Browsing Thesis and Dissertations by Author "Banerjee, Bibek"
Now showing items 1-8 of 8
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Consumer evaluation of brand extensions: the process, and moderating role of involvement
Ganapathy, Shobha (1998)Brand extension is the strategy of using a well-established brand name to enter a different product category. Consumers1 evaluation of a brand extension is primarily suggested to be a function of brand affect (attitude ... -
Distribution strategies and performance: a cross-national comparison of the automobile industry
Mukherjee, Avinandan (1999)This research focused on a crossed-national comparison of distribution of passenger car manufacturers and dealers, and resultant performance in channels of distribution. The comparison was conducted between a typical ... -
Essays on seduelized and comparative advertising strategies: a search for the best advertising decision
Chakrabarty, Patrali (2010)Different formats of competitive advertising strategies interplay in present day markets. While some advertisements compare competing brands, some others are sequelized on earlier advertisements, either in an attempt to ... -
Information Presentation in the Online Environment: The Role of Consumer Generated Reviews
Pandey, Dheeraj Kumar (2012)Regardless of their interest, consumers are exposed to a great amount of information through both off-line and on-line advertising. These exposures to information have been found to influence the decision making of the ... -
Language adaptation and advertising effectiveness: a study in a multi-cultural advertising context
P., Venkatesh (Indian Institute of Management Ahmedabad, 2011)The Indian television Advertising appears to predominantly standardize its creative strategy and a large part of the creative execution, allowing only localization of the language of the message to regional tastes. Systematic ... -
A measure for service quality for hospitals: scale development and validation
Sharma, Deepak Kumar (1999)Service quality is defined as the difference between perceptions and expectations on the items representing the areas of performance specific to a service. The research was undertaken in order to understand these specific ... -
Relationship of prior product knowledge to pre-purchase information search ;a motivation theory approach
Awasthy, Dheeraj (2005)Understanding the consumer information search process plays a pivotal role in key strategic managerial decision areas such as communications planning and new product introduction. This study examined the process by which ... -
Television advertising and consumer price sensitivity: a contingent approach
Badrinath, V. V. P. (2000)Advertising and pricing are two critical elements of a firm’s marketing strategy after the product design stage. On one hand advertising spending being a cash outflow, reduces profits while realised price on the other hand, ...