Highly innovative products may offer consumers greater benefits than incrementally new products, yet they have a higher failure rate. The present research addresses the challenge faced by new products that are extremely different from existing offerings by drawing on theorizing regarding the...

Apparel industry in India is booming and there is fierce competition among various players in apparel segment in terms of lifestyle format. The study is aimed to find out impact of various dimensions of visual merchandising on impulse buying behavior of the customers visiting “Central...

In this paper, I develop afresh a comprehensive approach to market segmentation of Facebook users. The approach considers the implications of Facebook’s multi-sided platform (MSP) based business model. Using cluster analysis of survey data, I develop a basic 3 segments solution for the online...

Retail industry in India is booming and there is fierce competition. The country indeed has become the cynosure of FDI in retail sector and policies are heading towards more liberalization to attract foreign investment. There are various players in apparel segment in terms of lifestyle format....

This research examines the effect of the initial perception of the ethical nature of a firm on the effects of that firm participating in a cause-related marketing campaign. In two studies, the effects of a cause-related marketing campaign are examined for companies perceived as ethical,...

We examine the effects of probability and mode of acquisition on choices between hedonic and utilitarian alternatives. The results suggest that the lower the probability of receiving the selected item, the more likely individuals will be to choose the more hedonic alternative in a choice set....

Over the vast discourse on corporate identity (CI), several CI models have been proposed – each with their respective elements, theoretical and empirical justifications for incorporating the corporate identity elements. These justifications are at the centre of where various scholars differ in...

Retail industry in India is booming and there is fierce competition. The country indeed has become the cynosure of FDI in retail sector and policies are heading towards more liberalization to attract foreign investment. There are various players in apparel segment in terms of lifestyle format....

Beginning in the late 1940s the application of psychoanalytic theory and tools to marketing concerns yielded seminal concepts that defined and elaborated the brand image, consumption symbolism, and consumer motivation, among others. The focus was commonly on the deeper-level meanings that...

In retail industry furniture and furnishing category has become more competitive. There are many players entering into organized format of retail in this category. Therefore, it becomes important for retailers to differentiate themselves from each other. As the products are similar, one of the...