Purpose Brand awareness is a key cognitive metric and a vital component of consumer-based brand equity. Generating and maintaining brand awareness has been an important metric for brands and a significant outcome of advertising and promotional activities. Brand awareness has been studied over the years in the context of market share and mind share and is considered to be the fundamental starting point of a brand relationship. Most branding variables are challenged in their linear definitions by the multi-dimensionality of the connected online world. Consumers may start their brand journey with brand awareness and then proceed to explore higher options in a non-linear fashion. This challenges traditional advertising and brand salience models. In the web context, brand awareness could even happen with little prior cognitive processing. The purpose of this paper is to explore the little researched area of brand awareness in the context of Indian websites. Design/methodology/approach The study leveraged technology to study the brand discovery behaviour of real estate website users in India. The authors looked at essentially modified processes such as the brand experience journey, specifically, the sources and antecedents of brand awareness for real estate websites. Considering the fact that direct and indirect traffic to a website is indicative of the brand awareness metrics, the authors analyse the metric as a basis of the comparison. Findings Brand awareness in the digital world can be attributed as firm generated, user generated and, as the authors also discover, experience initiated. The altered dimensions have a profound impact on the brand advertising spends of not just digital brands, but all marketers who will find digital technology increasingly central to their brand communication efforts. Research limitations/implications Burgeoning websites and media proliferation have increased the source set for website discovery. Customers do not rely solely on advertising or chance encounter to discover a new brand. Usage of search engines remains the key point of discovery for brand awareness. Some of the respondents recognised websites from prior advertising exposure and selected the brand from the consideration set offered in the search results for their keyword search. In other cases, brand awareness followed brand experience as the users did not process the brand information or, in most cases, were not aware of the brand name prior to website visit. The quality of brand experience created brand awareness and had further implications, including brand visit intent. Practical implications While mass media television advertising and ubiquitous online advertising can build brand awareness, the impact of search engine advertising and search engine optimisation is equally significant, if not more important. Brand managers can additionally focus on branding on the search channel in the light of increasing search intensity. Beyond traditional keyword planning, this can be an enhanced branding platform for reaching out to specific behavioural or character traits of the target audience. Brand experience can mature from task completion to brand awareness and higher level values if the website includes key brand messages and goals. Originality/value This paper offers insight into the little known field of online brand management. Information intermediary websites are unique in their value proposition, and brand building is challenging. Real estate websites have grown in popularity, but have not merited researcher attention. This paper offers a unique perspective on branding websites, specifically in the context of emerging markets like India.

Corona virus disease or Covid-19 has become a global pandemic. It was first reported in Wuhan, china. The disease has crossed all borders across the world and today the whole world is suffering from the pandemic now. So when Covid-19 started shaking the world with immense spreading of its first wave and second wave, the whole population is completely dependent on the healthcare sector. Since the healthcare workers are part of the service sector, they had to support and take care of the patients by risking their lives. The stress taken by the healthcare workers is beyond the imagination of a layman and is greater than normal work stress. Covid-19 made its entry abruptly, putting a high level of stress on the medical community. There has never has been such a catastrophic pandemic that has occurred in last five decades. The hospital infrastructure was never ready for such a huge pandemic and its implications. More patient load, high infectivity rate, increase in mortality rate, family getting infected, more serious infections, scarcity of medicines, anxiety of getting infected etc. all contributed to the increase in stress level of the healthcare workers. This study aims to understand the stress faced by the healthcare workers during the first and second wave of the pandemic and identifying the solutions to reduce stress and promote their mental health by listening to good music, having a good sleep, opening up to a counsellor, getting spiritual help etc., if a third wave occurs.

HRM systems, or Workforce asset management is one of the crucial Human Resource functions that has come to light as a critical and essential part of a globally competitive organization. This is done so that employee experience and employee satisfaction in large-scale Indian companies can be enhanced. This is because modern businesses are increasingly relying on HR managers to manage, engage, and keep talented employees. In order to increase employee engagement, the purpose of the current study is to recognize and determine the critical challenges faced by the Human Resource team in large Indian businesses. From this perspective, the study evaluated the obstacles to employee engagement using a systematic review approach. Employee career growth, engaging a diverse workforce, multigenerational workforce, and motivational issues are just a few of the major obstacles to employee engagement that have been identified in large-scale businesses. As a result, it was suggested that large Indian businesses' employee engagement poses a number of challenges for critical HR management.

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