International Journal of Management and Applied Science (IJMAS)
.
current issues
Volume-5,Issue-8  ( Aug, 2019 )
Past issues
  1. Volume-5,Issue-8  ( Aug, 2019 )
  2. Volume-5,Issue-7  ( Jul, 2019 )
  3. Volume-5,Issue-6  ( Jun, 2019 )
  4. Volume-5,Issue-5  ( May, 2019 )
  5. Volume-5,Issue-4  ( Apr, 2019 )
  6. Volume-5,Issue-3  ( Mar, 2019 )
  7. Volume-5,Issue-2  ( Feb, 2019 )
  8. Volume-5,Issue-1  ( Jan, 2019 )
  9. Volume-4,Issue-12  ( Dec, 2018 )
  10. Volume-4,Issue-11  ( Nov, 2018 )

Statistics report
Oct. 2019
Submitted Papers : 80
Accepted Papers : 10
Rejected Papers : 70
Acc. Perc : 12%
Issue Published : 66
Paper Published : 4089
No. of Authors : 8401
  Journal Paper




Paper Title :
Artisan Branding: An Emerging Dimension for Socially Responsible Brands

Author :Aditi Upadhyay

Article Citation :Aditi Upadhyay , (2018 ) " Artisan Branding: An Emerging Dimension for Socially Responsible Brands " , International Journal of Management and Applied Science (IJMAS) , pp. 78-82, Volume-4,Issue-6

Abstract : In this paper, based on a survey with 305 respondents, the differential levels are examined at which experiential value is derived from Indian fashion craft brands that leverage on artisan empowerment. It was found that customers derive experiential values at behavioral, affective and relational levels upon exposure to ads of such brands while the sensory and cognitive experiential value remain ineffective in this case. This effect was observed in both type of respondents-the ones who consumed such craft brand products in the past and the ones who have not. The results were confirming with the two sample profiles of student and non-student. Further it was found that craft brand experiential value (CBEV) lead to selfbrand connection which was foundto not having a direct impact on purchase intention. Index terms - Strategic branding, consumer psychology, experience marketing, self-bran relationship, socially responsible consumption

Type : Research paper


Copyright: © Institute of Research and Journals

| PDF |
Viewed - 37
| Published on 2018-08-22
   
   
IRAJ Other Journals
IJMAS updates
IJMAS -THANK YOU ALL FOR CONTRIBUTING YOUR PAPER TO IJMAS JULY ISSUE.ALL AUTHORS ARE REQUESTED TO GET THEIR HARD COPY NOW.
The Conference World
Facebook

JOURNAL SUPPORTED BY