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Shamindra Nath Sanyal

Bio: Shamindra Nath Sanyal is an academic researcher from Narula Institute of Technology. The author has contributed to research in topics: Brand equity & Brand awareness. The author has an hindex of 6, co-authored 11 publications receiving 183 citations.

Papers
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Journal ArticleDOI
TL;DR: In this article, the impact of country of origin image on brand equity of generic drugs was explored through an analytical review, which showed that country-of-origin image had a positive and significant effect on components of brand equity, i.e. brand strength and brand awareness.
Abstract: Purpose – The purpose of this paper is to explore the impact of country of origin image on brand equity of branded generic drugs.Design/methodology/approach – Brand equity of branded generics is examined through an analytical review. Country of origin image is hypothesised to influence components of brand equity, i.e. brand strength and brand awareness, which in turn influence brand equity. An empirical investigation was carried out among professionally similar respondents, i.e. doctors of different categories in Kolkata megapolis, India.Findings – Results showed that country of origin image had a positive and significant effect on components of brand equity, i.e. brand strength and brand awareness, derived from factor analysis conducted on brand equity components. The result also showed that country of origin image of branded generics significantly, but indirectly, affected brand equity through the mediating variables, brand strength and brand awareness.Research limitations/implications – Different varia...

80 citations

Journal ArticleDOI
TL;DR: In this paper, the authors find out the relationship between the qualities of generic drugs perceived by the physicians and brand equity of the branded generics and examine the physicians' perceptions of prescribing generic drugs for selective medical conditions in India.
Abstract: Purpose – The purpose of this paper is to find out the relationship between the qualities of generic drugs perceived by the physicians and brand equity of the branded generics and to examine the physicians' perceptions of prescribing generic drugs for selective medical conditions in India.Design/methodology/approach – The study was carried out across six major cities in Eastern India with 392 physicians. Here components of perceived quality, i.e. intrinsic cues and extrinsic cues are hypothesized to influence perceived quality of branded generics which in turn influence brand equity. It is also hypothesized that respondents' quality experience is assimilated towards their quality expectations, independent of small variations in objective quality of the drug.Findings – Results showed that perceived quality of branded generics significantly, but indirectly, affected brand equity through the mediating variables, intrinsic cues and extrinsic cues. The results also showed that physicians' quality experience le...

51 citations

Journal ArticleDOI
TL;DR: In this paper, the authors examined consumers' attitude about luxury goods with special reference to the Indian consumers and selected the themes (cognitive, affective and behavioural) from the existing ones from the attitude scale to luxury items suggested by Dubois et al.
Abstract: The objectives are to study consumers’ attitude about luxury goods with special reference to the Indian consumers and to select the themes (cognitive, affective and behavioural) from the existing ones from the ‘attitude scale to luxury items’ suggested by Dubois et al. (2005) for the ‘none available’ item spaces as mentioned in a priori classification of attitudes to luxury using the C-OAR-SE procedure by Rossiter (2002) and Stegemann et al. (2007). Consumers’ attitude about luxury goods in Indian perspective has been examined through an empirical investigation that was carried out among urban respondents belonging to different social strata in Kolkata Megapolis, West Bengal, India. We have proposed three hypotheses where separately attitude and subjective norms toward luxury brands positively affect the intention to use the goods. Furthermore, intention to use luxury brands does not positively influence actual usage of the same. Finally through qualitative process, we have determined the ‘none available’ item spaces as mentioned in a priori classification of attitudes to luxury. The findings support the hypothesis that luxury consumption intentions affect actual luxury brand consumption behaviour. The findings show how nuances occur between measures of attitudes, subjective norms, and intention.

35 citations

Journal ArticleDOI
TL;DR: In this paper, the authors investigated the relationships between five different parameters deemed responsible for enhancing the brand awareness of pharmaceuticals and identified that importance of customers' perceptions and need achievement leads to the development of a positioning statement to communicate the brand's functional values and brand personality.
Abstract: Purpose – The purpose of this paper is to address how the concept of branding exists in the pharmaceutical sector and Indian market in particular; and second, how this branding technique might be modified to optimize the marketing of branded generics in India.Design/methodology/approach – The study was conducted using qualitative interviews with two sets of respondents in Kolkata city, India: first, 20 senior managers of five renowned Indian pharmaceutical companies and second, 20 physicians of two categories. Patterns of concordance for the author‐coder pairs were tested by using Cohen's kappa.Findings – This study investigated the relationships between five different parameters deemed responsible for enhancing the brand awareness of pharmaceuticals. Out of these five parameters, the authors have identified that “importance of customers' perceptions and need achievement” leads to the development of a positioning statement to communicate the brand's functional values and brand personality; and “importance...

16 citations

Journal ArticleDOI
TL;DR: The results indicated that apart from the factors “perceived no need” and “physicians’ perception and need achievement” rest of the factors showed satisfactory to excellent results and may enable the pharmaceutical managers to revise or modify their current marketing communication and other brand-building strategies so as to achieve a superior performance that offers them a competitive advantage.
Abstract: Purpose The purpose of this paper is to examine the physicians’ attitude toward branded generic drugs in prescribing those drugs in some selective medical conditions and to identify the factors that influence physicians’ behavior toward prescribing branded generic drugs in the said selective medical conditions Design/methodology/approach The study was carried out across six major cities in eastern India with 301 physicians The current study introduced some significant elements into the modified technology acceptance model (TAM) with title the extended tam for product usage (TETPU) to analyze the prescribing factors that influence physicians in five common yet serious medical conditions in India Out of nine factors considered here, seven were selected from the previous literature studies of different product segments and two were proposed by the authors Demographic factor was proposed as the confounding variable Findings The results indicated that apart from the factors “perceived no need” and “physicians’ perception and need achievement” rest of the factors showed satisfactory to excellent results Practical implications The current study findings may enable the pharmaceutical managers to revise or modify their current marketing communication and other brand-building strategies so as to achieve a superior performance that offers them a competitive advantage Originality/value The paper fulfils a need for advancing the knowledge on the physician’s prescription influencing factors by introducing the newer aspects of the concept and offers a theoretical framework for the academia and practical framework for the managers who desire to implement the strategies to achieve competitive advantage

13 citations


Cited by
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01 Jan 2016
TL;DR: A first look at communication theory is universally compatible with any devices to read, and will help you cope with some infectious bugs inside their desktop computer.
Abstract: Thank you for reading a first look at communication theory. Maybe you have knowledge that, people have look numerous times for their favorite readings like this a first look at communication theory, but end up in infectious downloads. Rather than reading a good book with a cup of coffee in the afternoon, instead they cope with some infectious bugs inside their desktop computer. a first look at communication theory is available in our digital library an online access to it is set as public so you can download it instantly. Our book servers hosts in multiple countries, allowing you to get the most less latency time to download any of our books like this one. Merely said, the a first look at communication theory is universally compatible with any devices to read.

567 citations

01 Jul 1973
Abstract: Abstract : A study is reported of the variations in organizational commitment and job satisfaction, as related to subsequent turnover in a sample of recently-employed psychiatric technician trainees. A longitudinal study was made across a 10 1/2 month period, with attitude measures collected at four points in time. For this sample, job satisfaction measures appeared better able to differentiate future stayers from leavers in the earliest phase of the study. With the passage of time, organizational commitment measures proved to be a better predictor of turnover, and job satisfaction failed to predict turnover. The findings are discussed in the light of other related studies, and possible explanations are examined. (Modified author abstract)

497 citations

Journal ArticleDOI
TL;DR: In this article, the authors measured the impact of corporate social responsibility (CSR) activities on purchase intention either directly or indirectly and found that customers process CSR details unconsciously and may not remember the explicit detail, but they are more likely to include the brand in the consideration set evokedby positive attitudes trailing behind.
Abstract: Corporate social responsibility (CSR) is a well‐touted term in management disciplines that connects the business goals and societal values. CSR is used as a strategic approach that gives competitive differentiation through coagulation of both business and overarching societal goals. Organizations believe that goodwill created by CSR activities bestows the strategic competitive advantage and sustainable development. The objective of the study is to measure the impact of CSR activities on purchase intention either directly or indirectly; for this purpose, the study has administered a structured questionnaire and collected responses from Indian citizens purchasing products from FMCG companies topping the CSR spending list and used structural equation modeling to validate the results. The findings suggest that customers process CSR details unconsciously and may not remember the explicit detail, but they are more likely to include the brand in the consideration set evokedby positive attitudes trailing behind.

142 citations

Journal ArticleDOI
TL;DR: In this article, the authors examined the purchasing behavior for luxury fashion goods using the framework of the theory of planned behavior and found that subjective norm was the most important determinant of the purchasing intentions of Indian consumers, followed by attitude.
Abstract: Purpose Even though the Indian luxury market is predicted to grow as much as the Chinese one over the coming years, limited research has been conducted on luxury consumer behavior. The purpose of this study is to examine the purchasing behavior for luxury fashion goods using the framework of the theory of planned behavior. Design/methodology/approach A total of 257 respondents were included after distributing a structured questionnaire by surveying real luxury consumers in Delhi. Data were analyzed using structural equation modeling. Findings The results of the study indicated that subjective norm was the most important determinant of the purchasing intentions for luxury fashion goods, followed by attitude. Perceived behavioral control was not found to have a significant relationship with purchasing intentions, but it showed a strong positive relationship with actual purchasing behavior. Originality/value This study provides new theoretical insights regarding luxury consumer behavior in India. It explains the motivating factors behind purchasing intentions for luxury goods among Indian consumers. The findings of the study will provide great help to global luxury companies in formulating their penetration and expansion strategies in the Indian market.

100 citations

Journal ArticleDOI
TL;DR: In this article, the authors explored the little-known issue of the functions of packaging colours, specifically how colours help to capture consumers' attention and affect perceptions at the point of purchase.
Abstract: This paper explores the little-known issue of the functions of packaging colours, specifically how colours help to capture consumers' attention and affect perceptions at the point of purchase. By surveying colour-related research, the study makes a first attempt to highlight the multifarious nature and multiple functions of packaging colour. The study also develops a theoretical base and proposes a framework that incorporates the functions of packaging colours and their inter-relationships. By having this approach, the study contributes to the field in terms of summarizing the existing knowledge and pointing out gaps in knowledge and avenues for future research. In addition, the study highlights aspects for marketers and managers to consider in their attempts to develop brand identity. Copyright © 2014 John Wiley & Sons, Ltd.

88 citations