Indian Journal of Marketing
To remain profitable and strong in the market, retaining current customers and attracting potential customers has no alternative. This can only be done if the customers are kept satisfied and if the gap between expectation and perception of services are …
A celebrity endorser is someone who enjoys public recognition and who uses that recognition on behalf of a consumer good by appearing with it in an advertisement. Celebrity endorsement has become one of the most important communication tools for all …
Financial evaluation and accounting procedures for brands have become subjects of intense debate. This is reflective of the importance of intangible assets in modern companies. The main purpose of valuing the brand is to determine the monetary benefit that accrues …
One of the major focuses of the United Nations Millennium Development Goals (MDGs) is to partially alleviate world's poverty by 2015. Leveraging upon its demographic dividend India is strategically poised to realize the MDGs. One way to create wealth at …
Many countries in the world can be identified as brand like: Germany for Automobiles, Japan for Technologies, Britain for its history, France for its culture, wines, perfumes and fashion and Middle East for its petroleum reserves, Switzerland for its dairy …
Consumer learning about quality of alternate brands of an experienced good may occur through several mechanisms. Increased attention has been focused on the nature of brand equity and on its role on improving market performance or financial success of products …
The study was confined to north Karnataka with top two chilli growing districts viz., Haveri and Dharwad, which are represented a highest area under the chillies in Karnataka. Similarly, four important markets (Byadgi. Haveri, Kundagol and Hubli) were selected based …
The brand-is-an-island trap refers to the implicit assumption that brand strategy involves the creation of a strong brand like Hewlett-Packard, IBM, 3M, Tide, Coca cola, Ivory of P & G and Lux brand of HUL in India. Creation of Strong …