One brand does not fit in all markets. Brands need to be nurtured by the companies according to market attributes which vary socio-demographically. Though most urban markets look alike, they can be segmented as central markets, satellite markets located in suburban habitats and industrial and...

Performance of global brands in low profile consumer market segments is constrained by high transaction costs and coordination problems along the brand promotions, consumption and customer value chain. Hence, firms in managing brands in the Bottom of the Pyramid (BoP) market segments are needed...

High technology product sales are positively associated with performance of retailers and distributors in terms of customer service quality, growth in sales and increase in market share. This paper aims at analyzing the impact of retail sales strategies and performance of customer services on...

The performance related issues of buyer-supplier relationship have attracted both the academic and corporate managers. The study attempts to make theoretical contributions to the literature on relationships in marketing channels. Compared with the impact of the often-investigated construct of...

This paper attempts to critically examine the available literature on the subject, discuss a model that provides a managerial framework for analyzing the variables associated with customer value, and to identify potential research areas. The discussion draws conceptual impetus from new...

This study explores the influence of geo-demographic settings of commercial centers, customer attractions in shopping malls, and route to shopping of urban shoppers. The present research analyzes retailing patterns in urban areas in reference to customer orientation strategies, product search...

Brand architecture may be understood in reference to an integrated approach of a firm directed towards the design and management of its brand portfolio. Broadly, brand architecture is concerned with the pedigree of brands of a firm, role of specific brands and the relationship between...

This paper analyzes drivers of compulsive buying behavior induced by store based promotion through empirical investigation in Mexico. The buying behavior in reference to point of sales promotions offered by retailing firms and determinants of sensitivity towards stimulating shopping arousal and...

The psychographic variables like emotions associated with the brand image constitute the personality of a brand. Although the experiences of the consumers with the brand cultivate such personality, advertising plays a dominant role in personality creation. Information inflow on brands and...

Arousal among young consumers plays a key role in buying decisions. One of the challenges for success in retailing is to enhance the in-store ambience to influence the young consumers for prolonged stay in the store for shopping and explore the zone of experience of new products. This paper...