Celebrity endorsement (CE) is brand management strategy, and a firm invests significant amount on CE, particularly new firm they perceive that celebrity will add value to the brand they endorse and increase consumer based brand equity (CBBE) of firm. According to Kamakura and Russell (1991) “CBBE occurs when the consumers are aware of the brand and holds some favorable, strong, and unique brand associations in their memory”. A literature review has been conducted on CE and CBBE. The study finds positive relationship between CE and CBEE. This study will help manager in decision making while tying up with celebrities.
{"title":"Celebrity Endorsement, Consumer Based Brand Equity: A Literature Review","authors":"Sujeet Kumar, V. Ramana","doi":"10.18843/ijms/v6i3/08","DOIUrl":"https://doi.org/10.18843/ijms/v6i3/08","url":null,"abstract":"Celebrity endorsement (CE) is brand management strategy, and a firm invests significant amount on CE, particularly new firm they perceive that celebrity will add value to the brand they endorse and increase consumer based brand equity (CBBE) of firm. According to Kamakura and Russell (1991) “CBBE occurs when the consumers are aware of the brand and holds some favorable, strong, and unique brand associations in their memory”. A literature review has been conducted on CE and CBBE. The study finds positive relationship between CE and CBEE. This study will help manager in decision making while tying up with celebrities.","PeriodicalId":41612,"journal":{"name":"International Journal of Management Studies","volume":"12 1","pages":""},"PeriodicalIF":0.7,"publicationDate":"2019-07-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80087689","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Structural Changes in the Marketing Channels and its Impact on the NWFP Marketing in Idukki District of Kerala","authors":"V. S. Sali","doi":"10.18843/ijms/v6i3/03","DOIUrl":"https://doi.org/10.18843/ijms/v6i3/03","url":null,"abstract":"","PeriodicalId":41612,"journal":{"name":"International Journal of Management Studies","volume":"16 1","pages":""},"PeriodicalIF":0.7,"publicationDate":"2019-07-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"75195665","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"A Study of Changes in Occupational Pattern among Chitpavan Brahmins Community","authors":"C. N. Rawal, M. Gokhale","doi":"10.18843/IJMS/V6SI4/10","DOIUrl":"https://doi.org/10.18843/IJMS/V6SI4/10","url":null,"abstract":"","PeriodicalId":41612,"journal":{"name":"International Journal of Management Studies","volume":"4 1","pages":""},"PeriodicalIF":0.7,"publicationDate":"2019-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87446905","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Developing economies worldwide are challenged with concerns of poverty, financial exclusion, gender inequality, income disparities and women empowerment that remains unsettled to present day. India with idea of improving on poverty, financial inclusion, empowering women India is committed to provide for financial assistance to far-flung regions that remained out of the purview of commercial banks. Microfinance has undeniably a crucial tool for poverty reduction to poorest strata of society. This paper aims to study outreach of microfinance in Indian state of Uttar Pradesh. With the objective of studying outreach the study aims to explore how effectively microfinance is reaching to target population. The three dimensions depth, breadth, and length are used to study outreach holistically. Depth studies number of rural population microfinance is serving. Breadth signifies microfinance beneficiaries below poverty line and length studies number of loan cycles by beneficiaries. The paper studies the objective through primary data survey method where 266 rural women were interviewed using schedule and further the analysis was conducted using percentage analysis for demographic profile of the respondents and chi square test to test the hypothesis. The analysis interpretation states microfinance is reaching to large number of poor household but not significantly to rural women below poverty line and the length of association with microfinance is low there are few numbers of cycles of loans and has no relationship with poverty.
{"title":"Status of Microfinance Outreach in Indian State of Uttar Pradesh","authors":"Saima Ishtiyaq, S. Mazhar","doi":"10.18843/ijms/v6si6/07","DOIUrl":"https://doi.org/10.18843/ijms/v6si6/07","url":null,"abstract":"Developing economies worldwide are challenged with concerns of poverty, financial exclusion, gender inequality, income disparities and women empowerment that remains unsettled to present day. India with idea of improving on poverty, financial inclusion, empowering women India is committed to provide for financial assistance to far-flung regions that remained out of the purview of commercial banks. Microfinance has undeniably a crucial tool for poverty reduction to poorest strata of society. This paper aims to study outreach of microfinance in Indian state of Uttar Pradesh. With the objective of studying outreach the study aims to explore how effectively microfinance is reaching to target population. The three dimensions depth, breadth, and length are used to study outreach holistically. Depth studies number of rural population microfinance is serving. Breadth signifies microfinance beneficiaries below poverty line and length studies number of loan cycles by beneficiaries. The paper studies the objective through primary data survey method where 266 rural women were interviewed using schedule and further the analysis was conducted using percentage analysis for demographic profile of the respondents and chi square test to test the hypothesis. The analysis interpretation states microfinance is reaching to large number of poor household but not significantly to rural women below poverty line and the length of association with microfinance is low there are few numbers of cycles of loans and has no relationship with poverty.","PeriodicalId":41612,"journal":{"name":"International Journal of Management Studies","volume":"25 1","pages":""},"PeriodicalIF":0.7,"publicationDate":"2019-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77785578","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"The Job satisfaction level of employees of Sulfex Matress Company of Kerala and management strategies for enhancing output efficiency of workers- an organizational study","authors":"S Deepu, Puneet Mohan","doi":"10.18843/IJMS/V6SI4/12","DOIUrl":"https://doi.org/10.18843/IJMS/V6SI4/12","url":null,"abstract":"","PeriodicalId":41612,"journal":{"name":"International Journal of Management Studies","volume":"225 1","pages":""},"PeriodicalIF":0.7,"publicationDate":"2019-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81155553","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Profitability Analysis – A Special Focus on ICICI Bank Ltd.","authors":"D.SUDARSANA MURTHY, P. Theja, M. Swetha","doi":"10.18843/ijms/v6si6/05","DOIUrl":"https://doi.org/10.18843/ijms/v6si6/05","url":null,"abstract":"","PeriodicalId":41612,"journal":{"name":"International Journal of Management Studies","volume":"70 1","pages":""},"PeriodicalIF":0.7,"publicationDate":"2019-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82139724","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Poverty and Intergenerational Constant Level of Capital","authors":"Khurram Khowaja, Anuddin","doi":"10.18843/ijms/v6si6/08","DOIUrl":"https://doi.org/10.18843/ijms/v6si6/08","url":null,"abstract":"","PeriodicalId":41612,"journal":{"name":"International Journal of Management Studies","volume":"28 1","pages":""},"PeriodicalIF":0.7,"publicationDate":"2019-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81987196","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Management Practices in the Monastic Satras of Majuli: Problems and Prospects","authors":"Anuraag Sharma, Nayan Barua","doi":"10.18843/IJMS/V6SI3/02","DOIUrl":"https://doi.org/10.18843/IJMS/V6SI3/02","url":null,"abstract":"","PeriodicalId":41612,"journal":{"name":"International Journal of Management Studies","volume":"1 1","pages":""},"PeriodicalIF":0.7,"publicationDate":"2019-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"75580331","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"An Analysis on Impact of Behavior Finance on Investment Decision of Investors in Amravati City","authors":"Kapil H. Kapdiya","doi":"10.18843/IJMS/V6SI3/01","DOIUrl":"https://doi.org/10.18843/IJMS/V6SI3/01","url":null,"abstract":"","PeriodicalId":41612,"journal":{"name":"International Journal of Management Studies","volume":"15 1","pages":""},"PeriodicalIF":0.7,"publicationDate":"2019-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86845874","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"The Role of Organizational Culture on the Overall Success of the Business","authors":"Imran Ahmed","doi":"10.18843/ijms/v6si6/04","DOIUrl":"https://doi.org/10.18843/ijms/v6si6/04","url":null,"abstract":"","PeriodicalId":41612,"journal":{"name":"International Journal of Management Studies","volume":"11 1","pages":""},"PeriodicalIF":0.7,"publicationDate":"2019-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88690976","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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