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Article
Publication date: 8 December 2020

Indirah Indibara and Sanjeev Varshney

This paper aims to examine the effect of social cynicism on consumer cynicism. The negative inferred motive is tested as a mediator between social cynicism and consumer…

Abstract

Purpose

This paper aims to examine the effect of social cynicism on consumer cynicism. The negative inferred motive is tested as a mediator between social cynicism and consumer cynicism; whereas, negative affectivity is tested as a moderator between social cynicism and negative inferred motive.

Design/methodology/approach

The study was carried out in India using a mixed-method approach. In the first stage, a survey was conducted to test the moderated mediation model, followed by in-depth interviews in the second stage. The survey was analysed using structural equation modelling, while themes were generated from the data collected through interviews.

Findings

The study established the effect of social cynicism on consumer cynicism. Negative inferred motive mediated the relationship between social cynicism and consumer cynicism. Negative affectivity moderated the influence of social cynicism on negative inferred motive.

Research limitations/implications

With rising anti-consumption behaviours, it is imperative to understand why consumers turn cynical towards marketers. The study indicates that consumer cynicism is influenced by previous experiences of the consumer with the society and is not merely a reaction to arm-twisting by firms. As social cynicism cannot be changed drastically, understanding how it impacts consumer cynicism would help a firm handle its marketing efforts better.

Originality/value

The study empirically validates the relationship between social cynicism and consumer cynicism. The mediating effect of negative inferred motive on consumer cynicism was also validated. The study is also the first to point out the moderating role of negative affectivity on the relationship between social cynicism and negative inferred motive.

Details

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

Keywords

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Article
Publication date: 14 September 2012

Payal Kumar and Sanjeev Varshney

The purpose of this paper is to explore the possibility of whether more representation of gendered scholarship could enrich the traditional framework of consumer behaviour…

Abstract

Purpose

The purpose of this paper is to explore the possibility of whether more representation of gendered scholarship could enrich the traditional framework of consumer behaviour – a discipline that lacks consensus on epistemology and is also starved of theory building – by means of critical introspection leading to new managerial solutions, new methods and theory building.

Design/methodology/approach

The quantitative approach involved a content analysis of three leading journals in the consumer behaviour discipline from 2006 to 2010: the Journal of Consumer Research, the Journal of Consumer Psychology and the Journal of Consumer Affairs, in order to ascertain how much research represents a gendered perspective. The qualitative approach involved analyzing the papers from a gendered perspective, to see if the papers were more conceptual or based on applied research, and to gauge the type of methodologies used.

Findings

From 2006 to 2010 it was found that only an average of 2.4 per cent of 369 abstracts in JCR, 4 per cent of 224 abstracts in JCP and 5.8 per cent of 138 abstracts in JCA are from a gendered perspective. Approximately 25 per cent of the papers are steeped in applied research, while 75 per cent verify existing theories or expand to them.

Research limitations/implications

The authors’ qualitative analysis brings forward new results, namely that the very feministic perspective that has the potential to bring forth greater introspection in the consumer behavior research, namely feminist postmodernism, is in fact the least represented, with only one such paper out of 731, which is a possible wake‐up call for feminist scholars. The authors conclude that the scope of the traditional paradigm can be enlarged by gendered scholarship.

Originality/value

The paper represents a major effort to present the importance of including gendered perspective articles in marketing journals, to provide an analysis of the lack of a gendered perspective in papers published by three leading consumer‐based journals, and to determine whether a gendered perspective can enrich the traditional framework.

Details

Equality, Diversity and Inclusion: An International Journal, vol. 31 no. 7
Type: Research Article
ISSN: 2040-7149

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Article
Publication date: 1 December 2005

Sanjeev Varshney and Anita Goyal

Movement of people from one retail trade area to another in search of better options and deals has been studied across the world owing to its large impact on trade flow…

Abstract

Movement of people from one retail trade area to another in search of better options and deals has been studied across the world owing to its large impact on trade flow. Studies have been done in various rural and urban settings. However, almost all except one fails to provide a comprehensive model of outshopping which has its own limitations with regard to its applicability’s across cultures and in various settings. Nonetheless findings from the literature provides necessary inputs to start studies in various other cultures and settings. Results are presented in form of various definitions, various types, methodologies used, factors identified (individual characteristics, market characteristics, product related variables and accessibility factors) and patterns across continents. Attempts have also been made to explain their applicability to Indian conditions along with various limitations and gaps.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 17 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 8 June 2012

Sriram Dorai and Sanjeev Varshney

Interactions and on‐going relationships are crucial for organizations to create satisfactory value propositions for customers and meet their evolving needs. Understanding…

Abstract

Purpose

Interactions and on‐going relationships are crucial for organizations to create satisfactory value propositions for customers and meet their evolving needs. Understanding the behavioural and temporal aspects of value creation from a customer's perspective is crucial as customer perceived value (CPV) is dynamic and contextual, and evolves over time. This enables firms to develop value laden offerings and bind customers through interdependent relationships. This paper aims to focus on these issues.

Design/methodology/approach

Extant literature review on CPV and relationship marketing (RM) reveals the behavioural and temporal aspects of relationship building and the role of CPV in generating desirable relationship outcomes.

Findings

A conceptual model explains how components of CPV, episodal value can be transformed into total relationship value mediated by satisfaction, value added services, loyalty, commitment, trust and relationship quality.

Research limitations/implications

The model describes changing customer expectations and how sellers can create value as exchanges mature into relations, but it does not include empirical testing of the model, which would validate the effectiveness of the proposed model.

Practical implications

Meeting customer needs through relation specific investments by suppliers creates value for customers and develops interdependent relationships. Such relationships are long lasting and benefit both parties.

Originality/value

Based on extant literature review and combining emerging paradigms enables theory generation centred on customer's perspective. This not only ensures organization profitability, but also provides higher returns on customer equity.

Details

Journal of Business & Industrial Marketing, vol. 27 no. 5
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 5 August 2019

Mohammad Irfan Bala and Mohammad Ahsan Chishti

Fog computing is a new field of research and has emerged as a complement to the cloud which can mitigate the problems inherent to the cloud computing model such as…

Abstract

Purpose

Fog computing is a new field of research and has emerged as a complement to the cloud which can mitigate the problems inherent to the cloud computing model such as unreliable latency, bandwidth constraints, security and mobility. This paper aims to provide detailed survey in the field of fog computing covering the current state-of-the-art in fog computing.

Design/methodology/approach

Cloud was developed for IT and not for Internet of Things (IoT); as a result, cloud is unable to meet the computing, storage, control and networking demands of the IoT applications. Fog is a companion for the cloud and aims to extend the cloud capabilities to the edge of the network.

Findings

Lack of survey papers in the area of fog computing was an important motivational factor for writing this paper. This paper highlights the capabilities of the fog computing and where it fits in between IoT and cloud. This paper has also presented architecture of the fog computing model and its characteristics. Finally, the challenges in the field of fog computing have been discussed in detail which need to be overcome to realize its full potential.

Originality/value

This paper presents the current state-of-the-art in fog computing. Lack of such papers increases the importance of this paper. It also includes challenges and opportunities in the fog computing and various possible solutions to overcome those challenges.

Details

International Journal of Pervasive Computing and Communications, vol. 15 no. 2
Type: Research Article
ISSN: 1742-7371

Keywords

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Article
Publication date: 20 June 2020

Ahmad Daowd, Ruaa Hasan, Tillal Eldabi, Piyya Muhammad Rafi-ul-Shan, Dongmei Cao and Naphat Kasemsarn

With the ever-expanding online shopping, electronic word-of-mouth (eWOM) has become a significant factor affecting the consumer decision-making behaviour. This is…

Abstract

Purpose

With the ever-expanding online shopping, electronic word-of-mouth (eWOM) has become a significant factor affecting the consumer decision-making behaviour. This is specially the case when considering Generation Y (Millennials), who are old enough to be independent buyers and young to be almost immersed in online living. This article aims to assess the impact of eWOM on purchase intention by developing a conceptual model of hypotheses encompassing a multitude of factors that may be associated with this relationship.

Design/methodology/approach

The researcher investigates what factors impact eWOM credibility and make the consumer may adopt it when making a purchase. To examine our research model, a quantitative approach is employed for this purpose using a sample through online survey from Thailand – where there is a large number portion Generation Y consumer base.

Findings

It was found that source style as a visual attribute information is the most significant factor that may impact eWOM credibility in addition to source credibility, argument quality and source homophily, respectively.

Practical implications

From a practical point of view, it helps firms to understand what needs to be taken into consideration when building their marketing strategy.

Originality/value

This is believed to add significant insights into the eWOM literature by identifying its route of impact toward the purchase intention on Generation Y.

Details

Journal of Enterprise Information Management, vol. 34 no. 3
Type: Research Article
ISSN: 1741-0398

Keywords

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