Journal of Indian Business Research: Volume 4 Issue 3

Karma orientation in boundary spanning sales employees: A conceptual framework and research propositions

Ramendra Singh, Rakesh Singh

The purpose of this article, based on the Indian philosophy of Karma that all individual actions have the power to bring joy or sorrow based on the nature of action, is to propose…

Measuring dynamic effects of advertising: a case study in India

Mehir Baidya, Bipasha Maity, Kamal Ghose

The purpose of this study is to estimate the relative contributions of individual marketing mix variables to sales as well as short‐term and long‐term effects of advertising in…

Interdependence between experience marketing and business strategy

Seema Gupta

The extant literature on experience marketing takes a narrow functional approach engaging with issues like defining an experience brand and recommending strategies for creating a…

Investor sentiment, risk factors and stock return: evidence from Indian non‐financial companies

Saumya Ranjan Dash, Jitendra Mahakud

The purpose of this paper is to evaluate the pricing implication of aggregate market wide investor sentiment risk for cross sectional return variation in the presence of other…