Search results
1 – 10 of 583Shubhomoy Banerjee, Ateeque Shaikh and Archana Sharma
The study aims to determine the role of online retail website experience on brand happiness and willingness to share personal information using the theoretical lens of the…
Abstract
Purpose
The study aims to determine the role of online retail website experience on brand happiness and willingness to share personal information using the theoretical lens of the Stimulus-Organism-Response (SOR) framework. Further, it explores the role of brand intimacy and brand partner quality in mediating the path between brand happiness and willingness to share personal information.
Design/methodology/approach
This study used a cross-sectional survey design to collect data from 439 online retail consumers in India, using an online questionnaire. The data were analysed using Structural Equation Modelling in IBM Amos.
Findings
The present study found that online retail website experience is significantly related to brand happiness. The finding also supports that brand happiness was positively and significantly related to ‘consumers' willingness to share personal information. This relationship was fully mediated by brand intimacy. Brand happiness also mediated the relationship between website experience and the willingness to share personal information.
Research limitations/implications
This study contributes to the emerging literature on brand happiness and willingness to share personal information. It establishes a central role of brand happiness as a driver and a mediator of consumers' willingness to share personal information with e-commerce retailers, extending the stimulus-organism-response framework in the context of brand happiness and willingness to share personal information. Further, the study establishes the role of website experience as a marketer (and brand) led driver of brand happiness.
Practical implications
The results have implications for the role of the website in enhancing the consumer experience, which in turn is a driver of brand happiness. Further, managers need to promote brand happiness with the help of website experience to enable consumers’ willingness to share personal information and help organizations customize their marketing campaigns.
Originality/value
This is among the first studies to evaluate brand happiness from the perspective of an online retail website experience and consider consumers’ willingness to share personal information from a branding rather than a technological perspective. Additionally, the study introduces the SOR framework in the context of brand happiness, with website experience acting as a stimulus for consumers, resulting in brand happiness, which is mediated by brand partner quality and brand intimacy (organism), leads to consumers' willingness to share personal information with online retail brands (response).
Details
Keywords
The aim of this study is to empirically investigate the impact of marketing analytics capability on business performance from the perspective of RBV theory.
Abstract
Purpose
The aim of this study is to empirically investigate the impact of marketing analytics capability on business performance from the perspective of RBV theory.
Design/methodology/approach
This study used a survey method to gather information from 225 food processing SMEs registered with the Ghana Enterprise Agency (GEA) in Ghana’s eastern region. A structural equation modeling (SEM) path analysis was used to assess the impact of marketing analytics capability (MAC) on the performance of SMEs.
Findings
The results of the study show that MAC significantly and positively affect the financial performance (FP), customer performance (CF), internal business process performance (IBPP) and learning and growth performance (LGP) of Ghanaian SMEs. The findings of this study also illustrated the significance of MAC determinants, including marketing analytics skills (MAS), data resource management (DRM) and data processing capabilities (DPC), in achieving SME success in Ghana.
Originality/value
The research’s conclusions give RBV theory strong credence. The results of this study also provide credence to previous research finding that SMEs should view MAC and its determinants (i.e. DRM, DPC, MAS) as a crucial strategic capability to improve their performance (i.e. FP, CF, IBPP, LGP). With regard to its contribution, this study broadens the body of knowledge on MAC and SME performance, particularly in the context of an emerging economy.
Details
Keywords
Julio César Acosta-Prado and Arnold Alejandro Tafur-Mendoza
Information and communication technologies (ICTs) enable firms to improve their processes to remain competitive and profitable in today’s market. These demands not only value…
Abstract
Purpose
Information and communication technologies (ICTs) enable firms to improve their processes to remain competitive and profitable in today’s market. These demands not only value economic results but also social impact and environmental care. In other words, firms must achieve sustainable performance. However, to take on these new sustainability challenges, firms must have dynamic capabilities to take advantage of highly changing technology. Thus, this study aims to examine the mediating role of dynamic capabilities in the relationship between ICT and sustainable performance.
Design/methodology/approach
This study was empirical, associative and explanatory, following a latent variable design. The sample of the study consisted of partners, founders, executives and promoters from 102 Colombian new technology-based firms selected through purposive non-probabilistic sampling. Variance-based structural equation modeling or partial least squares was used for the statistical data analysis.
Findings
A higher-order model was tested, corroborating that ICT was composed of two dimensions (use and acquisition), dynamic capabilities were composed of three dimensions (absorption, innovation and adaptation), while sustainable performance showed a unidimensional structure. As for the research hypotheses, all the direct effects were supported, as well as the mediating effect of dynamic capability in the relationship between ICT and sustainable performance, this being a complementary mediation.
Originality/value
This study highlights the importance of dynamic capabilities for firms today, especially those working with high levels of technology. Also, considering the results obtained, firms must implement better strategies in the acquisition and use of technology to improve their sustainable performance in dynamic and uncertain environments.
Details
Keywords
Chenchen Weng, Martin J. Liu, Jun Luo and Natalia Yannopoulou
Drawing on the social presence theory, this study aims to explore how supplier–customer social media interactions influence supplier observers’ trust in the customers and what…
Abstract
Purpose
Drawing on the social presence theory, this study aims to explore how supplier–customer social media interactions influence supplier observers’ trust in the customers and what mechanisms contribute to variation in trust experience.
Design/methodology/approach
A total of 36 semi-structured interviews were conducted with Chinese suppliers using WeChat for business-to-business interactions. Data were analyzed in three steps: open coding, axial coding and selective coding.
Findings
Findings reveal that varied trust is based not only on the categories of social presence of interaction – whether social presence is embedded in informative interactions – but also on the perceived selectivity in social presence. Observer suppliers who experience selectivity during social and affective interactions create a perception of hidden information and an unhealthy relationship atmosphere, and report a sense of emotional vulnerability, thus eroding cognitive and affective trust.
Originality/value
The findings contribute new understandings to social presence theory by exploring the social presence of interactions in a supplier–supplier–customer triad and offer valuable insights into business-to-business social media literature by adopting a suppliers’ viewpoint to unpack the mechanisms of how social presence of interaction positively and negatively influences suppliers’ trust and behavioral responses.
Details
Keywords
Shubhomoy Banerjee and S. Sreejesh
The study's primary purpose is to establish the direct and indirect roles of word-of-mouth communication (WOM) in initiating and maintaining consumer loyalty in the bottom of…
Abstract
Purpose
The study's primary purpose is to establish the direct and indirect roles of word-of-mouth communication (WOM) in initiating and maintaining consumer loyalty in the bottom of pyramid (BOP) markets in the Indian context. In addition, the study seeks to evaluate the conditions (viz. extent of media usage, brand distribution intensity and brand social connections) under which WOM leads to the initiation and maintenance of consumer brand loyalty.
Design/methodology/approach
The study hypotheses were formulated following the social identity theory. Later, a questionnaire-based survey was conducted among 898 rural BOP consumers. Structural equation modelling technique was applied to test the study hypotheses.
Findings
Results suggested a positive effect of WOM on brand credibility and self-brand connections-indicative of the initiation of strong cognitive and affective relationships respectively. Brand credibility and self-brand connections also mediated the paths between WOM and brand loyalty-indicative of the maintenance and continuation of strong affect-laden relationships. These indirect relationships were moderated by the extent of media usage, brand distribution intensity and brand social connections.
Originality/value
This is among the first studies that holistically evaluate the role of WOM in developing customer loyalty to rural BOP consumers against the backdrop of the systemic deficiencies in these markets.
Details
Keywords
Debajani Sahoo, Aditya Shankar Mishra and Hima Bindhu Vannem Reddy
This study aims to explore the motivators of mothers’ experience on their engagement behavior in the case of baby care toiletries. Additionally, the role of Brand trust and…
Abstract
Purpose
This study aims to explore the motivators of mothers’ experience on their engagement behavior in the case of baby care toiletries. Additionally, the role of Brand trust and commitment have also been evaluated.
Design/methodology/approach
The conceptual model was empirically tested based on the data collected through a survey using 320 samples from India and 431 samples from Sri Lanka. Data were analyzed using structural equation modeling.
Findings
Sensory and behavioral dimensions of brand experience can be considered as key drivers of brand trust and brand commitment among millennial mothers in the context of baby care toiletries. It was observed that brand trust had a significant positive impact on brand commitment. There was a significant relationship between brand trust, brand commitment and customer engagement. It was also inferred that brand loyalty is the consequence of customer engagement.
Practical implications
Marketers should gear up initiatives targeting new mothers through healthy aspects and genuine packaging to strengthen the mother’s trust through periodic uses of the product.
Originality/value
The present study is one of the unique empirical investigations that examine the antecedents of consumer engagement in the less researched context of high inherent risk products like baby toiletries.
Details
Keywords
S. Meera and A. Vinodan
This study aims to examine individual-specific market orientation as an innovative approach and its relationship with marketing skills among artisan entrepreneurs in India.
Abstract
Purpose
This study aims to examine individual-specific market orientation as an innovative approach and its relationship with marketing skills among artisan entrepreneurs in India.
Design/methodology/approach
The study adopted an in-depth interview to explore variables, a questionnaire survey to understand their latent dimensions through exploratory factor analysis and structural equation modeling to test the relationship between constructs under study.
Findings
The interview result indicates that 20 variables explain factors affecting individual-specific market orientation with four latent dimensions: customer orientation, competitor orientation, external coordination orientation and personal selling orientation. There is a significant and positive relationship between customer orientation and personal selling orientation with the marketing skills of artisan entrepreneurs in India.
Research limitations/implications
The study is confined to three southern states of India and weaving villages known for their endemic product specifications.
Practical implications
The study found significance in orienting artisan entrepreneurs of developing countries and equipping them with desired skills to meet the changing dynamics of the market and meet their livelihood needs. The study further supports policymaking in strengthening the capability of artisans to enter the market without mediators.
Social implications
The model provides insight into other unorganized sectors to formulate innovative approaches to strengthen marketing skills and entrepreneurial ability.
Originality/value
As an exploratory study, examining individual-level market orientation as an innovative approach and their relationship with marketing skills among artisan entrepreneurs was unexplored in several unorganized sectors, including handlooms.
Details
Keywords
Md. Rafiqul Islam Rana and Song-yi Youn
This study explores the role of knowledge management capabilities (KMCs) in enhancing competitive advantage and organisational performance in fashion retailing. Employing the…
Abstract
Purpose
This study explores the role of knowledge management capabilities (KMCs) in enhancing competitive advantage and organisational performance in fashion retailing. Employing the resource-based view (RBV) and knowledge-based view (KBV) perspectives, it investigates the interplay between managing knowledge effectively and fashion products’ complexity. The goal is to provide new insights into optimising KMC for greater agility and success in the fashion retail industry.
Design/methodology/approach
The study analysed survey data from 322 US fashion retail professionals using partial least squares structural equation modelling (PLS-SEM).
Findings
The results revealed that knowledge infrastructure capability enhanced both competitive advantage and organisational performance significantly. In contrast, knowledge process capability did not significantly affect competitive advantage, it improved organisational performance. Importantly, product complexity moderated the relationship between competitive advantage and organisational performance negatively.
Practical implications
This study underscores the necessity for retailers in the fashion industry to enhance their KMC to bolster competitive advantage and organisational performance, while it also acknowledges product complexity’s effect on these strategies. These insights offer actionable guidance for industry leaders to optimise knowledge management to navigate the rapidly evolving retail landscape.
Originality/value
This research offers novel insights into the interplay of product complexity and KMC in fashion retail and highlights the unique effects on competitive advantage and organisational performance valuable for both academia and industry.
Details
Keywords
Disraeli Asante-Darko and Vivian Osei
Academics and businesses alike have begun to recognise sustainability as a vital component of supply chain competitive advantage in recent years. Inconclusive results have been…
Abstract
Purpose
Academics and businesses alike have begun to recognise sustainability as a vital component of supply chain competitive advantage in recent years. Inconclusive results have been found in empirical studies of sustainable supply chain management (SSCM) that have ignored contextual variables concerning the dynamic role of firm capability in favour of testing alternative assumptions about the effect of various elements of the triple bottom line (TBL) on firm performance outcomes. The present study examines whether and how firm capabilities mediate the connection between SSCM, from a TBL standpoint, and firm financial performance outcomes.
Design/methodology/approach
Using the stakeholder theory, the study employed 325 survey responses from firms operating in different industries in Ghana (a less-researched context but one that plays a key role regarding SSCM practices) and the partial least squares structural equation model (PLS-SEM) technique to simultaneously assess the relationships amongst the variables.
Findings
It was discovered that the connections between all the TBL facets of SSCM practices and firm performance are positive and significant, and these relationships are mediated by firm capabilities.
Originality/value
By examining the underlying variables and relationships that contribute to the establishment of the rather complex relationship between SSCM practices from a TBL perspective and the performance of a firm, the research contributes to current knowledge on SSCM practices, firm capabilities and firm performance.
Details
Keywords
Although the growth rate reverted to trend following the 35% growth seen during the pandemic-related e-commerce surge in 2021, digital advertising now accounts for three-quarters…