In this paper attempt has been made to study concept of Cause Related Marketing & Its impact on Corporate Brand Image & Sales through questionnaire cum interview schedules & from secondary data sources like website, Journals ...

Since the 1920s, Fads have been in vogue and the trend just seems to accelerate as time goes on…thus the only way to tackle the increasing popularity of these short lived products is to build strong brand equity. Products ...

Purpose – The purpose of this paper is to examine the influences of parent brand characteristics and brand-extension fit on attitude towards the extension in the context of services-to-goods (SG) brand extension compared ...

A major area of concern in marketer-consumer relation is the growing influence and utilization of the credit market, an outcome of compulsive buying, which has negatively affected the consumers, leading them to unmanageable ...

Brands are assets that can be acquired, licensed, and hypothecated by firms. Brand extension refers to the use of established brand name for introducing new offering. From a brand owner’s perspective, usefulness of brand ...

Perceived risk is considered to be a key antecedent of consumer involvement and has been studied widely in varied contexts. However decomposing the perceived risk and analyzing each dimension of risk and types of risk has ...

Consumerism as a phenomenon has most commonly been examined in terms of its collective effects, positive or negative, on an economy and its constituents. Few perspectives have incorporated the negative effects of consumerism ...

Building corporate brand equity for one’s own is considered as one of the most important governance responsibilities by most of the Indian companies today. This paper is an attempt by the authors to identify the factors ...