Purpose - Advertisements are first point of contact a marketer has with a prospective consumer. It is at this stage that a marketer gets an opportunity to leave an impression in the minds of a reader and differentiate a reader from a prospective customer. Marketers achieve this objective with...

Increase in the popularity of social networking and blogging sites has attracted the interest of the marketers and communication strategists, who forever are searching for new means of advertising. Advertising on these sites in the developed economies has been very successful and has led to...

The present study is an attempt to understand the effect of ‘made in label’ on product evaluation in apparels industry across India, China and USA. Though past research has established that country of origin affects product evaluations, the present study extends the argument to establish the...

Purchase intention of customers has baffled many researchers for decades, and as such in an attempt to effectively influence purchase intention, researchers frequently study it. Purchase intention is influenced by cognitive dissonance, which in turn is influenced by a factor known as Perceived...