Millennials get a bad rap. The society views them as a 'me' generation-a generation that is self-centered, self-indulged, entitled, needs gratification and is easily side tracked by technology. The author proposes that the ...

The present study aims to understand the impact of congruence between brand and celebrity personality on consumers attitude and purchase intentions. The data were collected from 382 business school students in India. ...

Purpose: This paper seeks to measure the satisfaction of religious tourists travelling to various destinations in the Himalayas in order to identify the expectation-experience gaps and understand the shift in motives of ...