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Understanding underdog brand positioning effects among emerging market consumers : a moderated mediation approach
Patel, Jayesh D.; Trivedi, Rohit; Malhotra, Svablum; … - In: The journal of product & brand management 33 (2024) 8, pp. 1013-1026
Persistent link: https://www.econbiz.de/10015173298
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Developing an emic scale to measure ad-evoked nostalgia in a collectivist emerging market, India
Jain, Varsha; Merchant, Altaf; Roy, Subhadip; Ford, John B. - In: Journal of business research : JBR 99 (2019), pp. 140-156
Persistent link: https://www.econbiz.de/10012023587
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Role of artificial intelligence in gamification for the emerging markets
Roy, Gourav; Jain, Varsha - In: Management and information technology in the digital …, (pp. 9-25). 2022
Persistent link: https://www.econbiz.de/10013441900
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Influence of mobile technology adoption and usage on lives of the poor in emerging markets
Gupta, Damini Goyal; Jain, Varsha - In: Marketing to the poor : creating value, (pp. 131-143). 2022
Persistent link: https://www.econbiz.de/10014312221
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Leveraging digital marketing and integrated marketing communications for brand building in emerging markets
Chakraborty, Amrita; Jain, Varsha - In: Marketing Communications and Brand Development in …, (pp. 281-305). 2022
Persistent link: https://www.econbiz.de/10013274643