Indian Journal of Marketing最新文献

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Adoption of AI in the Banking Industry : A Case Study on Indian Banks 人工智能在银行业的应用:以印度银行为例

Q3 Business, Management and Accounting

Indian Journal of Marketing

Pub Date : 2023-03-01 DOI: 10.17010/ijom/2023/v53/i3/172654

引用次数: 0

Rewriting and Redefining the Aspects of Marketing with Metaverse – A Brief Insight 改写和重新定义的营销方面与虚拟世界-一个简短的见解

Q3 Business, Management and Accounting

Indian Journal of Marketing

Pub Date : 2023-03-01 DOI: 10.17010/ijom/2023/v53/i3/172057

Wendrila Biswas

引用次数: 0

Exploring Success Factors for New Product Selling in Fast - Moving Consumer Goods 新产品在快速消费品市场销售的成功因素探讨

Q3 Business, Management and Accounting

Indian Journal of Marketing

Pub Date : 2023-03-01 DOI: 10.17010/ijom/2023/v53/i3/172653

Vivek Kourav, Arbuda Sharma

引用次数: 0

An Assessment of the Factors Affecting Cause - Enjoined Marketing Offerings and its Impact on Consumer Behavior 原因禁止营销产品的影响因素及其对消费者行为的影响评估

Q3 Business, Management and Accounting

Indian Journal of Marketing

Pub Date : 2023-03-01 DOI: 10.17010/ijom/2023/v53/i3/172008

引用次数: 0

Sales Promotion and Impulse Buying Behavior towards Consumer Goods : The Mediating Role of Purchase Intention 消费品促销与冲动购买行为：购买意愿的中介作用

Q3 Business, Management and Accounting

Indian Journal of Marketing

Pub Date : 2023-02-01 DOI: 10.17010/ijom/2023/v53/i2/172631

Farah Yasin Abdelkhair, Mamoun Yaseen Babekir, Sara Suliman Mudawi, Al. Beisani Al. Al. Abiad

引用次数: 0

Impact of Retail Service Quality on Customer Reactions : The Mediating Effect of Retailer Personality 零售服务质量对顾客反应的影响——零售商人格的中介作用

Q3 Business, Management and Accounting

Indian Journal of Marketing

Pub Date : 2023-02-01 DOI: 10.17010/ijom/2023/v53/i2/172632

A. Rashid, V. Rokade

引用次数: 0

Menstrual Tracking Apps in India : User Perceptions, Attitudes, and Implications 印度月经追踪应用:用户感知、态度和影响

Q3 Business, Management and Accounting

Indian Journal of Marketing

Pub Date : 2023-02-01 DOI: 10.17010/ijom/2023/v53/i2/172630

Ananthu Nair, Padmakumar K., Sauparnika R. Krishna

引用次数: 0

An Empirical Study to Identify Consumer Brand Relationships During a Crisis 危机中消费者品牌关系识别的实证研究

Q3 Business, Management and Accounting

Indian Journal of Marketing

Pub Date : 2023-01-01 DOI: 10.17010/ijom/2023/v53/i1/172592

Subhajit Bhattacharya, Arunava Dalal, N. Bandyopadhyay

Countless businesses exist only to serve the varying demands of the world's customers, and those consumers find themselves constantly bombarded by an overwhelming selection of goods and brands. The brand distinguishes the company from its rivals and aids consumers in making educated purchasing decisions. However, when faced with a catastrophic event like the COVID-19 outbreak, consumers' assessment criteria shifted in response to shifting priorities and circumstances. As a result, shoppers are rethinking their brand loyalties and choosing new ones. This article used the brand archetype framework to determine what factors customers value during times of crisis. It also used the brand archetype framework to identify the elements consumers consider important during a crisis. Data were collected from 207 respondents and using the Relative to an Identified Distribution (RIDIT) approach, the top-rated brand elements were identified based on level of importance or agreement. This study will help practitioners incorporate the identified elements into their brand image. Their subsequent actions will help them remain relevant and essential for their consumers, even in challenging situations. © 2023, Associated Management Consultants Pvt. Ltd.. All rights reserved.

无数企业的存在只是为了满足世界客户的不同需求，而这些消费者发现自己不断被铺天盖地的商品和品牌轰炸。该品牌将公司与竞争对手区分开来，并帮助消费者做出明智的购买决策。然而，当面临新冠肺炎疫情等灾难性事件时，消费者的评估标准随着优先事项和情况的变化而变化。因此，消费者正在重新思考他们的品牌忠诚度，并选择新的品牌。本文使用品牌原型框架来确定危机时期客户价值的因素。它还使用了品牌原型框架来识别消费者在危机期间认为重要的元素。从207名受访者中收集数据，并使用相对已确定分布（RIDIT）方法，根据重要性或一致性水平确定排名最高的品牌元素。这项研究将帮助从业者将识别的元素融入他们的品牌形象中。他们随后的行动将帮助他们保持对消费者的相关性和重要性，即使在具有挑战性的情况下也是如此。©2023，Associated Management Consultants Pvt.有限公司。保留所有权利。

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引用次数: 1

Organization Branding in the Post-COVID-19 World – An Employer and Employee Perspective 后covid -19时代的组织品牌建设——雇主和员工的视角

Q3 Business, Management and Accounting

Indian Journal of Marketing

Pub Date : 2023-01-01 DOI: 10.17010/ijom/2023/v53/i1/172595

Monu Mishra, Vinaytosh Mishra

Employer branding is a tool to create a positive perception of an organization in the minds of existing and prospective employees. Employer branding not only helps in getting the best talent for an organization, but also reduces the cost of talent acquisition. Employees are not merely passive participants of the recruitment process;they aggressively seek information about the employers using secondary resources like blogs and social media pages of the company and are involved in the co-creation of the recruitment process. The study used a narrative review to identify the factors affecting employer branding. The study then used the multi-criteria decision making (MCDM) technique and TOPSIS to rank these factors, hence identifying the importance of five factors for an employer. The study further performed conjoint analysis to identify the utility of the identified factors for employees. The narrative review of the studies identified salary, job security, training and development, work-life balance, and career progress. The study's results suggested a significant gap between employers' and employees' perspectives, which must be addressed. Salary and job security are the hygiene factors and had a high priority for employees and employers. While career progress is important for employees, it got less preference from employers. The study findings will be useful for managers designing online branding strategies and those at the helm of corporate communication. © 2023, Associated Management Consultants Pvt. Ltd.. All rights reserved.

雇主品牌是一种工具，可以在现有和未来的员工心中创造对组织的积极看法。雇主品牌不仅有助于为组织获得最好的人才，而且还降低了人才获取的成本。员工不仅仅是招聘过程的被动参与者;他们积极地利用公司的博客和社交媒体页面等二手资源寻找有关雇主的信息，并参与到招聘过程的共同创造中。该研究采用叙述性回顾来确定影响雇主品牌的因素。然后，该研究使用多标准决策(MCDM)技术和TOPSIS对这些因素进行排名，从而确定五个因素对雇主的重要性。研究进一步进行了联合分析，以确定确定的因素对员工的效用。对这些研究的叙述性回顾确定了工资、工作保障、培训和发展、工作与生活的平衡以及职业发展。研究结果表明，雇主和雇员的观点之间存在巨大差距，这一问题必须得到解决。工资和工作保障是卫生因素，对雇员和雇主来说都是高度优先考虑的。虽然职业发展对员工来说很重要，但雇主却不太重视这一点。研究结果将对设计在线品牌战略的管理者和企业沟通的掌舵者有用。©2023，联合管理顾问有限公司。版权所有。

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引用次数: 1

Modeling the Determinants of Hotel Service Booking During COVID-19 新冠肺炎期间酒店服务预订的决定因素建模

Q3 Business, Management and Accounting

Indian Journal of Marketing

Pub Date : 2023-01-01 DOI: 10.17010/ijom/2023/v53/i1/172594

Garima Pal, Ashutosh Pandey

The COVID-19 pandemic caused a massive fall in demand and revenues and changed consumers' perceptions and expectations. Recovery from such a scenario demands attention from researchers, industry practitioners, and hotel management. This paper explored how online reviews, hotel trust, brand image, and perceived health risks affected consumers' hotel booking intentions during COVID-19. The cross-sectional study included 319 participants. Using PLS-SEM, the results showed that all factors affected hotel booking intention, except perceived health risk. The results can be helpful for managerial implications as they identified the critical factors for enhancing the hotel booking intention among prospective customers during the COVID-19 pandemic. © 2023, Associated Management Consultants Pvt. Ltd.. All rights reserved.

新冠肺炎疫情导致需求和收入大幅下降，并改变了消费者的观念和期望。从这种情况中恢复需要研究人员、行业从业者和酒店管理层的关注。本文探讨了新冠肺炎期间，在线评论、酒店信任、品牌形象和感知的健康风险如何影响消费者的酒店预订意愿。这项横断面研究包括319名参与者。使用PLS-SEM，结果显示，除感知健康风险外，所有因素都会影响酒店预订意向。研究结果可能有助于管理层的影响，因为它们确定了在新冠肺炎大流行期间提高潜在客户酒店预订意愿的关键因素。©2023，Associated Management Consultants Pvt.有限公司。保留所有权利。

引用次数: 0

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