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Article
Publication date: 17 April 2023

Amélia Brandão and Mahesh Gadekar

This study aims to examines how renaming music festivals with brand names affect festivalgoers' purchase intention in a Southwestern European country.

Abstract

Purpose

This study aims to examines how renaming music festivals with brand names affect festivalgoers' purchase intention in a Southwestern European country.

Design/methodology/approach

This study uses 291 festivalgoers' responses attending five music festivals in a Southwestern European country with structural equation modeling.

Findings

The study shows that the brand experience at the music festival directly influences brand attitude, which in turn positively influences purchase intention. The results also show the direct impact of event-sponsor fit on brand image transfer (BIT), positively affecting purchase intention.

Research limitations/implications

The study examined only five music festivals in a Southwestern European country. Further studies can investigate multiple music festivals in different geographic regions. Four of the five sponsoring brands of the music festivals are telecommunication operators. Also, this study did not explore the differences in the effect of destination image, artist image and festivalgoers' attachment to music festivals.

Practical implications

The brand sponsorship of music festivals should ensure the event-sponsor fit to impact BIT and purchase intention positively. A synergy between events and sponsors must be created to involve consumers with the brands.

Originality/value

This study uses congruity theory in a music festival setting. The investigation is unique as it is conducted at five music festivals in a Southwestern European country.

Details

International Journal of Event and Festival Management, vol. 14 no. 3
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 30 November 2023

Rashmi Ranjan Parida and Mahesh Gadekar

This paper investigates the factors and how they lead to meat choice decisions based on preferred slaughter practices. The literature has established the role of psychological…

Abstract

Purpose

This paper investigates the factors and how they lead to meat choice decisions based on preferred slaughter practices. The literature has established the role of psychological factors and morality perception in meat choice decisions. However, it explores how consumers' behavioural intention is impacted towards alternative meat when consumer guilt is activated in different cultural settings.

Design/methodology/approach

This study included in-depth interviews with consumers from India's emerging market due to its multicultural dimension and diverse religious beliefs about meat consumption. The authors conducted 17 interviews to explore antecedents towards non-halal meat choices.

Findings

Utilizing the Theory of planned behaviour (TPB), this paper explores research gaps related to meat consumption preferences based on preferred slaughter practices in an emerging market context. The findings uncover and add to understanding meat preferences in varied cultural contexts that affect consumer choices. The authors advance the current understanding of TPB from the perspective of behavioural intention toward non-halal meat.

Practical implications

The study's findings have significant implications for all the organizations/outlets dealing with non-vegetarian food products, whether packaged or fresh and for meat sellers.

Originality/value

The study is unique in identifying the meat choice preferences based on slaughter practice through the extended prism of TPB. The market chosen for this study is one of the biggest consumer markets and its growing continuously.

Details

British Food Journal, vol. 126 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 6 May 2020

Pedro Quelhas-Brito, Amélia Brandão, Mahesh Gadekar and Sofia Castelo‐Branco

The purpose of this paper is to identify the antecedents and consequences of social media fashion influencer's (SMFI) diffusion of fashion information. This study proposes and…

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Abstract

Purpose

The purpose of this paper is to identify the antecedents and consequences of social media fashion influencer's (SMFI) diffusion of fashion information. This study proposes and examines following research questions: What motivates SMFI to share fashion information? In what way shared fashion information impact SMFI?

Design/methodology/approach

This study uses semi-structured interviews with SMFI to learn about their relationships with followers. It then conducts a survey of 510 SMFI in Portugal. The data are analyzed by structural equation modeling.

Findings

The results indicate that intrinsic motivation can develop a SMFIs' fashion leadership, while the SMFIs' perceived usability of fashion blogs does not. The authors also find a self-serving bias among SMFI.

Research limitations/implications

SMFIs' fashion leadership is associated with the intrinsic motivations of sharing and helping other consumers make fashion decisions, which indicates that marketers can improve their results through using opinion SMFI to assist fashion consumers in purchasing decisions. Further studies should explore the processes adopted by fashion consumers to evaluate SMFI.

Originality/value

This study helps to understand the antecedents and consequences of fashion diffusion by SMFIs. In particular, the research helps the marketers to understand how the bonds between SMFIs and followers are nurtured.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 24 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 13 March 2019

Kim-Shyan Fam, Pedro Q. Brito, Mahesh Gadekar, James E. Richard, Ugtakh Jargal and Wenchao Liu

The purpose of this paper is to examine and compare the influence of age, education, income, product involvement and sales promotion (SP) characteristics on consumer attitudes…

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Abstract

Purpose

The purpose of this paper is to examine and compare the influence of age, education, income, product involvement and sales promotion (SP) characteristics on consumer attitudes towards SP across eight culturally dissimilar environments.

Design/methodology/approach

A multi-country mall intercept and mail survey was conducted in Brunei, China, Hong Kong, Indonesia, Malaysia, New Zealand, Singapore and Thailand (n=4,125 respondents).

Findings

Country, education level and income significantly influence consumer attitudes towards SP. Some countries show a significant monetary value interaction effect. Consumers using delayed-reward SPT reported a significantly more positive attitude towards SP. Discounts and coupons are the two most highly ranked SP across the sampled countries.

Research limitations/implications

Limitations include the use of intercept and mail sampling. Extending the study to include additional Asian countries and other regions would benefit the understanding of cultural influences on SP.

Practical implications

Multinational marketing managers should consider three aspects of SP implementation strategy: cultural and demographic factors, interaction between delayed-reward SP and socio-demographics variables; country specific SP preferences to promote both sales and brand equity.

Originality/value

This study investigates and extends research on SP across cultures. In particular the research helps better understand the impact of demographic factors and culture on attitudes towards SP, and implementation of global promotions.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 8 September 2021

Amélia Brandão, Sílvia Ramos and Mahesh Gadekar

Creative entrepreneurship has contributed to economic development of regions and countries and have become models for the countries in the Western world. Jewelry designer…

Abstract

Purpose

Creative entrepreneurship has contributed to economic development of regions and countries and have become models for the countries in the Western world. Jewelry designer entrepreneurs are one of the contributors toward creative economy for their role in economic prosperity. This article aims to investigate brand-building efforts of jewelry designer entrepreneurs. This study also aims to explore how jewelry designer entrepreneurs develop and communicate brand narrative, and how brand backstories confer value to jewelry.

Design/methodology/approach

This study used a qualitative approach. Semi-structured in-depth interviews were conducted with seven Portuguese designer jewelry.

Findings

The study identified seven themes to reflect the brand narratives of the Portuguese jewelry designer entrepreneurs: designer artists considered the importance of international recognition; designer jewelry uses the ontological metaphor to connect emotionally; designer jewelry making a jewelry piece that is fluid and organic; limited association with fashion; distinctive brand communication; fair pricing strategy; and identifying self as artistic worker. The study also shows that jewelry designer entrepreneurs adopt a distinctive brand communication tactics to connect emotionally with imagine customers.

Practical implications

This study proposes a general and managerial guide to boost personal brand jewelry designer entrepreneurs through brand narratives.

Originality/value

This study bridges an academia gap on personal branding, exploring how jewelry designer entrepreneurs develop and communicate brand narrative and brand backstories adding value to the jewelry industry.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 23 no. 2
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 10 October 2016

V. Raja Sreedharan and R. Raju

The purpose of this paper is to review Lean Six Sigma (LSS) literature and report different definitions, demographics, methodologies and industries.

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Abstract

Purpose

The purpose of this paper is to review Lean Six Sigma (LSS) literature and report different definitions, demographics, methodologies and industries.

Design/methodology/approach

This paper highlights various definitions by different researchers and practitioners. A total of 235 research papers has been reviewed for the LSS theme, research methodology adopted, type of industry, author profile, country of research and year of publication.

Findings

From the review, four significant LSS classifications were identified that deal with the spread of LSS in different industries followed by observation for classification.

Practical implications

LSS is a strategy for success, but it did not examine its presence in various Industries. From this paper, readers can understand the quantum of its spread before implementing LSS. For academicians, it will be a comprehensive list of papers for research.

Originality/value

This paper reviews 235 research papers for their year, author profile, research methodology and type of industry. Various characteristics of LSS definitions and their theme are also reviewed.

Details

International Journal of Lean Six Sigma, vol. 7 no. 4
Type: Research Article
ISSN: 2040-4166

Keywords

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