A Study on the Relationship Between Gender Preference and Brand Experience with Reference to Amazon Brand. (Record no. 53282)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01932nam a2200181 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20191231181836.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 191231b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Baswan, Taru |
| 9 (RLIN) | 35554 |
| 245 ## - TITLE STATEMENT | |
| Title | A Study on the Relationship Between Gender Preference and Brand Experience with Reference to Amazon Brand. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 64-77 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Marketing practices are changing with the changing consumer needs. With a plethora of brands in the market, retailers are required to create a difference to impart a unique and blissful experience enabling to develop a long-lasting relationship. It is imperative for the marketer to understand the requirement of the empowered consumer in the era of consumerism. Conceptualization of the brand experience in case of online retail has been done as sensations, feelings, cognitions and behavioral responses evoked by stimuli related to the brand like packaging, communication, service provided, designing of the websites, etc. Consumers today not only look for functional utilities but also seek emotional experiences. Brand experience theory is developed to explain the measurement of brand experience and its effect on consumer behavior. This is an endeavor to understand how the marketer can enrich the consumer's experience with the brand. The paper attempts to reveal the gender preference for various dimensions of the brand experience developed by Brakus et al. (2009). For the study, an online brand, Amazon is selected. It is an empirical paper that collected data from 173 respondents through a structured online questionnaire. Results reveal that there are gender differences with regard to the emotional dimension of the brand |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Consumer preferences |
| Uncontrolled term | Consumer behavior |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Fatima, Farheen |
| 9 (RLIN) | 35555 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 30415 |
| Host Itemnumber | 77926 |
| Main entry heading | MURTHY, E N |
| Place, publisher, and date of publication | IUP PUBLICATION HYDERABAD |
| Other item identifier | 55511287 |
| 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 | 31/12/2019 | MAR/ Vol 16, No 4/ 55511287JA4 | 55511287JA4 | 31/12/2019 | 31/12/2019 |