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Using a two-part mixed-effects model for understanding daily, individual-level media behavior
Blozis, Shelley A.; Villarreal, Ricardo; Thota, Sweta; … - In: Journal of marketing analytics : JMA 7 (2019) 4, pp. 234-250
Persistent link: https://www.econbiz.de/10012129492
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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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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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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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Celebrity endorsements in emerging markets : align endorsers with brands or with consumers?
Roy, Subhadip; Guha, Abhijit; Biswas, Abhijit; Grewal, Dhruv - In: Journal of international business studies : JIBS ; an … 50 (2019) 3, pp. 295-317
Persistent link: https://www.econbiz.de/10012006997
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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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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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Making judgments in a two-sequence cue environment : the effects of differential cue strenghts, order sequence, and distraction
Biswas, Dipayan; Biswas, Abhijit; Chatterjee, Subimal - In: Journal of consumer psychology : JCP : the official … 19 (2009) 1, pp. 88-97
Persistent link: https://www.econbiz.de/10003825340