Search results

1 – 10 of 10
Article
Publication date: 20 July 2021

Ankur Srivastava, Nitin Gupta and Nripendra P. Rana

This study investigates the role of consumer cosmopolitanism on consumer attitudes and purchase intentions (PIs) towards foreign and local brands.

Abstract

Purpose

This study investigates the role of consumer cosmopolitanism on consumer attitudes and purchase intentions (PIs) towards foreign and local brands.

Design/methodology/approach

The responses were collected on a structured questionnaire through a consumer survey. The data were then analysed through structural equation modelling (SEM).

Findings

The results depict the positive influence of consumer cosmopolitanism on consumer attitudes towards foreign brands, which positively influences PIs towards foreign brands and negatively influences the PIs of local brands. Further, the mediating role of perceived quality was observed in explaining the consumer preference towards foreign and domestic brands.

Practical implications

Finally, the study concludes by providing implications for marketing scholars and managers of global and local brands.

Originality/value

The paper examines the underlying mechanisms related to consumer cosmopolitanism and its role in influencing the foreign and local brand purchase.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 4 February 2020

Ankur Srivastava, Dipanjan Kumar Dey and Balaji M.S.

The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It…

1408

Abstract

Purpose

The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It further examines three drivers of brand credibility: perceived globalness, perceived local iconness and perceived authenticity.

Design/methodology/approach

A structured questionnaire was used for data collection. Systematic random sampling using the mall intercept technique was used to collect cross-sectional data from 836 customers in India. Hypotheses were tested by using structural equation modeling with AMOS 21.

Findings

The results demonstrate the significance of brand credibility on purchase intentions. Furthermore, brand globalness differentially influence brand credibility for global and domestic brands.

Research limitations/implications

The findings provide key insights for marketers regarding consumer evaluation of global brands and domestic brands in emerging markets.

Originality/value

This study contributes to the literature by proposing and testing the key role of brand credibility in consumer choice of global brands versus domestic brands in an emerging market context.

Details

Journal of Product & Brand Management, vol. 29 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 18 June 2021

Purva Sharma, Sudeepta Pradhan and Ankur Srivastava

The study intends to investigate the key purchase drivers of luxury brands in India. Given that a major segment of this target audience is the young consumers, the study…

Abstract

Purpose

The study intends to investigate the key purchase drivers of luxury brands in India. Given that a major segment of this target audience is the young consumers, the study focuses on determining these antecedents of luxury purchase from a young Indian consumer lens.

Design/methodology/approach

The study uses an interpretive research position, employing qualitative techniques in the form of in-depth interviews. In total, 62 respondents were interviewed, and later the transcribed interviews were analyzed using content analysis.

Findings

The study identifies the three main value dimensions that contribute to the final purchase decision: functional, social and emotional. The study also highlights the importance of Internet and web for luxury brands and how young Indian consumer consumes luxury online.

Originality/value

Research on luxury brands is still at a nascent stage. Though variables such as economic value, brand origin, social identity, prestige, self-congruity and so on have been examined in the context of luxury brands in prior studies. However, these studies are restricted because either they were product-specific or actual users of luxury brands were not approached as the sample. Most importantly none of these studies reflect the purchase behavior of young consumers in an emerging market, especially India. Given the growth of luxury brands in India, it would be worthwhile to investigate the factors influencing the customer purchase intention of luxury brands in emerging markets.

Details

Asia-Pacific Journal of Business Administration, vol. 13 no. 4
Type: Research Article
ISSN: 1757-4323

Keywords

Article
Publication date: 23 October 2017

Dipanjan Kumar Dey and Ankur Srivastava

The purpose of this research paper is to examine predictors of impulsive buying intentions among youngsters from a hedonic shopping perspective. Recent theoretical work…

4282

Abstract

Purpose

The purpose of this research paper is to examine predictors of impulsive buying intentions among youngsters from a hedonic shopping perspective. Recent theoretical work suggests that impulsive buying can function as a form of different hedonic shopping value dimensions such as fun, social interactions, novelty, escapism and outside appreciation.

Design/methodology/approach

The present research empirically tests a theoretical model of impulse buying intentions by examining the associations between hedonic shopping value dimensions and intentions in the presence of situational characteristics as moderators. A survey of 333 youngsters aged 15 to 23 is conducted using a structured questionnaire. Constructs are measured using established scales.

Findings

Results indicate that the impulsive buying intentions of youngsters are positively associated with all the five dimensions of hedonic shopping value. Situational characteristics of money and time availability positively moderate this relationship. Task definition negatively moderates the association between impulsive buying intention and hedonic shopping value dimensions.

Research limitations/implications

Two major theoretical implications result from this study. First, the study enabled the conceptualization of a theoretical framework of impulse buying intentions by including five dimensions of hedonic shopping value as important factors in young consumers’ impulse behavior buying intentions. Further, it includes the moderating effects of all the three aspects of situational characteristics in the same model.

Practical implications

The marketers can make use of the shopping value dimensions and the situational characteristics moderators to design and implement marketing strategies so that sales via impulse buying are maximized.

Originality/value

This study provides novel insights on the complex process of impulsive buying by youngsters by expanding the application of the hedonic shopping motives in the presence of situational factors as moderating variables.

Details

Journal of Indian Business Research, vol. 9 no. 4
Type: Research Article
ISSN: 1755-4195

Keywords

Article
Publication date: 24 May 2018

Ankur Srivastava and M.S. Balaji

Despite the increasing attention on consumers in emerging markets, there is limited research on the emerging market consumers’ evaluation of global brands. The purpose of…

1355

Abstract

Purpose

Despite the increasing attention on consumers in emerging markets, there is limited research on the emerging market consumers’ evaluation of global brands. The purpose of this paper is to address this research gap by examining the role of consumer dispositions – cosmopolitanism, need for uniqueness and materialism in attitude and purchase intentions toward global brands from emerging vs developed markets.

Design/methodology/approach

A mall intercept method was used to collect responses from shoppers in four major cities in India. The intercept method produced a usable sample of 613 respondents. Each respondent was asked to mark his or her response concerning two global brands – one each from developed and emerging markets separately.

Findings

The findings show that cosmopolitanism and need for uniqueness determine emerging market consumers’ attitude toward global brands. Specifically, the authors find that while cosmopolitanism has a higher positive impact on global brands from the developed market, need for uniqueness has a negative impact on global brands from emerging market.

Research limitations/implications

The study findings show that need for uniqueness negatively affects attitude toward global brands from emerging markets. This presents a significant challenge for global brands from emerging market when competing with the counterparts from developed markets.

Practical implications

The findings show that managers of global brands in emerging markets should develop unique brand positioning that differentiates from international brands. By carefully managing their marketing mix elements (e.g. price, design, distribution), they can induce counter-conformity among consumers for brands that originate in emerging markets.

Originality/value

While prior studies suggest that emerging market consumers prefer foreign brands than domestic brands, little attention was focused on the antecedents for such preference. This study considers consumer dispositions, which were not examined in prior research in addressing this research gap.

Details

Marketing Intelligence & Planning, vol. 36 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 21 March 2016

Ankur Srivastava and Dipanjan Kumar Dey

The purpose of this study is to investigate the perceived differences in brand analysis dimensions, such as brand-specific association (represented by perceived brand…

Abstract

Purpose

The purpose of this study is to investigate the perceived differences in brand analysis dimensions, such as brand-specific association (represented by perceived brand quality, brand price, brand emotional value and brand social value), brand impressions (represented by perceived brand image and general brand awareness) and brand credibility (represented by perceived brand trustworthiness and brand expertise), for young consumers in the context of banking services in India. All three types of banks operating in the Indian market are compared: state-owned banks, private (Indian) banks and global (foreign) banks.

Design/methodology/approach

The authors follow a cross-sectional design in this study. A structured questionnaire is created with the help of well-established scales. Reliability and validity tests are performed on all the dimensions of the scale. Exploratory factor analysis, ANOVA and ordinary least squared multiple regression analysis are performed to test the proposed hypotheses empirically.

Findings

The authors report significant differences in perceptions among young consumers among the three types of banks for all the dimensions of brand-specific associations, that is, perceived quality, perceived price, perceived brand social value and perceived brand emotional value. The authors find partial support for the hypotheses presented in this study concerning differences in three bank types among young consumers related to general brand impressions and brand credibility.

Practical implications

The results provide insights on the perceptions of the global and local brands among young consumers in the context of the banking industry. This will aid practitioners in assessing the relative position of their brands with respect to their global/local counterparts. These insights would help brand managers to design effective marketing mix strategies to target the young Indian consumers more effectively.

Originality/value

This is the first study that includes the concept of brand credibility along with brand-specific associations and general brand impression in investigating purchase intention of banking services by young consumers.

Details

Journal of Indian Business Research, vol. 8 no. 1
Type: Research Article
ISSN: 1755-4195

Keywords

Article
Publication date: 5 February 2018

Vishal Vyas, Ankur Roy and Sonika Raitani

Understanding the effect of competitor’s marketing activities as well as analyzing the impact of one’s own marketing activities is equally important. The purpose of this…

Abstract

Purpose

Understanding the effect of competitor’s marketing activities as well as analyzing the impact of one’s own marketing activities is equally important. The purpose of this paper is to determine the role of competing bank’s marketing activities (i.e. competitor’s price and product variety) and main bank’s characteristics (bank’s reputation and expertise) in the cross-buying intentions of customers by studying the interrelationships among these.

Design/methodology/approach

This study has adopted a hybrid model of confirmatory factor analysis and the decision-making trial and evaluation laboratory. Data were gathered from two different samples of bank customers and bank experts, using closed-ended questionnaire.

Findings

The results revealed that competitor’s price influences the cross-buying intentions of customers more than the reputation and expertise of primary bank. Bank’s reputation, expertise and competitor’s price were found causing factors. The remaining two factors, namely competitor’s product variety and cross-buying intentions, were belonging to the effect group.

Practical implications

For practice, this study guides banking institutions for resource allocation. Continuous and extensive staff training should be provided to sales staff. Bank should realize customers that they are getting much more value in return of what they are paying.

Originality/value

This study is one of few studies in marketing literature which investigates the effect of competitors on cross-buying.

Details

International Journal of Bank Marketing, vol. 36 no. 1
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 1 April 2016

Ankur Nandedkar

This study investigates the dynamics of supervisor-subordinate relationship, commonly referred in leadership literature as leader-member exchange (LMX), in the context of…

Abstract

This study investigates the dynamics of supervisor-subordinate relationship, commonly referred in leadership literature as leader-member exchange (LMX), in the context of envy, and its associated consequences. Building on the affective events theory, we hypothesize that employees who do not share a good relationship with their supervisors (low-quality LMX) will be envious of the peers that maintain great relationship (high-quality LMX) with the supervisor. As a result, they will restrict knowledge sharing, and engage in uncivil behaviors. Hierarchical regression was used to test hypotheses on data derived from a sample of 204 software engineers working across various information technology firms in India. The study found support for all of the proposed hypotheses and extends research in the field by demonstrating negative consequences of envy in the workplace.

Details

International Journal of Organization Theory and Behavior, vol. 19 no. 4
Type: Research Article
ISSN: 1093-4537

Article
Publication date: 28 June 2019

John A. Aloysius, Ankur Arora and Viswanath Venkatesh

Retailers are implementing technology-enabled mobile checkout processes in their stores to improve service quality, decrease labor costs and gain operational efficiency…

Abstract

Purpose

Retailers are implementing technology-enabled mobile checkout processes in their stores to improve service quality, decrease labor costs and gain operational efficiency. These new checkout processes have increased customer convenience primarily by providing them autonomy in sales transactions in that store employee interventions play a reduced role. However, this autonomy has the unintended consequence of altering the checks and balances inherent in a traditional employee-assisted checkout process. Retailers, already grappling with shoplifting, with an estimated annual cost of billions of dollars, fear that the problem may be exacerbated by mobile checkout and concomitant customer autonomy. The purpose of this paper is to understand the effect of mobile checkout processes in retail stores on cybercrime in the form of shoplifting enabled by a technology transformed the retail environment.

Design/methodology/approach

The authors conducted an online survey of a US sample recruited from a crowdsourced platform. The authors test a research model that aims to understand the factors that influence the intention to shoplift in three different mobile checkout settings − namely, smartphone checkout settings, store-provided mobile device checkout settings, and employee-assisted mobile checkout settings − and compare it with a traditional fixed location checkout setting.

Findings

The authors found that, in a smartphone checkout setting, intention to shoplift was driven by experiential beliefs and peer influence, and experiential beliefs and peer influence had a stronger effect for prospective shoplifters when compared to experienced shoplifters; in a store-provided mobile devices checkout setting, experiential beliefs had a negative effect on shoplifters’ intention to shoplift and the effect was weaker for prospective shoplifters when compared to experienced shoplifters. The results also indicated that in an employee-assisted mobile checkout setting, intention to shoplift was driven by experiential beliefs and peer influence, and experiential beliefs had a stronger effect for prospective shoplifters when compared to experienced shoplifters.

Originality/value

This study is the among the first, if not first, to examine shoplifters’ intention to shoplift in mobile checkout settings. We provide insights into how those who may not have considered shoplifting in less favorable criminogenic settings may change their behavior due to the autonomy provided by mobile checkout settings and also provide an understanding of the shoplifting intention for both prospective and experienced shoplifters in different mobile checkout settings.

Details

Information Technology & People, vol. 32 no. 5
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 23 December 2020

Amit Kumar, Julia Connell and Asit Bhattacharyya

Over the past few decades, many initiatives have been proposed in response to critical environmental challenges. However, in most cases, progress has been inadequate…

Abstract

Purpose

Over the past few decades, many initiatives have been proposed in response to critical environmental challenges. However, in most cases, progress has been inadequate, raising questions as to why so few organisations have been successful in adopting effective sustainability measures. To address this dilemma, this paper aims to propose a range of sustainability-related co-opetitive strategies that are likely to be beneficial for organisations and society. The research findings provide support for co-opetitive approaches to corporate social responsibility (CSR) and sustainability by providing evidence within an Australian context.

Design/methodology/approach

Research methods comprised 14 interviews with senior executives/managers from private and public sector organisations in Australia. Thematic content analysis indicates the presence of three types of drivers (commonality-driven, competition-driven and collaboration-driven) and three critical success factors (governance, public policy and relationship principles) related to co-opetition, CSR and sustainability.

Findings

Findings indicate that inter-firm co-opetition could be considered a viable strategy to improve performance across the economic, social and environmental dimensions of sustainability. Limitations concern the number of interviews conducted.

Originality/value

Based on the research findings, a typology was created that depicts different forms of co-opetition in CSR/sustainability and their relationships with firm performance. Moreover, the typology illustrates the importance of co‐opetitive partnerships in supporting effective responses to sustainability challenges and opportunities.

Details

Sustainability Accounting, Management and Policy Journal, vol. 12 no. 6
Type: Research Article
ISSN: 2040-8021

Keywords

1 – 10 of 10