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Verma, Harsh V.
- Branding: Context, Content and Consequences
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Authors
Affiliations
1 Faculty of Management Studies University of Delhi, Delhi 110007
1 Faculty of Management Studies University of Delhi, Delhi 110007
Source
Journal of Management Research, Vol 7, No 1 (2007), Pagination: 27-39Abstract
The marketing environment both at the side of demand and supply is undergoing a subtle but very profound change. The concept of value, value creation process, and value provider is not what it used to be. The pivot around which the marketing process was built in the industrialization wave used to be the product. Now the free and unhindered movement of men, materials, process and knowledge the parity seem to be dawning on the systems creating ultimate peril for the marketers. The manifestations of this malaise are loyalty erosion, switching and promotion sensitivity. The influence of product element is wearing away leaving marketers to look for edge elsewhere. The value now needs to be liberated and transcended from the narrow confines of the product. The marketer needs to break free from the boundaries imposed by the 'productness' of the offering. It is only when the offer is pushed into a higher value orbit, then only a marketer can hope to achieve the desired consequences like the commitment and bonding.Keywords
Networked System, Feature-benefit Marketing, Consumer Rationality, Commoditization, Rallying Points, Value Orbit, Productness, Rational And Emotional AppealsReferences
- Achrol, R. S. (1997), Changes in the Theory of Inter-organizational Relations in Marketing: Toward a Network Paradigm, Journal of Academy of Marketing Science, 25(9): 9.
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- Ashkenas, R., Ulrich, D., Jick, T. and Herr, S. (1998), The Boundaryless Organisation: Breaking the Chains of Organizational Structure. Jossey-Bass, San Francisco.
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- Brand Equity,The Economic Times, Februay 15, 2006, pp. 1-4.
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- Levy, S. J. (1959), Symbols for Sale, Harvard Business Review, 37 (July-Aug): 117-124.
- Maitra, S. K. (2001), The Philosophy of Sri Aurobindo. Sri Aurobindo Ashram Publication, Pondicherry.
- Martineau, P. (1957), Motivation in Advertising. McGraw Hill, NY.
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- Schmitt, B. H. (1999), Experiential Marketing. The Free Press, NY.
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- Zatlman, G. (2003), How Customers Think. Harvard Business Press, Boston.
- Customer Expectations and Service Quality Dimensions Consistency
Abstract Views :386 |
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Authors
Affiliations
1 Bhagini Nivedita College University of Delhi, Delhi
2 Faculty of Management Studies University of Delhi, Delhi
1 Bhagini Nivedita College University of Delhi, Delhi
2 Faculty of Management Studies University of Delhi, Delhi
Source
Journal of Management Research, Vol 2, No 1 (2002), Pagination: 43-52Abstract
Service marketers bemoan what they perceive as an unprecedented increase of customer expectations in many service industries. Customer expectations are on rise with each competitive advance. While at most everybody has an intuitive sense of what expectations are, service marketers need a far more thorough and clear understanding of expectations in order to comprehend the concept of service quality and to measure and manage it. A literature review suggests that the measurement of service quality is full of controversy associated with many issues, of which an important few are : the type of expectations customers hold in the evaluation, important manageable service quality dimensions / attributes that define it in its full framework and dimensional consistency across the service categories. The paper examines these aspects in select services. The results suggest that (1) Customer 'would' and 'should' expectations differ significantly at most of the times, (2) 'would' expectations are comparatively closer to the service performance, (3) all the suggested dimensions of service quality are important, and (4) service quality may not always be the same five-factor structure as proposed by Parasuraman, Zeithaml, and Berry from time to time.Keywords
Service Quality, should Expectation, would Expectation, Quality DimensionsReferences
- Anderson, Carl and Carl P. Zeithaml (1984), Stage of the Product Life Cycle, Business Strategy and Business Performance, Academy of Management Journal 27 (March): 5-24.
- Babakus, Emin and Gregory W. Boller (1992), An Empirical Assessment of the SERVQUAL Scale, Journal of Business Research 24: 253-268.
- Bolfing, Claire P. and Robert B, Woodruff (1998), Effects of Situational Involvement on Consumers’ Use of Standards in Satisfaction / Dissatisfaction Processes, Journal of Consumer Satisfaction/Dissatisfaction and Complaining Behavior, pp. 16-24.
- Bolton, Ruth N. and James H. Drew (1991a), A Longitudinal Analysis of the Impact of Service Changes on Customer Attitude, Journal of Marketing 55(January): 1-19.
- Boulding, William, Ajay Kalara, Richard Staelin, and Valarie A., Zeithaml (1993), A Dynamic Process Model of Service Quality: from Expectations to Behavioral Intentions, Journal of Marketing Research 30 (February): 7-27.
- Brown, Stephen N. and Teresa A. Swartz (1989), A Gap Analysis of Professional Service Quality, Journal of Marketing 53 (April): 92-98.
- Buzzell. R.D., and Gale, B.T. (1987), The PIMS Principles, Free Press, New York.
- Carman, James M. (1990), Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions, Journal of Retailing 66(Spring): 33-55.
- Cronin, J. Joseph, Jr. and Steven A. Taylor (1992), Measuring Service Quality: A Re-examination and Extension, Journal of Marketing 56(July): 55-68.
- Crosby, Phillip B.(1979), Quality is Free: The Art of Making Quality Certain, American Library, New York.
- Garvin, David A. (1983), Quality on the Line, Harvard Business Review 61(Sept–Oct): 65-73.
- Lietcht, Margeret G. and Gillbert A. Churchill, Jr. (1989), Conceptual Insights into Consumer Satisfaction with Services, in Neil Beckwith et. al. (Eds), Educator’s Conferences Proceedings, Series 45, American Marketing Association, Chicago, pp.509-15.
- Miller, John A. (1977), Studying Satisfaction Modifying Models, Eliciting Expectations, Posing Problems and Making Meaningful Measurements, in H. Keith Hung (Ed), Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction, pp. 72-91, Marketing Science Institute, Cambridge, MA.
- Oliver, Richard L. (1980), A Cognitive Model of Antecedents and Consequence of Satisfaction Decisions, Journal of Marketing Research 17(November): 460-469.
- Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry (1985), A Conceptual Model of Service Quality and the Implications for Future Research, Journal of Marketing 49(Fall): 41-50.
- Parasuraman, A., Leonard L. Berry and Valarie A. Zeithaml (1988), SERVQUAL: A Multiple – Item Scale for Measuring Customer Perception of Service Quality, Journal of Retailing 64(Spring): 12-40.
- Parasuraman, A., Leonard L. Berry and Valarie A. Zeithaml (1990), An Empirical Examination of Relationships in an Extended Service Quality Model, Marketing Science Institute, Cambridge, MA.
- Parasuraman, A., Leonard L. Berry and Valarie A. Zeithaml (1991), Understanding Customer Expectation, of Services, Sloan Management Review (Spring): 39-48.
- Parasuraman, A., Leonard L. Berry and Valarie A. Zeithaml (1991), Refinement and Reassessment of the SERVQUAL Scale, Journal of Retailing (Winter): 420-50.
- Parasuraman, A., Leonard L. Berry and Valarie A. Zeithaml (1991e), Perceived Services Quality as a Customer Based Performance Measure: An Empirical Examination of Organizational Barriers using an Extended Service Quality Model, Human Resource Management 30(3): 335-64.
- Parasuraman, A., Zeithmal, Valarie A. and Berry, L. (1994), Reassessment of Expectation as Comparison Standard in Measuring Service Quality: Implications for Future Research, Journal of Marketing 58(January): 11-24.
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- Pratibha A. Dabholakar, C. David, Shepherd and Dayle L. Thorpe (2000), A Comprehensive Framework for Service Quality: An Investigation of Critical Conceptual and Measurement Issues Through a Longitudinal Study, Journal of Retailing 76(2): 131-132.
- Reichheld, F.F. and Sasser, W.E. Jr. (1990), Zero Defections: Quality Comes to Service, Harvard Business Review (Sept–Oct): 105-77.
- Rust R.T. and Zahorik, A.J. (1993), Customer Satisfaction, Customer Retention and Market Share, Journal of Retailing 69(2): 193-215.
- Teas, R. Kenneth (1993), Consumer Expectation, Journal of Professional Services Marketing, pp. 33-54.
- Teas, R. Kenneth (1994), Expectations as a Comparison Standard in Measuring Service Quality: An Assessment of a Reassessment, Journal of Marketing 58(January): 132-139.
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- Terry Grapentine (1998-99), The History and Future of Service Quality Assessment, Marketing Research (Winter/Spring): 5-20.
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- Woodruff, Robert B., Ernest P. Cadotte, and Roger L. Jenkins (1983), Modelling Consumer Satisfaction Processes Using Experience Based Norms, Journal of Marketing Research 20(August): 296-304.
- Zahorik, A.J. and Rust R.T. (1992), Modelling the Impact of Service Quality on Profitability: A Review, in Swartz, T.A., Bowen, D.E. and Brown, S.W. (Eds.), Advances in Services Marketing and Management, pp. 49-64, JAI Press, Greenwich, CT.
- Zeithaml, V., Parasuraman, A. and Berry, Leonard L. (1993), The Nature and Determinants of Customer Expectations of Services, Journal of the Academy of Marketing Science (Winter): 1-12.
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- Service Failure and Recovery in Select Industries
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Authors
Affiliations
1 Faculty of Management Studies University of Delhi, Delhi
1 Faculty of Management Studies University of Delhi, Delhi
Source
Journal of Management Research, Vol 1, No 2 (2001), Pagination: 69-78Abstract
There is a growing realisation that customer satisfaction is necessary but not sufficient for survival. The firms must organise efforts to create a completely satisfied customer. The issue is whether marketers really act upon this prescription. This study is aimed at discovering the incidents of failures in the context of service marketing. An attempt is made to identify failure incidences; their perceived severity and adequacy of recovery efforts in select service industries. It has been found that firms stumble in doing a good job at basic or core service level what to talk about augmentations. Besides, inter-personal failures are perceived to be the most severe. The firms are not able to make effective recovery in most of the cases from the customer's point of view.Keywords
Recovery Management, Total Satisfaction, Service FailureReferences
- Anderson, Eugene W., Claes Fornell and Don Lehman, "Perceived Quality, Customer Satisfaction, Market Share and Profitability", Working Paper, Department of Marketing, University of Michigan, 1992.
- Berry, Leonard, "Services Marketing is Different”, Business Magazine, May-June, 1980.
- Buzzell, Robert D. and T. Gale Bradley, The PIMS Principles: Linking Strategy to Performance, New York: The Free Press, l987, Ch. 6.
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- Business and Business Orientation: A Perception Study of 'Insiders' and 'Outsiders'
Abstract Views :319 |
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Authors
Affiliations
1 University of Delhi, IN
2 Moti Lal Nehru College University of Delhi, IN
1 University of Delhi, IN
2 Moti Lal Nehru College University of Delhi, IN
Source
International Journal of Business Ethics in Developing Economies, Vol 3, No 1 (2014), Pagination: 36-46Abstract
The current time can be described as a period of protests and public anger not only in political space but also against business. A number of business and political misdemeanors have rocked the consciousness of people in different countries. The corporate misdemeanors are unlikely to be outcomes of randomness and confusion prevalent in business systems. This study was undertaken to gauge perception of two integral territories of business - the mangers and consumers. The motivating purpose was to explore perceptions of insiders and outsiders on different facets of their orientation or philosophical underpinnings with respect to shareholders, stockholders, environment, legal compliance, societal interest and ethics. The study found that perceptions on the orientation facets do not differ between the two groups. That is, if managers perceive business to work for profit maximisation so do outsiders. Secondly, the perceptions do not exhibit extreme tendencies. This implies that insiders and outsiders' perceptions concur on the fact that business is neither extremely oriented towards ethics or environment nor has complete disregard for these aspects. This is a positive sign because at least business is not found be completely insensitive to aspects that go beyond conventionally coveted metrics of business performance.Keywords
Business Misdemeanors, Business Raison D'Etre, Consumer Manipulation, Quasi Moral Obligation, Sustainability, Ethics, Community Orientation IntroductIon.References
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- Retail Quality and Relationship Quality: Gender Based Perspective in Retail
Abstract Views :355 |
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Authors
Affiliations
1 Department of Commerce, Motilal Nehru College, Delhi University, New Delhi, IN
2 Delhi University, New Delhi, IN
1 Department of Commerce, Motilal Nehru College, Delhi University, New Delhi, IN
2 Delhi University, New Delhi, IN
Source
International Journal of Marketing and Business Communication, Vol 3, No 3&4 (2014), Pagination: 19-32Abstract
The retail, globally, is one of the fastest growing businesses. India, with the second largest population in the world, offers to be an attractive retail destination for both domestic as well as global retail investors. In the context of growing importance of retail in India, this paper seeks to explore the impact of consumers' gender on quality parameters in modern retail formats. The study employs exploratory and descriptive research methodologies. Customers of both department stores and hypermarkets did not differ significantly in their perceptions of service quality and relationship quality on the basis of gender. The findings of the study have direct implications on development of marketing mix or value creation strategies. The perception based analysis suggests the adoption of a marketing mix based on relevant dimensions to be effective in creating quality and relationships across the two retail formats. The study provides insights into how well the retailers contribute towards customer satisfaction on various service quality and relationship quality parameters. These could be used by store managers in resource allocation in accordance to critical service attributes and in designing strategies for improvement in lacking areas. The research contributes to furthering knowledge on retailing in India and thereby seeks to fill the gap with respect to quality in retail.Keywords
Retail Service Quality, Relationship Quality, Perceptions.References
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- Political Leaders and Marketing:A Brand Identity Study
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1 University of Delhi, New Delhi, IN
1 University of Delhi, New Delhi, IN
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International Journal on Leadership, Vol 3, No 1 (2015), Pagination: 21-32Abstract
Brands are powerful determinants of success. It is unsurprising to see how branding tools and processes are employed in political context. Notwithstanding the differences, the exchange, choice and discrimination between competing candidates makes the political arena similar to marketing in general. A democratic form of governance enjoys several similarities with competition. The Indian political space is highly divided and fragmented based on voter demographics and psychology. In sync with market reality, the political players are also highly diversified. In the next general elections, the most dominant voting group is going to be the youth segment often called 'now generation'. Change is also visible in the political leadership of two major national parties. The competing leaders Narendra Modi of the BJP and Rahul Gandhi of the Congress have a brand building is task in their hands. The first question in brand building is to understand what the brand stands for. This study explores the identity of these two leaders by applying content analysis to their communication. It is interesting to find that both brands are driven by a dominant discourse on change, but seem to adopt different routes to achieving the same.Keywords
Political Marketing, Brand Identity, Democracy, Competition, Brand Image.References
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- Online Brand Building:Lessons from Top Brands
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Authors
Affiliations
1 University of Delhi, Delhi, IN
1 University of Delhi, Delhi, IN
Source
Journal of Business Thought, Vol 8, No 0 (2017), Pagination: 71-82Abstract
The purpose of the present conceptual paper is to identify the elements of online brand building, based on a literature review and mini case studies of successful brands. It is based on a thorough analytical review of literature and an extensive web-based search. The available literature on online brand building presents many different ideas about the domain. The study aims at delineating the concept of online brand building. It finds that brand-building efforts need to be aligned with the changing technology and provides a basis for the formulation and implementation of online branding strategies.Keywords
Online Brand Building, Internet.- PSYCHOLOGY OF COOL: MEANING AND MARKETING
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Journal of Business Thought, Vol 4, No 0 (2013), Pagination: 6-16Abstract
The word ‘cool’ has entered in the currency of language, especially that of young people. The term enjoys a distinct and well defined meaning in dictionary. In denotative sense it is related to the degree of temperature of a liquid or object or a body. It implies a state when something is ‘neither warm nor very cold or is moderately cold’ 2. Often ‘cool’ is also used in contexts other than relating to temperature, when it signifies character of a person, place or brand. Anything that is considered to be cool enjoys attraction and hence enjoys customer following. However, a perception of ‘un-cool’ has a value robbing effect from a product, place or phenomenon. If being cool can possibly give competitive edge in terms of customer desirability and following, it assumes significance from marketing perspective.Keywords
Marketing, Brand- CONTEXT BUILDING BY VALUE STATEMENTS A STUDY OF CORPORATE INTENT
Abstract Views :263 |
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Journal of Business Thought, Vol 3, No 0 (2012), Pagination: 1-14Abstract
The usage of value statements by companies has become a common practice. These value statements are aimed at providing a context or implicit framework to guide behaviors. A clear set of values provides exact standards against which corporate behaviors can be judged for their appropriateness. The purpose of this study is to explore what values are espoused by organizations through these statements and are these values given only to provide business success related context or beyond to encompass other ‘existentialist’ concerns. The espousal of values assumes greater significance in the light of various corporate misdemeanors and scandals. The study finds four types of espoused values: the outcome values, performance values, external values and spiritual values. One most striking outcome of the pareto analysis is the supremacy of customer satisfaction, delight or value as the most commonly value incorporated by companies across all the categories. Although the external and spiritual values considered in this study are not commonly cited in the value statements, these are beginning to enter in the corporate consciousness.Keywords
Corporate values, Value statements, Business purpose, Social responsibility, Profit orientation.- Creating Desire for ‘Undesirables’ by subverting Means-End Chain
Abstract Views :364 |
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Authors
Affiliations
1 PhD Research Scholar, Faculty of Management Studies, University of Delhi, Delhi – 110007, IN
2 Professor, Faculty of Management Studies, University of Delhi, Delhi – 110007, IN
1 PhD Research Scholar, Faculty of Management Studies, University of Delhi, Delhi – 110007, IN
2 Professor, Faculty of Management Studies, University of Delhi, Delhi – 110007, IN
Source
Journal of Business Thought, Vol 11 (2020), Pagination: 5-16Abstract
Purpose and meaning have always been fundamental to human and human institutions. In current times, “purpose” is actively researched by academic scholars and practiced by businesses. Purpose and values supersede product features or price in forming deeper connections with consumers by targeting emotional triggers. This paper, with its focus on alcohol beverage industry, studies how these brands target the innate need of humans to reach their terminal values or higher-order purpose in life to sell their products, consumption of which is associated with both health and social issues. Analysis of the selected alcohol beverage advertisements shows how marketers cleverly shift attention from the product attributes to consumers’ values, thus skipping the steps of Means-End chain. These personal values help in the attainment of one’s purpose (the reason for existence beyond oneself) ensuring satisfaction and contentment at an emotional level. In a category where brand preference is key, people’s motivation for selecting a particular brand they drink might be closely related to the underlying personal values.Keywords
Means-End Chain, Values, Purpose, Alcohol BeverageJEL classification: M31, M37
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