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A study on impact of celebrity endorsement on customer attitude towards the brand and purchase intention
Today celebrity endorsement has become a trend and been used as a winning formula and celebrities in India are the role models; people in the country are so influenced that they are attracted & follow the trends, styles also, consume the product they endorse and they associate the brand with the celebrity therefore the companies and the marketers believe that celebrity changes the purchase intention of the buyer. So this has been conducted to find out the impact of celebrity endorsement on customer attitude towards the brand and intention to purchase. To achieve the objective a questionnaire has been formed to collect the primary data of minimum of 200 respondents that will help to come to a conclusion about the impact if celebrity endorsement. The study also tries out to find out the various factors that affect a buyer purchase intention. For this study attributes of a celebrity and the brand have been studied also the attitude towards the brand. To acquire the required results the questionnaire was distributed to the target group aged 15-50 and the data collected was studied , analyzed to come to the conclusion whether celebrity influence the target group of consumers. -
Political propaganda portrayed in Hindi films /
Politics being one of the central object in democratic and highly politicize country like India has its impact and influence on every walk of life of this country. Since the beginning of the 20th century cinema in many ways has influenced social consciousness and helped in shaping our inner understanding. Both cinema & politics become important aspects of our society. It is important to study how they interact and how cinema adopt or take shape via political discourse of this country. -
Perspectives Envisaging Employee Loyalty : A Case Analysis
Journal of Management Research Vol. 12, No. 2, pp 100-112, ISSN No. 0974-455X -
Understanding motion poster as an emerging trend in Telugu film promotion /
Telugu film industry is one of the biggest industry in the world with its largest number of film production annually. It produces more than 300 films per year. Telugu film industry has adopted a brand new technology from Hollywood which is gaining popularity in the current promotional techniques. This new trend is called as first look Motion Poster. Motion posters are different from normal wall posters. -
Influence of emotional intelligence as mediator between workplace spirituality and organisational citizenship behaviour
Spirituality at work has developed as a research discipline over the last decade. There have been a few theoretical studies emphasizing on the significance of the construct. The external and internal factors affecting the relationship of this construct need to be analysed for enabling its implementation in the business world. The construct needs further empirical studies to establish itself as an implementable HR practice, contributing significantly to the bottom line. Organisational citizenship behaviour is critical for performance amidst uncertainty. Emotional intelligence has become more critical in overcoming the challenges faced by the Information Technology (IT) sector in India. This study fills the gap in the current literature studying the influence of emotional intelligence in the relationship between workplace spirituality and organisational citizenship behaviour in the Indian IT sector context. The challenges faced by the Indian IT sector are unique and needs alternative solution to avoid a downfall in the sector contributing majorly to the national GDP. The sample is 800 IT sector employees selected through judgmental sampling. The data is collected by using online survey instruments. SEM modelling has been used to analyse the data and use the same for development of an implementable model relating the dependent and the independent variables. -
Device, system and method for wireless control of medical devices /
Patent Number: 202121038822, Applicant: Dr K. Sampath Kumar.
The various embodiments of the present invention provide a device coupled with a medical apparatus for controlling a function of the said medical apparatus. The device comprises a processing unit, a communication coupler, an actuator, an accelerometer and a sensor package. The communication coupler provides a communication interface between the processing unit and a processor of a medical apparatus. The actuator is connected to the processing unit through an electromechanical mechanism. The accelerometer is connected to the processing unit through a bidirectional channel to control axial stability in a desirable position. The sensor package is installed over the medical apparatus and is connected to the processing unit. -
Group signature based security technique for privacy identity information protection in blockchain /
Patent Number: 202121031204, Applicant: Gauri Arun Varade.
On cryptographic algorithms blockchain is a highlight point dispersed record innovation dependent. By factual techniques, information mining and sociological mining has made clients protection face significant dangers the straightforward and open
blockchain record enhanced. -
Design of new access control structure for provenance based on secret sharing
Access control is one of the important elements in providing confidentiality to the secured data. Access specifiers helps us understand degree of rights given to the users in utilizing data records in a right manner. Tampering the records by unauthorized parties is a high concern in secure communication. Tamper detection plays an important role in trouble shooting an issue associated with network/ host intrusion scenario. The advances in information technology have driven the modern world to focus on the Web for digital information. People across the globe rely on the internet for all the data from generic information to distribution of personal data over heterogeneous networks. Technology has grown so wide to an extent, where almost all of the financial transactions are taking place through online portals. On the other hand, there has been high rise in the security threats towards users confidential data. This information is however shared by the online users while performing financial transaction in e-commerce portals. In order to maintain security mechanism over the untrusted networks various authentication techniques available in this regard. All these security procedures are said to be stubborn and adequate on contextual basis, on the other hand over a period of time the intruders would find out ways to break into systems. Data theft and intrusion into the information systems would increase on a daily basis if defensive measures are not in place. In this concern a new mechanism for securing the data using majority voting concept is proposed. Majority voting for securing the provenance data is applied. Provenance data is data of origin, genesis data and often observed as sensitive data. Provenance is a record of events, timestamps, versions, transformations occurred for the data of interest. Elicitation of an entity's genesis is termed provenance. This understanding is called as data provenance for data objects and their relationships. In most of the cases provenance data is tend to be sensitive, and a small variation or regulation paves way to changes to entire lineage of the connected data. This origin needs to be protected and only approved parties should have right to use the data. Specific description or classification of an instance's historical record or data object is called data provenance. It has many implications in different disciplines in terms of its significance for the acquisition of data flow mechanisms. Personal control of data privacy is a common scenario and various solutions towards security exists. In this regard a unique model is proposed where control of data and its related allies is available with several bodies but however not one; and if access control is to be permitted for a cause based on context, all the entities holding their right keys will have to agree and share on a common platform for accessing the data. Combining these shares in a peculiar pattern allows the grant for accessing data. The method of allocating controls to multiple bodies and allowing grants based on the combination of stakes is called a mechanism for secret sharing. Share separation may be derived from the concept of visual encryption methodology We integrate concepts of secret sharing and provenance to provide an indigenous solution for parameters of information security namely confidentiality, integrity and availability. It is with the availability of exceptional wireless internet access in mobile motivated situations, users and usage data has become massive with respect to media. For example, financial related operations carried out over online platforms by users in many ways were found insecure and unauthenticated. Procedure with appropriate algorithms are available for safe data communication in various modes, however lacks to attain high accuracy and performance with regards to the basic goals of security; confidentiality, integrity, availability at a significant level. Security is the main aspect of any communications among untrusted networks in the current world. Sincere gratitude to many researchers for their tremendous contributions to effective security algorithms despite various threats that compromise the computer systems vulnerabilities. The origin of the data, i.e., by which the transaction thread was created, is the pertinent question to be answered while the financial operation is finalized. This definition of 'data antiquity ' has received good interest from researchers in different fields for many decades and is often termed as data provenance. However, security in provenance has made some progress with recent research, particularly in the field of cyber security. This study emphases on the safety characteristics of data provenance with a distinctive cryptographic approach. The combination of these principles produces unique results for safeguarding the genesis data. -
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Effect of impulse buying on socioeconomic factors and retail categories /
Indian Journal of Marketing, Vol.46, Issue 9, ISSN: 0973-8703. -
Whether shoppers of tier I city are aware about multi-brand outlets? /
Asian Journal Of Management, Vol.7, Issue 3, ISSN: 0976-495X (Print), 2321-5763 (Online). -
Assessing the loyalty of shoppers of attire multi - brand outlets : A research study /
Indian Journal Of Marketing, Vol.47, Issue 9, ISSN: 9738703. -
Pester power and advertisements influence on purchase of food products in a convenience store /
Asian Journal Of Management, Vol.8, Issue 2, pp.204-214, ISSN: 2321-5763 (Online) 0976-9495X (Print). -
Exploring the attitudes of employees & strategies adopted towards managing diversity in the information technology context /
Diversity Management is a process intended to create and maintain a positive work environment where the similarities and differences of individuals are valued. Successfully managing diversity can lead to more committed, better satisfied, better performing employees. Literature review on diversity management has mostly emphasised on organization culture, its impact on diversity openness Patrick (2010), human resource management practices in German and Indian companies Paelmke (2007), institutional environments and organizational contexts to diversity-related pressures, expectations, requirements, and incentives Siegel (2006), managing employee diversity: perceived practices and organizational outcomes {Fink, Pastore & Riemer (2003)}, perception of staff and student in relation to equal opportunities / managing diversity in the university Kandola (2001), diversity dimensions in India and its unique features of diversity factors in indian context {Patrickson and OBrien (2001)} strategies for managing human resource diversity, {Dass & Parker (1993)}, -
Twin deficit hypothesis: Some recent evidence from India /
Global Business And Economics Review, Vol.18, Issue 3/4, pp.487 - 495, ISSN: 1097-4954. -
Effect of Impulse Buying on Socio-economic factors and Retail Categories
Indian Journal of Marketing, Vol. 46, Issue 9, pp. 24-34, ISSN No. 0973-8704 -
Factors Affecting the Performance of Private Label Brands in Indian Online Market: An Assessment of Reliability and Validity
Asian Journal of Management, Vol. 7, Issue 3, pp. 223-230, ISSN No. 0973-8705 -
Neuromarketing: The new science of advertising /
Universal Journal Of Management, Vol.3, Issue 12, pp.524 - 531, ISSN No: 2331-950X. -
Shock advertising and its impact on the younger generation /
Advances In Economics And Business Management, Vol.3, Issue 6, pp.653-657, ISSN: 2394-1553 (Online), 2394-1545 (Print). -
Influence of product placements in films and television on consumers brand awareness /
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