3 publications
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Published Open access
Merits & Demerits of celebrity endorsementsBy Abhay Desai
Abstract: People buying a product endorsed by the celebrities has been happening for several decades and advertising firms use their communicative skills in convincing their clients that celebrity endorsement of a Brand is the best bet in the current circumstances because of the standardization of many products and inability of the companies to create a strong differential or USP in a product that can have temporary competitive advantage or sustained competitive …
Published in NOLEGEIN Journal of Advertising and Brand Management · Vol. 1, Issue 2, 2018 · pp. 32–35 Read article →
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Published Open access
Gender Perceptions in Making High value Purchase DecisionsBy Abhay Desai
Abstract: High value purchase decisions like buying a flat or buying a very expensive car involves huge involvement of males and females. However, effort is made to investigate as to what are the obvious and subtle differences in the buying motives and behavior of males and females. Normally consumers go for well-known brands or reputed brands if it involves high value purchase. However, males and females think differently when it comes …
Published in NOLEGEIN Journal of Consumer Behavior & Market Research · Vol. 1, Issue 2, 2018 · pp. 43–46 Read article →
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Published Open access
CSR Activities & its SignificanceBy Abhay Desai
Abstract: The case study describes about the corporate social responsibility (CSR) activities performed by the company amidst the controversies erupted because of peculiar sales and marketing policies implemented by the company to augment their business. CSR defines the company’s contribution to the society, but at the same time, unethical business practices are likely to dilute the impact of CSR done by the company regardless of its stature in the industry.
Published in NOLEGEIN Journal of Business Ethics , Ethos & CSRw · Vol. 1, Issue 2, 2018 · pp. 1–4 Read article →