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Article
Publication date: 22 February 2020

Vinita Bhatia

This paper aims to investigate the motivating and dissuading factors, which develop consumers’ attitude towards permission based marketing.

Abstract

Purpose

This paper aims to investigate the motivating and dissuading factors, which develop consumers’ attitude towards permission based marketing.

Design/methodology/approach

A conceptual model is proposed and validated by following the various studies on mobile and email marketing. A survey of 325 respondents was conducted in the Mumbai city, out of which 271 survey questionnaires were deemed fit for analysis, representing 83.38 per cent response rate. The researcher has used structural equation modelling to test the causal relationships among the constructs.

Findings

The results of the study indicate that increase in personal relevant messages, perceived monetary incentives and perceived entertainment increases consumers’ attitude towards permission based marketing, whereas increase in perceived registration effort decreases consumers’ attitude towards permission based marketing. Furthermore, contrary to the existing literature, perceived consumer empowerment, perceived intrusiveness and perceived privacy issues have no significant relationship with the attitude towards permission marketing. The findings are based on a particular region in India, so it may be different from previous studies.

Research limitations/implications

The study uses a self-reported measure to collect the data through email, and a printed copy of the questionnaire was circulated. Also, the method of sample selection was not random. These two aspects could limit the generalizability of the results.

Practical implications

The research can assist the companies going for promotions through mobile and internet. It provides important findings, which can help them to formulate better promotional strategies.

Originality/value

Fewer research studies have been done to examine the motivating and dissuading factors developing consumers’ attitude towards permission based marketing, therefore, the present research is conducted. After intensely reviewing the available literature, the factors were carefully chosen.

Details

Journal of Research in Interactive Marketing, vol. 14 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

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Article
Publication date: 18 June 2018

Vinita Bhatia

This paper aims to investigate the factors affecting consumers’ attitude towards counterfeit fashion products and the relationship of consumers’ attitude towards…

Abstract

Purpose

This paper aims to investigate the factors affecting consumers’ attitude towards counterfeit fashion products and the relationship of consumers’ attitude towards counterfeit fashion products with purchase intention.

Design/methodology/approach

A conceptual model is proposed and validated by following the various studies on counterfeit products. A survey of 382 respondents was conducted in the Mumbai city. The researcher has used structural equation modelling to test the causal relationships among the constructs.

Findings

The results of the study indicate that value consciousness, materialism and social influence positively relate to consumers’ attitude towards counterfeit fashion products which eventually leads to purchase intention. Brand consciousness and perceived risk have no significant relationship with consumers’ attitude towards counterfeit fashion products. Low-income group consumers are value conscious and brand conscious and perceive a low risk which influences their attitude towards counterfeit fashion products.

Research limitations/implications

The study uses a self-reported measure to collect the data through email, and a printed copy of the questionnaire was circulated. Also, the method of sample selection was not random. These two aspects could limit the generalizability of the results.

Practical implications

The paper provides assistance to the manufacturers and the retailers of genuine brand products to formulate better marketing strategies for attracting new customers.

Originality/value

The study aims to investigate the factors affecting Indian consumers’ attitude towards counterfeit fashion products which is not much analysed. The factors were carefully chosen so as to meet the requirements of the study. Income is taken as a moderator for studying the relationship between factors and attitude towards counterfeit fashion products.

Details

Journal of Indian Business Research, vol. 10 no. 2
Type: Research Article
ISSN: 1755-4195

Keywords

Content available
Article
Publication date: 20 August 2018

Abstract

Details

Journal of Indian Business Research, vol. 10 no. 3
Type: Research Article
ISSN: 1755-4195

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