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Article
Publication date: 13 February 2017

Abhigyan Sarkar and Juhi Gahlot Sarkar

Extant research shows that individual’s relationship with brand can be structurally similar to both interpersonal love relationship and religious relationship. A stream of…

Abstract

Purpose

Extant research shows that individual’s relationship with brand can be structurally similar to both interpersonal love relationship and religious relationship. A stream of consumer research states that individual can love a brand like a person loves another person. Another stream of consumer research postulates that individual can perceive brand equivalent to religion, and even substitute religion with brand. Research is scarce connecting these two different paradigms of brand relationship, given that interpersonal relationship is not necessarily as devotional as religious relationship. The purpose of this paper is to conceptualize the psychological process through which an individual can substitute his/her religion with brand. The basic theoretical premise of this substitution behaviour is the proposition that brand meanings can be perceived as equivalent to religious meanings.

Design/methodology/approach

This paper has conducted an integrative review of selected extant research related to individual-brand relationships, interpersonal relationships and religiosity.

Findings

This paper develops a consumer response hierarchy model showing the inter-related psychological processes through which an individual can substitute his/her religion with brand. The model forms the basis for the discussion of theoretical contributions and managerial implications.

Originality/value

The value of this conceptual paper lies in developing a process model for the first time in the area of consumer-brand relationship domain explaining the stage-wise psychological processes through which individual can move from mere cognitive brand satisfaction towards perceiving brand as substitute of religion.

Details

Society and Business Review, vol. 12 no. 1
Type: Research Article
ISSN: 1746-5680

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Article
Publication date: 27 February 2018

Abhigyan Sarkar, Juhi Gahlot Sarkar, Sreejesh S. and Anusree M.R.

The purpose of this paper is to qualitatively investigate various factors associated with e-tail store brand affect.

Abstract

Purpose

The purpose of this paper is to qualitatively investigate various factors associated with e-tail store brand affect.

Design/methodology/approach

Data were collected by conducting semi-structured depth interviews following a storytelling approach. The data were coded using the grounded theory method.

Findings

Data analysis shows that anticipated service recovery, deal attractiveness and luxury e-tail brand image predict e-tail store brand affect. These predictors play their roles under the moderating influences of specific moderators. The desirable marketing outcomes of e-tail store brand affect are e-tail branded app usage, spreading positive word of mouth and secure attachment style toward e-tailer.

Originality/value

The value of this study lies in developing a grounded theory based causal process model that can provide managerial insights on how to enhance e-tail brand affect.

Details

Marketing Intelligence & Planning, vol. 36 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 7 March 2019

Abhigyan Sarkar, Juhi Gahlot Sarkar and Gaurav Bhatt

The purpose of this paper is to investigate how various retail store atmospheric cues can impact store brand loyalty (SBL) via eliciting store brand love. This paper…

Abstract

Purpose

The purpose of this paper is to investigate how various retail store atmospheric cues can impact store brand loyalty (SBL) via eliciting store brand love. This paper posits that different store brand experiential cues can predict brand love only when the experience is processed based on perceiving the brand as human-like entity, i.e. brand anthropomorphization. Brand love cannot be strongly elicited without the sense of brand anthropomorphization. Moreover, brand love can impact brand loyalty intention only under the moderating condition of perceived firm’s positive relationship marketing orientation.

Design/methodology/approach

Survey was conducted among urban shopping mall consumers, and the data were analyzed using structural equation modeling.

Findings

The findings support that store brand experience elicited by store environmental cues can better predict store brand love when the store is perceived as human, and store brand love can better predict conative SBL when consumer perceives that the store is having a positive relationship orientation.

Originality/value

The value of the paper lies in empirically testing the psychological mechanism through which store atmospheric cues lead to SBL.

Details

Marketing Intelligence & Planning, vol. 37 no. 2
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 6 February 2017

Juhi Gahlot Sarkar and Abhigyan Sarkar

The purpose of this paper is to examine the inter-relationships between product category embarrassment, consumption contexts, individual’s attachment styles, and their…

Abstract

Purpose

The purpose of this paper is to examine the inter-relationships between product category embarrassment, consumption contexts, individual’s attachment styles, and their combined effects on individual’s preference toward online and physical store channels while buying embarrassing products.

Design/methodology/approach

Experimental design was employed by taking a sample of young adult students.

Findings

The results of this study shows that embarrassing product class and social consumption context can potentially elicit embarrassment. Anxiously attached individuals are more prone to be embarrassed compared to the individuals adopting secure and avoidant attachment styles.

Originality/value

Value of the paper lies in empirically investigating the complex inter-relationships between product class-specific embarrassment, context specific embarrassment, individual’s attachment styles and buying channel selection.

Details

Marketing Intelligence & Planning, vol. 35 no. 1
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 19 March 2020

Gaurav Bhatt, Abhigyan Sarkar and Juhi Gahlot Sarkar

The majority of past studies on the physical store environment have focused on the impacts of distinct store environmental cues like music, crowding and décor on…

Abstract

Purpose

The majority of past studies on the physical store environment have focused on the impacts of distinct store environmental cues like music, crowding and décor on consumers' responses. However, recent research posits that consumer is more likely to experience several cues in a combination, rather than in isolation, i.e. different categories of store environmental cues are likely to impact consumer psychology holistically. Hence, our study aims to identify the relevant factors of store atmospheric cues impacting consumer's attitude in physical retail store context and validate scales to measure such factors.

Design/methodology/approach

This research develops and validates psychometrically reliable scales to measure two broad store stimuli factors namely: attractive and facilitating store stimuli, following the scale development method suggested by Churchill (1979).

Findings

The study shows that attractive store stimuli predict affective and sensory store brand experiences. The facilitating store stimuli moderate the effects of attractive store stimuli on affective and sensory store brand experiences. Affective and sensory store brand experiences predict store satisfaction.

Originality/value

This research contributes to the existing body of store ambience research by empirically understanding the psychological mechanism through which customers perceive different store cues holistically leading to the elicitation of store satisfaction.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 4
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 13 February 2017

Juhi Gahlot Sarkar and Abhigyan Sarkar

The purpose of this paper is to define the brand religiosity phenomenon and develop a theoretical process model showing the interrelationships between brand religiosity…

Abstract

Purpose

The purpose of this paper is to define the brand religiosity phenomenon and develop a theoretical process model showing the interrelationships between brand religiosity and other related concepts leading to the formation of a distinct brand sub-culture or community.

Design/methodology/approach

A large volume of prior literature on consumer–brand relationships has been reviewed to develop the conceptual framework.

Findings

The framework developed shows several actionable antecedents and desirable marketing outcomes of brand religiosity. The framework also depicts that brand religiosity leads to the creation of social anti-structure by forming a distinct brand community that frees individuals from the regular social structure and motivates them to adopt a distinct brand sub-culture formed. Theoretical contributions and business policy-related implications of brand religiosity are discussed.

Originality/value

Value of the study lies in conceptualizing brand religiosity and developing an integrative process model centering the concept.

Details

Society and Business Review, vol. 12 no. 1
Type: Research Article
ISSN: 1746-5680

Keywords

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Article
Publication date: 12 June 2017

Juhi Gahlot Sarkar and Abhigyan Sarkar

The purposes of this qualitative study are to investigate brand embarrassment which is a unique social consumption emotion and to identify possible antecedents…

Abstract

Purpose

The purposes of this qualitative study are to investigate brand embarrassment which is a unique social consumption emotion and to identify possible antecedents, consequences and moderating factors associated with it.

Design/methodology/approach

The study reviewed a large volume of literature on embarrassment. The literature review was followed by a series of semi-structured, in-depth interviews of selected brand-conscious young adult informants in India. The data collected through such interviews were coded following grounded theory method.

Findings

The final outcome of the study is a comprehensive grounded theory framework. The framework depicts various antecedents and consequences of brand embarrassment and specific moderating factors shaping the influences of specific antecedents on brand embarrassment.

Originality/value

The value of this qualitative study lies in developing an elaborate grounded theory framework showing the inter-relationships between brand embarrassment and other related concepts.

Details

Qualitative Market Research: An International Journal, vol. 20 no. 3
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 20 August 2019

Sreejesh S., Juhi Gahlot Sarkar and Abhigyan Sarkar

The purpose of this paper is to examine the casual role of consumers’ perceptions of brands’ corporate social responsibility (CSR) motives (self-serving vs…

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Abstract

Purpose

The purpose of this paper is to examine the casual role of consumers’ perceptions of brands’ corporate social responsibility (CSR) motives (self-serving vs society-serving) in influencing consumer–brand relationships. Further, the authors explore the roles of brand initiated CSR activities (e.g. CSR co-creation), social media characteristics (e.g. media richness) and consumer’s community identification in shaping the effect of perceived CSR motive on consumer–brand relationship.

Design/methodology/approach

A 2 (CSR motives: self-oriented vs society-oriented) × 2 (CSR co-creation: yes vs no) × 2 (media richness: high vs low) between-subjects experimental design is employed.

Findings

The results elucidate that when consumers perceive that CSR is for self-serving (vs society-serving) motive, allowing consumers to co-create CSR in a high media-rich virtual platform enhances consumer–brand relationship quality. In addition, the results also support that the interactions of perceived CSR motives, co-creation and media richness enhance consumer–brand relationship through the mediation of community identification.

Originality/value

The current study draws implications for effective CSR co-creation through rich social media platforms, so as to enhance consumer–brand relationship quality via creating community identification.

Details

Marketing Intelligence & Planning, vol. 38 no. 1
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 13 March 2017

Abhigyan Sarkar and Juhi Gahlot Sarkar

The purpose of this paper is to develop and validate a psychometrically reliable scale to measure centrality of brand (CoB) or brand centrality construct in the domain of…

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1124

Abstract

Purpose

The purpose of this paper is to develop and validate a psychometrically reliable scale to measure centrality of brand (CoB) or brand centrality construct in the domain of fashion apparel brands. The scale quantitatively validates that brand relationship can be of equivalent importance to religious relationship in an individual fashion brand lover’s life.

Design/methodology/approach

Based on a previous literature review, brand centrality has been conceptualized. Following that, CoB scale has been validated in a step-by-step process following the scale validation methodology suggested by Churchill (1979).

Findings

The final outcome of the study is a psychometrically reliable CoB scale. The study results validate the relationships between CoB, and other important theoretical antecedents and consequences of brand centrality.

Originality/value

This study contributes to the existing body of fashion branding research by showing that a consumer-fashion brand relationship can be of importance akin to a religious relationship in an individual’s life.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 21 no. 1
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 10 June 2021

S. Sreejesh, Juhi Gahlot Sarkar and Abhigyan Sarkar

The purpose of this study is to empirically examine the impact of technology-enabled service co-creation on patients' service patronage behaviour in healthcare retailing…

Abstract

Purpose

The purpose of this study is to empirically examine the impact of technology-enabled service co-creation on patients' service patronage behaviour in healthcare retailing. The first objective is to examine the mediating roles of spatial presence and co-presence in the relationship between technology enabled co-creation and service experience. The second objective is to investigate if healthcare service experience impacts patients' relationship value with hospitals and subsequent patronage intention.

Design/methodology/approach

Data were collected from a sample of 516 customers of three leading hospitals in India during the social isolation period of COVID-19. The data were analysed using structural equation modelling.

Findings

The study results demonstrate that customers' favourably perceived technology-enabled co-creation generates feelings of spatial presence and co-presence in the technology-enabled platform. The feeling of presence enhances patients' health care service experiences which in turn predict their relationship value perceptions towards the healthcare service provider. Co-presence dominates as a mediator in terms of magnitude over spatial presence. The favourable value perception positively impacts patients' intention to come back to the same hospital.

Research limitations/implications

The study uses cross-sectional data, which does not incorporate any temporal variations in the investigated relationships. The study does not account for differences in government vs. private undertakings of healthcare system.

Practical implications

The findings envisage a digital healthcare retail system, where hospitals can enhance patients' perceptions of healthcare service experience, relational value and re-patronage intention, based on the digital mediated environment design elements, i.e. spatial presence and co-presence. As co-presence is a dominant factor, ensuring that human healthcare experts (rather than technology based e-service elements like chatbots) participate in healthcare service co-creation is of prime importance to provide enriching service experience to the patients.

Originality/value

The value of the research lies in extending the theories of presence, UTAUT and S-O-R to understand digital healthcare retailing, in order to identify the mechanism of how online co-creative platform can generate hospital patronage behaviour among patients through the serial mediation of presence, augmented service experience and relationship value.

Details

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

Keywords

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