Harleen Kaur and Harsh V. Verma
This paper aims to conceptualize and define a construct of brand pride and develop a measurement instrument for the construct.
Abstract
Purpose
This paper aims to conceptualize and define a construct of brand pride and develop a measurement instrument for the construct.
Design/methodology/approach
A scale development procedure comprising a qualitative prestudy and four quantitative studies for item generation and content validity, scale refinement using exploratory factor analyses, scale confirmation using confirmatory factor analysis and scale validity using PLS-SEM is followed to develop the measure of brand pride.
Findings
The scale development procedure yields a two-dimensional measurement instrument for brand pride with affective and utilitarian dimensions. The proposed scale is reliable and has convergent, discriminant and nomological validity.
Originality/value
This study highlights the need to study brand pride by reviewing literature from both psychology and marketing. The definition and conceptualization of brand pride help uniquely identify and describe the phenomenon. By developing a scale to measure the construct of brand pride, this study will enable research into the phenomenon, its causes and effects and its significance for consumer–brand relationships.
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Ekta Duggal and Harsh V. Verma
Cool has been studied mostly in consumer samples drawn from Western countries. This study was inspired by paucity of literature on “cool” in an Indian context. There is certainty…
Abstract
Purpose
Cool has been studied mostly in consumer samples drawn from Western countries. This study was inspired by paucity of literature on “cool” in an Indian context. There is certainty that “cool” adds value and bestows desirability but there is uncertainty about what “cool” means. Since “cool” is a cultural phenomenon, the purpose of this paper is to explore its meaning in the Indian context.
Design/methodology/approach
The data were obtained on an open-ended questionnaire followed by depth probes on a sample of young consumers. The obtained scripts were coded and classified into semantic categories based on the grounded theory.
Findings
The study found that cool is indicated by seven facets, including being oneself, living life to the fullest, sense of humor and socially networked, and calm disposition. Unlike Western notions, in India, cool is not being deviant and hedonistic. The cultural and religious imprints are palpable in what is construed as cool in India.
Research limitations/implications
Transplanting the Western notions of cool for brand building is likely to be a risky proposition. It may not resonate with the inner cords of the Indian youth. The implication of this study is that it reveals possible ways in which cool can be incorporated in brand identity.
Practical implications
Cool is valued because it bestows distinction in subtle ways. Brands can gain traction among consumers by incorporating cool symbolism in their identity.
Originality/value
This study expands the understanding of cool in the context of an emerging market. This is one of the first studies to have probed the concept of “cool” in India.
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Sharad Gupta and Harsh V. Verma
The purpose of this paper is to investigate the effect of mindfulness meditation sessions on students of higher education in terms of their mindfulness, mindful consumption…
Abstract
Purpose
The purpose of this paper is to investigate the effect of mindfulness meditation sessions on students of higher education in terms of their mindfulness, mindful consumption behavior and life satisfaction.
Design/methodology/approach
Participants of research were higher education students. The research included two studies. The first (screener) study endorsed that mindfulness was higher in students with higher mindfulness meditation frequency. The second study used difference-in-differences experimental design using a treatment and a control group. These groups participated in pre and post-treatment surveys. The treatment was given as guided short mindfulness meditation sessions as suggested by mindfulness guru – Dr Jon Kabat-Zinn. The treatment group received these sessions at the end of regular subject classes for two months.
Findings
The experiment revealed that mindfulness, mindful consumption and life satisfaction change significantly in the treatment group after treatment as compared to the control group.
Research limitations/implications
Limitations of the study included sample size and attrition. In total, 149 students participated in the screener study. In total, 94 students were given pre-treatment survey as per research design and 80 participated in post-treatment survey.
Practical implications
This experiment demonstrated that important traits and behavior like life satisfaction and mindful consumption behavior of higher education students can be improved significantly. The effectiveness of guided short mindfulness sessions, conducted in the classroom environment, was also confirmed.
Social implications
The inclusion of mindfulness in the regular curriculum by policy makers would benefit students, faculty members and overall quality of learning environment.
Originality/value
Though previous researches have separately investigated relationships of mindfulness with life satisfaction, there is a lack of research to show association of mindfulness, mindful consumption and life satisfaction.
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Ragini Bhati and Harsh V. Verma
The purpose of this paper is to find out the antecedents of customer brand advocacy (CBA) on the basis of synthesis of the CBA literature. A summarisation of the results of the…
Abstract
Purpose
The purpose of this paper is to find out the antecedents of customer brand advocacy (CBA) on the basis of synthesis of the CBA literature. A summarisation of the results of the empirical CBA studies containing CBA as a measured variable is carried out. The antecedents’ strengths of association with CBA are compared.
Design/methodology/approach
The literature is synthesised using the technique of meta-analysis (Hedges and Olkin, 1985). A total of 63 empirical research papers containing 66 data sets, published between 1988 and 2019, are analysed. For each antecedent – CBA relationship, the statistics calculated include point estimate of the reliability adjusted correlation coefficient (ρ), 95% confidence interval of the computed effect size, Cochran’s Q statistic and fail safe-N. The effect of study context as a possible moderator is assessed.
Findings
The major antecedents of CBA, identified in the study, are categorised into personal factor (opinion leadership), relational factors (brand trust, customer satisfaction, brand identification, customer-based brand equity, affective commitment and normative commitment) and social factor (normative influence). Significant heterogeneity was found across studies for the paired relationships, pointing towards the presence of theoretical and/or methodological moderators.
Originality/value
The nascent CBA literature reports mixed findings. This creates confusion. This synthesis study contributes to the present body of knowledge of the concept of CBA. It is the only study that uses the technique of meta-analysis to the CBA literature.
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Harleen Kaur and Harsh V. Verma
The study aims to synthesize the state of research on pride in consumer behaviour and marketing. Specifically, this study aims to understand the emergent themes of literature, the…
Abstract
Purpose
The study aims to synthesize the state of research on pride in consumer behaviour and marketing. Specifically, this study aims to understand the emergent themes of literature, the key theories, analytical techniques and methodologies used, as well as key variables associated with pride in consumer behaviour and marketing.
Design/methodology/approach
Using a systematic literature review process, the study analyses 59 research articles and structures its findings by using the theory–context–characteristics–methodology framework.
Findings
The review proposes a taxonomical classification of the multiple conceptualizations of pride. It identifies that the phenomenon and regulation of pride is explained using theories from psychological self-related research. Pride has been experienced in sustainable, advertising, luxury and digital consumption contexts. Reviewed articles showed an over-reliance on the quantitative methodology and the experimental method. The review identifies that pride is associated with positive outcomes and has considerable influence on consumer behaviour. Building on this analysis, 12 research questions are developed to encourage future research.
Originality/value
To the best of the authors’ knowledge, this study is the first structured review on the emotion of pride in the domains of consumer behaviour and marketing.
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Sharad Gupta, Weng Marc Lim, Harsh V. Verma and Michael Polonsky
Mindful consumption is a popular concept that is often associated with mindfulness and religious faith, but nonetheless, its empirical associations to these remain relatively…
Abstract
Purpose
Mindful consumption is a popular concept that is often associated with mindfulness and religious faith, but nonetheless, its empirical associations to these remain relatively underexplored. Clarifying the impact of mindfulness and religious faith on mindful consumption is important to delineate their effectiveness in influencing consumers to reconsider consumption decisions (e.g. the need for additional products) given the detrimental effects of mindless consumption (e.g. financial debt, environmental degradation and materialistic culture). The concern about mindfulness potentially being a religious matter can also be resolved through empirical validation. Hence, the purpose of this research is to advance the empirical understanding of how mindfulness and religious faith impact on mindful consumption and whether mindfulness and religious faith are interrelated.
Design/methodology/approach
The authors adopt a multistudy approach to scaffold the exploration of mindfulness and religious faith as precursors of mindful consumption.
Findings
Study 1 carries out an experiment with undergraduates and demonstrates that mindfulness encourages mindful consumption. Study 2 conducts an offline survey with undergraduates and provides evidence that mindfulness and religious faith independently (i.e. without interacting with each other) encourage mindful consumption. Study 3 uses an online survey of consumers for conceptual replication and reaffirms the findings of Studies 1 and 2 across gender, occupations and household incomes (except middle-income households).
Research limitations/implications
The implications of these findings are discussed, wherein mindfulness and religious faith are earmarked as viable avenues for promoting mindful consumption.
Originality/value
This seminal attempt uses multiple studies to empirically validate the nature and generalizability of relationships between mindfulness, religious faith and mindful consumption.
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Niharika Gupta and Harsh V. Verma
Service failure and recovery encounters are often witnessed by other customers, but little is known about how these encounters impacts other customers. With an aim to bridge this…
Abstract
Purpose
Service failure and recovery encounters are often witnessed by other customers, but little is known about how these encounters impacts other customers. With an aim to bridge this gap, the purpose of the paper is to explore why and how service recovery directed at a focal customer impacts other customers who are present in the same service environment.
Design/methodology/approach
The paper follows a qualitative research methodology. Purposive sampling was used to collect data from 30 customers through semi-structured face-to-face interviews. The data was analysed using thematic analysis.
Findings
Findings of the study show that service recovery directed at a focal customer has an impact on other customers' fairness judgments, emotions, service quality perceptions and behaviour. Other customers' behavioural reactions in response to observed service recovery are driven by two different motives: self-interest and moral obligation. Observing customers' cautious behaviour and (re)purchase behaviour are found to be primarily driven by self-interest, whereas their helping behaviour, punishment behaviour and word-of-mouth behaviour are found to be driven by moral obligation.
Research limitations/implications
This study findings contribute to theory development on “other-oriented” effects of service recovery and provides valuable insights for effective management of service failures in the shared service environment.
Originality/value
This is the first study, which qualitatively explores the “other customers” perspective of service recovery in the context of shared servicescape.
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Jyoti Sikka Kainth and Harsh V. Verma
The purpose of this paper is to build on the Consumer Perceived Value (CPV) phenomenon by theoretically defining and empirically developing a Services Perceived Value Scale…
Abstract
Purpose
The purpose of this paper is to build on the Consumer Perceived Value (CPV) phenomenon by theoretically defining and empirically developing a Services Perceived Value Scale (SPERVAL) in the context of services industry.
Design/methodology/approach
The multidimensional SPERVAL scale relies upon exploratory research to identify “Value Indicators”. Given the constructs included in the proposed research model, it is quite clear that testing the model involves a study of consumers. Accordingly, this study is focused on consumers’ views and a blend of both quantitative and qualitative research methods were used. The study has used qualitative research as a starting point, using exploratory research methods of focus group discussions and interviews. The results generated from the research were quantitatively analyzed with descriptive research by using questionnaires as the instrument.
Findings
KMO and Bartlett's Test justified the use of factor analysis on the data. The reliability of the SPERVAL Scale was 92.629 per cent (Cronbach alpha), part 1=0.9046, part 2=0.8405 (split half) and the correlation between forms was 0.7511.
Research limitations/implications
Marketers can understand the psychology behind evaluation of consumption values in the context of services industry by way of CPV dimensions and drivers. Service providers can also use the research findings to build on their competitive advantage by developing core competencies in these areas. Limitations of scope with respect to sampling area and sample size existed.
Originality/value
The paper presents a new Consumer Perceived Value Scale in the context of service consumption.
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Service quality is a perceptual construct that is likely to differ across industries, customer segments and markets. The purpose of this paper is to explore the construct of…
Abstract
Purpose
Service quality is a perceptual construct that is likely to differ across industries, customer segments and markets. The purpose of this paper is to explore the construct of retail service quality in the Indian context, and identifies quality components as a precursor to developing a quality measure.
Design/methodology/approach
Initially, the construct comprehension was done using exploratory research involving customer depth probes and juxtaposing it with the available literature. After defining the broad contours of retail service quality and surface considerations, the study attempted to discover retail service quality dimensions by factor analyzing the collected data.
Findings
It was found that retail service quality construct is composed of seven critical dimensions – ambience and layout, salespeople, merchandise, convenience, services, prices and customer care.
Research limitations/implications
The specific quality component structure found in this study highlights the need for managers to prioritise their retail operation and marketing efforts in sync with the uncovered quality dimensions.
Originality/value
This paper explored the quality phenomenon in the Indian retail context using a bottom-up approach. This paper provides the much-needed insights to firms that are entering the Indian market on what the quality means and the components it is made up of.
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The learning outcomes are as follows: to benchmark and compare the theoretical models of the performance management and appraisal processes. (Questions 1 and 2) Remembering-in…
Abstract
Learning outcomes
The learning outcomes are as follows: to benchmark and compare the theoretical models of the performance management and appraisal processes. (Questions 1 and 2) Remembering-in Bloom’s Taxonomy; to understand the importance of practicing fair performance appraisal process. (Question 4) Understanding-in Bloom’s Taxonomy; to analyze the implementation and effectiveness of 180-degree performance appraisal method and rating system prevalent in the IT Sector. (Question 1) Applying and Analyzing-in Bloom’s Taxonomy; to assess the impact of perceptual biases on human behavior and performance (Questions 2 and 3) Evaluating-in Bloom’s Taxonomy.
Case overview/synopsis
The case study entitled “Is HR Blind? Why do People Leave Managers Not Companies? A Case of Unfair Performance Appraisal and Biases” is a classic example of a flawed and biased performance appraisal process and perceptual biasness, which resulted in the loss of a valuable and talented resource in a leading Indian IT MNC. The present case had been based upon the real-life experience of an employee (i.e. Rahul Verma), who worked with the company from year 2010 to 2021. It was among the top ten IT MNCs employing about 0.1 million people. The objective of the case was to highlight real time issues existing with HR practices, mainly in IT sector organizations. For example, in the present case, do the HR seek proper justification from the manager before taking a harsh decision like forcibly asking an employee to sign a termination contract without looking at the contributions of his qualitative performance or even performance rating (refer to the transcript) for that matter? Was the job of the HR to only ensure how to fit in employees in the faulty bell curve system? Whether the performance appraisal system being followed at the company is adequately capable of identifying and recognizing the talent. Do the different functions really work cohesively and organically toward achieving the intended goals and objectives of the organization? Was this a failure of the manager in recognizing talent or something went wrong at the employee’s part? Was this a failure of the entire HR system or performance management process at the organization that was unable to filter out the capable and skilled resources out of the crowd? Was this a problem of organizational culture that put on stake its most critical resource – the human capital – by allowing the appraisers to evaluate them just because of the hierarchical structure, and not because they are not being competent enough to perform this most critical job objectively? Who ensures the appraiser is free from any kind of prejudice or bias and is capable of fairly assessing the talent resource? So, the present case was a deliberate attempt to throw out these burning questions to the practitioners and students to ponder upon. Does HR really follow the blind process merely acting on the feedback received from the different units of the organization?
With the help of strong theoretical foundation and practical applications, the following objectives and questions have been framed to deliberate and propose the workable solutions for the benefits of the relevant stakeholders.
Complexity academic level
HR practitioners, HR managers, supervisors, senior management and HR students, IT heads, project managers.
Supplementary material
Teaching notes are available for educators only.
Subject code
CSS 6: Human Resource Management.