Journal Articles: Recent submissions

  • Comparing consumer evaluations of services-to-services brand extensions with services-to-goods 
    Jayasankar Ramanathan; Sanal Kumar Velayudhan (Marketing Intelligence & Planning (Emeraldinsight), 2017-07-18)
    Purpose – The purpose of this paper is to examine the influences of parent brand characteristics and brand-extension fit on attitude towards the extension in the context of services-to-goods (SG) brand extension compared ...
  • Goal Congruence in Hedonistic and Utilitarian Reasons for Purchase and Features of a Product 
    Subhash, Jha,; Adhikari, Atanu (South Asian Journal of Management, 2016-06)
    Using the underpinning of assimilation and contrast theory, we examine whether consumers' reasons for purchasing a product are influenced by its attributes or not. A conceptual framework that differentiated between hedonic ...
  • Micro-modelling of individual tourist’s information-seeking behaviour: a heterogeneityspecific study 
    Adhikari, Atanu; Mahuya Adhikary (Current Issues in Tourism (Taylor & Francis), 2017)
    Previous research done on tourists’ information-seeking behaviour has focused on aggregate-level information seeking. The aggregate-level study has significant disadvantage in decision-making since actual behaviour of ...
  • Proactive market orientation and innovation in India: The moderating role of intrafirm causal ambiguity 
    Adhikari, Atanu; Rajeev Kumra; Lakshman, C. (Journal of Management & Organization, 2017-01)
    Despite the implication of organizational resources and the resource-based view of the firm, the market orientation literature has not examined associated constructs. Additionally, while it is recognized that emerging ...
  • An examination of the emotions that follow a failure of co-creation 
    Sugathan, Praveen; Ranjan, Kumar Rakesh; Mulky, Avinash G (Journal of Business Research (Elsevier), 2017)
    Service research has contributed to our understanding of the externally-directed emotions that customers experience, such as anger. However, there is limited knowledge about the self-directed emotions that customers ...
  • Atypical Shifts Post-Failure: Influence of Co-creation on Attribution and Future Motivation to Co-create 
    Sugathan, Praveen; Ranjan, Kumar Rakesh; Mulky, Avinash G. (Elsevier, 2017)
    This study investigates how the effect of the failure of co-created products or services influences: (a) internal attribution (i.e. the self) and external attribution (i.e. the firm), (b) customers’ expectancies of success, ...
  • Wooing Rural Customers 
    Panda, Tapan Kumar (Business Line - Hindu Magazine, 2001-07-05)
    The author looks at the potential of the rural markets of India and innovative strategies followed by the advertisers to woo rural audience for making a brand choice
  • Voluntary Sustainability and Transfer of Technology Through Produce Marketing 
    Panda, Tapan Kumar (Scholarly Article, 2001)
    This paper is aimed at measuring the economic growth rate and effect of developmental intervention by Governmental and non-governmental organizations in bringing socio-economic changes among Dongriya Kondh community in ...
  • The Unshakable 
    Panda, Tapan Kumar (Economics Times Daily, 2001-05-30)
    This article looks at the value of branding with the use of user imagery .The Indian brand managers have to understand the changes being brought through the advertising in our contemporary society in building distinctive ...
  • TAKING A BRAND GLOBAL 
    Panda, Tapan Kumar (Business Line - Catalyst- Hindu Magazine, 2002-09-19)
    The strategy to develop a global brand depends on two key factors i.e. the domestic compulsion and the global market opportunity. Entry and success of various multinationals in different emerging markets including India ...
  • Sustainable change through transfer of technology and produce marketing - A case study of the Dongriya Kondh of Orissa. 
    Panda, Tapan Kumar (2003-03)
    This paper shows how the approach followed by the government to provide appropriate agricultural technology and knowledge, as well as avenues for marketing of tribal product through voluntary and govenment networks, has ...
  • SUSCEPTIBILITYTO REFERENCEGROUPINFLUENCE AMONG RURALCONSUMERS 
    Sridhar, G.; Ramesh Kumar, N.; Narasimha Murthy, G. (Metamorphosis, 2010)
    The diversity in the reference group influence on consumer purchase in general and with reference to rural consumers isexamined in the review of literature. The literature on reference groups influence on rural consumer ...
  • Strategic Advantage Through Successful Co- Branding 
    Panda, Tapan Kumar (Scholarly Article, 2001)
    Today’s market is suffering from a syndrome of sameness where all the products offered to the customers look very similar. This similarity is not only from the sameness in the physical brand element but also in the symbolic ...
  • Socio Political Barrier To Tourism Marketing in South Asia 
    Panda, Tapan Kumar; Mishra, Sitikantha* (Scholarly Article, 2001)
    Tourism is a smokeless industry and is one of the fast growing businesses world over. The tourist flow to various countries serves as an indicator through which we can foresee a process of cultural assimilation and economic ...
  • The Ps and Qs of Global Branding 
    Panda, Tapan Kumar (Business Line - Catalyst- Hindu Magazine, 2002-09-26)
  • Modernisation in Indian retailing: Managerial and policy perspectives 
    Mulky, Avinash*; Nargundkar, Rajendra (Udyog Paragati, 2003)
    The structure of a country’s retail sector has an enormous influence on marketing strategy and marketing activities of firms. The Indian retail sector has arrived at a very critical stage. Stores in modern formats have ...
  • Marketing needs reform 
    Joffy, Thomas; Purani, Keyoor (Nutshell, 2011)
    More than 55 years ago, in 1954, management guru Peter Drucker said ‘Marketing… It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is from the customer’s point ...
  • Marketing misgivings and Indian customerscope for competitive conduct 
    Panda, Tapan Kumar (ICFAI University Press, 2003-07)
    The recent spate of mergers and acquisitions has brought new issues like competitive conduct of the business houses into the limelight. The antitrust movement in India is of very recent origin. So, the consumer in India ...
  • Market Innovative Strategy: A Case of LG Electronics 
    Bhatt, P.R. (Vision: The Journal of Business Perspective, 2003-12)
    LG Electronics (LGE) is the third in the rank of three largest chaebols after Hyndai and Samsung in South Korea. LGE has got more than 70 subsidiaries in 40 countries. The thrust of LGE was on home appliances. PC related ...
  • Managing the distribution channels for high-technology products: A behavioural approach 
    Sahadev, Sunil; Jayachandran, S.* (Emerald, 2002)
    The effects of variations in the external environment on channel member behaviour have been widely acknowledged in marketing channel literature. This paper focuses on the behavioural issues associated with the management ...

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