We are delighted to introduce Volume 1, Issue 2 of the South Asian Journal of Marketing (SAJM) targeting the Marketing researchers. SAJM provides an inspiring opportunity to ponder on marketing research focusing on the ...

Purpose: This study aims to develop a measurement scale for customer relationship management (CRM) practices in the hotel industry. Though many studies have been interested in CRM, much of the discussions involve backstage ...

Purpose: The purpose of this study is to investigate the influence of Green Marketing Functions on Green Brand Equity in Banking Industry in Sri Lanka. It also examines the moderating impact of the nature of the organization ...

Purpose: Taking into consideration the prolonged theories and concepts of gendered consumer guilt, this study is based on analysing whether there is an impact of gender on the consumer guilt experienced by consumers in ...