saloni diwan - Academia.edu (original) (raw)

Papers by saloni diwan

Research paper thumbnail of Measuring corporate citizenship and public image: evidence from scale development and validation

Social Responsibility Journal, Jan 22, 2024

Research paper thumbnail of Measuring brand positioning effectiveness of car brands using triangular approach

SN Business & Economics, Apr 27, 2022

Research paper thumbnail of Children influence on family purchase decisions across product categories

SN Business & Economics

Research paper thumbnail of Green Marketing: A New Paradigm of Marketing in the Automobile Industry

Prabandhan: Indian Journal of Management, 2011

In recent years, collective voices around the world to protect the ‘Planet Earth’ have become lou... more In recent years, collective voices around the world to protect the ‘Planet Earth’ have become louder. The issues like depletion of natural resources, increasing environmental pollution and level of green house gases, deforestation in tropical areas, hole in ozone layer and global warming have attracted the attention of every government, business houses, non-government organizations and individuals. The concern about the environment has invited green movement worldwide. This green movement has necessitated green marketing practices, which aim at those business practices those do not adversely affect the environment. The present paper investigates the driving forces behind green marketing and the green marketing practices followed by the automobile industry. The study has brought out that the main approaches used by automobile industry are 3R (reduce, reuse and recycle), development of more energy efficient, environment-friendly products and natural resource conservation.

Research paper thumbnail of Development of empirically based customer-derived positioning typology in the automobile industry

Journal of Strategic Marketing, 2011

... DOI: 10.1080/0965254X.2011.586716 Saloni Pawan Diwan a * & BS Bodla a pages 531-550. Avai... more ... DOI: 10.1080/0965254X.2011.586716 Saloni Pawan Diwan a * & BS Bodla a pages 531-550. Available online: 25 Oct 2011. ...

Research paper thumbnail of Brand Positioning:The Unbeatable Weapon in Present Marketing Scenario

Indian Journal of Marketing, 2009

Over the decades, the sea change in the attitudes and lifestyles of people provided various big i... more Over the decades, the sea change in the attitudes and lifestyles of people provided various big ideas to marketers, which can be nurtured out of changing social needs, desires and values of the target customers. These innovative ideas resulted in reshaping the thinking of marketers by first identifying and understanding the needs and expectations of the target group and then to come up with suitable products. In the present scenario, the innovations are taking place rapidly but even the best demanded brands are not sure regarding their survival because the innovations are difficult to develop and easy to copy. So, the marketers are continuously seeking the distinct positions for their brands in the minds of customers and hence brand positioning has emerged as the most challenging job in today's mature and overcrowded markets. It aims at imprinting a differentiated image of the brand in the minds of the prospective customers. According to Charles Mittelstadt, "Positioning re...

Research paper thumbnail of Development of an empirical framework of customer loyalty in the mobile telecommunications sector

Journal of Strategic Marketing

Research paper thumbnail of Modelling customer satisfaction and customer loyalty in the frame of telecommunications industry: a review

EuroMed J. of Management

The purpose of this paper is to review the existing literature on the modelling of customer satis... more The purpose of this paper is to review the existing literature on the modelling of customer satisfaction and loyalty determinants in the context of the telecommunications industry. The available literature on the development and treatment of various models of customer satisfaction and customer loyalty in the context of Telecom service sector is reviewed systematically. This allowed us to compare the findings from different studies carried out in different geographies on this subject. The review provides underlying patterns of relationships and interplays between customer satisfaction, customer loyalty and their influencing factors. The paper vividly examines the areas wherein the reviewed studies taken from varied geographical areas of the world stand in consensus with each other and the areas wherein they differ in opinion. Such understanding is relevant for academicians and researchers for furthering the work in this field. The insights into the previous studies, considered for this paper, are discussed and suggestions for future research are provided which paves the way of further empirical analysis of the insights thus brought to surface by this paper.

Research paper thumbnail of Identifying the congruence among the presumed, communicated and perceived brand positioning strategies of Indian automobile brands

Journal of Business Studies

The incidence of congruence among presumed, communicated and perceived positioning strategies off... more The incidence of congruence among presumed, communicated and perceived positioning strategies off our Indian car brands (WagonR, Santro, Spark and Figo) is examined. The triangulation research methodology (pilot survey, secondary data and content analysis) is applied to examine the three populations (expert views, advertising strategies and consumer perceptions) considered in the study. The results reveal the popularity of two positioning strategies i.e. "Visual Artistic" and "Basic Features" in case of three car brands whereas Figo stands on the positioning of "Cost and Finance." Regarding the congruence among experts' presumed strategies and the communication tactics employed by selected car brands, it is observed that all the communicated strategies are not presumed and thus ambiguities prevail in the process. This paper also calls the corporate attention to the fact that even positioning strategies perceived by the customers are not presumed by experts and hence there is need to reassess the brand positioning strategies to curtail these ambiguities. However, the positioning activities highlighted in communications are successfully recognized by the target customers to some extent. The paper concludes with the discussion on managerial implications and limitations.

Research paper thumbnail of Measuring corporate citizenship and public image: evidence from scale development and validation

Social Responsibility Journal, Jan 22, 2024

Research paper thumbnail of Measuring brand positioning effectiveness of car brands using triangular approach

SN Business & Economics, Apr 27, 2022

Research paper thumbnail of Children influence on family purchase decisions across product categories

SN Business & Economics

Research paper thumbnail of Green Marketing: A New Paradigm of Marketing in the Automobile Industry

Prabandhan: Indian Journal of Management, 2011

In recent years, collective voices around the world to protect the ‘Planet Earth’ have become lou... more In recent years, collective voices around the world to protect the ‘Planet Earth’ have become louder. The issues like depletion of natural resources, increasing environmental pollution and level of green house gases, deforestation in tropical areas, hole in ozone layer and global warming have attracted the attention of every government, business houses, non-government organizations and individuals. The concern about the environment has invited green movement worldwide. This green movement has necessitated green marketing practices, which aim at those business practices those do not adversely affect the environment. The present paper investigates the driving forces behind green marketing and the green marketing practices followed by the automobile industry. The study has brought out that the main approaches used by automobile industry are 3R (reduce, reuse and recycle), development of more energy efficient, environment-friendly products and natural resource conservation.

Research paper thumbnail of Development of empirically based customer-derived positioning typology in the automobile industry

Journal of Strategic Marketing, 2011

... DOI: 10.1080/0965254X.2011.586716 Saloni Pawan Diwan a * & BS Bodla a pages 531-550. Avai... more ... DOI: 10.1080/0965254X.2011.586716 Saloni Pawan Diwan a * & BS Bodla a pages 531-550. Available online: 25 Oct 2011. ...

Research paper thumbnail of Brand Positioning:The Unbeatable Weapon in Present Marketing Scenario

Indian Journal of Marketing, 2009

Over the decades, the sea change in the attitudes and lifestyles of people provided various big i... more Over the decades, the sea change in the attitudes and lifestyles of people provided various big ideas to marketers, which can be nurtured out of changing social needs, desires and values of the target customers. These innovative ideas resulted in reshaping the thinking of marketers by first identifying and understanding the needs and expectations of the target group and then to come up with suitable products. In the present scenario, the innovations are taking place rapidly but even the best demanded brands are not sure regarding their survival because the innovations are difficult to develop and easy to copy. So, the marketers are continuously seeking the distinct positions for their brands in the minds of customers and hence brand positioning has emerged as the most challenging job in today's mature and overcrowded markets. It aims at imprinting a differentiated image of the brand in the minds of the prospective customers. According to Charles Mittelstadt, "Positioning re...

Research paper thumbnail of Development of an empirical framework of customer loyalty in the mobile telecommunications sector

Journal of Strategic Marketing

Research paper thumbnail of Modelling customer satisfaction and customer loyalty in the frame of telecommunications industry: a review

EuroMed J. of Management

The purpose of this paper is to review the existing literature on the modelling of customer satis... more The purpose of this paper is to review the existing literature on the modelling of customer satisfaction and loyalty determinants in the context of the telecommunications industry. The available literature on the development and treatment of various models of customer satisfaction and customer loyalty in the context of Telecom service sector is reviewed systematically. This allowed us to compare the findings from different studies carried out in different geographies on this subject. The review provides underlying patterns of relationships and interplays between customer satisfaction, customer loyalty and their influencing factors. The paper vividly examines the areas wherein the reviewed studies taken from varied geographical areas of the world stand in consensus with each other and the areas wherein they differ in opinion. Such understanding is relevant for academicians and researchers for furthering the work in this field. The insights into the previous studies, considered for this paper, are discussed and suggestions for future research are provided which paves the way of further empirical analysis of the insights thus brought to surface by this paper.

Research paper thumbnail of Identifying the congruence among the presumed, communicated and perceived brand positioning strategies of Indian automobile brands

Journal of Business Studies

The incidence of congruence among presumed, communicated and perceived positioning strategies off... more The incidence of congruence among presumed, communicated and perceived positioning strategies off our Indian car brands (WagonR, Santro, Spark and Figo) is examined. The triangulation research methodology (pilot survey, secondary data and content analysis) is applied to examine the three populations (expert views, advertising strategies and consumer perceptions) considered in the study. The results reveal the popularity of two positioning strategies i.e. "Visual Artistic" and "Basic Features" in case of three car brands whereas Figo stands on the positioning of "Cost and Finance." Regarding the congruence among experts' presumed strategies and the communication tactics employed by selected car brands, it is observed that all the communicated strategies are not presumed and thus ambiguities prevail in the process. This paper also calls the corporate attention to the fact that even positioning strategies perceived by the customers are not presumed by experts and hence there is need to reassess the brand positioning strategies to curtail these ambiguities. However, the positioning activities highlighted in communications are successfully recognized by the target customers to some extent. The paper concludes with the discussion on managerial implications and limitations.