Brand Personality and Consumer Attachment: A Study of Emotional Branding Abstract In an era characterized by product parity and market saturation, the ability to create deep emotional connections with consumers has become a critical driver of sustainable competitive advantage. This paper aims to explore the related constructs of brand personality and consumer-brand attachment with […]
Investor Perceptions Towards Sustainable Investment in Mutual Funds: A Case Study of Delhi-NCR Abstract This study examines investor perceptions towards sustainable investment in mutual funds with special reference to the Delhi-NCR region. The research analyses awareness levels, perceived risk and return, motivating factors, and challenges faced by investors. Primary data was collected through a […]
E-wallet Green Financing: A Sustainable Path to Financial Inclusion and Environmental Conservation Abstract In an era where finance technology and environmentalism intersect, an emerging concept links financial inclusion and sustainability – E-wallet Green Financing. This research paper explores the field of E-wallet Green Financing by analysing its underlying concepts, opportunities, challenges, and future trends. […]
Marketing Strategies for Rural Consumers Abstract Marketing strategy provides the roadmap to achieve the marketing strategies and it is a comprehensive plan to attain the organization objectives. Marketing strategies help to use maximum scarce resources to attain the objectives and increase the sales of the organization. It is designed by focusing on the target […]
Retail Investors’ Participation in Indian Stock Markets: Trends and Determinants Abstract Retail investor participation in the Indian stock market has witnessed unprecedented growth during the last decade, particularly after the COVID-19 pandemic. The rapid expansion of demat accounts, digital trading platforms, financial literacy initiatives, and favorable regulatory reforms have transformed India’s equity market landscape. […]
CUSTOMER’S PERCEPTION TOWARDS ONLINE LEARNING/EDUCATION IN INDIAN CITIES Abstract This paper examines customer perception towards online learning in Indian cities, with a focus on preferences between online and offline education, perceived effectiveness, and key advantages and limitations of online modes of learning. Using a descriptive research design and primary data from 115 respondents (students, […]
Role of Neo Banks in traditional finance disruption Abstract Neobanks — digital-only financial entities that operate without physical branches — have rapidly gained prominence by offering customer-centric, technology-driven banking solutions. This paper systematically reviews the literature on how neobanks disrupt traditional banking and synthesises secondary data to empirically interpret their impact on efficiency, customer […]
From Idea to Impact: Entrepreneurial Pathways for AI-Enabled Smart Tourism Ventures Abstract Artificial Intelligence (AI) is transforming the tourism and hospitality industry, opening new doors for entrepreneurial innovations, and competitive advantage. This study considers the entrepreneurial journey of AI-enabled smart tourism ventures; in particular, translating an idea into market outcomes. Using a quantitative research […]
EMOTIONALLY INTELLIGENT LEADERSHIP: AN INTEGRATIVE FRAMEWORK FOR DEVELOPING RELATIONSHIPS AND CONTINGENT DECISION-MAKING FOR YOUNG LEADERS Abstract Emotional intelligence (EI) is a vital component of effective leadership, particularly for young leaders who face complex organizational challenges and dynamic environments. This paper presents an integrative framework for emotionally intelligent leadership, focusing on two critical dimensions: developing […]
Consumer Psychology in the Age of Social Media Marketing Abstract The emergence of social media marketing has revolutionized the way consumers receive, perceive, and react to marketing communications. Unlike other forms of marketing, social media marketing is based on interactive, peer-centric, and algorithmically curated environments that have a significant impact on the psychology of […]