In-store marketing of private labels: applying cue utilisation theory S Mishra, G Malhotra, G Saxena International Journal of Retail & Distribution Management 49 (1), 145-163, 2020 | 30 | 2020 |
Firms’ reputation for innovation: Role of marketing capability, innovation capability, and knowledge sharing A Ganguly, C Kumar, G Saxena, A Talukdar Journal of Information & Knowledge Management 19 (02), 2050004, 2020 | 25 | 2020 |
Consumers' psychological reactance and ownership in in-game advertising G Malhotra, S Mishra, G Saxena Marketing Intelligence & Planning 39 (6), 842-855, 2021 | 14 | 2021 |
Battle between psychological ownership and consumer animosity to influence consumers' buying behavior: a moderated mediation model S Mishra, G Saxena, R Chatterjee Asia Pacific Journal of Marketing and Logistics 35 (4), 944-961, 2023 | 7 | 2023 |
Luxury customer's motivations to adopt gamification S Jain, S Mishra, G Saxena Marketing Intelligence & Planning 41 (2), 156-170, 2023 | 7 | 2023 |
Revisiting the Past to Understand the Current Debates on Service-Dominant Logic N Bhanja, G Saxena Services Marketing Quarterly 43 (2), 240-255, 2022 | 7 | 2022 |
Brand sponsorship effectiveness: how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands TR Moharana, D Roy, G Saxena Journal of Brand Management, 1-17, 2023 | 3 | 2023 |
Enhancing affective commitment through gamified services of luxury brands: role of game mechanics and self-congruity G Saxena, S Jain, S Mishra Journal of Services Marketing, 2023 | 2 | 2023 |
A comparison of Indian public and private sector banks based on banking service quality model M Dash, G Saxena Available at SSRN 2190079, 2012 | 1 | 2012 |