The present study explores the differential effects of having a National/Regional celebrity in an advertisement/ endorsement. More specifically the study intends to find out whether a National celebrity would have a more favorable impact on consumer attitudes than a Regional celebrity when...

Colour and visuals are used extensively by the advertisers of different product categories to attract consumer attention and create favourable attitude. Based on this premise, the present study aimed to explore the effect of colour and relative product size on the consumer attitudes...

Social media communication content has gained a lot of interest in e-commerce literature. The present research note explores the scope of social media communication content across content source and levels of analysis. Based on a comprehensive review of 36 empirical papers spanning a decade...

Purpose: The challenges and factors of household adoption and the use of alternative energy sources have been a point of discussion among researchers. The purpose of this study is to apply a variant of the unified theory of adoption and use of technology (i.e. UTAUT 2) to explore the effect of...

Purpose: The purpose of this paper is to empirically validate a model of luxury fashion consumption that integrates the antecedents and consequences of luxury buying in a developing nation context. Design/methodology/approach: The hypotheses developed in the conceptual model are tested using...

Purpose: This study aims to investigate the relevance of customer experience quality (EXQ) across three different aspects. It compares the effect of EXQ on customer attitudes for hedonic vs utilitarian services; regular vs new customers; and new customers if they revisit or become regular...

Purpose: The purpose of this study is to construct and validate a generalizable scale to measure service induced perceived stress for customers of personal services with a high level of intangibles having both online and offline components. Design/methodology/approach: Five studies were...

The impact of liberalization policies and opening up of the Indian market on the Indian economy was a debatable issue in India for a long time. Some of the political parties were staunchly against it as the opinion was that it could damage the economy of India and adversely affect the Indian...

The development of game theory is relatively new. It was developed in the 1940s by a Hungarian mathematician named John Von Neumann and later, further developed by John Nash in the 1950s. Game theory has been extensively used in the fields of Economics, Finance and Strategy. However, till date...

Purpose: This study aims to explore the process of women entrepreneurship in India from a social perspective using the concept of entrepreneurship as emancipation. Design/methodology/approach: An interpretive approach is applied to address the study objectives, and based on an inductive method,...