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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

March'18

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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The Effect of Online Brand Experience on Brand Loyalty: A Web of Emotions
Building a Powerful Entrepreneurial Brand: The Role of Critical Success Factors and Their Impact on Competitive Advantage
Servo Lubricants: An Analysis of Brand Attitude
Factors Contributing to Brand Positioning of Smartphones Among College Students in Chennai: A Study
Nation Branding for Promoting Tourism in the Indian Context
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Contents
(March 2018)

The Effect of Online Brand Experience on Brand Loyalty: A Web of Emotions

--Thomas Cleff, Nadine Walter and Jing Xie

The paper analyzes how online brand experience can be measured and determines its impact on brand loyalty. Similar to offline brand experience, online brand experience is broken down into sensory, affective, cognitive, behavioral and relational elements of brand experience. Although online brand experience lacks physical presence such as a store, it still has the possibility to create a virtual brand experience through visual, audible, gaming or community-based features, which in turn can lead to improved brand image and to behavioral and attitudinal brand loyalty. The present empirical research investigates the influence of the five different types of online brand experiences—sensory, affective, cognitive, behavioral and relational—and the website usability on brand loyalty through an empirical study of the travel website qyer.com in China. The respondents (n = 69), i.e., users of the qyer.com website, confirm through a standardized online survey the positive impact of online brand experience on brand loyalty. Especially affective and behavioral brand experience impacts brand loyalty. Sensory, cognitive and relational brand experiences have a slightly lower but significant impact. Website usability shows the lowest impact. The study proves the significance of online brand experience to create brand loyalty and identifies the most important dimensions of brand experience.

Article Price : Rs.50

Building a Powerful Entrepreneurial Brand: The Role of Critical Success Factors and Their Impact on Competitive Advantage

--Olutayo Otubanjo

The paper identifies the critical success factors that are required for the development of a powerful entrepreneurial brand. It also demonstrates the links between these factors, and highlights the competitive advantage derivable from the application of these factors. Two findings emerge from this study. The first offers a mix of 14 entrepreneurial and marketing-led issues that give rise to the critical success factors, which are mandatory for the development of a powerful entrepreneurial brand. The second finding puts forward ‘a powerful entrepreneurial brand development model’, which gives a stage-by-stage exposition of how a strong entrepreneurial brand can be developed. Entrepreneurs together with senior managers with entrepreneurial spirit can draw on this model as a guide for developing powerful entrepreneurial brands. However, this study is based exclusively on the Nigerian business environment, and cannot be generalized without examining the subject in other environments and business sectors.

Article Price : Rs.50

Servo Lubricants: An Analysis of Brand Attitude

--Manish Srivastava and M K K Pegoo

Servo, a product of Indian oil, was launched as a lubricating product in 1972 in the Indian market. Now, Servo is a super brand and is the leading lubricant brand in the country and maintains a share of about 30% of the market. It also has footprints across the globe and is increasing its presence rapidly. The paper analyzes brand attitude of Servo through Elliot and Percy model of brand equity synthesis. The model is used to study the objective and subjective characteristics of the brand which affect the functional and emotional realm of brand attitude. The objective characteristic of the product is that it is a superior lubricant with cutting-edge technology and high-quality products; and has been able to reposition from its original position of “World-Class Engine Oils” to “World-Class Lubricants”. The subjective characteristic of the Servo brand communicates its ‘energizing’ power. The creative – ‘Add Servo Add Life.’ highlights the thought – ‘Everything that Servo touches, comes to life’.

Article Price : Rs.50

Factors Contributing to Brand Positioning of Smartphones Among College Students in Chennai: A Study

--S Lakshmi and V Kavida

The paper aims at studying the smartphone usage among college students in Chennai through a sample survey of 120 respondents. It explores selected aspects related to brand positioning of smartphones and identifies the common sources of information about smartphones, the most important reasons for choosing smartphones and the most common uses to which they are put. It also explores the difference between male and female college students in the context of brand positioning of smartphones. Further, it identifies four factors that influence brand positioning of smartphones through the method of factor analysis.

Article Price : Rs.50

Nation Branding for Promoting Tourism in the Indian Context

--Pooja Bhatia and Rasananda Panda

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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