Volume 47, Issue 5, May 2017

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Table of Contents


Key Drivers of Purchase Intent by Indian Consumers in Omni-Channel Shopping
C. R. Rajan, T. N. Swaminathan, M. R. Pavithra 7-20
Total views: 474
The Effect of Hero Archetype in Advertising on Perceived Product Efficacy
Dwinita Laksmidewi, Harry Susianto, Adi Zakaria Afiff 21-36
Total views: 189
Nestle India Maggi : Rebuilding Trust
Girish Taneja 37-47
Total views: 291
Role of Color and Typography in Determining Brand Personality
Kokil Jain, Diksha Pasricha 48-62
Total views: 326