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Nema, Geeta
- The Effect of Brand Extension Strategies on Brand Equity in Banking Sector
Abstract Views :193 |
PDF Views:0
Authors
Ankita Neema
1,
Geeta Nema
2
Affiliations
1 Devi Ahilya Vishwavidyalaya, Indore (M.P.), IN
2 IIPS, Devi Ahilya Vishwavidyalaya, Indore (M.P.), IN
1 Devi Ahilya Vishwavidyalaya, Indore (M.P.), IN
2 IIPS, Devi Ahilya Vishwavidyalaya, Indore (M.P.), IN
Source
Asian Journal of Management, Vol 8, No 3 (2017), Pagination: 535-541Abstract
Marketers often use already established brand name to introduce a new product in the market and utilize the familiarity of existing brands. This research study analyzes the factors that affect brand equity through brand extension, measures the effects of the brand extension on brand equity, study the awareness about various brand extension strategies in banking sector and also measure the impact of demographic variables on the brand extension strategies adopted by Banks. The study considered brand extension as the independent variable, which constitutes three important components namely Similarity, Brand familiarity and Perceived fit. The dependent variable brand equity will be measured using three components which are perceived quality, Brand Loyalty, and Brand Association. The research employed questionnaire for sample consisting of 107 customers belonging to the age of above 18 years and account holder of any bank to examine the impact of brand extension strategy on brand equity, analysing reliability of the questionnaire, testing hypothesis by applying chi- square statistics, Pearson correlation between brand extension strategy and brand equity and Regression analysis to find the effect of independent variable (brand extension: Similarity, Brand familiarity and Perceived fit), on dependent variable (brand equity). The results reveal that there is positive strong relationship between brand extension and brand equity in banking sector. Perceived fit has a significant effect on the brand equity excluding Similarity and Familiarity. Brand extension strategies adopted by Banks has affected by the education level, age, occupation and income of the respondents.Keywords
Brand Extension, Brand Equity, Brand Similarity, Brand Familiarity, Perceived Fit, Perceived Quality, Brand Loyalty And Brand Association.
References
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- Store Promotion Techniques Creating Brand Image of FMCG in India
Abstract Views :171 |
PDF Views:0
Authors
Astha Joshi
1,
Geeta Nema
2
Affiliations
1 Amity University Madhya Pradesh, IN
2 International Institute of Professional Studies Devi Ahilya University Indore, MP, IN
1 Amity University Madhya Pradesh, IN
2 International Institute of Professional Studies Devi Ahilya University Indore, MP, IN
Source
Asian Journal of Management, Vol 8, No 3 (2017), Pagination: 873-880Abstract
In today’s competitive environment where the customer has got tremendous choice for selecting brands, it is a very challenging task for a marketer to attract new and retain the old customer. To accomplish this objective the marketer uses different types of marketing strategies to position their product in the mind framework of the customer and establish their brand image in the market. The study focuses assessing the overall impact of store promotional tools on consumer buying decision and also to study the impact and awareness of various store promotional tool among the respondents. Store promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. For the purpose of this study 549 respondents were approached and they were asked to fill the structured questionnaire designed for the study. The collected data from the sample respondents is analysed by using different statistical tests such as - reliability statistics, validity, frequency distribution, regression, chi-square test, one-sample kolmogorov-smirnov test and ANOVA.Keywords
Store Promotion, Brand Image, Marketing Strategy, Buying Behaviour.References
- Haslinda Hashim, Siti Rahayu Hussin and Nurdiyana Nadihah Zainal (2014) a study on “Exploring Islamic Retailer Store Attributes from Consumers Perspectives: An Empirical Investigation”, International Journal of Economics and Management, Vol. 8, pp- 117 – 121.
- Knego Nikola, Petljak Kristina and Vouk Rudolf (2014) “Location and Layout as Sources of Competitive Advantage of Small Retailers”, Journal of International Scientific Publications, Volume 8, pp- 267-270.
- Koul, Surabhi and Mishra, Hari Govind, 2013, “Customer perceptions for store attributes: a study of traditional Retail stores in India”, Journal of Business and Economics, Vol.5 No.1, pp-97-99.
- Manzur. Enrique, Olavarrieta. Sergio, Hidalgo. Pedro, Farías. Pablo, and Uribe. Rodrigo, 2011, “Store brand and national brand promotion attitudes antecedents”, Journal of Business Research 64, pg no- 286.
- Pierre, Chandon, et.al. (2000), "A Benefit Congruency Framework of Sales Promotion Effectiveness", Journal of Marketing, October, pp. 65-8 1.
- Rose, (2011) “Effective in store display programs begin with a sign ware placement strategy” Locations resource Guide, Edition 2 of 8, pp-2-3.
- Sindhu, Asha, 2011. Sales Promotion Strategy of Selected Companies of FMCG Sector in Gujarat Region. Department of Business Management, Saurashtra University, Pp- 1-2.
- Singh Priyanka, Katiyar, and Verma Gaurav (2014) “Retail Shoppability: The Impact of Store Atmospherics and Store Layout On Consumer Buying Patterns”, International Journal of Scientific and Technology Research Volume 3, Issue 8, pp- 15-23.
- Marketing Strategies in Creating Brand Image of FMCG in India with Special Reference to Store Promotion
Abstract Views :361 |
PDF Views:0
Authors
Astha Joshi
1,
Geeta Nema
2
Affiliations
1 Amity University, Madhya Pradesh, IN
2 International Institute of Professional Studies, Devi Ahilya University Indore, MP, IN
1 Amity University, Madhya Pradesh, IN
2 International Institute of Professional Studies, Devi Ahilya University Indore, MP, IN
Source
Asian Journal of Management, Vol 8, No 4 (2017), Pagination: 975-982Abstract
In today’s competitive environment where the customer has got tremendous choice for selecting brands, it is a very challenging task for a marketer to attract new and retain the old customer. To accomplish this objective the marketer uses different types of marketing strategies to position their product in the mind framework of the customer and establish their brand image in the market. The study focuses assessing the overall impact of store promotional tools on consumer buying decision and also to study the impact and awareness of various store promotional tool among the respondents. Store promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. For the purpose of this study 549 respondents were approached and they were asked to fill the structured questionnaire designed for the study. The collected data from the sample respondents is analysed by using different statistical tests such as - reliability statistics, validity, frequency distribution, regression, chi-square test, one-sample Kolmogorov-Smirnov test and ANOVA.Keywords
Store Promotion, Brand Image, Marketing Strategy, Buying Behaviour.References
- Haslinda Hashim, Siti Rahayu Hussin and Nurdiyana Nadihah Zainal (2014) a study on “Exploring Islamic Retailer Store Attributes from Consumers Perspectives: An Empirical Investigation”, International Journal of Economics and Management, Vol. 8, pp- 117 – 121.
- Knego Nikola, Petljak Kristina and Vouk Rudolf (2014) “Location and Layout as Sources of Competitive Advantage of Small Retailers”, Journal of International Scientific Publications, Volume 8, pp- 267-270.
- Koul, Surabhi and Mishra, Hari Govind, 2013, “Customer perceptions for store attributes: a study of traditional Retail stores in India”, Journal of Business and Economics, Vol.5 No.1, pp-97-99.
- Manzur. Enrique , Olavarrieta. Sergio, Hidalgo. Pedro, Farias. Pablo, and Uribe. Rodrigo, 2011, “Store brand and national brand promotion attitudes antecedents”, Journal of Business Research 64, pg no- 286.
- Pierre, Chandon, et.al. (2000), "A Benefit Congruency Framework of Sales Promotion Effectiveness", Journal of Marketing, October, pp. 65-8 1.
- Rose, (2011) “Effective in store display programs begin with a sign ware placement strategy” Locations resource Guide, Edition 2 of 8, pp-2-3.
- Sindhu, Asha, 2011. Sales Promotion Strategy of Selected Companies of FMCG Sector in Gujarat Region. Department of Business Management, Saurashtra University, Pp- 1-2.
- Singh Priyanka, Katiyar, and Verma Gaurav (2014) “Retail Shoppability: The Impact of Store Atmospherics and Store Layout On Consumer Buying Patterns”, International Journal of Scientific and Technology Research Volume 3, Issue 8, pp- 15-23.