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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

June'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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Differentiating Financial Service Brands Through Multilayered Service Strategy: Some Insights from the Resource-Based View of the Firm
Brand Equity of Kashmiri Saffron: An Empirical Study
Stakeholders’ Associative Network Memory Model Approach to Evaluate Brand Building of Make in India
Dimensions of Customer Perceived Value in Restaurants: An Exploratory Study
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Contents
(June 2018)

Differentiating Financial Service Brands Through Multilayered Service Strategy: Some Insights from the Resource-Based View of the Firm

--Olutayo Otubanjo

The paper examines how financial service organizations operating in the Nigerian banking industry can be effectively managed to achieve brand differentiation. A service brand model was reviewed, critiqued and a Multilayered Service Strategy (MSS) model of service brand differentiation grounded on Barney’s concept of Resource-Based View (RBV) was put forward. Sixteen leading-edge corporate marketing and communication practitioners with experience in service branding were engaged to examine the effectiveness of the model through in-depth interviews. The analysis of data indicates that effective differentiation of a service brand cannot be achieved through a single business or organizational factor. Rather, corporate communication managers/directors should be encouraged to develop the habit of deploying or incorporating valuable, rare, inimitable and un-substitutable resources in corporate advertising materials and other corporate communication texts. These resources provide the foundation for engendering an effectively differentiated service brand, and also endow service organizations with a superior competitive advantage in the marketplace.

Article Price : Rs.50

Brand Equity of Kashmiri Saffron: An Empirical Study

--Aadil Wani

Saffron is an autumn-flowering high value, low volume aromatic and medicinal plant. The study attempts to explore aspects related to the brand equity of Kashmiri saffron. The main factors which account for the decline of saffron in Kashmir include improper marketing facilities and inefficiency of the government to keep a check on adulteration. This study helps in developing a strong brand for Kashmiri saffron, which can carve out a way to regulate the saffron market and counter the adulteration problem. The study defines Kashmiri saffron as a brand with respect to its Country-of-Origin (COO), while using Aaker’s (1991) brand equity concept for its brand equity measurement. The research is empirical in nature, with data collected from different cities of India. The study uses correlation and regression techniques to arrive at a solution and concludes that for an agricultural product like saffron, not all brand equity dimensions (given by Aaker’s (1991) conceptualization) are responsible for higher brand equity. It also reflects upon the directions for future research.

Article Price : Rs.50

Stakeholders’ Associative Network Memory Model Approach to Evaluate Brand Building of Make in India

--Sandeep Kumar Mohanty

The Make in India initiative is considered one of the biggest brands which India has created recently. The paper applies the consumers’ associative network technique for identifying the key brand associations that define the brand Make in India. It has considered 73 newspaper articles and news items published between December 2015 and May 2016 in a popular business daily to study the brand associations. After conducting an experiment with respondents, it has been found that Make in India as a brand has been very much a multidimensional entity. The major associations that have come out of this study are opportunity, reform, technology, future, negative image, limitation, doubt and challenge. Thus, the brand that has been created with strong media involvement has moved in both negative and positive directions. This shows that the brand Make in India has not expressed its full potential, and needs a holistic and integrated approach to building it as a unique, consistent and positive brand.

Article Price : Rs.50

Dimensions of Customer Perceived Value in Restaurants: An Exploratory Study

--Rekha Attri and Pooja Kushwaha

Eating habits of Indians residing in both metros and non-metro cities have undergone a radical change as they no longer wait for a special occasion to eat out. They eat out simply because they wish to experiment, spend free time or just for the love of food. Besides being a place for eating, a restaurant is also a place where people go to socialize and unwind. Customers have increasingly become more sensitive to product and service quality. According to India Food Service Report published in 2016, the food market in 2016 was at 3,09,110 cr and the projection for 2021 is 4,98,138 cr (NRAI, 2016). It has been observed that despite experimenting with different cuisines and restaurants, there are a select few which are repeatedly patronized by the customers. The reason could be the value perceived in terms of food quality, service, ambience or value for money. This paper attempts to study and categorize the factors which positively affect customers’ perceived value for the restaurants visited most frequently by them.

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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