Somesh Kumar Sinha

[ 1 ] - Examining the Moderating Role of Gender on the Relationship between the Benefits of Sales Promotion and Consumer Perception

Is the impact of sales promotion on consumer perception mediated by its hedonic and utilitarian benefits in the context of Indian consumers?  Is gender having a moderating impact on the relationship between the benefits of sales promotion and consumer perception?  Authors examined both questions using a partial least square structural equation modeling (PLS-SEM). Findings revealed that hedonic ...