Claim Your Author Page
Ensure your research is discoverable on Semantic Scholar. Claiming your author page allows you to personalize the information displayed and manage publications.
EXECUTIVE SUMMARY Children constitute an important target market segment and merit attention from a marketing perspective. The role that children play in making decisions concerning the entire family… (More)
This article investigates the extent of market orientation in a country about which most readers of Marketing Intelligence & Planning will know little, at least in the marketing context. In India,… (More)
Consumers lend to develop a relationship with the brands by offering their trust and loyalty. Equity of a brand can also be defined in terms of this relationship. The feelings evoked by brand can be… (More)
Attitude toward advertising is one of the main antecedents of attitude toward advertisements; which in turn affect the feelings of consumers about products or brands. The present study measures the… (More)
The Apparel industry is one of the largest sources of foreign exchange in the country. India exported garments worth US$6.46 billion in 2003. With the Multi-Fibre Arrangement (MFA) phase-out coming… (More)
This paper identifies the belief dimensions for Indian consumers' attitude toward advertising. A sample of 873 consumers including 458 males and 415 females has been drawn from North Indian States… (More)