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The IUP Journal of Marketing Management
ISSN: 0972-6845
A ‘peer reviewed’ journal indexed on Cabell’s Directory,
and also distributed by EBSCO and Proquest Database


Previous Issues

The IUP Journal of Marketing Management is a quarterly journal focusing on marketing strategy, marketing research and techniques, brand management, advertising, consumer behavior and other emerging and interdisciplinary issues.

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Information to Authors
  • Marketing Strategy
  • Marketing Research and Techniques
  • Brand Management
  • Advertising
  • Consumer Behavior
  • Emerging and Interdisciplinary
Measuring the Attitude of Individuals Towards Print Media Advertisements
Social Comparison of Luxury Fashion Brands: Impact of Ostentation and Media Habits
Social Media Marketing and Brand Equity: A Literature Review
An Analysis of Adoption Pattern of Alternative Banking Channels by Indian Customers
Nawabs, Nudes, Noodles: India Through 50 Years of Advertising
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(February, 2017)

Measuring the Attitude of Individuals Towards Print Media Advertisements

-- Samir Sarkar and M K Chowdhury

India has the largest print market in the world and is growing at a faster rate with the increasing literacy rate. Advertising media spends close to 108 bn on advertising in over 1,000 periodicals published in 18 languages in India. Based on the existing literature about attitudes toward advertising and consumer behavior models, a research framework has been constructed in the present study to illustrate the factors affecting consumer attitudes toward print advertisements (both for magazines and newspapers separately) in Guwahati city. Structural Equation Modeling (SEM) has been used for statistical analysis. Three positive indicators (amusement, informativeness and credibility) and one negative indicator (nuisance) have been taken for measuring the overall attitude of the respondents. Random as well as convenient sampling has been employed in the study. Although newspapers and magazines are two different vehicles for advertisement, yet both are found to have similar impact on individual’s attitude. Perceived amusement, credibility and information are positively related to attitude towards both newspaper and magazine advertisements, while perceived nuisance is not related to individual’s attitude towards both newspaper and magazine advertisements.

Article Price : Rs.50

Social Comparison of Luxury Fashion Brands: Impact of Ostentation and Media Habits

-- Preeti Tak, Ashish Pareek and Bikramjit Rishi

The Indian luxury market has evolved in a dynamic manner. Consumers are more and more attracted to luxury fashion brands. The income levels have also risen which has given an opportunity to the consumers as well as the marketers. Luxury fashion brands are not only bought for their functional utility but are also purchased for its social utility as it helps the consumers to raise their social standards. This study attempts to understand the relationship between social comparison, ostentation and media habits. A structured questionnaire is employed to collect the data. Factor analysis and correlation are used to analyze the data. The findings suggest that media habits and ostentation are related to social comparison.

Article Price : Rs.50

Social Media Marketing and Brand Equity: A Literature Review

-- Syed Zeeshan Zahoor and Ishtiaq Hussain Qureshi

While about one-third of world’s population is currently using social media, it has fundamentally changed the landscape of marketing and the way product and company information is exchanged between company and customers. It has provided extended channels and interaction points among customers and between customers and company, which are beyond the traditional marketing and business models. It is turning out to be more powerful than traditional marketing tools and, therefore, needs special attention from marketers to be competitive in the market. It has in particular affected the way consumers are influenced by the external sources of information, other than company designed, sponsored and controlled. It is greatly influencing the way consumers develop their brand preferences and choices and thus brand loyalty and equity. Therefore, there is a great need for marketers to study and establish the relationship between these concepts in order to be competitive in the future. Against this backdrop, the current paper makes an attempt to study the relationship between the social media marketing and the brand equity and proposes a framework wherein the relationships between the underlying variables of the two constructs are established in the light of available literature.

Article Price : Rs.50

An Analysis of Adoption Pattern of Alternative Banking Channels by Indian Customers

-- Reeti Agarwal and Ankit Mehrotra

With rapid developments in information technology, the way in which the banks are reaching out to customers has changed. Banks all over the world are adopting multiple channel strategies. The right combination of banking channels can be arrived at only with a proper understanding of the preferences and perceptions of the consumers regarding the various channels of banking. The current study is undertaken to investigate the banking channel usage pattern of the Indian customers. The findings of the study show an increasing trend in the usage of mobile banking as a channel of banking, especially by the people in the age group of 46 to 60 years, with balance enquiry being the most common reason for using mobile banking. Accessibility is found to be the most important factor, whereas security is observed to be the least important in affecting customer’s choice of a banking channel.

Article Price : Rs.50

Nawabs, Nudes, Noodles: India Through 50 Years of Advertising

-- Ambi Parameswaran Reviewed by Rachna Sharma


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.