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Article
Publication date: 28 October 2020

Sanmitra Sarkar and Saikat Banerjee

The purpose of this paper is to empirically validate the role of different stakeholders in a co-creation context. In this paper, a new triadic brand co-creation concept…

Abstract

Purpose

The purpose of this paper is to empirically validate the role of different stakeholders in a co-creation context. In this paper, a new triadic brand co-creation concept has been presented highlighting why consumers participate in brand co-creation, what is the role of the organizing company and what is the role of suppliers in such event and what are the benefits each of these three stakeholders receives in-turn of participating in such an event.

Design/methodology/approach

A quantitative approach has been adopted in this study using structural equation modeling to verify brand co-creation from the triadic stakeholder participation standpoint.

Findings

The empirical study validates that consumer’s perceived psychological benefits, brand self-connection and participation in brand communities all have a positive impact on the brand co-creation process. The results also suggest co-creating organizations should create an environment of trust and openness in such a brand co-creation event and they should show participatory leadership and provide proper tools and training to the participating consumers. The participating suppliers should show higher levels of professionalism, they should be willing to invest in research and development (R&D) and collaborate with organizations in their R&D effort. The results also validate that the brand co-creation event ensures increased brand knowledge and value of consumers. Also, brand co-creation is positively related to purchasing, helping others and consumers’ feedback intention. Through brand co-creation sponsoring organizations creates innovation and reduces resource issues and marketing costs. The results also show that brand co-creation can lead to better brand loyalty among consumers. Suppliers should also be actively engaged in brand co-creation as it leads to a better performance in terms of greater revenue, market offerings and reputation.

Research limitations/implications

The research investigates all aspects of inputs and benefits of the three different stakeholders – consumers, organizations and suppliers. It gives a comprehensive framework to validate the roles and benefits of each of the stakeholders from a consumer’s viewpoint. It conceptualizes and validates the constructs to provide the holistic concept and its associated framework.

Practical implications

The findings offer new insights to brand managers, Chief Experience Officers of how a brand co-creation event can be organized successfully, what should be the role of them, how they should involve suppliers in this kind of an event and finally how this kind of event can have a long-term impact on the brand in question.

Originality/value

This is the first empirical research on brand co-creation which investigates the roles and benefits from a triadic stakeholders’ standpoint. This study also analyzes and validates the comprehensive framework of brand co-creation proposed.

Details

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

Keywords

Open Access
Article
Publication date: 21 December 2021

Sunaina Kapoor, Saikat Banerjee and Paola Signori

The role of retailers in influencing consumer attitude during a brand scandal is quite complex, as retailers are in direct contact with both marketers and consumers. The…

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Abstract

Purpose

The role of retailers in influencing consumer attitude during a brand scandal is quite complex, as retailers are in direct contact with both marketers and consumers. The purpose of the exploratory research is to propose a theoretical model to capture the influences retailers exercise on consumers during brand scandals.

Design/methodology/approach

A qualitative approach has been adopted in the study. The study employs the grounded theory approach on the data collected by conducting in-depth interviews with 25 retailers.

Findings

Four contextual conditions and six behavioral antecedents of the retailer's role in the context of the brand scandal were identified. Then, the study finds that companies tend to follow two broad approaches during a brand scandal to address retailers' queries and apprehensions. On these bases, the study proposes a six-pronged typology to better understand retailers' role in shaping consumers' brand perception.

Originality/value

Existing literature has not paid adequate attention to this aspect of retailers' role in influencing consumer choices during brand scandal. To the best of the authors' knowledge, there is no prior research which investigates the role and influence of retailers in shaping consumer attitude during brand scandals. It is important to underline that the current research advocates retailers' significant role during a performance-based brand scandal. Specifically, the authors explored a health-related defective scandal of a well-known food brand. In addition, the study focuses on traditional grocery retailers, which already have special relationships with their consumers. Based on retailer perspectives, the authors' contribution is also updating the discussion of branding theory in case of scandals. The identified variables and constructs may be used for empirical investigation on the role of retailers in shaping consumer attitudes toward the scandalized brand.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 7 June 2022

Sanmitra Sarkar and Saikat Banerjee

The purpose of this paper is to find supplier's role in brand co-creation. This paper also discusses the perspective of suppliers on the role and benefits of other…

Abstract

Purpose

The purpose of this paper is to find supplier's role in brand co-creation. This paper also discusses the perspective of suppliers on the role and benefits of other stakeholders like consumers and the sponsoring organization in brand co-creation and to come up with some concepts and constructs related to these.

Design/methodology/approach

A qualitative approach has been used to identify supplier roles. Depth interviews were conducted on 15 selected suppliers from India already participated in brand co-creation. Grounded theory method was used to code and analyze the data and come up with important themes.

Findings

The grounded theory findings showed that suppliers need to have certain features like professionalism, willingness to invest in research and development (R&D) and flexible attitude in order to participate in brand co-creation. In turn, suppliers are benefited from participating in such an event as it improves their performance, growth and offerings. The depth interview findings also showed the reasons for successful and failed brand co-creation and the informant suppliers' view on the roles consumers and organization play in band co-creation and the benefits they receive.

Originality/value

This is one of the first academic studies of identifying supplier's role in brand co-creation looking beyond consumers and organization. There is no qualitative and quantitative study that was conducted to find out supplier's role. The paper conceptualizes important concepts related to supplier's features, roles and benefits in brand co-creation.

Details

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

Keywords

Article
Publication date: 21 January 2022

Amber Sayal and Saikat Banerjee

Small and medium enterprises (SMEs) of emerging economies play a key role in driving a country’s economic development. Business-to-business (B2B) SMEs of emerging…

Abstract

Purpose

Small and medium enterprises (SMEs) of emerging economies play a key role in driving a country’s economic development. Business-to-business (B2B) SMEs of emerging economies play a key role in driving a country’s economic development. Past researchers have recognized that such impacts are simply magnified by B2B entrepreneurs. However, the performance of B2B SMEs and the contributory factors behind such performance has got limited attention. This study aims to explore factors impacting the performance of B2B SMEs of emerging economies as viewed by SME owner-manager.

Design/methodology/approach

In this study, we have taken Indian B2B SMEs as our focal point of study. Primary data has been collected from the owner-manager of auto component SMEs of India. This study has examined direct and indirect (mediating) effects of predictors on outcome variables. In this study, structural equation modelling was used through AMOS 22 and the default method-maximum likelihood for estimating the model.

Findings

The result shows that entrepreneurial orientation (EO), growth orientation (GO) and market orientation (MO) directly impact the performance of B2B SMEs. It also reveals that brand orientation (BO) mediates the relationship between EO, GO and MO and performance for B2B SMEs. The result advocates that for B2B SMEs operating in emerging economies, being brand-oriented is a prominent strategic move for sustainable performance.

Originality/value

The current empirical research to bridge the research gap in the context of B2B SMEs from emerging economies by exploring important factors, propose their impact on the performance of B2B SMEs and empirically test those hypothesized relationships. This study deciphers that being brand-oriented impacts the entrepreneurial spirit, growth objectives and market readiness of the B2B SMEs and, in turn, influences the performance of B2B SMEs. The study advocates that B2B SMEs from emerging economies should adopt a BO approach and they should invest in the brand-building process.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 24 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 2 August 2019

Sanmitra Sarkar and Saikat Banerjee

The purpose of this paper is to find prior research work on brand co-creation and the role of different stakeholders in brand co-creation and to come up with a conceptual…

Abstract

Purpose

The purpose of this paper is to find prior research work on brand co-creation and the role of different stakeholders in brand co-creation and to come up with a conceptual model that can be empirically validated.

Design/methodology/approach

A keyword approach has been used to find earlier published papers on co-creation and the role of different stakeholders in co-creation. The focus was more on brand co-creation. The inclusion criteria are empirical or conceptual research papers, books, conference papers, peer reviewed and published in English language journals. As the topic is encompassing various themes, a wide variety of academic resources were reviewed.

Findings

The history of literature brings forth the two major stakeholders consumers and organizations. The importance of third important stakeholder, i.e. suppliers has been mostly overlooked. However, previous studies show that appropriately managed supplier involvement can diminish product and brand development time and cost and it may provide access to newer technologies and better quality. Hence, for a successful brand co-creation one must not forget the importance of suppliers. Along with the motives and outcomes of brand co-creation from consumer and organization perspective this research aims to look into the supplier perspective of the brand co-creation framework.

Originality/value

This is the first academic literature review on brand co-creation from a triadic stakeholder perspective of consumers, organizations and suppliers. Also there is no comprehensive model that exists for brand co-creation looking at its input and its overall outcome. This review provides a bibliography of academic literature from 1959 to 2018 covering 150 journals.

Details

European Business Review, vol. 31 no. 5
Type: Research Article
ISSN: 0955-534X

Keywords

Article
Publication date: 22 November 2021

Saikat Banerjee

The study examines the effects of corruption activities on new product development of firms. The roles of senior managers in the relationship between corruption activities…

Abstract

Purpose

The study examines the effects of corruption activities on new product development of firms. The roles of senior managers in the relationship between corruption activities and new product development are also studies.

Design/methodology/approach

The data of Indian firms are collected from the Enterprise Survey conducted by World Bank in 2014. Variables on corruption, new product development, and other firm level factors are considered in the study. Logistic regression is used to examine the effect of firm's engagement in corruption activities on new product development.

Findings

Corruption activities of firms is negatively related to new product development. Senior manager's industry experience and engagement in regulatory activities weaken the negative relationship between firm's engagement in corruption activities and new products development.

Practical implications

With the increased focus on innovation, organizational managers have to work on the development of new products, and understanding of the negative relationship between engagement in corruption activities and new product development will help them to achieve the desired organizational goals.

Originality/value

The study contributes in three ways. Firstly, the paper extends the theoretical understanding of the implication of a non-market strategy, corruption on new product development. Secondly, the study contributes to the existing literature on the antecedents of new product development. Finally, the roles of senior managers helps to understand the importance of their industry and regulatory experience in the main relationship.

Details

Benchmarking: An International Journal, vol. 29 no. 9
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 13 May 2014

Dilip Roy and Saikat Banerjee

This paper aims to offer a quantitative methodology to identify and measure the gap between the communicated brand identity and perceived brand image by channel members…

11762

Abstract

Purpose

This paper aims to offer a quantitative methodology to identify and measure the gap between the communicated brand identity and perceived brand image by channel members and the consumers. Brand marketers communicate with their target consumers to make them aware of brand identity and communicate the same way to the channel members directly. Channel members, in turn, convey the same to the end-users. Thus, a proper alignment of these three crucial nodes, namely, brand marketers, channel members and consumers, is inevitable for the efficient transfer of brand identity. However, in reality, not all are successful to synchronize communicated brand identity and image perception. So, the identification and measurement of identity-image gap is essential.

Design/methodology/approach

Based on the literature review, the authors propose a conceptual model for the study and generate the basic research questions. In this study, Kapferer’s brand identity prism has been taken as the focal point of study to measure brand identity. So far as the vector measure is concerned, a p-dimensional setup is present, each dimension representing each facet of Kapferer’s brand identity prism. Now, given these sets of observations, the authors introduce for each set, a multivariate distributional setup to represent the underlying population behavior.

Findings

In this study, a theoretical framework is proposed to identify and measure brand identity and image consistency. To minimize the problem associated with subjective decisions, an objective procedure has been proposed to measure the brand knowledge structure of company personnel, consumers and channel members about the considered brands. The results of this study show that brand knowledge consistency is missing among marketers, consumers and channel members for considered brands. The proposed methodology may help marketers to measure the identity-image gap in a more objective manner with pinpoint accuracy by adopting a quantitative approach.

Practical implications

The proposed methodology may help marketers to measure the identity-image gap in a more objective manner with pinpoint accuracy by adopting a quantitative approach. Once a gap is identified, it will be easy for marketers to adopt possible measures to bridge the gap. This helps brand marketers to understand the branding process more objectively.

Originality/value

To the best of the authors' knowledge, there is a lack of concrete quantitative approach, attempting to discuss the methodology to measure the gap between brand identity facets and brand image. In this backdrop, this might be the first paper offering a quantitative methodology to identify and measure the gap between the communicated brand identity and perceived brand image by channel members and the consumers.

Details

Journal of Product & Brand Management, vol. 23 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 6 June 2016

Saikat Banerjee and Bibek Ray Chaudhuri

Political parties are continuously interested to gain knowledge about the factors that influence the voter to select political candidate of his/her choice. The purpose of…

1421

Abstract

Purpose

Political parties are continuously interested to gain knowledge about the factors that influence the voter to select political candidate of his/her choice. The purpose of this paper is to examine cumulative impact of sources of associations on voters’ preference of the political party and to investigate the type of causal relationship that exists among those sources.

Design/methodology/approach

The authors have proposed five key sources of associations of the overall political party, namely, campaign effectiveness, image of its leaders, intensity of anti-incumbency effect, meaning and trust attached with the party. Here the authors have considered four important political parties relevant to the voters of West Bengal. Those are Congress, Bharatiya Janata Party, Communist Party of India (Marxist) and All India Trinamool Congress. The authors have used SEM method for estimating the model as the same is widely used for estimating a system of equations with latent variables.

Findings

Out of the eight path coefficients six are found to be statistically significant. Political campaign impacts brand trust positively and brand trust in turn impacts party preference positively. Again political campaign’s direct impact on political party preference is found to be positive. However, the impact of political campaign on party preference also runs through brand meaning. Both the path coefficients are significantly negative showing that more the voters develop understanding about political parties through different independent sources lesser are the impact of political campaigns as they highlight positive aspects of the party and the candidate only, ignoring facts. Interestingly leadership is impacting party preference negatively. Thus individual leadership traits have negatively impacted party preference in the sample.

Originality/value

In the paper, the authors have identified factors impacting political brand choice in an emerging country like India. This research explores the factors that need to be considered by the political parties to influence preference of voters for political brand. As far as the authors’ knowledge goes no such studies have been carried out in the Indian context and certainly not in the context of a regime change after three decades. Additionally, the theoretical model proposed is firmly grounded in theory and its estimation is based on well-developed scales. The approach is thus unique in this area of enquiry. Finally, application of SEM in political branding context is a significant contribution of this work.

Details

Marketing Intelligence & Planning, vol. 34 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 31 December 2007

Dilip Roy and Saikat Banerjee

The end‐state of marketing is the creation of a lasting bond between the consumers and the offered brand. In view of the growing competition in the market, a never‐ending…

5110

Abstract

Purpose

The end‐state of marketing is the creation of a lasting bond between the consumers and the offered brand. In view of the growing competition in the market, a never‐ending brand war can be witnessed that attempts to destabilize the consumer‐brand bonding. To ensure a long‐run success, there is a need to develop a system approach towards proper integration of a brand's identity with its image. This paper seeks to address this issue.

Design/methodology/approach

The major task is to identify the gap and skilful integration of brand identity with brand image to cement the gap. Improper integration may lead to a major setback in the market and irreparable loss. The authors present a verbal model as the basis for integration so that the chance of a setback becomes minimal.

Findings

The authors propose a Brand Derby Matrix, a classification cum decision matrix to enable a marketer to identify its present position and future course of action, in conjunction with the Credibility‐Alteration‐Relationship‐Expansion (CARE‐ing) strategy to address the above‐mentioned issue.

Practical implications

Brand Derby Matrix in conjunction with the CARE‐ing strategy can be of immense use to brand planners for identification and managing of the problem to ensure smooth sailing in the market.

Originality/value

In this paper, the authors present a generic approach that may work beyond country boundaries. Brand Derby Matrix in conjunction with the CARE‐ing strategy is immensely helpful in addressing the dilemma of brand identity and brand image integration issues that are faced by players.

Details

International Journal of Commerce and Management, vol. 17 no. 1/2
Type: Research Article
ISSN: 1056-9219

Keywords

Article
Publication date: 3 March 2016

Saikat Banerjee

The relationship between brand personality and consumer personality has become a researched issue in recent years. It is viewed that marketers start the dialogue with…

9688

Abstract

Purpose

The relationship between brand personality and consumer personality has become a researched issue in recent years. It is viewed that marketers start the dialogue with consumers through personality route by building brand personality in line with consumers’ own personality traits. Moreover, in the midst of stiff competition, role of corporate personality, as a component of corporate identity, has been considered instrumental behind the success of the organization. As a result, there might be a possibility that other than his/her own personality traits, a consumer’s brand preference may be influenced by both brand personality and corporate personality of the said brand marketer. So, the predictive roles of individual personality, brand personality and corporate personality on consumer brand preference formation need to be empirically investigated so that the same may be addressed strategically. However, as per knowledge of the researcher, no empirical study has been made to investigate the predictive role of consumer personality, brand personality and corporate personality on brand preference. In this back drop, to the best of our knowledge, this study is the first attempt to fill this research gap by investigating firstly, the direct effects of individual personality of consumer, brand personality and corporate personality on consumer brand preference and secondly the impact of interaction effects of those variables on brand preference in the context of the emerging economies.

Design/methodology/approach

This study includes Indian four-wheeler passenger car market as the focal point of the study. As the product category is predominantly linked with symbolic benefits to the consumers, this target segment may be motivated to express their personality through the brands they prefer. As a result it may be an appropriate sector to study the influence of individual, brand and corporate personality behind brand preference. In this study, we have used an anonymous self-administered structured questionnaire. Part A captured respondent’s brand preference. Part B used The Big Five Model personality scale. Part C used the ‘Brand Personality Scale’ proposed by Aaker (1997) as a measure of brand personality. Part D comprised ‘Corporate Personality Scale’ developed by Davies et al. (2001). Part E recorded demographic data, including age, income, educational qualification and occupation. For Part B, C and D, Respondents were asked to rate each of the dimensions, using a five-point Likert scale, ranging from 5=Most descriptive to 1=Least Descriptive. The validity of the theoretical model is tested through Confirmatory Factor Analysis (CFA). In the first stage, main effects of the proposed model are tested. In the next stage, we have tested interaction effects of constructs on band preference. To test the hypotheses multiple regression method has been used.

Findings

The result of main effects shows that individual and brand personality has significant impact on brand preference for the considered brand by the consumers. This implies that at the time of brand preference, consumers give due importance to individual personality and personality of the considered brand of SUV. A strong and clear brand personality indicates a favorable view about the brand. Further, the result shows at the time of buying decision, personalities of both product and corporate brand are influencing their preferences. Here, consumers might be making strong association between corporate and brand personalities. In addition, interaction effects among individual, brand and corporate personality are also significant. One may view from the result that consumers do not encourage compartmentalize thinking at the time of brand choice. In place of considering his/her own personality and brand and corporate personality as a standalone entity, they think in totality and interaction effects have significant influence on their brand preference.

Research limitations/implications

The paper has mentioned limitations: the restriction on selecting industry, company and brand, the restraint of sampling coverage and lack of generalization of the study findings. The implications should be interpreted with care. In this study we have not compared different brands from same industry or brands from different industries; there is a scope to do so. Moreover, this study considers results from one national context and, consequently, cross-national study may be conducted to extend the validity of the findings.

Practical implications

The findings from this study may enlighten brand marketers about the degree of influence of brand personality, corporate personality, and consumer personality on brand preference. This study advocates interaction effects of individual, brand and corporate on consumer brand preference. From this study perspective, we may say, brand personality and corporate personality provide significant opportunity for creation of uniqueness and have the potential to significantly influence brand preference.

Originality/value

This paper makes two contributions to the brand management literature. First, it provides new empirical evidence of the positive main effect of individual and brand personality on brand preference. Second, this paper first investigates interaction effects of individual personality, brand personality and corporate personality on brand preference. This is a very unique contribution of the paper. The results provide new insights for academic and practitioners into the relationship among individual personality, brand personality and corporate personality. This study is the first attempt to fill this research gap by investigating the impact of consumer personality, brand personality and corporate personality on brand preference.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 28 no. 2
Type: Research Article
ISSN: 1355-5855

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