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The objective of the paper is to explore the relationship among perceived quality value, hedonic value, social value, price value, customer engagement and customer-based brand equity using stimulus-organism-response (S-O-R), customer engagement and customer-perceived value theories for digital payment apps. In addition, the study examines the mediating role of customer engagement between customer value dimensions and customer-based brand equity and analyzes the moderating role of age.

Partial least squares-based structural equation modeling was used to test the proposed hypotheses through a sample of 316 respondents who used digital payment apps.

The findings indicate that customer engagement mediates the relationship between customer value dimensions and customer-based brand equity. Age does not moderate the relationship between customer value dimensions and customer engagement. The study confirmed the pronounced effect of specific paths for various age groups.

This study contributes novel insight to S-O-R, customer engagement, and customer value research.

The purpose of this paper is to assess the antecedent of satisfaction and loyalty in the context of a multi-channel banking environment. Multi-channel banking involves both branch and electronic banking channels through which the customers interact with the bank.

The study involved a customer survey of 229 respondents, which used a convenience sampling approach through intercepts and interviews held at bank branches. A structured questionnaire was used, and data were analyzed using structural equation modeling.

While examining factors such as perceived ease of use, branch service quality evaluation, satisfaction, and loyalty, it is observed, using structural equation modeling, that perceived ease of use and branch service quality are antecedents to satisfaction and satisfaction positively affects the loyalty.

Although it is realized that digital banking will positively influence loyalty, the role of branch service quality cannot be ignored. The role played by the ease of use is higher than branch service quality evaluations.

The purpose of this paper is to explore the impact of brand familiarity on the various dimensions of brand experience, and to identify the factor structure of brand familiarity for financial services brands.

This study used a convenience sampling technique by contacting 216 respondents, and examined the relationship between brand experience dimensions and brand familiarity. An independent sample t-test was performed to assess the differences for brand experience dimensions. Exploratory and confirmatory factor analyses were performed for both low familiarity and high familiarity service brands to highlight the differences.

The improvement in brand familiarity is positive for sensory, emotional, behavioral and relational brand experiences for high familiarity service brands. Exploratory factor analysis and confirmatory factor analysis found a four-factor brand experience model for low brand familiarity and a five-factor brand experience structure for high familiarity financial services brands. The study of financial services brands validates the service brand experience framework of Nysveen et al. (2013) for high familiarity brands, but not for low familiarity financial services brand.

There is a need for marketers to comprehend various dimensions of brand experience in the context of financial services brands which are experiencing increased competition with non-banks.

The study makes a contribution to the existing literature as the concept of brand familiarity and its relationship with brand experience have received scant attention in the past.

The purpose of this study is to explore digital financial services experience, investigate the antecedents to digital financial services experience and examine familiarity as a moderator.

The study uses dual methods: qualitative and quantitative. Multiple case studies are applied as a qualitative method to explore and capture recent development in rapidly changing digital finance. An empirical, survey-based approach is used to collect data from 258 respondents about their experiences with digital financial services experience using constructs, such as perceived ease of use, timeliness, lifestyle and digital financial element. The study used structural equation modeling using smart-PLS.

Using word count, hierarchy chart, items clustered by similarity and qualitative analysis by applying NVivo 12, the study validates the constructs and captures recent developments. Using smart PLS, the structural equation model reveals that the digital functional element positively affects the digital financial services experience. It is observed that lifestyle mediated between perceived ease of use and timeliness with digital financial services experience. Further, familiarity moderates the relationship between the digital financial element and digital financial services experience. Moreover, while this research analyzed the relationship regarding financial services customers, we suggest a comparative study between different entities.

The study can be considered one of its kind using qualitative and quantitative research methods. It integrates theory from both the information system and marketing domain. As the increased number of digital channels and interfaces has increased, companies need to understand how to improve the digital financial services experience.

The purpose of this study is to explore the impact of advertising, brand-related-stimuli, on the dimensions of sensory, emotional and intellectual brand experience.

The study is divided into two parts. In the first part, the objective is to examine antecedents to brand experience dimensions for umbrella brand and product brand using an experimental study; in the second part, the relationship among brand experience dimensions, brand experience evaluation and brand loyalty was examined using structural equation modeling by incorporating the measures after exposure to advertisement for both types of brands.

Based on a 2 × 2 factorial design, the results confirm that the main effect of advertisement exists on sensory, emotional and intellectual brand experience. For product brand, brand experience evaluation was mediator between both intellectual brand experience and emotional brand experience with brand loyalty. The effect of interaction between branding strategy and advertisement was not significant. For an umbrella brand, brand experience evaluation acted as a mediator between emotional brand experience dimension and brand loyalty. For product brand, brand experience evaluation acted as a mediator between both intellectual brand experience and emotional brand experience dimension with brand loyalty.

The research has implications with regard to the antecedents and consequences of brand experience and offers implications for branding strategy.

The present study is integrated and comprehensive, as it covers various facets of brand experience.

The profiling of young adult financial behavior can help financial service providers and financial advisors to target suitable marketing resources to specific customer segments. The purpose of this paper is to validate the scale for financial management behavior of young adults in an emerging market, segment these individuals and investigate the impact of demographic variables on key dimensions.

A structured questionnaire is used to validate a financial management behavior scale using data collected from 270 young adults in India. Based on dimensions obtained through factor analysis, cluster analysis is performed to identify young adult segments. Statistical techniques, such as the t-test and one-way analysis of variance, are used to examine the impact of demographic variables on financial management behavioral dimensions.

The factor analysis confirms three key financial management dimensions: cash management, credit management and savings management. Using cluster analysis, the young adults are segmented into three subgroups: responsible customers, credit-oriented customers and vulnerable customers. Young adults in these groups follow hierarchical patterns in terms of financial management behavior.

Since few studies are available from the standpoint of young adults in emerging markets, this study adds value to the literature by investigating the financial management behavior of young adults in India. Notably, it can serve as a reference for comparing similarities and differences on the basis of financial management behavior with other countries and customer segments.

This study aims to examine the impact of customer brand value dimensions on relationship marketing dimensions through consumer hope in the context of digital payment applications (apps) services. The study considers the role of consumer engagement using a moderated mediation, and applies customer perceived value, affect theory of social exchange and relationship marketing theories.

The study is based on data collected from 301 digital payment app users. Structural equation modeling results were analyzed using Smart PLS. The authors performed moderated mediation, with different levels of customer engagement as a moderating variable, using Model 8 of PROCESS. The authors considered customer perceived value dimensions, digital quality value, perceived value, hedonic value and social value as antecedents to consumer hope and explored the role of trust, commitment and continued usage as a consequence of consumer hope.

Three levels of perceived consumer value, digital quality, price value and social value, positively influenced consumer hope, which has positively influenced trust, commitment and continuance usage. Using moderated mediation analysis, consumer hope influenced continuance usage through trust at different levels of engagement, but consumer hope did not influence continuance usage through commitment at different levels of engagement.

The study highlights the role of consumer hope in linking customer value dimensions with relationship marketing dimensions. The study can guide managers to ensure continued usage of digital payment apps, which is a strategic objective. The results are relevant for the digital setting.

The study examines the antecedents of responsible financial management behavior among young adults in India and explores the role of financial risk tolerance as a moderating variable.

The sample includes young adults in the age group of 18–35. The analysis uses a two-step approach via standard partial least squares structural modeling (PLS-SEM) and ordinary least square (OLS) regression.

Structural modeling results show that financial attitude fully mediates the relationship between financial knowledge and responsible financial management behavior, and locus of control influences responsible financial management behavior. Financial risk tolerance moderates the relationship. Among demographic factors, age and occupation influence responsible financial management behavior.

The financial knowledge used in the survey are based on self-reported responses. The future study can include participants from both developed and emerging countries to assess similarities and differences.

Despite the growing focus on improving financial literacy, there are growing concerns regarding responsible financial behavior. Since financial services is related to fiduciary responsibility, managers and policymakers need to ensure that financial knowledge results in improving financial attitude, which further leads to responsible financial behavior.

The present study from an emerging country will add value to the literature.

The purpose of this paper is to identify critical personality traits affecting and influencing buying behaviour in high involvement consumer durables. It also intends to guide practitioners in selecting appropriate marketing frameworks, consumer segments and processes considering the characteristics of consumer behaviour in developing economies.

It systematically reviews the literature on consumer personality traits, its measurement and related consumer buying behaviour. It uses data collected from potential car buyers at various car showrooms across the Indian subcontinent. The authors have worked with the online survey firm Qualtrics, to gather a data set of 328 car purchase intenders’ responses to their validated survey. The model was tested using the SmartPLS.

The personality traits of imagination, agreeableness and social factors positively influenced attitude towards automobiles with advanced technology. Further, in line with the theory of planned behaviour, it is seen that a positive attitude towards advanced technology and design for automobiles makes a person more willing to pay for the same.

The study is confined to consumers intending to purchase a car, who are Indian residents.

It adds to the comparatively lesser body of study on the impact of personality traits on intentions and attitudes in high involvement consumer durable purchases. Further, it serves as an empirical examination of the adoption of new technologies, in the context of high involvement consumer durables. For practicing managers, it provides a reference for deciding future development directions and approaches related to the effective market launch strategies and commercialization of advanced technology automobiles in India.

This study aims to analyze the available literature on the use of digital marketing and its impact on small- and medium-sized enterprises (SMEs). This study identifies the use of digital marketing practices and its impact on SMEs.

A systematic literature review has been conducted on digital marketing, and its implementation in SMEs. The impact of digital marketing on SMEs performance is observed over the past 12 years through the resources which are undertaken for the study, namely, Science Direct, Scopus, Springer, IEEE Explorer, ACM Digital Library, Engineering Village, ISI Web of Knowledge database is used to search the research publications on the selected topic.

Although some SME firms use digital marketing, their impact is not similar where we can recommend a fixed strategy for applying digital marketing. This review provides an insight into how digital marketing has evolved over the period of time and how SMEs are adopting it for their sustenance.

This study will give theoretical analysis of various benefits received by SMEs because of digital marketing in the different capacities helping organizations to uplift their productivity. Mind mapping will give the idea of impact of SMEs on their various performances in rural as well as in the urban areas. This study will give further scope for digital marketers to approach those industries specifically at rural parts of the nation for bringing change into their marketing operations and also for increasing turnover by the use of digital marketing.

Research on the use of digital marketing by SMEs firms is still at the embryonic stage in India. This study is a pioneering effort to review the use of digital marketing in SMEs and identify research priorities for scholars and practitioners.