Items where Author is "Baksi, Arup Kumar"

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Baksi, Arup Kumar and Panda, Tapan Kumar (2019) Consumer Innovativeness : The mediating role of leading edge status (LES) on adoption of innovative products in Indian rural markets. Indian Journal of Marketing, 49 (6). pp. 7-20. ISSN 0973-8703

Baksi, Arup Kumar and Panda, Tapan Kumar (2018) Redefining brand-consumer relationship through anthropomorphisation: Moderating impacts of self-brand integration and brand attitude, personal care brands. SCMS Journal of Indian Management, 15 (3). pp. 47-59. ISSN 09733167

Baksi, Arup Kumar and Panda, Tapan Kumar (2018) Branding destinations with multisensory brand associations and evaluating its impact on behavioural pattern under the intervention of multiplex phenomenon of relationship-branding. Management Science Letters, 8 (11). pp. 1169-1182. ISSN 19239335

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