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The experts in industry and academicians value brand resonance is the prerequisite factor in the firms of financial services. In this regard, the purpose of this paper is to model the brand resonance score (BRS) for modified customer-based brand equity (CBBE) model in mutual fund financial services using structural equation modeling (SEM) and analytic network process (ANP).

Criteria and sub-criteria relative weights are calculated from the SEM and sub-sub-criteria relative weights are measured through pair-wise comparison matrix for BRS modeling using ANP approach.

The brand resonance using ANP has been quantified, and BRSs of each brand through brand judgments and brand feelings criteria are calculated using two renowned Indian mutual fund services brands State Bank of India and Hong Kong and Shanghai Banking Corporation.

Interdependency between sub-criteria are not explored. This research study is specific to Indian bank mutual fund services context.

Research findings provide useful guidelines for fund managers/analysts of mutual fund service firms to improve the brand resonance to investors.

The paper explained modeling BRS using ANP technique which helps organizations quantify the brand resonance effectively.

This study aims to experimentally investigate branded functional beverage (BFB) consumption behaviour post-COVID-19 through the lens of a conceptual framework built on three renowned behaviour modification models and to critically evaluate how well subjective norms serve as a moderator in the consumption behaviour relating to such beverage products.

A conceptual model was developed based on the tenets of the theory of planned behaviour (TPB), health belief model (HBM) and value-attitude-behaviour (VAB) model. The study was performed on a convenience sample of 537 respondents aged 18 and up from diverse regions in India using the PLS-SEM method. A total of 444 useable questionnaires were utilized for the final data analysis.

Given the post-pandemic setting, the perceived benefits of BFBs significantly influenced its purchase intention and consumption behaviour. It could grossly impact the media's role (information about COVID-19) and the consumers' interest in healthy food. The study revealed that the information about COVID-19 (role of media) strongly increased interest in healthy food, whereas interest in healthy food positively influenced purchase intention of functional beverages. With interest in healthy food as a “mediator”, the role of media (information about COVID-19) positively influenced purchase intention. It is worth noting the moderating role of subjective norms in the relationship between the role of media (information about COVID-19) and interest in healthy food and that between interest in healthy food and BFB purchase intention.

Food marketers shall skillfully use “opinion” leaders and subject experts in marketing communication campaigns to popularize the link between good food and immunity through COVID-19 and healthy diet-related messages sent via a suitable media platform. This would grab food consumers' interest in BFBs and persuade them to incorporate such items in their daily food milieu. Consumers need to be assured that consuming “functional” products would deliver health benefits and upkeep their body immunity in the post-COVID-19 times.

There has been minimal research on the link between perceived benefits, the role of media, interest in healthy food and consumption behaviour on functional beverages in the post-COVID-19 setting. Moreover, subjective norms have never been probed as a moderator in the consumer behaviour studies on BFBs. This pioneering study applied the tenets of the TPB, HBM and VAB model in the context of post-pandemic functional beverage consumption. The altered study settings caused by the COVID-19 pandemic and the context of a developing economy like India have amplified the research value of this study.

Many studies conducted on cause-related marketing (CaRM) are concentrated in advanced economies. However, there is very little work reported pertaining to CaRM in emerging economies like India. Hence, the aim of this study is to analyze the effect of CaRM on the customers' purchase intention (PI) in the Indian fast-moving consumer goods (FMCGs) sector, which is the fourth largest sector in the Indian economy. Further, this study tests the mediating effect of attitude and the moderating effect of cause involvement.

This paper employs a quantitative methodology. Primary data were collected from 1220 respondents from North India. PLS-SEM is employed to examine the data.

The findings reveal that CaRM strongly impacts FMCG customers' purchasing intentions. Further, a positive attitude toward cause-related marketing triggers the customer purchase intention. Third, the results show that cause involvement moderates purchase intentions, so those who feel passionately dedicated to the cause are more inclined to buy while being involved in the cause-related marketing program.

The results would aid marketers in developing effective CaRM campaigns for their FMCG brands by understanding the different combinations of factors influencing CaRM.

FMCG is one of the major pillars of the Indian economy. This research proposes a comprehensive conceptual framework for the current study that is supported by literature. This study provides evidence of the increasingly important role of CaRM in establishing a win-win association with customers, aiming to solve specific societal causes and creating a favorable image of the brand in the FMCG sector.

This paper aims to provide an empirical investigation into extension category effects on service brand extensions, both to other services (service–service extensions) and to products (service–product extensions), and the extension category’s influence on brand/consumer-level success drivers, as well as the perceived quality of the extension.

This study included an empirical testing of a conceptual framework using a hierarchical linear modeling approach and testing of hypotheses with a multilevel regression analysis. The data set consisted of 216 respondents reporting on both product and service extensions. Data were collected on three levels, namely, consumer level, parent brand level and extension level.

The findings indicate a general and consistent extension category-dependent effect that moderates the importance of brand extension success drivers. The influence of parent brand reliance and perceived parent brand quality were found to have stronger effects, whereas parent brand conviction was weaker in the context of service-to-service extensions.

The study focuses on two brands with four extensions. Further research could replicate the study with a broader range of brands and extensions.

The study provides guidance to service managers to enhance consumers’ extension evaluations through better-positioned communication efforts when extending to different categories.

The study is one of the first empirical investigations into category-extension effects and its moderating role regarding brand and consumer level success drivers. Sparse research has been dedicated to a real-world occurrence of services extending between extension categories; this study thus furthers service brand research in terms of brand management decisions.

Introduction: The insurance industry has unprecedented growth, and the demand for insurance has outgrown in the recent past due to the prevailing pandemic. The companies have a large base of the data set at their disposal, and companies must appropriately handle these data to come out with valuable solutions. Data mining enables insurance companies to gain an insightful approach to map strategies and gain competitive advantage, thus strengthening the profits that will allow them to identify the effectiveness of back-propagation neural network (BPNN) and support vector machines (SVMs) for the companies considered under study. Data mining techniques are the data-driven extraction techniques of information from large data repositories, thus discovering useful patterns from the voluminous data (Weiss & Indurkya, 1998).

Purpose: The present study is performed to investigate the comparative performance of BPNNs and SVMs for the selected Indian insurance companies.

Methodology: The study is conducted by extracting daily data of Indian insurance companies listed on the CNX 500. The data were then transformed into technical indicators for predictive model building using BPNN and SVMs. The daily data of the selected insurance companies for four years, that is, 1 April 2017 to 21 March 2021, were used for this. The data were further transformed into 90 data sets for different periods by categorising them into biannual, annual, and two-year collective data sets. Additionally, the comparison was made for the models generated with the help of BPNNs and SVMs for the six Indian insurance companies selected under this study.

Findings: The findings of the study exhibited that the predictive performance of the BPNN and SVM models are significantly different from each other for SBI data, General Insurance Corporation of India (GICRE) data, HDFC data, New India Assurance Company Ltd. (NIACL) data, and ICICIPRULI data at a 5% level of significance.

This study aims to examine the influence of organizational citizenship behavior’s sub-constructs including altruism, civic virtue, sportsmanship, conscientiousness and courtesy on knowledge sharing behavior (KSB). It also pays attention to the effects of group emotional climate on the relationship between organizational citizenship behavior and knowledge sharing.

This research was conducted based on the quantitative research strategy by applying structural equation modeling. Using a random sampling method, this research surveyed 116 participants and analyzed the data via partial least equation modeling.

The results claim that altruism, conscientiousness and civic virtue have a significant effect on KSB, while the relationship between courtesy and sportsmanship with KSB were not significant. Furthermore, the findings depict that positive and negative workgroup emotional climate would impede or enhance KSB among people with a high level of altruism, conscientiousness and civic virtue.

Given the importance of knowledge sharing in the today knowledge economy, by comprehending the influence of group organizational citizenship behavior’s sub-constructs on knowledge sharing, managers would improve organizational knowledge sharing by developing a culture encouraging altruism, conscientiousness and civic virtue as a substitute for incentive pay. Moreover, promoting an emotionally supportive climate fosters knowledge sharing within people.

This study makes three distinct additions to the knowledge sharing literature. First, although there are little studies that investigate the relationship between organizational citizenship behaviors (OCB) and KS, a few of them examine the effects of OCB’s sub-constructs on KS behavior. Second, this is one of the first studies that examined the moderating role of workgroup emotional climate regarding knowledge sharing. Finally, examining the effect of OCB’s sub-constructs on KS in an Iranian public sector would contribute to the literature by broadening the examination of the constructs in a different context.

Based on attribute research in marketing, importance-performance analysis (IPA) provides a useful analogy to examine employer branding concepts. The purpose of this paper is to use IPA to evaluate employees’ perceptions of important employer value proposition (EVP) attributes and their corresponding psychological contract fulfillment scores. IPA is applied to 40 EVP attributes and their corresponding EVP dimensions – “Economic Value”, “Development Value”, “Social Value”, “Work Value” and “Employer Reputation.” Further, the paper examines the difference between highly engaged and less engaged employees in their relationship to importance and fulfillment of the five EVP dimensions.

Data were drawn from information technology-business process management employees (n=520) in India through a questionnaire survey. The IPA matrix was used to plot the importance and fulfillment scores. Independent samples t-test was used to assess the difference between high and low engagement scores.

The results indicate that several EVP attributes fall within the “Concentrate Here” quadrant that requires more focus. With respect to EVP dimensions, social value needs focus; economic value received “Low Priority”; and work value and employer reputation are identified as “Potential Overkill.” The findings also suggest that, organizations should engage employees across all dimensions, by both prioritizing and fulfilling their obligations promptly.

The study highlights the need for HR practitioners and academicians to draw insights from attribute research in marketing to effectively devise the employer branding strategy of individual organizations.

This paper is the first of its kind to apply IPA to EVP attributes, which contributes to the growing literature on employer branding.

This study aims to examine articles on nonprofit branding over an 18-year time span to develop an overview and better understanding of the subject.

This study used the Scopus database in a search for studies that deal, regardless of the approach, with branding in a nonprofit context. Subsequently, through a systematic review, a database with 84 articles was generated and 77 articles were submitted to bibliometric analysis.

This study identified six main research areas (brand and donation, brand management, brand orientation, nonprofit and for-profit partnership, communication strategies and stakeholder management), which were analyzed and discussed, seeking to identify the relationship between research in each area. In addition, this study presents the limitations of the research and thus verify that, although this body of literature is growing, the complexity of the nonprofit sector offers several opportunities for future research, which are pointed out at the end of the study.

This study contributes to the academic literature on the topic by providing a systematization of knowledge about branding in the nonprofit sector and also offers insights about nonprofit branding to institutions and managers in this industry.

This is the first study, to the authors’ knowledge, to evaluate and quantify the progress of brand literature in the nonprofit sector.

The purpose of this paper is twofold: first, to review the extant academic literature on on-demand food delivery (ODFD) services, i.e. the delivery of freshly prepared meals from restaurants to customers enabled by online platforms; second, to propose directions for future research in this field.

This work reviews 59 papers published between 2016 and 2020. They are classified with respect to both their research methodology and the addressed themes, namely the actors involved and the activities creating value for the ODFD ecosystem. The latter was analysed by applying a framework derived from the integration of traditional models and literature about platforms/business ecosystems. Results were validated through interviews with practitioners.

Due to its huge success and the significant complexities behind it, the ODFD business has been gaining the interest of academics. The authors’ review highlights that (1) the perspectives of the various actors involved should be integrated, moving towards an ecosystem-based view; (2) future research should focus more on restaurant operations and their role in ODFD systems and (3) despite they have been investigated by several academic contributions, human resource management and logistics of ODFD systems still present room for further extensions, in the areas of intervention/regulation and distribution network/batching, respectively.

This review offers insights to both academics and practitioners. On the academic side, it analyses the literature on ODFD systems, outlining directions for future research. On the managerial side, it provides a comprehensive view on the most critical value-creating activities for ODFD businesses.

Beyond traditional brand endorsement, many celebrities have in recent years decided to launch their own product lines, which may be used to promote their own celebrity brand. Which product categories or social causes match a celebrity’s brand personality? This study aims to investigate the antecedents of celebrity–product degree of fit and willingness to pay (WTP)/make a donation in different scenarios. The manipulation of the scenarios aims to capture the role of celebrity attributes, perceived personality profiles, product involvement and acceptance of social causes.

In total, 335 respondents answered an online questionnaire with a factorial plan corresponding to 20 different matching scenarios: five celebrities/perceived personalities (Emma Watson, Jennifer Lawrence, Kim Kardashian, Natalie Portman and Scarlet Johansson) × four types of branding scenarios (a lipstick for low involvement; a watch for high involvement; an eco-foundation for “high social acceptance” and vodka for “low social acceptance/controversial”).

Scarlett Johansson obtained the highest degree of fit, both for launching her own brand of lipstick or a watch. Kim Kardashian had the best degree of fit for launching her own vodka brand, while Emma Watson’s attributes confirmed that she would be seen as the ideal founder of an eco-foundation. Significant predictors of WTP/make a donation were assessed by multiple linear regression for each type of product.

The paper provides recommendations that may help guide celebrity brand managers through the celebrity–product matching process.

Celebrity branding in relation to social causes is also discussed in this paper.

This study explores a gap found in the literature as it explores the product match-up hypotheses within a celebrity branding context and moreover extends this investigation to social causes and products with different degrees of involvement and social acceptance.