Business Commons^™

Branding For Tourism: Case Of Nepal, Tek Nath Dhakal

International Conference on Marketing

This paper examines the sector-wise tourist arrivals and their contributions in Nepal. It also explores the major challenges for augmenting the tourism development in Nepal. For the purpose of study, both primary and secondary information has been generated. Secondary information will be generated from the publication of the Nepal Tourism Board, Nepal Rastra Bank, Central Bureau of Statistics, Ministry of Finance and the tourism associations. Interviews have been taken with the governmental executives working with Ministry of Tourism and Civil Aviation, Nepal Tourism Board, tourist business entrepreneurs and the tourists for generating primary information.

Branding In Bottom Of Pyramid (Bop): Case Of Grameen Bank (Gb), Mohammed Solaiman

International Conference on Marketing

The paper identifies that market development at the BOP will create millions of new entrepreneurs at the grass roots level – from women working as distributors and entrepreneurs to village-level micro enterprises. These micro enterprises will be an integral part of the market-based ecosystem. Thus, in the line of BOP model, the Grameen Bank creates opportunities for self employment for rural poor people in general and women in particular. As such, for creating entrepreneurs as well as consumers the framework is “low income plus credit facilities will be more investment and it will generate more income, more savings, more investments …

Keynote: The Identity Of Fashion Brands, Klaus Heine

International Conference on Marketing

Interest has been growing in the brand identity concept, because it offers a systematic approach for developing symbolic benefits, which are becoming more and more essential for brand differentiation. Although they are a distinctive feature of luxury brands and often even exceed their functional benefits, there still exists no comprehensive identity concept designed specifically for luxury brands.

Dependent on human identity, brands are also ascribed as having an identity. The brand identity comprises all brand associations that are intended by the company and corresponds with the intra-company self-perception of a brand, which determines precisely how the brand should appear to …

Parallel Session: Effects Of Bollywood Blockbusters On Crime Scene In Pakistani Society, Erum Hafeez Aslam

International Conference on Marketing

This study aims at examining the increasing popularity of Bollywood films in Pakistani market and its dynamic effects on various segments of Pakistani society such as criminals and victims. It primarily analyzes the contribution of Bollywood blockbusters to the demography of violent criminals and silent victims in real crime scene of the country across the four decades (i.e. 1970s, 80s, 90s & 2000s). It is arbitrarily assumed that violence is often projected on silver screen as a quick and easy remedy to social injustice and class discrimination in the blockbusters of Bollywood and Lollywood.

Parallel Session: Home-Based Female Entrepreneurs In Pakistan: An Exploratory Case Study, Faryal Salman, Amber Gul Rashid

International Conference on Marketing

Pakistani female entrepreneurs have received increasing attention in recent years as part of various initiatives. However, home-based female entrepreneurs still seem to be relegated to the background and have not received sufficient attention in academia or industry. In order to ensure that these female entrepreneurs are not only understood but also facilitated (if possible), it is crucial to understand how they function. These entrepreneurs are very often one of the key – yet unfortunately seldom acknowledged - enablers of economic activity. Given Pakistan‟s economic issues, these unsung heroines need to be nurtured. It is hoped that this case-based paper will …

Parallel Session: A Study Of Pre-Purchase Determinants Of Brand Avoidance: Moderating Role Of Familiarity With Country-Of Origin, Muhammad Asif Khan, Cécile Bozzo, Haroon Ur Rashid Khan

International Conference on Marketing

The purpose of this paper is to provide an overview of the concept of pre-purchase brand avoidance, by identifying the factors motivating this phenomenon. In addition this paper aims to provide the negative effect of familiarity with country-of-origin. The paper finds that the concept does exist in developing countries as well, and for all categories of brands, undesired self congruence is the key determinant for pre-purchase brand avoidance.

Parallel Session: Consumers' Need For Uniqueness, Attitude And Ethical Behaviour Towards Counterfeit Products In Pakistan, Faryal Salman, Farishtae Minwalla

International Conference on Marketing

A major motivation for this study is to measure consumer buying behaviour and attitude towards counterfeit products in Pakistan. The author asserts that the stimulus for using counterfeit products is consumer‟s unconventional attitude towards these fake products and the reason for not using may be consumer‟s avoidance of similarity. Another minor objective of this study is to measure the ethical behaviour of consumers in lieu of using counterfeits.

Parallel Session: Building Pakistan’S Country Of Origin Image Through The Corporate Image: Exploring Optimal Corporate Brands For The Image Transfer, Ishrat Hussain

International Conference on Marketing

Pakistan is facing a multi-dimensional attack on its country image. While it is imperative to triumph over negative factors causing Pakistan’s bad country image, it is also necessary to explore additional images to strengthen favorable associations with Pakistan and support a distinguishing image. Such image will be beneficial for increasing tourism, foreign investment, exports of goods/services and generating favorable condition for achievement of economic and other strategic objectives in the world. Corporate image is one such image. But what are the optimal corporate brands for image transfer to build Pakistan’s country of origin (CoO) image overseas? This research aims to …

Mobile Marketing At Telenor: A Mad Strategy?, Yasmin Malik

International Conference on Marketing

In early 2010, Telenor Pakistan became the first local mobile network operator to implement a comprehensive mobile marketing strategy in a market where the true potential for mobile marketing was still nascent and misunderstood by both consumers and brands alike. This case study is the first documented study on how Operator-driven mobile marketing via opt-in based consumer profiling can enable and drive the development of a mobile marketing eco-system in Pakistan - in addition the case study also examines the positioning of the Operator in the mobile marketing value chain.

Keynote: The Role Of Marketing In Economic Development And Business: Trends And Challenges For Pakistan, Mushtaq Luqmani

International Conference on Marketing

This paper examines the role of marketing in economic development and business for developing countries and the marketing challenges for Pakistan within the context of some key emerging global trends.

Keynote: Branding A Nation In The 21st Century, Kriengsak Chareonwongsak

International Conference on Marketing

The concept of a ‘’Nation as a Brand’’ is not new, but has already been a historical reality. In the 21st Century however, it is necessary for each country to pay much more attention to this topic due to the greater and increasing interconnectedness and globalization of our world in every aspect; economically, politically and socially, as illustrated by the KOF Index of Globalization in 2011 which collected the data of 186 countries from 1970 to 2008, concluding that our world is more globalized (KOF Swiss Economic Institute, 2011).

Student Colloquium: Purchase Of Counterfeit Products, Muhammad Ahmed Anjum

International Conference on Marketing

According to Merriam Webster dictionary word “counterfeit” is defined as “made in imitation of something else with intent to deceive”. So the term counterfeit product refers to a product which is made in imitation of some famous or renowned brand. Therefore a counterfeit product can be great threat to the reputation of original brand as well as for the free market economy. This whole exercise gives rise to unfair market competition and unethical practices to follow. In Relation to that the purpose of this whole study is to investigate the respondent’s perceptions, ethical and personal traits and their understanding about …

Student Colloquium: Quality & Consumer Price Perception At One Potato Two Potato, Syed Nameer Ameer, Maha Khan, Nazish Fawad Khan, Sonia Ochani, Syeda Maryam Anis

International Conference on Marketing

The purpose of this research is to determine whether or not correlation exists between the indicators of price and quality. A focus group was conducted in order to determine which attributes of price and quality are most significant to the study. Hygiene and Taste were identified as the key attributes showing strong positive correlations with both price and quality.

Student Colloquium: Measuring Impact Of Gender Persuasion In Celebrity Endorsement On Consumers: A Research Analysis Carried Out In Karachi, Pakistan, Umair Asif

International Conference on Marketing

This study will examine gender influence in celebrity endorsements on consumers; it would include examining attributes such as expertise, attractiveness and trustworthiness of celebrity endorser that influences the most in making purchase decision.

Student Colloquium: Self-Brand Connection For Levis Jeans Vs. Counterfeit Levis Jeans, Bilal Shah Khan

International Conference on Marketing

This paper delves into the concept of self brand connection and the impact that brands have on the consumers self image. From this concept we explore the level of brand association that exists among the consumers for the counterfeit products and explains the effects of self branding like self enhancement and impression management that vary with the use of original and fake products.

Student Colloquium: Correlation Between Celebrity Endorser's Equity And The Brand Personification Of Pantene And Its Influence On The Purchase Intention Of The Consumers, Sana Hasan

International Conference on Marketing

This research is focused on the brand Pantene, and its celebrity endorsers Katrina Kaif and Shilpa Shetty. Celebrity endorsement through advertisement is a popular method of marketing communications. The customers make a direct link between the endorser and the brand he/she endorses. For this reason, choosing an endorser should involve assessing the compatibility of the image or characteristics of the endorser and those of the brand, and considering whether or not the equity of the brand and that of the endorser complement each other.

Student Colloquium: Factors Behind Brand Switching (Prepaid Customers) In Pakistani Telecom Market, Adnan Sadiq

International Conference on Marketing

There are number of reasons for a brand switch for a consumer including from personal, professional, network limitations, perceptions, motives and recommendations from others. In order to find the major reasons of brand change in the context of Pakistani telecom market a research is carried out whose finding are presented in this research paper. To keep focused to limited and major factors in the brand switch a literature review is carried out which helps in outlining major factors of brand switch in Pakistani Telecom Market. The literature review consists of all the research work already done on this topic as …

Student Colloquium: Motivation To Buy Formal Luxury Apparel Brands In The Male Youth Segment, Syed Sayem Mustafa, Sarah Zubair, Sultan Waleed Khan, Ashar Kamil

International Conference on Marketing

The research was conducted in the commercial hub, Karachi, of Pakistan. The main purpose of the research was to help the marketers of the branded formal clothes like Armani, Gucci etc in terms of deciding the product target market, its segmentation and positioning as well. It will help these brands in making the advertisement for their product because this study will help them in identifying the important factors which motivates people to buy branded formal clothes. So they should advertise their product on these factors and gets the audience attention. This research classifies the buyers of branded formal clothing into …

Student Colloquium: Consumer Perceptions Towards Female Models & Their Necessity, Saad Baig

International Conference on Marketing

The purpose of this research is to find the consumer perceptions towards female models and their necessity in endorsing products/services. Very thin literature is present regarding the topics as it focuses on the efficacy of female models in the endorsement of necessary and unnecessary products. An unpublished paper “Australian JBMR Personification of Female Advertising Models- Findings from Pakistan” has been of a great assistance. Moreover, there are several other articles and a book “Celebrity Sells” by Hamish Pringle, which have been referred for this purpose. However, these articles are more focused on the efficacy of celebrity endorsements in branding, methods …

Student Colloquium: Factors Constructing Consumer’S Emotional Attachment Towards Brands, Sarah Zubair, Syed Sayem Mustafa, Ehsan Ali Khan

International Conference on Marketing

Previous studies have talked about how a consumer attaches himself emotionally with a particular brand. There were a number of factors identified by the various studies conducted in west. In this study we examined the effect of Affection, Passion, Connection, Irreplaceablity, Indispensability and Self- Extension as the factors that lead to the emotional attachment of the consumer towards brands. The main purpose of the study was to replicate the similar model here to find out a) Does a consumer attaches himself emotionally with a brand in Pakistan and b) Are the factors identified in the research have any correlation between …

Student Colloquium: Pakistan Consumer’S Perception Of Country Of Origin Vs. Brand Name In Three Basic Product Lines, Salman Tahir

International Conference on Marketing

Consumer purchase intention is dependent on many factors and variables. Marketers use these factors smartly to promote their product in competitive world. These factors are product characteristics, share of mind, share of heart, quality, share of market and brand name as well. Consumers purchase by keeping in view the brand name only shows the power of brand equity. But as the world moving towards globalization and due to meager resources and low trade barriers, companies spreading all over the world. But this also changes the country of origin of that product. Therefore consumer purchase is also affected by country of …