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Indian Journal of Finance | Prabandhan: Indian Journal of Management | Arthshastra: Indian Journal of Economics & Research
 

   Volume 44 • Number 10 • October 2014

 
Branding of B-schools by Understanding the Expectations of Their Three Major Stakeholders
Indian Journal of Marketing, 44(10), 7 – 23
The branding of B-schools has become an important concern for the business education leaders as it communicates about the quality of their offerings, faculties, students, placements, financial resources, and so forth. Also, B-schools are facing cut-throat competition within and across different categories of business education providers. In such a situation, the proper positioning and development of right branding strategies for a B-school are a must. It would be possible to create the right branding strategies for a B-school by understanding the expectations of its stakeholders. The purpose of this study was to understand the expectations of major stakeholders, that is, students, recruiters, and faculty members of B-schools operating at three different levels, that is, premier, national, and regional levels. The study was carried out in 10 B-schools located in Jharkhand state, and data were collected from a sample of 334 students, 48 faculty members, and 34 recruiters. The findings showed that good placement opportunities were the most important expectation of students across the different levels of B-school students. There was a significant positive correlation between the expectations of students of national and regional level B-schools, but in case of faculty members, there was a significant positive correlation between the faculty members of national and premier level B-schools. Recruiters looked for the right attitude and students' ability to adapt to the organizational culture as compared to knowledge or skills. The findings of the study have significant implications for B-school branding. The study suggested that the B-schools must align their strategies and resources to deliver as per their stakeholders' expectations - especially as per the expectations of their students, recruiters, and faculties - to achieve a strong and successful brand image.
Keywords: B-school, branding, stakeholders, students, faculty members, recruiters, corporates, management education
Paper Submission Date: May 5, 2014; Paper sent back for Revision : June 10, 2014 ; Paper Acceptance Date : July 17, 2014
References
1 Argenti, P. (2000). Branding B-Schools: Reputation management for MBA programs. Corporate Reputation Review , 3 (2), 171-178. DOI:10.1057/palgrave.crr.1540111
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3 Bapna, A. (2007, December). Educating the educators. USP AGE , pp. 22-50.
4 Bhola, S. S., & Nalawade, R. K. (2013). Factors influencing students' preference of management institute: A Kano model analysis. Indian Journal of Marketing , 43 (7), 44-52.
5 Bisoux, T. (2003, November/December). The zen of B-school branding. BizEd , pp. 24-29.
6 Chernatony, L. D., & Drury, S., & Segal-Horn, S. (2004). Identifying and sustaining services brands' values. Journal of Marketing Communications , 10 (2), 73-93. DOI:10.1080/13527260410001693785
7 Cortina, J. M. (1993). What is coefficient alpha? An examination of theory and applications. Journal of Applied Psychology , 78 (1), 98-104.
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9 Cubillo, J. M., Sanchez, J., & Cervino, J. (2006). International students' decision-making process. International Journal of Education Management , 20 (2), 101-115.
10 de Chernatony, L., & Riley, F. D. (1998). Defining a “brand” : Beyond the literature with experts' interpretation. Journal of Marketing Management , 14 (5), 417- 443. DOI:10.1362/026725798784867798.
11 Gopalan, S., Pagiavlas, N., & Thomas, N. PJones, T. (2008). Branding MBA programs: Are they sufficiently related to an institution's strategy? Academy of Strategic Management , 7 (2), 14-19.
12 Green, P. E., Tull, D. S., & Gerald, A. (1999). Research for marketing decisions (5th ed., pp. 325 - 329). New Delhi: Prentice-Hall of India Pvt. Ltd.
13 Gupta, V., & Gollakota, K. (2005). Critical challenges for Indian business schools as partners in development. Decision , 32 (2), 35-56.
14 Ivy, J. (2001). Higher education institution image:A correspondence analysis approach. The International Journal of Educational Management , 15 (6/7), 276-282.
15 Ivy, J. (2008). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Educational Management , 22 (4), 288-299.
16 Jones, R. (2005). Finding sources of brand value: Developing a stakeholder model of brand equity. Brand Management , 13 (1), 10-32.
17 Kumar, C. R. (2003). Ten commandments of branding strategies. Indian Journal of Marketing , 33 (6), 23-25.
18 Maringe, F., & Foskett, N. (2002). Marketing university education: The Southern African experience. Higher Education Review , 34 (3), 35-51.
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21 MBA loses its sheen; CAT registrations dip to 5-yr low in 2013 (2013, September 30). First Post. Retrieved http://firstbiz.firstpost.com/economy/mba-loses-its-sheen-cat-registrations-dip-to-5-yr-low-in-2013-47174.html
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23 Nicholls, J., Harris., J., Morgan, E., Clarke, K., & Sims, D. (1995). Marketing higher education: The MBA experience. International Journal of Educational Management, 9 (2), 31-38.
24 Pathak, P., Singh, S., & Pathak, N. (2009). Emphasizing the morality quotient - A management education imperative for India. Journal of Management Insights , 5 (2), 1-8.
25 Pfeffer, J., & Fong, C. T. (2002). The end of business schools? Less success than meets the eye. Academy of Management Learning and Education , 1 (1), 78-95. DOI: 10.5465/AMLE.2002.7373679
26 Philip, J. (2009). Management education in India. In J. Philip (Ed.). Business education in India - A ringside view (pp. 25-32). Bangalore: Xavier Institute of Management and Entrepreneurship.
27 Rowley, J. (2004). Online branding. Online Information Review , 28 (2), 131 - 138.
28 Sengupta, A. K. (2008). Management education in India: Emerging issues and road ahead. Dalal Street Investment Journal: India's Best Business School 2008 , 5(1), 8-11.
29 Shahaida, P., Rajashekar, H., & Nargundkar, R. (2009). A conceptual model of brand building for B-Schools: An Indian perspective. International Journal of Commerce and Management , 19 (1), 58-71.
30 Shukre, A. (2008). Branding educational services through innovation. In L. Nafees, & C. Krishnan (Eds.), Brands rising as products fall (pp. 72- 81). India : Macmillan Publishers India.
31 Srivastava, R., & Monga, D. (2008). Restructuring management education in India. Indian Journal of Marketing , 38 (12), 22-28.
32 Thomas, H., & Cornuel, E. (2011). Business school futures: Evaluation and perspectives. Journal of Management Development , 30 (5), 444 - 450.
33 Vidaver-Cohen, D. (2007). Reputation beyond the ranking: A conceptual framework for business school research. Corporate Reputation Review , 10 (4), 278-304. DOI:10.1057/palgrave.crr.1550055
34 Wonders, T.J., & Gyuere, J. F. (1991). Opportunistic marketing in higher education. In T. J Hayes (Eds.), New strategies in higher education marketing (pp. 1-16). New York: The Haworth Press.
Amar Eron Tigga
Assistant Professor
Department of Marketing Management
Xavier Institute of Social Service
Ranchi - 834 001
Jharkhand.
aetigga@yahoo.com
 
Pramod Pathak
Professor
Department of Management Studies
Indian School of Mines
Dhanbad - 826 004, Jharkhand.
Email: pramod_ism@rediffmail.com

Rohit Vishal Kumar
Associate Professor
Department of Marketing Management
Xavier Institute of Social Service
Ranchi - 834 001, Jharkhand.
E-mail: rohitvishalkumar@gmail.com
 
 
Psychographic Segmentation of Facebook Users : A Cluster Analysis
Indian Journal of Marketing, 44(10), 24 -33

Purpose: The aim of the study was to identify the usage pattern and purpose of using Facebook by individuals and to investigate the intentions of these segments to discuss brands during their daily social media communications.

Design /Methodology/Approach: This study is a combination of both qualitative and quantitative approach. The qualitative approach used the netnography technique to examine the Facebook community; 1120 respondents comprising of current students and faculties from an engineering college, arts college, and 3 B-schools participated in this study. The study gathered information on users' characteristics and factors affecting purpose of using Facebook. The screening question was asked to clarify the unit of analysis in order to make sure that the respondents had only one Facebook account.

Results: The findings from this study were analyzed using cluster analysis to identify groups of similar people in terms of how they responded to Facebook fundamental hooks like new referrals, games, groups & links, public networking, sharing emotions, performance sharing, information sharing, private networking, entertainment, amusement, socializing, and these results indicated the presence of three significant segments of Facebook users : Entertainers, Networkers, and Expressers.

Originality/Value: This paper showed how and why people use social networking sites. The study can be used by brands and organizations to communicate effectively with customers by developing appropriate features, targeting ads, and apps to attract followers.

Keywords: Facebook, psychographic, netnography, entertainers, expressers, networkers, cluster analysis
Paper Submission Date : January 1, 2014; Paper sent back for Revision : June 20, 2014 ; Paper Acceptance Date : August 5, 2014

References
1 Alarcón-del-Amo, M.C., Lorenzo-Romero, C., & Gómez-Borja, M.A. (2011). Classifying and profiling social networking site users : A latent segmentation approach. Cyberpsychology, Behavior and Social Networking, 14 (9), 547-53.
2 Bennett, J., Owers, M., Pitt, M., & Tucker, M. (2009). Workplace impact of social networking. Property Management, 28 (3), 138-148.
3 Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history and scholarship. Journal of Computer-Mediated Communication,13 (1),210-230. DOI:10.1111/j.1083-6101.2007.00393.x
4 Brandtzaeg, P. B., & Heim, J. (2011) A typology of social networking sites users. International Journal of Web Based Communities, 7(1), 28-51. DOI>10.1504/IJWBC.2011.038124
5 Ellison, N., Steinfield, C., & Lampe, C. (2006). Spatially bounded online social networks and social capital: The role of Facebook. Proceedings of the Annual Conference of the International Communication Association, 3(6), 1 - 37.
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9 Kumar, S., & Singh, A. S. (2013). Social media as an effective tool of marketing Communication. Asia Pacific Journal of Marketing and Management Review, 2 (5), 1-6.
10 Lee, E. (2013).How do online social networks drive internal communication and improve employee engagement? Cornell University, ILR School. Retrieved from http://digitalcommons.ilr.cornell.edu/cgi/viewcontent.cgi?article=1021&context=student
11 Nargundkar, R. (2004). Marketing research. New Delhi: Tata McGraw-Hill.
12 Perey, C. (2008). Social networking segmentation: Celebrating community diversity in a framework. A W3C workshop on the future of social networking position paper. Retrieved from http://www.w3.org/2008/09/msnws/papers/Social_Networking_Segmentation.pdf
13 Pesonen, J. (2012). Social media channel segmentation of tourists. e-Review of Tourism Research (eRTR), 10(2), 67-71.
14 Stagno, M. C. Z. (2010). Potential of the social media as instruments of higher education marketing: Use of social media by future university students (Bachelors Thesis). University of Twente, Enschede, The Netherlands.
15 Vinerean, S., Cetina , I., Dumitrescu, L., & Tichindelean, M. (2013). The effect of social media marketing on online consumer behavior. International Journal of Business and Management, 8(14), 66 - 70. DOI: 10.5539/ijbm.v8n14p66
16 Viswanath, B., Mislove, A., Cha, M., & Gummadi, K. P. (2009). On the evolution of user interaction in Facebook. In Proceedings of the 2nd ACM Workshop on Online Social Networks (pp. 37- 42).New York, NY: ACM.
S. Franklin John
Principal, Nehru College of Management
Thirumalyampalayam - 641 105
Coimbatore, Tamil Nadu.
franklinjoh@gmail.com
 
S. Senith
Assistant Professor, Nehru College of Management
Thirumalyampalayam - 641 105, Coimbatore, Tamil Nadu.
senith.seni@gmail.com

S. R. Jino Ramson
Assistant Professor, Karunya University
Coimbatore, Tamil Nadu.
jinoramson@gmail.com
 
 
 
Optimal Stocking Pattern of Chemical Fertilizers : An Application of the Waiting Time Model
Indian Journal of Marketing, 44(10), 34 -40
Fertilizers are a crucial and vital input in crop production. 'Input dealer' is synonymously treated as 'Fertilizer dealer'. Given the high volume, high value of fertilizers, and the limitation of stocking space in relation to spurt in demand for fertilizers during growing season(s), the input dealers face the problem of deciding on optimal stocking pattern. This study addressed this crucial aspect considering the purchase pattern of different brands of fertilizers by farmers to determine the length of waiting time for fertilizer sale and optimal stocking pattern in Karnataka by using negative binomial distribution (NBD) and geometric distribution (GD). The retail purchase data (sales data) from the sale receipts of the retail outlet of Coromandel International Limited, Bada, Davangere, Karnataka, formed the database of the present study. The results indicated that NBD probability of purchase of fertilizer products varied from 0.35 to 0.62 depending upon the popularity of the fertilizer. The GD probability of purchase of any brand of fertilizer was 0.4, indicating that at least three farmers needed to visit the input dealer to get one unit of any fertilizer product sold. Both the NBD and GD were applied to find the optimal stocking pattern of fertilizers.
Keywords: negative binomial distribution, geometric distribution, optimal stocking pattern, fertilizers, input dealers, inventorying
Paper Submission Date : December 1, 2013; Paper sent back for Revision : July 3, 2014 ; Paper Acceptance Date : August 12, 2014
References
1 Chandrakanth, M. G., Gurumurthy, & Satakopan, U. (1986). A quantitative analysis of the pattern of consumer purchases. Indian Economic Review, 21(1), 71-77.
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Manjunatha G. R.
Research Scholar, Department of Agricultural Statistics
Bidhan Chandra Krishi Viswavidyalaya
Mohanpur -741 252
West Bengal.
mgr.dvg@gmail.com

Kiran Kumar R. Patil
Assistant Professor, Department of Agricultural Economics
University of Agricultural and Horticultural Sciences
Shimoga-577 216
Karnataka.
kiranecon@gmail.com

M. G. Chandrakanth
Professor and University Head
Department of Agricultural Economics
University of Agriculture Sciences
Bangalore-560 065, Karnataka.
mgchandrakanth@gmail.com
 

 
 
Exploring the Antecedents in Formation of Attitude Towards Indian Cellular Services
Indian Journal of Marketing, 44(10), 41 - 50
For consumers of a service organization, formation of attitude depends on the perception of services that a firm provides (having experienced the services themselves and by hearing the feedback about the services from their peer or reference group). Knowledge of such factors that influence customers' perception in service encounters, is, therefore, critical, particularly at a time when competition is huge and everybody is focusing to win over the customer by offering one thing or the other. As the telecom industry in India is growing at a rapid pace, the present study attempted to identify the major factors which lead to consumers' attitude formation towards these service providers. Primary data were collected from 267 respondents through a structured questionnaire. Factor analysis was used to extract the factors which lead to attitude formation towards Indian cellular service providers. Four factors namely, Service Quality, Physical Evidence, Price Perception, and Corporate Image were extracted from the collected data. The findings showed that for positive attitude building of customers towards services, a service provider must be conscious about the above-mentioned factors.
Keywords : attitude, service quality, physical evidence, price perception, corporate image
Paper Submission Date : December 1, 2013; Paper sent back for Revision : February 5, 2014 ; Paper Acceptance Date : March 5, 2014
References
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45 Rejikumar, G. (2013). Customer price sensitivity as a basis for moderation in satisfaction among mobile customers. Indian Journal of Marketing, 43(10), 33-46.
46 Ryu, K., & Jang, S. C. (2008). DINESCAPE: A scale for customers' perception of dining environments. Journal of Foodservice Business Research, 11(1), 2-22. DOI:10.1080/15378020801926551
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50 Uncles, M.D., Dowling, G. R., & Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Consumer Marketing, 20 (4), 294-316.
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53 Wong, K.K.K. (2009). Potential moderators of the link between rate plan suitability and customer tenure: A case in the Canadian mobile telecommunications industry. Database Marketing and Customer Strategy Management, 16 (2), 64-75. DOI: 10.1057/dbm.2009.8
54 Wong, K.K.K. (2010). Fighting churn with rate plan right-sizing : A customer retention strategy for the wireless telecommunications industry. The Service Industries Journal, 30 (13), 2261-2271. DOI: 10.1080/02642060903295669
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Nirmaljeet Virk
Assistant Professor, Rayat - Bahra Institute of Management
Sahauran, Kharar, Mohali, Punjab.
nirmaljeetvirk@gmail.com
 
 
 
Emotional Association with a Brand: A Link that Lasts in Consumers' Memory Through Experience
Indian Journal of Marketing, 44(10), 51 - 59
Experience is that element which resides in the human mind and heart for a lifetime. Whenever the chapters of memories open, emotions are evoked, narrating whether the incident experienced was pleasurable or not. The purpose of this paper was to provide today's marketers with an outlook on how experiences provided by products and services can entangle customers into emotional association with brands. The study also examined the effect of customers' emotional association with a brand on satisfaction. The review of literature identified growing evidence of effect of product dimensions on customers' emotional association with a brand. This paper has shown empirically how emotions primarily work on building customers' emotional association with a brand.
Keywords: consumer, experience, product, brand, emotional association, customer satisfaction
Paper Submission Date: December 22, 2013; Paper sent back for Revision : March 2, 2014 ; Paper Acceptance Date : April 24, 2014
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Jyoti Rawat
Senior Research Fellow, Guru Nanak Dev University
Amritsar, Punjab.
jyotibhandari12@gmail.com