May'21


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

It is a quarterly journal focusing on Marketing strategy, Marketing research and techniques, Brand management, Advertising, Consumer behavior, E-commerce and marketing strategies, Retail marketing vs. E-commerce and other emerging and interdisciplinary issues.

Privileged access to Online edition for Subscribers.

Focus Areas
  • Marketing Strategy
  • Marketing Research and Techniques
  • Brand Management
  • Advertising
  • Consumer Behavior
  • Emerging and Interdisciplinary Issues
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Article   Price (₹) Buy
Service Delivery and Customer Satisfaction in Public Organizations
50
The Power of Celebrity Attributes in Purchase Decision and Brand Loyalty Among Indian Consumers
50
E-Marketing Strategy: A Qualitative Study for Manipur?s Handloom and Handicraft Sector
50
The Effect of Facilitating Conditions on Behavioral Intention of Farmers Towards National Agriculture Market (eNAM)
50
       
Contents : (May' 2021)

Service Delivery and Customer Satisfaction in Public Organizations
Omary Swallehe

This paper aims to examine service delivery and customer satisfaction in public organizations. The SERVQUAL model is employed using five dimensions, namely, tangibility, empathy, reliability, responsiveness and assurance, and primary data from 200 sampled respondents from four districts of Dar es Salaam region. The multivariate results establish that independent variables tangibility, reliability, and assurance are statistically significant to influence customer's satisfaction (the significant value is below 5%). This indicates that improvement of SERVQUAL dimension multi-items of tangibility, reliability, and assurance such as working facilities and good personnel skills increases the level of customer satisfaction on the services provided by public organizations. The understanding of the importance of quality service and customer satisfaction in public organizations should make policymakers design appropriate interventions that would improve the level of services delivered by public organizations for the betterment of the people and the country in general.


© 2021 IUP. All Rights Reserved.

Article Price : Rs.50

The Power of Celebrity Attributes in Purchase Decision and Brand Loyalty Among Indian Consumers
Manish Mittal

Marketers invest significant amounts of money to align the products with big celebrities to influence consumers? perceptions, attitudes and purchase intentions. Celebrity endorsements have been found to be effective in positively changing consumers? attitude toward brands, impacting consumers? purchase intentions and increasing brand recall and recognition than a non-celebrity endorsed advertisement. Many researchers have indicated that attributes like attractiveness, expertise, trustworthiness, likeability, familiarity, etc. are important while selecting celebrity endorsers in order to maximize the advantages of celebrity endorsements. The objective of this paper is to investigate whether these attributes are important in influencing the purchase decision and brand loyalty positively. The study found that celebrity endorsement and attributes have positive influence on both consumer?s purchase decision and brand loyalty. Expertise of celebrity endorser emerged as the most influential celebrity attribute affecting purchase decision and brand loyalty. Familiarity of celebrity was found to have no significant influence on purchase decision, while trustworthiness, similarity and physical attractiveness were found to be insignificant in impacting consumer?s brand loyalty.


© 2021 IUP. All Rights Reserved.

Article Price : Rs.50

E-Marketing Strategy: A Qualitative Study for Manipur?s Handloom and Handicraft Sector
Muskan Garg, Mansi Gupta and Rakesh Mohan Joshi

Handcrafted goods are not only cultural symbols but also the backbone of the economy. Handicrafts and handlooms from Manipur are renowned world over for their craftsmanship. This study attempts to identify the challenges faced by the various value chain stakeholders of the Manipur handloom and handicraft industry. The study has adopted a qualitative approach to collect and summarize the findings. Building on the challenges, the study has developed an e-marketing strategy for the upliftment of the sector.


© 2021 IUP. All Rights Reserved.

Article Price : Rs.50

The Effect of Facilitating Conditions on Behavioral Intention of Farmers Towards National Agriculture Market (eNAM)
Narender Singh Negi and Reshma Nasreen

India is an agrarian economy as more than half of the Indian population1 (GOI, 2016) depends on agriculture for their livelihood. Due to the advent of Green Revolution, the agricultural produce increased manifold, but marketing of agriculture produce is still governed by the age-old provisions of Agricultural Produce Marketing Regulation Acts (APMRA). The Government of India launched National Agriculture Market (eNAM) to solve the problems of agriculture marketing. This study focuses on the effect of facilitating conditions on the behavioral intention of farmers towards eNAM.


© 2021 IUP. All Rights Reserved.

Article Price : Rs.50

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