Prof Vish Maheshwari's Outputs (2)

Gender differences: visual attention and attitude toward advertisements (2020)
Journal Article
Boscolo, J., Oliveira, J., Maheshwari, V., & Giraldi, J. (2020). Gender differences: visual attention and attitude toward advertisements. Marketing Intelligence and Planning, 39(2), 300-314. https://doi.org/10.1108/mip-11-2019-0598

Purpose
This study examines the differences between genders in visual attention and attitudes toward different types of advertisements.

Design/methodology/approach
An experimental design using a structured questionnaire and six print advertiseme... Read More about Gender differences: visual attention and attitude toward advertisements.

Internet marketing (2020)
Book Chapter

Internet marketing has changed the outlook for businesses in the way they promote their products and services and the how they engage with their existing and prospective customers. Customer personas have been used in traditional marketing and digital... Read More about Internet marketing.