Browsing Thesis and Dissertations by Author "Jaiswal, Anand K."
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Global versus local brand preference formation in food products
Rupali (Indian Institute of Management Ahmedabad, 2023)"Brands have come to play a major role in consumer decision-making, and in this, the brand identity, which includes its perceived global and local nature, can play a very significant role. But there is inconsistent evidence ... -
Through the e-looking glass: three essays on influencer marketing, self-discrepancies and consumer behavior
Shehzala (Indian Institute of Management Ahmedabad, 2023)"One of the most popular buzzwords of recent times, influencer marketing has attracted significant attention across academia and practice. However, the impact of exposure to influencers on an individual's self-concept is ...