International Journal of Marketing and Management Research

Table of Contents

• Informational and transformational content of the recently launched ad campaign of thums UP – An empirical evidence

  • Author: Ruhani Mahajan, Samridhi Singh

• Sub-cultural influence on brand loyalty: An exploratory study on Jammu and Kashmir

  • Author: Mohd. Afaq Khan, S. Aijaz Ahmad

• A comparative study on debt scheme of mutual fund of reliance, and hdfc with treynor model

  • Author: Sandeep Bansal, Surender Kumar Gupta

• RESEARCH ARTICLE

  Productive efficiency of the indian nationalized banks -A data envelopment analysis (2008–12)

  • Author: Perminder Khanna, Amandeep Verma

• Celebrity endorser's impact on attitude towards ad, attitude towards brand and purchase intention (with special reference to expert and non-expert celebrity)

  • Author: Sangeeta Trott

• Tapping the hidden business potential of rural India: A marketing strategy

  • Author: Sanjay Nandal

• Visual merchandising: it's impact on buying behaviour in apparel segment

  • Author: Pooja Sehgal Tabeck

• Dynamics of corporate frauds in India

  • Author: Ajay K Rajan, Suman Pahal

• Sustainability as a strategy of responsible and competitive development

  • Author: JosÉ G. Vargas-HernÁndez