Purpose – Existing literature offers conflicting evidence on how prior product knowledge influences amount of information search. A majority of these studies are based on variants of cost benefit frameworks where consumers engage in search until the benefits from information search exceed...

In this paper we demonstrate that the positive effects of comparative advertising are significantly diluted when a compared-to brand retaliates. Retaliation introduces sequencing in advertisements. We therefore evaluate sequelized advertisements (both comparative and noncomparative) alongside...

In this chapter we model localized competition between firms when consumers exhibit brand lock-in or loyalty. We derive the symmetric equilibrium mixed strategy price distribution under two alternative models, and compare them to symmetric equilibrium strategies under non-localized competition....

The objective of this study is to identify, at a macro level, the drivers of store choice in various product categories, in the context of the evolving retail industry in India. The paper attempts to correlate the distinct store features as perceived by respondents with the true motivations of...

The primary aim of this research is to thoroughly examine the determinants that influence customers' intention towards embracing FinTech products and services, thereby enriching our understanding of the adoption and utilization trends within the FinTech industry in the aftermath of the COVID-19...