Indian Journal of Marketing
This article introduces its readers to the new wave of emotional branding. It throws light on the concept of emotional branding and the reasons of its increasing popularity. It discusses the power of emotions over rationality. Emotional branding in Indian …
Steel industry in India is poised for a big growth. Post 1990, thanks to the liberalization of the Indian economy, steel manufacturers have been focusing upon becoming customer-centric, as opposed to the selling approach that had prevailed for more than …
Branding is primarily done to create personality of a product and to differentiate it from other similar offerings of the competitors. A brand not only identifies a product from among the commodities but also conveys the image, goodwill and excellence …
India is the third largest producer of agricultural commodities in the world. Agriculture is the backbone of the Indian economy. The Indian economy is growing at more than eight per cent for the past several years, but growth rate of …
Many Indian Policy makers and trade analysts today realize that the horticulture development has increased employment and foreign exchange earnings for the country. It is evident from the budgetary support the horticulture development received, which was a meager Rs.5.0 lakh …
The product provides primary value to a customer. A Product is the currency which ultimately gets exchanged because a customer wants the product, and the company wants cash from the customer to continue business efforts. The selection of a product …
Supermarket retailers in India are amidst fierce competition from not just their Indian counterparts, but also from strong foreign players. The only way out for survival is through attainment of competitive advantage. Though competitive advantage has always been at the …
TV has long been the predominant medium that advertisers have chosen for reaching consumers to market products. Ads are an important experiential component of a child's development. This study was conducted to find out understanding of TV ads amongst children …