Academic journal article IUP Journal of Brand Management

Focus

Academic journal article IUP Journal of Brand Management

Focus

Article excerpt

This issue carries two papers based on quantitative research and three that focus on qualitative research. The first paper of this issue is a descriptive one, "Internal Marketing and Internal Branding in the 21st Century Organization", by Rachel S W Kaplan, on the topic of internal marketing and internal branding. Through an extensive literature survey, it brings out the conceptual progression from internal marketing to internal branding, particularly during the 21st century. It also identifies and expounds upon various dimensions and aspects related to internal branding.

The demand for smartphones has seen a dramatic increase in India in recent years; and there is as yet a huge untapped potential, as only 25% of mobile phone users have a smartphone. The second paper, "Customer Purchase Behavior for Smartphone Brands", by Rekha Attri, Shreta Maheshwari and Vijit Sharma, identifies the important dimensions that influence consumers' buying behavior in the context of smartphones. Using factor analysis, the research concludes that 'hardware specifications' (processor, camera, memory, etc.) is the most important consideration, followed by marketing communications (advertisements, point of sale explanation, word of mouth), additional features (battery backup, screen size, sound quality) and ease of use.

The next paper, "Perceptual Mapping of Selected Sedan Brands in India and Discriminant Analysis Based on Parameters Influencing the Purchase of a Sedan", by Oindrila Chakraborty and Sitanath Mazumdar, arrives at a perceptual map of five popular brands of sedan cars marketed in India, based on responses received from a cross-section of consumers in Kolkata. …

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