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This study aims to identify the antecedents of community identity, ensuring social well-being, a feeling of inclusiveness and a sense of belonging ensuring its core of existence. The study has been carried out in the famous Baliyatra which has immense importance from the cultural point of view. The study has taken the views of the participants who has visited post covid with a feeling of belongingness and cultural identify. The research hypotheses were tested with a sample of 379 participants attending the Baliyatra Festival held in Cuttack, Odisha, India. The results indicated that sense of belongingness and feeling of inclusion are crucial predictors of participants' level. The results are expected to assist festival planners in managing and designing festivals that can appeal to participants who make up a significant percentage of cultural festival market. The study adds to the knowledge of how cultural identity can influence festival participants in Baliyatra, Cuttack, Odisha. [ABSTRACT FROM AUTHOR]

The Make in India initiative is considered one of the biggest brands which India has created recently. The paper applies the consumers' associative network technique for identifying the key brand associations that define the brand Make in India. It has considered 73 newspaper articles and news items published between December 2015 and May 2016 in a popular business daily to study the brand associations. After conducting an experiment with respondents, it has been found that Make in India as a brand has been very much a multidimensional entity. The major associations that have come out of this study are opportunity, reform, technology, future, negative image, limitation, doubt and challenge. Thus, the brand that has been created with strong media involvement has moved in both negative and positive directions. This shows that the brand Make in India has not expressed its full potential, and needs a holistic and integrated approach to building it as a unique, consistent and positive brand. [ABSTRACT FROM AUTHOR]