Vol. 12 No. (4SE) (2025): The International Conference on Invogue Branding (INIB 2025)

Articles

• SINGAPORE: A CITY, A STORY, A BRAND

  Varshini S

  1–7

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• A STUDY ON BRAND MANAGEMENT, REVISIONING NATION BRANDING & ENVISIONING A DEVELOPED ECONOMY!

  Ujjaval Ranka, Dr. A Vickram

  8–20

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• AN ANALYTICAL STUDY ON STUDENTS' PURCHASING INTENTIONS INFLUENCED BY SHORT VIDEO ADVERTISEMENTS

  Dafnie Racheal M, Sri Archana E

  21–29

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• A STUDY ON THE IMPACT OF NOSTALGIA MARKETING ON CONSUMER BEHAVIOUR

  V. Rasika, Dr. T.S.R. Vijay Janani

  30–39

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• NAVIGATING THE FUTURE OF WORK: STRATEGIES FOR WORKFORCE TRANSFORMATION IN THE AGE OF AUTOMATION AND ARTIFICIAL INTELLIGENCE

  Dr. N. C Martin

  40–47

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• A STUDY ON THE INFLUENCE OF EXTERNAL FACTORS ON CONSUMER DECISION MAKING FACTORS IN DIGITAL ERA WITH REFERENCE TO MACRO ENVIRONMENT

  Prabhuraj J

  48–55

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• BRAND STRATEGIES: BUILDING AND SUSTAINING A COMPETITIVE EDGE

  Dr. Siji Joseph, Shrey A Motwani

  56–62

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• AN EMPIRICAL STUDY ON BRAND ANATOMY OF SBI SELECTED EQUITY MUTUAL FUNDS IN INDIA

  Dr.S. Ceciliya Jothi Muthu, Dr. K. Alamelu

  63–68

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• BUILDING A STRONG BRAND: HOW DIGITAL MARKETING SHAPES STUDENTS’ ONLINE ENGAGEMENT IN HIGHER EDUCATION

  Dr. K C Balaji

  69–79

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• MARKETING EXPENDITURE AND FINANCIAL GROWTH: UNRAVELING THE IMPACT ON FMCG COMPANIES

  Dr. V Arockia Jerold

  80–89

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• ADOPTION OF STRATEGIC APPROACHES AND INDUSTRY 4.0 TOOLS IN THE MARKETING OF FINANCIAL PRODUCTS AND SERVICES

  S. Muthukarpagam, Dr. C. Yogalakshmi

  90–95

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• BRANDING CINEMAS THROUGH UNDERSTANDING THE EFFECTS OF IMMERSIVE TECHNOLOGY AND SERVICESCAPE ON CUSTOMER CINEMATIC EXPERIENCE (CX)

  Dr. Joseph Mary Rahila, Arul Lizzy, Dr. Prasanna

  96–111

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• EXPLORING THE IMPACT OF BEE RATING SYSTEMS ON CONSUMER PURCHASE DECISIONS: A BEHAVIORAL STUDY

  Dr. Joy Samuel Dhanraj. G, Navin M. K, J. Jai Dinesh

  112–120

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• SOCIAL MEDIA ACTIVISM BY MILLENNIALS SHAPING PUBLIC OPINION ON SOCIAL ISSUES

  Dr. Joy Samuel Dhanraj. G, Dyaaneshwar S

  121–130

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• BRANDING VIA METAVERSE

  Dr. T. Blessty Pearline

  131–136

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• IMPACT OF ARTIFICIAL INTELLIGENCE ON INFORMED BUSINESS DECISIONS USING SOCIAL MEDIA APPS IN INDIA: A TOE FRAMEWORK ANALYSIS

  Dr. Joy Samuel Dhanraj. G, Valentina Puffi Graf. G

  137–144

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