Neha Kalra, Pankaj Deshwal, Samir Gokarn and Shiksha Kushwah
The proliferation of technological advancements has facilitated unrestricted access to and customizable consumption of content for viewers. Over-the-top (OTT) services are…
Abstract
Purpose
The proliferation of technological advancements has facilitated unrestricted access to and customizable consumption of content for viewers. Over-the-top (OTT) services are becoming more and more popular as the number of people using video streaming services grows around the world. In this context, this study aims to identify the antecedents and outcomes of Customer over-the-top Experience (COTTE) by synthesizing the existing research.
Design/methodology/approach
This research used the systematic literature review approach to identify the antecedents and outcomes of COTTE, along with the publication schedule, theories, analytical techniques, research methodology, and geographic scope of the 47 studies identified from the Scopus and Web of Science database.
Findings
The findings elucidate various antecedents of COTTE, including user-related, social, content-related, and website/platform-related factors. Additionally, diverse outcomes, encompassing behavioural/attitudinal and company-related factors have been discussed. Furthermore, an integrated framework is presented herein, synthesizing extant research and guiding future researchers in this domain.
Originality/value
The study’s findings offer a novel perspective for service providers aiming to enhance the OTT experience for their customers. This study stands out as one of the first to comprehensively present the antecedents and consequences of COTTE.
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Shiksha Kushwah, Deep Shree, Sakineh Rezaei and Mahim Sagar
The purpose of this paper is to study the influence of culture on consumers’ perception of brands, specifically brand identity in Gulf countries (Saudi Arabia, the United Arab…
Abstract
Purpose
The purpose of this paper is to study the influence of culture on consumers’ perception of brands, specifically brand identity in Gulf countries (Saudi Arabia, the United Arab Emirates and Qatar), and how brands entering new markets, launching new products or modifying existing brands can gain important insights from this to make the brand culturally acceptable.
Design/methodology/approach
This study includes both inductive and deductive approaches. The literature review has been conducted to identity the factors of brand identity and culture, followed by the blending of the factors through Delphi method. The relationship that was identified through qualitative approach was further tested through a quantitative survey (n=1,152). The analysis includes, hypotheses testing using the Kruskal–Wallis test.
Findings
The results of hypothesis testing proved that culture does play a significant role in shaping how consumers perceive brand identity. The Kruskal–Wallis test showed a significant difference across three cultures. Only two constructs that were not ranked significantly different across three cultures were brand as a stance and brand through place and time. Findings of this study supported the culture-specific branding, i.e. Islamic branding in the studied context.
Practical implications
Brand identity can be said to be the focal point of all branding activities. Brand identity creation starts with the starting of the product or services and is passed on through the process of brand communication and is manifested through the brand image formation by customer. Once the brand identity for a brand is created, it is very tough to change it; hence, from the very beginning, marketers have to take care of the brand identity. Thus, the findings of this study can be used by brand managers and marketers to create or modify brand identity according to the culture of the target consumers. These findings could also be incorporated for designing Islamic branding strategy for the studied context.
Originality/value
This research uses both qualitative and quantitative approaches to identify the brand identity and culture variables and subsequently probes the relationship among them. This study would help the brand managers in designing the brand identity for the brand operating or planning to enter in the Gulf countries.
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Chhavi Luthra, Pankaj Deshwal, Shiksha Kushwah and Samir Gokarn
The demand for green personal care products (GPPs) has been growing globally due to increasing health-care concerns. However, the purchase rate of these products among consumers…
Abstract
Purpose
The demand for green personal care products (GPPs) has been growing globally due to increasing health-care concerns. However, the purchase rate of these products among consumers remains low. This study aims to identify and model the key barriers to the purchase of GPPs.
Design/methodology/approach
For this purpose, the study used innovation resistance theory (IRT) as a framework to identify key barriers to the purchasing of GPPs. The barriers were identified through a systematic literature review and validated by industry and academia experts. Furthermore, using interpretive structural modelling and Matrice d’Impacts Croisés Multiplication Appliquée a un Classement, the study identifies the interrelationships among the barriers and categorizes them based on their driving and dependence power.
Findings
The findings reveal that limited availability, improper labelling standard and certification, poor performance of products and lack of government regulations are key barriers to the purchase of GPPs.
Research limitations/implications
The study contributes to the existing literature on green purchase behaviour. Furthermore, it informs marketing strategies to overcome the identified barriers and increase the purchase of GPPs.
Originality/value
This study is the foremost empirical study that identifies and analyses the industry specific barriers to GPPs based on experts’ input and under the purview of IRT.
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Chhavi Luthra, Pankaj Deshwal, Shiksha Kushwah and Samir Gokarn
This paper aims to study the intellectual landscape of green purchase (GP) literature, visualize and analyse the temporal evolution, thematic mapping of emerging and future…
Abstract
Purpose
This paper aims to study the intellectual landscape of green purchase (GP) literature, visualize and analyse the temporal evolution, thematic mapping of emerging and future research themes using a systematic and quantitative literature review approach.
Design/methodology/approach
The study employs a bibliometric analysis and examines the bibliometric metadata consisting of 440 studies extracted from the Scopus database for the years 1990–2022 within the GP field.
Findings
The findings based on performance analysis and visualization networks reveal the productivity trend of GP by years, authors, academic relationships, international collaborations, top cited publications, most occurring keywords, existing and emerging themes and temporal theme evolution.
Research limitations/implications
It provides a broader/macro view of the topic and lacks specificity and deeper analysis, which can be addressed in future bibliometric studies.
Practical implications
The integration of topics contributes to the development of the intellectual landscape of the GP research field and suggests thrust areas for future research. The study offers important implications for the academic community to gain a comprehensive and global understanding of green purchasing.
Originality/value
This research is unique as previous studies have not quantitatively compiled and extensively analysed work of these characteristics on the area under study using bibliometrics.