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Article
Publication date: 12 October 2022

Sheetal Jain, Sita Mishra and Garima Saxena

In the recent past, gamification has been recognized as an effective tool for engaging customers. However, there is limited research to explain luxury consumers'…

Abstract

Purpose

In the recent past, gamification has been recognized as an effective tool for engaging customers. However, there is limited research to explain luxury consumers' motivations to adopt gamification. This research applies the service-dominant (S-D) logic theory to investigate the association between motivation to adopt gamification, customer engagement, and affective commitment.

Design/methodology/approach

Data were collected through structured questionnaires from a sample of 242 millennial luxury consumers in India. Collected data were examined using AMOS 25 and Process Macro for SPSS.

Findings

The findings reveal that consumers' social and personal integrative motives for gaming positively influence customer engagement with luxury brands. Further, all three sub-dimensions of customer engagement (conscious attention, enthused participation, and social connection) are also found to positively influence affective commitment. Customer engagement fully mediates the association between motivation and affective commitment, while the self-brand connection is found to weaken the mediated relationship.

Originality/value

This study is one of the first studies to explore luxury consumers' motivations behind engaging in gamification through moderated-mediation framework.

Details

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

Keywords

Article
Publication date: 14 June 2022

Sita Mishra, Garima Saxena and Ravi Chatterjee

This study aims to understand the effect of consumers' national identity (NI) on their willingness to buy (WTB) domestic (Indian) products vis-à-vis foreign (Chinese…

Abstract

Purpose

This study aims to understand the effect of consumers' national identity (NI) on their willingness to buy (WTB) domestic (Indian) products vis-à-vis foreign (Chinese) products. Secondly, it explores the role of psychological ownership (PO) and consumers' animosity in explaining their WTB domestic products.

Design/methodology/approach

In this paper data were collected online from Indian consumers (N = 408) through the survey method, using a structured questionnaire. Data analysis was conducted using SPSS AMOS Version 24 and the PROCESS SPSS macro, using mediations and moderated mediation models.

Findings

This study establishes the positive effect of consumers' NI on their WTB domestic products over Chinese ones. With a long history of hostility between India and China in the backdrop, the authors find a significant mediating role of PO and consumer animosity (CA) in the relationship between NI and WTB . The results also demonstrate that while consumer ethnocentrism (CET) positively moderates the mediating path via PO at all levels from low to high, it moderates the path via CA only at the mean and high levels.

Originality/value

This study applies the Psychological Ownership Theory, Social Identity Theory (SIT) and the Attribution Theory to explore the interplay between consumers' NI, PO , CA and ethnocentrism in the Indian context. The study asserts the distinction between these constructs by analyzing the interaction and inter-relationships between these variables. Further, it provides a comprehensive understanding of Indian consumers' preference for domestic products over Chinese ones.

Details

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

Keywords

Content available
Article
Publication date: 4 May 2020

Sita Mishra, Sheetal Jain and Gunjan Malhotra

Unsustainable fashion consumption and wasteful practices have recently garnered attention in practice and academia; however, research in this field is limited. This study…

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Abstract

Purpose

Unsustainable fashion consumption and wasteful practices have recently garnered attention in practice and academia; however, research in this field is limited. This study is based upon an extensive review of the literature and aims to fill this gap by providing an in-depth understanding of various drivers and actors operating in the closed-loop fashion value chain. The purpose of this study is to develop a framework of transformation from the linear economy (LE) to the circular economy (CE) for the fashion industry based on “transition theory.”

Design/methodology/approach

This study is conducted in two phases. In Phase 1, a bibliographic compilation on the given subject is done. In Phase 2, data about the case company is collected through trade media and semi-structured interviews with the founder and the designers.

Findings

The study found that key drivers for the closed-loop fashion value chain are collaboration with partners, innovation, waste management system, customer connect and changing utilization patterns. Based on the extensive literature review and analysis of the case study, it can be concluded that to incorporate CE principles, namely, reduce, repair, reuse and recycle into current business models, redefining existing value propositions and transforming various business model elements is essential.

Practical implications

A three-level (discrete level, aggregator level and the peripheral level) framework is developed that can help the fashion industry in transition from LE to CE. This study will help fashion houses to understand how they can work in tandem with various stakeholders to develop sustainable business models.

Originality/value

This paper contributes to research by advancing the understanding of how to further develop and redesign an innovative business model framework for the circular fashion value chain. A three-level framework is developed that can be used for transition from LE to CE, especially in the fashion industry. This study is one of the first research that has tried to analyze the Indian case company for CE practices in fashion.

Details

Social Responsibility Journal, vol. 17 no. 4
Type: Research Article
ISSN: 1747-1117

Keywords

Article
Publication date: 3 December 2021

Sita Mishra, Gunjan Malhotra, Maria Johann and Shalini Rahul Tiwari

Sports tourism has gained much attention in recent decades due to its socio-economic and environmental impact on destinations. This study at first examines travel motives…

Abstract

Purpose

Sports tourism has gained much attention in recent decades due to its socio-economic and environmental impact on destinations. This study at first examines travel motives that might trigger participation in active sports tourism (AST). Further, it compares these travel motives and their impact on participation intention in AST (between India and Poland).

Design/methodology/approach

Data were collected online through a self-administered questionnaire in both countries (N = 273 in India and N = 255 in Poland). Descriptive data were analyzed using SPSS statistics 24, and SPSS AMOS 25 was used for testing the measurement model and multi-group analysis.

Findings

The results show that in both countries, participants are motivated mainly by travel exploration, social bonding, and stress relief, which are the primary travel motives commonly associated with tourism. However, the significance of these motives varies across both nations. Interestingly, active sports tourists are not motivated by physical strength, self-enhancement, and social recognition.

Originality/value

The study presents a framework to discuss travel motives in Active Sports Tourism (AST). It also describes the motives that influence Indians and Polish citizens' participation in active sports tourism.

Details

International Journal of Event and Festival Management, vol. 13 no. 1
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 3 January 2017

Sheetal Jain, Mohammed Naved Khan and Sita Mishra

Even though the Indian luxury market is predicted to grow as much as the Chinese one over the coming years, limited research has been conducted on luxury consumer…

18893

Abstract

Purpose

Even though the Indian luxury market is predicted to grow as much as the Chinese one over the coming years, limited research has been conducted on luxury consumer behavior. The purpose of this study is to examine the purchasing behavior for luxury fashion goods using the framework of the theory of planned behavior.

Design/methodology/approach

A total of 257 respondents were included after distributing a structured questionnaire by surveying real luxury consumers in Delhi. Data were analyzed using structural equation modeling.

Findings

The results of the study indicated that subjective norm was the most important determinant of the purchasing intentions for luxury fashion goods, followed by attitude. Perceived behavioral control was not found to have a significant relationship with purchasing intentions, but it showed a strong positive relationship with actual purchasing behavior.

Originality/value

This study provides new theoretical insights regarding luxury consumer behavior in India. It explains the motivating factors behind purchasing intentions for luxury goods among Indian consumers. The findings of the study will provide great help to global luxury companies in formulating their penetration and expansion strategies in the Indian market.

Details

Journal of Asia Business Studies, vol. 11 no. 1
Type: Research Article
ISSN: 1558-7894

Keywords

Article
Publication date: 14 March 2022

Sita Mishra, Gunjan Malhotra, Ravi Chatterjee and Waheed Kareem Abdul

This research focuses on the consumption behavior of young consumers by examining their ecological consciousness and several self-oriented and psychological variables…

Abstract

Purpose

This research focuses on the consumption behavior of young consumers by examining their ecological consciousness and several self-oriented and psychological variables (fashion-orientation, frugality and psychological ownership toward the environment) that may trigger their sustainable purchase behavior. The research used “Psychological Ownership Theory” to examine sustainable purchase behavior in the context of apparel consumption.

Design/methodology/approach

To gather data, a multi-method approach is used, including a scenario-based choice experiment (n = 62) and a structured survey (n = 338) using an online self-administered questionnaire. Data analysis was done using SPSS AMOS version 25 and PROCESS SPSS macro.

Findings

The results of the two studies revealed the mediation effect of “psychological ownership toward the environment” between ecological consciousness and sustainable purchasing behavior. Furthermore, fashion-orientation was found to be a significant moderating variable influencing sustainable purchase behavior; however, the impact of frugality was insignificant.

Originality/value

This research is one of the first that examined the mediation impact of psychological ownership of the environment in sustainable purchasing behavior using multi-method. The research focuses on the ecological consciousness of young consumers that develop psychological ownership.

Details

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

Keywords

Article
Publication date: 1 June 2021

Gunjan Malhotra, Sita Mishra and Garima Saxena

The study explores the effect of game flow, game enjoyment and game customization on consumers' attitudes toward the game (ATG). It also examines the relationship between…

Abstract

Purpose

The study explores the effect of game flow, game enjoyment and game customization on consumers' attitudes toward the game (ATG). It also examines the relationship between consumers' ATG and attitude toward the in-game advertising (IGA) brand.

Design/methodology/approach

The study used SEM and PROCESS MACRO to analyze the results.

Findings

The study asserts the significant role of game flow, game customization and game enjoyment as antecedents of consumers' ATG. Furthermore, psychological ownership and perceived IGA invasiveness were found to be significant moderators between attitude toward game and attitude for the IGA brand.

Originality/value

The study examines how players’ attitude toward the game influences their attitude toward the IGA brand due to the player's ownership perceptions over the game and invasiveness perceptions for IGA. The study used psychological ownership and psychological reactance theory in the gamification context. The study findings present pertinent implications for game developers and brands interested in using IGA tools.

Details

Marketing Intelligence & Planning, vol. 39 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 27 October 2020

Sita Mishra, Gunjan Malhotra and Garima Saxena

The purpose of this study is to examine the effectiveness of in-store private label marketing to impact the attitude of consumers towards private label brands (PLBs) by…

1059

Abstract

Purpose

The purpose of this study is to examine the effectiveness of in-store private label marketing to impact the attitude of consumers towards private label brands (PLBs) by influencing consumers' perceived quality variations between the PLBs and national brands.

Design/methodology/approach

This study is based on “Cue utilisation theory” and focusses on how retailers can influence consumers' perception of quality variations by providing them in-store marketing cues. Data was collected through the mall intercept method in New Delhi, India. Data analysis was done using AMOS 25 and the PROCESS SPSS macro.

Findings

This study establishes the effect of in-store private label marketing in improving consumers' quality perception of PLBs vis-à-vis national brands and thereby leading to a positive attitude towards PLBs. Further, the national brand promotions attitude is found to moderate the relationship between private label marketing and attitude towards PLBs. However, contrary to the authors' expectations, it has a positive effect on this relationship. The study found an insignificant moderation influence of price consciousness.

Originality/value

This study complements existing literature on “Cue utilisation theory” by demonstrating the importance of in-store private label marketing in improving consumers' attitudes towards PLBs. It also extends to fill some gaps in the literature by studying the direct, mediating and moderating relationship among in-store private label marketing, perceived quality variations, price consciousness, national brand promotion attitude and attitude towards PLBs, especially in an emerging market such as India.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 1
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 23 November 2021

Sita Mishra, Gunjan Malhotra, Vibha Arora and Sandip Mukhopadhyay

This study analyzes how omnichannel integration influences customer patronage intention, highlighting the moderation effect of consumer service experience consciousness…

Abstract

Purpose

This study analyzes how omnichannel integration influences customer patronage intention, highlighting the moderation effect of consumer service experience consciousness. Additionally, it also examines the sequential mediating role of consumer empowerment and satisfaction.

Design/methodology/approach

This study uses a survey method to collect data from 336 young Indian consumers, having experienced omnichannel retailing. Data were analyzed using SPSS PROCESS macro to examine both the mediating and moderated relationships.

Findings

The results confirm that a customers' perceived online–offline channel integration increases their patronage intention directly and through the mediating role of consumer empowerment and satisfaction. Additionally, as a moderator, consumer service experience consciousness does not necessarily impact consumer patronage interest through the mediating role of consumer empowerment. Nevertheless, it does have a negative impact through the mediating role of consumer satisfaction.

Practical implications

This study provides insights into designing online–offline retailing integration, based upon which, proposes several recommendations for increasing customer satisfaction and patronage intention.

Originality/value

To the best of the authors' knowledge, this is among the first studies to highlight the theory of consumer empowerment in the context of omnichannel retailing. Thus, it contributes to the extant literature on omnichannel retailing while investigating the moderating role of consumer service experience consciousness.

Details

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

Keywords

Article
Publication date: 1 October 2021

Mohit Jamwal and Sita Mishra

The purpose of this paper is to examine the existence and profile consumer segments based on dissonance in Indian apparel fashion retail market.

Abstract

Purpose

The purpose of this paper is to examine the existence and profile consumer segments based on dissonance in Indian apparel fashion retail market.

Design/methodology/approach

This study is based on cognitive dissonance theory (CDT) and analyses data using cluster and discriminant analysis on a sample (n = 354) from India.

Findings

The findings revealed three dissonance segments among consumers based on the intensity of dissonance experienced. This study also validated the clusters and profiled each segment. In doing so, the three clusters exhibited unique differences with respect to purchase and socio-demographic characteristics. Moreover, high dissonance segments were found to inversely impact customer’s satisfaction, loyalty and overall perceived value and positively impact tendency to switch.

Practical implications

Understanding the existence of cognitive dissonance (CD) patterns among consumers is critical for fashion apparel retailers. This paper offers unique insights into the specialties of each dissonance segment that assists the marketers to frame appropriate strategies to target them.

Originality/value

This paper advances knowledge on consumer behavior by highlighting the significance of CD.

Details

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

Keywords

1 – 10 of 21