Antecedents of Online Shopping Experience: An Empirical Study

Abstract Online customer experience (OCE) is an evolving research area due to rapid growth of online retail in India. However, this field lacks empirical research in the Indian context. This study develops a conceptual model of OCE with antecedents, components and outcome variables, and empirically tests it through structural equation modelling using a sample of Read More …

Relationship between Brand Value and Brand Loyalty: An empirical study of consumer products

Abstract Brand building is seen as an important activity by consumer marketing companies and substantial budgets are assigned to this activity. There are several conceptualisations of brand equity. Several of these are directed towards creating a favourable customer mind-set. Customer mind-set is an umbrella construct comprising of awareness, image, attitude, emotional connect, differentiation, comprehension and Read More …

An empirical study to understand the factors influencing green supply chain management adoption in India

Abstract Companies worldwide are trying to implement green supply chain management practices at various levels of their supply chain. This process is triggered by multiple factors such as increasing awareness about environmental deterioration, increasing legislations and pressures from the government to comply with regulatory requirements, etc. A research study was conducted to understand to what Read More …

Feature Complementarity and Large Assortments: Role of Feature Complementarity in Developing Product Assortment

Abstract Companies developing new products must consider feature complementarity of the assortment as it plays a crucial role in consumers’ preference and evaluation of options they finally choose. Consumers derive more utility when feature sofa ssort mentare complementary than in an assortment with noncomplementary features. When options in the assortment have complementary features, it leads Read More …

A Study of Volatility of Select Metals Traded in the Indian Commodity Market

Abstract Commodities such as gold, silver and copper have drawn considerable attention with respect to their price volatility. The spot prices of precious metals (gold and silver) not only redirects us to review the current supply and demand condition, but also reveals the predictions of future inflation and the general business and economic environment. The Read More …