01
Original Article
Open Access
Effectiveness of Indian Advertisements in Breaking Stereotypes : A Comparative Analysis Using the Hierarchy of Effects Model
Shampa Nandi, Sudhindra Bhat, Bert Wolfs
· pp. 7–24
DOI: 10.17010/ijom/2019/v49/i3/142143
A recent trend in Indian advertisements is that marketers deliberately send messages through advertisements to question the century old Indian conventional practices and challenge the stereotypes. The present study attempted to do a comparative analysis between the effectiveness of advertisements …
Keywords:
Unconventional Advertisements, Hierarchy of Effects Model, Effectiveness of Advertisements, Unconventional Messages, Brands
02
Original Article
Open Access
The Branding Efforts of Snapdeal and the Quest for Profits : A Case Study
Thomason Rajan, Jacob Alexander
· pp. 25–35
DOI: 10.17010/ijom/2019/v49/i3/142144
Snapdeal, the Indian online retail firm, started its journey as a discount coupon service and moved on to the marketplace model after the founders Kunal Bahl and Rohit Bansal made a trip to China. With steady growth in business, the …
Keywords:
Branding, Snapdeal, Struggle for Profits, Snapdeal 2.0, Celebrities In e-commerce Campaigns, Profits from Online Retail
03
Original Article
Open Access
Ethical Challenges in Neuromarketing : A Research Agenda
Jacob Alexander, Veena Shenoy, Aradhna Yadav
· pp. 36–49
DOI: 10.17010/ijom/2019/v49/i3/142145
Neuromarketing is an emerging field which connects disciplines such as psychology, science, neurology, marketing, and neuroscience with economics. The main goal of neuromarketing is to explore how the brain is physiologically affected by various marketing strategies and advertising tools. The …
Keywords:
Ethical Challenges, Neuromarketing, Consumer Buying Behaviour
04
Original Article
Open Access
The Effectiveness of the Celebrity Advertisement Process and its Impact on Buying Intention
Sathyanarayana S., Sudhindra Gargesa, Bhavya N.
· pp. 50–62
DOI: 10.17010/ijom/2019/v49/i3/142146
It has been observed that advertisements with celebrities create a great influence among the younger generation. Marketers spend considerable amounts on celebrities based upon the belief that celebrity endorsed advertisements are reliable, and that they have the knowledge about the …
Keywords:
Celebrity Endorsements, Attractiveness of the Celebrity, Credibility, Expertise
05
Original Article
Open Access
Talent Management Strategies and Customer Delight : A Conceptual Study
Annette Sonia Maben, Rashmi Uchil
· pp. 63–71
DOI: 10.17010/ijom/2019/v49/i3/142147
Managing talents of individuals has always been a challenge for business leaders. Delighting and engaging customers is also a key challenge faced by organizations in order to be competitive and sustain in the global market. This paper tried to analyze …
Keywords:
Talent, Talent Management, Talent Management Strategies, Customer Delight
