Deepa ,S

• BSc(Che/Phy),MBA,MA(Yoga for Human Excellence), PhD in Business Administration
• Professor (Assistant) at Dr G R Damodaran college of Science

The fierce competition in retail industry requires the stores to adopt loyalty programmes to gain the interest of the customers in maintaining relationship with the store (Bendapudi and Berry 1997; Noordhoff et al., 2004). Retailers are looking for every opportunity to creatively improve customer satisfaction and boost customer loyalty with store....

The emerging organized retail sector of India puts forth many challenges for both the new entrants as well as the existing retailers, the retailers have to differentiate themselves from the competition to gain the customer trust and loyalty. Branding is considered as one of the important means in establishing and maintaining competitive advantage b...

The shift towards retail relationships emphasizes on increasing sales and reduces brand switching thereby increasing retailer equity of the potential customers (Berry & Gresham, 1986; Bendapudi & Berry, 1997; Noordhoff et al., 2004). On the other hand, Davis (1997) signalled that retail relationships are fuelled by reduced customer loyalty and esca...

The present competitive retail environment demands the rise of the retailer as a brand and its brand equity as of importance. The research gap of mediating nature of associations and perceived quality and their role in converting the customers from the awareness stage to loyalty was the focus of this research. Customer based retailer equity is conc...

The corporate sustainability can be brought to life and become successful only if many people support the organisation. The retail firms have to consider the expectations of the community to which it serves and the community should feel enriched and strengthened by retail. Corporate Social Responsibility (CSR) is understood to be the way firms inte...

Companies are looking for ways to differentiate them in the fragmented and saturated market. Branding is one such strategy which helps the companies to create their unique image in the consumer market. Brand equity is defined as the added value endowed by the brand to the product (Farquharr, 1989). The brand equity literature includes the elements...

Companies are looking for ways to differentiate them in the fragmented and saturated market. Branding is one such strategy which helps the companies to create their unique image in the consumer market. Brand equity is defined as the added value endowed by the brand to the product (Farquharr, 1989). The brand equity literature includes the elements...

Rising competition in the global business environment compels the organisations to develop competitive advantage over other organisations. To combat in this situation the corporates are now positioning themselves as ―brands not only to sell their products even to recruit new talents and to retain the best employees with them. Employer branding comm...