01
Original Article
Open Access
A Bibliometric and Thematic Analysis of the <i>Indian Journal of Marketing</i> : A Study of 13 Years
Nisarg A. Joshi, Mruga Joshi, Sandip Trada
· pp. 8–30
DOI: 10.17010/ijom/2024/v54/i4/173711
Purpose: It is necessary to do a bibliometric assessment of the Indian Journal of Marketing (IJM). This highly regarded peer-reviewed and referenced publication disseminates genuine and empirical research in marketing across the broad purview of the management domain. A bibliometric …
Keywords:
Bibliometrics, Scopus, VOSviewer, Bibliographic Coupling, Co-Occurrence, Thematic Analysis
02
Original Article
Open Access
Relationship Between Social Corporate Disparage, Indigent Corporate Philanthropy, Consumer Recognition Leading to Consumer Disenchantment : Assessing the Moderating Role of Gender
Ashutosh Rai, Udit Chawla, Subrata Chattopadhyay
· pp. 31–45
DOI: 10.17010/ijom/2024/v54/i4/173712
Purpose: Effective brand management is critical to the success of any organization. Managing the animosity and hostility of customers is one crucial aspect. In the marketplace, brand hatred is common and has the power to damage a company’s reputation seriously. …
Keywords:
Brand Hate, Moderation, Gender, Anti-Branding, Consumer Negativity
03
Original Article
Open Access
The Linkage Between Marketing Intensity and Firm Performance : A Quantile Regression Approach
Tarun Kumar Soni, Rajeev Sirohi, Divya Singh Jamwal
· pp. 46–59
DOI: 10.17010/ijom/2024/v54/i4/173713
Purpose: This study comprehensively analyzed how marketing intensity affected a firm’s performance across various quantiles of profit distributions for Indian manufacturing firms. Methodology: This study employed a panel quantile regression approach and used a comprehensive dataset comprising financial and marketing …
Keywords:
Marketing Intensity, Firm Performance, Manufacturing Sector, Quantile Regression
04
Original Article
Open Access
The Metamorphic Influence of Cause-Related Marketing : Empowering Consumers as Catalysts for Societal Transformation
Shikha Bhagat, Shilpa Sarvani, M. V. Rama Prasad
· pp. 60–79
DOI: 10.17010/ijom/2024/v54/i4/173714
Purpose: In a market where prices and quality are fiercely competitive, companies have overflowed the market with a number of suitable brands. In the competitive business world of today, marketing tactics must always evolve to meet changing times and circumstances. …
Keywords:
Cause-Related Marketing, Societal Transformation, Consumer Buying Decision, SEM Model, Commitment
