Research on private label brands started with focus on explaining the choice of private label brands by simple demographics variables which later expanded into work on attitudinal and behavioral characteristics of customers. However, all these studies had never tried to integrate demographic and...

Purpose: The advent of social media has led to the emergence of influencers and the domain of influencer marketing (IM). Despite being a popular and evolving research domain, it still lacks a comprehensive and systematic bibliometric analysis in the field. This study attempts to fill this...

Research on multisensory nature of consumption has highlighted importance of smell, taste, and touch during product evaluation and subsequent purchase decisions. While sensory cues have a role to play in evaluation of products and services, their actual effects gets swayed by presence of other...

Online promotion has been employed by e-marketers to influence the shoppers during online shopping. In recent years, it has emerged as one of the promising tool in marketer’s arsenal to sway potential customers in Indian online shopping environment. In this paper, we examine the phenomena of...

Coupons continue to be one of the most favourite promotional tools for the marketers to influence, incentivize, and encourages customers towards trying the product. Mobile-coupon (m-coupon), an extension of the traditional coupons which is accessible on mobile device, has emerged as one of the...

Marketing literature has identified task definitions as one of the important situational influences. Task definition features of a situation include an intent or requirement to select, shop for, or obtain information about a general or specific purchase. Researchers have tried to define planned...

Social Enterprise is young, emerging, and a high potential domain attracting thousands of social entrepreneurs in India. Social enterprises, with their dual focus on financial sustainability and social impact, face a set of unique challenges. One of the most important challenge which has a major...

Research on private label brands started with focus on explaining the choice of private label brands by simple demographics variables which later expanded into work on attitudinal and behavioral characteristics of customers. However, all these studies had never tried to integrate demographic and...

Private Label brands had seen an impressive growth in past few decades. Though, initially private label brands had a low-priced strategy, retailers made efforts for serious quality improvements in recent years. However, they have continued to suffer from poor quality perceptions. Previous...