This study aims to identify factors shaping attitude toward counterfeit products and their relative influence on attitude formation. This involves 200 potential and actual consumers of counterfeit products in an explanatory research. Antecedents of attitude toward counterfeit purchases extracted...

This study investigates advertising effectiveness of creative TV advertisements (Ads) for high involvement products. The majority of such studies have been conducted using low involvement products. There is a need to conduct a research to find out the effectiveness of creative advertisements for...

The study seeks to examine the role of perceived usefulness (PU) and confirmation (CN) on continuance usage intention of mobile social commerce (CI) and on user satisfaction (S). Furthermore, it examines the role of continuance intention and user satisfaction on brand loyalty (BL). Also, this...