M. Elizabeth Haywood and Anubha Mishra
The purpose of this paper is to describe how brief exercises in introductory and advanced marketing courses can help business students achieve a broader understanding of what Big…
Abstract
Purpose
The purpose of this paper is to describe how brief exercises in introductory and advanced marketing courses can help business students achieve a broader understanding of what Big data and data analytics mean in the workplace. These short analytics problems fit into the culture that we are building at our institution to create analytics cases for courses within our business curriculum.
Design/methodology/approach
A database of 1,500 customer reviews for a fictitious sporting company was created. Two exercises based on text mining and sentiment analysis were developed to be tested in introductory and advanced marketing course. Students were introduced to the basic concepts used in data analysis and the creation of R code for extracting sentiment words was demonstrated. Students then used pivot tables to identify patterns in the given data set. Students in the introductory course completed a short exercise while the students in the advanced class developed a detailed memo.
Findings
Results suggest that students in the introductory course are significantly more aware of the use of data in the industry as well as methods to deal with Big data after completing the exercise as compared to their knowledge at the beginning of the exercise. Students in the advanced course are able to identify patterns, detect shortcoming and propose strategic plans based on their analysis of the data.
Originality/value
Proposed exercises in the study are developed with an aim to help business schools develop a culture supportive of analytics. The purpose of these exercises is to make students aware of the importance of Big data and analytics early on in their curriculum and reinforce their exposure in an advanced course.
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Sabrina Verena Helm, Uwe Renk and Anubha Mishra
The purpose of this paper is to identify how employees’ perceived congruity of their employers’ corporate brand with their own actual and ideal self may affect their brand…
Abstract
Purpose
The purpose of this paper is to identify how employees’ perceived congruity of their employers’ corporate brand with their own actual and ideal self may affect their brand identification (BI), brand pride (BP) and brand citizenship behavior (BCB).
Design/methodology/approach
This cross-sectional paper involved 283 employees in Germany who completed an online survey.
Findings
Congruity of the brand with employees’ actual self and with their ideal self has similar effects on employees’ BI. However, effects differ with respect to the other outcome variables. BP is only affected by congruity of the brand with the ideal self, whereas BCB is only affected by congruity of the brand with the actual self. Brand identity is positively related to BP and BCB; BP also affects BCB.
Research limitations/implications
Future studies could include different sources for evaluation of BI, BP and BCB; for temporally separate measurement of identification, pride and BCB; and for use of fictitious brands or experimental manipulations of pride to increase internal validity. The discrepant impacts of congruity of the brand with the actual self and the ideal self as detected in the paper could spark research interest in addressing motivations to increase self-esteem and self-consistency in a work context or in investigating specific mediators or moderators in the relationship between self-concept, (brand) identification and pride, as well as behaviors. Finally, research could address different kinds of pride, such as individual and collective forms of pride, as well as their interplay.
Practical implications
Managers should be aware of the different effects of a corporate brand’s fit with employees’ actual and ideal self, and also should note that BI seems essential in augmenting BP and brand-related behaviors. The paper develops implications for internal branding and HRM strategies regarding employee selection, promotion and retention. Findings also indicate that BP motivates BCB in line with current assumptions in research and practice on individual forms of pride.
Originality/value
This paper investigates employees’ perceptions of “their” brand’s fit with their actual and ideal self separately, and determines the differences in impact on BP and BCB, extending existing knowledge on drivers of brand-building behaviors. It also develops the concept of BP in the context of social identity theory and the need for distinction; it further provides initial empirical insights into the role of employees’ BP, including the development of a measure.
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Sherry L. Lotz, Mary Ann Eastlick, Anubha Mishra and Soyeon Shim
This paper aims to apply concepts from “flow” paradigm to examine factors contributing to participation in entertainment and shopping activities at, and future patronage intent…
Abstract
Purpose
This paper aims to apply concepts from “flow” paradigm to examine factors contributing to participation in entertainment and shopping activities at, and future patronage intent toward, entertainment shopping malls.
Design/methodology/approach
Data were collected from 342 consumers via mall intercepts conducted at two major entertainment shopping malls located in major metropolitan areas in the US states of Arizona and California. A self‐administered questionnaire was provided to subjects to complete while shopping at the mall. Data analysis was conducted using standard error of mean.
Findings
Supporting flow theory, results suggest that future mall patronage intention is most directly influenced by participation in mall entertainment activities followed by shopping activities. Entertainment and shopping participation are indirectly and positively influenced by patrons' intrinsic motivations, freedom of choice to patronize the mall, and perceptions of challenges and skills in participating in mall activities through their effects on mood states.
Research limitations/implications
Results demonstrated that mall patrons do experience “flow‐like” mood states which influence activity levels in pursuing both mall entertainment and shopping. A study limitation included the focus on one mood state which pointed toward a need to investigate other mood states of mall shoppers.
Originality/value
This paper examines four antecedents, derived from flow theory, that may influence entertainment mall patrons' flow‐type mood states which, in turn, may drive their participation in mall shopping and entertainment activities.
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This study aims to examine the effects of in-game advertisement congruity, interactivity and intrusiveness on gamers’ attitude towards advertising and purchase intention towards…
Abstract
Purpose
This study aims to examine the effects of in-game advertisement congruity, interactivity and intrusiveness on gamers’ attitude towards advertising and purchase intention towards advertised brands based on the stimulus-organism-response (SOR) model.
Design/methodology/approach
This study uses a structured online questionnaire to collect the data from 311 gamers aged between 18 and 35 years. This study examines mediation using bootstrapping.
Findings
This study authenticates the appropriateness of the SOR model in predicting the advertised brand purchase intentions. The results of this study indicated that attitude has a significant mediating role in the relationship of advertisement congruity, interactivity and intrusiveness with advertised brand purchase intentions. The results further revealed that this mediation was partial for all three relationships.
Practical implications
The outcomes of the study are expected to benefit researchers and scholars to identify future research directions and thereby extend current know-how on gamification in general and in-game advertising in particular. The study findings will hold significance for marketers, advertisers and media planners too. By bringing out specific allied issues connected with in-game advertising, this study will help these stakeholders to plan their marketing campaigns in an efficient manner leading to higher traction and return on investment.
Originality/value
This study provides a new perspective to comprehend the purchase intention of gamers for brands advertised in online games through mediation by applying the underpinnings of the SOR model.
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The purpose of this study is to examine the role of attitude as a mediator in exploring the Halal cosmetics purchase intention of Indian Muslim women. Various drivers of…
Abstract
Purpose
The purpose of this study is to examine the role of attitude as a mediator in exploring the Halal cosmetics purchase intention of Indian Muslim women. Various drivers of electronic word of mouth (eWOM) (quality, quantity, consistency and quantity) have been tested as antecedents of purchase intention through the lenses of the elaboration likelihood model (ELM).
Design/methodology/approach
The positivist paradigm approach has been used to test the proposed mediation model using structural equation modelling. Responses of 313 Indian Muslim women who read reviews shared on various social media platforms before making any halal cosmetics purchase intention have been used for the final analysis. Mediation was tested using bootstrapping.
Findings
The findings of the study revealed that attitude towards halal cosmetics mediates the relationships of various drivers of eWOM with halal cosmetics purchase intention. However, it was observed that this mediation was partial in the context of eWOM quality, eWOM valence and eWOM consistency. Furthermore, for eWOM quantity, the mediation effect was full as the direct impact of eWOM quality on halal cosmetics purchase intention was not significant but its indirect impact on the latter via attitude was found to be significant.
Research limitations/implications
This study adds to the marketing communication literature, especially in the context of eWOM. The study also validates ELM theory in explaining the attitude that shapes the halal cosmetics purchase intention, thus the current study enriches the ELM literature.
Practical implications
The current study offers several implications for halal cosmetics marketers. It offers various suggestions to them on how to capitalize on eWOM as it influences Indian Muslim women’s purchasing intention for halal cosmetics by shaping their attitude towards such cosmetics favourably.
Originality/value
With reference to halal cosmetics, the current study offers a new perspective by examining the purchasing intention for such cosmetics based on various drivers of eWOM. The attitude towards halal cosmetics as a mediator has helped in better explaining the purchase intention for halal cosmetics.
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Anubha Srivastava and Harjum Muharam
This study aims to examine the financial reporting quality during the International Financial Reporting Standards (IFRS) enforcement period in the emerging markets of India and…
Abstract
Purpose
This study aims to examine the financial reporting quality during the International Financial Reporting Standards (IFRS) enforcement period in the emerging markets of India and Indonesia by using Ohlson’s (1995) valuation model. The study further endeavors to compare the quality of the reporting environment and its impact on stock prices for both these emerging economies by using a price model during the IFRS conversion period.
Design/methodology/approach
This paper aspires to obtain insights about the value relevance of accounting information during the IFRS enforcement period for India and its Southeast Asian neighbor, Indonesia which is identical in terms of inclusive growth and development. In that context, 3,325 Indian (National Stock Exchange indexed) and 815 Indonesian (Indonesian stock exchange indexed) firm-year observations were examined by using Ohlson’s price valuation model for five years, representing the IFRS adherence period.
Findings
The findings of the paper insinuated that the value relevance of book values and earnings, both, have increased throughout the IFRS enforcement period for both economies. However, the investigation revealed that the incremental interpretive power of earnings is more substantial and evident during the IFRS adherence phase than book values which indicates investor’s inclination toward earnings management over book values.
Research limitations/implications
The findings may assist the regulators, investors, firms and standard setters of both economies in examining the effectiveness of financial reporting curriculums as it brings forth informational improvement in the financial market. This study also outstretches the discussion on the subject in other emerging nations where the market is imperfect with insufficient information, poor enforcement and limited regulations. This investigation has few limitations such as limited data and period, only two emerging economies and two control variables, thus provide scope for future research.
Social implications
This paper endeavors to investigate and compare the value relevance of accounting information during IFRS convergence period between India and Indonesia with an aim to assist in improved decision making for both, regulatory bodies and market participants in both the countries.
Originality/value
The key contribution of the study is to examine whether the accounting information is value relevant during the IFRS convergence period for the two fastest-growing economies in Asia, India and Indonesia and it is the first such empirical research to the best of the author’s knowledge. The study is an extended contribution to the modest research administered in developing nations.
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Shahzeb Hussain, Constantinos-Vasilios Priporas and Suyash Khaneja
Celebrity endorsers are usually considered to bring positive effects to associated nodes, such as brands and corporations. However, limited evidence suggests that brands and…
Abstract
Purpose
Celebrity endorsers are usually considered to bring positive effects to associated nodes, such as brands and corporations. However, limited evidence suggests that brands and corporations are equally responsible for affecting celebrities and their credibility. Drawing on associative network theory, this study explores the effects of brand credibility and corporate credibility on celebrity credibility, both directly and through the mediating and moderating effects of advertising credibility. The research addresses three main issues: (1) whether brand credibility, corporate credibility and advertising credibility have significant effects on celebrity credibility; (2) whether advertising credibility has a significant mediating effect on the effects of brand credibility and corporate credibility on celebrity credibility and (3) whether advertising credibility has a significant moderating effect on the effects of brand credibility and corporate credibility on celebrity credibility.
Design/methodology/approach
The study used a quantitative approach involving structural equation modelling. Data were collected from 675 participants from London and focussed on four leading international brands, corporations and celebrity endorsers.
Findings
The findings show that brand credibility and advertising credibility have positive direct effects on celebrity credibility; and that advertising credibility mediates the effects of both credibility constructs on celebrity credibility. Furthermore, moderating effects of advertising credibility are also found.
Practical implications
This study will help managers to understand the reverse effects, i.e. the effects of brand credibility and corporate credibility on celebrity credibility. They will be able to understand that a credible brand and corporation like a credible celebrity can also bring significant effects on the associated elements. This will help them to recruit celebrity endorsers who have historically earned their credibility from previous endorsements of credible brands and corporations. Further, these findings will help managers to understand that credibility of the brand and corporation can also affect the credibility of the associated advertising, resulting in having a significant effect on the credibility of the celebrity. This on the consumers’ side will enhance their preferences, attitudes and behaviours, while for the corporation, it will enhance their economic and commercial performance.
Originality/value
This is the first study in the literature, where a conceptual model based on the reverse effects of both credibility constructs on celebrity credibility is examined, directly and based on the moderating and mediating effects of advertising credibility. Hence, the contributions to the literature are threefold: first, the study examines the reverse effect of celebrity endorsement, whereby the credibility of a brand or corporation is transferred to a celebrity endorser; second, the study examines the mediating and moderating effects of advertising credibility on this reverse effect and finally, associative network theory is used to examine the importance of the model.
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Rahul Dhiman, Vimal Srivastava, Anubha Srivastava, Rajni and Aakanksha Uppal
Systematic literature review (SLR) papers have gained significant importance during the last years as many reputed journals have asked for literature review submissions from the…
Abstract
Systematic literature review (SLR) papers have gained significant importance during the last years as many reputed journals have asked for literature review submissions from the authors. However, at the same time, authors are experiencing a high number of desk rejections because of a lack of quality and its contribution to the existing body of knowledge. Therefore, the purpose of this paper is to offer guidance to researchers who intend to communicate SLR papers in top-rated journals. We attempt to offer a guide to buddy researchers who plan to write SLR papers. This purpose is achieved by clearly stating how the traditional review method is different from SLR, when and how can each type of literature review method be used, writing effective motivation of a review paper and finally how to synthesize the available literature. We have also presented a few suggestions for writing an impactful SLR in the last. Overall, this chapter serves as a guide to various aspirants of SLR paper to understand the prerequisites of an SLR paper and offers deep insights to bring in more clarity before writing an SLR paper, thereby reducing the chances of desk rejection.