Welcome to the Research @IIMB
The Digital Institutional Repository of IIM Bangalore
This repository provides metadata of IIMB Publications and aimed at creating and preserving an archive of Institution scholarship. IIMB Publications include Articles, Working Papers (FULL TEXT), Book Chapters published by Faculty, Doctoral Dissertations by FPM Scholars and Project reports of Students enrolled in various courses of IIMB.
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Browsing by Subject Hedonic
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| Issue Date | Title | Sub-Title | Author(s) | Journal Name | Volume Number | Issue Number | Pages |
|---|---|---|---|---|---|---|---|
| 2021 | Role of green marketing in influencing a product's purchase decision: Hedonic vs Utilitarian | - | Parekh, Parag Kamlesh ; Mittal, Jhalak | 31p. | |||
| 2019 | To emoji or not to emoji? : examining the influence of emoji on consumer reactions to advertising | - | Das, Gopal ; Wiener, Hillary J D ; Kareklas, Loannis | Journal of Business Research | Vol.96 | 147-156p. |