The COVID‐19 pandemic has created unprecedented disruptions in consumers' daily lives.
Regulations imposing social distancing, quarantine and full‐scale lockdowns have …

Customers at the bottom of the pyramid (BOP) desire to use the same products as affluent
consumers. Thus, BOP customers tend to participate in aspirational consumption. The …

This study explores consumer behavior during the pandemic through the lens of social
cognitive theory (SCT). Using the SCT framework and assessing the pandemic as an …

Despite the voluminous purchasing power of the consumers at the base of the pyramid
(BOP), substantial research has not been carried out on their online buying behaviour. This …

Consumer vulnerability is gaining increasing attention from researchers and practitioners as
a social phenomenon in modern consumption‐driven societies. In an attempt to conduct a …

This study explores the motivations and consequences of purchasing second-hand (SH)
products by the rural and sub-urban (RSU) base of the pyramid (BOP) consumers using a …

Purpose Entrepreneurial ecosystem is a frontier issue in the field of enterprise strategy and
entrepreneurship. As suggested by bottom of the pyramid (BOP) theory, entrepreneurs from …

Events are crucial to the industry's growth and economic benefits. Nearly 1.5 billion people
visit corporate events each year across the world. Even though the event was formerly …

In the early 2000s, Prahalad and Hart presented the possibility of serving the poor profitably
and alleviating poverty. They introduced the concept of BoP (Bottom/Base of the Pyramid) …

Although enduring relationships between buyers and sellers encourage subsistence market
consumers to shop at a particular retailer, these relationships have a negative side. This …