Tag Archives: branding

Academic research avenues in Brand Communities

Brand community is the term which I am living with for the last three years. It simply means a group of people who are connected to a brand, irrespective of whether they have purchased it or not. In earlier times, brand communities were formed in offline world which required gathering of brand enthusiasts at a… Continue reading »

Brand associations with festivals on Social Media

Brand associations with festivals on Social Media

Festivals are a good time for brands to generate some engagement on social media. I won’t feel shy to share my opinion that some brands literally wait for festivals to share a visually appealing image and hope for the engagement through it. The next few months in India would be full of festivals, starting with… Continue reading »

How leading management institutes in India are using Facebook

How leading management institutes in India are using Facebook

Kalpana Chauhan and I recently presented a research paper at International Conference in Marketing organized by IIM – Lucknow. The focus of paper was to understand content strategy on Facebook pages of some of the leading management institutions in India. We analyzed firm generated content of four institutions’ Facebook pages – IMT Ghaziabad, IIM-Calcutta, MDI-Gurgaon & XLRI-Jamshedpur…. Continue reading »