Title: Impact of marketing semiotics on branding towards the interest of customers in Indian retails: an exploration of factors

Authors: Subhajit Paul; Anirban Dutta

Addresses: National Institute of Technology, P.O. NIT Agartala, Barjala, Jirania, Tripura (W), 799046, India ' National Institute of Technology, P.O. NIT Agartala, Barjala, Jirania, Tripura (W), 799046, India

Abstract: Over the past 20 years all over the world, the retail industry has undergone a radical change and India has also experienced the same. Hence, competition has risen drastically. To survive in this competition, various retail organisations have come up with various strategies to attract customers. In this scenario, the marketing semiotic elements played a vital role in framing the branding strategies. In this research paper, we have taken Reliance Trends, which is one of the biggest pan India garment retail chain as a case study. The research objective is to find out the most important factors, which are responsible for creating brand interest of customers in Indian retails by the three important marketing semiotic elements such as brand name, logo and symbol and brand ambassador. The methodology adopted for this research work is descriptive in nature and primary data has been collected through a structured questionnaire from 356 valid respondents. Using factor analysis, seven factors have been identified after the completion of the data analysis, which can be considered as the most important factors responsible for creating customers' interest towards Indian retail brands.

Keywords: marketing semiotics; brand name; logo and symbol; brand ambassador; factor analysis.

DOI: 10.1504/WRSTSD.2022.123783

World Review of Science, Technology and Sustainable Development, 2022 Vol.18 No.3/4, pp.398 - 415

Received: 16 Jun 2020
Accepted: 06 Jan 2021

Published online: 04 Jul 2022 *

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