Purpose – The purpose of this paper is to integrate consumer personality to fashion involvement, fashion-oriented impulse buying behavior, consumer emotions and hedonic consumption in the Indian context. Design/methodology/approach – Based on a literature review of personality, fashion...

Purpose – The global fashion industry is growing at a rapid pace and developing nations such as India are emerging as major contributors to the same. In such case, most academics and marketers are interested in the variables that influence fashion shopping. The purpose of this paper is to...

Purpose: The purpose of this paper is to compare some major National Quality Award/Business Excellence Models (NQA/BEM) in terms of the criteria employed and their relative weights. It shows that these models vary both in terms of criteria and their weights. Whereas some of them are changing...

Purpose: This study investigates the role of consumer cosmopolitanism on consumer attitudes and purchase intentions (PIs) towards foreign and local brands. Design/methodology/approach: The responses were collected on a...

Purpose – The purpose of this paper is to study the extent of behavioral acculturation of consumer culture (B‐ACC) and attitudinal acculturation of consumer culture (A‐ACC) among the urban, educated, middle class Indian consumers. It also aims to test if B‐ACC and A‐ACC among various...

Purpose – The purpose of this paper is to empirically substantiate if the forces of globalization are impacting consumer culture and behavioral traits in a developing country (India). Design/methodology/approach – Five hypotheses had been constructed to address the gaps in the literature...

Purpose – This paper seeks to explore whether predisposition towards foreign brands and consumer acculturation would differ across demographic segments in an emerging market (India). Further, the paper aims to investigate if predisposition towards foreign brands (acting as a proxy for forces...

Purpose – The purpose of this paper is to estimate the extent of susceptibility to interpersonal influence and price sensitivity prevalent among Indian youth, to test if there is a relationship between these two constructs and identify the reason for the same. Design/methodology/approach –...