Thesis (Bachelor of Business Administration)

Permanent URI for this collectionhttps://hdl.handle.net/10361/28446

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Open Access
Impact of financial inclusion on economic growth in East Africa and South Asia: a regional comparative study
(BRAC University, 2025-05) Samalie, Mwebaza Sylivia; Mahi, Abu Saad Md. Masnun Al; BRAC Business School
This study explores the effect of financial inclusion on economic growth between East Africa and South Asia. The two regions are of similar development ambitions, but have differences regarding financial infrastructure and institutional maturity. Financial access and use in the sense of financial inclusion is becoming a more influential aspect of empowering people financially, encouraging entrepreneurship, and developing full economic participation. Even though it is increasingly acquiring a lot of significance, its impact is not the same in different contexts. A regional comparative analysis of this study reveals that economic growth has been maintained through an increase in financial access in both regions. Findings are particularly crucial as they demonstrate that South Asia has a powerful, long-term financial inclusion effect. This difference has deeper structural roots such as policy design, digital readiness, and institutional stability. The generalized approach is not recommended for this case. There is a need for financial inclusion policies tailored to the local realities in order to provide meaningful results. The research contributes to the broader development debates by pointing out that inclusive financial systems do not only promote economic performance but also equity and resilience. It suggests that policy makers, development practitioners and financial institutions can use financial inclusion as a tool for sustainable and inclusive economic growth.
Open Access
Recruitment and selection process of Beximco Pharmaceuticals Limited (BPL)
(BRAC University, 2024-11) Nova, Sana Sumaiya; Ahsan, Feihan; BRAC Business School
After spending three months as an intern at Beximco Pharmaceuticals Ltd, I have completed my report for the Recruitment division of the Human Resource and Administration Department. As part of my internship report, I provided a high-level summary of the human resources department of Beximco Pharma Ltd. Additionally, I briefly discussed the responsibilities placed on me and the positive impact, learning & interaction with the department. This report outlines my own experience and how it diverges from the concepts I have learnt in the course. I encountered many challenges throughout my internship, learned a lot, and identified many areas for development. I have actively participated in BPL's Recruitment Selection during my tenure there. I had the chance to put the ideas I learned into practice through courses and internships as part of the BBA program, which helped to prepare me for a career in business. I thought I could have done things better most of the time. This report was compiled to fulfill the conclusion of the Internship Program’s mandate at the BRAC Business School. The report primarily focuses on the company's hiring and selection process, including its challenges and solutions. It primarily depends on whether or not the process benefits the organization. The findings show the result of the effectiveness of the recruitment process for the HR Department. First and foremost, The research begins with an overview of Beximco Pharma Ltd's past, followed by information on its mission, vision, product offerings, management structure, and other key issues. The report also includes the tasks I was responsible for performing throughout my internship and other pertinent activities. I had the chance to personally assist the recruiting and selection wing while learning about the human resources department's operations on the job. I had to gather as much data pertaining to my report topic as possible in order to finish the report. In order to learn more about the company and the hiring and selection process, I collected both primary and secondary data. The later part consists the recruiting and selection process for BPL in depth in the following portion, along with sources of employment. The findings also include whether HR offers a sufficient pool of qualified candidates, the effectiveness of the interviewing process and other selection processes like taking the written test, whether HR provides the hiring managers with the necessary training for effective recruitment, and whether the managers are happy with the time the Human Resource department takes to complete the recruitment process.Moreover, in the later section, there are some suggestions for improving the process' efficiency and effectiveness. Finally, I came to a conclusion where I included my own ideas that would be useful to the company.
Open Access
Decoding digital influence: the role of authenticity and congruence between influencers and Gen Z consumers of Bangladesh
(BRAC University, 2024-09) Sarker, Dhruba; Islam, M. Nazmul; BRAC Business School
Social media influencers have risen as one of the most effective and influential sources that drive consumer behavior in the digital age, more specifically concerning the Gen Z consumer. This study investigates internal mechanisms of influencer marketing and how these perceived brand authenticity and congruence among brand followers—between influencers and consumers and brands—finally influence consumer attitude and behavior. The present study takes the help of Social Identity Theory, Self-Congruity Theory, and Social Exchange Theory to find out those psychological mechanisms working behind the success of influencer marketing campaigns on social media. For this study, an online survey conducted on 449 students of Bangladesh who are following social media influencers. These include perceived authenticity, influencer-product congruence, influencer-consumer congruence, consumer-product congruence, and after-effects on attitude toward the product, purchase intention, and recommendation intentions. The proposed hypotheses have been tested using quantitative techniques. The results suggest that positive consumer outcomes will be driven by authenticity and congruence only, and this will be helpful in providing nuanced insight into ways in which influencer marketing can be used in driving customer engagement and brand loyalty.
Open Access
Unraveling the competitive edge and risk mitigation strategies of the Premier Bank PLC which will aid them in becoming one of the leading banks in the banking industry
(BRAC University, 2024-01) Tasneem, Anjum; Ahmed, Md. Shamim; BRAC Business School
The report on “ Unraveling the competitive edge and risk mitigation strategies of the Premier Bank PLC which will aid them in becoming one of the leading banks in the banking industry ” aims at investigating the measures that Premier Bank can utilize to maintain their competitive position , mitigate the immense challenges offered by the banking industry and how to overcome these by using proactive , effective strategies which can lead them to become of the best banks in the banking industry . This report is divided into 3 chapters. The first chapter talks about Internship Overview where all the necessary information regarding the internship including my job responsibilities and the internship outcomes is discussed thoroughly. The second chapter of this report has a detailed discussion about Premier Bank PLC where Porter’s five forces model is analyzed to study competitive analysis. In the last chapter of the report, the objective behind conducting this research is stated along with the methodology and literature review. This chapter also includes the solutions to the problems and necessary recommendations to Premier Bank PLC to help them become one of the top-tier banks in the banking sector.
Open Access
A study on required rate of return of IT industry in Bangladesh for better investment decision
(BRAC University, 2022-08) Anjum, Ramisa; Ahmed, Riyashad; BRAC Business School
The IT business has shown to be the fastest expanding industry in recent years. Every industry was negatively affected by the Covid-19 pandemic. The epidemic, on the other hand, had the opposite effect on the IT industry. Though people are returning to on-site employment following the pandemic. However, there are still a few jobs and tests that are done remotely. Proper local and international investments are required to boost the sector's growth. For this reason, that this study has been undertaken. An introduction is presented at the start of the paper that goes over the thesis's purpose in detail. The next step was to conduct a systematic literature review (SLR). Previous relevant articles have been subjected to a systematic literature review. The SLR approach is used because it gives in-depth understanding of a topic and answers research questions. The following section is methodology. All of the material, articles, and data have been found on the internet. As a result, the study employs a secondary research analysis strategy. The purpose of this article is to use the Capital Asset Pricing Model to compute the required rate of return for each IT company by examining the stock price (CAPM). This in-depth research will aid investors in determining which firm is the best to invest in and which will offer them with a high return on their investment. The study used the stock prices of each IT business over the previous two years to compute monthly returns. The two-year monthly returns of the Dhaka Stock Exchange have also been estimated. Following that, market risk, or Beta, was determined for each IT business using regression analysis. These all are in analysis and findings part. A thorough summary of the paper is given and required recommendations. Last but not least, a list of all preceding publications is presented, which were quite useful in finishing the thesis.
Open Access
Integration of AI in the banking sector
(BRAC University, 2024-08) Dembo, Sardauna Abdul-sobur; Hasan, Najmul; BRAC Business School
The modern world is gradually moving towards a global civilisation that is automated and propelled by technology. Artificial intelligence (AI) is a highly advanced technology that has been acknowledged as a major innovation. The incorporation of this technology into the banking sector has enhanced operational procedures in relation to customer satisfaction, virtual assistance, and risk reduction. This machine is employed to streamline activities and improve how decisions are made in this sector. This study investigates the potential benefits and challenges of implementing artificial intelligence in the banking sector. The methodology ensures a comprehensive understanding of the implementation of artificial intelligence in banking by showcasing its effectiveness, precision, and efficiency, as well as the opportunities it presents. The study data were collected from secondary sources, such as recent publications that demonstrate applications of artificial intelligence from five different banks, as well as the examination of industry reports. The main findings of this study demonstrate the substantial improvement of administrative operations through AI-driven technology, which effectively automates activities that include inputting data and handling information. As a result, the frequency of mistakes caused by people has reduced, leading to a 30% decrease in operational expenditures for all evaluated institutions. However, the banking industry admits the challenges it encounters, such as issues with confidentiality and a scarcity of skilled employees. In the financial services industry, the integration of artificial intelligence into the banking sector is perceived as an advantageous chance instead of a harmful danger, with a greater potential for beneficial impact.
Open Access
Future leaders: succession management for skilled pipeline innovation at Kuehne+Nagel Limited
(BRAC University, 2024-09) Khair, Resalat Bin; Khan, Tanzin; BRAC Business School
The report titled “Future Leaders: Succession Management for Skilled Pipeline Innovation at Kuehne+Nagel Limited” explain the relation between Succession management and retention skilled employee and demonstrate the way succession management create future leaders. My internship duties and other relevant details will be described in the report's first chapter. The challenges I encountered while working as an intern are addressed as well here. The next part of the paper will focus on the internship I had with Kuehne+Nagel Limited, a global leader in freight forwarding. As a last section of the project, I will be discussing the connection between the retention of skilled workers and succession management. In addition, I will explain the process of succession planning here. This paper will also go through how succession planning might help an employee become a future leader. Succession management and its required elements are also described here. To make the project more credible, I used primary as well as secondary sources of information. This study mainly focusses on showing the procedure by which an employee becomes a leader along with the relationship between the retention of skilled workers and succession planning. Nowadays, succession planning is a crucial component of workforce planning, and it is crucial that all procedures are followed to the letter.
Open Access
Digital landscape and women entrepreneurship development in Bangladesh
(BRAC University, 2024-10) Nikey, Rinchen; Hafiz, Nusrat; Tabassum, Takmilla; BRAC Business School
The rise of digital tools and strategies in the twenty-first century has completely changed the meaning of entrepreneurship on a global scale, creating new avenues for women to scale their businesses. In Bangladesh, despite the fast growth of the digital environment, there are not many studies on how it impacts women entrepreneurs. This research focuses on the business growth of Bangladeshi women entrepreneurs in the light of three determinants: digital literacy, entrepreneurial leadership, and ICT market dynamics. The purpose of the research is to seek for important factors encouraging women’s entrepreneurship in the economy under digital transformation. In particular, it looks at the relationship between digital skills and business performance, examines the effectiveness of key traits of leadership on outcomes, and evaluates ICT markets for women’s businesses. A quantitative method was employed in this research and data was collected from a representative sample of 72 women entrepreneurs and then correlation analysis was done for their digital skills, leadership abilities, and business performance. The results show that digital literacy and leadership are essential for business growth but are also affected by conditions in the ICT market. The research highlights the necessity of improving the women entrepreneur’s digital competence and leadership to avoid impediments to their business growth in Bangladesh.
Open Access
Identifying critical barriers to circular supply chain management in the leather industry of Bangladesh using Fuzzy DEMATEL approach
(BRAC University, 2022-06) Nishu, Saima Ahmed; Islam, Md Shamimul; BRAC Business School
The Bangladeshi leather industry is under enormous pressure due to its negative effects on the environment and endangering people's lives. According to some studies, implementing CSCM can assist the industries of both developed and developing countries in overcoming these challenges. Although previous research has identified the barriers to implementing CSCM in the leather industry, this study focuses on the most influential barriers to CSCM practices. As a result, this study uses a cause-and-effect diagram to identify barriers in order to produce the best possible result for future reference. The study identified 32 different barriers to CSCM from different literature reviews, but only 17 of them were chosen with the help of industry experts and scholars. Later the 17 barriers were then evaluated using the DEMATEL approach to determine the interrelationships between them. Six barriers were in the cause group and five were in the consequence group in the diagram. The cost of hazardous product disposal is the main factor, whereas other methods may be more advantageous. The effect factor is strongly influenced by the cause factor. This study, on the other hand, attempts to assist the leather sector by assisting managers in identifying the most significant impediments to CSCM implementation so that they might attempt to eliminate such roadblocks. The study was conducted with a small number of industry experts and scholars, and there were initially very few responses. Furthermore, there have been very few empirical studies in this field, which is a hindrance for researchers.
Open Access
Cybersecurity for SMES in Bangladesh: review of attack and awareness strategy
(BRAC University, 2023-12) Zahir, Tasnim Binte; Islam, Md Shamimul; BRAC Business School
Purpose: The goal of this study is to examine cybersecurity strategies and defense mechanisms employed by organizations in order to target small and medium-sized businesses with cybersecurity education and awareness campaigns. Design/methodology/approach: A comprehensive assessment of the literature on cybersecurity strategy and awareness, specifically for SMEs, was done in order to organize this study. An integrative review was used to supplement this theoretical study. Findings: Although the literature can be useful in directing strategy, defense mechanisms, and awareness campaigns, it might not always apply to actual campaigns. Existing programs, like the one this study examined, have a lot of potential, but they can yet be improved. For the benefit of the academic and practitioner communities, knowledge from each of these fields may and ought to be merged.
Open Access
Sensitiveness of stock market returns to macroeconomic determinants; an empirical study on the pharmaceutical industry of Dhaka Stock Exchange
(BRAC University, 2023-06) Tasrin, Ibnat; Ahmed, Riyashad; BRAC Business School
The thesis empirically investigates selected macroeconomic determinants’ (money supply, exchange rate, industrial production, interest rate, and inflation rate) influence on the stock market returns of the Dhaka Stock Exchange's Pharmaceutical Industry, utilizing monthly data spanning the period from 2015:1 to 2020:12. Ten pharmaceutical companies were selected for this thesis to represent the pharmaceutical industry of the Dhaka Stock Exchange. Scatterplots, correlation analyses and linear regression analyses were conducted to examine the associations. The statistical analyses conducted in this thesis revealed that the effects of the macroeconomic determinants on stock returns were insignificant. The stock markets in Bangladesh are being subject to the control of affluent and politically influential individuals, artificial pricing mechanisms through the establishment of floor prices and market inefficiencies led to the thesis’s inconclusive results. The thesis's inability to incorporate data spanning more than six years also had a role in contributing to its inconclusive results. Despite certain limitations, this thesis provides solid evidence on the current state of the Dhaka Stock Exchange.
Open Access
Impact of artificial intelligence in closing the gender gap among women-led industries: a developing country perspective
(BRAC University, 2023-10) Basir, S M; Hafiz, Nusrat; Islam, Asadul; BRAC Business School
This study investigates the multifaceted relationship between artificial intelligence (AI), gender diversity, and business organizations administered primarily by women. The study focuses predominantly on developing nations, with Bangladesh serving as a case study. This study examines the detailed interrelationship between artificial intelligence (AI) and gender diversity by employing a substantial body of scholarly literature and empirical data where a sample size of 248 has been taken to conduct an online survey. The findings of the study reveal that artificial intelligence (AI) has the capacity to both reduce bias and enhance disparities. The study demonstrates the importance of mentorship opportunities for empowering women and furthering gender equality in AI-driven fields. In addition, the report includes recommendations for businesses, such as emphasizing the importance of including both genders in AI education, utilizing ethical AI algorithms, and nurturing inclusive work environments. Moreover, this technological advancement offers numerous opportunities for future scholarly research, thereby encouraging a greater emphasis on the examination of artificial intelligence's impact on gender equality and its potential contributions to sustainable development. This paper anticipates an alternative scenario in which the implementation of artificial intelligence (AI) addresses the challenges and obstacles associated with gender disparity in industries primarily run by women.
Open Access
Overcoming barriers of female entrepreneurship in Bangladesh
(BRAC University, 2022-10) Tanzina Hossain, Syeda; Chowdhury, Suman Paul; BRAC Business School
Number of women entrepreneurs in Bangladesh is growing rapidly, and they are playing a vital role in the country's rapid economic development. However, there are obstacles that women company owners in Bangladesh must overcome that limit business expansion and reduce their chances of maintaining successful ventures. The goal of this qualitative descriptive study was to investigate the methods employed by female entrepreneurs in Bangladesh to get past obstacles and maintain successful entrepreneurial operations. The study's conceptual framework was built by fusing a number of theories together. The study also makes use of an online questionnaire survey with 15 Bangladeshi female entrepreneurs who have successfully run their enterprises for a number of years. Thematic analysis was utilized to examine questionnaire transcripts. The study's findings revealed a variety of challenges faced by Bangladeshi women entrepreneurs. Additionally, the results demonstrated that they used networking with businessmen, education, collaborative effort, mentoring, innovative financing, technology, perseverance, innovation, and managerial skills as techniques and procedures to overcome obstacles to sustaining successful business enterprises. The findings of this study could offer a novel viewpoint on gender and entrepreneurship in theory and practice. Policy measures for cultural changes that involve funding, training, and mentorship programs to support female entrepreneurs in overcoming obstacles to economic success are examples of positive social change implications.
Open Access
Analysis and determination of consumer behavior on digital marketing
(BRAC University, 2021-06) Masherafi, Nishat Rahman; Wadud, Sohana; BRAC Business School
Technology touches at every stage of our life. Smart devices make our lifestyle dynamic. Digital marketing is a product of technology. Due to digital marketing, we can save time & labor to make our shopping effort. New entrepreneurs are coming up with their innovative ideas. So, this makes our consumption more customized and unique. However, digital marketing ensures the best relationship between marketers and buyers. It also spreads over abroad. Marketers can easily enter into international markets through digital marketing. Moreover, digital marketing manipulates consumer’s buying attitudes and consumption patterns. Both are directly related to consumer behavior. Generally, consumption behavior is constructed by social, cultural, religious & geographical status. Digital marketing makes all products available to everywhere with less effort. Due to covid 19, online shopping got much popularity for safety reasons. In spite of having such advantages, digital marketing also carries some liabilities like fake brands, money lost, unethical products selling etc. Due to high engagement on social media like Facebook, Instagram WhatsApp by users, digital marketing occupies a large area of those sites. Users are frequently caught by digital promotions. Psychologically people get dependent on those products. Digital marketing is the only one that knock consumer’s mind every time with a positive attitude towards shopping. Products or services are always displayed on our internet browsing. Digital marketing enhances the consumer’s unpublished demands and creates extra creativity to gain customer knowledge and attraction. This impacts on consumer’s behavior on purchase patterns. Digital marketing allows customers to be much choosy and innovative lover. But it also makes their brand switching mentality. But overall, it creates convince for both buyers and sellers. It makes our nation economy boost along with higher life style value to customers.
Open Access
Impact of social-media marketing, price and perceived quality on brand loyalty amongst generation Y (Millennials) customers, a developing country perspective
(BRAC University, 2022-07) Islam, Kazi Tasnimul; Islam, Md Asadul; Hafiz, Nusrat; BRAC Business School
This study investigated the impact of social media marketing, price, and brand loyalty among generation Y consumers (millennials). It's based on secondary research, and the first chapter outlines its rationale. The study's background, problem statement, research purpose, and importance are discussed. The literature focuses on how perceived quality, pricing strategy, and social media marketing affect brand loyalty among generation Y consumers in Bangladesh. A literature review finds that businesses are losing current consumers, and that this trend is especially pronounced among companies dealing with Generation Y clients, who have unique traits such as the capacity to synthesize weaker bonds to objects. It has been shown that younger customers are the most economically active and engaged consumers. This sector has a strong affinity for certain brands and is willing to spend more to support them. This generation gives considerable weight to how others view a brand's image. They are pioneers in the adoption of novel marketing strategies as a result. As a result of their broad access to social media, millennials have become more discerning customers. Generation Y is more concerned with the aesthetics and quality of a product than prior generations. However, the present research does not conclusively establish that social media marketing may be used to improve brand loyalty among millennials in Bangladesh and elsewhere. Methodology emphasizes secondary data sources like Google forms and offline surveys. After evaluating online and offline data, 178 respondents were utilized to assess a person's connection between factors using SPSS software. The descriptive study and conclusions showed a substantial association between pricing, perceived quality, social media marketing, and brand loyalty. The influence of social media marketing, cost, and perceived quality on Brand loyalty among generation Y in Bangladesh is discussed. This research will help specialists, practitioners, and academics. Overall, the study's findings, limitations, and future research recommendations were given.
Open Access
Determinants of capital structure: a study on non-manufacturing firms in Bangladesh
(BRAC University, 2020-09) Ali, Nafisa; Chowdhury, Suman Paul; BRAC Business School
The determinants of a firm’s capital structure decisions may vary across countries. Determinants that affect significantly in a developing country, such as, Bangladesh, may affect differently for a developed country. Industry type, industry structure, government policies may impact here. This report titled: “Determinants of Capital structure: A study on non-manufacturing firms in Bangladesh” aims to investigate those determinants of capital structure that create value in leverage decision making procedure for Bangladeshi firms. I have randomly selected 100 listed non-manufacturing firms from the Dhaka Stock Exchange (DSE) over a five year period from 2015 to 2019 and obtained necessary secondary data. I have conducted a descriptive analysis, correlation matrix and regression analysis to obtain a clear view on the relationship of capital structure and its determinants. I have used both book based leverage and market based leverage in my study. Finally, the outcome of this study concludes that, firm size and growth can both have positive and negative relationship for mktlev model and booklev model respectively, performance may have positive and negative relationship for booklev and mktlev model respectively with capital structure for Bangladeshi firms. The other two determinants name tangibility and listing age have only positive relationship with capital structure. Due to time limitation, I couldn’t focus more in sample selection. Despite of this, I hope my findings will surely help others who wish to research on this topic in developing countries.
Open Access
A study of the factors influencing Digital Piracy Adoption: Portraying Bangladesh perspective
(BRAC University, 2022-05) Pushan, Faiza Rahman; Khan, Tanzin; BRAC Business School
The aim of this thesis is to understand the concept of digital piracy in the context of Bangladesh. This study focused on the factors that can successfully predict digital piracy intention and its ultimate behavior. Understanding the predictors would give a clear indication of what makes people getting involved in unethical acts while considering it to be very much acceptable. This paper focused on the Theory of Planned Behavior and Neutralization Theory, where both can interpret one’s intention towards a particular behavior. Theory of planned behavior explains how attitude, subjective norms and perceived behavioral control can influence piracy intentions, and Neutralizing Constructs shows in what ways one can justify his/her intention towards piracy. Data was collected from 203 respondents mostly from students, using a structured questionnaire. The findings show that all the predictors mentioned in the model have high significance level and can influence the intention and behavior of digital piracy. This study hopes to contribute in the field of information and technology.
Open Access
The impacts of workplace bullying & harassment on Bangladeshi minority communities
(BRAC University, 2022-04) Farhin, Saika; Hafiz, Nusrat; BRAC Business School
The negative repercussions of workplace bullying will be highlighted in this paper, which includes absences, reduced productivity, frustration, emotional problems, and fatalities. Bullying, hatefulness, taunting, mistreatment, and abuse against women have become widespread throughout the years and must be addressed. Bullying can vary from trivial acts such as unpleasant manners and harsh behavior to more serious types of torment in which one weak person demeans, insults, or coerces another by putting someone and getting her on edge. Bullying affects the productivity between the supervisor or a person in charge and his subordinates, as well as between subordinates. It takes numerous forms, causing mental stress, inefficiency, the loss of gifted resources, and hurting the targeted individual's self-esteem. Many organizations have measures in place to combat bullying, but it is difficult to detect bullying since bullies cleverly operate within the organization's limits. This thesis/study will investigate and comprehend the notion of workplace bullying, as well as the factors that contribute to this conduct. It is critical for employers to stop professional bullies as root in order to promote a safer and healthier environment in the long run. The paper will go on to discuss the main importance for dealing with the workplace bullying of minorities in Bangladesh. Overall, this article will provide a comprehensive overview of the notion of harassment in the workplace and its influence on Bangladeshi minorities.
Open Access
Transforming small scale and local businesses into widely recognized international brands
(BRAC University, 2022-02) Jawad, Resalat; Shuvo, Shihab Kabir; BRAC Business School
The main goal of this study is to figure out how to keep a national local business going in foreign markets. The more businesses do business all over the world, the more important it is for them to make good decisions about how to turn national brands into global ones. Make sure you understand the similarities and differences between branding in local and international markets so that you can show that a national brand can compete in all kinds of markets around the world! The way to make a national brand into a global one hasn't been studied much at all to this point, but that could change. If you want to know how a national company gets into foreign markets, there are very few studies that are more in-depth and only look at that. The main goal of this study is to come up with a way to think about how a national business can move to another country. An investigation into the field of international branding found out about the most important things that brands do in foreign markets and how they are affected by them. If you want to build your international brand, there are at least four stages: (1) branded product vs generic product, (2) manufacturer brand vs private brand (3) single vs various brand (4) global brand vs. local brand, the most important thing is to make people aware of the brand, then think about how the brand looks. The image is formed by the brand's essential essence or positioning, which gives customers a unique extra value. The methods used in the domestic market to strengthen the brand may not work in other markets. When choosing an international brand, both internal and external factors should be taken into account. Internal parts of the company also play a role in supplying. This group of factors focuses on the following: how much money is spent on brand building, how much centralization there is in the business, and how much money can be saved by cutting costs. When making an international brand, it is important to think about the differences between domestic and international markets. Consumer behavior, marketing infrastructure, competitive landscape, level of economic growth, cultural values, and state regulation are all things that could be different in different markets, but they aren't the only things. These differences could have a big impact on how the brand is formed and managed outside of the United States. There is a new way to turn a national brand into an international one that is based on theory. Situation analysis, brand decisions in foreign markets, adapting brand identity roots and integrated brand communications, and monitoring brand success in a market are all part of this model. When introducing a national brand to a foreign market, the strategy outlined below will help the organization focus on making the brand work in the new country. The quantitative research method was used to reach the research goal. It was important for me to get data from both primary and secondary sources in order to do this research quantitatively. It's done by talking to people, filling out questionnaires, and looking at things. Secondary data comes from a wide range of publications, such as newspapers, business pieces, and periodicals about internationalization. The study is based on numbers. This research method allows me to write down my findings numerically and to include statistical data in my presentation. The study used questionnaires to do a survey descriptive method. The sample size was 80 and calculated in random sampling technique. By using regression analysis, the findings are presented in the presentation section that will help you to understand the branding strategy of MAVEN Apparels Ltd. The result of r=0.4931 shows the relationship between corporate branding strategy and the competitive market. The conclusion shows the organizational ability of MAVEN Apparels Ltd. and the recommendation part will give an idea of an effective corporate branding strategy to enhance its business position in the international market.
Open Access
Determine the effects of negative information on consumer attitudes and behavioral intentions towards online products
(BRAC University, 2021) Jahan, Mahfida Akter; Adrita, Ummul Wara; BRAC Business School
The goal of this research is to define how negative information or we can say word of mouth, online review influence consumer attitude and behavioral intentions towards online products. Because of the rapid growth and widespread application of Internet technology, online shopping has emerged as a significant new channel. Online product reviews have become increasingly valuable as consumer information search and release has shifted from offline to online. According to research, the majority of online customers read product reviews before making a purchase. Online product reviews, as one of the most important techniques of disseminating awareness, have a growing influence on customer purchasing decisions and have steadily become an urgent topic in network marketing research. This phenomena forces companies to acknowledge that online reviews have a big impact on trading volume. Businesses have attempted to influence online reviews by posting a large number of favorable comments in the hopes of gaining consumer trust and resulting in product purchases. According to research, the primary goal of negative internet reviews is to influence the positioning of fashion products. The criteria studied in this study are the perception of bad internet reviews, buying attitudes, and behaviors. Negative online evaluations of apparel and accessories sold online are examined, as well as their impact on consumer buy intent and sentiments. The goal of the study is to prove that unfavorable online reviews influence consumer purchasing intent, attitudes, and actions. Furthermore, purchasing attitudes have an impact on behavior intention. In the research I employed both secondary and primary data. 80 respondents' data was acquired as primary data, which was analyzed using SPSS software. According to the research negative information has impact on customers attitude and behavioral intentions. The data show how word- of-mouth is based on trustworthiness and commitment. Despite the fact that the results were based on a small number of respondents, the approach could be beneficial in future research. The importance of word - of - mouth, particularly in terms of consumer buying behavior, is steadily growing. Marketers will gain a better knowledge of negative information along with consumer perceptions after reading this paper.

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