We investigate the concept of the heritage store, that is, the locations that lies at the heart of a brand's identity and history. Based on store observations and interviews with managers and sales personnel in the luxury industry, we analyze the characteristics of heritage stores and their role in the management of heritage brands. We show how managers sacralize a store's heritage to nurture t...

The advent of Social Media has changed the way FMCG companies conduct their business. With nearly 45 million users in India and growing rapidly, social media’s popularity is making organizations to participate in social media to communicate with their customers and also encourage sales. By some estimates, social networking now accounts for 40 percent of all time spent online in India. Nearly on...

INTRODUCTION Role of marketing in pharmaceutical industry is increasing and inspiration by successful brands known from consumer goods market influenced pharmaceutical companies enough to switch their attention to branding initiatives. Still there is little evidence that pharmaceutical brands represent anything more than product only. OBJECTIVES AND METHODS This study aims to explore the area...

Open online brand communities represent a significant potential for innovative ideas. Companies are seeking ways to utilize this source of information and knowledge and to promote knowledge exchange between the company and active members of open online brand communities. In open online brand communities, members voluntarily contribute and control their knowledge. For this research, we collected...

This research highlights the importance of retailer-consumer identity congruence – match between retail brand and consumers’ identity. Retailers can leverage to forge meaningful consumer-brand relationships which will result in enhanced engagement, loyalty, willingness pay. The paper discusses how creative merchandise offerings innovative merchandising strategies contribute creation a unique fa...