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Marketing and Branding Research Researchers whose knowledge, skills, expertise, and visions bear broadly on branding and marketing are cordially invited to submit research papers to the Marketing and Branding Research.  The Marketing and Branding Research publish open access articles under the terms of the Creative Commons Attribution (CC BY) License which permits use, distribution and reproduction in any medium, provided the original work is properly cited. The remaining journals offer a choice of licenses. All Research Councils UK (RCUK) and Wellcome Trust funded authors...
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Customer Engagement: The Next Frontier for the Marketers

Avadhanam Ramesh; R. Srinivasa Rao

Marketing and Branding Research, 2020, Volume 7, Issue 1, Pages 1-10
DOI: 10.33844/mbr.2020.60321

Customer engagement is emerging as next frontier for the marketers as there is imperative to
go beyond communication and persuasion to customer experience and immersion. In fact,
customer engagement is being touted as the prime functions of the Marketing. India with
eclectic culture, having tech savvy, demanding urban customers on one extreme and customers
deprived of good products and services in media dark places, provides unique marketing
communication challenges to the marketers. Digital medium is being increasingly used for
customer engagement for sharing, co-creation, problem solving, and participation, etc. This
paper examines customer engagement strategies by brands involving usage of traditional
media, digital media and sales promotion and events. Some of the campaigns include
(Lifebuoy se haath dhoye kya?”, The Tata Mumbai Marathon, Surf Excel ‘Haar ko harao’,
Kurkure Family express, Pepsi emoji campaign, etc. to name a few. Also, the present paper
attempts to examine the customer perception and understand key dimensions using multiple
correspondence analysis. The study found that brands are using excitement, education
exhorting, co –creating, problem solving, etc., as various modes of engagement.

An Empirical Evaluation of Requirements Prioritization Techniques

Naila Jan; Irum Inayat; Muhammad Abbas

Marketing and Branding Research, 2020, Volume 7, Issue 1, Pages 11-23
DOI: 10.33844/mbr.2020.60322

In today’s time and budget intensive software development market, quick delivery is the basic
motive of teams. Software development teams strive to gain customer satisfaction by all
possible means. Requirements prioritization is the most challenging customer input dependent
task in the software development life cycle that decides the fate of a project. Selection of a
well-suited requirements prioritization technique may result in customer satisfaction and on
time delivery time. Literature reports on many requirements prioritization techniques in
practice. However, each has its own features that can outperform the rest for a certain case.
Therefore, this research is conducted to empirically evaluate the existing techniques in terms
of certain quality measures (i.e., accuracy, efficiency, and scalability). The selected techniques
are evaluated for the small, medium and large scale of requirements sets. For that, we selected
five existing techniques that are multi-criteria-decision-making techniques and have user
involvement (i.e., Analytical Hieratical Process (AHP), Analytical Network Process (ANP),
FuzzyAHP, FuzzyANP and Interactive Genetic Algorithm (IGA)). The experimental results
showed that among the five selected techniques, FuzzyAHP is the most efficient and accurate
technique for the large dataset of requirements.







The Effect of Uncertainty on Stock Returns and Risk-returns (Volatility) Relationship Across Military and Democratic Regimes in Pakistan

Zareen Zafar; Danish Ahmed Siddiqui

Marketing and Branding Research, 2020, Volume 7, Issue 1, Pages 24-46
DOI: 10.33844/mbr.2020.60323

Thisresearch includes empirical results in making a consistent understanding of investor sagacity, investment returns, and behavioral stock market performance in the behavioral finance trend theoretical context. The data werecollected usinga long range of Returns data Pakistan's stock market Since June 1994 to December 2018 on the two economic segments known as the Military Period (1999-2008 and 2009-2018). Quantile Regression(QR) and Ordinary Least Square(OLS)carried out on future returns and risk-returns (volatility) where the independent variables Consumer Price Index (CPI), Gross Domestic Product(GDP), Money Market Rate(MMR), Discount Rate(DR) and Pakistan's Uncertainty Index weretaken at annual data base. The findings indicated that DRand past returns significantly impact future returns.Other factors such as GDP, inflations, MMR and conditions of instability, however, hadno major impact on returns. With regard to the military process, all variables such as past returns, GDP, discount and cash market levels, as well as volatility, hada major return impact. Whereas in the process of democracy, no macroeconomic factor affected those returns. With regard to volatility, CPI appearedto be the only factor that positively impactedthe volatility of share prices, as well as each of the two phaseswhileall other factors hadno significant effect overall. In the event of instability, the variability and returns remained negligible for all stages except in the military process. The results suggestedthat macroeconomic policies tend to have a large effect on the return as contrasted with the political phase in the military period. That could be due to lower returns, which stick lowers mostly due to problems with governance. No policy stimuli may impact returns in that situation. In addition, the volatility case remained unclear giventhe variables discussed.

Crude Oil Price, Urbanization and Environmental Pollution: Fresh Evidence from Selected African OPEC Member Countries

Kabiru Saidu Musa; Rabiu Maijama’a

Marketing and Branding Research, 2020, Volume 7, Issue 1, Pages 47-61
DOI: 10.33844/mbr.2020.60324

The paper investigates the effect of crude oil price and urbanization on the environmental pollution in the case of six selected OPEC African member countries for the 1986-2018 period and applied panel ARDL model. Finding from PMG model indicates that crude oil price, urbanization and foreign direct investment have a significant negative influence on environmental pollution in the long-run while in the short-run, urbanization has a significant negative impact on environmental pollution but all the remaining variables have a significant positive impact on environmental pollution. There was slow speed of adjustment from short-run disequilibrium to equilibrium position at 26 percent yearly. The Pairwise Dumitrescu Hurlin panel causality test revealed the existence of bilateral causality flowing from urbanization to environmental pollution, economic growth to environmental pollution, economic growth to crude oil price and economic growth to urbanization. While unidirectional causality exists flowing from crude oil price to environmental pollution and foreign direct investment to economic growth. As a recommendation for these countries to achieve and maintain quality environment, the nations must restrict the speed of urbanization process to its optimum level and this process will decrease the environmental effects associated with it. The existence of exertions regarding development and urbanization, now it is the right time for the governments of these countries to produce and stretch plan that will continue to concentrate on exploration of crude oil, since the increasing crude oil price from the global energy market exerts positive effect on the entire revenue generated by these economies.

Changing Market and Travel Trends: Marketing Strategies of the Department of Tourism-accredited Travel Agencies in the Cordillera Administrative Region

Jojo B. Acop; John C. Chowogna; Jose Jr. Comila; Daniel Robert Tecson; Henry O. Maglaya

Marketing and Branding Research, 2020, Volume 7, Issue 1, Pages 62-69
DOI: 10.33844/mbr.2020.60325

The emergence of new trends in a fast-changing environment is inevitable – the tourism industry is not an exception. Thus, travel agencies, which provides help on travel and tourism-related services, must be highly competitive in order to adopt to these changes to rise above the competition.  This research has been comprehensively conducted by interviewing managers and/or owners of the five selected travel agencies in Cordillera Administrative Region to determine their marketing strategies in today’s generation. With the use of thematic analysis, the researchers came up with three themes; traditional marketing, digital marketing and future platforms. Where, traditional marketing refers to marketing strategies that does not utilize the internet. While, digital marketing refers to marketing strategies that utilizes the internet through various digital platforms. The results indicated that most of the Department of Tourism-accredited Travel agencies in the Cordilleras uses traditional marketing to acquire and retain customers. Furthermore, they have been utilizing digital marketing tools to widen their reach and increase customer traffic; however, their digital marketing is still on entry level. Having said that, they have shared their plans on their future platforms they wish to fully utilize to adapt the digital competition on travel and tourism industry as well as to succeed in customer acquisition and customer retention.

The impact of marketing mix elements on brand loyalty: A case study of mobile phone industry

Adel Pourdehghan

Marketing and Branding Research, 2015, Volume 2, Issue 1, Pages 44-63
DOI: 10.33844/mbr.2015.60184

In todays highly competitive markets, keeping customers and retaining their loyalty is considered crucial in maintaining business. Companies and retailers also need to look for various marketing strategies in order to improve their customers’ loyalty. Having knowledge and skills about marketing is one of the capabilities which is required for success in the competition. In consumable markets, brands are the main points of differentiation between the competitive presentations, thus, they are crucial for the success of the companies. The purpose of this study was to analyze the impact of marketing mix elements on brand loyalty. The present study is applicable in terms of objective and descriptive survey in terms of data collection. To evaluate the model and hypotheses, data collection was carried out through surveying 384 mobile phone users. For data analysis and verification of the model, structural equation modeling approach (SEM) and confirmatory factor analysis (CFA) were used and based on the results of the path analysis, the relationship between the variables in the model is investigated. Results indicated the positive impact of products elements, distribution channels, and promotional activities on brand loyalty. Also, the findings showed that indexes of satisfaction and trust which are considered as mediating variables between marketing mix and brand loyalty had positive and significant impact on brand loyalty in the mobile phone industry.

The impact of product’s packaging color on customers’ buying preferences under time pressure

Saad Ahmed Javed; Sara Javed

Marketing and Branding Research, 2015, Volume 2, Issue 1, Pages 4-14
DOI: 10.33844/mbr.2015.60293

This research aims to test whether product’s packaging color influences customers’ purchasing preferences or not and does time pressure moderates this relationship? It studied the importance of color in determining customers’ buying preferences when they have limited time to do shopping. This study revealed that buying preference of a customer is relatively more dependent on the color scheme than on time constraint. However, time pressure was an important moderating factor which influenced the effect of packaging colors on customers’ purchasing preferences. This study emphasized that companies cannot afford to ignore the significance of time constraints and color scheme of the products on customers’ buying behavior.

Repurchase Intention: The Effect of Service Quality, System Quality, Information Quality, and Customer Satisfaction as Mediating Role: A PLS Approach of M-Commerce Ride Hailing Service in Vietnam

Nguyen Ngoc Duy Phuong; Tran Thi Dai g

Marketing and Branding Research, 2018, Volume 5, Issue 2, Pages 78-91
DOI: 10.33844/mbr.2018.60463

This study employs DeLone and McLean’s information
system success model to measure the effect of service quality, system quality, information quality on repurchase intention of the
smartphone-based ride hailing service in Vietnam. Data were gathered by
surveying 427 customers using Grab and Uber services. PLS
was employed to analyze the measurement and structural model. The statistical
results supported all five proposed hypotheses. The study confirmed that
electronic service quality of information system were significant predictors of
overall perceived service quality. Additionally, this
study reported a significant positive effect of perceived service quality
and customer satisfaction on repurchase intention. The
study also confirmed the relationships of the three variables representing the
electronic service quality on the overall service quality, which directly
effects customer satisfaction, considering a more comprehensive model for
service in m-commerce context. This paper extends the knowledge on the service
factors and customer satisfaction of repurchase intention.

Air Transport - A Source of Competitive Advantages of the Region

Keranka Nedeva; Evgeni Genchev

Marketing and Branding Research, 2018, Volume 5, Issue 4, Pages 206-216
DOI: 10.33844/mbr.2018.60246

This study investigates the relationship between the development of the air transport and the economic development of the Bulgarian regions and the improvement of its competitiveness over the period of 2000–2016. The timeliness of the problem is related to the contradictory impact of the air transport on the economic effects of aviation development and related socio-economic effects at local and global level. The purpose of the report was to identify the impact of the air transport on the economic development of the region. In this connection, the following tasks have been set: to monitor trends in the development of the air passenger transport sector; to determine the impact of the average annual income per capita on the passenger flow; to establish the impact of passenger flows on the average annual income of the population as an indicator of the sustainable development of the region. The aim of the article was to establish the link between the passenger flow and the gross domestic product of the region. Economic data processing methods for the 10-year period were used through the Gretl program. The data obtained is evidence of the positive impact of air transport development on the competitiveness of the region and its steady social-economic growth.

Creative industries value chain: The value chain logic in supply chain relationships

Emilia Madudová

Marketing and Branding Research, 2017, Volume 4, Issue 3, Pages 227-235
DOI: 10.33844/mbr.2017.60236

The purpose of this paper is to provide a deeper look into value chain logic in supply chain relationships in a creative industries value chains. In recent years, value has been recognized as a key factor in better understanding of consumer behavior and gaining a competitive advantage. In a value chain, added value should be defined at every step of the chain. There should be defined activity which adds value as well as the activity that subtracts any value. The total value can be then calculated as the sum of the total value built up all throughout the value chain. Paper mostly analyses creative industries of advertising, architecture, and design. The presented model describes and analyzes the industry participants, value chain processes, support and related environment, and evaluates the relationship of stakeholders. The paper also takes into account the creation of value chain approach that describes the vertical and horizontal linkages. The chain of values represents the coordinated set of kinds of activity which create value for the enterprise, beginning from initial sources of raw materials for suppliers of this enterprise up to the finished goods delivered to the end user including service of the consumer. The value chain conception is important for the identification and development of the enterprise. The value creation activities can be a core competitive advantage which center on fostering relationships with key actors who can derive benefits from each other’s value chain. 

The impact of product’s packaging color on customers’ buying preferences under time pressure

Saad Ahmed Javed; Sara Javed

Marketing and Branding Research, 2015, Volume 2, Issue 1, Pages 4-14
DOI: 10.33844/mbr.2015.60293

This research aims to test whether product’s packaging color influences customers’ purchasing preferences or not and does time pressure moderates this relationship? It studied the importance of color in determining customers’ buying preferences when they have limited time to do shopping. This study revealed that buying preference of a customer is relatively more dependent on the color scheme than on time constraint. However, time pressure was an important moderating factor which influenced the effect of packaging colors on customers’ purchasing preferences. This study emphasized that companies cannot afford to ignore the significance of time constraints and color scheme of the products on customers’ buying behavior.

Current challenges in distribution channels of cultural goods and services

Razieh Fayaz; Maryam Azizinia

Marketing and Branding Research, 2016, Volume 3, Issue 1, Pages 75-85
DOI: 10.33844/mbr.2016.60219

Nowadays, one product that has a well qualified design will not have expected utility if it cannot be available at the appropriate time and place to its buyers. Thus, marketing managers and official sales always try to find the more efficient and modern methods of distribution through investigating the transfer methods of goods. Appropriate decision will lead to the enhancement of transfer speed, convenience of customers, and reduction of costs. One of the main tools of marketing is the efficient distribution system. Since cultural products have a determining role in conveyance of thoughts, values, and social norms and transmit cultural values and messages with themselves, their distribution has a great importance. This study aimed to investigate the current challenges in distribution channels of cultural goods and services. Some of these challenges were being traditional, the length of the channel, and the number of intermediaries.                                                                                

The impact of marketing mix elements on brand loyalty: A case study of mobile phone industry

Adel Pourdehghan

Marketing and Branding Research, 2015, Volume 2, Issue 1, Pages 44-63
DOI: 10.33844/mbr.2015.60184

In todays highly competitive markets, keeping customers and retaining their loyalty is considered crucial in maintaining business. Companies and retailers also need to look for various marketing strategies in order to improve their customers’ loyalty. Having knowledge and skills about marketing is one of the capabilities which is required for success in the competition. In consumable markets, brands are the main points of differentiation between the competitive presentations, thus, they are crucial for the success of the companies. The purpose of this study was to analyze the impact of marketing mix elements on brand loyalty. The present study is applicable in terms of objective and descriptive survey in terms of data collection. To evaluate the model and hypotheses, data collection was carried out through surveying 384 mobile phone users. For data analysis and verification of the model, structural equation modeling approach (SEM) and confirmatory factor analysis (CFA) were used and based on the results of the path analysis, the relationship between the variables in the model is investigated. Results indicated the positive impact of products elements, distribution channels, and promotional activities on brand loyalty. Also, the findings showed that indexes of satisfaction and trust which are considered as mediating variables between marketing mix and brand loyalty had positive and significant impact on brand loyalty in the mobile phone industry.

The effect of real exchange rate on unemployment

Zahra Bakhshi; Mehrzad Ebrahimi

Marketing and Branding Research, 2016, Volume 3, Issue 1, Pages 4-13
DOI: 10.33844/mbr.2016.60281

Unemployment is one of the problems that global economics, especially the economy of
developing countries such as Iran is faced with. Therefore, there have been many studies to
investigate the variables which affect unemployment in macroeconomics. Considering
exchange rate volatility in recent years which have affected most of major variables of
economy in Iran, this study tried to investigate the relationship between exchange rate and
unemployment in Iran using the annual data of 30 years (from 1981 to 2012). To achieve the
objectives of the study, autoregressive econometric model with distributed lag was used to
assess the relationship between real exchange rate and unemployment. This model consisted
of five main variables, namely unemployment rate, exchange rate, export, import, and gross
domestic product. The results of the study demonstrated that economic growth had a
significant and positive effect on unemployment. In addition, it was shown that there was a
negative relationship between unemployment and exchange rate. 

The impact of relationship marketing on customer loyalty enhancement (Case study: Kerman Iran insurance company)

Abdolaziz Abtin; Mostafa Pouramiri

Marketing and Branding Research, 2016, Volume 3, Issue 1, Pages 41-49
DOI: 10.33844/mbr.2016.60203

Nowadays, only those tradings that just focus on the effectiveness of the marketing mix elements can shift their direction towards relationship marketing and establishing effective relationship management with customers. In todays competitive world, customers are in the center of companies’ attention and their satisfaction is the main factor in gaining competitive advantage. The fundamental prerequisite for achieving customers’ satisfaction is to fully meet or exceed their needs, wants, desires, expectations, and their willingness to purchase products. To gain competitive advantage, the companies should pay more attention to customers’ needs and meet them better than their rivals. This paper aims to investigate the impact of relationship marketing on customer loyalty enhancement in Kerman Iran insurance company. This study was carried out through a survey method using questionnaires as the main instrument. Pearson correlation coefficient was used to assess the relationship between loyalty as dependent variable and trust, satisfaction, management, communication, and competence as independent variables and revealed that there was a significant positive relationship between variables. 

Publisher: Canadian Institute For Knowledge Development

Email:  MBRinfo@cikd.ca

Editor-in-chief: Carlos M. Rodriguez Neira

ISSN: 2476-3160