Academic journal article IUP Journal of Brand Management

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Academic journal article IUP Journal of Brand Management

Focus

Article excerpt

We are witnessing a very dynamic phase of the Indian economy. On the one hand, we have various positive events taking place like the government's coming out of the self-imposed policy paralysis, sectors like aviation looking up, etc. But on the other hand, there is a whole list of negative news-items like the increase in trade deficit, struggling of the automobile sector, and the lowest growth in manufacturing in the last two decades and other such pessimistic news. In such a vibrant phase of the economy, which can tilt either towards growth or towards recession, corporales are always looking for newer ways to survive, sustain and develop. Through our journal, we enable the managers to get a grip of the latest happenings in the brand management environment. This insight helps them to devise cutting edge contemporary strategies for survival, sustenance and development. In this issue, we present four such contemporary and insightful research works.

The first paper, "Does Emotional Appeal Work in Advertising? The Rationality Behind Using Emotional Appeal to Create Favorable Brand Attitude", by Tapan Κ Panda, Tapas Κ Panda and Kamalesh Mishra, attempts to assimilate the current thinking on the use of emotional appeals in advertising, positioning and communication in order to build a favorable attitude towards a brand. They identify products and services for which emotional advertising appeals will be more suitable and also elaborate on the risks involved in using emotional appeals. The factors influencing the effectiveness of emotional appeals are discussed in detail and guidelines are drawn for effective use of emotional appeals. The authors have also suggested the future direction of research in the area of use of advertising appeal and its influence in brand attitude formation.

In the second paper, "Measuring Customer-Based Brand Equity Through Brand Building Blocks for Durables", the authors, Rinalini Ρ Kakati and Smritishikha Choudhury, have evaluated global and Indian brands in the consumer durables sector by using Customer-Based Brand Equity Model (Keller, 2001). …

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