01
Original Article
Open Access
Determinants of Green Marketing Leading to Sustainable Competitive Advantage for Retailers Within the Delhi Region
Kulbir Kaur Bhatti, Abhishek Negi
· pp. 1–10
DOI: 10.17010/ijom/2018/v48/i8/130540
Greenhouse gases released in the atmosphere are responsible for the prevalent alarming situation around the globe. To combat this situation, green marketing was adopted by the entire supply chain. Retailers being a part of the supply chain retaliated by introducing …
Keywords:
Environment, Awareness, Retailer, Consumer, Green Products, Competitive Advantage
02
Original Article
Open Access
The Impact of Social Networking Sites on College Students: A Survey Study in West Bengal
Arunangshu Giri, Wendrila Biswas, Debasish Biswas
· pp. 7–23
DOI: 10.17010/ijom/2018/v48/i8/130536
With technological progress in the past few decades, the digital era of blended technologiesof communication has made efficacious improvement across the globe. Social networkingsites or SNSs have had a major influence in this respect. The paper tried to analyzeempirically the …
Keywords:
Social Networking Sites, College Students, Academic, Social, and Behavioural Aspects
03
Original Article
Open Access
What is Beautiful is Good : An Evaluation of Effectiveness of Attractiveness in Celebrity Endorsements
Johney Johnson, Tijo Thomas
· pp. 24–36
DOI: 10.17010/ijom/2018/v48/i8/130538
The studies in the field of marketing have shown that characteristics of the source will influence persuasiveness of an advertisement. Attractiveness is one such celebrity characteristic that is widely studied by researchers in the field of marketing. However, still, literature …
Keywords:
Celebrity Endorsement, Advertising, Purchase Intention, Attitude Towards Brand
04
Original Article
Open Access
Impact Assessment of Consumer Demographics on Rural Consumers' Ethnocentric Tendencies (CE) and Social Comparison Information (ATSCI) Habits
Manish Das, Victor Saha
· pp. 37–52
DOI: 10.17010/ijom/2018/v48/i8/130539
Growth for firms in India requires more and more penetration into the rural markets as urban markets in India are witnessing stagnation. Generalizing urban consumer research findings to formulate rural market strategies may not pave way for rural penetration. Firms …
Keywords:
Attention To Social Comparison Information (ATSCI), ATSCIScale, CETSCALE, Consumer Ethnocentrism (CE), Rural Consumers, Tripura
