In the marketing literature to date, the relationship between fairness perceptions and satisfaction is examined in contexts very familiar to consumers — service failure and recovery. This study extends the literature by studying the relationships of various aspects of justice in the context of...

In this autoethnographic study, I examine how immigrant Indian students go through acculturation through negotiating their consumption experiences in the first few months of their sojourn in USA. Through intensive fieldwork spanning four months, which included immersive participant observation,...

The theoretical basis of the current thinking on supplier-retailer communication is refined and an alternative model is offered and empirically tested. It is argued and empirically demonstrated that identification is an important mediator in bringing about relational outcomes in a...

The story of the growth of emerging economies is about the growth of their marketing institutions. Marketing channels are the key marketing institution in enabling the flow of goods and services. However, marketing scholars typically rely on models and theories devised in the developed economies...

The social aspect of Internet-based communities, also known as Virtual Communities (VCs), formed around a consumption activity or a brand is influencing the marketing actions in a significant way. The strategic implications of such virtual communities under following four themes: (I) VCs as...

Co-creation of value with consumers is an emerging marketing paradigm for the firms. One way to understand co-creation of value is to examine co-creation of value at the new product development (NPD) stage, when consumer has yet to interact with the fully formed product. We first describe the...