Technology is proving to be both an enabler and a disabler as far as meaningful and effective brand experience is concerned. As humankind continues to march towards an elusive and illusive utopia of technological advancement, the personal touch of the brand experience is fast becoming a thing of the past.
While it cannot be denied that the modern methods of marketing are leaving no stone unturned in ‘connecting’ with the customer, but, ironically enough, it is the ‘customer connect’ itself, which is getting lost in the process. Modern marketing, in general, and its digital avatar, in particular, are creating what can be called an ‘imaginary intimacy’ with the customer. The poor Alice-like customer is being led into a Wonderland of false promises. The clueless customer is being hoodwinked into believing that the gadget on his palm or his lap or his desk is the repository of remedies for all maladies.
The biggest demerit of the digital revolution in marketing is that it has reduced consumer behaviour to a set of split-second reflex actions. The ‘thinking consumer’ is an endangered species now. This is a casualty of phenomenal proportions, which the marketer will realize to his detriment in the long run.
http://effworks.co.uk/wp-content/uploads/2017/10/MEDIA_IN_FOCUS_FINAL_PDF_909.pdf)
eMarketer (2015), Advertisers Will Spend Nearly $600 Billion Worldwide in 2015, http://www.emarketer.com/Article/Advertisers-Will-Spend-Nearly-600-Billion-Worldwide2015/1011691 (accessed 01/24/18).
http://www.digitalvidya.com/blog/growth-of-digital-marketing-industry-in-india/accessed 24.08.19
Weber Shandwick (2012). The company behind the brand: in reputation we trust [pdf] Available at: http://www.webershandwick.com/uploads/news/files/InRepWeTrust_ExecutiveSummary.pdf [Accessed 22.01.18]
Karakaya, F. & Barnese, N.G. (2010). Impact of online reviews of customer care experience on brand or company selection. Journal of Consumer marketing. 27(5), pp-447-457
Moran, G., Muzellec, L. & Nolan, E. (2014). Consumer Moments of Truth in the Digital Context: How ‘Search’ and ‘E-Word of Mouth’ can Fuel Consumer Decision Making, Journal of Advertising Research, 54(2), pp 200-204
Dinner, Isaac M., Van Heerde, Harald J., and Neslin, Scott A. (2014), “Driving Online and Offline Sales: The Cross-Channel Effects of Traditional, Online Display, and Paid Search Advertising,” Journal of Marketing Research, 51 (5), 527-545
Lovett, Mitchell J., Peres, Renana, and Shachar, Ron (2013), “On brands and Word of Mouth,”Journal of Marketing Research, 50 (4), 427-444.
Eisingerich, Andreas B., Chun, HaeEun, Liu, Yeyi, Jia, He, and Bell, Simon J. (2015), “Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth,” Journal of Consumer Psychology, 25(1), 120-128.
de Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91.
Dholakia, U. M., & Durham, E. (2010). One café chain’s Facebook experiment. Harvard Business Review, 88(3), 26.
Pearson S. 1996. Building Brands Directly: Creating Business Value from Customer Relationships New York University Press New York NY.
Danaher P.J. Wilson I.W. and Davis R.A. 2003. Comparison of online and offline consumer brand loyalty Marketing Science. 22(4): 461-476.
[Ward M. and Lee M. 2000. Internet shopping, consumer search and product branding Journal of Product and Brand Management. 9(1):6-20.
Rowley J. 2004b. Online branding: the case of McDonald’s British Food Journal. 106(3): 228-237.
Fernandes, L., Rai, D.& Shetty, A.(2017). Analysis of Insternet Branding Strategies. International Journal of Latest Trends in Engineering and Technology Special Issue SACAIM 2017, pp.387-390
Online branding: Building powerful brands through online social media networks.. Available from: https://www.researchgate.net/publication/316037306_Online_branding_Building_powerful_brands_through_online_social_media_networks [accessed Oct 15 2019].
https://www.prophet.com/thinking/2014/09/the-10-most-common-branding-challenges/
| Periodicity | Biannually |
| Issue-1 | May |
| Issue-2 | November |
| ISSN Print | 2321-2217 |
| ISSN Online | 2321-2225 |
| RNI No. | CHAENG/2013/50088 |
Publisher's policy of the journal at Sherpa UK for the submitted, accepted, and published articles. Click OAPolicy
Plan-S ComplianceTo check compliance, one has to use the Journal Check Tool (JCT). This tool provided by cOAlition S (European funders) for the researchers (fundee) to check the compliance with the journal.
Recommend journal to your libraryYou can recommend the journal being a researcher or faculty member to your library. We will post a copy of the Journal to your library on your behalf at free of cost.
Click here: Recommend Journal
The authors are encouraged to submit the author’s copy (preprint) to appropriate preprint archives e.g. https://arxiv.org and/or on https://indiarxiv.org or institutional repositories (e.g., D Space) before paper acceptance by the editor of Journal. After publications of the paper author(s) should mention the citation information, title and abstract along with DOI number of the publication carefully on the required page of the depository(ies).
Contact: Phone: +91-172-2741000, +91-172-4691800
Email : editor.tmg@chitkara.edu.in;
This work is licensed under a Creative Commons Attribution 4.0 International License.
View Legal Code of the above-mentioned license, https://creativecommons.org/licenses/by/4.0/legalcode
View Licence Deed here https://creativecommons.org/licenses/by/4.0/
Journal of Technology Management for Growing Economies by Chitkara University Publications is licensed under a Creative Commons Attribution 4.0 International License.
Based on a work at https://tmg.chitkara.edu.in/
Chandigarh-Patiala National Highway, Punjab 140 401
Chandigarh Information Center SCO 160-161, Sector 9-C, Chandigarh 160 009
