Indian Journal of Marketing最新文献_第4页

Adoption of AI in the Banking Industry : A Case Study on Indian Banks 人工智能在银行业的应用:以印度银行为例

Indian Journal of Marketing Pub Date : 2023-03-01 DOI: 10.17010/ijom/2023/v53/i3/172654

引用次数: 0

Rewriting and Redefining the Aspects of Marketing with Metaverse – A Brief Insight 改写和重新定义的营销方面与虚拟世界-一个简短的见解

Indian Journal of Marketing Pub Date : 2023-03-01 DOI: 10.17010/ijom/2023/v53/i3/172057

Wendrila Biswas

引用次数: 0

Exploring Success Factors for New Product Selling in Fast - Moving Consumer Goods 新产品在快速消费品市场销售的成功因素探讨

Indian Journal of Marketing Pub Date : 2023-03-01 DOI: 10.17010/ijom/2023/v53/i3/172653

Vivek Kourav, Arbuda Sharma

引用次数: 0

An Assessment of the Factors Affecting Cause - Enjoined Marketing Offerings and its Impact on Consumer Behavior 原因禁止营销产品的影响因素及其对消费者行为的影响评估

Indian Journal of Marketing Pub Date : 2023-03-01 DOI: 10.17010/ijom/2023/v53/i3/172008

引用次数: 0

Sales Promotion and Impulse Buying Behavior towards Consumer Goods : The Mediating Role of Purchase Intention 消费品促销与冲动购买行为：购买意愿的中介作用

Indian Journal of Marketing Pub Date : 2023-02-01 DOI: 10.17010/ijom/2023/v53/i2/172631

Farah Yasin Abdelkhair, Mamoun Yaseen Babekir, Sara Suliman Mudawi, Al. Beisani Al. Al. Abiad

引用次数: 0

Impact of Retail Service Quality on Customer Reactions : The Mediating Effect of Retailer Personality 零售服务质量对顾客反应的影响——零售商人格的中介作用

Indian Journal of Marketing Pub Date : 2023-02-01 DOI: 10.17010/ijom/2023/v53/i2/172632

A. Rashid, V. Rokade

引用次数: 0

Menstrual Tracking Apps in India : User Perceptions, Attitudes, and Implications 印度月经追踪应用:用户感知、态度和影响

Indian Journal of Marketing Pub Date : 2023-02-01 DOI: 10.17010/ijom/2023/v53/i2/172630

Ananthu Nair, Padmakumar K., Sauparnika R. Krishna

引用次数: 0

An Empirical Study to Identify Consumer Brand Relationships During a Crisis 危机中消费者品牌关系识别的实证研究

Indian Journal of Marketing Pub Date : 2023-01-01 DOI: 10.17010/ijom/2023/v53/i1/172592

Subhajit Bhattacharya, Arunava Dalal, N. Bandyopadhyay

{"title":"An Empirical Study to Identify Consumer Brand Relationships During a Crisis","authors":"Subhajit Bhattacharya, Arunava Dalal, N. Bandyopadhyay","doi":"10.17010/ijom/2023/v53/i1/172592","DOIUrl":"https://doi.org/10.17010/ijom/2023/v53/i1/172592","url":null,"abstract":"Countless businesses exist only to serve the varying demands of the world's customers, and those consumers find themselves constantly bombarded by an overwhelming selection of goods and brands. The brand distinguishes the company from its rivals and aids consumers in making educated purchasing decisions. However, when faced with a catastrophic event like the COVID-19 outbreak, consumers' assessment criteria shifted in response to shifting priorities and circumstances. As a result, shoppers are rethinking their brand loyalties and choosing new ones. This article used the brand archetype framework to determine what factors customers value during times of crisis. It also used the brand archetype framework to identify the elements consumers consider important during a crisis. Data were collected from 207 respondents and using the Relative to an Identified Distribution (RIDIT) approach, the top-rated brand elements were identified based on level of importance or agreement. This study will help practitioners incorporate the identified elements into their brand image. Their subsequent actions will help them remain relevant and essential for their consumers, even in challenging situations. © 2023, Associated Management Consultants Pvt. Ltd.. All rights reserved.","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48154728","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Organization Branding in the Post-COVID-19 World – An Employer and Employee Perspective 后covid -19时代的组织品牌建设——雇主和员工的视角

Indian Journal of Marketing Pub Date : 2023-01-01 DOI: 10.17010/ijom/2023/v53/i1/172595

Monu Mishra, Vinaytosh Mishra

{"title":"Organization Branding in the Post-COVID-19 World – An Employer and Employee Perspective","authors":"Monu Mishra, Vinaytosh Mishra","doi":"10.17010/ijom/2023/v53/i1/172595","DOIUrl":"https://doi.org/10.17010/ijom/2023/v53/i1/172595","url":null,"abstract":"Employer branding is a tool to create a positive perception of an organization in the minds of existing and prospective employees. Employer branding not only helps in getting the best talent for an organization, but also reduces the cost of talent acquisition. Employees are not merely passive participants of the recruitment process;they aggressively seek information about the employers using secondary resources like blogs and social media pages of the company and are involved in the co-creation of the recruitment process. The study used a narrative review to identify the factors affecting employer branding. The study then used the multi-criteria decision making (MCDM) technique and TOPSIS to rank these factors, hence identifying the importance of five factors for an employer. The study further performed conjoint analysis to identify the utility of the identified factors for employees. The narrative review of the studies identified salary, job security, training and development, work-life balance, and career progress. The study's results suggested a significant gap between employers' and employees' perspectives, which must be addressed. Salary and job security are the hygiene factors and had a high priority for employees and employers. While career progress is important for employees, it got less preference from employers. The study findings will be useful for managers designing online branding strategies and those at the helm of corporate communication. © 2023, Associated Management Consultants Pvt. Ltd.. All rights reserved.","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67539964","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Modeling the Determinants of Hotel Service Booking During COVID-19 新冠肺炎期间酒店服务预订的决定因素建模

Indian Journal of Marketing Pub Date : 2023-01-01 DOI: 10.17010/ijom/2023/v53/i1/172594

Garima Pal, Ashutosh Pandey

引用次数: 0