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Book part
Publication date: 12 February 2013

Manu Goswami

This essay seeks to extend the original gambit of this forum, of thinking possible modes of postcolonial sociology, unto a more relational terrain. It takes as its point…

Abstract

This essay seeks to extend the original gambit of this forum, of thinking possible modes of postcolonial sociology, unto a more relational terrain. It takes as its point of departure the vexed status of history in sociology and the hermeneutic suspicion of comparison in postcolonial theory. Any potential rapprochement between postcolonial theory and sociology must engage with the deeply incongruent status of history and comparison across these fields. I attempt to bridge this divide historically by revisiting an anti-imperial internationalist sociology forged in interwar colonial India. I seek thereby to show what Pierre Bourdieu called a “particular case of the possible” and to participate in ongoing efforts to “provincialize” sociology.

Details

Postcolonial Sociology
Type: Book
ISBN: 978-1-78190-603-3

Article
Publication date: 11 April 2022

Mudassir Husnain, Fauzia Syed, Khalid Hussain, Qingyu Zhang, Muhammad Usman and Muzhar Javed

Brand hate as a distinct phenomenon of consumer negativity has attracted considerable research attention in recent years. However, scant attention has been paid to explain…

Abstract

Purpose

Brand hate as a distinct phenomenon of consumer negativity has attracted considerable research attention in recent years. However, scant attention has been paid to explain the underlying mechanism of brand hate. Therefore, the present study aims to unveil how brand hate stirs in embarrassing situations and what repercussions it ignites that deteriorate the consumer–brand relationship.

Design/methodology/approach

The present study follows a mixed-method research design by conducting in-depth interviews with 16 consumers and then collecting three waves of time-lagged data from 217 respondents of two different countries. The reliability and validity have been established through confirmatory factor analysis, and hypotheses were analyzed using structural equation modeling and moderated-mediated models.

Findings

The results of both qualitative and quantitative investigations reveal that brand embarrassment instigates brand hate, and brand hate leads to brand detachment. Brand hate also mediates the relationship between brand embarrassment and brand detachment. Consumer vanity enhances the strength of brand embarrassment's effects on brand hate. This relationship further depicts the moderated mediation pattern as consumers with high vanity traits express extreme emotions of hate and detachment from the embarrassing brands. In addition, the findings demonstrate that the moderating role of consumer vanity is more pronounced among young consumers.

Originality/value

The study marks an initial attempt to explain the whole process of brand hate by incorporating brand embarrassment, brand detachment, consumer vanity and age in an integrated moderated mediation model. The study enhances brand managers' understanding of the severity of the consequences of embarrassing situations and devising preventive strategies.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 13 March 2017

Abhigyan Sarkar and Juhi Gahlot Sarkar

The purpose of this paper is to develop and validate a psychometrically reliable scale to measure centrality of brand (CoB) or brand centrality construct in the domain of…

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Abstract

Purpose

The purpose of this paper is to develop and validate a psychometrically reliable scale to measure centrality of brand (CoB) or brand centrality construct in the domain of fashion apparel brands. The scale quantitatively validates that brand relationship can be of equivalent importance to religious relationship in an individual fashion brand lover’s life.

Design/methodology/approach

Based on a previous literature review, brand centrality has been conceptualized. Following that, CoB scale has been validated in a step-by-step process following the scale validation methodology suggested by Churchill (1979).

Findings

The final outcome of the study is a psychometrically reliable CoB scale. The study results validate the relationships between CoB, and other important theoretical antecedents and consequences of brand centrality.

Originality/value

This study contributes to the existing body of fashion branding research by showing that a consumer-fashion brand relationship can be of importance akin to a religious relationship in an individual’s life.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 21 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 27 February 2018

Abhigyan Sarkar, Juhi Gahlot Sarkar, Sreejesh S. and Anusree M.R.

The purpose of this paper is to qualitatively investigate various factors associated with e-tail store brand affect.

Abstract

Purpose

The purpose of this paper is to qualitatively investigate various factors associated with e-tail store brand affect.

Design/methodology/approach

Data were collected by conducting semi-structured depth interviews following a storytelling approach. The data were coded using the grounded theory method.

Findings

Data analysis shows that anticipated service recovery, deal attractiveness and luxury e-tail brand image predict e-tail store brand affect. These predictors play their roles under the moderating influences of specific moderators. The desirable marketing outcomes of e-tail store brand affect are e-tail branded app usage, spreading positive word of mouth and secure attachment style toward e-tailer.

Originality/value

The value of this study lies in developing a grounded theory based causal process model that can provide managerial insights on how to enhance e-tail brand affect.

Details

Marketing Intelligence & Planning, vol. 36 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 15 August 2016

Juhi Gahlot Sarkar and Abhigyan Sarkar

The purpose of this study was to explore possible types of brand proximity based on respective psychological causal antecedents, and also to uncover possible marking…

Abstract

Purpose

The purpose of this study was to explore possible types of brand proximity based on respective psychological causal antecedents, and also to uncover possible marking outcomes of brand proximity.

Design/methodology/approach

Data were collected from young adult respondents through semi-structured depth interviewing. The data were coded using a grounded theory method to interpret causal relationships between concepts.

Findings

Data coding resulted in a causal process model showing various psychological factors that would predict various brand proximity types, and also various attitudinal outcomes of brand proximity. Important emerging market context-specific findings are that the majority of Asian consumers feel emotionally close to developed foreign country originated brands, and that they use brands as a means to escape from various stress factors present in their daily lives.

Originality/value

A value of the study lies in exploring the contemporary types of psychological brand proximity and associated factors in the domain of consumer-brand relationship for the first time among Asian young adults.

Article
Publication date: 7 March 2019

Abhigyan Sarkar, Juhi Gahlot Sarkar and Gaurav Bhatt

The purpose of this paper is to investigate how various retail store atmospheric cues can impact store brand loyalty (SBL) via eliciting store brand love. This paper…

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Abstract

Purpose

The purpose of this paper is to investigate how various retail store atmospheric cues can impact store brand loyalty (SBL) via eliciting store brand love. This paper posits that different store brand experiential cues can predict brand love only when the experience is processed based on perceiving the brand as human-like entity, i.e. brand anthropomorphization. Brand love cannot be strongly elicited without the sense of brand anthropomorphization. Moreover, brand love can impact brand loyalty intention only under the moderating condition of perceived firm’s positive relationship marketing orientation.

Design/methodology/approach

Survey was conducted among urban shopping mall consumers, and the data were analyzed using structural equation modeling.

Findings

The findings support that store brand experience elicited by store environmental cues can better predict store brand love when the store is perceived as human, and store brand love can better predict conative SBL when consumer perceives that the store is having a positive relationship orientation.

Originality/value

The value of the paper lies in empirically testing the psychological mechanism through which store atmospheric cues lead to SBL.

Details

Marketing Intelligence & Planning, vol. 37 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 26 May 2022

Juhi Gahlot Sarkar, Abhigyan Sarkar and Sreejesh S.

This study aims to examine how brands can leverage on advergames as an interactive marketing tool to foster prosumer culture and build a sacred brand. Drawing from game…

Abstract

Purpose

This study aims to examine how brands can leverage on advergames as an interactive marketing tool to foster prosumer culture and build a sacred brand. Drawing from game theory, this research scrutinizes how advergame format (cooperative vs noncooperative) influences consumers’ perceived brand sacredness by harnessing positive brand relationship quality (BRQ) and intention to prosume. It also examines how reward types moderate the relationship between advergame format and advergamers’ BRQ.

Design/methodology/approach

Three different studies were conducted. Study 1 develops a measure to capture advergamers’ intention to prosume. Study 2 uses survey to collect data from brand-controlled gaming community platform. Study 3 is an experiment that uses 2 (game format: cooperative vs noncooperative) × 2 (reward type: hedonic vs utilitarian) between-subject format.

Findings

Study 1 provides a reliable and valid measure to capture “intention to prosume.” The results of Study 2 elucidate that (non) cooperative advergame format generates strong cold (hot) BRQ, leading to intention to prosume, which, in turn, drives brand sacredness. The results of Study 3 elucidate that using (utilitarian) hedonic rewards strengthens the impact of (non) cooperative advergame format on (cold) hot BRQ.

Research limitations/implications

This research has examined the roles of cooperative vs noncooperative game design formats and hedonic vs utilitarian reward formats. Future research may focus on other possible advergame design formats and reward types.

Practical implications

This research provides insights to advergame marketers toward designing appropriate hedonic or utilitarian game rewards to strengthen the impact of cooperative vs noncooperative advergame format on brand sacredness through enhancing BRQ and intention to prosume among the target advergamers.

Originality/value

This research applies game theory in the advergaming context to manoeuvre game format and rewards so that a sustainable prosumption culture is built, which has strong beliefs about the sacredness of the brand.

Details

European Journal of Marketing, vol. 56 no. 10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 19 March 2020

Gaurav Bhatt, Abhigyan Sarkar and Juhi Gahlot Sarkar

The majority of past studies on the physical store environment have focused on the impacts of distinct store environmental cues like music, crowding and décor on…

Abstract

Purpose

The majority of past studies on the physical store environment have focused on the impacts of distinct store environmental cues like music, crowding and décor on consumers' responses. However, recent research posits that consumer is more likely to experience several cues in a combination, rather than in isolation, i.e. different categories of store environmental cues are likely to impact consumer psychology holistically. Hence, our study aims to identify the relevant factors of store atmospheric cues impacting consumer's attitude in physical retail store context and validate scales to measure such factors.

Design/methodology/approach

This research develops and validates psychometrically reliable scales to measure two broad store stimuli factors namely: attractive and facilitating store stimuli, following the scale development method suggested by Churchill (1979).

Findings

The study shows that attractive store stimuli predict affective and sensory store brand experiences. The facilitating store stimuli moderate the effects of attractive store stimuli on affective and sensory store brand experiences. Affective and sensory store brand experiences predict store satisfaction.

Originality/value

This research contributes to the existing body of store ambience research by empirically understanding the psychological mechanism through which customers perceive different store cues holistically leading to the elicitation of store satisfaction.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 4
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 18 February 2019

Juhi Gahlot Sarkar and Abhigyan Sarkar

The purpose of this paper is to investigate various factors that shape young adult consumers’ smartphone-based service app involvement and their subsequent development of…

1060

Abstract

Purpose

The purpose of this paper is to investigate various factors that shape young adult consumers’ smartphone-based service app involvement and their subsequent development of brand loyalty for the app.

Design/methodology/approach

A survey was conducted to test the hypothesized relationships. The survey data were analyzed using SPSS-based PROCESS macro (Hayes, 2013).

Findings

The study results show that consumer can perceive an app to be largely hedonic or utilitarian, and the perceived app design (hedonic vs utilitarian) impacts consumers’ involvement with a particular service app category. Further, the findings elucidate that the impact of app hedonism on app category involvement is moderated by consumer’s surfing task orientation and the extent to which app arouses their imagination. On the other hand, the impact of app utilitarianism on app involvement is moderated by consumer’s information-seeking task orientation and perceived relevance of the information. Finally, app category involvement predicts loyalty toward a particular brand in the service app category. The effect of app involvement on brand loyalty is moderated by hot and cold brand relationship quality in cases of hedonic and utilitarian apps, respectively.

Originality/value

The value of this research lies in identifying relevant managerially actionable moderators that shape the relationships between perceived dominant app design (hedonic vs utilitarian), app category involvement and app brand loyalty.

Details

Information Technology & People, vol. 32 no. 6
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 7 July 2022

Rahila Aziz and Zillur Rahman

A conceptual confusion has evolved in brand hate (BH) research mainly due to multiple conceptualizations, models and constructs in the field. As such, there is an urgent…

Abstract

Purpose

A conceptual confusion has evolved in brand hate (BH) research mainly due to multiple conceptualizations, models and constructs in the field. As such, there is an urgent need to bring these insights together for a holistic understanding of research in BH, fostering its growth. This paper aims to fill this theoretical gap by bringing together the field of BH and delineating opportunities for further research.

Design/methodology/approach

A systematic literature review was conducted for a period of about two decades, from 1998 to August 2021. The authors included the English articles published in peer-reviewed academic journals with full texts relevant to this study, leading to a usable sample of 55 articles.

Findings

The authors’ findings reveal that the literature has inadequately distinguished BH as emotion and relationship, while the theoretical domain used to explore BH remains largely dominated by the psychology literature. Furthermore, BH research has primarily focused on services, with little distinction made between hatred across product and service context, with most studies set in developed countries. The authors further identify the need to investigate boundary conditions influencing BH and develop a more robust measure of BH to capture its dynamic facet.

Research limitations/implications

By presenting a comprehensive and up-to-date overview of the research in BH and highlighting the future research avenues, this study is believed to spur scholarly research and serve as a valuable tool for the researchers in advancing the research in BH.

Practical implications

Analysis of determinants and antecedents of BH provide managers an opportunity to nip the evil in the bud by preventing such situations that may lead to BH. Furthermore, insights into different BH consequences and boundary conditions allow brand managers to devise appropriate strategies to mitigate adverse reactions and foster positive consumer–brand relationships.

Originality/value

This study provides a thorough analysis of the current state of BH research in one place and draws a road map for scholars to further the research in this area.

Details

European Journal of Marketing, vol. 56 no. 7
Type: Research Article
ISSN: 0309-0566

Keywords

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