Sep'23


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

It is a quarterly journal that focuses on Brand equity, Brand image, Brand extension, Brand growth, Brand alliances and mergers; Corporate brand cocreation and Integrated brand communication; Product branding vs. Service branding; Retail branding; Branding for non-profit organizations; Brand metrics and Brand analytics; Brand research methods and Management strategies; Brand valuation.

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Article   Price (₹) Buy
Impact of Pre-Purchase Emotional State on Information Search and Evaluation: An Empirical Study on Automobile Consumers in India
50
Influence of Instagram on Buying Behavior of Gen-Z and Zillennial Consumers
50
Luxury Consumer Research: Challenges and Opportunities
50
Case Study
Nudie Jeans: An 'Impact First Brand' Contributing to Sustainable Fashion Industry
50
       
Contents : (Sep'2023)

Impact of Pre-Purchase Emotional State on Information Search and Evaluation: An Empirical Study on Automobile Consumers in India
Sikha Rani Baishya and Smritishikha Choudhury

In marketing domain, emotion is an important research topic as it unveils the hidden aspects of consumer psychology that shape consumer behavior. The paper aims to find out whether emotional state of buyers in the pre-purchase stage has influence over the information search process and investigate the predictive power of emotional state over the selection of the evaluation procedures by automobile buyers. It is found that pre-purchase emotional state of automobile consumers has a significant impact on the information search process, and positive pre-purchase emotional state motivates consumers to focus on favorable information (positive review, appealing ads) received during the search process and engage in Heuristic Processing, whereas negative pre-purchase emotional state drives consumers' attention towards unfavorable information (negative reviews, bad experiences of others) and dive into systematic processing. The study will be of help to car marketers in devising marketing communication strategies so as to create an appealing image in the minds of potential consumers and to stand out amidst competition. In addition, it also provides insight into the emotional dimension of consumers' mind, which will aid car marketers in taking well-thought-out marketing decisions to influence consumers' way of processing information while they make final purchase decision.


© 2023 IUP. All Rights Reserved.

Article Price : Rs.50

Influence of Instagram on Buying Behavior of Gen-Z and Zillennial Consumers
Hetal Bhinde, Purva Agarwal, Arvind Burande, Abhijit Bobde and Ajay Shukla

The paper examines the factors influencing consumer buying intention on Instagram, focusing on Gen-Z and Zillennial demographic in India. With the rapid growth of social media platforms, particularly Instagram, businesses are increasingly leveraging these platforms to connect with young consumers and stay updated on current trends. The study aims at identifying effective marketing tools on Instagram that influence the purchasing behavior of Gen-Z and Zillennials in India. Qualitative research was conducted through two focus groups, involving participants from the target demographic. The findings highlight gender differences in purchasing behavior on Instagram and demonstrate the platform's significant impact on impulse buying among Gen-Z and Zillennial consumers. The study also analyzes the influence of various users such as celebrities and bloggers on Instagram and their effective reach in the purchase decision process. Furthermore, the research explores the key influences in the consumer decision-making process among 120 respondents from India. It examines the marketing techniques employed by Instagram and their impact on online product selling. Given that Generation Z is set to become the largest consumer cohort, understanding their digital expectations and tendencies is crucial for brands seeking to tap into this market opportunity. Additionally, Zillennials, a distinct microgeneration between Millennials and Gen Z, exhibit unique characteristics and experiences, making them an appealing target audience for disruptive brands.


© 2023 IUP. All Rights Reserved.

Article Price : Rs.50

Luxury Consumer Research: Challenges and Opportunities
Henrik Uggla

Luxury marketing has matured, and the next level of research is likely to revolve around issues related to consumers, including the challenges they face in the marketplace. These issues may require more creative and innovative approaches to unfolding alternative ways of articulating and practicing luxury consumer research. The issue of consumer behavior is critical in this respect, but consumer insights and the empirical analysis will be even more crucial. In this paper, a number of areas within luxury consumer research are discussed with a focus on how they can be approached in alternative and perhaps more innovative ways with research on brand architecture, ethnography and consumer insights. This conceptual paper points to and underscores the important and subtle issues in creative luxury brand research.


© 2023 IUP. All Rights Reserved.

Article Price : Rs.50

Case Study Nudie Jeans: An 'Impact First Brand' Contributing to Sustainable Fashion Industry
Koti Vinod Babu and V Namratha Prasad

The case describes the efforts of Swedish denim brand Nudie Jeans Co. to make "owning a pair of jeans a sustainable practice". The case provides detailed information on the negative impact of cotton and jeans manufacturing on the environment. It then describes the various sustainable business practices of Nudie that made jeans, shirts, and sweaters with 100% ethically sourced organic cotton or recycled cotton. Nudie also ensured that the workers involved in the production of its clothing were assured basic human rights and given living wages. The case also provides a glimpse into other key initiatives that Nudie implemented to enable its customers to make sustainability a part of their life. Nudie was lauded as an Impact First Brand, wherein the brand was created to fight for a cause. Can Nudie sustain itself and keep inspiring other brands to practice sustainability in manufacturing?


© 2023 IUP. All Rights Reserved.

Article Price : Rs.50