Issue 1


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 Regimesin 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.