01
Original Article
Open Access
Private Label Fashion Brands: Through the Lens of Masstige Marketing Theory
Prashant Chaudhary, Sarika Sharma
· pp. 8–23
DOI: 10.17010/ijom/2022/v52/i6/169833
The purpose of this study was to investigate the influence of private label brands (PLBs) developed and managed by fashion retailers on the loyalty of customers towards the fashion retailers. We further intended to study the significance of PLBs in …
Keywords:
Fashion Retailing, Masstige Marketing, Private Label Brands (PLBS), Perceived Fashion Value, Customer Patronage, Brand Loyalty
02
Original Article
Open Access
Can Indian Millennials be Engaged Through Online Customer Gamified Experience?
Mallika Srivastava, Semila Fernandes
· pp. 24–40
DOI: 10.17010/ijom/2022/v52/i6/169834
Purpose: Extant literature has indicated that millennials in emerging markets could not trust the brand. Hence, companies should be able to build the correct type of trust and experiences to create a gamified experience, resulting in brand loyalty. This paper …
Keywords:
Gameful Experience, Customer Brand Engagement, Continued Engagement Intention, Brand Loyalty
03
Original Article
Open Access
Comparing Factors Influencing Loyal Consumption Behavior Towards Fast-Food Restaurants
Ajwinder Singh, Parul Nanda
· pp. 41–58
DOI: 10.17010/ijom/2022/v52/i6/169835
Facing saturation back home, many global fast-food restaurants have enhanced their presence across tier 2 and tier 3 cities in India to increase their market. The factors that propelled this buoyancy include rapid urbanization, changing lifestyles, less switching costs, and …
Keywords:
Service Quality, SERVQUAL, Fat-Food Service, Loyal Consumption Behavior, AHP, TOPSIS
04
Original Article
Open Access
‘Buy Luxury’: Adapting the SHIFT Framework to Explore the Psychological Facets Enabling Consumers for Sustainable Luxury Consumption
Arunangshu Giri, Wendrila Biswas, Jari Salo
· pp. 59–66
DOI: 10.17010/ijom/2022/v52/i6/169836
This era of the global market is witnessing a new look for luxury products and services. There has been an accelerating shift in consumption patterns and consumer preferences for sustainable luxury products. Moreover, the COVID - 19 pandemic acted as …
Keywords:
Psychological, Consumer, Sustainable, Luxury, Consumption, SHIFT Framework, Short Communication
