Volume 45, Issue 2, February 2015

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Table of Contents


I Know it, so I do not Need to Touch it: Role of Brand Familiarity in Tactile Product Evaluation  | 
Subhash Jha, M. S. Balaji 7-19
Total views: 248
Coffee Chains Brewing Up the Taste Quotient of Indian Consumers: An Empirical Study in Delhi NCR  | 
Deepa Kapoor, Alka Munjal 20-30
Total views: 396
Eradication of Plastic Carry Bags: The Shop Owners' Perception  | 
P. S. Valarmathy 31-40
Total views: 770
Determinants of Price of Mustard Seed and Mustard Oil in Domestic Markets of India  | 
Dinesh Chand Meena, O. P. Singh, Maina Kumari 41-46
Total views: 241
Should I Win or Should I not Lose? : A Research Framework Exploring the Role of Motivation in Processing Brand Related Information in Advergames  | 
Tathagata Ghosh, Venu Gopal Rao 47-58
Total views: 434