Flagship, Flanker Brands and Indian Consumers' Buying Decisions: A Study on the Impact of Brand Narratives of Hindustan Unilever Limited and Procter & Gamble. (Record no. 51150)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01497nam a2200205 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190425150143.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 190425b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Jain, Ankita |
| 9 (RLIN) | 33492 |
| 245 ## - TITLE STATEMENT | |
| Title | Flagship, Flanker Brands and Indian Consumers' Buying Decisions: A Study on the Impact of Brand Narratives of Hindustan Unilever Limited and Procter & Gamble. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 34-53 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | The main objective of this paper is to identify the impact of brand narratives on consumer buying decisions towards flagship and flanker brands of Hindustan Unilever Limited (HUL) and Procter & Gamble (P&G) and to identify the impact of various parameters of advertising which affect purchasing decisions. The viewpoint of respondents on brand narratives of flagship and flanker brands has been discussed. The recorded data are analyzed with cross-tabulation, regression, independent sample t-test and ANOVA. The findings of the study indicate that brand narratives of flagship brands are more preferred by respondents in both fabric care and hair care categories of HUL and P&G. The regression technique has been used to identify the relationship among dependent and independent variables |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Flagship stores |
| Uncontrolled term | Purchasing |
| Uncontrolled term | Decision making in business |
| Uncontrolled term | Business names |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Sharma, Ritu |
| 9 (RLIN) | 33493 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 30415 |
| Host Itemnumber | 74210 |
| Main entry heading | MURTHY, E N |
| Place, publisher, and date of publication | IUP PUBLICATION HYDERABAD |
| Other item identifier | 55510091 |
| Title | BRAND MANAGEMENT |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 25/04/2019 | Vol 16, No 1/ 55510091JA2 | 55510091JA2 | 25/04/2019 | 25/04/2019 |