Marketers frequently use individual names as part of their brand-naming strategy. This research investigates how the use of a possessive (indicated by an apostrophe -s) versus non-possessive form in a brand name (Mrs. Smith’s vs. Mrs. Smith) affects consumer brand preferences and choice for...

Disruptive technologies like Artificial Intelligence (AI), Machine Learning (ML), Virtual Reality (VR), Augmented Reality (AR), Mixed Reality (MR), Internet of Things (IoT) etc. affected healthcare, tourism, fashion, entertainment, gaming, education industry etc. in a big way. These technologies...

Concept: With the rapid transformation in the world of advertising and marketing, Digital Marketing has proved to be one of the most widely used and successful media or channel to spread product or service related information among the target audience. Viral marketing can be said to be a...

Usage of tobacco is a significant health problem in India and its influence is very hazardous. The the government takes adequate control measures, and also the consumption of tobacco is also considered as a cultural practice. The present the paper mainly focused on finding the consumption the...

Selling products related to publisher activities is nothing new. But over recent years, the breadth, range, and scope of eCommerce opportunities available to publishers has expanded greatly.This report looks in-depth at those publishers harnessing eCommerce to great effect, including BuzzFeed,...

Although India has made great strides in economic growth but despite that there exist huge inequality gap in society and people are still devoid of basic amenities. The benefits of growth post liberalization has been only limited to rich and middle class in India. Over 60% of the Indian...

Objective - Food products are diverse in Indonesia. However, there are still numerous products have not certified as halal food. It becomes a challenge, especially for children who cannot adopt a decision with full consideration. This research aims to analyze knowledge, attitude, subjective...

A potential buyer visits on a web store searches there for the expected product and puts them into a virtual shopping cart, but leaves the virtual cart without buying, this withdrawal behavior (leaving without buying) exhibited by the visitor at the flag end of the sales funnel stage is called...

Research on consumer-brand relationships (CBR) has examined the CBR - brand loyalty link, but surprisingly little is known about the cultural and institutional settings that enable this link. We meta-analyze how and why different CBR constructs (e.g. love, identification) drive loyalty better in...