Y.L.R. Moorthi

Indian Institute of Management (IIMB), Bangalore

Bannerghatta Road

Bangalore, Karnataka 560076

India

  • Indian Institute of Management (IIMB), Bangalore

SCHOLARLY PAPERS

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Scholarly Papers (10)

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1.

The Changing Roles Portrayed by Women in Indian Advertisements: A Longitudinal Content Analysis

IIM Bangalore Research Paper No. 446
Number of pages: 15 Posted: 07 Feb 2014
Y.L.R. Moorthi, Subhadip Roy and Anita Pansari
Indian Institute of Management (IIMB), Bangalore, IIM Udaipur and Georgia State University - J. Mack Robinson College of Business
Downloads 775 (45,100)

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Women, Television, Advertisements, Society

2.

Celebrity Endorsements and Brand Personality

IIM Bangalore Research Paper No. 289
Number of pages: 31 Posted: 10 Sep 2012
Subhadip Roy and Y.L.R. Moorthi
The Icfai Institute for Management Teachers and Indian Institute of Management (IIMB), Bangalore
Downloads 767 (45,720)
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3.

A Framework for Branding Technology Offerings and Technology Companies

IIM Bangalore Research Paper No. 219
Number of pages: 25 Posted: 13 Oct 2012
Adrish Bera and Y.L.R. Moorthi
Nokia House and Indian Institute of Management (IIMB), Bangalore
Downloads 239 (176,885)

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Technology, Brand, Corporate, Marketing, Image, Communication

4.

Value Proposition of Banking Brands in India

IIM Bangalore Research Paper No. 443
Number of pages: 17 Posted: 27 Dec 2013
Y.L.R. Moorthi
Indian Institute of Management (IIMB), Bangalore
Downloads 211 (198,974)

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brand, value proposition, functional, emotional, self expressive, benefit, bank

5.

Brand Success Evaluation in Selected Personal Care Products

IIM Bangalore Research Paper No. 139
Number of pages: 18 Posted: 24 Oct 2012
Y.L.R. Moorthi
Indian Institute of Management (IIMB), Bangalore
Downloads 185 (223,888)

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6.

Branding Principles - Application to Business-to-Business Branding

IIM Bangalore Research Paper No. 203
Number of pages: 25 Posted: 13 Oct 2012
Y.L.R. Moorthi
Indian Institute of Management (IIMB), Bangalore
Downloads 181 (228,171)

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Brand identity, B2B, Buying center, Role, Brand as person, Brand as symbol

7.

Karma Cola - Coke in India

IIM Bangalore Research Paper No. 186
Number of pages: 11 Posted: 14 Oct 2012
Y.L.R. Moorthi and Kevin Lane Keller
Indian Institute of Management (IIMB), Bangalore and Dartmouth College - Tuck School of Business
Downloads 175 (234,824)

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8.

Market Entry and Sustenance Strategies of Korean Firms in Indian Consumer Electronics Market: An Exploratory Study

IIM Bangalore Research Paper No. 108
Number of pages: 28 Posted: 05 Nov 2012
Y.L.R. Moorthi and Thevarkalathil R. Madanmohan
Indian Institute of Management (IIMB), Bangalore and Indian Institute of Management (IIMB), Bangalore
Downloads 166 (245,476)

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Indian consumer electronics, Korean firms, market entry

9.

An Approach to Branding Services

IIM Bangalore Research Paper No. 160
Number of pages: 32 Posted: 27 Oct 2012
Y.L.R. Moorthi
Indian Institute of Management (IIMB), Bangalore
Downloads 160 (253,252)

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10.

American Brands in Developing Countries

IIM Bangalore Research Paper No. 187
Number of pages: 25 Posted: 14 Oct 2012
Y.L.R. Moorthi and Kevin Lane Keller
Indian Institute of Management (IIMB), Bangalore and Dartmouth College - Tuck School of Business
Downloads 89 (385,408)

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High Power Brand (HPB), value, image, dysfimctionality, developing countries