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Article
Publication date: 8 February 2021

Nilesh Arora, Sanjeev Prashar, Sai Vijay Tata and Chandan Parsad

Brand managers frequently use well-known celebrities to position their brands and capture consumers’ attention to improve the brand’s market share. The attachment of a…

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Abstract

Purpose

Brand managers frequently use well-known celebrities to position their brands and capture consumers’ attention to improve the brand’s market share. The attachment of a celebrity with a brand creates a human image for a brand and helps in personifying its image. The consumer perceives the brand as an individual and relates his personality, as well as the personality of the celebrity with that of the brand. It becomes pertinent for marketers to understand how brand-celebrity personality congruence and brand-consumer personality congruence affect the brand reputation, uniqueness and purchase intentions. Thus, the purpose of this study is to understand the relationship between the two personality congruence aspects – brand & celebrity personalities and brand & consumer personalities, and their impact on the reputation of the brand and its uniqueness. Further, the paper aims to examine the impact of the brand reputation and brand uniqueness on purchase intentions.

Design/methodology/approach

The present study uses Aaker’s five-factor personality scale to study the personality congruence effects on brand reputation, brand uniqueness and purchase intentions. The literature review was carried out to categorize factors related to celebrity personality, brand personality and consumer personality. The data for this study was collected through questionnaires from 1,235 respondents. In the first step, congruencies between celebrity, brand and consumer personality were determined. This was followed by a two-stage structural equation modelling for assessing the model fit and testing the hypotheses.

Findings

From the study results, it is observed that brand-celebrity congruency influences brand reputation and brand uniqueness. However, brand-consumer congruency had an effect only on brand reputation and not on brand uniqueness. Both brand reputation and uniqueness have favourable impact on consumers purchase intentions.

Originality/value

This study contributes to the existing literature on celebrity endorsement by extending the discussion with personality-based congruence. The research deciphered two aspects of identification, i.e. consumer-brand personality congruence and brand-celebrity congruence. The paper hypothesized the favourable association between brand personality and consumer personality congruence and brand uniqueness. However, it was observed that brand personality-consumer personality identification had an insignificant influence on brand uniqueness. This is contrary to the findings of some studies in the literature. Further investigation of this relationship in the future may add a new dimension to the identification context.

Details

Journal of Consumer Marketing, vol. 38 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 24 December 2020

Sai Vijay Tata, Sanjeev Prashar and Chandan Parsad

The present research has used the expectancy–confirmation model along with the regret theory to examine the influence of six e-retailers' characteristics and confirmation…

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Abstract

Purpose

The present research has used the expectancy–confirmation model along with the regret theory to examine the influence of six e-retailers' characteristics and confirmation on shoppers' satisfaction or regret. Further, the effect of these two cognitive constructs has been investigated on consumers' post-purchase behaviour like the intention to write reviews, repurchase intentions and brand-switching behaviour.

Design/methodology/approach

Extensive review of the literature was undertaken to identify the related factors. Data were collected using the survey instrument from 367 respondents. Structural equation modelling using Amos 22.0 was carried out for analysing the data.

Findings

The findings from the data collected from 367 respondents include the significant influence of price transparency, service quality and firms’ sincerity on shoppers' satisfaction.

Originality/value

Contrary to expectations, it is observed that product assortment, product quality and quality of personalisation did not have any such influence. Also, a firm's sincerity is the only factor that influenced regret. The noticeable outcome of the study pertains to the fact that online reviews are only provided by satisfied shoppers and not shoppers who regret. Rather, such regretting customers prefer switching to the alternative brand(s) and are less inclined to repurchase.

Details

Benchmarking: An International Journal, vol. 28 no. 6
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 16 August 2021

Sai Vijay Tata, Sanjeev Prashar and Chandan Parsad

The growth in online shopping activities has made online reviews a useful information source for customers. At the same time, the number of shoppers sharing their…

Abstract

Purpose

The growth in online shopping activities has made online reviews a useful information source for customers. At the same time, the number of shoppers sharing their experiences through reviews has also increased. Not enough research has been undertaken in the past to examine a comprehensive set of factors that influence review posting behaviour. Further, the influence of personality traits on such behaviour is mostly unexplored. The study aims to examine the impact of the system’s usefulness and ease of use, along with shoppers’ motivation for writing reviews, namely, rewards and associated costs.

Design/methodology/approach

Using the 3 M model of personality traits, this paper examined the impact of these personality traits on customers’ intent towards writing online reviews. A detailed review of the literature was undertaken to ascertain the pertinent factors, and the corresponding validated scales were obtained. The primary data was collected using an offline survey method, and 275 valid responses were recorded. The hypotheses were investigated through structural equation modelling on analysis of a moment structures 22.0.

Findings

The study observed the significant effects of both ease of use and usefulness, on shoppers’ attitude. This favourable attitude was further found to have a positive effect on shoppers’ intention to write reviews. Of the eight personality traits as predictors of shoppers’ intention to provide reviews, three (neuroticism, agreeableness and openness) were observed to be significant predictors. It was noted that intrinsic rewards influenced shoppers’ intention. Conversely, extrinsic rewards were found to be insignificant in influencing shoppers’ intention. Costs had a significant negative impact on the intention to write reviews.

Practical implications

The study presents theoretical and managerial implications. This paper suggests that for writing online reviews, the customers must perceive the review system to be simple, convenient and easy to use. It is pertinent for them to comprehend the usefulness of such reviews. Electronic retailers must highlight how the reviews are read and considered in making buying decisions. They must develop a system that enables the review writers to know the number of shoppers who have purchased the product after reading a particular review. E-retailers must strategize to highlight the intrinsic rewards available for shoppers to motivate them.

Originality/value

The present study examines the factors that motivate and influence shoppers to write online reviews. Using the conceptual framework of technology acceptance model, the self-determination theory and the 3 M framework of personality traits, the study investigates the factors that motivate shoppers to write reviews. The most significant aspect of the present study is the inclusion of eight personality traits for deciphering the relationship between personality traits and the intention to write reviews.

Article
Publication date: 8 March 2022

Rajesh Anantharaman, Sanjeev Prashar and Sai Vijay Tata

Organizations are being compelled to revamp their loyalty programs due to the increase in digital transactions, customer acquisition costs and competition in the loyalty…

Abstract

Purpose

Organizations are being compelled to revamp their loyalty programs due to the increase in digital transactions, customer acquisition costs and competition in the loyalty market. Given the significance of consumer-brand relationships, businesses must quickly identify the relationships that best elicit brand loyalty. Thus, this study seeks to develop a comprehensive model about the consumer-brand relationship that encompasses the following constructs: brand trust, brand satisfaction, brand preference, brand affect, brand equity, brand image, commitment, variety seeking, and relationship length, and their influence on brand loyalty. The study also investigates the impact of the bandwagon effect, in tandem with the aforesaid antecedents.

Design/methodology/approach

A data set comprising 248 consumers in India was used to validate the measures and test the hypotheses. Structural equation modeling was employed to test the hypothesis. The data analysis was carried out on R version 4.0.2.

Findings

The study found that all the selected constructs exert influence on brand loyalty, although commitment, brand equity and brand preference exhibited the strongest impact. The bandwagon effect also demonstrated a strong effect.

Originality/value

This study advances the field's understanding of information processing through a consolidated meta-view of various consumer-brand relationship constructs along with bandwagon effects. Perhaps the most important contribution is shedding light on the influence of bandwagon effects on brand loyalty.

Details

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

Keywords

Article
Publication date: 16 December 2021

Ramakrishna Salagrama, Sanjeev Prashar and Sai Vijay Tata

This study aims to investigate antecedents of forgiveness from the non-complainers point of view after a service failure in India.

Abstract

Purpose

This study aims to investigate antecedents of forgiveness from the non-complainers point of view after a service failure in India.

Design/methodology/approach

This study bases itself on the theoretical foundations of the Cognitive Emotive Coping model. In the first study, a survey-based design was used for soliciting responses from 291 respondents. An experimental research design was undertaken in the second study, and data were recorded from 120 respondents. Data were analysed using both SPSS and AMOS.

Findings

All the antecedent variables, except, affective commitment was found to influence forgiveness significantly. Further, forgiveness also positively influenced repurchase intentions and had a negative influence on negative word-of-mouth. The findings also suggest that the service failure severity effectively moderates the relationship between empathy and forgiveness.

Originality/value

This paper extends the cognitive emotive coping model from the non-complainers point of view by adding relational constructs to it. This study observes that affective commitment is not necessarily related to forgiveness in contrast to existing literature. The relationship between empathy and forgiveness is stronger when failure severity is low.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 9 July 2021

Rajat Kumar Behera, Pradip Kumar Bala, Sai Vijay Tata and Nripendra P. Rana

The best possible way for brick-and-mortar retailers to maximise engagement with personalised shoppers is capitalising on intelligent insights. The retailer operates…

Abstract

Purpose

The best possible way for brick-and-mortar retailers to maximise engagement with personalised shoppers is capitalising on intelligent insights. The retailer operates differently with diversified items and services, but influencing retail atmospheric on personalised shoppers, the perception remains the same across industries. Retail atmospherics stimuli such as design, smell and others create behavioural modifications. The purpose of this study is to explore the atmospheric effects on brick-and-mortar store performance and personalised shopper's behaviour using cognitive computing based in-store analytics in the context of emerging market.

Design/methodology/approach

The data are collected from 35 shoppers of a brick-and-mortar retailer through questionnaire survey and analysed using quantitative method.

Findings

The result of the analysis reveals month-on-month growth in footfall count (46%), conversation rate (21%), units per transaction (27%), average order value (23%), dwell time (11%), purchase intention (29%), emotional experience (40%) and a month-on-month decline in remorse (20%). The retailers need to focus on three control gates of shopper behaviour: entry, browsing and exit. Attention should be paid to the cognitive computing solution to judge the influence of retail atmospherics on store performance and behaviour of personalised shoppers. Retail atmospherics create the right experience for individual shoppers and forceful use of it has an adverse impact.

Originality/value

The paper focuses on strategic decisions of retailers, the tactical value of personalised shoppers and empirically identifies the retail atmospherics effect on brick-and-mortar store performance and personalised shopper behaviour.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 23 June 2022

Ramakrishna Salagrama, Anna S. Mattila, Sanjeev Prashar and Sai Vijay Tata

The present research examines the interaction between explanation type and regulatory focus on informational justice (IJ) and satisfaction with service recovery.

Abstract

Purpose

The present research examines the interaction between explanation type and regulatory focus on informational justice (IJ) and satisfaction with service recovery.

Design/methodology/approach

The authors conducted two experiments with 538 respondents.

Findings

The findings imply that the effectiveness of the explanation type depends on the regulatory focus of the recipient and the severity of the failure. Specifically, with low severity failures, promotion-oriented respondents were sensitive to explanations about why failures happened. Conversely, their prevention-oriented counterparts were sensitive to explanations about how failures happened. With high severity failures, respondents were sensitive to how the failure happened irrespective of their regulatory focus orientation. Moreover, IJ is the psychological mechanism explaining such effects on satisfaction with service recovery.

Originality/value

The research contributes to the service recovery literature showing that explanations provided by the service providers should match the regulatory focus of the customers. The study provides new insights to the practicing managers to enhance the effectiveness of the explanations thus reducing recovery dissatisfaction.

Details

Marketing Intelligence & Planning, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0263-4503

Keywords

Case study
Publication date: 15 January 2015

Sanjeev Tripathi and Kopal Agrawal Dhandhania

The Olympic Gold Quest (OGQ) was founded as a Non-profit to support Indian athletes in their quest to win Olympic Gold medals by bridging the gap between the best athletes…

Abstract

The Olympic Gold Quest (OGQ) was founded as a Non-profit to support Indian athletes in their quest to win Olympic Gold medals by bridging the gap between the best athletes in India and in the world. The support from OGQ has been instrumental to India in winning its highest number of medals at any summer Olympics. Buoyed by this success, OGQ has set up a target of achieving eight Olympic medals at the 2016 Rio Olympic Games. With OGQ relying on donations to support the athletes, the challenge is to market the Olympic cause by creating, communicating, and delivering the right offering for its donors.

Details

Indian Institute of Management Ahmedabad, vol. no.
Type: Case Study
ISSN: 2633-3260
Published by: Indian Institute of Management Ahmedabad

Keywords

Book part
Publication date: 4 December 2020

Abstract

Details

Data Science and Analytics
Type: Book
ISBN: 978-1-80043-877-4

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