• Publications
  • Influence
In‐film placement trends: a comparative study of Bollywood and Hollywood
Purpose – The purpose of this paper is to understand the growing phenomenon of brand placements in the Indian movie industry. The study goes further to compare the incidence and the nature of brandsExpand
Indian gamers' recall, recognition and perceptions of in‐game placements
Purpose – The purpose of this paper is to examine the effect of in‐game placements on the explicit memory of Indian gamers and understand their attitude towards this form of communication. ItExpand
Online grocery retailing – exploring local grocers beliefs
The purpose of this paper is to understand the beliefs of local grocery retailers about online grocery retailing. Using the theory of planned behavior (TPB), the study explores the outcome, normativeExpand
Cause-Related Marketing Research (1988–2016): An Academic Review and Classification
ABSTRACT This study provides an overview of the scholastic literature on cause-related marketing (CRM) during the period 1988–2016. The purpose of this study was to first identify significantExpand
In-Film Placements of Product Brands in Hindi Films: Practices and Preferences
In India, in-film placements have gained attention from film production houses and companies but not much information is available about the audience preferences regarding this form of communication.Expand
Cause Related Marketing - An Indian Overview
The Indian market has witnessed all types of organizations ranging from national to multinational to regional as well as local adopting cause related marketing (CRM) practice since the late nineties.Expand
HRM 4.0 and the Shifting Landscape of Employer Branding
The pace of transformation in the business landscape has made it mandatory for the human resource function within the organisation to evolve, adapt and adjust to the demands of the marketplace. ThisExpand
Intention to Participate in Cause Related Marketing: Influence of Cause
The most widely accepted definition for CRM is provided by Varadarajan and Menon (1988) and it defines CRM as “a process of formulating and implementing marketing activities that are characterized byExpand
Consumer skepticism towards cause related marketing: exploring the consumer tendency to question from emerging market perspective
There has been an increase in number of skeptical consumers who do not trust the actions of the marketers. Cause related marketing (CRM) is primarily being used by companies to position themselves onExpand
Exploring the interconnections of consumer preference between cause type and cause scope in a cause-related marketing activity: evidence from Indian context
Cause-related marketing (CRM) is defined by Varadarajan and Menon (1988) as "a process of formulating and implementing marketing activities that are characterised by an offer from the firm toExpand