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Article
Publication date: 25 July 2024

Deepa Halder, Ravi Shekhar Kumar and Debashree Roy

The study uses the meaning transfer model to integrate celebrity advertising and branding under the broad paradigm of celebrity–brand communication. Specifically, the paper aims…

737

Abstract

Purpose

The study uses the meaning transfer model to integrate celebrity advertising and branding under the broad paradigm of celebrity–brand communication. Specifically, the paper aims to examine the influence of celebrity attributes (authenticity and identification) on brand advocacy and purchase intention through brand personality appeal and brand identification.

Design/methodology/approach

The study adopts two scenario-based research designs (involving nonfictitious and fictitious celebrities) for a cross-sectional structural path analysis.

Findings

Celebrity authenticity, celebrity identification and celebrity–brand congruency significantly influence brand advocacy and purchase intention, with brand personality appeal and brand identification emerging as effective mediators.

Originality/value

The study highlights how vital brand personality appeal and brand identification are in transferring positive perceptions about a celebrity endorser into brand advocacy and purchase intention. These results will allow marketers to realize the relative influence of celebrity attributes on the partnered brand.

Details

Journal of Consumer Marketing, vol. 41 no. 5
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 31 January 2018

Ravi Shekhar Kumar, Satyabhusan Dash and Naresh K. Malhotra

This study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through…

4074

Abstract

Purpose

This study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through customer experience (CE). The proposed framework is in contrast to extant literature suggesting marketing activities directly create CBBE.

Design/methodology/approach

Qualitative interviews with patients, followed by interaction with respondents using a structured questionnaire, were used to collect the data.

Findings

The results suggest that CE is the focal mediating variable for the relationship between marketing activities and CBBE. Out of 15 marketing activities, 8 positively impacted CBBE through CE and 2 negatively affected CBBE through CE. Among the remaining five, three had only a direct positive impact on CBBE and two neither directly nor indirectly impacted CBBE.

Research limitations/implications

The effects of only individual marketing activity, and not of the interaction among marketing activities, were assessed.

Practical implications

The study provides insights into the importance of CE in building CBBE for credence-dominant services (e.g. healthcare). This work will help managers in implementing experiential marketing by designing suitable activities for creating service CBBE.

Originality/value

The study outlines service CBBE creation through CE, offering specific insights for the healthcare market.

Details

European Journal of Marketing, vol. 52 no. 3/4
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 22 March 2013

Ravi Shekhar Kumar, Satyabhusan Dash and Prem Chandra Purwar

The purpose of this paper is to examine the effect of brand experience on hospital brand equity; also to assess the effects of different brand equity dimensions on overall…

7631

Abstract

Purpose

The purpose of this paper is to examine the effect of brand experience on hospital brand equity; also to assess the effects of different brand equity dimensions on overall customer‐based hospital brand equity.

Design/methodology/approach

Measurement items for each variable are developed by integrating existing literature and qualitative in‐depth interviews with patients who have either used, or are using hospital services in India. Face‐to‐face interviews with patients were conducted to obtain 902 usable data points. Psychometric properties of the measurement instrument were satisfactory. Data were analyzed using structural equation modelling to test the influences of different dimensions of brand experience on brand equity dimensions and on overall hospital brand equity.

Findings

The study found that brand experience is an important factor influencing hospital brand equity. The study provides evidence that the brand experience dimensions (sensory, affective, behavioural and intellectual) positively influence the five brand equity dimensions (brand awareness, brand association, perceived quality, brand trust and brand loyalty). The study also confirms the influence of brand equity dimensions (brand awareness, brand association, perceived quality, brand trust and brand loyalty) on customer‐based hospital brand equity.

Originality/value

The distinctive contribution of this research is that it examines the effect of brand experience on customer‐based brand equity in the context of a credence‐based service in an emerging economy. Such a work is essential in understanding the importance of experiential marketing in an emerging economy for building a strong service brand.

Details

Marketing Intelligence & Planning, vol. 31 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Available. Content available
Article
Publication date: 22 March 2013

Naresh Malhotra and Satyabhusan Dash

685

Abstract

Details

Marketing Intelligence & Planning, vol. 31 no. 2
Type: Research Article
ISSN: 0263-4503

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Publication date: 30 October 2024

Ravi Kant Modi and Ruchi Garg

Tourism often conjures notions of relaxation, joy, and pleasure. The tourism industry caters to providing leisure experiences to people, whose preferences have evolved…

Abstract

Tourism often conjures notions of relaxation, joy, and pleasure. The tourism industry caters to providing leisure experiences to people, whose preferences have evolved significantly over time. With a shift toward alternative tourism rather than traditional mass travel, the emergence of Niche Tourism becomes pivotal. While India has made strides in niche tourism, one particular facet remains unexplored: Dark Tourism. This form of tourism has gained immense popularity globally in the 21st century. As tourist preferences evolve and the concept of special interest tourism takes root, policymakers in the tourism sector worldwide are compelled to include this segment in their strategies. Several nations, previously impacted by conflict or lacking in tourism infrastructure, have embraced dark tourism to gain a competitive edge in attracting visitors. India's tourism industry has yet to delve into offering dark tourism as a product. A successful product hinges on customers' perceptions of its ability to meet their expectations. Without awareness among potential customers, even the most exceptional product can falter. This chapter aims to explore the potential of dark tourism in India by gauging the public perception of this form of tourism. It will also address potential challenges in developing dark tourism in India and propose recommendations to foster the growth of this tourism segment.

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Article
Publication date: 29 November 2018

Rahul S. Mor, Arvind Bhardwaj and Sarbjit Singh

The purpose of this paper is to explore the key performance indicators (PIs) that serve as a decision support tool in case of dairy supply chain practices and to analyze their…

1656

Abstract

Purpose

The purpose of this paper is to explore the key performance indicators (PIs) that serve as a decision support tool in case of dairy supply chain practices and to analyze their interactions in the context of Indian dairy industry sector. A total of 11 PIs have been identified through the literature review and the opinions of an expert team consisting of managerial and technical experts from dairy industry and academics.

Design/methodology/approach

A solution methodology based on the interpretive structure modeling (ISM) technique is used to analyze the interactions among PIs and to propose a structural model. The developed model not only helps in understanding the contextual relationship among the PIs, but also in determining their interdependence to assess the supply chain performance in dairy industry. Further, the importance of PIs has been determined based on their driving and dependence power by using MICMAC analysis.

Findings

The ISM-based model suggests four PIs at first level, three PIs at second level, one PI at third level as well as one PI at fourth level and two PIs at fifth level. Model allocates to the effective information technology, brand management, responsiveness in shipment and accuracy and a control over wastages as the key PIs in the dairy industry sector. The effective traceability systems, cold chain infrastructure, quality management and the support for technological innovations are the next major PIs. There exists no autonomous PI in MICMAC analysis which proves the importance of identified PIs in the case study.

Research limitations/implications

The proposed model is an attempt to capture the dynamics of milk processing sector and to incorporate all relevant constraints related to internal and external environments that would significantly improve the supply chain performance in the dairy industry.

Practical implications

The model developed in this study has been tested in the cooperative milk processing units based in India and also discussed with the experts from academics. This work may help practitioners, regulators and dairy industry professionals to focus their efforts toward achieving high performance by the effective implementation of the identified PIs.

Originality/value

In this study, 11 PIs are considered. Interactions among PIs are evaluated with the help of the ISM matrix. Out of the 11 PIs, six demonstrate both strong driving and dependence power as explained in the MICMAC analysis.

Details

Benchmarking: An International Journal, vol. 25 no. 9
Type: Research Article
ISSN: 1463-5771

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Article
Publication date: 1 August 1998

Ashok Kumar and Jaideep Motwani

Over the last ten years scores of methodologies have emerged in management science/operations research/statistics that employ techniques such as mathematical programming…

1098

Abstract

Over the last ten years scores of methodologies have emerged in management science/operations research/statistics that employ techniques such as mathematical programming, simulation, artificial intelligence, and clustering to convert a flexible manufacturing system into a cellular one. Based on a real‐life case that involved over 1,000 components and 3,000 operations, related to a world‐class furniture manufacturing company, finds that the somewhat outdated King’s algorithm, after partial linearization, works as well as the other sophisticated techniques in terms of speed and problem size. Drives home the point that a shift to cellular configuration from functional layout results in across the board savings in material movement, setup times, hilo moves, WIP, work area and in manufacturing leadtime. The company under study benefited to the tune of $164,000 per year from switch to single cell. The projected savings are expected to exceed $700,000 per year when the reconfiguration is completed.

Details

Logistics Information Management, vol. 11 no. 4
Type: Research Article
ISSN: 0957-6053

Keywords

Available. Open Access. Open Access
Article
Publication date: 11 December 2024

Narassima Madhavarao Seshadri, Anbuudayasankar Singanallur Palanisamy, Thenarasu Mohanavelu and Olivia McDermott

Globalization and population explosion have worsened postharvest losses (PHL) in developing countries. This study looks to identify numerous controllable variables to reduce these…

127

Abstract

Purpose

Globalization and population explosion have worsened postharvest losses (PHL) in developing countries. This study looks to identify numerous controllable variables to reduce these losses and make the fresh produce supply chain more efficient.

Design/methodology/approach

The study employs the interpretive structural modelling (ISM) technique to develop a hierarchical model to comprehend the intricate relationships between the variables influencing PHL. These variables are further classified based on the relative levels of importance in terms of their driving and dependence powers.

Findings

The findings of this research provide variables for enterprises operating in fresh food supply chains to understand the specific risks that that supply chain faces and how these risks interact within the system. The fuzzy MICMAC analysis also classifies and highlights critical risk factors in the supply chain to aid implementation of PHL mitigation measures. The study highlights the importance of devising policies, legislation and efforts to regulate and curtail PHL across the global food supply chain.

Research limitations/implications

The efficiency of the food supply chain contributes not only to economic sustainability but also to broader goals such as food security, better utilisation of global resources and sustainability in the supply chain.

Social implications

It also highlights the significance of well-informed government policies, laws and regulations in successfully controlling and reducing PHL.

Originality/value

This study compares factors contributing to PHL in the fresh produce supply chain and emphasises the stakeholders’ critical role in alleviating these losses. It also highlights the significance of well-informed government policies, laws and regulations in successfully controlling and reducing PHL.

Details

Journal of Agribusiness in Developing and Emerging Economies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2044-0839

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Article
Publication date: 6 January 2025

Rangga Primadasa, Elisa Kusrini, Agus Mansur and Ilyas Masudin

This study aims to comprehensively identify and categorize key indicators for halal-sustainable supply chain management (HSSCM) tailored to small- and medium-sized enterprises…

40

Abstract

Purpose

This study aims to comprehensively identify and categorize key indicators for halal-sustainable supply chain management (HSSCM) tailored to small- and medium-sized enterprises (SMEs) in the food sector, emphasizing economic, environmental and social sustainability.

Design/methodology/approach

This paper uses integrated approaches such as decision-making trial and evaluation laboratory, interpretative structural model and MICMAC to investigate the interconnectedness between the economic, environmental, social and halal-specific criteria in the food sector for SMEs.

Findings

This study highlights 16 crucial indicators for HSSCM in SMEs within the food industry, organized into economic, environmental, social and halal-specific categories. The total relationship matrix shows important interdependencies between indicators, like operational costs and logistics, underscoring the necessity for a comprehensive management approach. Additionally, the cause-effect diagram and structural self-interaction matrix (SSIM) illustrate the hierarchical relationships among these indicators, aiding in strategic planning and decision-making.

Originality/value

This study integrates a broader range of indicators and reveals complex dependencies critical for managing halal supply chains effectively. This study also offers a robust framework for integrating halal practices and sustainability, supporting SMEs in adopting ethical, environmentally conscious business strategies.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 1 July 2021

Praveen Kulkarni, Rohit Mutkekar, Shashidhar Chiniwar and Sanjeev Ingalagi

The purpose of this paper is to provide the insights on the challenges influencing rural start-ups. It provides insights with regards to managerial, operational, marketing and…

568

Abstract

Purpose

The purpose of this paper is to provide the insights on the challenges influencing rural start-ups. It provides insights with regards to managerial, operational, marketing and finance-related challenges influencing the rural start-ups in the study. The study aims to expand the domain of start-ups by including a broader range of challenges and related aspects found in the start-up literature.

Design/methodology/approach

The paper opted for an exploratory study using the open-ended approach of grounded theory, including 61 rural start-ups operating in Karnataka, India. The data were analysed through non-parametric test to understand the comparison between different sectors of rural start-ups.

Findings

It suggests that marketing techniques and infrastructure challenges influences the rural start-ups. Therefore, success of start-ups is influenced by these related variables.

Research limitations/implications

Because of the chosen research approach, the research results may lack generalizability. Researchers are therefore encouraged to test the proposed propositions further in the area of challenges and growth in the domain of managerial, infrastructure, marketing, finance, human resource and logistics in rural start-ups. The study is restricted to rural start-ups located in districts of Karnataka, India.

Practical implications

The paper includes implications for managing the challenges for enhancing the growth of start-ups. The paper provides insights on the significant challenges witnessed by the start-ups and provides directions for the growth of start-ups.

Social implications

This paper fulfils an identified need of the start-ups in rural sector and contribute to the growth of start-ups in rural sector of India.

Originality/value

This paper fulfils an identified need to study how rural start-ups operate and create a niece in the growth of Indian economy.

Details

World Journal of Entrepreneurship, Management and Sustainable Development, vol. 17 no. 3
Type: Research Article
ISSN: 2042-5961

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