10 years ago in India, any retail focused on making the products available in the stores and help customers buy the same when they walked in. Today, with the availability of the Internet, smart phones, and tablets, the patterns of …

This study aimed to examine the effect of the hero archetype in advertising on perceived product efficacy and purchase intention. The hero character was tough and brave to overcome a great trial; he was fighting to achieve a noble goal, …

During the second half of 2015, Nestle India had to withdraw Maggi noodles from the Indian market as the Indian food regulator (FSSAI) banned it, considering it unsafe for consumption. The company refuted the claims of the food regulator and …

Purpose: This research explored the effect of typography and color on consumer's perceptions of brand personality. Drawing on the sematic influence of type font framework, three independent experimental studies involving two types of typographical fonts - Pepita MT and Logan …