Purpose: Experiences are private events that occur in response to some stimulation. They often result from direct observation or participation in events - whether they are real, dreamlike, or virtual. This study aims to understand and explore the dimensions of …

In the present study, we explore the moderating role of brand involvement, which is a potential factor influencing the relation between brand credibility and brand purchase intention. The study is intended for two categories of products, that is, convenience products …

Purpose: Indian consumers are in the process of changing their consumption/buying behaviour, especially with respect to food items. The present study attempts to explore the Indian consumers' level of awareness and usage of information given on food product labels. The …

Marketers have been selecting celebrities to endorse their brands on the basis of their physical attractiveness. Consumers tend to form positive stereotypes about such people because they assume that the endorsers, who are ranked high on one dimension, would excel …

An estimated 68.84% of the total Indian population living in villages (Census 2011) makes rural India the 'next big thing' for businesses. The sheer size of rural India gives it a significant share in the total Indian market, which from …