Store format choice is recognized as a significant and relatively long term decision for retailers as well as the consumers. The thesis studies this choice decision from consumer perspective in a planned purchase situation ...

Brand extension is the strategy of using a well-established brand name to enter a different product category. Consumers1 evaluation of a brand extension is primarily suggested to be a function of brand affect (attitude ...

Knowledge about a product category affects various aspects of the consumer buying process. This has been recognized by researchers as an important factor in the field of consumer behavior. It has been found to influence ...

Consumers often use product brand name and store brand name as proxies of quality while making purchase decisions. In an online shopping context, the inability of consumers to physically examine the products increases the ...

How do consumers respond to innovative forms of promotional strategies employed by retailers? This thesis attempts to answer this question across two essays, using experiments as a primary method of inquiry. In Essay 1, ...

"In two essays, I examine how elements in online and offline consumer journeys can be used to study consumer behaviour. In the first essay, I bring in the network theory perspective as an element to study online consumer ...