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Article
Publication date: 13 September 2021

Anees Ahmad, Swapnarag Swain, Pankaj Kumar Singh, Rambalak Yadav and Gyan Prakash

This study aims to examine the relationship between brand personality and customer-based brand equity (CBBE) by investigating the mediating role of consumer-brand relationship…

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Abstract

Purpose

This study aims to examine the relationship between brand personality and customer-based brand equity (CBBE) by investigating the mediating role of consumer-brand relationship (CBR), which is represented through three variables, namely, brand trust, attachment and commitment.

Design/methodology/approach

This study adopts a cross-sectional descriptive research design. It included a mix of symbolic and utilitarian brands, namely, Pepsi and Sprite (soft drinks), Levi’s and Peter England (clothing), Pantene and Head and Shoulders (shampoos) based on their greater familiarity among Indian consumers. Primary data were gathered from 612 respondents through a self-administered online questionnaire survey approach. Structural equation modeling was performed to analyze data and validate the research model.

Findings

The present study establishes both direct, as well as the indirect linkage between brand personality and CBBE. Results also suggest a partial mediating role of the variables representing CBR while linking brand personality to CBBE.

Originality/value

The present study makes two contributions. First, it advances existing literature on brand personality and brand equity by establishing the mediating role of the CBR while linking brand personality to CBBE. Second, it establishes the importance of both the trust and attachment-based commitment mediator model of CBR influencing CBBE, which has not been addressed by prior studies.

Details

Journal of Indian Business Research, vol. 13 no. 4
Type: Research Article
ISSN: 1755-4195

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Article
Publication date: 18 February 2025

Mahanish Panda, Munshi Maksud Hossain, Roma Puri and Anees Ahmad

Artificial intelligence (AI) has transformed various sectors, including automotive, finance, media, travel and retail by leveraging new-age technologies. Education, banking…

4

Abstract

Purpose

Artificial intelligence (AI) has transformed various sectors, including automotive, finance, media, travel and retail by leveraging new-age technologies. Education, banking, health care, social policy and regulation, within the public sector have witnessed significant AI applications and substantial benefits. The importance of AI in the public sector includes enhanced efficiency, improved decision-making, cost savings, citizen-centric services, etc. Despite these advancements, a mindful discussion on the societal impact of AI in the public sector demands comprehension regarding its subjugation. Therefore, this study aims to analyze the role of AI in transforming the public sector using a bibliometric analysis of recent trends and challenges.

Design/methodology/approach

This study has used bibliometric analysis to trace the intellectual patterns of previous research. It comprises 231 articles from 2000 to 2024 from Scopus through the Scientific Procedures and Rationales for Systematic Literature Reviews protocol. This protocol has adopted a three-step process for identifying articles, i.e. assembling, arranging and assessing.

Findings

The publication trend shows an upward trajectory since 2017, whereas network visualization protrudes with the recent trends and thematic expressions, namely, Global AI ethics and policy challenges in public sectors, AI adoption and governance in public sector, challenges and opportunities of implementing AI in public administration and AI’s role in economic and public transformation.

Research limitations/implications

The findings suggest AI adoption in the public sector enhances transparency and efficiency but demands ethical guidelines, legal frameworks and stakeholder governance to address challenges such as data privacy, algorithmic bias and public trust. Policies should promote responsible AI use, balancing innovation with accountability to improve public service delivery and uphold democratic values.

Originality/value

This paper enhances the limited literature on the integration of AI in the public sector, focusing on emerging themes and trending topics with future research directions to furnish a holistic perspective. It aims to guide researchers and policymakers in exploring areas for further investigation in this domain.

Details

Digital Policy, Regulation and Governance, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2398-5038

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Article
Publication date: 27 January 2021

Pankaj Singh, Anees Ahmad, Gyan Prakash and Prabhat Kumar Singh Kushwah

The purpose of this paper is to take the neglected influencing factors in brand alliance research into account based on consumer characteristics theory and discuss the influencing…

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Abstract

Purpose

The purpose of this paper is to take the neglected influencing factors in brand alliance research into account based on consumer characteristics theory and discuss the influencing factors' interactive effects on brand alliance.

Design/methodology/approach

Based on the theory of consumer characteristics and the S&R model of brand alliance, an experimental design was conducted to examine the relationship among the various variables and moderators, which can test the changes of the dependent variables by controlling and manipulating one or more single variables. The sample includes 400 college students.

Findings

The results demonstrate that brand knowledge positively moderates the relationship between brand equity and consumer brand alliance, but not significantly affect the relationship between alliance evaluation and joint fit; in contrast, product involvement individually plays a positive moderating role on the relationship between joint fit, brand equity and consumer brand alliance evaluation.

Originality/value

Two consumer characteristic, brand knowledge and product involvement moderate the relationship between brand equity, joint fit and consumer brand alliance evaluation. Several empirical studies on brand alliance have documented mostly positive effects of brand alliance on consumer brand evaluations. Two important consumer characteristics' effect on brand alliance evaluation, brand knowledge and product involvement, were testified to expand the scope of influential factors of brand alliance evaluation on the basis of consumers' characteristic theory.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 8
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 24 September 2021

Neeraj Kumar, Pooja Choudhary, Anees Ahmad, Swapnarag Swain and Pankaj Kumar Singh

The purpose of this study is to identify the factors affecting the quality of technical education in a developing nation, India.

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Abstract

Purpose

The purpose of this study is to identify the factors affecting the quality of technical education in a developing nation, India.

Design/methodology/approach

Participants were 465 students and 310 faculty members who were randomly chosen from a total of 31 institutions/colleges/universities providing engineering education in Punjab state of India. The factor structures were obtained by applying factor analysis.

Findings

The result of this research reveals ten factors determining the quality of technical education, such as teaching practices, infrastructural facilities, industry–institute linkage, faculty's qualification, reputation of the institute, procedural simplification, administrative staff services, access and equity, financial burden of the course and work culture. Moreover, the research results also reveal eight factors affecting the quality of technical education, namely, institutional standards, institutional support, teaching environment, teaching practices, performance-linked promotion, work culture, academic freedom and administrative services in this order of preference are essential for the delivery of quality in technical education.

Originality/value

This study is the first attempt to examine the factor structure of technical education quality from both the perspectives of students and faculty. The implications of this study are expected to help the management of technical education institutes, regulatory agencies and the government in devising strategies to enhance the quality of technical education in India.

Details

Journal of Applied Research in Higher Education, vol. 14 no. 4
Type: Research Article
ISSN: 2050-7003

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Available. Open Access. Open Access
Article
Publication date: 11 July 2023

Gyan Prakash, Pankaj Kumar Singh, Anees Ahmad and Gaurav Kumar

The customers are demanding the products which are not only healthy but also clean and environment friendly i.e. call for sustainable consumption products. Therefore, this study…

7362

Abstract

Purpose

The customers are demanding the products which are not only healthy but also clean and environment friendly i.e. call for sustainable consumption products. Therefore, this study aims to identify the important drivers of organic food purchase intention.

Design/methodology/approach

A cross-sectional research design involving the collection of primary data from 234 respondents was adopted in this study. Responses were gathered from the consumers of organic food representative of the Indian population. Structural equation modelling was applied to analyze data and validate the research model.

Findings

The findings of the study would help practitioners understand the factors leading to the purchase intention of organic food products in a growing consumer market. This knowledge would help them devise marketing and communication strategies to increase the consumption of organic food products.

Originality/value

The present study advances existing literature on organic food consumption by extending the theory of planned behaviour with factors, namely, environmental concern, convenience and trust, and establishing their role in developing the purchase intention for organic food products.

Objetivo

Los consumidores demandan productos no sólo saludables, sino también limpios y respetuosos con el medio ambiente, es decir, productos de consumo sostenible. Por lo tanto, este estudio pretende identificar los principales factores que influyen en la intención de compra de alimentos ecológicos.

Metodología

En este estudio se adoptó un diseño de investigación transversal que incluía la recogida de datos primarios de 234 encuestados. Las respuestas procedían de consumidores de alimentos ecológicos representativos de la población india. Se aplicó un modelo de ecuaciones estructurales para analizar los datos y validar el modelo de investigación.

Resultados

Las conclusiones del estudio ayudarán a los profesionales a comprender los factores que conducen a la intención de compra de productos alimentarios ecológicos en un mercado de consumidores en crecimiento. Este conocimiento les ayudaría a diseñar estrategias de marketing y comunicación para aumentar el consumo de alimentos ecológicos.

Originalidad

El presente estudio avanza la literatura existente sobre el consumo de alimentos orgánicos mediante la ampliación de la TPB con factores, a saber, la preocupación por el medio ambiente, la conveniencia y la confianza, y el establecimiento de su papel en el desarrollo de la intención de compra de productos alimenticios orgánicos.

目的

顾客要求的产品不仅是健康的, 而且是清洁和环保的, 即呼吁可持续消费产品。因此, 本研究旨在确定有机食品购买意向的重要驱动因素。

研究方法

本研究采用横断面研究设计, 从234名受访者中收集原始数据。受访者的回答来自于代表印度人口的有机食品消费者。采用结构方程模型来分析数据并验证研究模型。

研究结果

本研究的结果将有助于从业者了解在不断增长的消费市场中导致有机食品购买意向的因素。这些知识将帮助他们制定营销和沟通策略, 以增加有机食品的消费。

原创性

本研究通过扩展TPB的因素, 即环境关注、便利性和信任, 并确定它们在发展有机食品购买意向中的作用, 从而推进了现有的关于有机食品消费的文献。

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Article
Publication date: 15 March 2018

Nosheen Fatima Warraich, Amara Malik and Kanwal Ameen

Public library’s core function is to meet the changing needs of challenging users by providing access to library collection and services. This study aims to explore the current…

405

Abstract

Purpose

Public library’s core function is to meet the changing needs of challenging users by providing access to library collection and services. This study aims to explore the current status of public libraries’ collection, services, users, staff, physical facilities and IT infrastructure in Punjab, the most populous province of Pakistan. It further investigates the problems faced by these public libraries and puts forward practical solution.

Design/methodology/approach

This is a quantitative study based on questionnaire survey. A semi-structured questionnaire was designed to collect data. In total, 21 Library and Information Science graduates were employed to ensure the physical visit of all 176 public libraries in 36 districts of the province.

Findings

The findings revealed that with a few exceptions, public libraries were mostly in a poor condition. Absence of professional staff, out-dated collections, dilapidated library buildings and lack of IT infrastructure were the major issues prevailing in the libraries. Furthermore, little interest of political leadership and higher authorities is observed in the development of public library system.

Practical implications

This data will be helpful for policy and decision makers to plan and develop human resources, physical facilities and IT infrastructure in libraries. Findings may facilitate higher authorities for designing better services and strengthening public library system in the province.

Originality/value

This is a baseline study on public libraries’ status in the province. It aims to fill the gap by identifying total number of existing public libraries and exploring their current status along with the problems faced by these libraries.

Details

Global Knowledge, Memory and Communication, vol. 67 no. 4/5
Type: Research Article
ISSN: 0024-2535

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Article
Publication date: 3 November 2023

Abrar Ali Saiyed, Ateeque Shaikh and Suruchika Gupta

The primary aim of this study is to gain insight into the entrepreneurial marketing strategy (EMS) decisions made by microenterprises in the craft sector and draw comparisons…

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Abstract

Purpose

The primary aim of this study is to gain insight into the entrepreneurial marketing strategy (EMS) decisions made by microenterprises in the craft sector and draw comparisons between the marketing strategy formulation and implementation of conventional businesses and those of craft-based microenterprises with a specific focus on the context of emerging markets, particularly India.

Design/methodology/approach

This paper follows a qualitative interpretivist paradigm using a multiple-case methodology approach. It tracks craft-based microenterprises that make furniture or home décor products in India. The study participants were the founders, principal designers, studio managers or craftspersons.

Findings

This study’s findings reveal that craft-based microenterprises implement an EMS that adopts a hybrid form of market orientation strategy. In this approach, the product or creative concept is at the centre of the decision-making, and the customer needs are factored in at a later stage for customisation. These microenterprises prioritise product positioning over segmentation and targeting strategies.

Research limitations/implications

This study tries to understand marketing strategy decision-making processes among craft-based microenterprises in India. Given that study participants came from only two-product-based craft businesses, this limits the generalisability of the findings to similar or related contexts. This study provides a framework and methodology for replication in other contexts and industries to formulate a nuanced understanding of micro, context-specific, craft-based businesses.

Originality/value

This study uses qualitative analysis to understand EMS in craft-based businesses in India. This study contributes to this fledgling stream of literature at the interface of marketing and entrepreneurship to understand entrepreneurial marketing. This study analyses the marketing strategy of craft-based businesses using the framework of Morgan et al. (2019).

Details

Journal of Research in Marketing and Entrepreneurship, vol. 26 no. 2
Type: Research Article
ISSN: 1471-5201

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Book part
Publication date: 20 November 2024

Debasish Nandy

Pakistan and Afghanistan have long been suffering from a food crisis. Due to the acute fiscal crisis since 2021, both countries are in search of a way out of this economic…

Abstract

Pakistan and Afghanistan have long been suffering from a food crisis. Due to the acute fiscal crisis since 2021, both countries are in search of a way out of this economic hardship. Issues such as lack of industrialization, ethnic conflicts, political violence, terrorism, corruption, misgovernance, arms trafficking, drug trafficking and human trafficking, poverty, illiteracy, and overdependency on foreign aid are common in both countries. Pakistan has an additional feature of military involvement in politics and the decision-making process. Due to wrong governmental policy, corruption, lack of agriculture, or food security policy, food security is a fundamental issue for both the countries. Foreign currency reserves in Pakistan are currently depleted, and international funding agencies are not interested in sanctioning additional loans. The economic profile of the country has declined due to terror financing. Millions of people in Pakistan are experiencing food crisis, with starvation becoming more common. The government has no adequate money to import food grains from overseas. Since August 2021, the foreign-aid-dependent Afghan economy has been facing severe crisis . After the Taliban took over the administration of Afghanistan for the second time, foreign donors stopped all types of assistance, thereby intensifying the food crisis. Due to the shortage of water, modern irrigation systems, droughts, and modern agriculture equipment, Afghanistan is unable to produce adequate food. This chapter intends to investigate the causes and consequences of food security in Pakistan and Afghanistan through the content analysis method.

Details

Growth, Poverty and Developmental Aspects of Agriculture
Type: Book
ISBN: 978-1-83608-077-0

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Book part
Publication date: 29 May 2023

Debarshi Mukherjee, Ranjit Debnath, Subhayan Chakraborty, Lokesh Kumar Jena and Khandakar Kamrul Hasan

Budget hotels are becoming an emerging industry for convenience and affordability, where consumer sentiments are of paramount importance. Tourism has become increasingly dependent…

Abstract

Budget hotels are becoming an emerging industry for convenience and affordability, where consumer sentiments are of paramount importance. Tourism has become increasingly dependent on social media and online platforms to gather travel-related information, purchase travel products, food, lodging, etc., and share views and experiences. The user-generated data helps companies make informed decisions through predictive and behavioural analytics.

Design/Methodology/Approach: This study uses text mining, deep learning, and machine learning techniques for data collection and sentiment analysis based on 117,151 online reviews of the customers posted on the TripAdvisor website from May 2004 to May 2019 from 197 hotels of five prominent budget hotel groups spread across India using Feedforward Neural Network along with Keras package and Softmax activation function.

Findings: The word-of-mouth turns into electronic word-of-mouth through social networking sites, with easy access to information that enables customers to pick a budget hotel. We identified 20 widely used words that most customers use in their reviews, which can help managers optimise operational efficiency by boosting consumer acceptability, satisfaction, positive experiences, and overcoming negative consumer perceptions.

Practical Implications: The analysis of the review patterns is based on real-time data, which is helpful to understand the customer’s requirements, particularly for budget hotels.

Originality/Value: We analysed TripAdvisor reviews posted over the last 16 years, excluding the Corona period due to industry crises. The findings reverberate in consonance with the performance improvement theory, which states feed-forward a neural network enhances organisational, process, and individual-level performance in the hospitality industry based on customer reviews.

Details

Smart Analytics, Artificial Intelligence and Sustainable Performance Management in a Global Digitalised Economy
Type: Book
ISBN: 978-1-80382-555-7

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Article
Publication date: 17 September 2018

Khalid Rashid and Anees Khadom

The purpose of this study is to investigate the corrosion inhibition of mild steel alloy in 2 M H3PO4 solution by the pomegranate peel extract as a friendly inhibitor was studied…

121

Abstract

Purpose

The purpose of this study is to investigate the corrosion inhibition of mild steel alloy in 2 M H3PO4 solution by the pomegranate peel extract as a friendly inhibitor was studied at various temperatures, inhibitor concentrations and immersion times.

Design/methodology/approach

A weight loss method was used to evaluate the corrosion rate. The experimental Taguchi design method was used for the distribution of experiments. The experimental design gave results which were impossible to show graphically. However, this problem was solved effectively with the aid of regression analysis.

Findings

Corrosion rate increased with temperature according to Arrhenius equation. It was found that the efficiency of inhibition was increased with an increase in the concentration of inhibitor and immersion time. However, this diminishes with increased temperature. According to Langmuir isotherm, the inhibitor was adsorbed physically on steel surface. The negative sign of estimated heat of adsorption suggests a stable spontaneous inhibition process. Combination of mathematical and statistical analysis was proposed to demonstrate the results of corrosion rate with high correlation coefficients. In addition, Fourier transform infrared spectrometer examinations confirmed that the organic inhibitor consists of phenolic components as main materials.

Originality/value

Using unconventional approach for evaluation of environmentally friendly inhibitor for corrosion of mild steel in phosphoric acid solution.

Details

Anti-Corrosion Methods and Materials, vol. 65 no. 5
Type: Research Article
ISSN: 0003-5599

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