V. U. Vinitha
Amrita Vishwa Vidyapeetham
Emerging marketsCultural diversityBusinessBlueprintMarketingFunctional illiteracyEnvironmental psychologyPerspective (graphical)Market environmentGestalt psychologyServicescapeIdentity (social science)Context (language use)LogoService (economics)Brand managementService delivery frameworkSocial psychologyNatural (music)
Publications 2
Visual brand identity plays a major role in communicating brand image in today’s cluttered marketing environment. Although studies related to brand identity elements have explored the effects of its individual elements such as logo, brand name, taglines, their holistic impact has not been fully investigated. Extending the design principles of biomorphism (which is imitating natural or nature-related attributes) from environmental psychology and architecture, we introduce a new holistic concept c...
#1Deepak S. Kumar (Indian Institute of Management Kozhikode)H-Index: 7
view all 2 authors...
Emerging markets present one of the significant challenges as well as opportunities for multi-national service firms, but the existing knowledge on the market is inadequate to address the same, even in the context of servicescapes. Servicescape plays a significant role in service delivery for services that are facility driven. The emerging markets are characterised by challenges in infrastructure, capital investments, cultural diversity, illiteracy, poverty and many other resource constraints. T...