摘要：Background and Objective: Brand management is the practice of managing all aspects of a brand from tangibles such as a logo and package design to the intangible tenor of the emotions a consumer experience when purchasing a brand, product or service. This study aims to find out the factors for selection of an international mobile brand and to study the role of psychic distance in explaining the reasons for loss of market share in the mobile segment in emerging markets like India. Materials and Methods: This study was conducted in Mumbai-a financial capital of India, an emerging market. About 150 respondents selected on a systematic basis participated in the study. A list of Samsung and Nokia users list are prepared with the help of mobile store owners. Six MBA students participated in the study for collecting the data after systematic selection. The questionnaire is filled after taking appointment. This study was conducted in the month of August, 2015. Emphasis is to add more Muslims so that a comparison of religion can be made as India has only 14.6% of Muslims. Results: Selection of a mobile brand as per present study is affected by three different variables like quality, after sales service, features, easy to use, performance (Technology), due to easy payment facility, value for money, customer satisfaction, due to salesman (Mental distance), culturally similar country and due to country image (Cultural distance). Mental distance and cultural distance seem to play a role in the success of the Samsung as a brand in mobile segments when compared to Nokia. Religion also has variable responses and influences the selection of the brand. Females differ from males on acceptance of global brands in mobile segments. Conclusion: Three different factor variables like quality, after sales service, features, easy to use, performance (Technology), due to the easy payment facility, value for money, customer satisfaction, due to salesman (Mental distance), culturally similar country and due to country image (Cultural distance) play a role in the selection of a mobile brand in emerging markets like India.
