Abhishek

TL;DR: In this article, the authors have explained the applications of sensor-based communication in mobile marketing and how understanding its fast growth is important for marketers and how marketers should be aware of the different ways in which sensorbased communication can be used to build and sustain customer engagement.

TL;DR: In the absence of existing celebrity endorsement theories to satisfactorily explain the phenomenon in India, the authors uses the lens of culture to develop propositions on how consumer attitude towards celebrity endorsements is a function of cultural parameters in emerging countries like India.

TL;DR: In this paper, after a review of literature, the authors identified the variables for private label brand proneness and provided the mathematical model using discrete choice modeling, and also provided operationalization of integrated model in current Indian retail scenario and concludes with explaining the limitations.

TL;DR: In this paper, the impact of three dimensions of media context (program type, break type, and pod position) on two types of humorous advertisements: incongruity resolution (IR) and arousal safety (AS) was studied.

TL;DR: In this article, the authors make an attempt to eliminate the confusion by studying the impact of two situation variables on product evaluation and purchase intention under the influence of haptic touch and show that while emergency purchase situation has a significant impact under no-touch influence, the same can not be said for time constraint situation.