Volume 7, Issue 1, Winter 2020, Page 1-23

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.