Research on multisensory nature of consumption has highlighted importance of smell, taste, and touch during product evaluation and subsequent purchase decisions. While sensory cues have a role to play in evaluation of products and services, their actual effects gets swayed by presence of other...

Coupons continue to be one of the most favourite promotional tools for the marketers to influence, incentivize, and encourages customers towards trying the product. Mobile-coupon (m-coupon), an extension of the traditional coupons which is accessible on mobile device, has emerged as one of the...

Online promotion has been employed by e-marketers to influence the shoppers during online shopping. In recent years, it has emerged as one of the promising tool in marketer’s arsenal to sway potential customers in Indian online shopping environment. In this paper, we examine the phenomena of...

Celebrity endorsement is a big market in India and continues to grow bigger. However, inspite of prevalent use of celebrities for endorsement, not all celebrity endorsements have been successful. The list of unsuccessful examples suggest that it will be wrong to consider celebrity endorsement as...

Research on private label brands started with focus on explaining the choice of private label brands by simple demographics variables which later expanded into work on attitudinal and behavioral characteristics of customers. However, all these studies had never tried to integrate demographic and...