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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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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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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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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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Can a price discount backfire? : effects of the juxtaposition of add-on fees and price discounts on consumer evaluations
Burman, Bidisha; Verma, Swati; Guha, Abhijit; … - In: Journal of business research : JBR 172 (2024), pp. 1-22
Persistent link: https://www.econbiz.de/10014547383
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Leveraging in-store sechnology and AI : increasing customer and employee efficiency and enhancing their experiences
Grewal, Dhruv; Benoit, Sabine; Noble, Stephanie M.; … - In: Journal of retailing 99 (2023) 4, pp. 487-504
Persistent link: https://www.econbiz.de/10014465640
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Regret from postpurchase discovery of lower market prices : do price refunds help?
Dutta, Sujay; Biswas, Abhijit; Grewal, Dhruv - In: Journal of marketing 75 (2011) 6, pp. 124-138
Persistent link: https://www.econbiz.de/10009384655
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Two-stage decisions increase preference for hedonic options
Bhargave, Rajesh; Chakravarti, Amitav; Guha, Abhijit - In: Organizational behavior and human decision processes : … 130 (2015), pp. 123-135
Persistent link: https://www.econbiz.de/10011372661
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I want to buy the advertised product only! : an examination of the effects of additional product offers on consumer irritation in a cross-promotion context
Thota, Sweta Chaturvedi; Biswas, Abhijit - In: Journal of advertising : official publication of the … 38 (2009) 1, pp. 123-136
Persistent link: https://www.econbiz.de/10003833488
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Effects of comparative advertising format on consumer responses : the moderating effects of brand image and attribute relevance
Yagci, Mehmet I.; Biswas, Abhijit; Dutta, Sujay - In: Journal of business research : JBR 62 (2009) 8, pp. 768-774
Persistent link: https://www.econbiz.de/10003861041