[Author Affiliation]

Vasant V. Bang is an Associate Professor of Marketing at KIIT School of Management, 6, Ideal Colony, Paud Raod, Kothrud, Pune 411038, India, tel. 0091-20-25469591, vvbang@rediffmail.com. Sharad L. Joshi is the Director at Vishwakarma Institute of Management, Kon dhwa (BK), Pune 411048, India, tel. 0091-20-26932800, sharadjoshi@vimpune.ac.in. The paper is based on the doctoral research work of first author at Birla Institute of Technology and Science (BITS) Pilani, India. The second author is the doctoral research guide. The authors would like to sincerely thank Dr. James Gentry, editor-in-chief of AMSR and the three anonymous reviewers for their valuable comments, ...

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