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Arjun J. Nair is currently associated with St. Lawrence College in Canada. Srdihar Manohar currently works at the Doctoral Research Center of Chitkara Business School, Chitkara University, Rajpura, Punjab. They completed their doctorate in the area of services marketing from VIT Business School, VIT University and hold a bachelor's degree in technology and dual master's degrees in business administration and organizational psychology. The author is also certified with FDP at IIM-A and possesses expertise in service marketing, innovation and entrepreneurship, scale development process, and multivariate analytics. Their interests lie in teaching business analytics, innovation and entrepreneurship, research methodology, and marketing management. The author has published around 20 research papers that include Scopus-listed and ABDC-ranked international journals such as Society and Business Review, Benchmarking: An International Journal, Electronics Market, Corporate Reputation Review, International Journal of Services and Operations Management, and International Journal of Business Excellence. They have also presented papers and ideas in numerous international conferences. Yam B. Limbu, Ph. D. is a Professor of Marketing at Montclair State University. His research interests include consumer behavior, marketing ethics, services, internet marketing, and healthcare marketing. His publications have appeared in various journals, including Industrial Marketing Management, European Journal of Marketing, Journal of Consumer Affairs, Journal of Research in Interactive Marketing, International Journal of Advertising, International Journal of Bank Marketing, Journal of Business & Industrial Marketing, British Food Journal, Health Communication and Social Science & Medicine. Dr. Limbu has co-authored a book and book chapters. Dr. Limbu has served as Editor-in-Chief for the International Journal of Business and Emerging Markets. He has been a guest editor and co-edited special issues for several journals. He also serves on the editorial boards of various journals. Dr. Limbu has served as vice president of the Academy of Global Business Research & Practice (AGBRP) (2019-2021), formerly known as the Society for Global Business & Economic Development (SGBED) (2013-2018). He has served various professional associations. Dr. Limbu has served as Keynote Speaker, Plenary Speaker, General Chair, Program Co-Chair, Track Chair, Proceedings Editor, Session and Meet the Editors and Doctoral Workshop Panel Members for conferences and symposiums. He has conducted research workshops and seminars with faculties and doctoral students. He serves as a visiting faculty at various institutions. Bruce A. Huhmann (Ph.D., University of Alabama, 1999) is Professor and Chair of the Department of Marketing in the School of Business at Virginia Commonwealth University. He has previously served as Interim Chair of the Department of Finance, Insurance, and Real Estate at Virginia Commonwealth University, Wells Fargo Professor and Director of the Daniels Fund Ethics Initiative at New Mexico State University, and F. Ross Johnson Fellow and Assistant Professor of Marketing at the University of Manitoba. His research focuses on advertising executions and information, advertising and consumer welfare in health and financial services, and the impact of technology on sales. His publications have appeared in the Journal of the Academy of Marketing Science, Journal of Consumer Research, Journal of Business Research, Journal of Advertising, International Journal of Advertising, European Journal of Marketing, Psychology & Marketing, Journal of Consumer Affairs, Journal of Public Policy & Marketing, and several other journals and scholarly books.

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