Nov'18


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
CheckOut
Article   Price (₹) Buy
Expectations of Retailers: An Empirical Investigation of Malls in Tier II Cities
50
Linkages Between Service Quality, Customer Satisfaction and Customer Loyalty: A Literature Review
50
The Impact of Attendees' Event Involvement on Sponsors' Brand Image and Behavioral Intentions: A Study of Indian Premier League
50
       
Contents : (Nov, 2018)

Expectations of Retailers: An Empirical Investigation of Malls in Tier II Cities
Pooja Khanna and Suresh Seth

The growing number of malls has compelled the stakeholders to ponder over the positioning of malls in the minds of not only consumers but also retailers. Retail professionals perceive the malls from consumers' perspective and part of their decision is based on the 'attractiveness' of the mall to consumers. Therefore, it becomes imperative for the mall managers to know the attributes that make the malls attractive to the consumers and retailers as well. This study attempts to explore the expectations of retailers from mall managers while deciding the location for their store. The results reveal that amenities, location of the mall and store, marketing focus, safety and security, and convenience are the important factors that influence retailers in selecting the mall for their store.


© 2018 IUP. All Rights Reserved.

Article Price : Rs.50

Linkages Between Service Quality, Customer Satisfaction and Customer Loyalty: A Literature Review
Priyanka Arora and Sarang Narula

The main objective of this paper is to contribute to the existing research by studying the models having linkages between service quality, customer satisfaction and customer loyalty and summarize these models to have some ideas for future research on the basis of critical analysis of the available literature. The paper, firstly, examines different models of linkages between service quality, customer satisfaction and customer loyalty reported in the literature. Second, the paper summarizes all the models to have an idea of their practical implications and highlight the areas for further research. The review of various models revealed that service quality is dependent on many factors, including service setting, situation, time, etc. Further, service quality has positive impact on customer satisfaction and customer loyalty. This research developed a linkage between service quality, customer satisfaction and customer loyalty and came out with direct and indirect effects of service quality on customer loyalty through customer satisfaction. The growth of literature in this field has increased tremendously from time to time providing learning from the findings of earlier researchers, and this addition to literature will provide new directions to researchers of this field. This paper explores the new directions in linkages between service quality, customer satisfaction and customer loyalty.


© 2018 IUP. All Rights Reserved.

Article Price : Rs.50

The Impact of Attendees' Event Involvement on Sponsors' Brand Image and Behavioral Intentions: A Study of Indian Premier League
Jaskirat Singh and Apar Singh

The Indian Premier League (IPL) is a privately-owned professional cricket league which invited private enterprises into cricket and successfully created it as a commercial property that matches the new social trends and lifestyles of the attendees. This study used structural equation modeling technique to find out the cause-and-effect relation between the event (IPL) and the sponsor (VIVO). The study found positive impact of attendees' event association in the form of event familiarity and event involvement on sponsor's brand image. The study also found high involvement of the attendees with an event positively influences their purchase intentions.


© 2018 IUP. All Rights Reserved.

Article Price : Rs.50


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