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Article
Publication date: 22 September 2020

Gopal Das, John Peloza, Geetika Varshneya and Todd Green

Although research demonstrates the importance of ethical product attributes for consumers, a prior study has not examined the role of consumption target (i.e…

Abstract

Purpose

Although research demonstrates the importance of ethical product attributes for consumers, a prior study has not examined the role of consumption target (i.e. self-purchases vs gift-giving) on consumers’ preference for products with ethical attributes. Notably, consumers’ preference for quality can differ between self-purchases and gifts, and the presence of ethical attributes can impact product quality perceptions. The purpose of this paper is to examine how the presence of ethical attributes alters decision-making in a gift-giving context using perceptions of product quality as an explanatory variable for these differences.

Design/methodology/approach

One field study and two controlled experiments test the proposed hypotheses. The experiments were conducted across different product categories and samples.

Findings

Results showed that the presence of an ethical attribute leads to higher purchase intentions for products in a gift-giving context compared to self-purchase. Perceived quality mediates this effect. Further process evidence through moderation, including resource synergy beliefs, support the findings. This paper discusses the theoretical, managerial and societal implications of these results.

Research limitations/implications

Although care was taken to select products to enhance generalizability, the studies presented here are limited to two products. Further, although the present research includes a field study with actual charity-related purchases, the role of time pressures is not explicitly explored. Finally, the role of brand-self connections is not explored in the current research. The ability for a donor to integrate the mission of a charity into their self-perception or the potential for social normative influences to impact behaviors remains open for exploration.

Practical implications

Charities are facing increasing pressures to raise sustainable funds to support their missions. The research provides guidance to marketers and fundraisers in the non-profit sector that allows them to direct more focused fundraising appeals to donors and adapt their fundraising efforts to create a fit between their audience and fundraising appeals.

Originality/value

This research demonstrates that consumption target (purchasing for the self versus purchasing for others) is a vital contextual factor that influences customer preference for ethical attributes. These results complement the extant literature by exploring the underlying mechanism behind consumers’ responses to the ethical attributes in the case of self-purchase and other-purchase. The underlying effect is supported theoretically by resource synergy beliefs.

Details

European Journal of Marketing, vol. 55 no. 1
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 11 April 2016

Gopal Das

Regulatory focus theory has been studied in an in-store retailing context. Although an in-store retailing differs from an e-tailing in terms of the factors such as absence…

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1408

Abstract

Purpose

Regulatory focus theory has been studied in an in-store retailing context. Although an in-store retailing differs from an e-tailing in terms of the factors such as absence of products, physical human interactions and store atmospherics, the application of regulatory factors in an e-tailing context is limited. This study aims to examine the moderating role of regulatory focus orientations in consumer e-tailing activities.

Design/methodology/approach

A laboratory experiment with 297 participants was conducted to test the theoretical propositions. Statistical techniques such as t-test were used to analyse the data.

Findings

Results show that a consumer online purchase intentions, product review and spreading positive word of mouth vary from promotion-focused individuals to prevention-focused individuals. Results also show that there is no difference in spreading negative word of mouth between promotion-focused and prevention-focused individuals after encountering an unpleasant shopping experience. Finally, results show both the regulatory focus-oriented shoppers are encouraged by sales promotions.

Originality/value

Arguably, this is the first study to examine how consumers’ regulatory orientations moderate their e-tailing activities. The results of this study have implications for both academicians and managers.

Details

Journal of Services Marketing, vol. 30 no. 2
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 2 May 2017

Geetika Varshneya, Gopal Das and Arpita Khare

The purpose of this paper is to review the academic literature on the experiential value to appreciate the developments in the area in the last decade; propose a…

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2866

Abstract

Purpose

The purpose of this paper is to review the academic literature on the experiential value to appreciate the developments in the area in the last decade; propose a conceptual framework delineating the determinants and outcomes of experiential value and provide future research directions based on the insights.

Design/methodology/approach

A range of online databases were searched to review and select the papers related to experiential value. The full text of each of the papers was taken as a unit of analysis. The classification and coding of all the selected papers was performed manually by two independent researchers.

Findings

The analysis led to the classification of the experiential value literature broadly into five categories, i.e. conceptualization, measurement, antecedents, outcomes and applications. The findings indicated that the experiential value delineates across cultures, store formats, channels and product categories. The proposed framework depicting antecedents and outcomes could form a basis for future studies. The study unveiled several other useful findings as discussed in the paper.

Research limitations/implications

The findings may be generalized only to the selected online databases for the given time period in the experiential value domain. The study identified several potential avenues for future research.

Practical implications

The present study may help the academicians and practitioners to comprehend the current state of literature. The bibliography may be considered as a ready reference for contemplating future research in the area.

Originality/value

The extant literature revealed that no study so far has captured a literature review in the area of experiential value. Thus, this could be seen as a unique and significant contribution to the literature.

Details

Marketing Intelligence & Planning, vol. 35 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

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Abstract

Subject area

Marketing.

Study level/applicability

This case may be used by instructors to teach undergraduate, post graduate and executive level programmes in management. It may be used in basic marketing, branding or marketing strategy courses. The case may serve as a platform for the instructor to discuss the concepts and issues related to positioning and repositioning.

Case overview

Tata Chemicals, a subsidiary of the Tata group, launched the “i-Shakti” brand six years ago for its low-cost “solar-evaporated” salt for rural customers. In 2010, the company extended the brand equity of i-Shakti to a premium segment and launched a new brand “Tata i-Shakti” with a range of unpolished pulses. Changing the brand name and customer base from “i-Shakti for rural market” to “Tata i-Shakti for premium market” created a dilemma among customers in the market. To overcome this problem, in October 2015, the company’s portfolio of pulses, gram flour and food grade soda under “Tata i-Shakti” label has migrated into a new brand “Tata Sampann”. The company also launched a range of spices under the brand name of “Tata Sampann”. This new brand “Tata Sampann” was launched to serve the premium segment with an aim to “enrich everyday meals with extra nutrition and extra joy”. Also, this brand recreation was made by the company with anticipation to make avenues for future launches in the staples and food segment under Tata’s consumer products business. It has been almost a year since Tata Sampann was launched in the market. Given the tough competition and expected growth of the spices market in India, it remained to be seen whether “Tata i-Shakti” was rightly rebranded or repositioned with “Tata Sampann”.

Expected learning outcomes

To make participants understand the basic concepts of branding such as umbrella branding, brand repositioning and rebranding. To make participants learn about various brand elements and how they contribute in communicating the value proposition of the brand. To make participants appreciate various marketing and brand related strategies.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS: 8: Marketing.

Details

Emerald Emerging Markets Case Studies, vol. 7 no. 4
Type: Case Study
ISSN: 2045-0621

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Article
Publication date: 4 April 2016

Gopal Das and Srabanti Mukherjee

Given the increasing dominance of medical tourism on the service economy of some of the developing nations, as a pioneering attempt, this study aims to develop a…

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3539

Abstract

Purpose

Given the increasing dominance of medical tourism on the service economy of some of the developing nations, as a pioneering attempt, this study aims to develop a consumer-based brand equity (CBBE) measurement scale for the medical tourist destinations (city/hospital).

Design/methodology/approach

Following the traditional marketing construct development process (qualitative study, purification study and validation study), in the present study, two sets of large and independent samples were assessed to judge the dimensionality of the measure.

Findings

A well-validated measurement scale was developed as an amalgamation of four dimensions, namely, awareness, perceived quality, brand loyalty and authenticity to assess CBBE of medical destinations.

Practical implications

To reduce the financial and physical risk associated with the purchase of treatment, the customers may rely on “authenticity” of the service providers to select a treatment destination. The outcomes would help medical administrators/managers to focus more on developing “assurance” by increased reliability, responsiveness and tangibles to attract the medical tourists to a large extent.

Originality/value

The study is a pioneering attempt to develop a scale for measuring CBBE for medical tourist destinations. The study aligns with earlier CBBE scales in terms of the first three elements, namely, brand awareness, loyalty and perceived quality. However, based on predictive validity, the study puts forth five interrelated first order attributes, namely, “trust”, “value for money”, “quality of residents”, reliability and soft issues (like friendliness and ease of process) as contributing factors to a so far unexplored dimension, “brand authenticity”.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 10 no. 1
Type: Research Article
ISSN: 1750-6123

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Case study
Publication date: 11 July 2016

Gopal Das, Abhishek and Geetika Varshneya

This case depicts a managerial problem faced by Tradition and Trust, a traditional sweet and snack manufacturer, which is 100-year old family business manufacturing…

Abstract

This case depicts a managerial problem faced by Tradition and Trust, a traditional sweet and snack manufacturer, which is 100-year old family business manufacturing, retailing and exporting sweets, snacks and other confectionery products. Like other traditional sweet and snack manufactures, the company is facing the challenge of consumers' shift towards ‘healthy snacking’. Moreover, brands like Haldiram's and Bikanerwala are posing a tough competition to the traditional sweet manufacturing brands. In recent years, the brand has witnessed a decline in sales. In view of the challenges posed to brand, the Chief Marketing Officer, wants to understand the various factors influencing decline of sales and find ways to redesign the strategy for sustaining its current position in the market. The case is written to illustrate how six fundamental steps of conducting a marketing research can be used to address a given managerial problem.

Details

Indian Institute of Management Ahmedabad, vol. no.
Type: Case Study
ISSN: 2633-3260
Published by: Indian Institute of Management Ahmedabad

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Article
Publication date: 29 April 2014

Gopal Das

The purpose of this paper is to explore the influences of store attributes on store personality dimensions across different consumer segments. Subsequently, the study…

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3808

Abstract

Purpose

The purpose of this paper is to explore the influences of store attributes on store personality dimensions across different consumer segments. Subsequently, the study examines impact of store personality dimensions on consumer store choice behaviour.

Design/methodology/approach

A mall-intercept survey was undertaken using a systematic sampling of department store shoppers of age 18 years and above in Kolkata, a metropolitan city of India. Questionnaire was used to collect data from busy shopping malls or centres located in different places of Kolkata. Multiple regression analysis is used to examine the objectives of this study.

Findings

Results revealed that different sets of store attributes positively affect the various store personality dimensions differently across the segments. The study also found the positive impacts of store personality dimensions on consumer store choice behaviour.

Originality/value

Arguably, this study is the first to explore the link between store attributes and store personality across the consumer segments, and the impacts of store personality dimensions on consumer store choice behaviour.

Details

Marketing Intelligence & Planning, vol. 32 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 19 July 2021

Aditi, Supriyo Das and Ram Gopal

Si-based micro electro mechanical systems (MEMS) magnetometer does not require specialized magnetic materials avoiding magnetic hysteresis, ease in fabrication and low…

Abstract

Purpose

Si-based micro electro mechanical systems (MEMS) magnetometer does not require specialized magnetic materials avoiding magnetic hysteresis, ease in fabrication and low power consumption. It can be fabricated using the same processes used for gyroscope and accelerometer fabrication. The paper reports the dicing mechanism for the released MEMS xylophone magnetic sensor fabricated using wafer bonding technology and its characterization in ambient pressure and under vacuum conditions. The purpose of this paper is to dice the wafer bonded Si-magnetometer in a cost-effective way without the use of laser dicing and test it for Lorentz force transduction.

Design/methodology/approach

A xylophone bar MEMS magnetometer using Lorentz force transduction is developed. The fabricated MEMS-based xylophone bars in literature are approximately 500 µm. The present work shows the released structure (L = 592 µm) fabricated by anodic bonding technique using conducting Si as the structural layer and tested for Lorentz force transduction. The microstructures fabricated at the wafer level are released. Dicing these released structures using conventional diamond blade dicing may damage the structures and reduce the yield. To avoid the problem, positive photoresist S1813 was filled before dicing. The dicing of the wafer, filled with photoresist and later removal of photoresist post dicing, is proposed.

Findings

The devices realized are stiction free and straight. The dynamic measurements are done using laser Doppler vibrometer to verify the released structure and test its functionality for Lorentz force transduction. The magnetic field is applied using a permanent magnet and Helmholtz coil. Two sensors with quality factors 70 and 238 are tested with resonant frequency 112.38 kHz and 114.38 kHz, respectively. The sensor D2, with Q as 238, shows a mechanical sensitivity of 500 pm/Gauss and theoretical Brownian noise-limited resolution of 53 nT/vHz.

Originality/value

The methodology and the study will help develop Lorentz force–based MEMS magnetometers such that stiction-free structures are released using wet etch after the mechanical dicing.

Details

Microelectronics International, vol. 38 no. 2
Type: Research Article
ISSN: 1356-5362

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Article
Publication date: 11 May 2015

Gopal Das

– The purpose of this paper is to explore the impacts of store attributes on consumer-based retailer equity (CBRE) dimensions.

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4876

Abstract

Purpose

The purpose of this paper is to explore the impacts of store attributes on consumer-based retailer equity (CBRE) dimensions.

Design/methodology/approach

A mall-intercept survey was undertaken using a systematic sampling of department store shoppers of age 18 years and above in Kolkata, a metropolitan city in India. A survey questionnaire was used to collect data from busy shopping malls or retail stores located in different places of Kolkata. The impact of store attributes on CBRE dimensions was explored using stepwise regression analysis.

Findings

Results revealed that different sets of store attributes affect various CBRE dimensions differently.

Originality/value

This paper is probably the first to explore the link between store attributes and CBRE dimensions in an Indian and department stores contexts.

Details

Journal of Fashion Marketing and Management, vol. 19 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

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Article
Publication date: 11 July 2016

Gopal Das

– The purpose of this paper is to examine the antecedents and consequences of trust in online shopping from an e-tail branding perspective.

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1722

Abstract

Purpose

The purpose of this paper is to examine the antecedents and consequences of trust in online shopping from an e-tail branding perspective.

Design/methodology/approach

A structured questionnaire was used to collect data online from Indian e-tail shoppers (n=309). A structural equation modelling (CB-SEM approach) was used to analyse the data.

Findings

The results found e-tailer awareness, e-tailer associations, and e-tailer perceived quality as antecedents of trust in online shopping. The results also showed online trust positively influences the behavioural intentions, namely, purchase intention, repurchase, and recommendation.

Originality/value

This study examines the applicability and branding and brand management principles in an e-tail branding context. Theoretical and managerial implications of these results are further discussed.

Details

International Journal of Retail & Distribution Management, vol. 44 no. 7
Type: Research Article
ISSN: 0959-0552

Keywords

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