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The IUP Journal of Brand Management
ISSN: 0972-9097
A ‘peer reviewed’ journal indexed on Cabell’s Directory,
and also distributed by EBSCO and Proquest Database

Mar'17

Previous Issues

The IUP Journal of Brand Management is a quarterly journal that focuses on brand equity, brand image, brand extension, brand valuation and brand associations. IJBrM seeks to provide a platform for researchers in the field of brand management to publish their findings.

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Luxury Brand Architecture Challenges
Consumer Perception of Patanjali Products: An Analytical Study
Factors Influencing Consumers’ Attitude, Intention and Behavior Towards Short Message Service-Based Mobile Advertising in Pakistan
Relevance of the 4E Marketing Model to the Indian Insurance Industry
NEXA: Attempting the Premium Connect
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Contents
(Mar 2017)

Luxury Brand Architecture Challenges

--Henrik Uggla

Luxury brand architecture is a structure for organizing the luxury brand portfolio either as a branded house, a house of brands or intermediate brand leverage positions such as sub-brands and endorsed brands. This paper identifies the problem areas and research gaps in the complex luxury brand architecture settings like vertical luxury brands such as Marc by Marc Jacobs vs Marc Jacobs, luxury brand endorsement, luxury brand extensions and luxury co-branding strategies.

Article Price : Rs.50

Consumer Perception of Patanjali Products: An Analytical Study

--Ruchi Jaggi and Munmun Ghosh

This study aims to investigate the consumer perception regarding the Patanjali brand through a survey in the city of Pune. The responses to a closed-ended questionnaire suggested that competitive pricing, quality of products and good communication strategies were the most important reasons for the popularity of Patanjali products. Further analysis brought out the following factors as being the most important in influencing the decision to purchase Patanjali products among its customers: communication strategy, product quality, competitive pricing, brand image of Baba Ramdev and consumer awareness.

Article Price : Rs.50

Factors Influencing Consumers’ Attitude, Intention and Behavior Towards Short Message Service-Based Mobile Advertising in Pakistan

--Muhammad Shaheen, Rab Nawaz Lodhi, Zahid Mahmood and Hina Abid

In Pakistan, the total number of Short Message Service (SMS) exchanged during 2014-15 was 393.1 billion. Even though several studies have been conducted regarding consumer attitude towards SMS marketing in countries like India, Jordan, Iran, UK, Bahrain and Canada, etc., an empirical study in the context of Pakistan was still lacking; and this research paper fills this gap. The required data was collected from 245 university students in Pakistan. Partial Least Square-Structural Equation Modeling (PLS-SEM) was used to test the relationship among variables and for model testing through path analysis. The results show that credibility, informativeness and entertainment have positive impact, while irritation and personalization have negative influence on the dependent variable, i.e., attitude towards SMS advertising. The variable ‘perceived benefits’ has a weak effect on intention towards receiving advertising messages. As the SMS marketing industry is still at a growth stage in Pakistan, this research paper will prove to be a unique contribution for both marketers and academicians.

Article Price : Rs.50

Relevance of the 4E Marketing Model to the Indian Insurance Industry

--Rachna Sharma

The insurance sector in India is at a crossroads. Traditionally, insurance companies have relied on a large team of human agents to sell their products. However, the internet proved that customers are willing to purchase insurance products online. Going digital is therefore the key to future business. Companies willing to disrupt conventional beliefs will be the ones that will retain a competitive edge. However, in order to succeed, companies also need to move beyond a product-centered approach to a customer-centric service-focused approach. Insurance is more intangible than tangible. And thus, service becomes a key to customer satisfaction and delight. This paper attempts to look at how insurance companies, using ‘pull’ strategies, can attract and retain customers. Starting with the conventional 4P model of marketing, it examines how this can be adapted into a ‘4E model’ to be in tune with the current digitally-oriented business environment.

Article Price : Rs.50

Case Study

NEXA: Attempting the Premium Connect

--Swati Singh and Sudhir Naib

This case discusses Maruti Suzuki India Ltd.’s—India’s largest car manufacturer—attempt to position itself as a seller of premium vehicles by launching upscale dealerships under the name ‘NEXA’. Maruti had been struggling for a long time to attract premium customers. It launched a number of premium vehicles, but each time success eluded the company. Maruti then realized that to target premium customers, it needed to focus on customer service and support. Moreover, it was not feasible to sell expensive cars along with affordable ones, as the upscale customer was increasingly looking for a unique buying experience. Although the initial response is positive, it is yet to be seen whether the ‘NEXA’ experience can actually deliver in the long run.

Article Price : Rs.50

 

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Automated Teller Machines (ATMs): The Changing Face of Banking in India

Bank Management
Information and communication technology has changed the way in which banks provide services to its customers. These days the customers are able to perform their routine banking transactions without even entering the bank premises. ATM is one such development in recent years, which provides remote banking services all over the world, including India. This paper analyzes the development of this self-service banking in India based on the secondary data.

The Information and Communication Technology (ICT) is playing a very important role in the progress and advancement in almost all walks of life. The deregulated environment has provided an opportunity to restructure the means and methods of delivery of services in many areas, including the banking sector. The ICT has been a focused issue in the past two decades in Indian banking. In fact, ICTs are enabling the banks to change the way in which they are functioning. Improved customer service has become very important for the very survival and growth of banking sector in the reforms era. The technological advancements, deregulations, and intense competition due to the entry of private sector and foreign banks have altered the face of banking from one of mere intermediation to one of provider of quick, efficient and customer-friendly services. With the introduction and adoption of ICT in the banking sector, the customers are fast moving away from the traditional branch banking system to the convenient and comfort of virtual banking. The most important virtual banking services are phone banking, mobile banking, Internet banking and ATM banking. These electronic channels have enhanced the delivery of banking services accurately and efficiently to the customers. The ATMs are an important part of a bank’s alternative channel to reach the customers, to showcase products and services and to create brand awareness. This is reflected in the increase in the number of ATMs all over the world. ATM is one of the most widely used remote banking services all over the world, including India. This paper analyzes the growth of ATMs of different bank groups in India.
International Scenario

If ATMs are largely available over geographically dispersed areas, the benefit from using an ATM will increase as customers will be able to access their bank accounts from any geographic location. This would imply that the value of an ATM network increases with the number of available ATM locations, and the value of a bank network to a customer will be determined in part by the final network size of the banking system. The statistical information on the growth of branches and ATM network in select countries.

Indian Scenario

The financial services industry in India has witnessed a phenomenal growth, diversification and specialization since the initiation of financial sector reforms in 1991. Greater customer orientation is the only way to retain customer loyalty and withstand competition in the liberalized world. In a market-driven strategy of development, customer preference is of paramount importance in any economy. Gone are the days when customers used to come to the doorsteps of banks. Now the banks are required to chase the customers; only those banks which are customercentric and extremely focused on the needs of their clients can succeed in their business today.

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