The present study is aimed at attaining a better understanding of the consumer value of materialism. Two of the significant works on empirical manifestation of the abstract concept of materialism are those by Belk (1984) and Richins and Dawson (1992). However, notwithstanding their relevance to...

Advertisements are the most common and effective method of creating awareness among the consumers. The use of television, FM websites are much wider as compared of those in early years. The launch of new channels is a common practice of the companies. Similarly, there is huge increase in the...