The purpose of this article is to find out the relationship between yellow price tags and consumer reference prices. A laboratory study was conducted among 150 respondents, who were put in an experimental purchase situation and their initial internal reference prices were compared affected...

The present research is about the factors influencing consumer purchase decision at the store outlet for branded apparels. This study explores the popularity of branded apparels and aims to find out if youth are attracted towards branded apparels or if they prefer non-branded apparels....

Objective – Experiential Marketing may have a positive effect on both the formation of customer value and in the generation of profits for a company.Methodology/Technique – This study examines the calculation of the Net Marketing Contribution Margin (NMCM) in achieving a company's return....

Stealth marketing techniques are being driven by a growing criticism of the advertising industry, and are based on the premise that word of mouth and peer group recommendation are the most effective promotional and marketing tools.This article discusses stealth marketing methods used by...

This research investigates the role of balance and consistency in inter-consumer communication, i.e. word-of-mouth (WOM), through an analysis of consumers' cognitive networks or quot;signed digraphsquot; representing their WOM experiences. Following a preliminary study employing in-depth...

We examine how and why consumers engage in retributional acts directed towards brands that are perceived as harmful. Consumers are shown to lie, cheat, and steal as they attribute lower moral worth to harmful brands and this effect is shown to persist in the absence of any attributable brand...

Objective - This paper examines the performance of the Bali & Beyond Travel Fair (BBTF) 2018, an event whereby buyers and sellers meet to negotiate on travel and tourism businesses at the Bali Nusa Dua Convention Centre (BNDCC). The study also explains the marketing strategies being used,...

This study, to begin with, throws some light on Indian retail scenario, concept of visual merchandising and impulse buying and then attempts to explore the relationship between the factors of visual merchandising and consumers' demographics so as to analyze the impact of visual merchandising on...

To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship...