Brand choice is the biased, mindful and behavioural tendency which direct consumer's predisposition toward a brand. Brand choice is a fundamental element for all marketing strategies. Strong brand choice is the founding block for brand loyalty. Brand loyalty is one of the key drivers of top-line...

The biggest challenge for any business is not just attaining the growth but to sustain the same. Information Technology has been changing the rules of the game rapidly in all spheres of life. Information Technology (IT) business itself the change is not only uncertain but has proven to be...

Entertainment media industry has been successful in creating favorable image of a destination in consumers‟ minds. Film induced Tourism is defined as “Tourists‟ visits to a destination or attraction as a result of destination‟s being featured on television, video or the cinema screen”...

The world that we currently live in is passionate about speed. From internet lines that can download terabytes of data/second to spacecraft that can traverse miles into space, mankind's thirst for speed is never ending. When it comes to traveling from one space to the other, this phenomenon is...

In the field of high-technology and high-involvement products, launch of new products is seen as very high. The usage of multiple electronic gadgets in every household is an example of such growth and emphasizes the importance of responsible marketing of high-technology products to cater to such...

This empirical study explores the investment pattern and financial decision making of individuals and their risk tolerance. The study has adopted financial risk tolerance scale proposed by Grable and Lytton to measure the different dimensions of financial risk. Kendall's W test is used to...

When research on repatriation has shown that repatriates quit within one year of return from a foreign assignment, this study attempts to find what makes some repatriates stay committed and loyal to their companies when their colleagues are quitting and joining their immediate competitors? The...

The current youth market is characterized as tech-savvy, variety seekers who has been active in using digital technology in unprecedented ways. The market segment defined here comprises of youth adults between the ages 20 to 30, who are more comfortable with purchasing the smartphones than...

Brand Preferences can be defined as the subjective, conscious and behavioral tendencies which influence consumer's predisposition toward a brand. The newspaper has always been one of the most important providers of news and entertainment, despite of the rise of the Internet and of...

The unexpected COVID-19 outbreak has threatened the world and derailed the socioeconomic lives of people. In this context, this study is aimed to discuss the implications of COVID- 19 in textiles sector in India along with major issues and challenges on demand and supply sides. This study...