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...

Social media has become an influential and dynamic virtual space where the platform is used for social networking and a great opportunity to digitally promote a business and establish relations with customers. This study aims to understand how social media marketing activities influence brand...

We demonstrate that brand relationships affect perceptions of a brand’s closeness to the self, resulting in mindset congruency effects when matched with an appropriate construal level. Brand relationships that are closer (distal) to the self yield improved evaluations when brand information is...

Stealth marketing techniques are being driven by a growing criticism of the advertising industry, and are based on the premise that word of mouth and peer group recommendation are the most effective promotional and marketing tools.This article discusses stealth marketing methods used by...

Firms of varying size can produce the same product. Do consumers make inferences about products based on firm size? We focus on perceptions of product naturalness and show, in four studies, that products made by smaller firms are perceived to be more natural — whether they are directly...

The aim of this research was to examine the consumers' preference of paint purchase from the viewpoint of individuals employed in the Turkish paint industry. It was aimed to reach at least 278 individuals with a sampling error of 5%. Within this scope, 350 questionnaire forms were distributed...

While there is a wealth of literature dealing with the nature and politics of stereotypical representations in advertising, there is little on how stereotypes are created and transformed as a result of social, cultural, political and economic factors. This ethnographic study looks at how...