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Article
Publication date: 12 April 2022

Itinpreet Kaur, Geeta Mishra and Rahela Farooqi

Although existing literature abounds with actual diversity research, there is scant work on perceived diversity. This research aims to investigate the impact of employees'…

Abstract

Purpose

Although existing literature abounds with actual diversity research, there is scant work on perceived diversity. This research aims to investigate the impact of employees' perception of workplace diversity on job satisfaction and turnover intentions. Further, the research analyses the gender-moderating effect between the hypothesized connection.

Design/methodology/approach

Current research work uses a structural equation modeling (SEM) approach to analyze the hypothesized connection with 222 full-time employees working in the Indian service sector.

Findings

Study results showed that employees' perception of workplace diversity has a significant negative impact on job satisfaction, while having a significant positive effect on employees' turnover intentions. Moreover, employees' perception of workplace diversity does not vary across gender.

Originality/value

Though research work on perceived diversity is scant and growing at a slow pace, the current study adds to the diversity studies by assessing diversity through employees' perceptions instead of gleaning the actual diversity index.

Details

South Asian Journal of Business Studies, vol. 13 no. 1
Type: Research Article
ISSN: 2398-628X

Keywords

Article
Publication date: 17 April 2023

Geeta Marmat

This study aims to propose a conceptual framework for transition of brand trust to brand love in an uncertain market situation, from the perspective of cognitive-emotion theory…

Abstract

Purpose

This study aims to propose a conceptual framework for transition of brand trust to brand love in an uncertain market situation, from the perspective of cognitive-emotion theory (CET).

Design/methodology/approach

Since brand anthropomorphism is successfully established in branding research, this study takes cognitive characteristics of brand trust and emotional characteristic of brand love from extant literature to develop a conceptual framework for transformation of brand trust (cognition) into brand love (emotion). This study situates the relationship in the context of market uncertainty due to the COVID-19 pandemic. It focuses in the development of the conceptual framework by taking cognitive components of brand trust and brand behavioural characteristics as moderator, in uncertain market situation.

Findings

Findings suggest that transition of brand trust (cognition) to brand love (emotion) is possible in uncertain situation, and brand behavioural characteristics moderate this relationship. Brand behavioural characteristics are brand innovativeness, brand ethicality, brand empathy, brand expertise and brand agility, which have the potential to further strengthen the relationship in the given situation.

Research limitations/implications

This research proposes a conceptual model and propositions that add a rich understanding to the relationship of brand trust and brand love, which requires empirical testing in any brand category context. Through a richer understanding of conditions and the underlying psychological mechanism, researchers and marketers, brand managers, policymakers and so forth can gain insights that aid strategic decision-making. Trusted brands can leverage on the situation by highlighting unique behavioural characteristics to establish a strong and sustainable long-term relationship.

Originality/value

The current research is an attempt to provide deeper insights from the perspective of CET, into the relationship of brand trust (cognition) and brand love (emotion) by introducing conditions under which a trusted brand becomes a lovable brand in uncertain market situation, thereby adding new knowledge to branding, customer-brand relationship sustainability, in uncertainty literature. The new perspective, that is CET, puts forward a novice view on the advantage of brand love over brand trust that could help in formulating strategic decisions in managing brands in crisis situation.

Details

Management Decision, vol. 61 no. 6
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 17 May 2023

Geeta Marmat

The purpose of this study is to provide information that reflects the true state of affairs and to develop a conceptual model that examines the moderating effect of uncertainty on…

Abstract

Purpose

The purpose of this study is to provide information that reflects the true state of affairs and to develop a conceptual model that examines the moderating effect of uncertainty on relative brand trust–love.

Design/methodology/approach

Extant empirical studies, conceptual literature and related theories were identified and integrated to develop the conceptual model.

Findings

Findings of the study suggest that relative brand trust–love arises because of different components of uncertainty. Relative brand trust–love exhibited by the customer is moderated by uncertainty at the individual level, brand level and technology level. These uncertainties represent the situation that considers if relative brand trust–love can be enhanced. A few propositions have been suggested for such situations to enhance relative brand trust–love.

Research limitations/implications

This paper proposes a conceptual model and also makes research propositions that need to be validated and confirmed empirically. It adds value to theoretical advancements in strengthening the customer–brand relationship. Furthermore, results suggest that relative brand trust–love can be improved over time if these components can be supported by increasing information at different levels. The conclusions will be informative to practitioners and brand managers in strengthening a brand into the market more effectively. Moreover, it can transform the brand into a global brand and help build sustainable long-term relationships. Findings can be useful and interesting information for the researchers who are interested in finding strategic ways for effective decision-making related to brand trust and brand love.

Originality/value

The conceptual model, and the propositions related to different levels of uncertainty, and its effect on relative brand trust–love, is a new approach in enhancing relative brand trust–love and hence helpful in strengthening the quality of customer–brand relationships.

Details

Global Knowledge, Memory and Communication, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9342

Keywords

Article
Publication date: 14 July 2023

Geeta Rana and Vikas Arya

This study sought to determine the role of green human resource management (GHRM) in fostering employees' environmental performance (ENVP). This study aims to advance knowledge…

Abstract

Purpose

This study sought to determine the role of green human resource management (GHRM) in fostering employees' environmental performance (ENVP). This study aims to advance knowledge related to the role of firms’ GHRM activities in cultivating eco-responsible behaviors among employees, considering green innovation (GI) as a mediator.

Design/methodology/approach

For this study, data of 579 respondents were collected from employees working in the manufacturing industry in India. In all, 579 employees from the manufacturing sector in India participated in the study. The proposed model was tested using SMART PLS 3.3.

Findings

The findings of this study stated that GHRM was found significantly to predict ENVP in the Indian manufacturing industry, and GI exhibited partial mediation. This study emphasizes that GHRM activities carried out by firms encourage employees to engage in innovation to develop green products and find novel green operation processes to improve firms’ ENVP.

Research limitations/implications

As this study is limited to manufacturing organizations in India, the results of this study cannot be generalized; future studies may examine the proposed model in different contexts to generalize findings.

Originality/value

This study encourages policymakers to devise laws to enable organizations to implement GHRM practices. This study contributes to the existing literature on the environmental aspects of corporate social responsibility and environmental management. This study is one of the few attempts that seek to assess the relationship between GHRM, ENVP and GI in the Indian manufacturing industry. The contribution of this paper is significant to limit GHRM literature, as it empirically investigates the association between GHRM and ENVP.

Book part
Publication date: 18 January 2024

Robert T. F. Ah King, Bhimsen Rajkumarsingh, Pratima Jeetah, Geeta Somaroo and Deejaysing Jogee

There is an urgent need to develop climate-smart agrosystems capable of mitigating climate change and adapting to its effects. Conventional agricultural practices prevail in…

Abstract

There is an urgent need to develop climate-smart agrosystems capable of mitigating climate change and adapting to its effects. Conventional agricultural practices prevail in Mauritius, whereby synthetic chemical fertilizers, pesticides and insecticides are used. It should be noted that Mauritius remains a net-food importing developing country of staple food such as cereals and products, roots and tubers, pulses, oil crops, vegetables, fruits and meat (FAO, 2011). In Mauritius, the agricultural sector faces extreme weather conditions like drought or heavy rainfall. Moreover, to increase the crop yields, farmers tend to use 2.5 times the prescribed amount of fertilizers in their fields. These excess fertilizers are washed away during heavy rainfall and contaminate lakes and river waters. By using smart irrigation and fertilization system, a better management of soil water reserves for improved agricultural production can be implemented. Soil Nitrogen, Phosphorus and Potassium (NPK) content, humidity, pH, conductivity and moisture data can be monitored through the cloud platform. The data will be processed at the level of the cloud and an appropriate mix of NPK and irrigation will be used to optimise the growth of the crops. Machine learning algorithms will be used for the control of the land drainage, fertilization and irrigation systems and real time data will be available through a mobile application for the whole system. This will contribute towards the Sustainable Development Goals (SDGs): 2 (Zero Hunger), 11 (Sustainable cities and communities), 12 (Responsible consumption and production) and 15 (Life on Land). With this project, the yield of crops will be boosted, thus reducing the hunger rate (SDG 2). On top of that, this will encourage farmers to collect the waters and reduce fertilizer consumption thereafter sustaining the quality of the soil on which they are cultivating the crops, thereby increasing their yields (SDG 15).

Details

Artificial Intelligence, Engineering Systems and Sustainable Development
Type: Book
ISBN: 978-1-83753-540-8

Keywords

Article
Publication date: 15 July 2022

Satish Kumar and Geeta Singh

This paper aims to examine the relation between promoter ownership (PO) and corporate social responsibility (CSR) expenditure in India, the first country to legally mandate the…

Abstract

Purpose

This paper aims to examine the relation between promoter ownership (PO) and corporate social responsibility (CSR) expenditure in India, the first country to legally mandate the CSR spending.

Design/methodology/approach

This paper applies panel regression to examine the impact of PO on actual and excess CSR expenditure because panel regression has lesser multicollinearity problems and has the benefit of controlling for individual or time heterogeneity mostly present in cross-section or time series data. The results are robust to testing the CSR expenditure decision (to engage or not to engage in CSR) by using the binary choice logit model.

Findings

Based on the agency theory, this study shows a nonlinear relation between PO and CSR expenditure, which suggests that promoters start extracting private benefits of control at the expense of outside shareholders and engage in lesser CSR expenditure only when their ownership crosses a threshold level of 52% approximately. This study further shows that the nonlinear relation between PO and CSR expenditure is more pronounced for firms that are more prone to agency problems, for business group firms than standalone firms and for firms not following the Companies Act 2013 CSR mandate.

Practical implications

The findings shed light at the idea of how promoters’ incentive alignment should be proposed and followed to encourage a firm’s social investment activities.

Originality/value

First, this study argues that the relation between PO and CSR expenditure is nonlinear in nature, by showing that the impact of PO on CSR expenditure is adverse only at higher level of PO. Second, this study’s richer data set on CSR expenditure not only allows the authors to analyze the relation for actual CSR spending by the firms but also helps to examine the excess spending made over and above the mandatory spending, as directed by the Companies Act, 2013.

Details

Meditari Accountancy Research, vol. 31 no. 5
Type: Research Article
ISSN: 2049-372X

Keywords

Article
Publication date: 12 September 2023

Takia Ahmed J. Al-Griffi and Abdul-Sattar J. Ali Al-Saif

The purpose of this study is to analyze the two-dimensional blood flow in the artery slant from the axis at an angle with mild stenosis under the joint effects of the…

Abstract

Purpose

The purpose of this study is to analyze the two-dimensional blood flow in the artery slant from the axis at an angle with mild stenosis under the joint effects of the electro-osmotic, magnetic field, chemical reaction and porosity using a new analytical method. In addition, the mathematical model presented by the researchers Tripathi and Sharma (2018c) was successfully developed by adding the effect of electro-osmosis and studying the impact of the new addition in the developed model on blood flow.

Design/methodology/approach

A new analytical method was used to find the analytical approximate solutions of two-dimensional blood flow in artery slant from the axis at an angle with mild stenosis. This technique is based on integrating the Akbari-Ganji and the homotopy perturbation methods.

Findings

The results of axial velocity, concentration, temperature and the wall shear stress for blood flow were analyzed in the cases of the absence and presence of electro-osmosis. Furthermore, in these two states of electro-osmosis, a contour plot was created to show the difference in the profile of velocity to the flow of blood when the magnetic field was increased and the altitude of stenosis was increased. The results showed that the new technique is effective and has high accuracy to determine the analytical approximate solutions of two-dimensional blood flow in artery slant from the axis at an angle with mild stenosis. The validity, utility and necessity of the new method were illustrated from the graphs of the new solutions; in addition, there is an excellent agreement with the results of previous studies.

Originality/value

This paper focuses on developing the mathematical model which was presented by the researchers Tripathi and Sharma (2018c), by adding the effect of the electro-osmosis to it, which has been successfully developed. According to the authors’ modest information, the new system has not been studied before. This current problem is solved by using an innovative approach known as the Akbari-Ganji homotopy perturbation method (AGHPM) which has not been used before in two cases: the presence and absence of the effect of electro-osmosis. This new technique afford new with effective and has high accuracy results. Furthermore, the new study (i.e. adding effect of electro-osmosis) with the applications of (variable viscosity, magnetic field, chemical reaction and porosity) illustrated the importance of applying electro-osmosis and how doctors can benefit from it during surgeries through proper use.

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