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Discusses and contrasts the theories of double jeopardy and brand equity. A model of attitudes, habit, brand loyalty and brand equity outcomes is proposed in order to reconcile the two theories. Results of a study designed to test the model are presented. Results indicate support for both theories of brand equity and double jeopardy since both direct and indirect relationships were found between attitudes/habit and brand equity outcomes. The indirect relationships were mediated by the concept of brand loyalty. Implications for managers are discussed.

Traces the diffusion of palm oil by a joint venture company in Indonesia during the early 1980s. The diffusion framework provided by E.M. Rogers is examined in this context. The author relates his personal observations over the course of two years and arrives at certain conclusions. In keeping with Rogers′ framework, characteristics of the innovation and change agent effort were critical in the diffusion. However, Rogers′ two‐step model of diffusion was not relevant in this case. A one‐step model of diffusion is recommended for the marketing of industrial products where knowledge of the innovation is considered to be proprietary information and is not spread through interpersonal networks.

This paper describes the personal history and intellectual development of Morris B. Holbrook (MBH), a participant in the field of marketing academics in general and consumer research in particular.

The paper pursues an approach characterized by historical autoethnographic subjective personal introspection or HASPI.

The paper reports the personal history of MBH and – via HASPI – interprets various aspects of key participants and major themes that emerged over the course of his career.

The main implication is that every scholar in the field of marketing pursues a different light, follows a unique path, plays by idiosyncratic rules, and deserves individual attention, consideration, and respect … like a cat that carries its own leash.

In the case of MBH, like (say) a jazz musician, whatever value he might have depends on his originality.

This paper aims to examine the mediating role of brand satisfaction and brand trust in brand equity antecedents and outcomes through an empirical investigation of brand equity elements.

A survey was conducted in Pune and Mumbai, two prominent cities of India. A structured questionnaire focussed on garnering responses on measuring brand equity antecedents and outcomes was circulated to the cell phone users. The questionnaire aimed to assess the role of two additional variables, namely, brand satisfaction and brand trust, in the existing and the conceptual model of brand equity (Keller, 2001). Based on the data analysis, a structural equations path and the mediating model were developed.

The findings of this study show that the new brand equity model is highly relevant in predicting brand equity as compared to the existing brand equity model (Keller, 2001). The brand equity mediation model clearly elucidates the role of brand trust and brand satisfaction.

With reference to a theoretical contribution, the study broadens the existing hypothetical model of brand equity. The findings of this research provide a strategic and analytical model for brand managers to build brand relationships among their consumers.

The present study challenges the existing model of brand equity (Keller, 2001) and further makes an effort to fill in the gaps in the existing theoretical model of brand equity.

Este documento tiene como objetivo examinar el papel mediador de la satisfacción con la marca y la confianza con la marca en los antecedentes y resultados de la equidad de marca a través de una investigación empírica de los elementos de equidad de marca.

Se realizó una encuesta en Pune y Mumbai, dos ciudades prominentes de la India. Se distribuyó a los usuarios de teléfonos móviles un cuestionario estructurado centrado en obtener respuestas para medir los antecedentes y resultados del valor de marca. El objetivo del cuestionario era recoger información para evaluar el papel de dos variables adicionales, la satisfacción con la marca y la confianza en la marca en el modelo existente y conceptual del valor de marca (Keller, 2001). El análisis de datos se llevó a cabo a través de la metodología de ecuaciones estructurales y modelo de mediación.

Los hallazgos de este estudio muestran que el nuevo modelo de equidad de marca es muy relevante para predecir el valor de marca en comparación con el modelo de marca existente (Keller, 2001). El modelo de mediación de la equidad de marca aclara el rol de la confianza y la satisfacción con la marca.

En relación a la contribución teórica, el estudio amplía el modelo existente de valor de marca. Los resultados de esta investigación proporcionan un modelo estratégico y analítico para que los gerentes creen relaciones de marca entre sus consumidores.

El presente estudio desafía el modelo existente de equidad de marca (Keller, 2001) y además hace un esfuerzo por llenar los vacíos en el modelo teórico existente de equidad de marca.

Equidad de marca, Satisfacción con la marca, Confianza en la marca, Análisis de ecuaciones estructurales, Análisis de mediación

Artículo de investigación

The present chapter explores the topic of death in the context of contemporary New Delhi, India. Building upon what I chose to call an ‘expanded ethnography’, it explores the multiple ways in which sensory, visual and digital mediations and tools can help researchers address such an existentially delicate topic. Building on a mix of online visual ethnography (of computer screens and smartphones), of bodily/sensory practices, of sound recording and image-making, my research focussed on retirement homes and shelters amidst a bulging Indian metropolis. I engaged with subjects who, because of personal choices or family difficulties, have ended up finishing their lives in solitude amidst a city forced to co-live with the presence of death. Alternating between photographic portraits, filmic observations and moments of playful exchanges in front of a camera (with me as one of the objects portrayed) my method capitalizes upon the integration (and problematisation) of bodily (sensory and affective) as well as digital techniques. All together these different mediations have granted me access to different layers of connection to the topic of death in Delhi and also to my ageing guides/interlocutors.

The paper aims to focus on underpinning the moderating role of work meaningfulness in alleviating the impact of general job demands on burnout directly and via work–family conflict by drawing on the conservation of resources theory.

Survey methodology was used for this study, using standardized instruments to assess general job demands, meaningfulness, work–family conflict and burnout. The survey was administered to school teachers (n = 800), and the data set was analyzed through SmartPLS 4.0.

This study ascertained that work meaningfulness moderated the relationship between general job demands and burnout. This study also found that general job demands under conditions of low work meaningfulness positively affected burnout through work–family conflict, thereby validating the moderated mediation model.

While several studies have established the relationship between general job demands, work–family conflict and burnout, to the best of the authors’ knowledge, this is the first study that examined the moderating role of work meaningfulness in the relationship, where work meaningfulness has emerged as a suitable moderator in lowering the impact of job demands on burnout via a work–family conflict. This study contributes to the extant literature on work meaningfulness and adds utility to practice.

This study attempts to understand the research clusters and thematic evolution of the topic generational diversity at workplace, over the period of 2001–2009 and 2010–2018. Furthermore, it attempts to identify the key shifts (and convergence) that have taken place in the value system across generational cohorts.

In this context, the first stage of the study involved an in-depth systematic analysis of extant literature on multigenerational workforce between 2001–2009 and 2010–2018 by applying bibliometric analysis. Following an explanatory mix-method approach, the second stage of the study comprised of 32 interviews conducted across generations, exploring the role of ethics at the workplace.

It was revealed that during the period 2001–2009, communication and identification of generational characteristics emerged as the major themes. The 2010–2018 period unraveled four themes of research – retaining and engaging millennials through leadership, generational differences in work values, impact of generational differences on organizational-level variables and generational diversity in education and nursing. The outcome from the second stage showed that work values differ across generations with an emphasis on intrinsic work values, and work values have rather deteriorated, with baby boomers possessing stronger work ethics in comparison to the millennials. Finally, an integrated model for multigenerational workforce has been proposed.

This paper provides significant inputs to the expanding research in the area of work values, as it delves into the principal mechanisms leading to differences in work values among generations.

Bibliometric analysis, which is a quantitative approach to understanding the intellectual structure of a research topic, has been applied to generational diversity at the workplace. This constitutes a novel attempt that can be bracketed as a pertinent contribution to the field.

The aim of this paper is to extend a conceptual understanding of business process outsourcing (BPO) and its prevailing practices in the background of the post‐liberalized economic scenario of India. Efforts have also been made to discuss the major work verticals of Indian ITES‐BPO industry, which further reveals the fact of its domain expertise and in‐time delivery of services in a pre‐determined standard with least possible cost that has made India a BPO hub. The later part of the study deals with an empirical SWOT‐analysis that highlights the key factors that have significant bearing to the very flourishment of this sunshine industry.

The data collected for the analysis are secondary in nature and include various journals, periodicals, survey reports and on‐line business reports/news. The techniques like trend analysis and SWOT analysis in particular have been implemented for the purpose of study.

The paper found that in addition to the growth of traditional industries, patronization of this emerging sector is also a high necessity, looking at its socio‐economic contribution to the society on one hand and considerable amount of employment creation and income generation capabilities for the bright mass of the country that restrict “brain drain”, on the other hand.

The paper describes, analyses and critiques the outsourcing industry in India with reference to a core theory base. It is expected to be helpful in stimulating the analytical mind of the researchers and industry practitioner of the area for scientific decision making and furthering the research on this particular aspect of business.

Offshore outsourcing of non‐core business process has rapidly evolved as a ubiquitous organisational phenomenon. However, failure to follow a clear, systematic and effective outsourcing strategy to evaluate threats, uncertainties and numerous imponderables can cause global enterprise businesses major setbacks. The reasons for such setback could be largely due to lack of core competency, careful legal planning and due diligence to operating models associated with an outsourcing initiative. This paper attempts to collate and exemplify the distinct qualifying processes accommodating contractual and intellectual property rights and provide a worthwhile debate on intricate legal considerations when structuring multi‐jurisdictional outsourcing deals.

The paper presents a comparative analysis of strategic legal and management framework by weighing the risks and evaluating the threats which would assist the decision making process of firms when selecting an appropriate offshore partner to carry out their IT‐development work.

Importance of legal intervention and due diligence to service agreements is further elevated as, at every phase of an outsourcing arrangement, compliance issues and contractual obligations can affect the success of an enterprise customer and its relationship with their outsourcing service provider.

The authors suggest that an exhaustive qualitative and quantitative industry specific research analysis be conducted in order to better define the principles and standards governing sub‐contracting arrangements.

A broader exposure to the strategic management and regulatory framework might provide firms with vantage points from which they could assess and identify new opportunities, evaluate threats and adopt effective risk mitigation strategies. Compliance to security standards and safeguard of information acquisition, analysis and usage should emerge as the mainstream strategy for outsourcing.

The paper offers insights and an overview of management and legal issues in the context of offshore technology outsourcing.