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53 articles for “Brands, Product, consumers, marketing”
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Digital Marketing: Vocal for Local
Abstract: The idea of 'Vocal for Local' stems from the Swadeshi movement, which began in 1905 as part of the Indian independence struggle. It aided the development of Indian nationalism at the time as an economic strategy. Major brands aren't the only ones making a loud local effort. The campaign highlights India's desire for independence and self-sufficiency, which can be seen in businesses of all kinds, including start-ups. Entrepreneurs were the …
Published in NOLEGEIN Journal of Entrepreneurship Planning, Development and Management · Vol. 6, Issue 2, 2023 · pp. 119–123 Read article
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An Investigation on consumer Perception & Acceptance of Mobile Marketing - The Case of Young Customer in Delhi NCR
Abstract: This Study related to marketing with the help of mobile phones will help the brand managers to communicate with the customers through SMS, MMS and other available services. “Today’s youngsters are tomorrow’s Consumer” this fact should be considered by every marketer, there is a need to prepare youngsters to consider different consumption patterns. This is done with the aim to empower young consumers to Capture the market scenario through his …
Published in NOLEGEIN Journal of Advertising and Brand Management · Vol. 1, Issue 2, 2018 · pp. 14–24 Read article
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Analyzing The Influence of Marketing Tactics in The Fast- Food Sector on Consumer Behavior
Abstract: India's diverse culture, which is made up of several states and regions, is implicitly reflected in its diverse cuisine. Home-cooked meals are a tradition among Indians, and both religion and the individual enjoy them. However, due to rising awareness of and influence from western civilization, there has been a slight shift over time in the food consumption pattern among urban Indian households. The economic shifts led to the entry of …
Published in NOLEGEIN Journal of Consumer Behavior & Market Research · Vol. 7, Issue 1, 2024 · pp. 6–13 Read article
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Strategic Brand Marketing Communications
Abstract: Having a strong brand has become the key to business success. Those without a reputation and marketing strategy will have a hard time succeeding in times of crisis. The brands that connect with customers will win. A good ad has a voice message and can also include direct inspiration. Strategic Brand Management and Communications will educate you how to construct a brand, as well as how to develop key brand …
Published in NOLEGEIN Journal of Business Risk Management · Vol. 6, Issue 2, 2023 · pp. 20–28 Read article
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Consequence of Marketing Mix (7P) on the Business Success of Web Based Food Delivery Services: Customer Viewpoint
Abstract: The online food delivery service has become a very popular service nowadays to the consumers ofBangladesh. People are using this service and becoming loyal of it. Due to the outbreak ofCOVID-19, now people prefer to order more food using online food delivery apps. Considering brandloyalty to the customers, this study was basically aiming to analyze the impact of marketing mixelements. A Cross-sectional causal questionnaire survey was done from 5th August …
Published in NOLEGEIN Journal of Consumer Behavior & Market Research · Vol. 5, Issue 1, 2022 Read article
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Consequence of Marketing Mix (7P) on the Business Success of Web Based Food Delivery Services: Customer Viewpoint
Abstract: The online food delivery service has become a very popular service nowadays to the consumers of Bangladesh. People are using this service and becoming loyal of it. Due to the outbreak of COVID-19, now people prefer to order more food using online food delivery apps. Considering brand loyalty to the customers, this study was basically aiming to analyze the impact of marketing mix elements. A Cross-sectional causal questionnaire survey was …
Published in NOLEGEIN Journal of Consumer Behavior & Market Research · pp. 23–28 Read article
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Factors influencing Brand Switching Behaviour of Customer withreference to Cosmetics
Abstract: The cosmetics industry have grown quickly from past many year’s because more people are paying attention to personal care and beauty products, nowadays the customers have many cosmetic brands to choose from, which makes it easier for them to switch from one brand to the another brand depending upon their needs, preferences, and experiences. This study aims to understand the main reasons behind the brand switching behaviour among cosmetic product …
Published in NOLEGEIN Journal of Advertising and Brand Management · Vol. 9, Issue 2, 2026 Read article
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Examining the Impact of Celebrity Endorsements on Brand Awareness, Credibility, and Purchase Intentions
Abstract: Celebrity endorsements have been a popular marketing tool for decades. This study aims to analyse the effectiveness of celebrity endorsements in building brand awareness, credibility, and purchase intentions. The study utilizes a systematic review of existing literature to identify key findings and trends. The study may suggest that celebrity endorsements can have a positive impact on brand awareness, as celebrities have the ability to reach a large audience and capture …
Published in NOLEGEIN Journal of Advertising and Brand Management · Vol. 6, Issue 1, 2023 · pp. 7–12 Read article
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A Study on Celebrity Endorsement on Brand Equity Referenceto Beverages
Abstract: Celebrity certification has developed and one of the common marketing strategies used by beverage companies to attract customers and improve brand value, in today's competitive market many brands depend on popular celebrities to create a positive image and influence buyer locality, this study examines the effect on celebrity validation on brand equity with reference to beverages, 130 respondents are collected from the respondent through a structured questionnaire using the convenience …
Published in NOLEGEIN Journal of Global Marketing · Vol. 9, Issue 2, 2026 · pp. 55–63 Read article
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A Conceptual Study on Reflected Learning and Emerging Challenges in Digital Journey
Abstract: Today, for most kind of businesses, digitalization is a fundamental agent of transition. As such, digitalization is not a unitary issue. Digitalization can be approached in various ways as it provides opportunities and threats on various dimensions. The present research paper identifies and also examines four stages of marketing’s digitalization journey till date, and also points of interest along the way. The journey of digitalization provides a narrative and metaphor …
Published in NOLEGEIN Journal of Global Marketing · Vol. 3, Issue 1, 2020 · pp. 1–15 Read article
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Unpacking DEI in FMCG: From Workforce Dynamics to Organizational Performance
Abstract: The Fast-Moving Consumer Goods (FMCG) sector, known for rapid production and broad consumer reach, is increasingly recognizing Diversity, Equity, and Inclusion (DEI) as essential for strategic growth. This study explores DEI’s role across workforce dynamics, product innovation, inclusive marketing, and supply chain equity in FMCG organizations. While DEI is well-studied in industries like technology and finance, its practical impact in FMCG remains underexplored. The research has three objectives: to assess …
Published in NOLEGEIN Journal of Business Ethics, Ethos & CSR · Vol. 8, Issue 2, 2025 · pp. 25–33 Read article
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Effectiveness of Television Advertisement Towards Eating Habits of Children in Tirupur City
Abstract: This research emphasizes on the impact of television food advertisement on the eating habits of children; for this, the study is conducted on 160 respondents in Tirupur city; data were analyzed by percentage and Garrett ranking technique under convenient sampling techniques. The study concentrated on the elements of television advertisements that influence children to seek food products and the kinds of foods that children demand after viewing advertisements on television. …
Published in NOLEGEIN Journal of Advertising and Brand Management · Vol. 5, Issue 1, 2022 Read article
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A Study on Impact of Sales Promotion Techniques Affecting Purchase Behaviour on FMCG Products in Urban Market with Reference to Hyderabad, Telangana
Abstract: Sales promotion strategies are categorized as in-store and out-of-the-store promotions. The primary goal of this research is to investigate the relationship between how customers perceive sales promotion methods and how that impression influences their purchasing decisions. Purchase behavior in this study has been identified as the store loyalty, the basket size, and the shopping frequency. These aspects have been highlighted in FMCG markets, which are typified by low involvement items, …
Published in NOLEGEIN Journal of Consumer Behavior & Market Research · Vol. 5, Issue 1, 2022 Read article