Academic journal article IUP Journal of Brand Management

Focus

Academic journal article IUP Journal of Brand Management

Focus

Article excerpt

This issue carries a mix of two conceptual papers, two quantitative research papers, and a case study. The first paper, "Luxury Brand Architecture Challenges", by Henrik Uggla, which is conceptually oriented, explores brand architecture formats prevalent among luxury products. In particular, it looks at examples of co-branding, ingredient branding, endorsements and vertical brand architectures. More importantly, it raises issues regarding the relationships among brands, their relative importance and mutual impact. It also points out possible areas for further research.

Patanjali has emerged as a big brand in the Indian FMCG market space within a very short span of time. The reason for this has been a subject of considerable interest, with many explanations being offered for the same. The second paper, "Consumer Perception of Patanjali Products: An Analytical Study", by Ruchi Jaggi and Munmun Ghosh, draws upon consumer opinion and with the help of factor analysis, identifies five factors that influence consumer perception of Patanjali products. These are respectively labeled as follows: communication strategies and quality of products; visibility and purity of products; availability, competitive pricing and range of products; brand image of Baba Ramdev; and consumer awareness.

The next paper, "Factors Influencing Consumers' Attitude, Intention and Behavior Towards Short Message Service-Based Mobile Advertising in Pakistan", by Muhammad Shaheen, Rab Nawaz Lodhi, Zahid Mahmood and Hina Abid, presents findings regarding factors influencing consumers' attitude, intention and behavior towards SMS-based mobile advertising, and is based on a study conducted in Pakistan. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.