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Browsing Articles by Author "Malodia, Suresh"

Browsing Articles by Author "Malodia, Suresh"

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  • Decoding the DNA of Millennials 
    Malodia, Suresh; Bhatt, Alka Singh (BloomsBury, 2018-03-01)
    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 ...
  • Ge in India: Changing Healthcare 
    Malodia, Suresh; Jaiswal, A.K. (IIMA Case Centre, Indian Institute of Management Ahmedabad, 2016-11-16)
    GE Healthcare was on a continuous lookout for investing into new and innovative super value products for the Bottom of the Pyramid markets in India. After launching its first successful super value ECG machine Mac 400, GE ...
  • Measuring the Impact of Brand-Celebrity Personality Congruence on Purchase Intention 
    Malodia, Suresh; Singh, Pankaj; Goyal, Vinay; Sengupta, Atri (Journal of Marketing Communications, 2017-05-09)
    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. ...
  • Using HOLSAT to Evaluate Satisfaction of Religious Tourist at Sacred Destinations: The Case of Religious Travelers Visiting Sacred Destinations in the Himalayas, India 
    Malodia, Suresh; Singla, Harish (Emerald Publishing, 2017-06-05)
    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 ...

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