Balaji M.S.
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Journal Articles

Expressing gratitude the right way: how and when does brand gratitude strengthen the consumer–brand relationship?

Robin Singh Bhalla, Gurbir Singh, Balaji M.S.
Journal: European Journal of Marketing
European Journal of Marketing 719–750.
https://doi.org/10.1108/EJM-09-2025-0763
Published: 23 June 2026
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Includes: Supplementary data
Journal Articles

Monetary discounts, metaphoric communication and mass prestige based branding: a comprehensive assessment

Manish Das, Charles Jebarajakirthy, Balaji M.S., Victor Saha, Mrinal Kanti Paul, Achchuthan Sivapalan
Journal: European Journal of Marketing
European Journal of Marketing (2024) 58 (10): 2319–2357.
https://doi.org/10.1108/EJM-08-2022-0584
Published: 09 October 2024
View article titled, Monetary discounts, metaphoric communication and mass prestige based branding: a comprehensive assessment
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Includes: Supplementary data
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