Academic journal article IUP Journal of Marketing Management

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Academic journal article IUP Journal of Marketing Management

Focus

Article excerpt

Brand Equity (BE) is an indicator of the success of a brand. A brand is said to have BE depending upon recognition, associations and judgments made by the consumer. In the first paper, "The Relationship of Brand Equity to Purchase Intention", the authors, Samithamby Senthilnathan and Uthayakumar Tharmi, tried to examine the relationship between BE and Purchase Intention (PI). Four baby soaps namely, Pears Baby, Johnson & Johnson, Baby Cheramy, and Khomba Baby, were chosen to test the role of BE in determining the PI of customers. The primary data was collected through a structured questionnaire from 200 family members in Sri Lanka. From the analysis it was found that BE is positively related to PI and both indicate high level attributes among the customers.

Wellness services industry is seen as the sunrise sector in India. It includes services such as aerobics, yoga and fitness training; medical systems such as ayurveda and naturopathy; beauty therapy; and nutrition. With increasing incomes and changing lifestyles, the willingness of people to purchase wellness products and services in India is increasing. In the second paper, "Consumer Expectation, Attitude, and User Occasion of Wellness Services and Its Effect on Wellness Center Loyalty", the authors, S Satya, P Ganesan and Swathi Ravichandran, have made an attempt to understand the consumer expectations, attitudes and usage occasion of wellness service customers on loyalty generation towards wellness service providers. The study was conducted in Bangalore, India. Multiple regression analysis was used to test the behavioral factors of wellness center loyalty.

Children's market has become one of the important segments to marketers, and advertisements are used as a technique to tap this market. …

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