01
Case Report
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From Heritage Brand to Lifestyle SUV : The Mahindra Thar Roxx Case
Thomason Rajan
John Pravin Motha
· pp. 9–25
DOI: https://doi.org/10.17010/ijom/2026/v56/i7/175631
Abstract Purpose : This teaching case examined how Indian automaker Mahindra & Mahindra Ltd. (M&M) revitalized its SUV strategy through the launch of the 5-door Mahindra Thar Roxx. It also explored the re-engineering challenges that M&M faced while designing the …
Keywords:
Keywords : brand repositioning, marketing strategy, SUV market in India, brand authenticity, product launch management, electric vehicle transition
02
Research Article
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Understanding the Influence of Nostalgia Marketing on Cuisine Consumption Behavior in North India
Swati Sharma,Balgopal Singh,Kamal Jaiswal
· pp. 26–44
DOI: https://doi.org/10.17010/ijom/2026/v56/i7/175609
Abstract Purpose : This research aimed to investigate the role of nostalgia factors, such as personal, historical, and cultural, on individual emotions influencing their consumption behavior in the context of traditional food consumption in North India. Methodology : …
Keywords:
stimulus–organism–response, personal nostalgia, historical nostalgia, cultural nostalgia, nostalgic emotions, traditional food, consumer behavior, purchase intentions
03
Research Article
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Fear, Regret, and the Urge to Buy : Psychological Pathways to Impulsive Consumption During Crises
Bhuvanesh Kumar Sharma, Sneha Rajput
· pp. 45–63
DOI: : https://doi.org/10.17010/ijom/2026/v56/i7/175325
Purpose : This study investigated the psychological mechanisms driving impulsive buying (IB) behavior during crises, focusing on the roles of perceived scarcity (PS), uncertainty avoidance (UA), and in-store hoarding (ISH). It examined how these antecedents influenced cognitive closure (CC) and …
Keywords:
impulsive buying (IB) behavior, COVID-19, pandemic, in-store hoarding (ISH), anticipated regret (AR), scarcity, uncertainty avoidance (UA)
04
Research Article
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Do Social Media Influencers Shape Gen Z Consumers’ Purchase Intentions Toward Electric Vehicles? An Empirical Study in Delhi-NCR
Sayed Mohd Qaim, Vijay Prakash Gupta
· pp. 64–87
DOI: https://doi.org/10.17010/ijom/2026/v56/i7/175686
Purpose : This research investigated the impact of social media influencers on the purchase intentions of Gen Z consumers for electric vehicles (EVs) in the Delhi-NCR Region of India within the framework of the National Electric Mobility Mission Plan (NEMMP). …
Keywords:
social media influencers; Gen Z consumers; purchase intention; electric vehicles; NEMMP; influencer marketing; consumer behavior
