All Stories

  1. Understanding the Magic of Credibility for Political Leaders: A Case of India and Narendra Modi

    Article • Journal of Political Marketing, August 2019, Taylor & Francis

    Dr Prof Varsha Jain

  2. Luxury: Not for Consumption but Developing Extended Digital Self

    Article • Journal of Human Values, November 2017, SAGE Publications

    Dr Prof Varsha Jain

  3. How digital platforms influence luxury purchase behavior in India?

    Article • Journal of Marketing Communications, June 2016, Taylor & Francis

    Dr Prof Varsha Jain

  4. Generation Y as Digital Consumer:A Conceptual Framework for Mobile Marketing in India

    Article • Media Watch, May 2016, Media Watch

    Dr Prof Varsha Jain

  5. The U-Constructs and Mobile Usage Behavior: Development and Validation of the U-Feat Scale

    Article • International Journal of Human-Computer Interaction, December 2015, Taylor & Francis

    Dr Prof Varsha Jain

  6. Effect of Audience Personality Traits on Reality Show Watching Motives

    Article • Media Watch, August 2015, Media Watch

    Dr Prof Varsha Jain

  7. Conceptualizing luxury buying behavior: the Indian perspective

    Article • Journal of Product & Brand Management, May 2015, Emerald

    Ashok Ranchhod, Dr Prof Varsha Jain

  8. Effects of show windows on female consumers’ shopping behaviour

    Article • Journal of Consumer Marketing, August 2014, Emerald

    Dr Prof Varsha Jain

  9. Show Window Attitudes Survey

    Article • January 2014, American Psychological Association (APA)

    Dr Prof Varsha Jain

  10. A dual-system approach to understanding “generation Y” decision making

    Article • Journal of Consumer Marketing, October 2013, Emerald

    Dr Prof Varsha Jain

  11. The Emerging Trends in Global Advertising

    Article • Media Asia, January 2012, Taylor & Francis

    Dr Prof Varsha Jain

  12. Generation Y and Mobile Marketing in India

    Article • IGI Global

    Dr Prof Varsha Jain

  13. The Usage and Applications of Mobile Apps

    Article • IGI Global

    Dr Prof Varsha Jain