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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


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.

Privileged access to Online edition for Subscribers.
Editorial Board
Information to Authors
Impact of Country of Origin and Customer Involvement on Brand
Preference – Discriminant Modeling in Indian Credit Card Business
A Study on Selection of Most Preferred Brands
Luxury and the Precariat: An Unusual Pairing?
Political Branding: The New-Age Mantra for Political Leaders and Parties
Impact of Brand Equity on Purchase Intention of Home Appliances
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(Dec 2016)

Impact of Country of Origin and Customer Involvement on Brand Preference – Discriminant Modeling in Indian Credit Card Business

--Tapan K Panda

The paper provides insights into factors driving customer preference in the financial services industry. In particular, it aims at understanding the role of Country of Origin (COO) (and also customer involvement) in brand choice behavior of Indian customers in selecting credit card services from banks. The parameters which are considered in this empirical research are customer involvement, COO and brand choice behavior. Through statistical analysis of consumer responses, the researcher established a relationship among these three parameters.

Article Price : Rs.50

A Study on Selection of Most Preferred Brands

--Gaurav Gupta and Vikas Singla

This paper identifies the brands most preferred by customers in selected product and service categories. This was done in two steps. In the first step, 300 respondents in the age category of 18-25 years were asked to list down the products or services they frequently use. Based on this, 38 products/services across seven categories were identified for further study. In the second step, 500 respondents in the same age group were asked to reveal their most preferred brand in each of the selected product categories. Some of the product categories were car, shampoo, health supplement, electronic items, etc. The top two brands used by the respondents in each category were identified. As the data collected was nominal, a Run test (a nonparametric test to check for randomness in the data) was applied to find out the most preferred brand out of two shortlisted brands in each product category. Maruti in cars, Colgate in oral care, Coke in soft drinks, Dettol in hand wash, Nike in sportswear, Samsung in mobile phones and Airtel among mobile service providers were identified as the most preferred brands in their respective categories.

Article Price : Rs.50

Luxury and the Precariat: An Unusual Pairing?

--Rachel Sussman-Wander Kaplan

The paper focuses on the precariat, a class of people who live with a sense of precarity. A precariat, popular in the post-Fordist era, is a person who lacks steady employment, lacks security of a pension, and other benefits. The precariat, in the work place, is often referred to as a freelancer, a part-time employee or an adjunct. The precariat has influenced the way several corporations market luxury to customers. For example, companies rent luxury goods for short-term rentals to those seeking a luxury experience with a small price tag. The precariat is a mainstay in the post-Fordist era and will be a force in the post-modern economy. The paper seeks to understand the precariat and the role of the precariat with regard to luxury marketing.

Article Price : Rs.50

Political Branding: The New-Age Mantra for Political Leaders and Parties

--Amit Kumar, Somesh Dhamija and Aruna Dhamija

Branding as a phenomenon has effected many a change in the contemporary world. There is hardly any aspect of modern society which is untouched by it. The varied manifestations of branding have found resonance in most aspects of day-to-day life. Politics is one such arena which has come under the influence of branding. In a democracy, elections necessitate making informed choices with regard to the political parties and leaders. In this regard, the branding angle associated with a political outfit or leader can make a difference, as to who gets our nod and who does not. This paper makes an attempt towards exploring the impact of branding in politics, and how politics and branding go together in collectively influencing the choices made by the electorate in selecting a particular party or leader over others.

Article Price : Rs.50

Impact of Brand Equity on Purchase Intention of Home Appliances

--S Lakshmi and V Kavida

The inclination to buy a product—whether now or later—is referred to as purchase intention. The paper analyzes the impact of brand equity on purchase intention in the context of purchasing home appliances. Data was obtained from 650 respondents in Chennai, who were identified through a stratified random sampling. The methods used for analysis were—mean, standard deviation and multiple regression. The most important finding is that four of the five dimensions of brand equity, i.e., brand association, perceived quality, brand trust and brand loyalty, significantly influence purchase intent in the case of home appliances. In particular, perceived quality and brand loyalty have the strongest influence.

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.