Brand Managers often resort to brand extension strategies to reduce the risk of launching a new product in the market and to take advantage of the success of an existing successful brand. The image of parent brand helps ...

Satisfied internal customers and their attitude are prerequisites to satisfied external cutomers. So it is important to integrate the service provision process throughout the whole organization for building a stronger ...

Expert power is recognized as a non-coercive source of power, which can be effectively employed in the context of channel management. The paper attempts of look at the impact of expert power on certain channel relationship ...

The study provides empirical support to the much conceptualized but not-yet-tested framework of luxury value perceptions in cross-national context. Using five distinct parameters, the study compares the luxury value ...

A study of how couples choose a restaurant finds a two-step process, in which each partner determines an individual utility for a particular restaurant’s attributes and then the two partners negotiate a joint family utility ...

Purpose – The purpose of this paper is to demonstrate the rationale and method for studying product adaptation in rural markets. Design/methodology/approach – The paper takes the form of an exploratory design that includes; ...

The significant outcome of the government policy of liberalisation in industrial and financial sector has been the development of new financial instruments. These new instruments are expected to impart greater competitiveness ...

Customer Relationship Management (CRM) has its origin in the basic paradigm of marketing i.e. to satisfy customers with the best possible alternative in the market through a relational exchange process. Customer relationship ...

Advertisers are looking for newer methods and media to reach the consumers for various reasons. The objective of brand communication has been to expose the audience to a brand, whereby the effect can be maximized in terms ...

In this article the author looks at Indian advertising scenario and how it has empowered Indian women .He highlights about the greater role that advertising can play other than just associating the brand with the customer ...