The current study aimed to examine pricing strategies as a determining factor in influencing
consumer behavior. The present research applied quantitative research method via …

Now in its second edition, this textbook explores the continuing transformation of advertising,
sales promotion, and public relations functions within the marketing discipline. The content …

Purpose As e-commerce has expanded rapidly, online shopping platforms have become
widespread in India and throughout the world. Product return, which has a negative effect on …

It is crucial for companies to build brand loyalty in order to sustain in highly competitive
marketplace. Brand loyalty prevents customers to switch to other brands whereas providing …

Purpose This research aims to comprehend the factors that impact the emerging inclination
of consumers toward mobile finance technology (fintech) services over banking institutions …

Personality characteristics influence individuals' perceptions, evaluations, and behaviors
toward external stimuli. This study aims to investigate the influence of the extroversion …

This study investigates the impact of homophily, influencer social presence, and influencer
physical attractiveness on affinity in the beauty and fashion industry through influencer …

Consumer segmentation is an electronic marketing practice that involves dividing
consumers into groups with similar features to discover their preferences. In the business-to …

Global organic skin care market is expected to be valued at₹ 159 billion by 2027. Asian
countries are the most sought after by organic skin care brands due to increasing preference …

Purpose The purpose of this study is to explore brand customer erosion at both the category
and brand levels while considering consumer socio-demographic characteristics and weight …