Purpose: The purpose of this paper is to investigate the relationship between the different dimensions of involvement and customer engagement (CE) and analyze the influence of CE on loyalty in an online retail context. The study also tests the mediation of CE between the facets of involvement...

Store pricing policy helps consumers form perceptions about the products as well as the store. This paper studies two commonly used pricing policies, EDLP and HiLo from the customers point of view. We contribute by breaking down these policies based the amount of variability and the degree of...

Couples often have difference in preference for a product. They are likely to use either coercive or non-coercive means to resolve their differences. This behavior is, however, likely to vary from person to person. This paper operationalizes the difference of opinion through perturbation and...