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Persons
as Leader Brands: From Endorsers to Branded Houses --
Henrik Uggla
This
paper presents and explains a model for how meaning `transfers'
to and from brands and how it can be strategically leveraged
from different sources in a system of brands. The model
adopts a more balanced holistic perspective than the existing
models of celebrity endorsement and brand alignment between
persons and brands through the introduction of a leader
brand, a partner brand and a brand association base connecting
the above entities.
©
2008 The Icfai University Press. All Rights Reserved.
Rural
Consumer Behavior with Regard to Selected Fmcgs Consumption
Patterns and Brand Usage: A Study --
A Sarangapani and T Mamatha
Marketing
of FMCGs (Fast Moving Consumer Goods) plays a pivotal role
in the growth and development of a country irrespective
of the size, population and the concepts which are so interlinked
that, in the absence of one, the other virtually cannot
survive. It is a fact that the development of FMCG marketing
has always kept pace with the economic growth of the country.
Both have experienced evolutionary changes rather than revolutionary
changes. The objective of modern marketing is to make profits
by delighting the consumers by satisfying their needs and
wants. Hence, the marketers of FMCGs have to understand
the real needs, wants, beliefs and attitudes of the consumers
towards their products and services.
©
2008 The Icfai University Press. All Rights Reserved.
Meaning
Transfer in Event Sponsorships --
Subhadip Roy and Lopamudra Ghosh
The
meaning transfer phenomenon proposed by McCracken (1986)
gives an account of the movement of meaning from the culture
constituted world to consumer products. Though meaning transfer
could explain many marketing phenomena, it has been less
researched in literature. Over the last decade, the meaning
transfer phenomenon has been used in celebrity endorsements
literature to a certain extent (Peetz et al., 2004; Byrne
et al., 2003; and Batra and Homer, 2004) which was in turn
proposed by McCracken (1989). The area of event sponsorships
is one where the meaning transfer phenomenon becomes very
important.
©
2008 The Icfai University Press. All Rights Reserved.
An
Empirical Study on the Factors Influencing the Buying Behavior
of the Consumers: LCD Televisions --
Sunil Bhardwaj and Indrani Palaparthy
The
Indian market for entertainment devices like television
has been expanding in the last two decades. Several players
are introducing not only several features to the existing
products but also new products like LCD (Liquid Crystal
Display) TV and Plasma TV to capture various segments of
the market. Consumers now have a wide choice for the selection
of televisions. The present study is an empirical research
done on factors influencing the buying behavior of the customers
of LCD Televisions of a selected brand. A random sample
was selected from the company's database and techniques
like exploratory factor analysis and logistic regression
are used to analyze the data.
©
2008 The Icfai University Press. All Rights Reserved.
CASE
STUDY
The
ICICI Bank Brand: Is It Time for Revitalization? --
Kaushik Mukerjee
The
ICICI (Industrial Credit and Investment Corporation of India)
has had a chequered history since its incorporation in 1955,
but the ICICI Bank was set up much later in 1994. However,
the bank has made rapid progress and become the largest
private bank in India In fact, judged on the basis of size,
the only bank ahead of the ICICI in the public sector is
the State Bank of India (SBI). In 2007, the performance
of ICICI bank was remarkable. The total assets were Rs.
3446.58 bn ($79 bn) as on March 31, 2007, while the network
increased to 950 branches and 3,300 ATMs.
©
2008 The Icfai University Press. All Rights Reserved.
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