Search results

1 – 9 of 9
To view the access options for this content please click here
Article
Publication date: 25 July 2019

Juhi Gahlot Sarkar, Abhigyan Sarkar and Rambalak Yadav

This paper aims to analyze the impacts of distinct advertising appeals on brand attitudes and purchase intentions toward green brands across two different product…

Downloads
3149

Abstract

Purpose

This paper aims to analyze the impacts of distinct advertising appeals on brand attitudes and purchase intentions toward green brands across two different product categories (technology-intensive and technology non-intensive) among the young adult consumers.

Design/methodology/approach

On the basis of focus group discussion, recyclable shopping bags (technology non-intensive) and hybrid cars (technology intensive) were identified as two product categories for the final study. A total of eight advertisement copies were developed (three in each product class + two control group ads) and distributed across 240 young consumers. A 4 (three advertising appeals + one control group) × 2 (product classes) between group experimental design was used to test the hypotheses formulated.

Findings

The study findings show that all the three advertisement appeals significantly influence attitudes and purchase intentions toward green brands across both the product categories. However, it was also found that functional appeal generated significantly lower mean scores for brand attitude and purchase intention for recyclable shopping bags compared to hybrid cars, whereas emotional appeal generated significantly lower mean scores for brand attitude, as well as purchase intention for hybrid cars compared to bags. This implies that functional green ad appeal would be more effective for technology-intensive products and emotional green ad appeal would be more effective for technology non-intensive products. Self-expressive green ad appeal was found to be equally effective in impacting brand attitudes and purchase intentions across both product categories.

Originality/value

The value of this research lies in investigating how the effects of distinct green brand advertising appeals on brand attitude and purchase intention can vary across technology-intensive and technology non-intensive products.

Details

Young Consumers, vol. 20 no. 3
Type: Research Article
ISSN: 1747-3616

Keywords

To view the access options for this content please click here
Article
Publication date: 13 February 2019

Vikas Chauhan, Rambalak Yadav and Vipin Choudhary

The purpose of this paper is to understand consumers’ intention to adopt internet banking. The study adopted the technology acceptance model with additional constructs…

Downloads
1414

Abstract

Purpose

The purpose of this paper is to understand consumers’ intention to adopt internet banking. The study adopted the technology acceptance model with additional constructs (i.e. consumer innate innovativeness (II), domain-specific innovativeness (DSI) and perceived security risk (PR)).

Design/methodology/approach

The data were collected through a questionnaire-based survey (487 usable responses) from Indian consumers. A two-step SEM approach (i.e. measurement model and structural model) was used to analyze the data.

Findings

The findings show the significant positive influence of perceived usefulness, ease of use, attitude, II and DSI on consumer’s intention to adopt internet banking. The PR was found to have a significant negative influence on consumers’ intention to adopt internet banking, and DSI was found to negatively influence PR.

Research limitations/implications

The study is limited to users of a particular region of India. Furthermore, the study limits itself in determining consumers’ intention only, not actual usage.

Originality/value

The study is a preliminary attempt to examine consumer’s intention to adopt internet banking in India by analyzing innovativeness and perceived risk.

Details

International Journal of Bank Marketing, vol. 37 no. 1
Type: Research Article
ISSN: 0265-2323

Keywords

To view the access options for this content please click here
Article
Publication date: 25 December 2020

Amit Shankar and Rambalak Yadav

The study investigates the impact of corporate social responsibility (CSR) domain on millennials' brand relationship quality (BRQ). It also attempts to understand how the…

Abstract

Purpose

The study investigates the impact of corporate social responsibility (CSR) domain on millennials' brand relationship quality (BRQ). It also attempts to understand how the relationship between CSR domain and millennials' BRQ is moderated by consumer moral foundation and skepticism.

Design/methodology/approach

The study employed a 2 (CSR domain: individual versus group) × 2 (moral foundation: individualizing versus binding) × 2 (consumer skepticism: high versus low) between-subjects experimental design. MANCOVA was performed to examine the hypothesis.

Findings

The results show that group domain CSR practices have more impact on millennials' BRQ compared to individual domain CSR practices. The findings also reported the moderating effect of skepticism and consumer moral foundation in influencing the relationship between CSR domain and millennials' BRQ.

Research limitations/implications

As the study was conducted in India, the findings are not generalizable to customers from other countries.

Practical implications

Practically, the findings will help marketers in designing their CSR practices to enhance BRQ among millennials.

Originality/value

The study has considered CSR as a heterogeneous action (CSR domain: individual versus group-oriented) and measured its impact on millennials' BRQ. The study is the first of its kind to examine the impact of CSR domain (heterogenous CSR action) on millennials' BRQ (BRQ as a multi-dimensional construct) in services industry, specifically for the banks. This study enriches bank marketing literature by adding a new CSR perspective.

Details

Marketing Intelligence & Planning, vol. 39 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

To view the access options for this content please click here
Article
Publication date: 12 March 2020

Charles Jebarajakirthy, Rambalak Yadav and Amit Shankar

The purpose of this study is to investigate whether customer intention to purchase luxury products from the online stores of fashion luxury retailers varies depending on…

Downloads
1006

Abstract

Purpose

The purpose of this study is to investigate whether customer intention to purchase luxury products from the online stores of fashion luxury retailers varies depending on their degree of corporate image and showrooming strategy, when the retailers do not have a wider store network in the region where customers live.

Design/methodology/approach

Two scenario-based, between-subject experimental studies were conducted to test the hypotheses.

Findings

Findings showed that both building corporate image and showrooms are effective in enhancing customer intention to purchase from online stores, without widely increasing the number of stores; however, building corporate image is more useful to high corporate-image retailers and showrooms are more appealing to low corporate-image retailers.

Practical implications

The findings are useful to fashion luxury retailers, particularly those based in Western countries who seek to target customers in other regions, particularly those in developing countries.

Originality/value

This study contributes to the literature on online fashion luxury consumption and multichannel retailing.

Details

Marketing Intelligence & Planning, vol. 38 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

To view the access options for this content please click here
Article
Publication date: 10 October 2016

Rambalak Yadav, Abhishek Kumar Dokania and Govind Swaroop Pathak

The present study aims to explore the influence of green marketing functions (green activities, corporate communication of green activities and green image) on corporate…

Downloads
4357

Abstract

Purpose

The present study aims to explore the influence of green marketing functions (green activities, corporate communication of green activities and green image) on corporate image in the hospitality sector. Further, the study tries to explore the consumer’s intention to visit the hotels practicing green marketing.

Design/methodology/approach

Using snowball sampling approach, a total of 220 usable responses were obtained from the consumer via an internet survey. Data were analyzed using structural equation modeling to evaluate the strength of relationship and model fit.

Findings

The findings show that green/eco-friendly activities and green image significantly influence the corporate image of the hotel, which in turn results into significant positive impact over consumer’s intention to visit the hotel. No significant influence of corporate communication of green activities on corporate image of the hotels was found, which may be because of the low level of communication of green practices by the hotels in India.

Practical implications

The findings offer insight to the managers regarding the impact of green marketing practices adopted by the hotels on their corporate image which in turn results into increased visit/revisit intention.

Originality/value

The study deals with the topic “the influence of green marketing on corporate image”, which has received scant attention by researchers. The paper attempts to provide empirical evidence in this area. The study yields several implications that can be helpful for managers while devising green marketing strategies for the hospitality sector. The study is among the initial studies exploring the influence of green marketing on corporate image in the Indian context.

Details

International Journal of Contemporary Hospitality Management, vol. 28 no. 10
Type: Research Article
ISSN: 0959-6119

Keywords

To view the access options for this content please click here
Article
Publication date: 8 July 2021

Deepak Jaiswal, Rishi Kant, Pankaj Kumar Singh and Rambalak Yadav

The use of electric vehicles has received popularity as alternative fuel vehicles to reduce greenhouse gas emissions and energy cost, which are expected to perform a…

Abstract

Purpose

The use of electric vehicles has received popularity as alternative fuel vehicles to reduce greenhouse gas emissions and energy cost, which are expected to perform a crucial role in the near future of emerging mobility markets. The purpose of this empirical study is to analyse the role of electric vehicle knowledge in predicting consumer adoption intention directly and indirectly in the backdrop of an emerging market.

Design/methodology/approach

The study approached an extended version of “Technology acceptance model” (TAM) based on the integrated framework of “knowledge-beliefs-intention”. The model was tested via direct and indirect path analyses with the data collected from Indian respondents using an online survey.

Findings

The results indicate the robustness of the present research model, which shows that consumer adoption is significantly driven by electric vehicle knowledge, perceived usefulness, perceived ease of use and perceived risk. Electric vehicle knowledge has emerged as the most powerful cognitive measure, which directly affects the adoption intention along with the measures of “TAM”. Additionally, this also poses a higher indirect effect on adoption intention in the integrated model.

Research limitations/implications

The study has focused on potential young and educated consumers, which may not be warranted to generalise the research findings, while youth or millennials are more receptive to adopt innovative and clean technology products like electric vehicle. Based on the findings, implications are offered for encouraging electric vehicles in the backdrop of emerging automobile markets.

Originality/value

Concerning this cognitive phenomenon of knowledge, scant literature has been explored the role of subjective knowledge in consumer adoption for electric vehicles, particularly in the emerging markets like India. Thus, the present study analyses how consumers' knowledge about electric vehicle affects their decision to adopt this in the near future of Indian zero-emission mobility market.

Details

Benchmarking: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1463-5771

Keywords

To view the access options for this content please click here
Article
Publication date: 13 September 2021

Anees Ahmad, Swapnarag Swain, Pankaj Kumar Singh, Rambalak Yadav and Gyan Prakash

This study aims to examine the relationship between brand personality and customer-based brand equity (CBBE) by investigating the mediating role of consumer-brand…

Abstract

Purpose

This study aims to examine the relationship between brand personality and customer-based brand equity (CBBE) by investigating the mediating role of consumer-brand relationship (CBR), which is represented through three variables, namely, brand trust, attachment and commitment.

Design/methodology/approach

This study adopts a cross-sectional descriptive research design. It included a mix of symbolic and utilitarian brands, namely, Pepsi and Sprite (soft drinks), Levi’s and Peter England (clothing), Pantene and Head and Shoulders (shampoos) based on their greater familiarity among Indian consumers. Primary data were gathered from 612 respondents through a self-administered online questionnaire survey approach. Structural equation modeling was performed to analyze data and validate the research model.

Findings

The present study establishes both direct, as well as the indirect linkage between brand personality and CBBE. Results also suggest a partial mediating role of the variables representing CBR while linking brand personality to CBBE.

Originality/value

The present study makes two contributions. First, it advances existing literature on brand personality and brand equity by establishing the mediating role of the CBR while linking brand personality to CBBE. Second, it establishes the importance of both the trust and attachment-based commitment mediator model of CBR influencing CBBE, which has not been addressed by prior studies.

Details

Journal of Indian Business Research, vol. 13 no. 4
Type: Research Article
ISSN: 1755-4195

Keywords

To view the access options for this content please click here
Article
Publication date: 1 December 2020

Naman Sreen, Rambalak Yadav, Sushant Kumar and Mark Gleim

This paper aims to develop an institutional framework to examine the role of governmental and social pressures on green product purchase intentions. Because of the…

Abstract

Purpose

This paper aims to develop an institutional framework to examine the role of governmental and social pressures on green product purchase intentions. Because of the increased focus on environmental issues in emerging markets, an examination of the institutional environment in India can provide unique insights into the drivers of green consumption.

Design/methodology/approach

A large-scale data collection is conducted via an online survey to test the validity of the theorized model. A survey methodology is used to collect responses from a sample of 400 consumers in India and analyzed via Smart PLS 3.0.

Findings

The findings suggest moral norms, injunctive and descriptive, have varying influences on consumers. Further, governmental influence, at least in India, may not have a positive impact one would expect. The results indicate the institutional framework developed in this research has a good predictive ability in green marketing settings and offers insights for businesses and policymakers to enhance consumers’ motivations to purchase green products.

Originality/value

From a theoretical perspective, this research is the first to examine the institutional environment on green consumption in India and provides unique insights into the influences of green consumption. The results suggest the institutional environment in India presents unique opportunities for practitioners and policymakers.

Details

Journal of Consumer Marketing, vol. 38 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

To view the access options for this content please click here
Article
Publication date: 1 June 2015

Rambalak Yadav, Vikas Chauhan and Govind Swaroop Pathak

The purpose of this paper is to understand the consumer’s intention toward internet banking adoption in Indian context by combining two theories; theory of planned…

Downloads
1795

Abstract

Purpose

The purpose of this paper is to understand the consumer’s intention toward internet banking adoption in Indian context by combining two theories; theory of planned behavior (TPB), technology acceptance model (TAM) and an additional construct, i.e. perceived risk.

Design/methodology/approach

A questionnaire based survey was conducted to collect responses from young consumers (210 usable responses). Data were analyzed using structural equation modeling to evaluate the strength of relationship.

Findings

The result shows that perceived usefulness, attitude, subjective norm and perceived behavioral control significantly influences the consumer’s intention to adopt internet banking whereas perceived risk failed to show any significant influence over intention to adopt internet banking.

Research limitations/implications

The study is limited to young consumers (i.e. professional students) only. Further, the study concerns itself with consumer’s intention not actual behavior.

Practical implications

The finding will be useful for bank officials for devising strategies and policies related to internet banking in the Indian scenario.

Originality/value

The paper is one of the initial attempts in Indian context to understand the consumer’s intention to adopt internet banking by combining TPB and TAM theories.

Details

International Journal of Bank Marketing, vol. 33 no. 4
Type: Research Article
ISSN: 0265-2323

Keywords

1 – 9 of 9