rambabu lavuri | Institute of Public Enterprise,Hyderabad (original) (raw)

Papers by rambabu lavuri

Research paper thumbnail of Integration of Industry 4.0 for a Smart and Sustainable Future of the Healthcare Sector in the Post-COVID Era

Indonesian Journal of Sustainability Accounting and Management

The COVID-19 pandemic has result in unprecedented challenges for the manufacturing and service se... more The COVID-19 pandemic has result in unprecedented challenges for the manufacturing and service sectors. Further, it has also tremendously affected the global healthcare sector, which is seen in the surge of demand in personal protective equipment, ventilators, masks, medicines, etc. Furthermore, according to Menear (2020), the world population is projected to be at least 8.5 billion people by 2050, including a much higher elderly population. This calls for an urgent, critical evaluation and upgrade of the healthcare sector. In this regard, an implementation of Industry 4.0 (I4.0) technologies is proposed to fulfill the sector’s current and future needs. A detailed and systematic review has been conducted using PRISMA, which highlights the various I4.0 technologies for the early detection, control, and management of the healthcare supply chain. Finally, it is imperative that I4.0 be properly implemented for better management of the global healthcare sector. The study also highlights ...

Research paper thumbnail of Extrinsic and intrinsic motives: panic buying and impulsive buying during a pandemic

International Journal of Retail & Distribution Management

PurposeThe present study operationalizes and tests the impact of extrinsic (store environment, pr... more PurposeThe present study operationalizes and tests the impact of extrinsic (store environment, promotional activities) and intrinsic (hedonism, materialism) variables on impulsive buying during the COVID-19 period. It also considers the dual-factor approach (panic and impulsive buying tendency) using the “Stimulus-Organism-Response” approach and “Dual-Factor Theory”.Design/methodology/approachPurposive sampling was used to obtain data from 362 responses from retail shoppers and analyzed by path analysis. The moderation of novel constructs (scarcity and COVID-19 pandemic) examines the backdrop of retail impulse shopping.FindingsThe store environment has a detrimental effect on panic and impulsive buying. Promotional activities have a beneficial effect on impulsive buying tendency. Similarly, hedonism and materialism have a substantial positive effect on panic and impulsive buying tendencies. Between stimulus (intrinsic and extrinsic) and response variables, organism factors (panic an...

Research paper thumbnail of Intrinsic motivations affecting millennial mobile impulsive shopping in emerging markets during the COVID-19 pandemic

Asia Pacific Journal of Marketing and Logistics

PurposeThis study examines intrinsic motivations and antecedents that affect millennial mobile im... more PurposeThis study examines intrinsic motivations and antecedents that affect millennial mobile impulsive shopping in markets with the technology acceptance model (TAM) during the COVID-19 pandemic.Design/methodology/approachThe study has been conducted by collecting data from 367 regular mobile shopping millennials, which was analyzed by structural equation modeling.FindingsThe findings reported that the perceived ease of use correlates positively with perceived usefulness. Similarly, perceived ease of use, usefulness, perceived utilitarian value and hedonic value significantly impacts shoppers' trust and attitude toward impulsive mobile shopping. Perceived trust was found to exhibit a positive association with mobile shopping. Finally, perceived usefulness, ease of use, utilitarian value, hedonic value, trust and attitude significantly positively impacted millennials' impulsive mobile shopping.Practical implicationsThis study's results will help e-retailers establish no...

Research paper thumbnail of Exploring the Impact of Gamification Elements in Brand Apps on the Purchase Intention of Consumers

Journal of Global Information Management

The purpose of this manuscript is to understand how the elements of the game apps impact the inte... more The purpose of this manuscript is to understand how the elements of the game apps impact the intention of purchase of a consumer with the mediating effect of perceived enjoyment, hedonic value, and social interaction to derive benefits designed in terms of marketing strategies. Quantitative data obtained from the non-probability sampling via a standardized questionnaire in the design of exploratory analysis was done to examine the effect of gamification on behaviour intention by adopting mechanic-dynamics-aesthetics (MDA) framework. The findings of the research indicated that fun as a sub-element of mobile gamification can significantly affect social interaction, and storytelling has a significant impact on perceived enjoyment. The study identifies perceived enjoyment as an important antecedent of consumer intention to involve gamification. This provides managers and developers to focus on dynamics, mechanics, and proper feedback systems with the emergence of new technologies.

Research paper thumbnail of Exploring the sustainable consumption behavior in emerging countries: The role of pro‐environmental self‐identity, attitude, and environmental protection emotion

Business Strategy and the Environment

Research paper thumbnail of Purchase intention of organic foods: are lifestyles of health and sustainability the reason for my purchase decision?

Asia Pacific Journal of Marketing and Logistics

PurposeThe purpose of this study is to examine the impact of scarcity and the Lifestyles of Healt... more PurposeThe purpose of this study is to examine the impact of scarcity and the Lifestyles of Health and Sustainability (LOHAS) consumption tendency on the purchase intention of organic foods. The study used the protection motivation theory and the stimulus-organism-response theory to understand the impact of comparatively new variables like “perceived scarcity” and “perceived consumer effectiveness” (PCE) on the consumer's organic food purchase intentions.Design/methodology/approachThe study is using structural equation modeling with 402 organic food consumers. The participants are regular consumers who bought organic food from specialized shops and supermarkets in the previous few months. The data has been collected at organic food specialized shops and supermarkets that sell organic foods.FindingsThe results showed that LOHAS consumption tendency (LCT), scarcity and PCE positively affect attitude. Similarly, LCT and PCE direct affect trust. Scarcity and PCE directly positive im...

Research paper thumbnail of Organic green purchasing: Moderation of environmental protection emotion and price sensitivity

Journal of Cleaner Production

Research paper thumbnail of Stress management strategies and employees performance: A study

International Journal of Humanities and Social Science Research, Nov 1, 2018

Research paper thumbnail of Customer Satisfaction

Research paper thumbnail of Determinants of Customer-Based Brand Equity in Banking Sector– a Study

Now a day's many of the financial institutions and banking sector are using strategic brandin... more Now a day's many of the financial institutions and banking sector are using strategic branding for capturing customer attention in long run, so Banks must adopt various types of strategic planning towards develop a positive perception in the minds of customers. For that, developing and implementing customer centric strategies, banks need to provide a consistent strategic brand experience to prevent customer from switch out to other competitive banks. In order to understand customer perception towards banking sector, there is a need to understand customer based brand equity and its major determents. The current research paper deals to identify the various determinants of customer-based brand equity in the banking sector. For this purpose, a structured questionnaire was developed and a sample of 140 respondents was taken from the banks customer of Hyderabad only, and tested by the correlation analysis and multiple regression by using SPSS 20.0 Version. Correlation analysis was con...

Research paper thumbnail of Job Related Stress on Employees Performance: A Comparative Study of Public Bank and Private Bank

American Research Journal of Business and Management, 2018

Background: In the competitive world every employees having stress towards their respective jobs,... more Background: In the competitive world every employees having stress towards their respective jobs, in the banking industries employees facing job related stress to aching their task. This paper analysed that impact of job related stress on employees job performance in selected public bank and private bank in Hyderabad city. Objectives: The purpose of the present study was to evaluate the causes and consequences of job stress, impact of coping strategies, job satisfaction and job performance of employees in selected public bank and private bank. Method: The study reported responses of 148 employees from public bank and private bank of Hyderabad. The Census method was adopted in the collection of data from individual employees responses and tested by chisquare, correlation and independent t-sample test used with help of SPSS 20.0 Version. Findings: The results indicated that there was a strong association of job related stress on employees performance, and there is a significance differences of these factors in selected public bank and private bank. Conclusion: According through employees opinions, coping strategies like individual and organisational strategies are the best suitable solution to overcome the job stress in employees performance.

Research paper thumbnail of Exploring the antecedents of sustainable consumers' purchase intentions: Evidence from emerging countries

Research paper thumbnail of How perceived utilitarian and hedonic value influence online impulse shopping in India? Moderating role of perceived trust and perceived risk

International Journal of Quality and Service Sciences

Purpose The study aims to explore the impact of perceived utilitarian and hedonic value (PHV) on ... more Purpose The study aims to explore the impact of perceived utilitarian and hedonic value (PHV) on shopper attitude and impulsive online purchasing using the technology acceptance model’s moderating role of perceived trust and risk. Design/methodology/approach Convenience sampling was used to collect primary data from 408 Indian online shoppers, and structural equation modeling was used to analyze the data. Findings The results indicated that cognitive absorption improved perceived usefulness (PU) and ease of use. Similarly, perceived ease of use influenced PU and PHV significantly. PU influenced utilitarian value positively. Perceived hedonic and utilitarian values significantly influenced attitude, and shoppers’ online buying attitudes strongly impacted impulsive online shopping. Finally, the trust had shown to substantially moderate shoppers’ attitudes toward impulsive online buying, whereas perceived risk had no such effect. Practical implications This research reveals a high degr...

Research paper thumbnail of Impact of spirituality on the conspicuous consumption of fashion consumers of generation Z: moderating role of dispositional positive emotions

International Journal of Emerging Markets, Sep 8, 2022

Research paper thumbnail of Green sustainability: factors fostering and behavioural difference between Millennial and Gen Z: mediating role of green purchase intention

Research paper thumbnail of Evaluating the Factors that Influence on Rural to Urban Migration

The study covers the rural villages people, who are coming from the rural area to urban. The pres... more The study covers the rural villages people, who are coming from the rural area to urban. The present study was an attempt to identify the factors influence on migrants in the rural area. The respondents are taken from Hyderabad city, because of many of people migrants from rural, with sample size 110 respondents and tested by percentages, ANOVA, multiple regressions and Factor analysis. The results of the study shown that major factors like pull and push drivers have an impact on migrants' respondents whereas decision was taken by family members and individually shown positive impact on migrants.

Research paper thumbnail of Determinants of Customer Based Brand Equity: A Study of Public and Private Banks

Now a day's many of the financial institutions and banking sector are using strategic brandin... more Now a day's many of the financial institutions and banking sector are using strategic branding for capturing customer attention in long run, so Banks must adopt various types of strategic planning towards develop a positive perception in the minds of customers. For that, developing and implementing customer centric strategies, banks need to provide a consistent strategic brand experience to prevent customer from switch out to other competitive banks. In order to understand customer perception towards banking sector, there is a need to understand customer based brand equity and its major determents. The current research paper deals to identify the various determinants of customer-based brand equity in the banking sector. For this purpose, a structured questionnaire was developed and a sample of 162 respondents was taken from the banks customer of Hyderabad only, and tested by the correlation analysis and multiple regression, Factor Analysis and Independent sample ttest by using S...

Research paper thumbnail of TV Advertisements: Assessing the Moderating Effect of Children's Pester Power on Parents Purchase Decision

Journal of Promotion Management

Research paper thumbnail of A Study on E-Banking Service Quality and Customer Satisfaction

International Journal of Research, 2018

The paper studied that E-banking service quality on customer satisfaction and also it evaluates m... more The paper studied that E-banking service quality on customer satisfaction and also it evaluates major EBSQ factors like Reliability, Responsiveness , Tangibility , Empathy and Accuracy on customers satisfaction. Moreover , the paper also aims to understand the correlation between respected factors towards customer satisfaction. For that a structure questionnaire was used to measure the consumer satisfaction, with sample size 427 respondents and tested via descriptive statistics , percentages ANOVAs, Correlations and Multiple regressions. For conducting customers survey likert scale based questionnaire was developed. Collecting data was analysed using principle component using SPSS 20.0. The results of the ANOVA showed that there is a significant different with EBSQ and demographical variables, and Customer satisfaction, and followed with correlation results showed that there is a strong correlation between EBSQ and Customer satisfaction and Age in years and Multiple regression res...

Research paper thumbnail of Determination of Brand Loyalty and Consumer Purchase Behaviour: A Study

American Research Journal of Business and Management, 2019

Shoppers purchase decision toward the Barnd loyalty refers the non-stop buy of the products or of... more Shoppers purchase decision toward the Barnd loyalty refers the non-stop buy of the products or offerings from the identical agency in area of a opportunity services or products from a competitor. Shoppers purchase decision is the identification of a particular Brand inside the thoughts of the client and it has a significant effect on a Brand. the client belief does now not always have very much effect at the real overall performance of the product; while it is based totally at the modern-day-day recognition of Brand and product image with admire to the understanding of the customers. The customers belief is the method of influence of the Brand, statistics approximately the Brand which can result in transformation of Brand into Brand loyalty. The consumers decision inside the course of brand loyalty of the fmcg product is analyzed recognition, knowledge, Brand Awareness, chance aversion to trade the Brand, pleasure and Brand believe of the customers.

Research paper thumbnail of Integration of Industry 4.0 for a Smart and Sustainable Future of the Healthcare Sector in the Post-COVID Era

Indonesian Journal of Sustainability Accounting and Management

The COVID-19 pandemic has result in unprecedented challenges for the manufacturing and service se... more The COVID-19 pandemic has result in unprecedented challenges for the manufacturing and service sectors. Further, it has also tremendously affected the global healthcare sector, which is seen in the surge of demand in personal protective equipment, ventilators, masks, medicines, etc. Furthermore, according to Menear (2020), the world population is projected to be at least 8.5 billion people by 2050, including a much higher elderly population. This calls for an urgent, critical evaluation and upgrade of the healthcare sector. In this regard, an implementation of Industry 4.0 (I4.0) technologies is proposed to fulfill the sector’s current and future needs. A detailed and systematic review has been conducted using PRISMA, which highlights the various I4.0 technologies for the early detection, control, and management of the healthcare supply chain. Finally, it is imperative that I4.0 be properly implemented for better management of the global healthcare sector. The study also highlights ...

Research paper thumbnail of Extrinsic and intrinsic motives: panic buying and impulsive buying during a pandemic

International Journal of Retail & Distribution Management

PurposeThe present study operationalizes and tests the impact of extrinsic (store environment, pr... more PurposeThe present study operationalizes and tests the impact of extrinsic (store environment, promotional activities) and intrinsic (hedonism, materialism) variables on impulsive buying during the COVID-19 period. It also considers the dual-factor approach (panic and impulsive buying tendency) using the “Stimulus-Organism-Response” approach and “Dual-Factor Theory”.Design/methodology/approachPurposive sampling was used to obtain data from 362 responses from retail shoppers and analyzed by path analysis. The moderation of novel constructs (scarcity and COVID-19 pandemic) examines the backdrop of retail impulse shopping.FindingsThe store environment has a detrimental effect on panic and impulsive buying. Promotional activities have a beneficial effect on impulsive buying tendency. Similarly, hedonism and materialism have a substantial positive effect on panic and impulsive buying tendencies. Between stimulus (intrinsic and extrinsic) and response variables, organism factors (panic an...

Research paper thumbnail of Intrinsic motivations affecting millennial mobile impulsive shopping in emerging markets during the COVID-19 pandemic

Asia Pacific Journal of Marketing and Logistics

PurposeThis study examines intrinsic motivations and antecedents that affect millennial mobile im... more PurposeThis study examines intrinsic motivations and antecedents that affect millennial mobile impulsive shopping in markets with the technology acceptance model (TAM) during the COVID-19 pandemic.Design/methodology/approachThe study has been conducted by collecting data from 367 regular mobile shopping millennials, which was analyzed by structural equation modeling.FindingsThe findings reported that the perceived ease of use correlates positively with perceived usefulness. Similarly, perceived ease of use, usefulness, perceived utilitarian value and hedonic value significantly impacts shoppers' trust and attitude toward impulsive mobile shopping. Perceived trust was found to exhibit a positive association with mobile shopping. Finally, perceived usefulness, ease of use, utilitarian value, hedonic value, trust and attitude significantly positively impacted millennials' impulsive mobile shopping.Practical implicationsThis study's results will help e-retailers establish no...

Research paper thumbnail of Exploring the Impact of Gamification Elements in Brand Apps on the Purchase Intention of Consumers

Journal of Global Information Management

The purpose of this manuscript is to understand how the elements of the game apps impact the inte... more The purpose of this manuscript is to understand how the elements of the game apps impact the intention of purchase of a consumer with the mediating effect of perceived enjoyment, hedonic value, and social interaction to derive benefits designed in terms of marketing strategies. Quantitative data obtained from the non-probability sampling via a standardized questionnaire in the design of exploratory analysis was done to examine the effect of gamification on behaviour intention by adopting mechanic-dynamics-aesthetics (MDA) framework. The findings of the research indicated that fun as a sub-element of mobile gamification can significantly affect social interaction, and storytelling has a significant impact on perceived enjoyment. The study identifies perceived enjoyment as an important antecedent of consumer intention to involve gamification. This provides managers and developers to focus on dynamics, mechanics, and proper feedback systems with the emergence of new technologies.

Research paper thumbnail of Exploring the sustainable consumption behavior in emerging countries: The role of pro‐environmental self‐identity, attitude, and environmental protection emotion

Business Strategy and the Environment

Research paper thumbnail of Purchase intention of organic foods: are lifestyles of health and sustainability the reason for my purchase decision?

Asia Pacific Journal of Marketing and Logistics

PurposeThe purpose of this study is to examine the impact of scarcity and the Lifestyles of Healt... more PurposeThe purpose of this study is to examine the impact of scarcity and the Lifestyles of Health and Sustainability (LOHAS) consumption tendency on the purchase intention of organic foods. The study used the protection motivation theory and the stimulus-organism-response theory to understand the impact of comparatively new variables like “perceived scarcity” and “perceived consumer effectiveness” (PCE) on the consumer's organic food purchase intentions.Design/methodology/approachThe study is using structural equation modeling with 402 organic food consumers. The participants are regular consumers who bought organic food from specialized shops and supermarkets in the previous few months. The data has been collected at organic food specialized shops and supermarkets that sell organic foods.FindingsThe results showed that LOHAS consumption tendency (LCT), scarcity and PCE positively affect attitude. Similarly, LCT and PCE direct affect trust. Scarcity and PCE directly positive im...

Research paper thumbnail of Organic green purchasing: Moderation of environmental protection emotion and price sensitivity

Journal of Cleaner Production

Research paper thumbnail of Stress management strategies and employees performance: A study

International Journal of Humanities and Social Science Research, Nov 1, 2018

Research paper thumbnail of Customer Satisfaction

Research paper thumbnail of Determinants of Customer-Based Brand Equity in Banking Sector– a Study

Now a day's many of the financial institutions and banking sector are using strategic brandin... more Now a day's many of the financial institutions and banking sector are using strategic branding for capturing customer attention in long run, so Banks must adopt various types of strategic planning towards develop a positive perception in the minds of customers. For that, developing and implementing customer centric strategies, banks need to provide a consistent strategic brand experience to prevent customer from switch out to other competitive banks. In order to understand customer perception towards banking sector, there is a need to understand customer based brand equity and its major determents. The current research paper deals to identify the various determinants of customer-based brand equity in the banking sector. For this purpose, a structured questionnaire was developed and a sample of 140 respondents was taken from the banks customer of Hyderabad only, and tested by the correlation analysis and multiple regression by using SPSS 20.0 Version. Correlation analysis was con...

Research paper thumbnail of Job Related Stress on Employees Performance: A Comparative Study of Public Bank and Private Bank

American Research Journal of Business and Management, 2018

Background: In the competitive world every employees having stress towards their respective jobs,... more Background: In the competitive world every employees having stress towards their respective jobs, in the banking industries employees facing job related stress to aching their task. This paper analysed that impact of job related stress on employees job performance in selected public bank and private bank in Hyderabad city. Objectives: The purpose of the present study was to evaluate the causes and consequences of job stress, impact of coping strategies, job satisfaction and job performance of employees in selected public bank and private bank. Method: The study reported responses of 148 employees from public bank and private bank of Hyderabad. The Census method was adopted in the collection of data from individual employees responses and tested by chisquare, correlation and independent t-sample test used with help of SPSS 20.0 Version. Findings: The results indicated that there was a strong association of job related stress on employees performance, and there is a significance differences of these factors in selected public bank and private bank. Conclusion: According through employees opinions, coping strategies like individual and organisational strategies are the best suitable solution to overcome the job stress in employees performance.

Research paper thumbnail of Exploring the antecedents of sustainable consumers' purchase intentions: Evidence from emerging countries

Research paper thumbnail of How perceived utilitarian and hedonic value influence online impulse shopping in India? Moderating role of perceived trust and perceived risk

International Journal of Quality and Service Sciences

Purpose The study aims to explore the impact of perceived utilitarian and hedonic value (PHV) on ... more Purpose The study aims to explore the impact of perceived utilitarian and hedonic value (PHV) on shopper attitude and impulsive online purchasing using the technology acceptance model’s moderating role of perceived trust and risk. Design/methodology/approach Convenience sampling was used to collect primary data from 408 Indian online shoppers, and structural equation modeling was used to analyze the data. Findings The results indicated that cognitive absorption improved perceived usefulness (PU) and ease of use. Similarly, perceived ease of use influenced PU and PHV significantly. PU influenced utilitarian value positively. Perceived hedonic and utilitarian values significantly influenced attitude, and shoppers’ online buying attitudes strongly impacted impulsive online shopping. Finally, the trust had shown to substantially moderate shoppers’ attitudes toward impulsive online buying, whereas perceived risk had no such effect. Practical implications This research reveals a high degr...

Research paper thumbnail of Impact of spirituality on the conspicuous consumption of fashion consumers of generation Z: moderating role of dispositional positive emotions

International Journal of Emerging Markets, Sep 8, 2022

Research paper thumbnail of Green sustainability: factors fostering and behavioural difference between Millennial and Gen Z: mediating role of green purchase intention

Research paper thumbnail of Evaluating the Factors that Influence on Rural to Urban Migration

The study covers the rural villages people, who are coming from the rural area to urban. The pres... more The study covers the rural villages people, who are coming from the rural area to urban. The present study was an attempt to identify the factors influence on migrants in the rural area. The respondents are taken from Hyderabad city, because of many of people migrants from rural, with sample size 110 respondents and tested by percentages, ANOVA, multiple regressions and Factor analysis. The results of the study shown that major factors like pull and push drivers have an impact on migrants' respondents whereas decision was taken by family members and individually shown positive impact on migrants.

Research paper thumbnail of Determinants of Customer Based Brand Equity: A Study of Public and Private Banks

Now a day's many of the financial institutions and banking sector are using strategic brandin... more Now a day's many of the financial institutions and banking sector are using strategic branding for capturing customer attention in long run, so Banks must adopt various types of strategic planning towards develop a positive perception in the minds of customers. For that, developing and implementing customer centric strategies, banks need to provide a consistent strategic brand experience to prevent customer from switch out to other competitive banks. In order to understand customer perception towards banking sector, there is a need to understand customer based brand equity and its major determents. The current research paper deals to identify the various determinants of customer-based brand equity in the banking sector. For this purpose, a structured questionnaire was developed and a sample of 162 respondents was taken from the banks customer of Hyderabad only, and tested by the correlation analysis and multiple regression, Factor Analysis and Independent sample ttest by using S...

Research paper thumbnail of TV Advertisements: Assessing the Moderating Effect of Children's Pester Power on Parents Purchase Decision

Journal of Promotion Management

Research paper thumbnail of A Study on E-Banking Service Quality and Customer Satisfaction

International Journal of Research, 2018

The paper studied that E-banking service quality on customer satisfaction and also it evaluates m... more The paper studied that E-banking service quality on customer satisfaction and also it evaluates major EBSQ factors like Reliability, Responsiveness , Tangibility , Empathy and Accuracy on customers satisfaction. Moreover , the paper also aims to understand the correlation between respected factors towards customer satisfaction. For that a structure questionnaire was used to measure the consumer satisfaction, with sample size 427 respondents and tested via descriptive statistics , percentages ANOVAs, Correlations and Multiple regressions. For conducting customers survey likert scale based questionnaire was developed. Collecting data was analysed using principle component using SPSS 20.0. The results of the ANOVA showed that there is a significant different with EBSQ and demographical variables, and Customer satisfaction, and followed with correlation results showed that there is a strong correlation between EBSQ and Customer satisfaction and Age in years and Multiple regression res...

Research paper thumbnail of Determination of Brand Loyalty and Consumer Purchase Behaviour: A Study

American Research Journal of Business and Management, 2019

Shoppers purchase decision toward the Barnd loyalty refers the non-stop buy of the products or of... more Shoppers purchase decision toward the Barnd loyalty refers the non-stop buy of the products or offerings from the identical agency in area of a opportunity services or products from a competitor. Shoppers purchase decision is the identification of a particular Brand inside the thoughts of the client and it has a significant effect on a Brand. the client belief does now not always have very much effect at the real overall performance of the product; while it is based totally at the modern-day-day recognition of Brand and product image with admire to the understanding of the customers. The customers belief is the method of influence of the Brand, statistics approximately the Brand which can result in transformation of Brand into Brand loyalty. The consumers decision inside the course of brand loyalty of the fmcg product is analyzed recognition, knowledge, Brand Awareness, chance aversion to trade the Brand, pleasure and Brand believe of the customers.