Y.L.R. Moorthi

Indian Institute of Management (IIMB), Bangalore

Bannerghatta Road

Bangalore, Karnataka 560076

India

SCHOLARLY PAPERS

10

DOWNLOADS
Rank 24,142

SSRN RANKINGS

Top 24,142

in Total Papers Downloads

2,948

SSRN CITATIONS

0

CROSSREF CITATIONS

0

Scholarly Papers (10)

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)

Abstract:

Loading...

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)
Citation 2

Abstract:

Loading...

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)

Abstract:

Loading...

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)

Abstract:

Loading...

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)

Abstract:

Loading...

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)

Abstract:

Loading...

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)

Abstract:

Loading...

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)

Abstract:

Loading...

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)

Abstract:

Loading...

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)

Abstract:

Loading...

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