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Article
Publication date: 7 February 2020

Raksha R. Deshbhag and Bijuna C. Mohan

The purpose of this study is to determine the influence of celebrity credibility (trustworthiness, attractiveness and expertise) on risk perception and buying intention of Indian…

2267

Abstract

Purpose

The purpose of this study is to determine the influence of celebrity credibility (trustworthiness, attractiveness and expertise) on risk perception and buying intention of Indian fast moving consumer goods (FMCG) consumers.

Design/methodology/approach

The present study adopted the survey method to know the influence of celebrity credibility dimensions on the perceived risk and purchase intentions of Indian FMCG consumers. This study has performed a survey on 250 respondents using the self-administered questionnaire consisting of 18 measurement scales.

Findings

The major findings of this study indicate celebrity trust and celebrity expertise are the most important dimensions of celebrity to influence the risk perceptions of Indian FMCG consumers. The risk perceptions positively influence the purchase intentions of Indian FMCG consumers.

Research limitations/implications

This study was limited to the Indian context, but theoretical contributions in terms of justifying the relationship linking variables, which might affect success, as well as the failure of celebrity endorsements.

Practical implications

The research findings can assist the practitioners in selecting the right celebrity endorser as a spokesperson for promoting Indian FMCG brands based on three dimensions of celebrity credibility (trust, expertise and attractiveness).

Originality/value

The study has proposed and tested the new theoretical model considering the celebrity trust, celebrity expertise and celebrity attractiveness as the affective responses from the buyers of FMCG. Perceived risk is mainly cognitive responses influenced through celebrity credible sources. The study attempted to investigate the impact of both affective and cognitive responses on the purchase intentions of Indian FMCG consumers.

Details

Journal of Indian Business Research, vol. 12 no. 1
Type: Research Article
ISSN: 1755-4195

Keywords

Article
Publication date: 6 February 2017

Y.L.R. Moorthi and Bijuna C. Mohan

The purpose of this paper is to relate the customer value proposition offered by a bank with its structure of ownership.

1640

Abstract

Purpose

The purpose of this paper is to relate the customer value proposition offered by a bank with its structure of ownership.

Design/methodology/approach

The study adopted a combination of exploratory and descriptive approaches. The attitudes and opinions of bank customers were gauged through a survey. Based on literature, a pool of items was identified to measure the construct of value proposition. It was hypothesized that different types of banks in India are chosen for different benefits offered by them. The relationship between value proposition and its constituent variables functional, emotional and self-expressive benefits was analyzed using multiple regression.

Findings

Results prove that while self-expressive benefits drive the choice of foreign banks (FBs), functional benefits are important for all types of banks.

Research limitations/implications

The research intends to study only the perceptions of customers having an account in Indian public sector banks, private sector banks or FBs.

Practical implications

The study helps to relate the type of bank (public, private or foreign) a customer chooses, with the value proposition it offers. Using this study, banks can configure the value proposition that is appropriate for their target segment.

Originality/value

The paper examines the value proposition offered by the three different types of banks (public, private and foreign) empirically. It links bank choice of the customer to the benefit assortment offered by different types of banks.

Details

International Journal of Bank Marketing, vol. 35 no. 1
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 13 March 2017

S. Shamal and Bijuna C. Mohan

The purpose of the conceptual paper was to identify diverse factors that had an impact on the purchase decision of fortified foods and beverages (FFB), and the specific aim was to…

1083

Abstract

Purpose

The purpose of the conceptual paper was to identify diverse factors that had an impact on the purchase decision of fortified foods and beverages (FFB), and the specific aim was to critically review the role of consumer health consciousness and the labelling aspects of the acceptance of FFB.

Design/methodology/approach

The study was based on a systematic and extensive review of literature, which had been carried out by searching electronic databases focusing on the different factors influencing consumer acceptance of health foods from the year 1975 to 2016.

Findings

Based on the extensive review of literature, the study identified important factors that had influenced the consumer acceptance of FFB. Further, the study has proposed an integrated FFB acceptance model for the Indian health food market.

Research limitations/implications

The proposed conceptual model of consumer acceptance of FFB needs to be empirically tested. Therefore, researchers are encouraged to test the proposed propositions further.

Practical implications

The proposed consumer acceptance model can act as a guideline to the marketers to segment and position their food products successfully. Moreover, the study will also help the health policymakers to form and execute the required policies to augment the public health.

Originality/value

Given that there was a lack of information about buyers and non-buyers of functional/FFB in India, the research study can be taken as a starting point upon which other studies that investigate the attitudes and the purchasing behaviour of consumers of FFB can be built.

Details

Nutrition & Food Science, vol. 47 no. 2
Type: Research Article
ISSN: 0034-6659

Keywords

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