Consumers have emotional bond with the brands that are closer to their self-concept. The product involvement is consumers' perception of relevance of a product with needs, goals and consumers' self-concept. Therefore, the study aims to reconsider the role of product involvement in the...

The aim of this to present consumer segmentation for, private FM Radio Channels in Ahmedabad City. The measurement of consumer preferences has always been the area of interest for the marketers and academicians too. After measurement of preferences, market segmentation is carried out for the...

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...

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...

Purpose: The retail industry offers diverse and unique career paths. However, despite the high demand for new graduates to fill managerial positions in the retail sector, their reluctance to pursue a retail career remain. This study aims to investigate the antecedents that predict retail career...

This paper describes an integrated research study project developed and conducted with Dual program students of the IUBH University of Applied Sciences in Berlin, Düsseldorf and Hamburg. The project investigates the current reading and writing behavior of generations X, Y and Z. In addition,...

Differentiation of one's offering in this competitive market becomes crucial. Furniture products till now were usually customized by Indian customers. Now, these products are also sold in organized market. National and international players have entered the market with their brands in this...

Businesses are increasingly embracing the dynamics of digital technologies, as they communicate with interested parties about their responsible initiatives through corporate websites, social media platforms and other interactive channels. Therefore, a quantitative study involving 202...