Browsing by Author "Anusree, MR"

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Does game rules work as a game changer? Analyzing the effect of rule orientation on brand attention and memory in advergames

S, Sreejesh; Anusree, MR; Ponnam, Abhilash (Elsevier, 2018-04)

In advergames, marketers typically use a brand execution strategy of enacting the game rules and embedding the targeted brands in these rules to achieve the brand effectiveness. Despite the extensive use of this mode of ...
A qualitative investigation of e-tail brand affect

Sarkar, Abhigyan; Sarkar, Juhi Gahlot; S, Sreejesh; Anusree, MR (Emerald Group Holdings Ltd, 2018-02-27)

Purpose The purpose of this paper is to qualitatively investigate various factors associated with e-tail store brand affect. Design/methodology/approach Data were collected by conducting semi-structured depth interviews ...
You are so embarrassing, still, I hate you less! Investigating consumers’ brand embarrassment and brand hate

Sarkar, Abhigyan; Sarkar, Juhi Gahlot; Sreejesh, S; Anusree, MR; Rishi, Bikramjit (Springer, 2019-08-01)

Brand hate is an emerging concept representing the dark side of the consumer–brand relationship. This research investigates whether negative brand social self-expressiveness can significantly predict brand hate via creating ...

Now showing items 1-3 of 3

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