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Article
Publication date: 19 October 2022

Sunny Vijay Arora, Arti D. Kalro and Dinesh Sharma

Managers prefer semantic imbeds in brand names, but extant literature has primarily studied fictitious names for their sound-symbolic perceptions. This paper aims to explore…

Abstract

Purpose

Managers prefer semantic imbeds in brand names, but extant literature has primarily studied fictitious names for their sound-symbolic perceptions. This paper aims to explore sound-symbolic perceptions of products with blended brand names (BBNs), formed with at least one semantic and one nonsemantic component. Unlike most extant literature, this study not only estimates the effect of vowels and consonants individually on product perceptions but also of their combinations. The boundary condition for this effect is examined by classifying products by their categorization and attributes by their abstractness.

Design/methodology/approach

Through a within-subject experiment, this paper tested perceptions of products with BBNs having high-/low-frequency sounds. A mixed-design experiment followed with sound frequency, product-level categorization and attributes’ abstractness as predictor variables.

Findings

For BBNs, vowel sounds convey brand meaning better than the combinations of vowel and consonant sounds – and these convey brand meaning better than consonant sounds. Differences in consumers’ perceptions of products with BBNs occur when the degree of attributes’ abstractness matches product-level categorization, such as when concrete attributes match subordinate-level categorization.

Practical implications

Brand managers/strategists can communicate product positioning (attribute-based) through BBNs created specifically for product categories and product types.

Originality/value

This research presents a comparative analysis across vowels, consonants and their combinations on consumers’ perceptions of products with BBNs. Manipulation of names’ length and position of the sound-symbolic imbed in the BBN proffered additional contributions. Another novelty is the interaction effect of product categorization levels and attributes’ abstractness on sound-symbolic perception.

Details

Journal of Product & Brand Management, vol. 32 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 6 June 2023

Ruhee Mittal, Tanu Kathuria, Mohit Saini, Barkha Dhingra and Mahender Yadav

Fintech plays a prominent role in augmenting the financial inclusion of the population and increasing the money supply, which calls for the intervention of monetary policy. This…

Abstract

Purpose

Fintech plays a prominent role in augmenting the financial inclusion of the population and increasing the money supply, which calls for the intervention of monetary policy. This article is an attempt to examine the relationship between the financial inclusion, fintech and monetary policy effectiveness of the Indian economy, within the framework of wealth creation and transmission mechanism through the cost of capital.

Design/methodology/approach

On the quarterly data retrieved from multiple sources, autoregressive distributed lagged regression is used to examine the relationship between different variables as explained in four set models; after which the Toda–Yamamoto causality test is employed to capture the direction of the relationship.

Findings

The study finds a positive relationship between financial inclusion, fintech and inflation taken as a proxy for Monetary Policy Effectiveness (MPE) in the short as well as in the long run. However, the relationship between fintech and inflation is negative once the cost of capital is included in the models. The causality test exhibits the uni-directional causality from fintech to MPE and MPE to financial inclusion. Bi-directional causality exists between wealth and MPE. Similarly, bank rate and interbank rate are bound by bi-directional causality.

Research limitations/implications

Being financially included facilitates ease and boosts public access to more financial services and credit, leading to increased demand and hence inflation. Hence government and regulators need to take mindful measures to enhance the fintech development and financial inclusion to make the monetary policy effective.

Originality/value

As per the author's best knowledge, this is the first study to examine the relationship between fintech, financial inclusion and monetary policy effectiveness in the context of the Indian economy.

Details

International Journal of Social Economics, vol. 50 no. 12
Type: Research Article
ISSN: 0306-8293

Keywords

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