This study aimed to ascertain whether the loyal shoppers referred their loved ones, friends, relatives, peer groups, well wishers, etc. to their preferred MBOs for fulfilling their shopping requirements. The study was conducted with 400 respondents at Coimbatore city, India. …

Digital technologies have redefined the marketing communication parlance with its unique capabilities. Consumers both males and females belonging to various age groups, occupations, income categories having different educational backgrounds are making use of contemporary digital technologies for searching, comparing, evaluating, …

The study focused on the association between brand experience, brand personality, consumer satisfaction, and consumer loyalty of brand Patanjali in the FMCG space in South India. It is clear that Patnajali has made its way into the consumers' hearts and …

Ever since the Hot Wired sold its first banner ad to AT&T; Corp. in 1994, e-advertising is continuously evolving. With the availability of increased bandwidth and advanced technologies, more sophisticated e-advertising formats are available. For effective advertising, it is important …