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Healthcare is traditionally considered an indispensable service in both personal and social points of views. In this regard, healthcare-seeking behaviour is driven by utilitarian orientation, given its existential value. But this trend is changing, as the propensity to avail (un)necessary healthcare services is burgeoning with changing lifestyle and practices. From the supply point of view, the market appears to be relentless in enforcing propensity to seek healthcare. The service providers, generally, create unnecessary needs and aspirations, taking undue advantage of the prospects’ over-conscious health concerns and overzealous longing for wellness. This study aims to find whether utilitarianism or hedonism is the prominent paradigm of healthcare-seeking behaviour in the onset of changing preferences and lifestyles and supply-driven market forces.

The study followed an empirical approach to accomplish the aim of research. Subjects for the study constitute sample respondents in the age of 18-60 years, who were identified on inspection. A structured questionnaire, drawn upon literature, was used to elicit information.

The study offered new insight into the basic psychological motive for healthcare-seeking. The results have empirically validated the pre-eminence of a hedonic attribute of consumer behaviour in healthcare-seeking.

The outcome of the study has implications for healthcare providers to tailor-make their future products and services and for governing bodies to design suitable policy guidelines.

The study explores the emerging trends in health-seeking behaviour.

The purpose of this paper is to examine the structural relationship between web site personality, utilitarian web browsing, hedonic web browsing and online impulse buying of tourism products.

A total of 405 valid online questionnaires were collected to empirically test the measurement and structural model using partial least square path modelling approach, a variance-based structural equation modelling technique. The study sample includes experienced online shoppers who performed shopping tourism products and services via internet medium.

The results imply that web site personality is a second-order reflective construct comprising solidity, enthusiasm, genuineness, sophistication and unpleasantness. web site personality positively influences utilitarian web browsing, hedonic web browsing and online impulse buying; and both hedonic web browsing and utilitarian web browsing positively influence online impulse buying.

Online impulse buying of tourism products has not been profoundly explored in current literature, despite its important implication for managers, academicians and consumers alike. This study contributes to the field of e-commerce marketing, retailing and e-tourism research.

An argument for the importance of unconscious processes is emerging across social science literatures (Petty et al.; Uleman). The purpose of this study is to investigate the role of implicit attitudes on the formation of digital piracy desires and behavioral intentions. If implicit attitudes are found to contribute to consumer digital piracy intentions, then marketers face an additional challenge in developing effective strategies and appeals designed to attenuate the practice.

The study captures both indirect and direct measures of implicit attitudes to test the research model. A total of 285 respondents provided data in a controlled lab setting for purposes of structural equation analyses.

The results first contribute to growing evidence generally supporting the importance of attitudinal influences in the formation of digital piracy intentions. The reported study further suggests the necessity of including implicit attitudinal considerations in explanatory models of these behaviors, particularly attitudinal explanatory models. Specifically, marketers attempting to manage DP should consider implicit attitudes in explanatory models of DP intention formation in addition to traditional self‐report measures of attitudes.

The study presents the first known empirical evidence supporting the contribution of implicit attitudes to digital piracy desires. Considering implicit influences in this process offers the promise of increasing our understanding of how digital piracy behaviors form, which can offer insights into how to more effectively attenuate the practice.

The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to understand the role of the symbolic value of wine and its relationship to the product purchase intention.

The study is based on a survey of 269 wine consumers from Brazil. The basic theoretical framework includes three latent constructs (symbolic value, consumer attitude and product-norm experience) and three moderators (consumer involvement, willingness to pay and consumer preference). Relations between these are analyzed using the confirmatory factor analysis (CFA) and the moderated mediation analyses using Haye’s process.

This research identified that the symbolic value is totally mediated by consumers’ attitudes and product-norm experiences. However, such a relationship occurs directly for consumers with higher involvement with the product, higher willingness to pay, and who assume that wine is their preferred alcoholic beverage.

One of the contributions is to emphasize the symbolic value of wine and highlight how the relationship with different factors can interfere and explain consumer purchase intention and can influence the strategies, actions and investments of companies in the sector.

The purpose of this paper is to validate the conceptual model that presents the determinants of Tier 2 consumer’s online shopping attitude and the interrelationships among the constructs across the three Tier 2 cities in India.

The paper uses survey-based data from three Tier 2 cities of North India – Kota, Agra and Jalandhar and uses a combination of statistical techniques to assess psychometric properties of the scales and conduct the measurement and structural invariance.

The findings of the paper reveals that technology readiness, consumer innovativeness, fondness for branded products and perceived brand unavailability act as determinants of online shopping attitude and there is a positive relationship between online shopping attitude and online purchase intention among Tier 2 consumers in India while perceived offline hedonic value do not have any significant impact.

Future researchers can use this model with additional confidence given its cross-segment robustness.

Online marketers can use the antecedents identified in this study to develop and encourage positive online shopping attitude in small town India.

This research paper is the first one that investigated online shopping attitudes of Indian Tier 2 consumers. Importantly, it validated the determinants of online shopping attitude among Tier 2 consumers. National and international e-tailers aiming to develop and expand their operations to India now have the critical empirical verification concerned with the determinants of online shopping attitude and behaviour in India which would be meaningful to develop a sound marketing strategy.

The purpose of this study is to advance marketers' understanding of customer‐based brand equity (CBBE) within the context of a B2B financial service marketing setting.

Two nation‐wide studies were used to investigate whether brands are in fact differentiated in the minds of the target audience; test two competing explanations of the formation of CBBE using structural equation analyses; and reconcile satisfaction and CBBE theories within a single theoretical model.

The results suggest that these customers do differentiate brands, and that Netemeyer et al.'s model of CBBE is generally supported. In addition, the extended model of CBBE proposed herein explains more variance in loyalty intentions, while simultaneously demonstrating the importance of customer satisfaction in CBBE models, and incorporates customer attitudes into conceptualization of CBBE.

First, the current research focuses specifically on CBBE. Second, the reported MDS results are exploratory in nature and must be interpreted with caution.

The results will help financial service marketers measure CBBE as well as relate brand power to customer satisfaction and customer attitude measurement through implementing the proposed framework in their own competitive setting.

The two nation‐wide studies reported herein enhance our understanding of CBBE and its relationship to customer attitudes and satisfaction research within a single theoretical model, as well as identifying the influential roles of both hedonic and utilitarian forms of brand attitudes in the formation of CBBE.

The purpose of this study is to explore the behavioral intention of the employees to adopt artificial intelligence (AI) integrated customer relationship management (CRM) system in Indian organizations.

To identify the factors impacting the behavioral intention of the employees to adopt AI integrated CRM system in Indian organizations helps of literature review and theories have been taken. Thereafter, some hypotheses have been formulated followed by the development of a theoretical model conceptually. The model has been tested statistically for validation using a survey by considering 308 usable respondents.

The results of this study show that perceived usefulness and perceived ease of use directly impact the behavioral intention of the employees to adopt an AI integrated CRM system in organizations. Also, these two exogenous factors impact the behavioral intention of the employees to adopt an AI integrated CRM system mediating through two intermediate variables such as utilitarian attitude (UTA) and hedonic attitude (HEA). The proposed model has achieved predictive power of 67%.

By the help of the technology acceptance model and motivational theory, the predictors of behavioral intention to adopt AI integrated CRM systems in organizations were identified. The effectiveness of the model was strengthened by the consideration of two employee-centric attitudinal attributes such as UTA and HEA, which is claimed to have provided contributions to the extant literature. The proposed theoretical model claims a special theoretical contribution as no extant literature considered the effects of leadership support as a moderator for the adoption of an AI integrated CRM system in Indian organizations.

The model implies that the employees using AI integrated CRM system in organizations must be made aware of the usefulness of the system and the employees must not face any complexity to use the system. For this, the managers of the concerned organizations must create a conducive atmosphere congenial for the employees to use the AI integrated CRM system in the organizations.

Studies covering exploration of the adoption of AI integrated CRM systems in Indian organizations are found to be in a rudimentary stage and in that respect, this study claims to have possessed its uniqueness.

Purpose – This chapter provides a critical review of the emerging field of consumer experience and experiential marketing.Design/methodology/approach – We review definitions, perspectives, and key research areas on the topics of consumer experience, product and service experiences, off-line and online experiences, as well as consumption and brand experiences. We report empirical findings, seminal studies, and insight into the experience process (e.g., how consumers process experiential attributes, how they process experiences over time, and whether positive and negative experiences can co-occur). We present research on experiential dimensions, experiential themes, and the nature of extraordinary experiences.Value/originality – The chapter provides value by discussing the key measurement and marketing management issues of experiential marketing and discusses the original issue whether it is rational for consumers to include experiences in their decision making.

While many companies begin to promote ethically produced products, much remains to be known about consumers' buying intention toward these products. This paper attempts to integrate the theory of planned behavior and the Hunt–Vitell theory of marketing ethics to explore the buying intention toward ethically produced food products in a developing economy.

Data were collected through a questionnaire survey in Bangladesh. Structural equation modeling technique was used to test the research model.

Research findings showed that deontological evaluation and teleological evaluation have significantly positive effects on perceived behavioral control and subjective norm. Perceived behavioral control, subjective norm, attitude, hedonic and utilitarian value have significantly positive effects on buying intention toward ethically produced foods.

The results are practically and theoretically meaningful because the integrated model holds well explanatory power to predict consumers' intention toward buying ethical foods and thereby understand consumers' ethical decision-makings.

The so-called vividness effect, painting a verbal picture to an audience and a key element of charismatic rhetoric, provides opportunities to make corporate communication more persuasive. The article seeks to provide evidence regarding: (1) the presence of the effect in written, international business communication and (2) whether vivid communication by top-level executives affects perception of their communication effectiveness.

The article employs a qualitative, exploratory setting (focus groups) to examine the attitude of participants towards vivid communication of top-executives. The article also employs a computer-aided-content-analysis (CATA) in two of the most important stock indices (Deutsche Aktienindex and Dow Jones) from 2011 to 2015 to locate the presence of the rhetorical style in annual reports. Lastly, the article studies via a quasi-experimental approach whether this type of communication is perceived differently on the dimensions of communication effectiveness by Segars and Kohut (2001) using unique 485 responses from recruited US-citizens.

The article reveals empirically that companies make use of this type of communication across stock indices. The results of the conformational, quasi-experimental study (Study 3) suggests that vividness is perceived differently by an audience. Therefore, positive attributional effects are not univocally related to communication effectiveness but to the dimensions responsibility and customer commitment. The participants also attribute other desirable characteristics towards the speaker, thereby providing evidence for a partial positive effect of vividness on communication effectiveness.

The article employs an established measure of communication effectiveness and combines it with a key communication style from academia and industry. In addition, the article combines several methods to examine the construct (mixed-models).