The service sector is the strongest pillar of any economy and offers tremendous opportunities for research. Information search behaviour for services has been a relatively underexplored area of research, particularly in emerging economies like India. The present study investigated the …

There is an emerging paradigm shift in management over the last two decades towards spirituality. Before going for studies in marketing and spirituality in the Indian context, it is essential to first understand spirituality in the Indian context because India …

Music’s ability to suggest certain brand impressions were investigated in this study based on the theory of ‘musical fit.’ This is because music/voice content that ‘fit’ should prime certain impressions of the listeners’ knowledge for the brand and an increase/decrease …

The rapid adoption of smartphones in the last few years indicates the changing scenario of communication patterns. The mobile app market is taking prime space in the digital world with high adoption and year-on-year growth rate. Out of all the …