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A Journey of Cause Related Marketing from 1988 to 2016
Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and practitioners in disciplines of marketing. The increasing number of publications by various authors in thisExpand
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Brand placements: prevalence and characteristics in Bollywood movies, 1995-2015
ABSTRACT Brand placement is a growing phenomenon and contributes to the overall marketing communication plan. Despite its growth in the developed market, it is still in the nascent phase in emergingExpand
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The influence of audience characteristics on the effectiveness of brand placement memory
Abstract The purpose of this paper is to explore the influence of audience characteristics (who engage with the media content and characters) on brand placement memory. A theoretical framework wasExpand
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Identification and analysis of employee branding typology using fuzzy c-means clustering
Purpose The purpose of this paper is to identify and analyse the typology of employee branding in an airline company using fuzzy c-means (FCM) clustering to improve the quality of employeeExpand
Relationship between Internal Branding, Employee Brand and Brand Endorsement
Efficient internal branding practices give service organisations competitive advantage. While the impact of internal branding on employees behaviours has already been examined by academicians andExpand
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