01
Original Article
Open Access
I Know it, so I do not Need to Touch it: Role of Brand Familiarity in Tactile Product Evaluation
Subhash Jha, M. S. Balaji
· pp. 7–19
DOI: 10.17010/ijom/2015/v45/i2/79970
The purpose of this study was to examine the role of brand familiarity in tactile product evaluation. The results of the two experimental studies showed that individual differences in need for tactile input affect purchase intentions depending upon the structure …
Keywords:
Tactile, Brand Familiarity, Online Purchase, Touch Environment
02
Original Article
Open Access
Coffee Chains Brewing Up the Taste Quotient of Indian Consumers: An Empirical Study in Delhi NCR
Deepa Kapoor, Alka Munjal
· pp. 20–30
DOI: 10.17010/ijom/2015/v45/i2/79975
Indians largely have been accustomed to drinking tea, and coffee has been considered as a drink for the high - end population. However, this notion is changing, and the coffee culture in India is flourishing with the entrance of local …
Keywords:
Coffee Chains, Perceptual Mapping, Discriminant Analysis, Perception Map
03
Original Article
Open Access
Eradication of Plastic Carry Bags: The Shop Owners' Perception
P. S. Valarmathy
· pp. 31–40
DOI: 10.17010/ijom/2015/v45/i2/79988
Polythene bags, popularly referred to as plastic carry bags, are one of the most hazardous substances in the world, causing a lot of damage to the earth and its sustainability. Since the main source of supply of the plastic carry …
Keywords:
Hazardous Substances, Eradication, Awareness, Waste Management, Plastic Bags
04
Original Article
Open Access
Determinants of Price of Mustard Seed and Mustard Oil in Domestic Markets of India
Dinesh Chand Meena, O. P. Singh, Maina Kumari
· pp. 41–46
DOI: 10.17010/ijom/2015/v45/i2/79990
India imports about half of its domestic consumption needs of edible oils. Among the different edible oilseeds grown in India, mustard occupies an important position as a large proportion of the Indian population consumes it as a vegetable oil. The …
Keywords:
Determinants of Price, Multiple Regression, Prices of Substitute Crops, Mustard Seed, Mustard Oil
05
Original Article
Open Access
Should I Win or Should I not Lose? : A Research Framework Exploring the Role of Motivation in Processing Brand Related Information in Advergames
Tathagata Ghosh, Venu Gopal Rao
· pp. 47–58
DOI: 10.17010/ijom/2015/v45/i2/79992
Extant research dealing with information processing in advergames focuses mostly on players' limited capacity aspect of attention and persuasion knowledge, persuasive potency of advergames, information-processing fluency, and the development of flow and arousal among players. One primary facet of advergames …
Keywords:
Advergames, Advergame Outcome, Implicit Memory, Information Processing, Motivation, Regulatory Focus
