Purpose - Advertisements are first point of contact a marketer has with a prospective consumer. It is at this stage that a marketer gets an opportunity to leave an impression in the minds of a reader and differentiate a reader from a prospective customer. Marketers achieve this objective with...

The present study is an attempt to understand the effect of ‘made in label’ on product evaluation in apparels industry across India, China and USA. Though past research has established that country of origin affects product evaluations, the present study extends the argument to establish the...

In recent years, large US law firms have been undergoing significant changes. Most have switched from a professional model (P2 form) to a corporate business model, employing competitive strategies and a profit orientation. As the market for corporate legal services became more competitive, many...