Justin Paul is Professor and Director of Research at the University of Puerto Rico, USA. He is Editor-in-Chief of the Journal of Consumer Studies. He ranks among the world’s top 70 highly cited Professors in Business & Economics.Dhanya Alex is Professor and Director at Sahrdaya Institute of Management Studies, India.Binoy Thomas is Associate Professor and Research Coordinator at Sahrdaya Institute of Management Studies, India.Jino Johny M. is Executive Director and Associate Professor at Sahrdaya Institute of Management Studies, India.