Browsing Thesis and Dissertations by Author "Abhishek"
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Broadening the concept of sustainability and measuring its impact on firm’s performance
Kumar, Bipul (Indian institute of management Ahmedabad, 2014)The consumer environmentalism has grown significantly due to issues triggered by environmental disasters, protests by activists, and environmental education (Mclntosh, 1991; Straughan & Roberts, 1999; Chen, 2010). The ... -
An experimental investigation of advertising effectiveness in roadblock advertising
Parida, Biswajita (Indian Institute of Management Ahmedabad, 2018)Recent years have seen growing use of ‗Roadblock Advertising‘ by media planners to enhance advertising effectiveness. Many companies (Hutch, Aircel, ITC, Viacom 18, Nestle, Nokia, Volkswagon, Real fire extinguisher, Vodafone, ... -
Let's Put a Smile on that Face: A Study on the Embeddedness of Humorous Advertisements
Khandeparkar, Kapil (2016)The phenomenon of embeddedness has implications in the field of advertising, as the context in which ads are shown is one of the salient factors influencing their evaluation. The affect transfer hypothesis and 'mood as ... -
The role of haptic touch on product evaluation in different shopping situations
Abhishek (2011)Human beings are credited with five senses i.e. vision, audition, smell, taste, and touch. The sensory evaluation process, the evaluation process involving senses, (Martinez, 2007) is utilized by us for evaluation and usage ...