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Article
Publication date: 9 January 2017

Ekta Srivastava, Satish Sasalu Maheswarappa and Bharadhwaj Sivakumaran

The purpose of this paper is to examine the presence of nostalgic advertising in Indian television and its execution with reference to extent of information disclosure…

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Abstract

Purpose

The purpose of this paper is to examine the presence of nostalgic advertising in Indian television and its execution with reference to extent of information disclosure, level of involvement, type of products and stages in product life cycle (PLC).

Design/methodology/approach

This research uses a content analysis of 700 TV advertisements aired between January-December 2013 from top five Indian TV channels based on their rank according to Gross Viewership in Thousands.

Findings

Humour/happiness was the most commonly used emotional appeal and nostalgic ads constituted 12 per cent of the emotional ads in Indian television. “References to past family experiences” was the most commonly used nostalgic element. As hypothesised, nostalgic ads use low information disclosure strategy (vis-à-vis high/medium information disclosure strategy) and are more commonly used for low involvement products (vis-à-vis high involvement products), experience products (vis-à-vis search products), and non-durables (vis-à-vis durables). Also, nostalgic appeals are more commonly used at maturity stage of PLC (vis-à-vis introduction stage).

Originality/value

This is the first research to analyse the content and execution of nostalgic advertising in India. This study is also one of the first to provide a comprehensive framework on nostalgic advertising. The interrelationships among variables such as product category, process of emotional appeal, degree of information disclosure and stage in PLC has not been investigated earlier, in the context of nostalgic advertising. Moreover, this study is the first attempt to present a snapshot of TV ads in India.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 29 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 23 August 2019

Harindranath R.M., Bharadhwaj Sivakumaran and Jayanth Jacob

The principal purpose of this study is to examine the moderating influence of selling experience on the following two relationships – adaptive selling and job satisfaction…

Abstract

Purpose

The principal purpose of this study is to examine the moderating influence of selling experience on the following two relationships – adaptive selling and job satisfaction and customer orientation and job satisfaction – using unionized salespeople as respondents. It also tests for the mediating role of adaptive selling in the customer orientation–job satisfaction relationship.

Design/methodology/approach

This paper uses data from a survey conducted on 208 pharmaceutical unionized salespeople from 46 pharmaceutical firms in India. The model was tested using structural equation modeling. Moderation hypotheses were estimated using process macro and the Johnson–Neyman technique.

Findings

The data fitted the model well. This research found that customer orientation drove adaptive selling behavior and job satisfaction, and that adaptive selling influenced job satisfaction (all positively); it was found that adaptive selling partially mediated the relationship between customer orientation and job satisfaction. Results revealed that job experience negatively moderated the adaptive selling behavior–job satisfaction and customer orientation–job satisfaction relationships.

Practical implications

The results show that pharma firms may hire young recruits and, importantly, measure their customer orientation and adaptive selling levels. For the purposes of training to enhance customer orientation and adaptive selling, pharma firms may send only their less experienced salespersons.

Originality/value

To the authors’ knowledge, this study could be the first to examine the interaction of job experience and customer-directed selling behaviors such as adaptive selling and customer orientation on job satisfaction. Moreover, this is possibly the only study in this domain that uses unionized salespeople in an emerging market (India).

Details

Journal of Business & Industrial Marketing, vol. 34 no. 8
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 6 May 2017

Nachiketas Nandakumar, Bharadhwaj Sivakumaran, Arti Kalro and Piyush Sharma

The purpose of this paper is to empirically examine the interactive effects of message framing, perceived threat and efficacy appeals on attitudes/intentions toward…

Abstract

Purpose

The purpose of this paper is to empirically examine the interactive effects of message framing, perceived threat and efficacy appeals on attitudes/intentions toward consumer healthcare communications, particularly, cataract surgery.

Design/methodology/approach

This paper develops two conceptual models dealing with threat, efficacy and framing and tests them with data collected from two field experiments.

Findings

The results reveal that high efficacy messages in combination with high threat or loss-framed messages have a significant positive influence on consumer attitudes and intentions in the consumer healthcare arena.

Practical implications

The findings have managerial value and public policy implications for healthcare officials in developing effective communications material. Specifically, this paper recommends that high threat, high efficacy and loss-framed efficacy messages be used.

Originality/value

This research extends previous work by demonstrating the effectiveness of threat appeals and framing on consumer attitudes and intentions to undergo cataract surgery. It also demonstrates the use of communication models in the healthcare domain.

Details

Marketing Intelligence & Planning, vol. 35 no. 4
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 13 February 2017

Arti D. Kalro, Bharadhwaj Sivakumaran and Rahul R. Marathe

Extant research on comparative advertising has focused only on “market leader” comparisons (a brand targeting the market leader), whereas in the marketplace, “multi-brand”…

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2311

Abstract

Purpose

Extant research on comparative advertising has focused only on “market leader” comparisons (a brand targeting the market leader), whereas in the marketplace, “multi-brand” comparisons are more prevalent (Kalro et al., 2010). Moreover, most research focuses on direct comparisons only. Hence, this research aims to investigate the interplay between comparison ad strategy (“market leader”/“multi-brand” comparisons) and comparison ad format (direct/indirect comparisons) on the effectiveness of comparative advertising.

Design/methodology/approach

This paper uses four 2 × 2 fully crossed factorial designs (comparison ad format: direct vs indirect and comparison ad strategy: market leader vs multi brand) with established and new brands in two categories: powdered detergents and smart phones. All studies were conducted in metropolitan cities of India.

Findings

By and large, the experiments indicated that direct (indirect) comparisons lowered (heightened) perceived manipulative intent and enhanced (reduced) attitude-toward-the-ad for multi-brand (market leader) comparisons.

Practical implications

Findings suggest that when advertisers use comparative advertising, they may use direct ads when using multi-brand comparisons and use indirect ones when using market leader comparisons. It could also be argued that when advertisers use multi-brand comparisons because of fragmentation in the marketplace, they may directly compare against these multiple brands. When advertisers need to compare against a market leader, they may do so indirectly.

Originality/value

This research is among the first to investigate multi-brand comparisons that are widely used in the industry and that too in the context of both direct and indirect comparison formats.

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Article
Publication date: 12 April 2018

Angeline Gautami Fernando, Bharadhwaj Sivakumaran and L. Suganthi

Second-hand/used goods channels compete with existing traditional channels to satisfy consumers’ needs that are unmet by traditional retail networks. However, most studies…

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2935

Abstract

Purpose

Second-hand/used goods channels compete with existing traditional channels to satisfy consumers’ needs that are unmet by traditional retail networks. However, most studies on online shopping have largely ignored online second-hand/used good purchases. This study aims to use Thaler’s mental accounting model, principal–agent perspective and contamination theory to highlight the differences in the value sought by online new goods and second-hand shoppers.

Design/methodology/approach

A conceptual framework linking perceived uncertainty, perceived acquisition value and e-loyalty was developed and tested using structural equation modelling. The moderating effects of product type (new vs second-hand) and frugality were also included.

Findings

The paper found strong support for the model. Results showed that online second-hand shoppers were more uncertain and perceived lesser levels of acquisition value when compared to new goods shoppers. They were also less frugal. Online shoppers are also more likely to buy products with sensory attributes (experience goods) in new goods websites and products with non-sensory attributes (search goods) from second-hand websites. The authors recommend various ways in which managers can increase perceived value for the online shopper.

Research limitations/implications

Future studies can extend this investigation by including transaction value or other hedonic values to verify their impact on acquisition value and e-loyalty. While the authors found support for the notion that consumers who buy used goods online are less frugal, there is some research that could point to the opposite. Hence, research can investigate this topic in depth in more countries to throw more light on this.

Practical implications

To sustain themselves in a competitive online market, retailers need to understand the value sought by consumers. This study provides empirical evidence of the importance of acquisition value for new goods and second-hand shoppers.

Originality/value

No recent research has compared the value sought by online second-hand and new goods shoppers. This study contributes to the understanding of the acquisition value perceived by consumers in online new goods and second-hand shopping channels.

Details

European Journal of Marketing, vol. 52 no. 7/8
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 29 March 2019

Ekta Srivastava, Satish S. Maheswarappa and Bharadhwaj Sivakumaran

The purpose of this paper is to study the affective outcome of ambivalent nostalgia through use of executional variables, develop a framework linking nostalgia (through…

Abstract

Purpose

The purpose of this paper is to study the affective outcome of ambivalent nostalgia through use of executional variables, develop a framework linking nostalgia (through affect) and consumers’ cognitive processing, and explain the relationship of nostalgia with self-brand connection (SBC) and willingness to pay a premium (WTPP) through a mediator, cognitive processing.

Design/methodology/approach

This research is based on two experiments. In study 1, students were shown a nostalgic ad paired with a vignette to manipulate “past–present contrast.” In study 2, positive and negative moods were induced and an informative nostalgic ad was shown to measure processing styles and SBC and WTPP; this was followed by mediation analysis.

Findings

The findings are as follows: first, “Past–present contrast” can reduce the negative affect in nostalgia, making it less ambivalent; second, positive (negative) affect leads to top-down (bottom-up) processing; third, SBC and WTPP are higher when top-down processing is used; and, fourth, processing style is a mediator between affect and SBC/WTPP.

Practical implications

Managers may use the “good past, good present” scenario to mitigate negative affect in nostalgia. Nostalgic ads may be used by brands that want consumers to pay a price premium, have a strong SBC and when they want consumers to use top-down processing.

Originality/value

This paper demonstrates how to reduce ambivalence and associate brands with positive affect in nostalgia, and gain SBC and WTPP; the mediating role of cognitive processing in the relationship of nostalgia with SBC and WTPP is delineated.

Details

Marketing Intelligence & Planning, vol. 37 no. 3
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 11 September 2017

Satish Sasalu Maheswarappa, Bharadhwaj Sivakumaran and Arun G. Kumar

The purpose of this paper is to investigate returns to search (getting a better product and/or a lower price as a result of search) when consumers use/do not use…

Abstract

Purpose

The purpose of this paper is to investigate returns to search (getting a better product and/or a lower price as a result of search) when consumers use/do not use recommendation agents (RAs). Specifically, it studies the effect of RAs/no RAs on decision quality, decision confidence and decision satisfaction taking into account subjective knowledge (SK) and involvement.

Design/methodology/approach

This paper employed two between-subjects factorial experimental designs with subjects searching for digital cameras in a simulated online digital camera store. The experiment was conducted with graduate students in Chennai, Bengaluru and Mysore in India.

Findings

Results of two online experiments showed that when consumers used RAs, low search led to better decision quality, whereas when consumers did not use RAs, medium search led to optimum decision quality. When consumers use RAs, SK had a U-shaped influence on the decision quality indicating that decision quality was the lowest for those with medium SK. When consumers did not use RAs, the effect of SK on decision quality was an inverted U-shape, indicating optimum decision quality for medium SK consumers. When consumers did not use RAs, subjects with high involvement made better choices, whereas when consumers used RAs, low involvement subjects made better choices. However, subjects who searched more had higher decision confidence and decision satisfaction even if their choices were not better.

Originality/value

The effect of RA vs no RA in conjunction with relevant consumer characteristics influencing decision quality of the consumer is demonstrated in this study. The findings have important managerial, consumer and theoretical contributions to make.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 29 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 5 September 2016

Angeline Gautami Fernando, Bharadhwaj Sivakumaran and L. Suganthi

Previous green research shows conflicting results regarding the relationship between environmental concern and persuasion. It has also largely overlooked the role of…

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2475

Abstract

Purpose

Previous green research shows conflicting results regarding the relationship between environmental concern and persuasion. It has also largely overlooked the role of situational involvement. The purpose of this paper is to aim to show that message involvement influences attitude towards green advertisements.

Design/methodology/approach

To test the proposed model, an experimental study based on a sample of young adults in an emerging economy was used to investigate if situational involvement can produce favourable attitudes towards green advertisements.

Findings

Using PLS, it was found that fear and response efficacy increased message involvement which in turn was a significant predictor of attitude towards the advertisement. The findings show that advertisers can use these variables to increase message involvement.

Originality/value

This research extends previous studies on message involvement and expands current knowledge by showing that situational involvement predicts attitude towards green advertising.

Details

Marketing Intelligence & Planning, vol. 34 no. 6
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 20 September 2013

Geetha Mohan, Bharadhwaj Sivakumaran and Piyush Sharma

This paper aims to explore the process by which four store environment (music, light, employee, and layout) and two individual characteristics (shopping enjoyment tendency…

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27556

Abstract

Purpose

This paper aims to explore the process by which four store environment (music, light, employee, and layout) and two individual characteristics (shopping enjoyment tendency (SET) and impulse buying tendency (IBT)) influence impulse buying behavior through positive and negative affect, and urge to buy impulsively.

Design/methodology/approach

The data were obtained using a structured questionnaire from 733 respondents in a mall survey conducted in Chennai, South India.

Findings

In the structural model tested with AMOS, the authors found that store environment drove impulse buying (IB) through positive affect and urge. Results also showed that the personality variables (SET and IBT) influenced IB through positive affect and urge. This paper did not find support for the relationship between negative affect and urge.

Research limitations/implications

Theoretically, the authors add to the list of antecedents of impulse buying, and to the outcomes of store environment. From a managerial viewpoint, the authors suggest that retail managers invest in improving the store environment to increase the level of impulse buying in their stores. Specifically, they need to focus on enhancing friendliness of store employees, playing appropriate music, designing proper layouts and having well-lit stores to encourage impulse buying.

Originality/value

Prior research studied the elements of the store independently and also its long-term impact. To the best of the authors' knowledge, their research is the first to study the impact of store environment (in conjunction with trait variables) on impulse buying.

Details

European Journal of Marketing, vol. 47 no. 10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 6 May 2014

Piyush Sharma, Bharadhwaj Sivakumaran and Roger Marshall

This paper aims to conceptualize consumer impulsiveness (CI) as a global trait to explore its influence on a wider range of consumer behaviours and also presents a revised…

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3631

Abstract

Purpose

This paper aims to conceptualize consumer impulsiveness (CI) as a global trait to explore its influence on a wider range of consumer behaviours and also presents a revised CI scale. Prior research on CI focuses on the impulse buying context and does not establish the cross-cultural invariance of the CI scale.

Design/methodology/approach

Two studies with undergraduate and MBA students in Singapore, UK and USA were used to develop the revised CI scale and to test its cross-cultural measurement invariance and predictive validity.

Findings

CI is a three-dimensional construct with cognitive (imprudence), affective (self-indulgence) and behavioural (lack of self-control) dimensions. However, self-indulgence and lack of self-control positively (do not) correlate for consumers with independent (interdependent) self-concepts. These three dimensions also vary in their influence on different types of self-regulatory failures.

Research limitations/implications

The student participants used in all the studies may be relatively younger and better educated compared to average consumers. Hence, there is a need to test the revised CI scale with diverse consumer populations.

Practical implications

The revised CI scale would help future researchers study the influence of CI across diverse cultures and self-regulatory failures in a reliable and rigorous manner.

Social implications

Our findings may help control the onset and spread of self-regulatory failures among young consumers by early identification of their psychological origins.

Originality/value

This paper extends the scope of CI beyond impulse buying to study its impact on self-regulatory failure across five diverse behavioural domains (driving, eating, entertainment, shopping and substance abuse).

Details

European Journal of Marketing, vol. 48 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

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