Browsing Dr Anusree M R by Issue Date

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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 ...
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 ...
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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