Dr. Varsha Jain
Dr. Varsha Jain
Professor in Integrated Marketing Communications and the Co-chair, FPM (Doctoral Level Program) at
Verified email at micamail.in
Title
Cited by
Cited by
Year
A dual-system approach to understanding “generation Y” decision making
V Viswanathan, V Jain
Journal of consumer marketing, 2013
1102013
Understanding the orientation of gen Y toward mobile applications and in-app advertising in India.
K Bhave, V Jain, S Roy
International Journal of Mobile Marketing 8 (1), 2013
702013
The moderating role of consumer personality and source credibility in celebrity endorsements
S Roy, V Jain, P Rana
Asia-Pacific Journal of Business Administration, 2013
682013
Navigating Generation Y for Effective Mobile Marketing in India: A Conceptual Framework.
V Jain, S Pant
International Journal of Mobile Marketing 7 (3), 2012
582012
Effect of QR codes on consumer attitudes.
S Narang, V Jain, S Roy
International Journal of Mobile Marketing 7 (2), 2012
522012
Exploring Generation Z's Purchase Behavior towards Luxury Apparel: a Conceptual Framework.
V Jain, R Vatsa, K Jagani
Romanian Journal of Marketing, 2014
462014
Understanding meaning transfer in celebrity endorsements: a qualitative exploration
V Jain, S Roy
Qualitative Market Research: An International Journal, 2016
372016
Conceptualizing luxury buying behavior: the Indian perspective
V Jain, S Roy, A Ranchhod
Journal of Product & Brand Management, 2015
352015
Effects of show windows on female consumers’ shopping behaviour
V Jain, M Takayanagi, EC Malthouse
Journal of Consumer Marketing, 2014
342014
What really works for teenagers: human or fictional celebrity?
V Jain, S Roy, A Daswani, M Sudha
Young Consumers, 2011
322011
Discovering India's three levels of luxury consumption: An exploratory research to find a conceptual framework
DE Schultz, V Jain
Journal of Marketing Communications 24 (3), 250-269, 2018
282018
DIFFERENTIAL EFFECT OF NATIONAL VS. REGIONAL CELEBRITIES ON CONSUMER ATTITUDES.
V Jain, S Roy, A Kumar, A Kabra
Management & Marketing 5 (4), 2010
212010
Customer Perception About Celebrity Endorsement in Television Advertising for Retail Brands.
V Jain, M Sudha, A Daswani
IUP journal of brand management 6, 2009
212009
How celebrities are used in Indian television commercials
V Jain, S Roy, A Daswani, M Sudha
Vikalpa 35 (4), 45-52, 2010
192010
Understanding luxury branding: a conceptual framework
A Daswani, V Jain
Media Asia 38 (3), 131-139, 2011
182011
Mobile marketing: The emerging Indian perspective.
V Jain, S Pant, A Daswani
International Journal of mobile marketing 6 (2), 2011
172011
Understanding Indians purchase behaviour process: luxury apparel sector
V Jain, S Pingle, A Daswani
Metamorphosis 11 (1), 82-94, 2012
152012
Setting the future of digital and social media marketing research: Perspectives and research propositions
YK Dwivedi, E Ismagilova, DL Hughes, J Carlson, R Filieri, J Jacobson, ...
International Journal of Information Management, 102168, 2020
142020
An integrated model of luxury fashion consumption: perspective from a developing nation
S Roy, V Jain, N Matta
Journal of Fashion Marketing and Management: An International Journal, 2018
142018
Understanding generation Y and their perspective on proximity and permission based SMS marketing
J Chhateja, V Jain
Romanian Journal of Marketing, 2, 2014
142014
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