Past marketing literature have seldom reported the use of sophisticated marketing research tools to develop new products in the tourism sector. When Indian tourism sector is in the process of growth it is wise to look at ...

A study of how couples choose a restaurant finds a two-step process, in which each partner determines an individual utility for a particular restaurant’s attributes and then the two partners negotiate a joint family utility ...

Purpose – The purpose of this paper is to examine the influences of parent brand characteristics and brand-extension fit on attitude towards the extension in the context of services-to-goods (SG) brand extension compared ...

In the past, consumer involvement has receive,notable attention among academicians as it is considered to have paradigmatic implications on the consumer decision making. However, studies in this area have been mostly ...

Advertisers are looking for newer methods and media to reach the consumers for various reasons. The objective of brand communication has been to expose the audience to a brand, whereby the effect can be maximized in terms ...

Customer Relationship Management (CRM) has its origin in the basic paradigm of marketing i.e. to satisfy customers with the best possible alternative in the market through a relational exchange process. Customer relationship ...

The significant outcome of the government policy of liberalisation in industrial and financial sector has been the development of new financial instruments. These new instruments are expected to impart greater competitiveness ...

Service research has contributed to our understanding of the externally-directed emotions that customers experience, such as anger. However, there is limited knowledge about the self-directed emotions that customers ...

Expert power is recognized as a non-coercive source of power, which can be effectively employed in the context of channel management. The paper attempts of look at the impact of expert power on certain channel relationship ...

A study of how couples choose a restaurant finds a two-step process, in which each partner determines an individual utility for a particular restaurant's attributes and then the two partners negotiate a joint family utility ...