Branding and brand equity benefits have long been established for goods. Services which are said to be unique and different from goods in view of its unique characteristics need a different approach. The marketers have been trying to influence the …

The two-wheeler market in India is the biggest contributor to the automobile industry, with a size of ₹100,000 million. Today's customers are becoming harder to please. They are smarter, more price conscious, more demanding, less forgiving, and collect information about …

In India, out of the 12 million sq.ft of Indian shopping centre space planned for opening in 2012, only about 60 percent was expected to be complete (JLLS) because of the huge delay in mall projects in India's biggest cities. …

Packaging is regarded as an important component of our modern lifestyle, and a significant element of the branding process. Changing consumers' lifestyle and increasing self-service has positioned product package as a tool to stimulate impulse buying and increase sales promotion. …

Edible oil is the most important type of cooking medium in India and Tripura is no exception. The present paper is an attempt to find out the underlying factors that are actively considered by the consumers in Tripura while purchasing …

Co-branding is an instrument to introduce new products in the market by partner brands. The aim of the present case study is to identify the usefulness of co-branding in brand building. Partner selections in co-branding as well as the pessimistic …