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

   Volume 45 • Number 5 • May 2015

Export Competitiveness of Select Firms from India: Glimpse of Trends and Implications
Indian Journal of Marketing, 45(5), 7 - 13
Competitiveness is becoming necessary for growth, balances and sustainability for Indian firms. With the new government at center, India seems keen to progress on next stages of competitiveness such as cooperation-driven or innovation-driven to boost employment, growth and prosperity. Massive imports that accompany rapid growth are to be balanced with exports, an area of urgent catch-up by firms of Indian origin (FIOs). The paper uses a data-based approach to identify differences in patterns of export performance of key firms in select polar industries using the concept of trade competitiveness index (TCI). While software players are visible giants, remarkable consistency in improvement was found in manufacturing also and some exceptional firms were found in auto sector. Considering vast pool of Indian marketing and other professionals—some may be effective in international markets—the FIOs should try to balance trade through scale-up in exports. The concepts and levels highlighted in this paper may inspire other capable firms to aim high and build necessary capabilities to play the longer-term game of international competitiveness.
Keywords: trade balances, technological and industrial capabilities, international marketing, trade competitiveness index, cooperative strategies
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Pranusha Manthri
Graduate Student
Faculty of Management Studies
University of Delhi – 110 007


Group of Competitiveness
Shailesh J. Mehta School of Management
IIT Bombay – 400 076.

Ketan Bhokray
Group of Competitiveness
Shailesh J. Mehta School of Management
IIT Bombay - 400 076, Mumbai.
Kirankumar S. Momaya
Professor - Competitiveness and Sustainability
Shailesh J. Mehta School of Management
IIT Bombay - 400 076
Impact of Brand Personality on Brand Equity: The Role of Brand Trust, Brand Attachment, and Brand Commitment
Indian Journal of Marketing, 45(5), 14 - 25

Research suggests a close interrelationship between brand personality and brand equity. Companies have recognized the importance of brand personality in the development of brand equity. Therefore a brand management strategy based on interrelationship between brand personality and brand equity is the need of the hour. The purpose of this study is to understand the influence of brand personality on brand equity, through relational variables: brand trust, brand attachment and brand commitment and to offer a model depicting the relationship among these variables. The data were collected from a survey of 220 respondents. Structural equation modeling was used to test the proposed model. The result of the study confirms the indirect influence of brand personality on brand equity via brand trust, brand attachment and brand commitment. The findings yield implication for brand mangers which will help them in devising branding strategies.

Keywords: brands, brand personality, brand equity, trust, attachment, commitment, consumer-brand relationship

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Anees Ahmad
Research Scholar
Department of Management Studies
Indian School of Mines, Dhanbad-826004 Jharkhand.
K. S. Thyagaraj
Assistant Professor
Department of Management Studies
Indian School of Mines, Dhanbad-826004 Jharkhand.
WhatsApp Usage Differences Amongst Gender: An Exploratory Study
Indian Journal of Marketing, 45(5), 26 - 36
Technology (telephone and internet) has influenced the medium and nature of communication significantly over the last few years. WhatsApp !! – the dominant mobile instant messaging service provider has become a revolution overnight; offering nothing much, but a 'communication tool' to send and receive text, audio and visual (pictures) messages between individual and groups. With over 500 million subscribers around the world, this phenomenon has become a subject of intense study for researchers and academicians from across the world in the area of communication and marketing.
This research paper was aimed to study the differences in usage of this communication service (WhatsApp) amongst male and female individuals. Literature that deals with socio-linguistic theories have highlighted differences in the way male and female communicate face-to-face and through other mediums. This study indicated that gender did influence the usage of Whatsapp in some cases, but there were a lot of elements were usage style / pattern / preference showed little or no difference amongst gender. Gender difference were visible in the area of usage of emoticon (Greater number of female respondents agreed to use it often); being part of larger number of groups (Male were part of more groups), active time spent during the day (Male spent lesser time as compared to Females), changing profile picture and status often (Female tended to change more number of times), sharing emotional outbursts on Whatsapp (Females tended to agree more than Males) and sending pictures of their shopping (merchandise) to friends and family (More females agreed to do that as compared to male respondents). The research study also found that in lot of area gender did not make a difference; which corroborates with existing study in the area.
Keywords :  mobile application, social, messaging, WhatsApp, chat
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Shravan Rungta
Associate Professor – Marketing
N L Dalmia Institute of Management Studies and Research
Sector 1, Srishti Complex
Opp. Bhaktivedanta Hospital
Mira Road (East)
Mumbai - 401 104

Allegiance to New Sports: Sports Marketing in Indian Perspective
Indian Journal of Marketing, 45(5), 37 - 47
Marketing of sports is very different from marketing through sports. While one takes care of marketing of sports related goods, equipments and merchandise, marketing through sports deals with promotion of any product through sports. Sports and events which form a part of service industry today are sources of big money to the nation. In India where cricket is a religion and Sachin Tendulkar is God, it is important to understand how and why other new and upcoming sports such as F1 car racing, Football, Tennis etc can be brought to the same marketable and fan following stage.This paper explores how the concept of consumer behavior to understand why some sports are better followed than others.
Keywords:  sports marketing, consumer behavior, event marketing, services
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Swati Oberoi Dham
Assistant Professor
Ansal University
Sector 55,Golf Course Road
Gurgaon - 122002
Pratika Mishra
Assistant Professor
Ansal University
Sector 55,Golf Course Road
Gurgaon - 122002
Factors Influencing the Buying Behavior of Gemstones and Yantra Among Households in West Bengal
Indian Journal of Marketing, 45(5), 48 -
The present research paper investigates the buying behavior of gemstones and yantra among households in West Bengal. Society has turned so competitive that every parent wants to give the best to their child so that they can fit in properly in this competition and thereby achieve success. We are falling into distressed due to numerous family related problems. Pressures and tensions build up in every sections of the society and it touches almost every person, whether it's a kid or an aged person. This has restored their belief on gemstones and yantra which play a fundamental role in everybody's life. Astrologers in India claim that they have a perfect solution to overcome all pressures and problems through gemstones and yantra. The study was based essentially on the primary data captured through a structured questionnaire and was administered to a total of 224 respondents. In order to find out influencing factors behind the buying behavior of respondents, factor analysis method has been considered appropriate. The present study investigates the socio-economic status of the households, when they started using gemstones and yantra. The result of the analysis suggests that parents' influence, impact of society and trust in deity that pushed them into believing in such gemstones and yantra.
Keywords:  sports marketing, consumer behavior, event marketing, services
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Rabin Mazumder
Assistant Professor
Army Institute of Management
Judges Court Road
PO: Alipore
Kolkata - 700 027