This study examines how advertising strategies, namely, content, media, and design, influence brand-building efforts in rural markets, with a specific focus on the mediating role of content relevance. Anchored in the Elaboration Likelihood Model (ELM), the research recognizes that rural consumers often process advertising through the peripheral route, relying on visual, linguistic, and cultural cues rather than rational evaluation. Data were collected through a structured survey of 498 rural consumers across thirteen towns in Madhya Pradesh. Using covariance-based structural equation modelling, the study finds that advertising content (β = 0.353), media (β = 0.253), and design (β = 0.298) significantly affect brand perceptions. More importantly, content relevance emerges as a key mediator, with indirect effects ranging from β = 0.180 to 0.243 (p < 0.01), indicating that rural consumers are more likely to engage with advertising that aligns with their values, language, and lifestyle. Theoretically, the study extends the ELM framework to low-involvement consumer settings and highlights the nuanced role of cultural relevance in shaping brand engagement. Practically, the findings offer marketers a roadmap for creating locally adapted and emotionally resonant campaigns that move beyond urban-centric models. This research underscores the im-portance of designing inclusive advertising strategies that build lasting brand relationships with India’s diverse rural population.

This study assesses the impact of mergers and acquisitions on Environmental, Social, and Governance (ESG) performance and market value of acquiring companies operating in India. Data were collected and analyzed from 69 M&A announcements from January 2010 to June 2023, sourced from the Bloomberg database. The analysis reveals a positive correlation between the post-merger market value of acquiring firms and their ESG performance, indicating that an improvement in ESG factors is associated with increased market value after mergers. Additionally, a positive correlation was identified between acquiring companies’ post-merger ESG performance and their target firms’ pre-merger ESG performance. This finding suggests that when acquiring a target firm with high ESG performance, the acquirer is likely to experience an improvement in its own post-merger ESG performance. Moreover, both the post-merger market value and ESG performance of the acquirer are likely to improve with the profitability and size of firms but will have a negative impact based on the leverage components of the acquiring firms.

The self-drive rental sector has witnessed exponential growth in recent years due to rising demand for long and short-distance drives among millennials. This study aims to investigate the quality of services in the self-driving rental sector and its impact on customer adoption or rejection of service in India. The conceptual framework was developed using the SERVQUAL model and other important factors affecting consumers’ service adoption. A quantitative research method was deployed, and data were gathered through a survey method using a structured questionnaire (based on a 5-point Likert scale). The sample size comprised 385 respondents, 23-38 years old millennials (with 69% of males and 31% of females). The population sample was chosen from Delhi, Mumbai, and Bangalore, India. The data were collected in March 2023. The factor and regression analyses were applied along with chi-square and SEM analyses to test the research hypotheses. The results indicated that the absence of low prices (42%), customer assistance (28 %), and security issues is responsible for consumer rejection. The factors leading to dissatisfaction are the absence of consumer schemes and discounts, a lack of staff interaction and assistance, and poor service quality. The brands must focus on the negative impact arising from the absence of these factors and effectively address the areas of improvement to regain customer trust and garner customer loyalty.

This article tries to explore consumer attitudes regarding a balanced diet and daily calorie intake monitoring during the COVID-19 pandemic in India. It has become vital to boost people’s immunity because of reoccurring diseases such as COVID-19, Ebola, and other chronic diseases such as diabetes, thyroid disease, etc. Healthy diets are important for supporting immune systems and keeping track of daily calorie consumption is an accompaniment to this. The research on attitudes toward a balanced diet is reviewed in this empirical study. Researchers employed a tri-component attitude model to assess consumer attitudes about a balanced diet and to track daily calorie consumption. A sample of 400 respondents was surveyed and data were collected with a structured questionnaire. The data were analysed using the structural equation modelling technique. The majority of respondents were found to lack declarative knowledge of both a balanced diet and daily calorie consumption. The effects of the COVID-19 pandemic on consumer attitudes about a healthy diet and daily calorie intake were effectively evaluated using beliefs, affection, and intentions. The repercussions for the government and business community were discussed. This study also evaluates the usefulness of the tri-component attitude model in the Indian context.