Table of contents - Special Issue: Consumers and Marketing in Emerging Markets
Guest Editors: Anita Goyal, Moutusi Maity
Consumer insights for developing markets
Russell W. BelkMultinational companies (MNCs) entering developing markets face cultural, language, and other barriers to understanding consumers. Ethnographic consumer insights research offers…
Reinventing marcom for the new marketplace
Don E. SchultzThe purpose of this viewpoint is to raise the issue of the development of marketing communication in and for emerging markets.
Determinants of customers' online purchase intention: an empirical study in India
Arun Thamizhvanan, M.J. XavierAccording to Associated Chambers of Commerce and Industry of India (ASSOCHAM), the size of the Indian online retail industry is INR 2000 crore and the industry is projected a…
Mediating roles of commitment and corporate image in the formation of customer loyalty
Harsandaldeep Kaur, Harmeen SochIdentifying the loyalty drivers to cell phone operators is extremely important in today's competitive environment. Consensus is absent in the marketing literature on how loyalty…
Customer usage intention of mobile commerce in India: an empirical study
Rakhi Thakur, Mala SrivastavaMobile commerce is a broad term used for mobile banking, mobile ticketing, mobile coupons, purchasing of goods and services using mobile phones. Considering mobile penetration and…
ISSN:
1755-4195Online date, start – end:
2009Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr G Shainesh