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21 – 30 of 102
Article
Publication date: 19 May 2023

Kishore Gopalakrishna Pillai, Piyush Sharma, Joep Cornelissen, Yumeng Zhang and Smitha R. Nair

This paper aims to propose mechanisms of the dark side of interorganizational relationships from a social psychological perspective. The purpose is to understand the role of…

Abstract

Purpose

This paper aims to propose mechanisms of the dark side of interorganizational relationships from a social psychological perspective. The purpose is to understand the role of boundary spanners’ social psychological processes that may trigger the dark side effects.

Design/methodology/approach

Multple mechanisms are developed through three social psychological theories, namely, social identity theory, system justification theory and social learning theory.

Findings

Boundary spanners’ social psychological processes can trigger the dark side of interorganizational relationships via mechanisms such as excessive cooperation, reification, system justification and path dependence in learning.

Practical implications

This paper concludes with a discussion that offers a new perspective on research on dark side effects and the managerial implications of the present analysis.

Originality/value

This paper contributes to the current literature by extending the interpersonal social psychological processes that could explain the dark side of interorganizational relationships. This paper is a step forward to answer the calls for multilevel considerations of the dark side effects and inspire future research on the role of social psychological processes in dark side effects.

Details

Journal of Business & Industrial Marketing, vol. 38 no. 12
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 6 May 2017

Nachiketas Nandakumar, Bharadhwaj Sivakumaran, Arti Kalro and Piyush Sharma

The purpose of this paper is to empirically examine the interactive effects of message framing, perceived threat and efficacy appeals on attitudes/intentions toward consumer…

Abstract

Purpose

The purpose of this paper is to empirically examine the interactive effects of message framing, perceived threat and efficacy appeals on attitudes/intentions toward consumer healthcare communications, particularly, cataract surgery.

Design/methodology/approach

This paper develops two conceptual models dealing with threat, efficacy and framing and tests them with data collected from two field experiments.

Findings

The results reveal that high efficacy messages in combination with high threat or loss-framed messages have a significant positive influence on consumer attitudes and intentions in the consumer healthcare arena.

Practical implications

The findings have managerial value and public policy implications for healthcare officials in developing effective communications material. Specifically, this paper recommends that high threat, high efficacy and loss-framed efficacy messages be used.

Originality/value

This research extends previous work by demonstrating the effectiveness of threat appeals and framing on consumer attitudes and intentions to undergo cataract surgery. It also demonstrates the use of communication models in the healthcare domain.

Details

Marketing Intelligence & Planning, vol. 35 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 31 January 2022

Fayrene Chieng, Piyush Sharma, Russel PJ Kingshott and Rajat Roy

This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to…

2692

Abstract

Purpose

This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to influence brand loyalty via brand experience and brand attachment.

Design/methodology/approach

An online survey with 428 members of an Australian consumer panel. The data are analyzed using the structural equation modeling (SEM).

Findings

The results show that social self-congruity (SSC) has a direct effect on the brand attachment, but actual and ideal self-congruity (ASC and ISC) influence it only indirectly through brand experience. Moreover, the NFU strengthens the positive effect of ISC but weakens the effect of SSC on brand attachment.

Research limitations/implications

This study uses publicly consumed brands and the NFU as the moderator. Future research may study privately consumer brands and use other moderators, such as regulatory focus (promotion vs prevention).

Originality/value

This study extends current research on brand attachment by highlighting the positive influence of SSC on brand attachment. It also establishes the mediating role of brand experience and the moderating role of the NFU. These are new insights about the underlying process and the boundary conditions for the well-established relationship between self-congruity and brand attachment.

Details

Journal of Product & Brand Management, vol. 31 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 25 October 2022

Piyush Sharma, Tak Yan Leung and Pattarin Adithipyangkul

This paper aims to combine the agency theory and efficiency wage theory to explore the effects of relative compensation for executive directors with marketing experience on two…

Abstract

Purpose

This paper aims to combine the agency theory and efficiency wage theory to explore the effects of relative compensation for executive directors with marketing experience on two marketing outcomes (marketing efficiency and market share) and the moderating roles of ownership type (private vs state-owned enterprises) and market concentration in this process.

Design/methodology/approach

A total of 2,753 firm-year observations from Chinese listed companies (from 2010 to 2014) were retrieved from China Stock Market and Accounting Research database and analyzed using firm random-effects with industry, year and region fixed effects.

Findings

Relative compensation has a positive effect on both marketing efficiency and market share, and these effects are moderated by ownership type and market concentration. Specifically, the positive effect of relative compensation on marketing efficiency and market share are stronger for central state-owned enterprises (SOEs) compared to local SOEs and private-owned enterprises but the results are mixed for market concentration.

Research limitations/implications

This study shows that paying higher compensation to the executive directors with marketing experience can enhance marketing performance, but the data does not allow identification of the actual actions taken by these directors for this.

Practical implications

This study highlights the importance of appropriate compensation for directors with marketing experience to motivate them to make better marketing decisions to overcome the challenges posed by market concentration and agency conflicts.

Originality/value

This paper points out the importance of having directors with marketing experience and paying them suitable compensation to motivate them to be more effective.

Details

European Journal of Marketing, vol. 57 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

Abstract

Details

Journal of Service Theory and Practice, vol. 33 no. 2
Type: Research Article
ISSN: 2055-6225

Abstract

Details

International Marketing Review, vol. 39 no. 3
Type: Research Article
ISSN: 0265-1335

Article
Publication date: 2 January 2024

Silvio Cardinali, Piyush Sharma, Elena Cedrola, Marta Giovannetti and Kishore Gopalakrishna Pillai

This paper aims to explore the challenges and opportunities faced by buying centers in small and medium enterprises (SME) manufacturing companies in view of recent technological…

Abstract

Purpose

This paper aims to explore the challenges and opportunities faced by buying centers in small and medium enterprises (SME) manufacturing companies in view of recent technological changes and the virtualization of communication.

Design/methodology/approach

This study uses a qualitative approach with multiple case studies to portray complex realities within the buying centers in the manufacturing SME context. The authors selected five Italian companies to portray the diverse characteristics, practices and policies of relevant stakeholders before reaching saturation with the issues explored.

Findings

The authors find that interactions among buying center members are more effective with greater collaboration and exchange (as opposed to competition and a struggle for power). Virtual/hybrid relations require greater intra-group cooperation, whereas diverse backgrounds and collaborative interactions help the flexibility and performance of the buying center. Greater use of technology produces certainty and automation, but it may also cause overload and biases that can be solved with the ability to analyze and clear responsibility for decisions.

Research limitations/implications

The authors studied only five Italian companies in this study. Future research in other countries with diverse cultural and socio-economic conditions and methods would help extend this research.

Practical implications

The findings would improve the understanding of the challenges of adopting new purchase process technologies that would help automate routine tasks, produce useful data and support decision-making.

Originality/value

Unlike prior studies, this study uses an exploratory design to study the evolution of buying centers in SMEs to seek deeper insights into the challenges and opportunities faced by SMEs because of the growing use of emerging technologies.

Details

Journal of Business & Industrial Marketing, vol. 39 no. 5
Type: Research Article
ISSN: 0885-8624

Keywords

Open Access
Article
Publication date: 18 November 2020

Marta Giovannetti, Silvio Cardinali and Piyush Sharma

This paper aims to explore the impact of salespeople’s goal orientation and self-regulatory mode on their performance through sales ambidexterity and sales technology infusion…

2813

Abstract

Purpose

This paper aims to explore the impact of salespeople’s goal orientation and self-regulatory mode on their performance through sales ambidexterity and sales technology infusion (STI) using a sales technology ecosystem approach.

Design/methodology/approach

This paper adopts a qualitative methodology, through in-depth interviews with salespeople from a diverse range of industries, age profiles and contexts, to explore the narratives and original meanings related to their goal orientation, self-regulatory mode, ambidexterity, STI and performance.

Findings

Sceptics are salespeople who may fear or hesitate to fully use the sales technology, whereas enthusiasts are ambidextrous salespeople with high STI, who are more open to change and able to face uncertainty, regardless of the differences in their background in terms of industry, age and experience.

Practical implications

STI may be influenced by individual factors, such as the salesperson’s goal orientation and self-regulatory mode. Hence, sales organizations should try to foster and facilitate further STI and sales ambidexterity, which are key to achieving positive outcomes in today’s technology-intensive sales settings.

Originality/value

This paper extends the current literature on sales technology and sales ambidexterity within a sales technology ecosystem perspective and provides new insight on the combined impact of these variables on the salesperson’s performance.

Details

Journal of Business & Industrial Marketing, vol. 36 no. 4
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 8 April 2019

Aswathy Asokan Ajitha, Piyush Sharma, Russel P.J. Kingshott, Upendra Kumar Maurya and Arshinder Kaur

The purpose of this paper is to contribute to transformative service research by drawing on self-determination, elicitation of emotions framework and feelings-as-information…

1679

Abstract

Purpose

The purpose of this paper is to contribute to transformative service research by drawing on self-determination, elicitation of emotions framework and feelings-as-information theories to explore how customer participation, task-related affective well-being, customer knowledge, task complexity and service outcomes relate with each other.

Design/methodology/approach

A synthesis of relevant literature on customer participation and customer well-being reveals a conceptual model with 11 testable propositions.

Findings

The conceptual model shows that task-related affective well-being mediates the link between customer participation and service outcomes. Moreover, customer knowledge and task complexity moderate these links.

Research limitations/implications

An empirically testable conceptual model models the roles of task-related affective well-being, customer knowledge and task complexity in the process by which customer participation influences service outcomes.

Practical implications

Service managers can use the model to design services based on the effects of different types of customer participation on task-related affective well-being.

Originality/value

This paper is one of the first to study the mediating role of task-related affective well-being in the relationship between customer participation and service outcomes. It does so by revealing the differential impact various types of participation have on service outcomes and the moderating role of customer knowledge and task complexity.

Details

Journal of Services Marketing, vol. 33 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 28 December 2020

Kokil Jain, Isha Jajodia, Piyush Sharma and Gurinder Singh

Brands today operate in a dynamic business environment, which often requires them to take courageous actions, from taking a stand on controversial issues to responding to changing…

1470

Abstract

Purpose

Brands today operate in a dynamic business environment, which often requires them to take courageous actions, from taking a stand on controversial issues to responding to changing market needs. However, these actions are not merely strategic but also represent a unique aspect of the brands’ identity, which includes holding up to their core values and being resilient to social pressure. To better understand this positive virtue, the current study introduces the concept of brand bravery – a novel brand archetype that emulates the brand’s distinct identity. This study aims to conceptualize brand bravery and develop a psychometrically sound scale to measure it and investigate its relationship with positive brand relationship outcomes.

Design/methodology/approach

Two qualitative studies were conducted to identify the dimensions of perceived brand bravery. Three empirical studies develop and validate the proposed measurement scale and confirm the construct’s nomological validity by proposing a framework that explains the outcomes of perceived brand bravery.

Findings

Results from multiple studies support a seven-factor second-order reflective scale of perceived brand bravery, with dimensions altruism, bold, courageous, determined, enduring, fearless and gritty. The construct of brand bravery is found discriminant from other conceptually distinct but related brand attributes. Nomological validity tests further suggest that perceived brand bravery leads to positive consumer-related outcomes such as brand advocacy behaviors, positive attitude and consumer brand identification.

Practical implications

Brand bravery provides a vital roadmap to marketers who have sought to create a leading brand that can stay relevant in times of disruption. The multi-factor scale can help managers track, which dimension of the brand bravery scale is more relevant for shaping overall bravery perception.

Originality/value

The study introduces a novel brand attribute that has not been previously discussed beyond social and moral psychology literature. It conceptualizes brand bravery that will strengthen the understanding of this specific brand characteristic and provides a practical scale to measure brand bravery.

Details

Journal of Product & Brand Management, vol. 30 no. 8
Type: Research Article
ISSN: 1061-0421

Keywords

21 – 30 of 102