May'19


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
Consumer Behavior Towards Personal Luxury Goods: The Mediating Role of Brand Attachment
50
The Influence of Social Media’s Marketing Efforts on Brand Equity and Consumer Response
50
Antecedents and Consequences of Online Engagement: Measurement and Assessment of Reliability
50
       
Contents : (May, 2019)

Consumer Behavior Towards Personal Luxury Goods: The Mediating Role of Brand Attachment
Shadma Shahid and Rahela Farooqi

The Indian luxury market is seen as ‘Next China’, but little has been studied about this upcoming luxury market. With the growing number of luxury products for consumers in India, there is a need to understand the factors driving these consumers’ luxury purchase behavior. The aim of this paper is to develop and understand the Indian luxury products consumers’ buying behavior and test the mediating role of brand attachment between behavioral intention and luxury products actual purchase relationship. The study is based on a survey of real-time luxury consumers who have bought international luxury brands in three categories (Apparels, Footwear and Handbags). Structural equation modeling was applied to test the proposed hypotheses. The results of our study indicate a positive impact of brand attitude on social, functional and personal values, followed by a positive influence on purchase intention, which in turn positively influences actual purchase consumption. Brand attachment was found to partially mediate the relationship between consumer purchase intention towards luxury goods and their actual purchase.


© 2019 IUP. All Rights Reserved.

Article Price : Rs.50

The Influence of Social Media’s Marketing Efforts on Brand Equity and Consumer Response
Rida Sehar, Sarfraz Ashraf and Faisal Azam

This study investigated the impact of Social Media’s Marketing Efforts (SMME) on the brand equity of the consumers and their behaviors towards the brand. The relationship of these variables is explored by analyzing three different brands (Outfitters, Khaadi and Junaid Jamshed) in Pakistan. For data collection, a structured questionnaire was used with five elements of SMME, three dimensions of Brand Equity (BE), and three dimensions of Consumer Response (CR). The results of this study show that there is a positive and significant link between SMME and consumer behavior and brand equity. The results of the study also show that brands can improve their relationship with the customers by using social media sites. This study has addressed the gaps in the earlier studies of SMME of a brand through the structural equation model.


© 2019 IUP. All Rights Reserved.

Article Price : Rs.50

Antecedents and Consequences of Online Engagement: Measurement and Assessment of Reliability
Harsandaldeep Kaur and Mandakini Paruthi

The present study focuses on a novel relationship marketing concept of online engagement. On the basis of an extensive literature review, the study postulates a series of research propositions to explain the interrelationships between antecedents of online engagement on the one hand and online engagement and its consequences on the other. The study developed a comprehensive framework of a multidimensional online engagement construct and analyzed its antecedents and consequences. Furthermore, the study develops, refines, and validates the measures of online engagement construct, its antecedents, and consequences. The various validation processes employed to assess the psychometric properties of the developed questionnaire to measure online engagement and to study the relationship among its antecedents and consequences were discussed. The current study was carried out in August 2016. The processes undertaken were: content validity, reliability assessment using item to total score, corrected item-to-total, means and variances criterion. Cronbach’s alpha correlation coefficient and Exploratory Factor Analysis (EFA) were used to assess the construct validity. The results of the study proved the final questionnaire consisting of 64 items reliable and valid for measuring online engagement and its antecedents and consequences.


© 2019 IUP. All Rights Reserved.

Article Price : Rs.50

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