Electronics, a high involvement product (HIP), consists of 8 per cent in organized retail industry in India. This category is growing at a rapid pace with many players entering into organized format of retail in this category. Recently many players have also entered into online marketing of...

Marketers have paid a huge price for their inability to decipher which trend has come to stay and which one is a fad. Such a challenge has jeopardized the survival of blue-chip brands, as marketers anticipated in vain the end of existing red ocean strategies. Essentially, the traditional...

This research aimed to assess the impact of green packaging and green advertising on competitive advantage and business performance of manufacturing Small and Medium-sized Enterprises (SMEs). A research conceptual model was produced to determine the relationships from that model. A quantitative...

Purpose: This research identifies the critical factors of online service delivery of electronic commerce (ecommerce) websites, including website attractiveness, website functionality, website security and consumer fulfillment during an unprecedented Coronavirus (COVID-19) pandemic....

The effect of self-profiling on advertising responses remains unexplored. This research proposes a conceptual model examining the path from self-profiling (i.e., nickname and avatar) and its antecedents to advertising engagement from the perspective of self-disclosure. The research model has...

Although it is widely acknowledged that ad rankings matter in sponsored search advertising (SSA) in both academia and industry, its potential effect on people’s attitudes toward advertising remains as an overlooked issue. This study proposes and tests a conceptual model examining the role of...

Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social media. They are using different tools including influencer marketing through social networking sites (SNSs). Therefore, this chapter addresses a gap in the academic literature as...

Marketing is a dynamic concept. It adapts according to the current market trends. It has become a multidimensional aspect, ever since people have started to realize its importance. First developed as the Production Concept (from the beginning of capitalism), which fixated on the production of...

Marketers often employ a variety of positive emotions to encourage consumption or promote a particular behavior (e.g., to buy, donate, or recycle) benefiting an organization or cause. We show that specific positive emotions do not universally increase prosocial behavior but rather encourage...

An experiment was conducted in a restaurant to determine the effects of a small gift upon entry and greeting customers with a thank you for their patronage. Two types of gifts were used: a cup of yogurt and an inexpensive key chain. The authors found that providing a gift upon entry into a store...