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Discovering the Dirty truth behind customer loyalty

The majority of the consumers believe the sellers in the name of “LOYALTY” (Srivastava & Rai, 2018). Moreover, they expect individual and customised loyalty programs thinking that loyalty programs are true and offers them rewards...

Celebrity endorsements and the responsibility quotient

Should celebrities be responsible for brand claims and their deliverables? What is the proper scope and degree of this responsibility? These questions call for discussion on celebrity endorsements that focuses on the various aspect of...