Purpose: The purpose of this paper is to examine the determinants of user adoption of smartphone fitness apps in context of an emerging economy. Design/methodology/approach: The present study uses the extended unified theory of acceptance and use of technology (UTAUT2) as the base model along...

Purpose: The purpose of this paper is to examine the interesting dynamics of image transfer when multiple brands get together to sponsor a property, referred to as concurrent sponsorship, and its effects on the consumer-based brand equity (CBBE) of the sponsor or the sponsored property, in the...

Recent economic meltdown triggered worldwide search for viable options for generating employment through entrepreneurial opportunities for the youth. Not many countries succeeded although India has fared much better. I discuss the challenges faced by India soon after meltdown and the strategies...