01
Original Article
Open Access
The Impact of Anthropomorphism on Purchase Intention of Smartphones : A Study of Young Indian Consumers
Ritu Gupta, Kokil Jain
· pp. 7–20
DOI: 10.17010/ijom/2019/v49/i5/144021
The purpose of this study was to explore the role of anthropomorphism in influencing the consumers' purchase intentions in the case of smartphones. The study employed between the group experimental design to check the proposed hypotheses on young smartphone users …
Keywords:
Anthropomorphism, Attitude Towards Advertisement, Attitude Towards Brand, Purchase Intentions
02
Original Article
Open Access
Determining the Best Advertising Medium for a Footwear Company : A Case Study
Rabeeb Abdul Majeed, K. V. Sriram
· pp. 21–32
DOI: 10.17010/ijom/2019/v49/i5/144022
Decision makers at times find it difficult to make a rational decision when many criteria and sub-criteria are to be considered while choosing an alternative. The purpose of this study was to find a solution for such a situation in …
Keywords:
Analytical Hierarchy Process (AHP), Multi-criteria Decision Making (MCDM), Advertisement, Corporate Social Responsibility, Visual Media, Print Media, Social Media, Criteria, Sub-criteria, Marketing
03
Original Article
Open Access
Brand Experience – A Systematic Review and Research Agenda
Yuvika Sumbly, Sadaf Siraj
· pp. 33–48
DOI: 10.17010/ijom/2019/v49/i5/144023
Brand experience has been gaining significant value in the marketing literature. Developing memorable, extraordinary brand experience is considered to be a vital strategy for distinguishing the corporate offerings in the competitive marketplace. In order to understand how brand experience has …
Keywords:
Brand Experience, Brands, Experiential Marketing, Literature Review, Antecedents, Outcomes
04
Original Article
Open Access
Dynamics for Satisfaction with Telecom Services : A Pragmatic Investigation on Customers of Bhopal, Madhya Pradesh
Rajesh K. Yadav, Nishant Dabhade
· pp. 49–59
DOI: 10.17010/ijom/2019/v49/i5/144024
This research study was an effort to ascertain some implicit factors that influenced customer satisfaction in the Indian mobile service industry. Various satisfaction measures like communication services, network issues, technology, price, brand image, and customer care services were analyzed. With …
Keywords:
Customer Satisfaction, Mobile Service Sector, Customer Loyalty, Customer Retention
