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The IUP Journal of Brand Management
ISSN: 0972-9097
A ‘peer reviewed’ journal indexed on Cabell’s Directory,
and also distributed by EBSCO and Proquest Database


Previous Issues

The IUP Journal of Brand Management is a quarterly journal that focuses on brand equity, brand image, brand extension, brand valuation and brand associations. IJBrM seeks to provide a platform for researchers in the field of brand management to publish their findings.

Privileged access to Online edition for Subscribers.
Information to Authors
Brand Engagement and Materialism: Attitude Towards Shopping
The Role of Consumer Personality Trait and Brand Personality
Trait in Creating Customer Experience
The Effect of Brand Equity on Customer Satisfaction: An Empirical Study Based on David Aaker’s Brand Equity Model
Consumer Orientation Towards Counterfeit Fashion Products: A Qualitative Analysis
The Spectacle of Excess: A Marketing- Cum-Financial Analysis of WWE Inc.
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(Sep 2016)

Brand Engagement and Materialism: Attitude Towards Shopping

--Sarabjot Singh

The present paper aims to find out the relation of brand engagement and materialism with consumer shopping behavior. Brand engagement considers the importance consumers give to brands (Sprott et al., 2009). The relation of materialism (intrinsic and extrinsic values) with brand engagement is represented by considering the importance a person gives to his possessions or acquisitions to achieve the desired end result. Finally, the impact of these two constructs is checked with shopping activity of both male and female. This research is based on field survey responses received from student consumers in two universities in Jammu. The findings demonstrate that brand engagement in self-concept and materialism are positively linked to liking for shopping. The different dimensions of materialism appear in consumers differently, and they influence the relationship between brand engagement and shopping activity. The study also reveals that there is a difference in shopping motivation between male and female consumers.

Article Price : Rs.50

The Role of Consumer Personality Trait and Brand Personality Trait in Creating Customer Experience

--Bikram Jit Singh Mann and Jyoti Rawat

This paper explores consumer personality and brand personality as major determinants in experiencing a product like cell phone. The findings suggest that extraversion personality trait influences passionate emotional attachment with the brand, neuroticism influences affectionate emotional attachment, while conscientiousness and openness to experience influence connectional emotional attachment with the brand. The brand personality dimension excitement positively influences consumer affection, connection and passion emotional attachment with the brand. Also, consumer emotional attachment with the brand positively impacts satisfaction and loyalty. Further, it turns out that brand personality positively influences consumer’s loyalty towards the brand. The brands positioned as being sincere, exciting and competent create affectionate, passionate and connectional emotional attachment with the brand.

Article Price : Rs.50

The Effect of Brand Equity on Customer Satisfaction: An Empirical Study Based on David Aaker’s Brand Equity Model

--Zoyia Tanveer and Rab Nawaz Lodhi

Building brand equity in this competitive environment is a very challenging and difficult task. Companies are now focused on meeting customers’ imminent desires by providing appropriate experiences. This study explores the association between brand equity dimensions, overall brand equity and customer satisfaction based on David Aaker’s brand equity model, in the context of branded shoes market in Pakistan. The data obtained from 75 respondents through a survey was analyzed using multiple regression analysis. The results establish significant association between three dimensions of brand equity, customer satisfaction and overall brand equity.

Article Price : Rs.50

Consumer Orientation Towards Counterfeit Fashion Products: A Qualitative Analysis

--Satish Agarwal and Savita Panwar

The purpose of this study is to deepen the understanding of consumer psyche and to explore consumer attitudes and intentions with respect to purchase of counterfeit fashion products. The craze to own renowned brands has resulted in increased fake or counterfeit products in the market. In order to be in tune with the latest fashion trends, consumers, who otherwise cannot afford the original brands, are opting for knockoffs. Apart from economic reasons, there are other reasons too that motivate consumers to buy counterfeit products. The study is a qualitative research focusing on understanding the way consumers interpret and make sense of their experience with counterfeit fashion products. A conceptual review was carried out to explore the possible antecedents and results of consumption of non-deceptive counterfeit fashion products.

Article Price : Rs.50

The Spectacle of Excess: A Marketing- Cum-Financial Analysis of WWE Inc.

--Varun Bajaj and Shivaji Banerjee

World Wrestling Entertainment (WWE) is the biggest name today in the field of Pro-Wrestling (Professional Wrestling). However, what we see today is not what it was decades ago. It has evolved considerably over the years. This evolution has been gradual and consistent so as to keep WWE Inc. abreast of the changing times, instead of maintaining the status quo. In terms of nomenclature, the brand has adopted and in turn shed several names over the years—World Wide Wrestling Federation (WWWF) to World Wrestling Federation (WWF) to WWE. Also, in terms of the underlying theme (era), the prowrestling promoter moved from the Golden Era to the Next Generation Era, the Attitude Era, the Ruthless Aggression Era, the Entertainment Era to the present-day Reality Era. Taking cognizance of the above, the objective of this paper is to conduct a marketing-cum-financial analysis of WWE, so as to appraise its performance both as a marketing spectacle and as a financial entity.

Article Price : Rs.50




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Automated Teller Machines (ATMs): The Changing Face of Banking in India

Bank Management
Information and communication technology has changed the way in which banks provide services to its customers. These days the customers are able to perform their routine banking transactions without even entering the bank premises. ATM is one such development in recent years, which provides remote banking services all over the world, including India. This paper analyzes the development of this self-service banking in India based on the secondary data.

The Information and Communication Technology (ICT) is playing a very important role in the progress and advancement in almost all walks of life. The deregulated environment has provided an opportunity to restructure the means and methods of delivery of services in many areas, including the banking sector. The ICT has been a focused issue in the past two decades in Indian banking. In fact, ICTs are enabling the banks to change the way in which they are functioning. Improved customer service has become very important for the very survival and growth of banking sector in the reforms era. The technological advancements, deregulations, and intense competition due to the entry of private sector and foreign banks have altered the face of banking from one of mere intermediation to one of provider of quick, efficient and customer-friendly services. With the introduction and adoption of ICT in the banking sector, the customers are fast moving away from the traditional branch banking system to the convenient and comfort of virtual banking. The most important virtual banking services are phone banking, mobile banking, Internet banking and ATM banking. These electronic channels have enhanced the delivery of banking services accurately and efficiently to the customers. The ATMs are an important part of a bank’s alternative channel to reach the customers, to showcase products and services and to create brand awareness. This is reflected in the increase in the number of ATMs all over the world. ATM is one of the most widely used remote banking services all over the world, including India. This paper analyzes the growth of ATMs of different bank groups in India.
International Scenario

If ATMs are largely available over geographically dispersed areas, the benefit from using an ATM will increase as customers will be able to access their bank accounts from any geographic location. This would imply that the value of an ATM network increases with the number of available ATM locations, and the value of a bank network to a customer will be determined in part by the final network size of the banking system. The statistical information on the growth of branches and ATM network in select countries.

Indian Scenario

The financial services industry in India has witnessed a phenomenal growth, diversification and specialization since the initiation of financial sector reforms in 1991. Greater customer orientation is the only way to retain customer loyalty and withstand competition in the liberalized world. In a market-driven strategy of development, customer preference is of paramount importance in any economy. Gone are the days when customers used to come to the doorsteps of banks. Now the banks are required to chase the customers; only those banks which are customercentric and extremely focused on the needs of their clients can succeed in their business today.