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Article
Publication date: 15 October 2021

Sambashiva Rao Kunja, Arvind Kumar and Bramhani Rao

The purpose of this study is to adopt stimulus-organism-response (S-O-R) theory to reveal the impact of electronic word-of-mouth (eWOM) on buying intentions of young consumers in…

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Abstract

Purpose

The purpose of this study is to adopt stimulus-organism-response (S-O-R) theory to reveal the impact of electronic word-of-mouth (eWOM) on buying intentions of young consumers in the presence of hedonic brand attitude (HBA) and utilitarian brand attitude (UBA) as mediators, among smartphone customers in the context of brand fan pages in Facebook.

Design/methodology/approach

The paper uses a single cross-sectional design to survey a sample of 326 young online customers present in leading smartphone brand fan pages on Facebook in India. A structured questionnaire was used to collect data and replies were recorded on a Likert scale (five-point). The data was subjected to structural equation modelling for model and hypotheses testing.

Findings

eWOM has a significantly positive influence on the buying intentions of the young. Both HBA and UBA partially mediate the influence of eWOM on buying intentions.

Research limitations/implications

The study examines only the personal-oriented functions of attitude and does not investigate the role of social dimensions of attitudes. Its scope is confined to smartphones in the consumer electronics segment and only Facebook among social networking sites.

Practical implications

A theoretical contribution to eWOM literature is made by studying it under the lens of S-O-R theory and functional theory of attitudes. Measurement of two different dimensions of attitude, i.e. hedonic and utilitarian, may facilitate managers to comprehend the source of variance in consumers’ decision-making behaviour in the online context.

Originality/value

The only study to explore brand attitude as a mediator in its multi-dimensional form, in the context of social eWOM.

Details

Young Consumers, vol. 23 no. 1
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 25 September 2019

Bramhani Rao and Jyothi Polepeddi

This study aims to develop and propose a Neurodiversity-Smart HR framework that may facilitate organizations to build an inclusive workforce.

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Abstract

Purpose

This study aims to develop and propose a Neurodiversity-Smart HR framework that may facilitate organizations to build an inclusive workforce.

Design/methodology/approach

Real cases of inclusive companies in India such as Lemon Tree Hotels have been explored in detail through observations, video interviews of company’s leadership and personal discussion with special-needs community to design a generalized framework.

Findings

Development of Neurodiversity-Smart HR framework that integrates resources from multiple stakeholders.

Practical implications

The proposed framework shall facilitate organizations to build an inclusive workforce and engage with the special-needs community throughout the inclusion process. The neurodiversity approach is a potential solution to organizational issues such as innovation, engagement, social responsibility and attrition.

Originality/value

The only study to propose a functional inclusive employment framework.

Details

Strategic HR Review, vol. 18 no. 5
Type: Research Article
ISSN: 1475-4398

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Article
Publication date: 6 June 2019

Bramhani Rao and Sambashiva Rao Kunja

The purpose of this paper is to investigate the relationship between two sub-dimensions of a leader’s empathy (perspective-taking and empathic-concern) and successful…

794

Abstract

Purpose

The purpose of this paper is to investigate the relationship between two sub-dimensions of a leader’s empathy (perspective-taking and empathic-concern) and successful authorization of idiosyncratic deals (developmental, location flexibility and schedule flexibility i-deals).

Design/methodology/approach

Structural equation modeling was conducted on the cross-sectional data collected from 307 managers working in software development and support companies located in major cities in India.

Findings

While empathic-concern is positively related to successful authorization of both developmental and flexibility i-deals, perspective-taking related positively to authorization of developmental i-deals and showed no significant relationship with flexibility i-deals.

Research limitations/implications

The study reiterates the importance of empathy in modern workplaces and encourages managers to be conscious of their intelligence, as well as emotions, while participating in negotiations at the workplace.

Originality/value

The paper relates i-deals to sub-dimensions of empathy which is a previously unexplored antecedent to i-deals.

Details

Journal of Indian Business Research, vol. 11 no. 4
Type: Research Article
ISSN: 1755-4195

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Article
Publication date: 17 July 2019

Bramhani Rao and Sambashiva Rao Kunja

The purpose of this paper is to explore the role of individualism-collectivism (IC) in determining psychological contract fulfillment (PCF) at individual level, thus attempting to…

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Abstract

Purpose

The purpose of this paper is to explore the role of individualism-collectivism (IC) in determining psychological contract fulfillment (PCF) at individual level, thus attempting to establish that cultural orientation of each individual may differentially predict the fulfillment of his/her psychological contract.

Design/methodology/approach

Structural equation modeling was conducted on the cross-sectional data collected from 465 IT professionals working at different multi-national software companies.

Findings

Model fit between the dimensions of IC and PCF was found to be good, indicating a significantly positive relationship between within-culture cultural orientation of an individual and his/her perception of PCF. The analyses revealed that collectivist beliefs, values and norms have a significant relationship with the perception of delivery, fairness and trust toward PCF. The relationship between collectivist values and fairness of the deal was found to be insignificant.

Research limitations/implications

A major theoretical implication of the study is its contribution to evidence that people with collectivist orientation have a relatively positive perception toward the fulfillment of a psychological contract between them and the employer. It also clarifies why employees working in the same work environment tend to develop unique psychological contracts owing to their tendency to orient toward a particular cultural state of mind in the form of beliefs, values and norms guiding their day-to-day work-life.

Originality/value

The study is a valuable addition to the current literature in two ways. First, it contributes to the area of personality by examining the individual cultural orientation as an individual difference predictor of PCF. This helps in understanding the role of differences in emotions, cognition and behavior among individuals in predicting the fulfillment of hidden expectations of employees. In the domain of psychological contract, it contributes to evidence that explains why employees in same job conditions and employment relationships experience breach or fulfillment owing to their difference in cultural orientation.

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