Purpose – Over the years, nearly eight marketing paradigms have been recognised. Yet, what really is the extent of the changes/paradigms adopted by firms in India? What changes have the forces of challenges brought in, in the marketing management of Indian firms? The purpose of the present...

Purpose – The present study seeks to investigate how individual and organisational consumption is affected when dealing with small and medium‐sized enterprise (SME) organisations from emerging economies. Design/methodology/approach – Using ethnographic in‐depth interviews, data were...

Purpose – The study aims to examine the usefulness of the brand origin concept in shaping the perceptions of Indian consumers. Design/methodology/approach – Guided by recent advance in social identity theory and social motivation theory, a dynamic iterative model of brand origin recognition...

Purpose – This study is designed to extend knowledge of cognitive processing of advertising messages by urban children in India. Design/methodology/approach – Data were collected from 250 children aged between 7 and 12 years, drawn in the sample from five major towns of the relatively...

Purpose – The study is designed to explore the importance of appropriate marketing strategies for sustainability of small firms in India, a developing economy. Design/methodology/approach – A framework based on accepted definition of marketing strategy was developed which could notionally...

Purpose – This study attempts to understand the impact of relational switching costs and satisfaction on commitment as well as its impact on the satisfaction – commitment link in a supplier‐to‐manufacturer context in manufacturing. Design/methodology/approach – The data for this study...

Purpose – This paper seeks to report the findings of a survey aimed at understanding the marketing programmes (MP) for industrial products in different phases of the product life cycle (PLC). Design/methodology/approach – The study is an exploratory one, conducted in a sample of 63 Indian...

Purpose – Whilst earlier studies of market entry success factors have mostly focused on large emerging markets such as China or India, limited attention has been given to smaller emerging markets. The purpose of this paper is to identify the effects of firm-level (i.e. entry mode and firm...

Purpose – This paper sets out to address the issue of conspicuous consumption among middle age consumers (40‐60), focusing on the psychological and brand antecedents, using the context of automobile buying behaviour. Existing literature does not clearly conceptualise psychological and brand...

Purpose – Limited attention has been paid to the issue of status consumption in cross‐national context. The purpose of this paper is to address the issue of status consumption among British and Indian consumers, using the industry context of alcoholic beverages, focusing on three antecedents...