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Narratives selves in the digital world : An empirical investigation

Jain, Varsha; Belk, Russell W.; Ambika, Anupama; … - In: Journal of Consumer Behaviour 20 (2020) 2, pp. 368-380

Persistent link: https://www.econbiz.de/10012406564

Construction, validation and generalization of SERVSTRESS : a measure for service induced customer stress

Roy, Subhadip; Jain, Varsha - In: European Journal of Marketing 54 (2020) 10, pp. 2523-2550

Purpose: The purpose of this study is to construct and validate a generalizable scale to measure service induced perceived stress for customers of personal services with a high level of intangibles having both online and offline components. Design/methodology/approach: Five studies were...

Persistent link: https://www.econbiz.de/10012411425

An integrated model of luxury fashion consumption : perspective from a developing nation

Roy, Subhadip; Jain, Varsha; Matta, Nikita - In: Journal of Fashion Marketing and Management: An … 22 (2018) 1, pp. 49-66

Purpose: The purpose of this paper is to empirically validate a model of luxury fashion consumption that integrates the antecedents and consequences of luxury buying in a developing nation context. Design/methodology/approach: The hypotheses developed in the conceptual model are tested using...

Persistent link: https://www.econbiz.de/10012074761

What really works for teenagers : human or fictional celebrity?

Jain, Varsha; Roy, Subhadip; Daswani, Aarzoo; Sudha, Mari - In: Young consumers : insight and ideas for responsible … 12 (2011) 2, pp. 171-183

Persistent link: https://www.econbiz.de/10009240248

Conceptualizing luxury buying behavior : the Indian perspective

Jain, Varsha; Roy, Subhadip; Ranchhod, Ashok - In: The journal of product & brand management 24 (2015) 3, pp. 211-228

Persistent link: https://www.econbiz.de/10011378279

Does explicit comparative advertising affect Indian consumers' attitudes towards low and high-involvement product?

Jain, Varsha; Trivedi, Rohit; Joshi, Vikrant; Daswani, … - In: International journal of emerging markets 10 (2015) 1, pp. 122-140

Persistent link: https://www.econbiz.de/10011348532

Understanding Indians purchase behaviour process : luxury apparel sector

Jain, Varsha; Pingle, Sonal; Daswani, Aarzoo - In: Metamorphosis : a journal of management research 11 (2012) 1, pp. 82-4

Persistent link: https://www.econbiz.de/10009693825

Insight on celebrity endorsement : consumer perspective

Jain, Varsha; Daswani, Aarzoo; Kumar, Abhishek - In: Brand research : [an outcome of the second …, (pp. 141-153). 2009

Persistent link: https://www.econbiz.de/10009623337

A dual-system approach to understanding "generation Y" decision making

Viswanathan, Vijay; Jain, Varsha - In: The journal of consumer marketing 30 (2013) 6, pp. 484-492

Persistent link: https://www.econbiz.de/10010227349

Choosing and using mobile apps : a conceptual framework for Generation Y

Jain, Varsha; Viswanathan, Vijay - In: Journal of customer behaviour 14 (2015) 4, pp. 295-309

Persistent link: https://www.econbiz.de/10011550997