Volume 49, Issue 4, April 2019

Articles

• Belief - Based Marketing vs. Conjoint : An Illustration Using the Indian Mobile Phone Market

  Philip Truscott, Michael Chiam

  7-19

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  DOI: https://doi.org/10.17010/ijom/2019/v49/i4/142973

• Facilitators of E - Tail Patronage Behavior Among Generation Z Consumers

  Vivek Mishra, Biswajit Das

  20-36

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  DOI: https://doi.org/10.17010/ijom/2019/v49/i4/142974

• Market Orientation and Innovation Capabilities : Does it Impact the Performance of Small Businesses?

  M. I. M. Hilal

  37-47

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  DOI: https://doi.org/10.17010/ijom/2019/v49/i4/142975

• The Moderating Effect of Gender on Continuance Intention Toward Mobile Wallet Services in India

  T. Thirumal Reddy, B. Madhusudhana Rao

  48-62

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  DOI: https://doi.org/10.17010/ijom/2019/v49/i4/142976