This case study investigates as to how a commodity product in the Sri Lankan construction industry achieved generic status within category and gained an edge over competitors without getting involved any price war but using unique strategy win hearts & minds of influencers at large consumers. paper reveals strength brand that could make its communities bond with purpose. The core this is S-...

In recent years many corporations have become active on social networking sites (SNS). However, our understanding about how and why community members use corporate pages on SNS has not kept pace. In our study, we test a socio-cognitive model of brand page usage to investigate users’ incentives to consume and interact with corporations on Facebook. In order to do so, we conducted an online surve...

KA: Promotions have developed a bad reputation among the packaged goods companies. Prior research has revealed that promotions increase sales through increased penetration attracting new users to the brand. However, the marketing community believes that this positive effect is offset by substantial erosion of brand loyalty as promotions "train" existing consumers to become price sensitive. Conv...

Time and again the importance of generic prescribing has been emphasized, primarily to reduce the cost of drugs (Mukherjee, 2013). There are two concepts to be understood here, one is generic vs. patented drugs and the other is a drug’s “brand name” vs. “non-proprietary name” or “generic name.” Although, our article primarily describes the Indian scenario, it can be extrapolated to other countr...

This paper is part of a research agenda that adopts the paradigm of co-creation to analyse the process and practice of place branding with the intention of recommending a set of principles for place branding. This particular research investigates the interactions and relationships between people and their place to identify the constructs that are interwoven into those interactions and which inf...