Mar'19


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

It is a quarterly journal that focuses on Brand equity, Brand image, Brand extension, Brand growth, Brand alliances and mergers; Corporate brand cocreation and Integrated brand communication; Product branding vs. Service branding; Retail branding; Branding for non-profit organizations; Brand metrics and Brand analytics; Brand research methods and Management strategies; Brand valuation.

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Article   Price (₹) Buy
The Corporate Heritage Brand Development Process: A New Institutional Theory Approach
50
Flagship, Flanker Brands and Indian Consumers’ Buying Decisions: A Study on the Impact of Brand Narratives of Hindustan Unilever Limited and Procter & Gamble
50
The Role of Social Media Communication in Brand Equity Creation: An Empirical Study
50
Re-Build: A Primer on Crisis Management
50
       
Contents : (Mar'2019)

The Corporate Heritage Brand Development Process: A New Institutional Theory Approach
Olutayo Otubanjo and Oluwaseun Eniola Adegbile

The paper examines how the concept of corporate heritage brand management develops, based on a comprehensive review of academic literature on the meaning, components and models of corporate heritage brand management. Specifically, the study unearths the developmental processes from a new institutionalism theory perspective. Two important findings emerged. The first finding introduced new mandatory components of corporate brand heritage, namely, craftsmanship, date of inception and product ingredients. The second finding—a new institutional-driven model was advanced to give insight into the corporate heritage brand development process. The findings of this study are useful in guiding managers responsible for corporate branding and corporate communication. It also contributes knowledge by expanding the mandatory components of corporate heritage brand.


© 2019 IUP. All Rights Reserved.

Article Price : Rs.50

Flagship, Flanker Brands and Indian Consumers’ Buying Decisions: A Study on the Impact of Brand Narratives of Hindustan Unilever Limited and Procter & Gamble
Ankita Jain and Ritu Sharma

The main objective of this paper is to identify the impact of brand narratives on consumer buying decisions towards flagship and flanker brands of Hindustan Unilever Limited (HUL) and Procter & Gamble (P&G) and to identify the impact of various parameters of advertising which affect purchasing decisions. The viewpoint of respondents on brand narratives of flagship and flanker brands has been discussed. The recorded data are analyzed with cross-tabulation, regression, independent sample t-test and ANOVA. The findings of the study indicate that brand narratives of flagship brands are more preferred by respondents in both fabric care and hair care categories of HUL and P&G. The regression technique has been used to identify the relationship among dependent and independent variables.


© 2019 IUP. All Rights Reserved.

Article Price : Rs.50

The Role of Social Media Communication in Brand Equity Creation: An Empirical Study
Mohd. Sarwar Alam and Bilal Mustafa Khan

Social media interactions among consumers have changed the marketing scenario. Businesses are actively present on social media platforms so that they can understand how consumers are responding to anything related to their brands. This is imperative as the consumers’ online interactions and discussions are shaping the brand’s image and purchase intentions. In the light of this environment, this study aims at finding out the influence of social media communications on brand equity with special focus on how the two dimensions of social media communication, i.e., brand or firm-related content and user-generated content influence brand equity and purchase intentions. The study shows that firm-created content over social media significantly influences functional brand image, whereas user-generated content significantly influences brand awareness and hedonic brand image. Further, brand awareness and hedonic brand image lead to brand attitude, which finally impacts purchase intention.


© 2019 IUP. All Rights Reserved.

Article Price : Rs.50

Book Review
Re-Build: A Primer on Crisis Management
Author: Ramya Ramamurthy
Reviewed by Manisha Singh


© 2019 IUP. All Rights Reserved.

Article Price : Rs.50

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