01
Original Article
Open Access
Customer Based Retailer Equity of Apparel Retail Stores
Deepa S., P. Chitramani
· pp. 7–25
DOI: 10.17010/ijom/2016/v46/i5/92485
The present competitive retail environment demands the rise of the retailer as a brand and its brand equity as of importance. The research gap of mediating nature of associations and perceived quality and their role in converting the customers from …
Keywords:
Customer Based Retailer Equity, Retailer Loyalty, Retailer Perceived Quality, Hierarchical Regression, Retailer Association, Retailer Awareness
02
Original Article
Open Access
Consumer-To-Consumer Online Market for Used Goods : A Case Study of OLX in India
Rashmi, Garima Nijhawan
· pp. 26–41
DOI: 10.17010/ijom/2016/v46/i5/92486
Online sale and purchase of second-hand products is on the rise in India. OLX is a free-to-use website for consumer-to-consumer (C2C) online auction of used goods. This study uncovered the needs and expectations of current and potential users of virtual …
Keywords:
Online, Used Goods, OLX, Consumer-To-Consumer
03
Original Article
Open Access
Relationship Marketing as an Effective Promotional Tool of Yoga Marketing in the Urban Indian Market : An Empirical Study
Arunangshu Giri, Mrinalini Pandey
· pp. 42–54
DOI: 10.17010/ijom/2016/v46/i5/92488
Yoga practices help to maintain a healthy living of physical, mental, and spiritual faculties. Different yogic postures keep our body in a proper condition by normalizing blood pressure, cholesterol levels, and boosting the immune system. So, it is required to …
Keywords:
Relationship Marketing, Yoga Marketing, Effective Promotional Tools, Customer Loyalty, Indian Urban Market
04
Original Article
Open Access
Children's Interest in TV Advertisements and their TV Viewing Behaviour
Radhamani Divakar, Guntur Anjana Raju
· pp. 55–66
DOI: 10.17010/ijom/2016/v46/i5/92489
Television today is the most powerful media used to convey all types of messages. It is found in every home, whether upper, middle, or low class of society. Television viewing is quite common these days. Children today spend a maximum …
Keywords:
Children, TV Advertisements, TV Viewing, Urban, Rural
