Shobhit Meerut - NICE Journal of Business

NICE Journal of Business
(ISSN: 0973-449X)
Shobhit Meerut

Editor’s Desk

I have great pleasure in presenting to the readers the new issue (Volume 12, Number 2: July-December, 2017) of NICE Journal of Business. The issue brings to you the latest and authoritative insights into the vibrant and fascinating world of business, containing research papers on topics of current interest in the field of business and management. It contains nine research papers and four book-reviews. The papers pertain to selected areas of business and management. These include: advertising, consumer behaviour, human resource management, business communication, finance, investment, stock market operations, and online shopping.

In her interesting paper on brand building and brand equity, Dr. Ruchi Gupta seeks to assess the impact of celebrity endorsement in advertisements on brand awareness and brand associations among prospective buyers of products and services. She finds that advertisements with celebrity endorsement have a significant impact on brand awareness and brand association.

By testing the service-performance framework, Dr. Neetu Kumari and Prof. Hardeep Chahal seek to establish the mediating role of consumer perceived value, consumer satisfaction and loyalty. Their study would help in understanding the role of service quality, consumers’ perceived value, consumer satisfaction and loyalty and the organisation’s perceived image, thereby developing appropriate strategies to improve the firm’s marketing strategies for enhancing its performance.

Although numerous studies have been conducted in other countries on trust in e-WOM sources, very little research work has been done in this important field in India. Ms. Megha Sharma and Prof. R.C. Dangwal have found that the trust in the competence, benevolence, and honesty of e-WOM sources has a significant influence on young consumers’ attitude towards such sources, and on their intention to follow the same.

Work-life balance has been the subject matter of various research studies in India and abroad. Ms. Sugandha Verma has developed a new model of work-life balance, which has been tested on a sample of 182 woman employees in commercial banks.

Asim Sahore’s study on decision-making for investments in stocks is intended to develop a decision model by combining quantitative factors of fundamental and technical analyses with the application of the SAW and the TOPSIS methods of multi-criteria decision-making for choosing the best stock for investing the funds. He finds that both the methods give identical results, thereby offering a more credible and reliable approach to decision-making in the important field of investment.

Ms. Shruti Jain and Dr. T.S. Tomar seek to measure the buyers’ attitude towards online shopping, and to ascertain the relationship between the attitude and their buyers’ demographic characteristics.

Based on the data spread over a period of ten years, Prof S.K. Sinha and Ms. Jyoti Rani find that the flow of equity derivatives was moving in accordance with the Sensex and the Nifty, and that there is a strong positive correlation between equity derivatives and the Sensex and the Nifty.

Based on the survey of 100 nurses working in government and private hospitals in the Haridwar district, Ms. Akshita Saini finds no significant difference in the level of job satisfaction of the nurses working in such hospitals. She also observes that the workplace commitment is a significant predictor of job satisfaction and that the former is highly correlated with the latter.

Dr. Saurabh Grover and Dr. Suman Nayyar deal with a topic of subject of a great tropical interest and relevance. They examine the portrayal of women in television advertisements and investigate how male and female viewers perceive the indecent portrayal of women. Their findings are interesting and useful for advertisers, advertising agencies, and the advertising media.

The section on book-reviews contains four items, all written by experts in the relevant field. The reviews pertain to important areas of business, namely, digital marketing (two books), digital social media marketing, and leadership.

I place on record my deep sense of gratitude to the eminent scholars and expert book-reviewers, for their valuable contribution to the journal.

Many experts spent their precious time and talent in evaluating the papers received for publication, by making critical comments and suggestions for improving their quality. I extend my sincere thanks to them.


I take this opportunity to acknowledge the contribution of Dr. Shobhit Kumar, Chairman, NICE Society, and Kunwar Shekhar Vijendra, Chancellor of Shobhit University, Meerut, who took keen interest in this academic endeavour to promote, preserve and disseminate business research. In fact, the journal was the brain-child of Kunwar Shekhar Ji, when it was conceived and launched, in early 2006. The two visionaries richly deserve my profound gratitude.