01
Original Article
Open Access
Exploring Brand Attachment in Conjunction with Attachment Styles and Need to Belong
Elizabeth A. Hood, Paul D. Berger
· pp. 8–18
DOI: 10.17010/ijom/2017/v47/i4/112678
This paper considered several constructs from both the marketing and psychology areas - brand attachment, attachment theory, and need-to-belong. Attachment theory, in turn, breaks down into secure and insecure attachments, and the latter, in turn, breaks down into anxious attachment …
Keywords:
Brand Attachment, Need to Belong, Attachment Theory, Anxious Attachment, Avoidant Attachment
02
Original Article
Open Access
Diffusion of Mobile Health Apps Among Smartphone Users : Role of Neighborhood Effects, Informational Network Effects, and Social Ties in Health 3.0
Ankit Kesharwani, Souvik Roy
· pp. 19–34
DOI: 10.17010/ijom/2017/v47/i4/112679
The convergence of mobile technology with an evolving healthcare delivery system has ushered a wave of disruptive innovations that has bought a paradigm shift in healthcare delivery services; known as Health 3.0. If Health 1.0 was about content (portals, sites …
Keywords:
Mobile Health Apps, Digital Natives, N-Fluence Networks, Neighborhood Effects, Network Influence
03
Original Article
Open Access
Framework for Sustainability in E - Commerce Business Models : A Perspective Based Approach
Tripti Dhote, Danish Zahoor
· pp. 35–50
DOI: 10.17010/ijom/2017/v47/i4/112681
E-commerce businesses in the Indian scenario have lately seen an overwhelming growth and acceptance owing to factors like better Internet penetration and advancement in technology. The E - commerce business models, in particular, have aroused a great interest among researchers …
Keywords:
E-Commerce, Business Model, Value, Innovation, Sustainability
04
Original Article
Open Access
Injectable Antibiotics Market in Lower Extremity Infections : A Target Marketing Perspective
Sandipon Purkayastha, Sunanda Deb, Shibashish Chakravorty
· pp. 51–65
DOI: 10.17010/ijom/2017/v47/i4/112682
With the emergence of more and more local pharmaceutical companies in India, brand-launch has become extremely predicable, given that the pattern suggests one that follows suit. Many local companies are often found to be impetuous in launching their own brands …
Keywords:
Lower Extremity Infections, Leis, Target Marketing, Injectable Antibiotics, Piperacillin Plus Tazobactum, Linezolide
