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Managerial
Reflections on Customer Relationship Management and
Customer Recession Management
--Adam
Lindgreen and Jesper Jon Elling
Customer
relationship management has become common currency among CEOs
and board of directors, and is widely regarded almost as a
panacea for the plethora of challenges confronting today's
organizations. In this article, we consider what happens to
organizations and their considerable investments in customer
relationship management programs when a recession hits the
economy. To this end, we examine the customer relationship
management programs that Stig Jørgensen & Partners,
Scandinavia's largest consulting firm specializing around
loyalty-based business solutions, has been involved in over
the past years. We considered only programs in Denmark. The
findings are interesting for both academicians and managers.
The former now have a better understanding of what is regarded
as best practice among consultants, while the latter know
what to do, and what to avoid, during a recession.
©
2004 IUP. All Rights Reserved.
Do
Rural and Urban Families Decide `Differently' to Buy?
-- Raghbir Singh and Pavleen
Kaur
Purchase
decision-making has been researched in a restricted context
in India although Indian families are seen to most strongly
influence decision patterns and behavior of buyers (family
members). Also, three-fourth of the country's population resides
in the hinterland, which is considered to be poles apart from
their urban counterparts on account of demographics and psychographics.
Therefore, this paper attempts to identify whether any significant
differences exist between the two types of families while
deciding to purchase durables.
©
2004 IUP. All Rights Reserved.
Micro-Profiling
of Customers of Coca-Cola Brands in Shopping Malls and Super
Markets: A Study
--S
Shajahan
The
study aims at portraying the branding preferences of Coca-Cola
brands among the shopping mall and supermarket in-store customers
in Chennai. The analysis revealed that customers' preferences
can be grouped as meaningful three clusters by employing multivariate
statistical data analysis and SPSS ver. 11.5 software. A combination
of demographic and critical variables clubbed with their brand
preferences helped the company to fine-tune their sales promotion
offers and campaigns which in turn rewarded them handsomely.
This is one of the early attempts made in India for the multinational
companies to undertake the micro-profiling studies from a
business school.
©
2004 IUP. All Rights Reserved.
Effectiveness
of Product Placements in Indian Films and its Effects on Brand
Memory and Attitude with Special Reference to Hindi Films
--Tapan
K Panda
Product
placement refers to the practice of including a brand name,
product, package, signage or other trademark merchandise within
a motion picture, television or other media vehicles for increasing
the memorability of the brand and for instant recognition
at the point of purchase. Media planners and brand marketers
are looking for alternative media vehicles to reach customers
with a distinct message to increase the brand name. This is
a growing trend in Indian films for various reasons. This
paper highlights the basic reasons for placing products and
brands in films with special reference to hindi films and
the effectiveness of these placements as a tool for enhancing
the recall value of the brands in the long run. This paper
proposes a category of placements that can be used by brand
marketers to put their brands in the films and identifies
the caveat for putting the brands in the films. This paper
suggests about the modality and plot connections in bringing
congruity in the presentation so that the brand placement
does not look out of context. The researcher has conducted
an experiment with four films namely Dilwale Dulhaniya Le
Jayenge, Phir Bhi Dil Hai Hindusthani, Taal and Yadein. Ten
clips from the movies representing various types of placements
were shown to the respondents and their opinion was sought
on the selected parameters. This research paper has implications
for both academicians and practitioners who include the advertising
agency people, media planners, brand managers, film scriptwriters
and producers for developing strategies to increase the use
of product placement as a tool for brand communications. The
paper also highlights the future research directions in this
area for Indian brand managers and academicians.
©
2004 IUP. All Rights Reserved.
Emotional
Intelligence and Consumer Reactions to Emotional Advertisements:
A Conceptual Framework
--Shreekumar
K Nair
Emotional
advertisements are today increasingly used by advertisers
to evoke emotional reactions in the consumers. However, whether
or not emotional advertisements are successful in creating
favorable reactions in the consumers by way of buying intentions
and buying behaviors depends largely on the consumers' ability
to control their emotions. This paper examines the probable
relationship between consumers' emotional intelligence and
their reactions to emotional advertisements. It is argued
that, emotional intelligence has implications for consumer
behavior in general and reactions to affect-laden advertisements
in particular. The way emotional intelligence can influence
the intentions as well as the buying behaviors of consumers
is explained here on the basis of theory and evidence from
existing research. The paper comes out with two propositions,
which are expected to serve as agenda for future research.
©
2004 IUP. All Rights Reserved.
Success
Determinants of Brand Extensions: An Indian Perspective
--Tamaraiselvam
and P David Jawahar
In
this turbulent, complex and competitive business environment,
the companies need to adopt many marketing strategies to stay
ahead in the market. One of the widely used marketing strategies
is to keep launching new products with a lot of varieties
for outpacing competitors. Another aspect is brand extensions.
Brand extension is defined as attaching an existing brand
name to a new product introduced in a different product category.
This article tries to find out some of the factors that are
considered to be important whenever the company pursues brand
extension strategies, specially in the Indian market scenario.
©
2004 IUP. All Rights Reserved.
Economic
and Justice Considerations in Consumer Privacy
--Sridhar Kunta
Consumer
privacy is at the center of an ongoing debate among business
leaders, privacy activists, and government officials. Although
corporations face competitive pressures to collect and use
personal information about their customers, many consumers
find some methods of collection and use of their personal
information unfair. We present a justice theory framework
that illustrates how consumer privacy concerns are shaped
by the perceived fairness of corporate information practices.
We describe a set of global principles, fair information practices,
which were developed to balance consumer privacy concerns
with an organization's need to use personal information.
©
2004 The IUP . All Rights Resereved.
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