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...

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....

Conventional marketing, though is necessary investment for the sustainable businesses is often so expensive that most of the entrepreneurs, particularly the start-ups, choose to avoid it and look for other alternatives. One such alternative and cost-effective way to receive a better response...

While prevailing marketing practice is to encourage ever stronger relationships between consumers and brands, such relationships are rare and many consumers are relationship-averse or content with the status quo. The authors examine how marketers can more effectively manage existing brand...

Research on discrepancies between the actual self and ideal self has examined self-discrepancies in knowledge, skills and stature but age-based self-discrepancies have only recently received attention and so we studied this phenomenon in young adolescents. In three studies we identified a...

Direct-to-consumer advertising of pharmaceuticals has led to questions of whether consumers benefit from the additional drug information, or are harmed by being induced to pursue prescriptions that are unnecessary or even dangerous. We conducted an empirical study of the relation between...

It has often been alleged that alcoholic beverage manufacturers disproportionately target their advertising at minors instead of at people over the age of 21. Empirical analysis presented in this article challenges that allegation; alcoholic beverage manufacturers appear to target people of...

Trademark law is incoherent, and it fails to manage all the interests at stake in the modern business environment. This failure flows from a core misunderstanding. Trademark law has not grasped that is managing brands, not trademarks. In this article, Professor Deven Desai develops a new theory...

Dilution results when another's commercial use of the same or similar famous mark weakens its distinctiveness or tarnishes it. On October 6, 2006, President Bush signed into law the Trademark Dilution Revision Act (TDRA), which significantly amended the Federal Trademark Dilution Act with the...

Marketers are always looking for more effective ways to entice consumers, with the goal to build a brand and sell more products and services. Long ago, armed with the knowledge that people enjoy winning prizes, savvy promoters began offering promotional contests and sweepstakes, which encourage...