This study develops and empirically tests a model for determining the determinants and effects of brand equity for the Indian passenger car market. Towards the same, the Brand Equity Creation Model developed by Yoo, Donthu and Lee (2000) was expanded and combined with the Brand Choice Model developed by Erdem, et al (1999). The dimensions of brand equity were thought to affect Overall Brand Equity, which in turn affected the final brand choice made by the consumers. The effect that ten selected marketing activities had on the dimensions of brand equity was examined. The passenger car market was differentiated on the basis of the price of car as premium, volume, and economy type and shopping centre intercept survey was conducted to collect respondent data across ten centres throughout the country. Multiple time passenger car buyers were considered as the respondent base for the study. A total of 1,932 consumers were contacted and 302 valid responses were received. Structural Equation Model was used as the tool for analysis. The results showed that: Of the ten marketing mix elements considered, some had a very strong impact on brand equity because they positively impacted both the dimensions considered for the study. However, contrary to what many previous studies reported, country of origin and price promotion did not impact the brand equity for such consumers. Advertising frequency is not a builder of brand equity; word-of-mouth is a better determinant of brand equity for repeat passenger car buyers. The different results obtained in this study vis- à- vis those from earlier studies suggest that the cultural differences between consumers of two countries mediates the effect of the marketing efforts on brand equity creation. Again since each of the dimensions of brand equity under this study was found to positively impact brand choice, it has been posited that the probability of the consumers choosing the final brand is increased with an increase in the equity of the brand. Geographical limitation of the sample and absence of interaction of marketing mix elements amongst themselves were identified as some of the key limitations of the study.

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Service sector is growing across the globe including India. Despite the growing importance of the sector and services marketing, there is a paucity of literature in the area in general and branding literature in particular. This study is carried out in the retail banking sector with loans as the product category. Retail banking sector is increasingly seen as an attractive market segment with opportunities for growth and profits. We have reviewed the service branding literature and it is observed that most of the available brand equity models are for goods. Based on the research gap, a service branding model has been proposed and empirically validated. The model represents service marketing mix influence on certain selected dimensions of brand equity, namely, brand image(s) and perceived service quality and thereby on brand equity. Structural equation modelling is used to test the hierarchical relationship. The study has established significant relationships among the marketing mix elements and brand equity dimensions. It contributes significantly to the literature on service branding and provides valuable insights to practicing managers.

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In the 21st century, the Sustainable Developmental Goals have become the pivot of economic development worldwide. Hence, the need to promote sustainability-oriented entrepreneurial behaviour has increased manifold. Intentions are assumed to capture the motivational factors that influence an individual's behaviour. Thus, behavioural intentions play a significant role in bridging the gap between sustainable development and sustainable entrepreneurial behaviour. This study aims at understanding the role of intrinsic rewards in shaping the sustainability-oriented entrepreneurial intentions of individuals. The case study method is adopted to understand and validate the theories referred. The sub-constructs of intrinsic rewards like altruism, socio-emotional feelings, pro-environmental values, autonomy, and community feeling aspirations were found to drive the sustainability-oriented entrepreneurial intentions of an individual. Lack of awareness of the structural environment support was highlighted as a hindrance in fostering the sustainable entrepreneurship ecosystem in the Indian economy.