Academic journal article IUP Journal of Brand Management

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Academic journal article IUP Journal of Brand Management

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Article excerpt

Does the Country Of Origin (COO) of the bank providing credit card service has an impact on customers' decision to avail the same? Evidently, yes. The same is true of customer involvement too. Further, COO of the bank and customer involvement also together impact upon customers' choice of bank for availing credit card service. These are the findings of the paper, "Impact of Country of Origin and Customer Involvement on Brand Preference - Discriminant Modeling in Indian Credit Card Business", by Tapan K Panda.

In the next paper, "A Study on Selection of Most Preferred Brands", by Gaurav Gupta and Vikas Singla, Maruti, Colgate, Coke, Dettol, Nike, Samsung and Airtel are the most preferred brands in their respective categories, i.e., motor cars, oral care, soft drinks, hand wash, sportswear, mobile phones and mobile communication service. This is the conclusion that the authors have drawn based on a study conducted among consumers in the Delhi NCR region, which used the run test to identify the most preferred brand among two shortlisted brands in each product category.

The precariat are those who are financially in a precarious position, as they do not have permanent jobs or an assured and steady income; and this class of people is steadily increasing in numbers. …

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