Revistas
URI permanente para esta comunidadhttps://hdl.handle.net/20.500.12640/4079
Esta subcomunidad reúne los artículos publicados en las revistas de ESAN: Journal of Economics, Finance and Administrative Science (JEFAS) y Giuristi: Revista de Derecho Corporativo. La búsqueda y acceso es a cada artículo en particular y se accede al texto completo mediante un enlace externo que redirige al archivo correspondiente en el portal de revistas de ESAN.
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Ítem Solo Metadatos Strategic brand positioning analysis through comparison of cognitive and conative perceptions(Universidad ESAN. ESAN Ediciones, 2010-12-30) Manhas, Parikshat S.Due to the globalization of the economy, there has been great competition in the business sector. The basic human desire to challenge new limits and capture as much market as it is possible has given a new dimension to the concept of market-ing - brand positioning. To position a brand requires making choices; whereas having a position means people will prefer a brand over another. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price or distribution. Despite the fact that positioning is considered by both academics and practitioners to be one of the key ele-ments of modern marketing management, it is surprising to uncover general paucity of consumers/customers derived studies regarding brand positioning strategies.This article analyzes the market position held by a competitive set of brands in the hair oil market through a comparison of cognitive and conative perceptions. Cognition will be identified by trailing a factor analytic adaptation of importance per-formance analysis. In turn, conation will be gauged by stated intent of the consumers to purchase the hair oil brands under study. The alignment of the results from these techniques will help in identifying the position of leadership held by a brand in the hair oil market. The marketers, in order to strategically place their brands in today’s competitive market, need to identify the attributes on which they need to focus and those of paramount importance for the consumers. This method of positioning analysis offers a practical means for present-day marketers faced with the challenge of identifying one or few brands from their diverse and multi-attributed brand range that could be developed to differentiate their brand in a meaningful way to consumers.Ítem Solo Metadatos Role of online education in building brand image of educational institutions(Universidad ESAN. ESAN Ediciones, 2012-06-30) Manhas, Parikshat S.In this article we try to present the general impression that online learning/real time virtual learning conveys. The myriad interpretations of online education are depicted elaborately along with its advantages and influence on various stakeholders. The disadvantages of online education reveal their apparently potent drawbacks, which are then trailed by «opposing views». These views give concrete justifications against the so-called shortcomings of online learning and enlist the techniques used to tackle them.Besides of what online education does for students, learners and tutors at large, it also confers some potential by-products, such as helping build a strong brand image of educational institutions that offer it. Although educational institutions worldwide are employing online learning resources to create a brand image for themselves, a well-worn discussion has to be mooted to understand the implications of their usage.Ítem Solo Metadatos Role of tourist destination development in building its brand image: A conceptual model(Universidad ESAN. ESAN Ediciones, 2016-06-01) Manhas, Parikshat S.; Manrai, Lalita A.; Manrai, Ajay K.Tourism is truly an international/global industry. Tourism is vital to the economy of a country and sustainable tourism development requires an understanding of the complex interrelationships and interactions among a multitude of environmental factors and interdisciplinary forces that play a critical role in tourism development. While overall the field of tourism has been abundantly researched there are certain areas where there is a paucity of research namely competition analysis branding and positioning. Our research contributes to this extremely important but relatively less researched subject. Specifically we study the relationship between destination development and its brand image. We develop a conceptual model which identifies various constructs processes and linkages involved in the relationship between destination development and its brand image. We propose that the brand image has three components corresponding to the three stages of consumption/travel namely pre-travel during travel and post-travel. In developing this model we draw upon the interdisciplinary nature of tourism and discuss a variety of influences such as economic social cultural political and psychological factors.
