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Celebrity endorsements and women consumers in India : how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency
Roy, Subhadip; Guha, Abhijit; Biswas, Abhijit - In: Marketing letters : a journal of research in marketing 26 (2015) 3, pp. 363-376
Persistent link: https://www.econbiz.de/10011312160
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An empirical analysis of the joint effects of shoppers’ goals and attribute display on shoppers’ evaluations
Guha, Abhijit; Biswas, Abhijit; Grewal, Dhruv; … - In: Journal of marketing 82 (2018) 3, pp. 142-156
Persistent link: https://www.econbiz.de/10011850437
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Reframing the discount as a comparison against the sale price : does it make the discount more attractive?
Guha, Abhijit; Biswas, Abhijit; Grewal, Dhruv; Verma, Swati - In: Journal of marketing research : JMR 55 (2018) 3, pp. 339-351
Persistent link: https://www.econbiz.de/10011878689
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Are low price and price matching guarantees equivalent? : the effects of different price guarantees on consumers' evaluations
Verma, Swati; Guha, Abhijit; Biswas, Abhijit; Grewal, Dhruv - In: Journal of retailing 95 (2019) 3, pp. 99-108
Persistent link: https://www.econbiz.de/10012130013
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Can attempts to delight customers with surprise gains boomerang? : a test using low-price guarantees
Dutta, Sujay; Guha, Abhijit; Biswas, Abhijit; Grewal, Dhruv - In: Journal of the Academy of Marketing Science 47 (2019) 3, pp. 417-437
Persistent link: https://www.econbiz.de/10012107171
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Consumer evaluations of sale prices : role of the subtraction principle
Biswas, Abhijit; Bhowmick, Sandeep; Guha, Abhijit; … - In: Journal of marketing 77 (2013) 4, pp. 49-66
Persistent link: https://www.econbiz.de/10009782082
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Investigating the pleasures of sin : the contingent role of arousal-seeking disposition in consumers' evaluations of vice and virtue product offerings
Verma, Swati; Guha, Abhijit; Biswas, Abhijit - In: Psychology & marketing 33 (2016) 8, pp. 620-628
Persistent link: https://www.econbiz.de/10011534721
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How product-cause fit and donation quantifier interact in cause-related marketing (CRM) settings : evidence of the cue congruency effect
Das, Neel; Guha, Abhijit; Biswas, Abhijit; Krishnan, Balaji - In: Marketing letters : a journal of research in marketing 27 (2016) 2, pp. 295-308
Persistent link: https://www.econbiz.de/10011486537
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Should firms display the sale price using larger font?
Bhattacharyya, Ayan; Jha, Subhash; Guha, Abhijit; … - In: Journal of retailing 99 (2023) 1, pp. 17-25
Persistent link: https://www.econbiz.de/10014283354
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Can rounding up price discounts reduce sales?
Jha, Subhash; Biswas, Abhijit; Guha, Abhijit; Gauri, … - In: Journal of consumer psychology : JCP ; the official … 34 (2024) 2, pp. 343-350
Persistent link: https://www.econbiz.de/10014534704