The impact of the COVID‐19 pandemic on the overall well‐being of consumers is disastrous.
However, there is limited understanding of how the COVID‐19 situation affects consumer …

ABSTRACT A disparate collection of knowledge on the well‐being of low‐income
consumers presents difficulties for both academics and practitioners. This review article …

Purpose The objective of the study is to understand the reasons for the resilience of rural
periodic markets. Small retailers patronise these markets, and by identifying the reasons for …

This paper examines how the Government of India (GOI) used macrosocial marketing (MSM)
to address the issues of clean cooking fuel accessibility and affordability and structural …

A growing body of literature is focused on subsistence markets and how marketing
interventions can increase well‐being for those whose daily existence is a struggle to …

Emerging countries are populated with low-income consumers. Academics and corporations
have paid little attention to studies that would provide light on consumer behavior in these …

This article explores the spatial marketing system in India. It highlights a case where market
failure is institutionalized through the normalization of heterotopia in the consumption of …

This introductory article makes a critical estimation of the impact of pandemics on the Global
South consumer's well‐being. Our paper moves beyond the concerns of the other papers of …

This research investigates the effect of religiosity on customers' response to service failure.
In three studies, the authors provided evidence to the mediating role of belief‐in‐fate in …

Constructive Engagement (CE) aims at developing sustainable and equitable marketing
systems that ensure collective well-being. This paper reflects on an initiative that …