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Article
Publication date: 5 June 2017

Subhadip Roy and Varsha Jain

The “meaning transfer model (MTM)” is one of the less researched models in celebrity endorsement. The purpose of this paper is to empirically measure and validate a…

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Abstract

Purpose

The “meaning transfer model (MTM)” is one of the less researched models in celebrity endorsement. The purpose of this paper is to empirically measure and validate a comprehensive model of meaning transfer in celebrity endorsements.

Design/methodology/approach

Based on a conceptual model of meaning transfer that starts from celebrity identity as an antecedent of perceived celebrity meaning (CM), the study integrates CM, brand meaning (BM) and consumer behavior (CB) and two moderators leading to six studied hypotheses. The model is empirically tested using survey data (of 483 consumers) from India with the application of factor analysis and structural equation modeling.

Findings

Major results indicate a positive effect of CM on BM and BM on subsequent CB. The moderating effect of consumer knowledge and product involvement in successful meaning transfer is also observed.

Research limitations/implications

Contribution of the present study lies in the validation of a comprehensive model of meaning transfer in celebrity endorsements that may pave the way to the explanation of previous confounding results.

Practical implications

The present study provided an actionable model for marketers that would lead to successful meaning transfer and the various factors that need to be controlled.

Originality/value

This is the first study to validate the MTM that integrates the basic tenets of celebrity endorsement theory.

Details

Asia-Pacific Journal of Business Administration, vol. 9 no. 2
Type: Research Article
ISSN: 1757-4323

Keywords

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Case study
Publication date: 2 May 2017

Subhalaxmi Mohapatra and Subhadip Roy

Srikumar Misra founded Milk Mantra as a milk producing and selling company in the state of Odisha, India in 2010. The company subsequently diversified into milk-based…

Abstract

Synopsis

Srikumar Misra founded Milk Mantra as a milk producing and selling company in the state of Odisha, India in 2010. The company subsequently diversified into milk-based products such as yogurt and cottage cheese and spread its foray into the neighboring states. In 2014, the company had to overcome a few challenges from the macro environment as well as think of a marketing and communication strategy to gain competitive advantage.

Research methodology

The case is based on the primary research and has been developed using interviews of the company representatives and documents made available from the company. Wherever required, written permission has been obtained from the company representatives.

Relevant courses and levels

This case could be a part of the Marketing Management course in a graduate/undergraduate program in Business Management. The case could also be a part of a Brand Management or Integrated Marketing Communications course in the same program for specialized subjects such as branding a generic product or brand communications. This case could also be used for a short discussion in a distribution and logistics course.

Theoretical bases

The specific topics, which could be facilitated through this case, are the 4 Ps of marketing, distribution and marketing strategy. The case also relies on the theories of branding and marketing communication.

Details

The CASE Journal, vol. 13 no. 3
Type: Case Study
ISSN: 1544-9106

Keywords

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Case study
Publication date: 25 November 2014

Subhadip Roy and Sakshi Goenka

The case is aimed at pointing out the basic nuances of entrepreneurship without a profit motive and the challenges faced in the course of achieving the same.

Abstract

Subject area

The case is aimed at pointing out the basic nuances of entrepreneurship without a profit motive and the challenges faced in the course of achieving the same.

Study level/applicability

This case could be a part of the Entrepreneurship course in a Post-Graduate Program in Business Management. In case of an Executive Education Program, this case can be used to facilitate issues in Entrepreneurship Development and Non-Profit Marketing.

Case overview

The present case is a field-based illustrative study on Xplant, a unit set up by Xavier Research Foundation to promote production and selling of seasonal and ornamental plants with accessories to prospective buyers. The uniqueness about the organization was that it was solely governed and run by the students of Biotechnology Course at Xaviers College, Ahmedabad, India. However, in early 2012, it was found that the organization was facing a lot of issues such as competition, lesser demand and lack of motivation of the employees (students). All of which were taking the unit away from achieving sustainability.

Expected learning outcomes

Understanding the basics of a new venture and entrepreneurship; understanding the role of the team members in promoting the entrepreneurship venture; role of leadership in entrepreneurship; impact of independence of the entrepreneur and transference of business vision on long-term success of the venture; role of environment in success/failure or entrepreneurial ventures; and problems faced by entrepreneurship ventures.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email subhadip.roy@iimu.ac.in to request teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 4 no. 6
Type: Case Study
ISSN: 2045-0621

Keywords

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Case study
Publication date: 1 October 2011

Subhadip Roy and Sunny Bose

Marketing, Marketing environment, Marketing strategy.

Abstract

Subject area

Marketing, Marketing environment, Marketing strategy.

Study level/applicability

Post Graduate (MBA), Executive Education Program.

Case overview

The present case study deals with the marketing strategies of Punascha (meaning re-beginning), a publisher of Bengali non-textbooks based in Kolkata, India. This case is suitable for teaching in Marketing Management course in a Post Graduate Program in Business Management. It could also be taken up for an executive program in marketing strategy. The case study is a live case study, which was based on in-depth interviews with the company people and company site visit. The case study discusses how Punascha started from a humble beginning in 1988 and became one of the leading publishers of Bengali books in India. The key focus of the case is on how a company can use marketing tools effectively (and uniquely) and become successful.

Expected learning outcomes

Understanding the basics of 4Ps of marketing and how they are used in synchronisation with each other to achieve the marketing objectives. Understanding the role of marketing environment in marketing strategy. Realizing the need of a new product development strategy. Assessing the need of non-traditional modes of marketing communications and its role in product promotion.

Supplementary materials

Teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 1 no. 4
Type: Case Study
ISSN: 2045-0621

Keywords

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Article
Publication date: 11 September 2017

Subhadip Roy and Shamindra Nath Sanyal

This study aims to explore the dimensions of perceived consumption vulnerability (PCV) for the elderly citizens (EC) in India and its consequences. Consumer vulnerability…

Abstract

Purpose

This study aims to explore the dimensions of perceived consumption vulnerability (PCV) for the elderly citizens (EC) in India and its consequences. Consumer vulnerability is a recent and important construct for marketers and policymakers to understand the consumption behavior of the EC.

Design/methodology/approach

To achieve the study objectives, the authors conducted 50 in-depth interviews and six focus group discussions of ECs in two large cities in India. The authors used grounded theory methodology to understand the PCV construct.

Findings

The findings suggest a five-dimensional formative PCV construct with the dimensions being Physical, Financial, Social, Technological and Service Vulnerability contributing to PCV. The findings also suggest a relationship between PCV and consumption variables such as search cost, choice evaluation, consumption and overall satisfaction.

Research limitations/implications

The major contribution of the present study is the exploration of the PCV construct for the EC and its dimensions. The propositions developed in the study could be tested in future studies using a quantitative approach.

Practical implications

The findings call for compassion from the marketers while dealing with the ECs and a separate service strategy that addresses the specific needs of the ECs.

Social implications

The findings call for public policy action to protect the consumption rights of the ECs to reduce their consumption vulnerability.

Originality/value

The present study is a novel attempt to explore the PCV construct and its role in defining consumer behavior of the ECs.

Details

Qualitative Market Research: An International Journal, vol. 20 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

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Case study
Publication date: 16 April 2015

Subhalaxmi Mohapatra and Subhadip Roy

The major issues discussed in the case are related to first-mover advantage, segmenting, targeting and positioning and marketing strategy.

Abstract

Subject area

The major issues discussed in the case are related to first-mover advantage, segmenting, targeting and positioning and marketing strategy.

Study level/applicability

The case could be discussed in a postgraduate program for marketing and brand management and also for strategic management. It could also be used for an executive development program for marketing and business strategy.

Case overview

The present case is on the Renault Duster, a compact SUV (sports utility vehicle) launched by Renault India in 2012. Equipped with attractive design, innovative features and smart technology, the company used buzz marketing and social media marketing to promote the brand. Competitive pricing of Duster attracted both premium hatchback and sedan buyers in India as the company realized both sales and awards. However, sales started declining from the second half of 2013, and competition used both pricing strategy and exhaustive mass media advertising to compete with the Duster. The other cars from Renault India could not replicate the success of the Duster, which was contributing to around 80 per cent of the total sales of the company in India. Renault thus faced the challenge of losing their ground in the Indian market if they could not revive the sales of the Duster.

Expected learning outcomes

Product differentiation and brand positioning (the case is a good example of first-mover advantage); market segmentation and creating a new segment; branding strategy and the role of marketing communications in the same; analyze the role of a long term growth strategy and how it influences product/marketing strategy (business strategy course); understand the probable threats of business due to overdependence on one product (business strategy course); understand the impact of inter-firm rivalry on brandsuccess (business strategy course).

Supplementary materials

Teaching notes areavailable for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 5 no. 3
Type: Case Study
ISSN: 2045-0621

Keywords

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Case study
Publication date: 14 November 2013

Varsha Jain, Subhadip Roy and Ashok Ranchhod

The present field-based case study is related to topics in marketing area, more specifically brand management, strategic marketing and business strategy.

Abstract

Subject area

The present field-based case study is related to topics in marketing area, more specifically brand management, strategic marketing and business strategy.

Study level/applicability

This case is primarily meant for second-year students in a postgraduate program in business management (MBA). The case could also be discussed in an executive development program on marketing/business strategy.

Case overview

The present case is based on Aava natural mineral water, the brainchild of Mr Behram Mehta, Chairman of Shelpee Enterprises. The case explores at the various marketing strategies adopted by Aava in India. The case traces the brand's foray into the Indian bottled water market as a regional players and its growth as a pan Indian brand. However, in early 2012, the majority of Aava's sales were coming through institutional sales. The brand was facing a challenge of trying to find a foothold in the retail market. The balance between becoming a mass and a premium brand was also looming large. The major question that Aava needed to answer is whether it should restrict itself to the B2B market or whether it should try to penetrate the retail market. Given the latter is more beneficial for the company, the issues of product, pricing and brand communication needed to be revisited since these are not similar for B2B and B2C brands.

Expected learning outcomes

The various learning outcomes of the case include: understanding the differences between B2B and B2C marketing and the need for different strategies for both, apply marketing research findings to introduce a product in a market, evaluate and execute marketing communication strategies based on human behaviour for more effectiveness, evaluate alternatives leading to the right choice of branding/marketing strategy, understand the role of 4Ps of marketing for successful business and industry analysis.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 3 no. 6
Type: Case Study
ISSN: 2045-0621

Keywords

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Article
Publication date: 22 September 2020

Subhadip Roy and Varsha Jain

The purpose of this study is to construct and validate a generalizable scale to measure service induced perceived stress for customers of personal services with a high…

Abstract

Purpose

The purpose of this study is to construct and validate a generalizable scale to measure service induced perceived stress for customers of personal services with a high level of intangibles having both online and offline components.

Design/methodology/approach

Five studies were conducted to this end. The first was qualitative and the rest were quantitative (survey) with a total sample size of 1,300. The last study was conducted in a different country than the first four.

Findings

The studies resulted in a five-dimensional SERVSTRESS scale to measure service induced stress for customers with the following dimensions, namely, psychological stress; information stress; complexity stress; personnel stress and outcome stress. The scale was tested in a nomological network.

Research limitations/implications

The present study addresses a hitherto unaddressed gap in marketing literature with the construction and validation of a scale to measure service stress of a customer (named SERVSTRESS) using data from five studies spanning two countries.

Practical implications

The SERVSTRESS scale is relevant for the practitioners as it adds more value beyond the traditional service quality measures and allows the marketer to understand the nature of the stressors (with a specific focus on which is going right and which is going wrong) in the service delivery and allow him/her to take remedial actions.

Originality/value

The originality of the study is in the creation of a new scale to measure personal service stress and uncovering its underlying dimensions.

Details

European Journal of Marketing, vol. 54 no. 10
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 15 August 2016

Sreejesh S., Abhigyan Sarkar and Subhadip Roy

The purpose of this study was to conceptualize consumer’s luxury brand aspiration and develop a psychometrically reliable scale to measure the construct. This study aims…

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Abstract

Purpose

The purpose of this study was to conceptualize consumer’s luxury brand aspiration and develop a psychometrically reliable scale to measure the construct. This study aims to extend the existing research in luxury branding domain through validating a scale to measure consumer’s luxury brand aspiration.

Design/methodology/approach

Initially, the dimensions of consumer’s luxury brand aspiration were identified through prior literature review and qualitative investigations. This was followed by a series of scale development studies suggested by Churchill (1979).

Findings

The results supported that the second-order measure of consumer’s luxury brand aspiration consist of four related first-order dimensions, namely, identity signaling, social recognition, self-esteem and achievement signaling. Luxury brand aspiration was found to have direct positive influences on brand commitment and brand attachment. Brand commitment and attachment in turn significantly influence intention to pay price premium.

Originality/value

Value of this research article lies in validating a scale to measure individual’s luxury brand aspiration for the first time in branding literature.

Details

Journal of Product & Brand Management, vol. 25 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 20 February 2018

Subhadip Roy

This study aims to investigate the relevance of customer experience quality (EXQ) across three different aspects. It compares the effect of EXQ on customer attitudes for…

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4347

Abstract

Purpose

This study aims to investigate the relevance of customer experience quality (EXQ) across three different aspects. It compares the effect of EXQ on customer attitudes for hedonic vs utilitarian services; regular vs new customers; and new customers if they revisit or become regular customers.

Design/methodology/approach

The study uses a survey design with structured questionnaires and established scales. Part of the data is collected using a longitudinal survey. Factor analysis and structural equation modeling are used as analytical techniques.

Findings

Major findings indicate a stronger effect of EXQ on consumer attitudes for a hedonic service. The effect of EXQ is found to be different on attitude variables for new and existing customers. A temporal change is observed for the new customers when they become regular.

Research limitations/implications

The findings emphasize on the differential effect of EXQ depending on the service type and customer type. The findings also support the temporal nature of customer experience.

Practical implications

The findings emphasize on the role of customer experience in retaining customers. The findings further imply that a service provider should consider the effect of experience both during and post-consumption for better service delivery and growth.

Originality/value

The novelty of the study lies in the comparison of the effects of experience across different service types. In addition, longitudinal exploration of changing effects of customer experience is tested for the first time as per the author’s knowledge.

Details

Journal of Services Marketing, vol. 32 no. 4
Type: Research Article
ISSN: 0887-6045

Keywords

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