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The IUP Journal of Brand Management

September' 08
Focus

Celebrities are always sought after by the marketers to endorse their brands. Celebrity endorsement and their effect on brand popularity and sales is a phenomenon that is not new

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Persons as Leader Brands: From Endorsers to Branded Houses
Rural Consumer Behavior with Regard to Selected Fmcgs Consumption Patterns and Brand Usage: A Study
Meaning Transfer in Event Sponsorships
An Empirical Study on the Factors Influencing the Buying Behavior of the Consumers: LCD Televisions
The ICICI Bank Brand: Is It Time for Revitalization?
     
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Persons as Leader Brands: From Endorsers to Branded Houses

-- Henrik Uggla

This paper presents and explains a model for how meaning `transfers' to and from brands and how it can be strategically leveraged from different sources in a system of brands. The model adopts a more balanced holistic perspective than the existing models of celebrity endorsement and brand alignment between persons and brands through the introduction of a leader brand, a partner brand and a brand association base connecting the above entities.

Article Price : Rs.50

Rural Consumer Behavior with Regard to Selected Fmcgs Consumption Patterns and Brand Usage: A Study

-- A Sarangapani and T Mamatha

Marketing of FMCGs (Fast Moving Consumer Goods) plays a pivotal role in the growth and development of a country irrespective of the size, population and the concepts which are so interlinked that, in the absence of one, the other virtually cannot survive. It is a fact that the development of FMCG marketing has always kept pace with the economic growth of the country. Both have experienced evolutionary changes rather than revolutionary changes. The objective of modern marketing is to make profits by delighting the consumers by satisfying their needs and wants. Hence, the marketers of FMCGs have to understand the real needs, wants, beliefs and attitudes of the consumers towards their products and services.

Article Price : Rs.50

Meaning Transfer in Event Sponsorships

-- Subhadip Roy and Lopamudra Ghosh

The meaning transfer phenomenon proposed by McCracken (1986) gives an account of the movement of meaning from the culture constituted world to consumer products. Though meaning transfer could explain many marketing phenomena, it has been less researched in literature. Over the last decade, the meaning transfer phenomenon has been used in celebrity endorsements literature to a certain extent (Peetz et al., 2004; Byrne et al., 2003; and Batra and Homer, 2004) which was in turn proposed by McCracken (1989). The area of event sponsorships is one where the meaning transfer phenomenon becomes very important.

Article Price : Rs.50

An Empirical Study on the Factors Influencing the Buying Behavior of the Consumers: LCD Televisions

-- Sunil Bhardwaj and Indrani Palaparthy

The Indian market for entertainment devices like television has been expanding in the last two decades. Several players are introducing not only several features to the existing products but also new products like LCD (Liquid Crystal Display) TV and Plasma TV to capture various segments of the market. Consumers now have a wide choice for the selection of televisions. The present study is an empirical research done on factors influencing the buying behavior of the customers of LCD Televisions of a selected brand. A random sample was selected from the company's database and techniques like exploratory factor analysis and logistic regression are used to analyze the data.

Article Price : Rs.50

The ICICI Bank Brand: Is It Time for Revitalization?

-- Kaushik Mukerjee

The ICICI (Industrial Credit and Investment Corporation of India) has had a chequered history since its incorporation in 1955, but the ICICI Bank was set up much later in 1994. However, the bank has made rapid progress and become the largest private bank in India In fact, judged on the basis of size, the only bank ahead of the ICICI in the public sector is the State Bank of India (SBI). In 2007, the performance of ICICI bank was remarkable. The total assets were Rs. 3446.58 bn ($79 bn) as on March 31, 2007, while the network increased to 950 branches and 3,300 ATMs.

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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