Purpose: The purpose of this paper is to identify critical personality traits affecting and influencing buying behaviour in high involvement consumer durables. It also intends to guide practitioners in selecting appropriate marketing frameworks, consumer segments and processes considering the...

Purpose: Emotions in business-to-business (B2B) interactions are relatively unexplored when compared with business-to customer (B2C) industry wherein sufficient evidence implicating the role of emotions in decision-making is available. This study aims to explore the role of emotions in B2B...

In mature markets, the information search mechanism of the consumer for purchase decisions includes per sonal sources, where word of mouth communication (WOM) is an important influence on decisions, judged by the diffusion process. At that stage, the information available to the consumer is...

Purpose – This paper aims to empirically examine the distinct antecedents of cognitive and affective brand trust in the context of baby care toiletry brands. Further, the moderating role of the mother’s personality traits on the relationship between brand trust and its antecedents is...

Purpose – The article aims to examine the rural‐urban divide used as a premise for idiomatic understanding of Indian rural consumers, and review current practices. This may be self limiting, and may trap marketers in an idiom that is not in touch with current realities in the rapidly...

Purpose This paper seeks to empirically examine the distinct antecedents of cognitive and affective brand trust in the context of high inherent risk product of baby care toiletries. In addition, the moderating role of working status and education is investigated for the relationship between...