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Celebrity endorsements in emer...
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39
Nordfält, Jens
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Iyer, Gopalkrishnan R.
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Burton, Scot
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Ma, Yu
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Data envelopment analysis : a handbook of empirical studies and applications
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1
Celebrity endorsements and women consumers in India : how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency
Roy, Subhadip
;
Guha, Abhijit
;
Biswas, Abhijit
- In:
Marketing letters : a journal of research in marketing
26
(
2015
)
3
,
pp. 363-376
Persistent link: https://www.econbiz.de/10011312160
Saved in:
2
Can attempts to delight customers with surprise gains boomerang? : a test using low-price guarantees
Dutta, Sujay
;
Guha, Abhijit
;
Biswas, Abhijit
;
Grewal, Dhruv
- In:
Journal of the Academy of Marketing Science
47
(
2019
)
3
,
pp. 417-437
Persistent link: https://www.econbiz.de/10012107171
Saved in:
3
Reframing the discount as a comparison against the sale price : does it make the discount more attractive?
Guha, Abhijit
;
Biswas, Abhijit
;
Grewal, Dhruv
;
Verma, Swati
- In:
Journal of marketing research : JMR
55
(
2018
)
3
,
pp. 339-351
Persistent link: https://www.econbiz.de/10011878689
Saved in:
4
An empirical analysis of the joint effects of shoppers’ goals and attribute display on shoppers’ evaluations
Guha, Abhijit
;
Biswas, Abhijit
;
Grewal, Dhruv
; …
- In:
Journal of marketing
82
(
2018
)
3
,
pp. 142-156
Persistent link: https://www.econbiz.de/10011850437
Saved in:
5
Are low price and price matching guarantees equivalent? : the effects of different price guarantees on consumers' evaluations
Verma, Swati
;
Guha, Abhijit
;
Biswas, Abhijit
;
Grewal, Dhruv
- In:
Journal of retailing
95
(
2019
)
3
,
pp. 99-108
Persistent link: https://www.econbiz.de/10012130013
Saved in:
6
Investigating the pleasures of sin : the contingent role of arousal-seeking disposition in consumers' evaluations of vice and virtue product offerings
Verma, Swati
;
Guha, Abhijit
;
Biswas, Abhijit
- In:
Psychology & marketing
33
(
2016
)
8
,
pp. 620-628
Persistent link: https://www.econbiz.de/10011534721
Saved in:
7
How product-cause fit and donation quantifier interact in cause-related marketing (CRM) settings : evidence of the cue congruency effect
Das, Neel
;
Guha, Abhijit
;
Biswas, Abhijit
;
Krishnan, Balaji
- In:
Marketing letters : a journal of research in marketing
27
(
2016
)
2
,
pp. 295-308
Persistent link: https://www.econbiz.de/10011486537
Saved in:
8
Consumer evaluations of sale prices : role of the subtraction principle
Biswas, Abhijit
;
Bhowmick, Sandeep
;
Guha, Abhijit
; …
- In:
Journal of marketing
77
(
2013
)
4
,
pp. 49-66
Persistent link: https://www.econbiz.de/10009782082
Saved in:
9
Can a price discount backfire? : effects of the juxtaposition of add-on fees and price discounts on consumer evaluations
Burman, Bidisha
;
Verma, Swati
;
Guha, Abhijit
; …
- In:
Journal of business research : JBR
172
(
2024
),
pp. 1-22
Persistent link: https://www.econbiz.de/10014547383
Saved in:
10
Can rounding up price discounts reduce sales?
Jha, Subhash
;
Biswas, Abhijit
;
Guha, Abhijit
;
Gauri, …
- In:
Journal of consumer psychology : JCP ; the official …
34
(
2024
)
2
,
pp. 343-350
Persistent link: https://www.econbiz.de/10014534704
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