The International Journal of Marketing Principles and Practices (IJMPP) is published by the International Institute of Marketing Professionals is a high quality scholarly publication of leading and innovative information in the areas of marketing, which is envisioned to be a vital tool for the benefit of marketers worldwide; researchers and practitioners in the field. EDITOR-IN-CHIEF - Dr. Dalia Kriksciuniene, PhD (Marketing Information Systems) CO-EDITORS - Dr. Vesna Damnjanovic, PhD (Management) - Dr. Riteshkumar Dalwadi, PhD (Management) - Dr. Suneel Sethi, PhD (Business Admin.) EDITORIAL REVIEW BOARD - Dr. Alfred Riachi, PhD (Strategic Marketing) - Dr. Bashir Ahmed Bhuiyan, PhD (Marketing) - Dr. Bikramjit Rishi, PhD (Management) - Dr. Devinder Pal Singh, PhD - Dr. Gurmeet Singh, PhD (Marketing ) - Dr. Pierre McDonagh, PhD (Marketing) - Dr. Rany Ibrahim, PhD (s) - Dr. Sanjaya Singh Gaur, PhD (Management) - Dr. Slavica Cicvaric Kostic, PhD (Marketing & PR) - Dr. Sofia Daskou, PhD (Marketing) - Dr. Vandana Tandon, PhD (Services Marketing) - Dr. Veena Tewari Nandi, PhD - Prof. Dr. Devashish Bose, PhD (Marketing) - Prof. Dr. Jane Peihsun Wu, PhD (Marketing) - Prof. Dr. Naushadul Mullick, PhD (Marketing) - Prof. Dr. Pacha Malyadri, PhD - Prof. Dr. V.V Gopal, PhD (Retail Management) - Prof. Kunal Gaurav, MBA, PhD (Marketing) Candidate - Djordje Teofilovic Djordje, MBA, PhD (Marketing) Candidate