Vol. 12 No. 4 (2013): USHUS-Journal of Management

Published: 2021-08-30

Editorial

Editorial

Hanuman Kennedy

v-vi
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Articles

Measuring ‘Brand Love’ : Understanding the Attitude of Millennials towards Select Brands

Garima Malik, Abhinav Guptha

1-30
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Family Decision-Making in the Indian Hinterland: Lessons for the Marketers

Sadaf Siraj

31-50
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Fast Moving Consumer Goods Industry in Rural Market of India: A Case of Mutual Reinvigoration

Brajesh Kumar, Mintu Gogoi

51-65
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The Role of Front Line Service Employee in Select Service Industries in India

Ritu Srivastava

67-82
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Sports Sponsorship Development Company: Image and Creating Competitive Advantage

Mokhalles M Mehdi

83-99
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A Study on Identification of Consumer Groups buying at Apparel Retail Store: A Cluster Analysis

Manikandan M K M

101-114
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Unwrapping the Cosmetic Package: A Discriminant Analysis Approach

Suraj Kushe Shekhar, Raveendran P T, Rehin K R

115-129
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flipkart.com’s Strategy on Amazon.com’s Entry into India :A Case Study

Padmanabh B

131-143
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