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This study aimed to examine role of fonts as a vehicle in linking identity to perception of selected brands. Fonts are crucial constituent in the entire gamut of visual communication of brands. They communicate a brands' identity through two means: explicit and implicit. Explicit aspect consists of physical dimensions such as weight, contrast, stress, x-height etc. Implicit aspect implies semiotics exuded by fonts formed at sub-conscious level and vary with change in identity a brand intends to communicate. The examination of symbiotic relationship connecting specific dimensions of font evaluated on basis of their ability to make text more readable and attractive with specific semiotics and how does such association vary with brand identity was the main focus of this study. This was achieved by conducting two experiments. Secondly, influence of explicit and implicit means of communication on linking identity with perception was examined through mediation analysis. Results showed direct effect of explicit aspect to be significantly reduced with inclusion of semiotic impact emphasizing importance of their congruency. Such inference is important in logo design, as it indicated that a brand communicating a message should use font with specific dimensions reflecting particular semiotics so as to influence customers' perception of brand favourably.

The importance of emotional branding (EB) strategy in building long-term and sustainable psychological links with consumers had been sufficiently highlighted in literature. However, very few research attempted to provide a structured tool for its measurement. This study proposed a 13-point four-factor multidimensional scale which could be used to measure EB formally. Dimensions measuring EB were derived from literature and then examined on three different brands in order to achieve a reliable and valid scale. Findings suggested brand loyalty, brand association, perceived quality and brand personality as constructs which would form the scale. The second part of the study was devoted to understand the role of these constructs in achieving ultimate goal of branding, that is, to infuse trust in consumers. A key finding suggested that emphasis on brand loyalty results in formation of trust and mitigates scepticism. Also, trust was positively and significantly impacted by brand loyalty and association, whereas a mismatch of brand personality with emotions reflected by brand could result in scepticism.

Huff model and its variants have been used extensively in location decision making. This study has compared two versions of Huff model of location decision making in their appropriateness to analyze sales performance of selected shopping center. The sales have been estimated by using original Huff model given by David L. Huff (1964, Journal of Marketing, 28, 34–38) and modified version of it is suggested by Li and Liu in 2012 (Applied Geography, 32, 591–600). The modified version considered the effects of agglomeration and competition on similar stores. But the selected stores were standalone stores. In this study instead, a famous shopping mall consisting of cluster of stores, which create bundling effect and provide more choices to customers, has been used to understand the effectiveness of discussed two versions of Huff model. The results were obtained for different agglomeration and competition factors in case of modified Huff model. These different factors were found to have significant influence on estimation of sales suggesting utmost care in their selection. Overall modified version was found to be more suitable in fulfilling the objective.