In this era of intensive competition, it is becoming difficult for companies to rapidly come up with new ideas and innovations to have an edge over others as well as to be sustainable. Under such a scenario, the study explores the influence of variables like brand awareness, brand integrity, brand attitude, brand visibility, brand reputation on brand performance as well as keeping in view how these will overall assist in the sustainability of the brand. The influence of each variable is investigated. A model is being constructed and tested; the study provides managerial as well as theoretical implications. The purposive snowball sampling method was applied. The survey was conducted in Kolkata, India in the year 2020-2021. The study involved 428 samples of Reebok product users who took active participation in the online e – survey. In order to measure the parameters based on the dimensions, Smart PLS software was used. The study is the development of Mashur Razak and Pantea Foroudi's research. The study tested Foroudi?s as well as Razak?s proposed variables for the development and sustainability of brand. A conceptual framework was constructed. The tests were carried out to investigate the relevance of each variable. Of the hypothesis constructed, eleven (11) hypotheses had significant influence. Brand attitude followed by brand reputation, brand integrity and brand awareness affect brand performance but brand visibility is not supported. The relevance of each variable on brand performance was investigated. The influence of new variables like brand integrity and brand visibility on brand performance was known and further assisted. Keywords: brand attitude, brand awareness, brand reputation, brand integrity, brand visibility, brand performance

With the advancement of information technology in India, banks are adopting online systems in providing its services to its account holders. This study has been done to explore the key factors which affect the acceptance of online banking services amongst the young generation specifically the students in the age group of 20 to 30 years studying in Central University situated in Uttar Pradesh state of India. This study has been carried out in the light of technology acceptance model (TAM) along with security & privacy and quality of internet connection. The sample size of 318 was collected using multi-stage sampling procedure through survey method. Regression analysis was employed to study the impact of the factors, using SPSS 26.0. Results revealed that the factors like PU, PEOU, SP and QIC were significant and support the previous studies. PU has more effect in the acceptance of online banking system among the students in India. Keywords: Online banking, technology acceptance model, perceived usefulness, quality of internet, India.

Abstract: A handful of people has intentions to become an entrepreneur. This research paper tries to study entrepreneurial intentions among people who belong to entrepreneurial family and also primarily took entrepreneurial education by using theory of planned behaviour. It examines the influence of entrepreneurial education, family and peers on entrepreneurial intentions. The study is quantitative in nature. Data analysis and hypothesis testing is done using partial least squares structural equation modelling. Simple random sampling method was adopted to get the response of various young persons from the sample frame of IICT enrolled students over the years that also belong to family run business in carpet manufacturing. Attitude towards entrepreneurship and post behaviour control has a statistically significant and positive relationship but subjective norms do not have any significance with entrepreneurial intentions. Entrepreneurial education and family has strong positive influence on attitude towards entrepreneur and post behaviour control, which can be thought of as a positive sign in improving entrepreneurship. Extensive literature review revealed that there is a research gap in the study of entrepreneurial intentions amongst people who belong to entrepreneurial family and also primarily took entrepreneurial education. Keywords: entrepreneurial education, carpet city, carpet manufacturing, theory of planned behaviour.

Abstract: Men and women due to their different upbringing and socialization along with various other social, biological and psychological factors depict different types of behaviour at various situations. This is specifically true regarding their buying behaviour and what influences them. The advertisers adopt various strategies and methods to influence both the men and the women to purchase their brands and thus, marketers use endorse celebrities to increase the brand popularity and loyalty. The gender of the celebrity is always taken into consideration when being endorsed. This is to gain maximum attention and trust from the consumer. This paper attempts to investigate the influence of gender of the celebrity endorser on the consumers. Various studies reviewed for this purpose. The target population in this study was social media audience. Snowball sampling was used and Chi-square test was applied. It was concluded that there is an association between gender of celebrity endorser and reaction of consumer for a particular advertisement of a particular brand. Further, the research suggests that the organization should consider the gender of target customer and the gender of the celebrity it endorses to have maximum impact of its advertisement. Keywords: Social Media, Advertisement, Celebrity Endorser, Brand, Chi-square