Purpose: The purpose of this study is to examine how consumer-brand engagement on social networking sites (SNS) is an outcome of the message orientation/vividness. Design/methodology/approach: Message design is proposed to include two components, namely, orientation and vividness. The message...

Purpose: The purpose of this paper is to examine the interesting dynamics of image transfer when multiple brands get together to sponsor a property, referred to as concurrent sponsorship, and its effects on the consumer-based brand equity (CBBE) of the sponsor or the sponsored property, in the...

The concern for making services of public systems accessible, accountable and affordable for the disadvantaged people has been there since independence of the country. However, after recognising the limitations of trickle down theory despite witnessing economic growth for a decade, government...

Several motivations may guide quest of a creative person for solving real life problems either faced by oneself or by others. Honey Bee Network has been documenting and valorizing grassroots innovations and traditional knowledge practices for over two decades. In this paper, the author review...