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Article
Publication date: 2 February 2022

Mahima Shukla, Richa Misra and Deepak Singh

Over recent years, brand semiotics have been gaining the marketing practitioners' attention for designing their brand strategy. Hence, to address this gap, the current study…

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Abstract

Purpose

Over recent years, brand semiotics have been gaining the marketing practitioners' attention for designing their brand strategy. Hence, to address this gap, the current study investigates the effect of semiotic product packaging on brand experience dimensions, brand trust and purchase intent of reputed major brands of fast-moving consumer good (FMCG) products.

Design/methodology/approach

The data for this study were collected by administering a questionnaire-based survey from 254 respondents from the Delhi National Capital Region (NCR) of India, using systematic sampling. Structural equation modeling has been used to test the conceptual model and examine the hypotheses developed in the study.

Findings

The results present evidence of the growing influence of semiotic product packaging upon consumer brand trust and purchase intentions. The study suggests that brand semiotics positively influence customer brand experience, brand trust and purchase intention of FMCG products.

Practical implications

The research findings will benefit FMCG companies to identify how to apply semiotics in packaging to improve consumers' brand experience and influence intent to purchase.

Originality/value

Research in brand semiotics on product packaging is limited, as most prior studies focus on brand semiotics in advertising, product design improvement and retail design. The present study has investigated the impact of semiotics on brand experience dimensions in product packaging, which is emerging as a critical concern for the FMCG sector particularly in the post-COVID period.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 2
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 25 April 2023

Mahima Shukla, Richa Misra and Rahul Gupta

This study aims to use empowerment theory to examine the relationship between a user's engagement type (active or passive) and psychological empowerment (intrapersonal and…

1744

Abstract

Purpose

This study aims to use empowerment theory to examine the relationship between a user's engagement type (active or passive) and psychological empowerment (intrapersonal and interactional) in the context of a social media brand community (SMBC). This study also looks at the impact of psychological empowerment on brand community commitment (CC) and brand loyalty.

Design/methodology/approach

Convenience and snowball sampling were used to select respondents from mobile phone brand communities in India. The conceptual model was tested using structure equation modelling.

Findings

According to the study findings, active user involvement in SMBC is strongly associated to both intrapersonal and interactional empowerment (IE), but passive user engagement is weakly related to IE. Furthermore, customer empowerment and CC have a strong impact on brand CC and brand loyalty.

Practical implications

SMBC is now a significant point of contact for building strong consumer–brand relationships. SMBC members who are actively involved in the community have greater emotional bonding, trust and commitment to the brand. Therefore, social media marketers should encourage their customers to get involved in a brand community and empower them by involving them in brand related decision, etc. This will help the community grow and thrive.

Originality/value

This study addresses a research gap by examining how active and passive members of an SMBC facilitate both focal points of psychological empowerment (intrapersonal and interactional), which increase the brand community's commitment and brand loyalty.

Details

Journal of Consumer Marketing, vol. 40 no. 6
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 16 September 2021

Mahima Shukla, Vranda Jain and Richa Misra

The study examines how young working women are motivated by online shopping. The study tests the relationship between Internet self-efficacy (ISE), website aesthetics, and…

2221

Abstract

Purpose

The study examines how young working women are motivated by online shopping. The study tests the relationship between Internet self-efficacy (ISE), website aesthetics, and purchase intention through perceived benefit. An investigation of the impact of perceived risk on purchase intention is also carried out.

Design/methodology/approach

The paper carried out a quantitative study based on a purposive sample of 180 working women from the Delhi-NCR region of India and used Structural Equation Modelling (SEM) to test hypotheses based on the extended TAM model.

Findings

Perceived benefit, website aesthetics, and ISE positively and significantly impact working women's purchase intention. The study also finds an indirect relationship between ISE and purchase intention through perceived benefit. Perceived risk has a negative and insignificant influence on working women's purchase intention for online shopping.

Practical implications

The study finding reflects that perceived website aesthetics fill the gap between offline and online environments. ISE makes shopping easy and increases the shopper's confidence. A mobile-optimized website with ease of navigation would increase women shoppers' conversion rates on mobile devices, leading to a favourable impact on revenue generation for online retailers.

Originality/value

Despite the vast literature on constructs derived from the TAM model, very few studies have researched young women consumers from an emerging economy perspective. The novelty of this research lies in identifying the factors that influence young working women's online shopping intention using smartphone through the glance of ISE and perceived aesthetics in the Indian context.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 5
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 5 April 2024

Mahima Raina and Eunae Cho

Despite the recognition that contextual factors play a key role in shaping individuals’ work-family (WF) interface, empirical research that simultaneously considers individual…

79

Abstract

Purpose

Despite the recognition that contextual factors play a key role in shaping individuals’ work-family (WF) interface, empirical research that simultaneously considers individual, roles and contextual factors is scarce. Drawing on the pyramid model of work-home interface, we delve into the intersection among sex, gender role ideology (GRI) and urbanization (URB) in relation to WF conflict and enrichment in India. Specifically, we explored whether and how sex (male vs female), GRI (traditional vs egalitarian) and URB (big vs small city) interact to predict WF conflict and WF enrichment.

Design/methodology/approach

The data were collected from 586 full-time employees working in both more and less urbanized cities in India. Moderation analyses were utilized to study the interaction effects on WF conflict and enrichment.

Findings

Results indicate that GRI is a stronger driver of WF experiences, especially WF enrichment, for women regardless of location. The study contributes to the understanding of WF experiences in India and addresses the complexity of WF experiences, especially with respect to sex and gender.

Originality/value

Our study offers a nuanced understanding of WF experiences in India by integrating micro- to macro-level antecedents, thereby addressing the complexity of WF experiences. While a lot of research explains sex and gender differences in WF experiences, our study highlights how these experiences vary with the degree of URB.

Details

Evidence-based HRM: a Global Forum for Empirical Scholarship, vol. 12 no. 4
Type: Research Article
ISSN: 2049-3983

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Article
Publication date: 11 October 2024

Reema Nayyar, Pratyush Yadav, Rupashree Baral, Mahima Raina and Lalatendu Kesari Jena

This study aims to explore the emergence of workplace spirituality (WPS) in Indian organisations through a systematic literature review by unwrapping the past, present and future…

177

Abstract

Purpose

This study aims to explore the emergence of workplace spirituality (WPS) in Indian organisations through a systematic literature review by unwrapping the past, present and future state of WPS research in the Indian context. The data was covered for 15 years (2008–2023) and spread across 116 studies screened from Scopus, Web of Science and EBSCO.

Design/methodology/approach

Theory-context-characteristics-methods (TCCM) framework analysis and topic modelling (bidirectional encoder representations from transformers [BERT] analysis) techniques were adopted for a systematic exploration of theoretical underpinnings, contextual relevance, characteristic features and methodological rigour within the domain of WPS and analysis of the literature’s emerging trends and thematic patterns, respectively.

Findings

Using the TCCM framework, this study analysed the dominant theories applied in WPS literature within the Indian context, including social exchange theory and self-determination theory. In addition, this review highlights the key industries, variables and methodologies that have been the focus of prior research. Using BERT, this study clustered the textual data and identified three thematic patterns in the literature. By analysing past and current studies, this study identified potential gaps that future research could address, as guided by the TCCM framework.

Originality/value

To the best of the authors’ knowledge, this is one of the initial literature reviews focused on country-level studies adopting two techniques to bring more rigour: TCCM and BERT analysis.

Details

International Journal of Organizational Analysis, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1934-8835

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Article
Publication date: 13 April 2023

Aparna Bahar Kulkarni, Ritesh Khatwani and Mahima Mishra

This study aims to identify the critical barriers to women’s leadership in Indian corporate sector using the interpretive structural modeling (ISM) approach.

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Abstract

Purpose

This study aims to identify the critical barriers to women’s leadership in Indian corporate sector using the interpretive structural modeling (ISM) approach.

Design/methodology/approach

Through data obtained from extant literature and the expert opinion of women seeking higher managerial positions in the Indian corporate sector, this study identified total 18 barriers to women’s leadership. Thereafter, this study used the Delphi technique to identify the most critical barriers and ISM to understand the causal relationship among them, and then ranked them based on relevance.

Findings

Of the 13 critical barriers identified, corporate policies, conscious organizational bias and family responsibilities had the highest driving power. By contrast, inadequate career opportunities and the lack of risk-taking ability and assertiveness had the highest dependence power. Unconscious organizational bias and occupational segregation were other prominent barriers.

Research limitations/implications

This study establishes the interrelationships between women’s leadership barriers. It provides a well-defined model which helps to get theoretical insight considering barriers for women leaders in their career progression in the Indian context. Based on the ISM model, these findings can help academicians and researchers gain deep insights into the barriers to women’s leadership in the Indian context, as no studies have been found in the literature concerning the given subject.

Practical implications

Based on the findings, corporations and policymakers can design inclusive leadership policies to support women as they climb the corporate ladder and to enhance their contribution to organizational success.

Originality/value

To the best of the authors’ knowledge, this is the first study to identify barriers to women’s leadership in India using ISM analysis.

Details

Gender in Management: An International Journal , vol. 38 no. 5
Type: Research Article
ISSN: 1754-2413

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