• Publications
  • Influence
Role of celebrity in cause related marketing
Cause-related Marketing (CrM) has emerged as a rewarding strategy in developing nations for both brand and nonprofit organizations by changing the nature of corporate engagement in social causes.Expand
Behavioral Intention Towards Mobile Banking in India: The Case of State Bank of India (SBI)
The rapid growth of mobile technologies and devices makes it possible for the customers of banking services to conduct banking at any place and at any time. Expand
Performances of data mining techniques in forecasting stock index – evidence from India and US
We study the applicability of the following four data mining techniques: backpropagation neural network (BPNN), support vector regression (SVR), multivariate adaptive regression splines (MARS) and Markov chain incorporated into fuzzy stochastic (MF), for one-stepahead forecast of S&P CNX Nifty index of India and Nasdaq composite index of USA. Expand
Role of Existing Channels on Customer Adoption of New Channels: A Case of ATM and Internet Banking
Banks harness the technological platforms known as Self Service Technologies (SSTs) to the maximum extent to deliver their services. Barring ATM the patronage to other channels is not overwhelming.Expand
A machine learning-based approach to enhancing social media marketing
A new approach for developing a social media marketing strategy employs the Waikato Environment for Knowledge Analysis (WEKA). Expand
Identification of the clusters of employee brand using FIMIX-PLS and FCM
Ensuring sustenance of service brand using functional difference is arduous in this competitive era. Such brand difference is significantly based on service employees' interaction with customers. AExpand
A Study on Analysis of Non -Performing Assets and its Impact on Profitability
The banking industry plays a critical role in the Indian economy. Measuring and maintaining the asset quality of banks is important for the development of the banking sector. Nowadays, the assetExpand
Evaluation of employee brand using typological analysis in Indian airline organisation
A favourable employee brand gives service organisations competitive advantage. We analyse the typology of employee branding in an Indian airline company using finite mixture partial least squaresExpand
Bollywood Industry in the Wake of Cost Cutting Measures: Role of Quality Cues on Brand Placements
This study examines the significance and the favorability of brand placements in Indian film industry (Bollywood) movies that would generate revenues and reduce the risk of production costs for theExpand