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High and low impulsive buying in social commerce : a SPAR-4-SLR and fsQCA approach

Das, Manish; Roy, Abhirupa; Paul, Justin; Saha, Victor - In: IEEE transactions on engineering management : EM ; a … 71 (2024), pp. 2226-2240

Persistent link: https://www.econbiz.de/10015405792

A study on consumer ethnocentrism and social comparison in rural India : implications for marketing strategy

Das, Manish; Saha, Victor - In: South Asian journal of management : SAJM 24 (2017) 1, pp. 141-164

Persistent link: https://www.econbiz.de/10011740911

Bandwagon vs snob luxuries : targeting consumers based on uniqueness dominance

Das, Manish; Habib, Mohshin; Saha, Victor; … - In: Journal of retailing and consumer services 61 (2021), pp. 1-14

Persistent link: https://www.econbiz.de/10012581936

Inspired and engaged : decoding MASSTIGE value in engagement

Das, Manish; Saha, Victor; Roy, Abhirupa - In: International journal of consumer studies 46 (2022) 3, pp. 781-802

Persistent link: https://www.econbiz.de/10013176929

Cultural consequences of brands' masstige : an emerging market perspective

Das, Manish; Saha, Victor; Jebarajakirthy, Charles; … - In: Journal of business research : JBR 146 (2022), pp. 338-353

Persistent link: https://www.econbiz.de/10013271407

"Standing out" and "fitting in" : understanding inspiration value of masstige in an emerging market context

Das, Manish; Saha, Victor; Balaji, M. S. - In: The journal of product & brand management 31 (2022) 4, pp. 521-535

Persistent link: https://www.econbiz.de/10013393657

Being unconventional : the impact of unconventional packaging messages on impulsive purchases

Das, Manish; Balaji, M. S.; Paul, Subhrajit; Saha, Victor - In: Psychology & marketing 40 (2023) 10, pp. 1913-1932

Persistent link: https://www.econbiz.de/10014338443

Impact Assessment of Consumer Demographics on Rural Consumers' Ethnocentric Tendencies (CE) and Social Comparison Information (ATSCI) Habits

Das, Manish - 2018

Growth for firms in India requires more and more penetration into the rural markets as urban markets in India are witnessing stagnation. Generalizing urban consumer research findings to formulate rural market strategies may not pave way for rural penetration. Firms need more and more rural...

Persistent link: https://www.econbiz.de/10012913137

Monetary discounts, metaphoric communication and mass prestige based branding : a comprehensive assessment

Das, Manish; Jebarajakirthy, Charles; M. S., Balaji; … - In: European journal of marketing 58 (2024) 10, pp. 2319-2357

Persistent link: https://www.econbiz.de/10015198421

Inspired and engaged : Decoding MASSTIGE value in engagement

Das, Manish; Saha, Victor; Roy, Abhirupa - In: International Journal of Consumer Studies 46 (2021) 3, pp. 781-802

Persistent link: https://www.econbiz.de/10012635139