E: Marketing (168)
GJMBR: E
Moderating Factors of Celebrity Endorsement on Diffusion
Published In: GJMBR Part: E: Marketing Volume: 16 Issue: 1
Celebrity endorsement (CE) could not have been successful and attained such popularity had it not been some moderating factors which have facilitated its success rate of impacting on diffusion of products and services throughout societies, communities and markets all over the world. This paper focus is on findings from a research project that reflected upon the moderating factors which h...
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Authors Jacob Odei AddoRead Journal Click Here
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Page No. 19 to 31
The Role of Board Certification as a Cue to Competence of Eye Care Providers: An Empirical Analysis
Published In: GJMBR Part: E: Marketing Volume: 16 Issue: 1
Authors have long known of the need for “cues†to assess the competence and training of providers of credence services. In the case of health care providers such as eye care professionals, one such cue is whether the eye care professional is “board certified.†This study of 500 consumers who had had an eye exam either from an opto...
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Authors Thomas J. MaronickRead Journal Click Here
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Page No. 11 to 18
An Insight into Product Attributes and Store Attributes for Consumer Purchasing from Emerging Retail Formats
Published In: GJMBR Part: E: Marketing Volume: 16 Issue: 1
The retail industry in India is largely unorganized and predominantly consists of small, independent, owner-managed shops. However the retail sector in India is witnessing a huge revamping exercise as the traditional retailers are making way for new formats. These modern retail formats provide wide variety to customers and offer an ideal shopping experience with an amalgamation of produc...
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Authors Dr. Ravi KiranRead Journal Click Here
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Page No. 1 to 9
Pitfalls of Impulse Purchase: A Case Study in Saudi Arabian Context
Published In: GJMBR Part: E: Marketing Volume: 15 Issue: 10
The present study about pitfalls of impulse purchase has been carried out from customers’ stand point of view. The study intends to educate and to create awareness among those class and category of customers who surreptitiously fall prey of lucrative packages and offers of products marketed and merchandised in super/hypermarket and malls. The present research intends to ...
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Authors Mohammad Naquibur RahmanRead Journal Click Here
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Page No. 37 to 44
The Effects of Advertising Spending and Event Sponsorship on Brand Equity in the Ethiopian Brewery Industry
Published In: GJMBR Part: E: Marketing Volume: 15 Issue: 10
The field of branding and brand equity is new area of research in Ethiopia. The study adapts an exploratory approach to measure the effects of advertising spending and event sponsorship effect on consumer-based brand equity because there is no study conducted in the Ethiopia beer market. Accordingly, the study assumes advertising spending and event sponsorships affecting brand equity dim...
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Authors Salelaw, GashawTibebe, Amanpreet SinghRead Journal Click Here
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Page No. 15 to 30
A Theoretical Approach to Political Marketing
Published In: GJMBR Part: E: Marketing Volume: 15 Issue: 10
Marketing has been expanded into politics with its development in business over the years. In politics, marketing strategies are used to communicate with the voters nowadays. Political marketing is evolving and campaigns now rely on political marketing for success in elections. In this study, the outline of political marketing has been given and its segments has been discussed as well as...
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Authors Yakup Durmaz,Emre Direku00c3u00a7iRead Journal Click Here
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Page No. 31 to 36
Relationship Marketing and Customer Loyalty: Evidence from Banking Sector in Pakistan
Published In: GJMBR Part: E: Marketing Volume: 15 Issue: 10
The purpose of this study is to provide an insight into the impact of relationship marketing strategy on customer loyalty of retail bank sector in Pakistan and to examines whether these relationship strengthen through improvements in banking relationship. A questionnaire derived from previous studies and relevant literature was completed by 100 university students having accounts in diff...
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Authors Mudassir Husnain, Waheed AkhtarRead Journal Click Here
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Page No. 1 to 14
Inspecting the Dynamics Leading towards Credit Card Usage: An Empirical Inquiry form Pakistan’s Credit Card Industry
Published In: GJMBR Part: E: Marketing Volume: 15 Issue: 9
The aim of this research is to identify the factors responsible for the usage and adoption of credit card. It’s an explanatory research, structured questionnaire was used to collect the data. Moreover, non-probability convenience sampling method was used. Research findings indicates that awareness has the highest impact in creating a huge market for credit card. Also, co...
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Authors Syed Faheem Hasan Bukhari, Zoya Ashraf, Samad Ali Qureshi, Ayesha Ismail, Fareed Shaukat Memon, Malick M. Abu Rehan AlviRead Journal Click Here
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Page No. 1 to 14
Factors Affecting Customer Satisfaction on Berger Paints Bangladesh Limited
Published In: GJMBR Part: E: Marketing Volume: 15 Issue: 9
The main objective of this research paper is to explore and investigate the customer satisfaction level of Berger paints Bangladesh limited. Berger, the market leader in the Bangladesh paint market, is one of the oldest names in the global paint industry. This Research paper will help the company to measure the present level of customer satisfaction and loyalty in Berger paints. This res...
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Authors Md. Touhidul IslamRead Journal Click Here
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Page No. 23 to 40
An Investigation of Consumer Buying Behavior for Food Products: An Empirical Study of Rural and Urban Areas of Haryana
Published In: GJMBR Part: E: Marketing Volume: 15 Issue: 8
The present study determines the factors that led to the purchase of processed, packaged, ready to use and branded food products. The food consumption pattern in India is rapidly changing from unprocessed unbranded low quality food products to processed, ready to use, packaged and branded food products. The study was carried out in the four cities of Haryana A sample of 500 respondents w...
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Authors Dr. Kiran Mor, Ms. Savneet SethiaRead Journal Click Here
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Page No. 7 to 11
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Effects of Canadian Recession on University Students’ Buying Behavior
Published In: GJMBR Part: E: Marketing Volume: 15 Issue: 8
The recent 2008 financial storm that hit the global markets has touched almost every economy around the world, in turn affecting consumers. During such economic downturns, it is expected that consumers will try to manage their expenses efficiently due to future uncertainty and fears. This paper is an effort to understand the theoretical framework of the financial crisis, its causes, cons...
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Authors Obai MohammedRead Journal Click Here
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Page No. 19 to 31
Study the Effect of Sources of Manufacturing Companies on the Achievement of the Objectives of the Trade Exhibition: Case Study at the Trade Exhibition of Bushehr City, Iran
Published In: GJMBR Part: E: Marketing Volume: 15 Issue: 8
Background: With increasing competition and reducing the possibility of exposure to commodities, the possibility of participating in trade exhibition is important hundredfold. Exhibiting a greatopportunity for companies provide the goods. The exhibition will present a predetermined targets and long-term planning to achieve these goals, the recognition of its resources in setting goals as...
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Authors Majid Esmaeilpour, Mohadeseh ZandaviRead Journal Click Here
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Page No. 33 to 43
The Review of the Effectivity of the Augmented Reality Experiential Marketing Tool in Customer Engagement
Published In: GJMBR Part: E: Marketing Volume: 15 Issue: 8
This research paper intends to discuss on how Augmented Reality Experiential Marketing is used to stay connected with customers more effectively with hi-technological equipment in associating the customer with a brand. Moreover, this paper pinpoints the advantages of using AREM to generate effective connection in gaining customers’ attention. It will also highlight how A...
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Authors Jin Ooi, Rashad YazdanifardRead Journal Click Here
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Page No. 13 to 17
The General Review on How Outsourced Marketing Improves the Productivity of a Company
Published In: GJMBR Part: E: Marketing Volume: 15 Issue: 8
Outsourcing is becoming a common topic now as many companies choose to outsource functions so they can improve the productivity of the company. The objective of this article primary discuss about outsourcing, particularly outsourced marketing and how it improves the productivity of a company. Outsourcing is the practice of having certain job functions done outside a company instead of ha...
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Authors Chew Min Kid ,Rashad YazdanifardRead Journal Click Here
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Page No. 1 to 6
