Rural marketing: opportunities and challenges -- Environment and profile of the rural market -- Rural consumer -- Researching rural markets -- Saga of rural market segmentation: segmentation, aggregation, and affordability -- Positioning for value -- Value creation through innovation and product...

Rural Marketing: Opportunities and Challenges -- Environment and Profile of the Rural Market -- Rural Consumer -- Researching Rural Markets -- SAGA of Rural Market Segmentation: Segmentation, Aggregation and Affordability -- Positioning for Value -- Product Strategy and Innovation to Create...

Purpose The purpose of this paper is to examine the influences of parent brand characteristics and brand-extension fit on attitude towards the extension in the context of services-to-goods (SG) brand extension compared with services-to-services (SS) brand extension. Design/methodology/approach A...

Purpose – This study aims to examine empirically how consumers' attitude towards retail stores gets affected by situational, consumer, store and product characteristic variables when they face out‐of‐stock situations. Design/methodology/approach – Survey method for data collection was...