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1 – 10 of over 2000This paper is based on several years of ethnographic and desk-based research studying the Hare Krishna movement. The work is the first in a series exploring how segments of…
Abstract
Purpose
This paper is based on several years of ethnographic and desk-based research studying the Hare Krishna movement. The work is the first in a series exploring how segments of specific faith communities embrace dietary veganism and how this relates to the concept of transformational learning/change in the context of sustainability transitions. The focus is on how these communities embrace a plant-based diet representing different rationales and attitudes of learning in the process of organisational change.
Design/methodology/approach
I investigated Krishna practices extensively by visiting and volunteering in several of its farm communities in Europe. I used the mixed method of qualitative observations, participation, in-depth interviews and email interviews during a period of ten weeks spent in the communities altogether. I had not been in contact with Hare Krishna believers before the fieldwork.
Findings
Krishna veganism is analysed in the context of sustainability transitions by drawing on the concept of transformative (third-order) learning/change. Findings reveal an unexpected tendency to veganism despite the movement's worldview and radical commitment to dairy consumption. By calling into question their own collective dietary paradigm, the Hare Krishna community provides an exemplary case of third-order learning and change in an organisational context.
Originality/value
The paper invites scholars to include third-order learning into sustainability transitions frameworks while aiming to address the shortcomings of theorising levels of learning. The connection between Krishna veganism, third-order learning and sustainability transitions has not been put forward before.
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Andreas Aldogan Eklund and Miralem Helmefalk
The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts.
Abstract
Purpose
The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts.
Design/methodology/approach
This paper performs a literature review of visual-tactile interplay by reviewing prior research in marketing and psychology.
Findings
The review reveals that visual-tactile interplay provokes various consumer responses depending on whether brands, products or servicescapes are used. The paper develops a comprehensive conceptual framework mapping out visual-tactile interplay and the relationship with consumers’ cognition, emotions and behaviors.
Research limitations/implications
A conceptual model was developed with a novel view on how visual and tactile cues can together influence consumer responses.
Practical implications
This paper shows how visual-tactile interplay is successful in brand, product and servicescape contexts and provides practical insight for firms into how to provoke consumers’ cognitive, emotional and behavioral responses.
Originality/value
This paper contributes to existing literature by developing a conceptual framework and model of visual-tactile interplay and consumer responses by drawing on research in marketing and psychology.
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Philipp Wörfel, Florentine Frentz and Caroline Tautu
Sensory experience profoundly impacts consumer cognition and behavior. This paper aims to illuminate the structure and development of sensory and experiential marketing research…
Abstract
Purpose
Sensory experience profoundly impacts consumer cognition and behavior. This paper aims to illuminate the structure and development of sensory and experiential marketing research, to condense knowledge and to stimulate future research.
Design/methodology/approach
In all, 156 articles with 9,670 references serve as this paper’s database. The factor analysis on co-citation patterns of the top-cited 148 articles reveals the main research streams. The social network analysis unveils the degree of intellectual exchange between and within these schools of thought. The authors also map the temporal emergence of research streams and condense insights into an overarching framework that guides future research.
Findings
Early research in experiential marketing and store atmospherics emphasized the importance of affective reactions. Grounded and embodied cognition revised the understanding of the role perception plays in cognition. These developments culminated in the now most central research stream of sensory marketing, which bridges other research streams.
Research limitations/implications
Although the research field is strongly interconnected, integration with other marketing disciplines potentially enriches the discourse.
Practical implications
This paper is useful for any reader who wants to gain a synthesized overview of the research field of sensory marketing. The framework presented in this paper can serve as a starting point for new sensory marketing research.
Originality/value
This paper offers a structured and unbiased account of sensory marketing and merges findings from diverse research backgrounds.
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– This paper aims to explore the ways in which religious tourism in India fosters religious tolerance.
Abstract
Purpose
This paper aims to explore the ways in which religious tourism in India fosters religious tolerance.
Design/methodology/approach
The paper uses a conceptual apparatus derived from the basic structure of religious tourism comprising motivation, journey and destination, to understand various aspects of tolerance. Tolerance, with the implicit meaning of diversity and pluralism, is examined at two levels – intra-religion and inter-religion – using field investigations from three Hindu pilgrimage sites, namely, Vrindavan, Tuljapur, Shegaon and review of one Muslim site called Ajmer Sharif. These sites exhibit a range of combinations, sectarian traditions within Hindu and their interactions with others, including Muslims and foreigners.
Findings
Each of the sites provides different sets of opportunities for the “others” to get exposed to religious and cultural aspects. It is found that tolerance within the Hindu sects and with non-Hindus from other religious faiths is a function of their engagement with cultural performances and participation in the religious tourism economy in a pilgrimage site.
Originality/value
On a broader level, this paper argues that conceptualising tolerance within a social and cultural sphere helps in a better understanding of tolerance and identifying areas within religious tourism where it can be promoted. A conscious effort to promote tolerance through religious tourism will add value to religious tourism and help it thrive.
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Lawrence Hoc Nang Fong, Soey Sut Ieng Lei, Cheris W.C. Chow and Long W. Lam
Through a critical synthesis and reflection on the theoretical foundations and empirical evidence related to sensory marketing, this study aims to offer meaningful insights for…
Abstract
Purpose
Through a critical synthesis and reflection on the theoretical foundations and empirical evidence related to sensory marketing, this study aims to offer meaningful insights for hospitality operators and provides future research directions on sensory marketing in hospitality.
Design/methodology/approach
Building on an extensive review of sensory marketing studies across disciplines, this paper presents critical discussions of the theories and findings on the five senses in the context of hospitality.
Findings
The critical synthesis and discussion indicate that sensory marketing is highly relevant and applicable to operations in various hospitality sectors such as hotels and restaurants. Still, empirical evidence is required to lend support to the discussions. Although scholarly interest in sensory marketing has surged in the past decade, some research streams, such as sensory incongruence, cross-modal correspondence and sensory intensity, have yet to be extended. These under-researched areas provide directions for future hospitality research.
Practical implications
Through discussions of empirical evidence related to the five senses, mental simulation, cross-modal correspondence and sensory congruence, this paper provides implications for managing customers’ sensory experiences and behavior in hospitality settings.
Originality/value
Despite the increase of research on sensory marketing in the past decade, its full implications in the context of hospitality remain unknown. Through a critical synthesis and reflection on the hospitality literature, this paper offers research directions for a systematic expansion of sensory marketing.
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Christopher N. Arasanmi and Aiswarya Krishna
The purpose of this paper is to examine the link between employee value proposition (EVP) dimensions, employee commitment and organisational citizenship behaviours (OCBs) in…
Abstract
Purpose
The purpose of this paper is to examine the link between employee value proposition (EVP) dimensions, employee commitment and organisational citizenship behaviours (OCBs) in organisations.
Design/methodology/approach
This cross-sectional study collected data from 134 employees of a government department using a survey method. The collected data were analysed with a regression method using Statistical Package for Social Sciences version 24.
Findings
The regression analysis shows that perceived organisational support, and work environment (WE) influence employee commitment. Also, the relationship between organisational commitment (OC) and OCB was found to be significant. The analysis also confirms that OC mediates the relationship between the EVP variables and OCB.
Research limitations/implications
This study is cross-sectional research, future studies may adopt a longitudinal method or multi-sourced data for further research insights. Due to the adopted research design, the findings should be interpreted with this in mind.
Practical implications
This study helps to understand the impact of EVP attributes on employee commitment in organisations. The finding would benefit organisations on the need to enhance EVP fulfilment, and its benefits findings from the study show perceived organisation support and WE affects OC while OC affects OCB. It is crucial for organisations to consider and align EVP strategies in their people management strategies.
Originality/value
This study contributes to the EVP theory by analysing the role of affiliation dimension of the EVP on employee commitment. Prior research appears to have neglected the influence of the EVP on employee commitment.
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Laxmi Prasad Pant, Helen Hambly-Odame, Andy Hall and Rasheed Sulaiman V.
Despite favourable agro-ecological conditions and being the largest international mango producer, India still struggles to build competence in sustainable mango production and…
Abstract
Purpose
Despite favourable agro-ecological conditions and being the largest international mango producer, India still struggles to build competence in sustainable mango production and post-harvest. The purpose of this paper is to contribute to the literature on innovation capacity development, and to explore aspects of innovation systems ideas in the analysis of mango production and marketing by small-scale farmers in the South Indian state of Andhra Pradesh.
Design/methodology/approach
This paper uses case study research methods to an analysis of the sector ' s recent history combined with an empirical account of systems thinking on integrating technology supply chains and commodity supply chains.
Findings
Findings suggest that the case of mango production and post-harvest in the Krishna district is a dismal one and the remedial actions to strengthen mango innovation systems in the district relate to aspects of capacity development to promote upward spiral of learning and innovation, and involve multistakeholder processes to integrate the supply chains of technologyand commodity.
Originality/value
This paper, with its aim to contribute to the literature on innovation capacity development, brings together conventionally distinct bodies of literature on strengthening innovation systems and developing stakeholder capacity. The value of this paper lies on how it addresses technology supply and commodity supply issues in the analysis of competence challenges to strengthening mango innovation systems performance.
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This study aims to examine the impact of olfactory cues at the point of purchase on consumers’ purchase behavior in terms of sales.
Abstract
Purpose
This study aims to examine the impact of olfactory cues at the point of purchase on consumers’ purchase behavior in terms of sales.
Design/methodology/approach
The theory of semantic congruence and sensory marketing on consumer behavior is tested using data collected through an experiment and analyzed using quantitative methods.
Findings
The presence of an olfactory cue has a positive impact on purchase behavior, as measured by product and product-category sales. Results indicate that a more common, category-congruent scent is optimal, as opposed to product-congruent, differentiating scent, even for a single product.
Practical implications
The findings encourage retailers to implement scents at the point of purchase as a sales promotion tool. Targeting a product category, instead of a single product, would seem the most feasible target scope.
Originality/value
This paper studies sensory marketing and cue congruence in a real-life retail setting, measuring the impact in terms of sales, and not only in relation to purchase intentions or brand image. Addressing a precisely defined target that suits retailing, namely, a single product and product category, is also novel, contrasting with earlier studies focused on ambient scents in large environments.
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Meghna Rishi, Anjana Singh and Rati Shukla
As there has been no research about specific Indian temples, the aim of this paper is to explore the role of technology and commercial factors at ISKCON temple in the National…
Abstract
Purpose
As there has been no research about specific Indian temples, the aim of this paper is to explore the role of technology and commercial factors at ISKCON temple in the National Capital Region, in enhancing the tourists' experience. ISKCON temple, New Delhi, has been the pioneer in implementing technology as a tool for augmenting spirituality and Krishna consciousness amongst visitors but it has been unable to excel in the same. Along with technology, various commercial aspects are also exclusively operative at the temple. This paper highlights the confluence of technology and commercial elements at the temple and their role in creating a satisfying visitor experience. The paper recommends changes that will help the temple's policy makers/management in developing superlative tourist experiences.
Design/methodology/approach
The paper explores a strategic question by interacting with the key stakeholders. More specifically, interviews with policy makers, temple committee members and devotees, have been conducted along with a questionnaire which has led to data collection from the customers.
Findings
Identified gaps in the technology and commercial factors that are currently in place at the ISKCON temple. A customer survey highlights key expectations of visitors, bringing out the satisfaction level of the visitors with their integrated experience at the ISKCON temple, New Delhi.
Practical implications
ISKCON temple attracts global tourists giving it a cosmopolitan nature. This research paper creates awareness amongst all the policy makers and temple management about ways to craft an outstanding as well as magnetizing experience for the visitors.
Originality/value
India has a legacy of spiritual destinations that have been attracting international and domestic tourists. In the light of this fact, it becomes critical to identify the factors and elements that enhance the cultural, spiritual as well as overall customer experience at these religious destinations.
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Shadab Khalil, Pubali Chatterjee and Julian Ming-Sung Cheng
This study aims to investigate the effect of color temperature on consumption. Color is one of the most powerful elements of sensory marketing. However, how warm and cool colors…
Abstract
Purpose
This study aims to investigate the effect of color temperature on consumption. Color is one of the most powerful elements of sensory marketing. However, how warm and cool colors drive consumer indulgence and interact with other visual cues is minimally understood.
Design/methodology/approach
This research conducts six experiments to investigate the effect of eight warm and cool colors and the effect of warm/cool color’s interaction with reflectance on indulgent consumption/use in various retail environments.
Findings
Studies 1a and 1b support the contrasting effects of warm vs cool colors on consumers’ indulgent consumption. Studies 2a and 2b establish the serial mediating role of arousal and self-reward focus in the color-indulgence relationship. Study 3a demonstrates the interactive effect of warm (vs cool) colors and glossy (vs matte) reflectance on consumer indulgence, and Study 3b confirms how glossy (vs matte) reflectance moderates the serial mediating effect of arousal and self-reward focus in the color-indulgence relationship.
Research limitations/implications
This research contributes to the growing stream of research on the visual aspect of sensory marketing, especially color, and advances the theoretical knowledge of how color could be used effectively to influence consumer indulgence.
Practical implications
This research provides actionable managerial implications on the effective use of warm and cool colors and glossy and matte reflectance to influence consumer indulgence.
Originality/value
This research advances the theoretical and empirical knowledge of color’s interaction with other visual sensory cues and the underlying psychological processes shaping consumer indulgence.
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