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Article
Publication date: 23 November 2021

Piyush Sharma, Ricky Y. K. Chan, Nebojsa Davcik and Akiko Ueno

This paper explores the moderating effects of four personal cultural orientations or PCOs (independence, interdependence, risk aversion and ambiguity intolerance) on the…

Abstract

Purpose

This paper explores the moderating effects of four personal cultural orientations or PCOs (independence, interdependence, risk aversion and ambiguity intolerance) on the relationships among counterfeit proneness, subjective norms, ethical judgments, product evaluation and purchase intentions for counterfeit products.

Design/methodology/approach

A field study with 840 consumers in Hong Kong using a self-administered structured questionnaire is used to test all the hypotheses.

Finding

Consumers with high (low) scores on interdependence (independence) show stronger positive effects of counterfeit proneness on subjective norms and its effects on the counterfeit evaluation and purchase intentions. In contrast, consumers with high (low) scores on independence (interdependence) show stronger positive effects of counterfeit proneness on ethical judgments and its effects on counterfeit evaluation and purchase intentions. Consumers with higher scores on risk aversion and ambiguity intolerance show negative moderating effects on most of the relationships in the unified conceptual framework.

Research limitations/implications

The authors collected data in Hong Kong, which is predominantly Chinese in culture. Hence, future research in other parts of the world with more diverse cultural values would help test the validity and generalizability of the results.

Practical implications

The findings would be useful for managers of genuine brands to learn more about the process that explains deliberate counterfeit purchase behavior.

Originality/value

The authors extend the unified conceptual framework for deliberate counterfeit purchase behavior by incorporating four PCOs to explore cultural differences in the socio-psychological decision-making process underlying this behavior.

Details

Marketing Intelligence & Planning, vol. 40 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 13 July 2018

Piyush Sharma, Jackie Tam and Zhan Wu

The purpose of this special issue is to extend the growing research on the challenges and opportunities facing services marketers in an increasingly culturally diverse…

1729

Abstract

Purpose

The purpose of this special issue is to extend the growing research on the challenges and opportunities facing services marketers in an increasingly culturally diverse global marketplace.

Design/methodology/approach

The nine papers included in this special issue use a variety of research methods (e.g. case study, experiments and surveys), participants (e.g. customers, employees and online panel members) and service settings (e.g. fast food, post office, weight loss, bank, home loan, personal fitness and offshore outsourcing).

Findings

All the nine papers highlight the importance of studying the unique perspectives of the customers and employees involved in intercultural interactions in diverse service settings in marketplaces and societies that are either already or have recently become multicultural.

Research limitations/implications

The findings from the nine papers have useful implications for future research on services marketing in multicultural markets, although these may not always be generalisable beyond the unique context of the studies reported in each of these papers.

Practical implications

All the nine papers also present some useful directions for services marketing managers in the multicultural markets, to help them understand and manage the expectations of their culturally diverse customers, as well as employees.

Originality/value

This special issue is unique because it is one of the first attempts to understand the unique challenges and opportunities for services marketers in the growing multicultural global marketplace, from a theoretical, as well as empirical, point of view.

Details

Journal of Services Marketing, vol. 32 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 23 November 2021

Piyush Sharma, Deepak Sardana, Narain Gupta and Denni Arli

This paper aims to explore the role of spiritual leaders as celebrity business founders and brand endorsers by investigating the mediating role of perceived value in the…

Abstract

Purpose

This paper aims to explore the role of spiritual leaders as celebrity business founders and brand endorsers by investigating the mediating role of perceived value in the impact of normative community pressure and perceived brand credibility on purchase intention.

Design/methodology/approach

The authors collected data from two studies in India, one with urban (N = 307) and another with rural (N = 206) consumers of fast moving consumer goods brands being endorsed by popular celebrity business founders. The authors tested all our hypotheses using partial least squares structural equation modeling (PLS-SEM) approach with SmartPLS software.

Findings

Perceived value mediates the positive impact of normative community pressure and perceived brand credibility on purchase intention for the brands endorsed by celebrity business founders, and these mediating effects are stronger for urban (vs rural) consumers.

Research limitations/implications

The results from Indian consumers may not be generalizable to other emerging markets with diverse cultural and socio-economic conditions.

Practical implications

This research would help international marketers understand the unique branding and marketing strategies used by local players to learn how to successfully target both urban and rural consumers in the emerging markets.

Originality/value

This paper extends the celebrity endorsement literature by exploring the role of spiritual leaders as celebrity business founders and brand endorsers, a growing trend in the emerging markets with high cultural and religious diversity (e.g. India and Indonesia).

Details

Marketing Intelligence & Planning, vol. 40 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 5 September 2019

Nebojsa S. Davcik, Piyush Sharma, Ricky Chan and Rajat Roy

The purpose of this paper is to present the contemporary thinking on deliberate lookalikes and to provide a better understanding of its key forms (counterfeits, copycats…

Abstract

Purpose

The purpose of this paper is to present the contemporary thinking on deliberate lookalikes and to provide a better understanding of its key forms (counterfeits, copycats and no-name imitations) and markets (deceptive and non-deceptive).

Design/methodology/approach

This editorial contains a review of current and past literature on deliberate lookalikes along with summaries of all the articles accepted for publication in the special issue on deliberate lookalikes. The guest editors used academic databases such as Web of Science to find the most representative scholarly work on deliberate lookalikes literature.

Findings

This editorial identifies pertinent research gaps in the literature on deliberate lookalikes. The five selected articles address some of these research gaps and provide useful insights on the purchase and usage of deliberate lookalikes along with directions for future research and ways to apply different research methods that could have important implications for scholars and managers.

Originality/value

The editorial and special issue extends the knowledge about the deliberate lookalikes and their effects on firms, brands and consumers. This work opens new avenues for the research about different forms and markets in the context of lookalikes.

Details

Journal of Product & Brand Management, vol. 28 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 11 April 2016

Piyush Sharma, Zhan Wu and Yong Su

The purpose of this paper is to address a long-standing gap in current research on intercultural service encounters, by exploring the direct and indirect roles of four…

1703

Abstract

Purpose

The purpose of this paper is to address a long-standing gap in current research on intercultural service encounters, by exploring the direct and indirect roles of four personal cultural orientations (PCOs) [independence, interdependence (INT), risk aversion (RSK) and ambiguity intolerance (AMB)].

Design/methodology/approach

A 2 × 2 between-subjects experimental design with customers in two countries (Australia and China) using scenarios to manipulate service outcome (failure or success) and photos of foreigners as customer or employee to prime perceived cultural distance (PCD).

Findings

Customers with higher (vs lower) independence perceive greater interaction comfort, service quality and satisfaction (SAT) and are affected to a lesser extent by PCD and service outcome, but those with higher (vs lower) RSK or AMB perceive lower interaction comfort, service quality and SAT and are affected more strongly by PCD and service outcome.

Research limitations/implications

The authors used an “experimental” design with “imaginary” service scenarios to collect data in “two” countries using “four” PCOs for greater control in this paper, but all of these choices may restrict the generalizability of the findings.

Practical implications

Service managers need to look beyond visible cultural differences, such as ethnicity, nationality and language, and focus more on the invisible cultural differences in customs, values and norms, as reflected by the four PCOs in this paper.

Originality/value

The authors extend prior research on intercultural service encounters by exploring the moderating effects of PCOs on the influence of service outcome and PCD on interaction comfort, service quality and SAT.

Article
Publication date: 4 April 2022

Piyush Sharma, Bharadhwaj Sivakumaran and Geetha Mohan

This paper aims to introduce the Schmid–Leiman solution (SLS) as a useful tool to interpret the results of higher-order factor analyses in marketing research irrespective…

Abstract

Purpose

This paper aims to introduce the Schmid–Leiman solution (SLS) as a useful tool to interpret the results of higher-order factor analyses in marketing research irrespective of the type of higher-order factor structure used (formative or reflective).

Design/methodology/approach

Two studies, one with retail shoppers in India and another with undergraduate students in Hong Kong, are used to compare different types of higher-order factor structures to test the utility of SLS.

Findings

The authors show that whether a reflective or a formative model is used to operationalize a higher-order construct, using SLS as an additional analysis gives useful insights into the factor structure at different levels and helps isolate their unique contributions to the explained variance.

Research limitations/implications

The authors test higher-order models for store environment and consumer impulsiveness with data from retail shoppers and undergraduate students in two Asian countries, which may restrict the generalizability of the study findings. Future research may try to replicate our findings with other higher-order constructs and consumers in other countries.

Practical implications

The authors offer a checklist that can be used by future researchers to evaluate alternate higher-order factor structures and choose the appropriate one for their research context.

Originality/value

The authors show that using SLS is especially useful when there is a lack of clarity on the nature of relationships between the factors at different levels or about the independent contribution of the factors at different levels, in a higher-order factor structure.

Details

Marketing Intelligence & Planning, vol. 40 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 12 September 2016

Jackie L.M. Tam, Piyush Sharma and Namwoon Kim

This paper aims to examine the role that personal cultural orientations play in customer attributions in intercultural service encounters.

1598

Abstract

Purpose

This paper aims to examine the role that personal cultural orientations play in customer attributions in intercultural service encounters.

Design/methodology/approach

A conceptual model was developed depicting the relationships between service delivery outcome, personal cultural orientations and customer attributions. Data were collected from 640 Chinese and Western customers using scenario-based experiments in a restaurant context to assess the hypothesized relationships in the model.

Findings

The findings show that compared to service delivery success, customers tend to hold service employee and firm responsible for service delivery failure rather than themselves and cultural differences. Moreover, personal cultural orientations partially moderated the influence of the service delivery outcome on customer attributions.

Research limitations/implications

Future research could adopt different methodologies such as critical incident techniques and surveys to replicate the study.

Practical implications

Service firms are recommended to design programs to influence customer attributions such as “customer education programs” and “customer appreciation programs” to achieve high customer satisfaction.

Originality/value

This study examines the differences in customer attributions between successful vs unsuccessful service delivery. It also sheds light on the potential moderating role of personal cultural orientations on the relationship between service delivery outcome and customer attributions.

Details

Journal of Services Marketing, vol. 30 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 14 June 2022

Zahra Daneshfar, Aswathy Asokan-Ajitha, Piyush Sharma and Ashish Malik

This paper aims to create a better understanding of the challenges posed by work from home (WFH) during the ongoing COVID-19 pandemic, to investigate the public sentiment…

Abstract

Purpose

This paper aims to create a better understanding of the challenges posed by work from home (WFH) during the ongoing COVID-19 pandemic, to investigate the public sentiment toward this transition, and to develop a conceptual model incorporating the relationships among the factors that influence the effectiveness of WFH.

Design/methodology/approach

This paper uses netnography method to collect data from the Twitter platform and uses Python programming language, Natural Language Processing techniques and IBM SPSS 26 to conduct sentiment analysis and directed content analysis on the data. The findings are combined with an extensive review of the remote work literature to develop a conceptual model.

Findings

Results show the majority of tweets about WFH during the pandemic are positive and objective with technology and cyber security as the most repeated topics in the tweets. New challenges to WFH during pandemic include future uncertainty, health concerns, home workspaces, self-isolation, lack of recreational activities and support mechanisms. In addition, exhaustion and technostress mediate the relationship between the antecedents and outcomes of WFH during the ongoing COVID-19 pandemic. Finally, the fear of pandemic and coping strategies moderates these relationships.

Originality/value

This paper is one of the first efforts to comprehensively investigate the challenges of WFH during a crisis and to extend the remote work literature by developing a conceptual model incorporating the moderating effects of fear of pandemic and coping strategies. Moreover, it is the first paper to investigate the tweeting behavior of different user types on Twitter who shared posts about WFH during the ongoing pandemic.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 1 March 2021

Mai Nguyen, Ashish Malik and Piyush Sharma

This study aims to combine the theory of planned behave or (TPB) and the motivational framework to extend the research on online knowledge sharing (OKS) in an organization…

1207

Abstract

Purpose

This study aims to combine the theory of planned behave or (TPB) and the motivational framework to extend the research on online knowledge sharing (OKS) in an organization by exploring the factors that drive the knowledge sharing intentions (KSI) of posters and lurkers.

Design/methodology/approach

A field survey with 501 employees in Vietnamese telecommunication companies is used to collect the data and a structural equation modeling approach with AMOS 25.0 is used to test all the hypotheses.

Findings

Attitudes toward OKS and subjective norms influence online KSI for both posters and lurkers. Self-enjoyment has a stronger effect on the attitudes toward OKS for posters than lurkers. Self-efficacy, reciprocity and rewards only affect posters and not lurkers.

Research limitations/implications

This study uses self-efficacy and self-enjoyment to represent intrinsic motivation and reciprocity and rewards for extrinsic motivation. Future research may use additional motivational factors to provide additional insights.

Practical implications

Managers should pay greater attention to subjective norms and attitudes toward knowledge sharing to motivate all the employees to share knowledge with each other to improve organizational performance.

Originality/value

This is the first study to combine TPB with the motivational framework to explore the factors that drive online knowledge sharing in an organization.

Details

Journal of Knowledge Management, vol. 25 no. 7
Type: Research Article
ISSN: 1367-3270

Keywords

Article
Publication date: 16 January 2019

Peter Hosie, Piyush Sharma and Russel P.J. Kingshott

The purpose of this paper is to extend the “Happy-Performing Managers” thesis to show that managers’ job-related affective well-being and affective job satisfaction…

Abstract

Purpose

The purpose of this paper is to extend the “Happy-Performing Managers” thesis to show that managers’ job-related affective well-being and affective job satisfaction mediate the impact of their role stressors (ambiguity, conflict and overload) on their contextual job performance.

Design/methodology/approach

Results from an online survey of 305 managers from the private, public and third sectors in Western Australian support most of the hypotheses. The psychometric properties of all the scales were analysed using confirmatory factor analysis and the conceptual model was tested using structural equation modelling.

Findings

Role stressors have a direct negative effect on the managers’ affective well-being and affective job satisfaction, which, in turn, mediate the negative effects of the three role stressors on the managers’ contextual performance.

Research limitations/implications

Conceptual and managerial contributions along with methodological limitations and future research directions are discussed.

Originality/value

Contemporary managers face a wide range of intrinsic and extrinsic role and environmental stressors. This research suggests that organisations may need to redesign manager roles to reduce their role stressors (ambiguity, conflict and overload) in order to optimise their contextual performance.

1 – 10 of 83