Chandra Sekhar, Swati Krishna, Ghadeer G. Kayal and Nripendra P. Rana
This study's main objective is to investigate the influence of brand credibility on the intention to purchase organic food. In addition, this research studies the moderating role…
Abstract
Purpose
This study's main objective is to investigate the influence of brand credibility on the intention to purchase organic food. In addition, this research studies the moderating role of customer ethnocentricity as well as the mediating role of customer value.
Design/methodology/approach
To explore correlations between brand credibility and purchase intentions, cross-sectional data were collected from 433 Indian consumers. The data were analysed by structural equation modelling.
Findings
The findings indicate that brand credibility is positively related to purchasing intention. The association between brand credibility and purchasing intentions is partially mediated by customer value. Customer ethnocentrism was also shown to have a negative moderation effect. Healthiness, high quality and sensory properties (i.e. natural taste) were found to be some of the most significant organic food characteristics, according to Indian consumers.
Research limitations/implications
The research is confined to India's geographical area, specifically the National Capital Regions.
Practical implications
To increase the purchase frequency of local or global branded organic food, businesses can include rational features in their marketing method such as the health benefits compared to the conventional product, a better emphasis on environmental safety and the social advantages of organic food.
Originality/value
This study develops an integrative model, including brand credibility (PBG & PBL), to predict organic food purchase intentions. This is an important contribution as, according to the results of the literature review, no previous studies have analysed these relationships.
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Suyasha Singh Isser, Nihal Raj, Mayank Tomar, Sanjana Sharma Marwaha and Swati Shastri
The research examines how the principle of Dharma can be included in the Indian National Education Policy (NEP) 2020. The study seeks to know how Dharma as an educational…
Abstract
Purpose
The research examines how the principle of Dharma can be included in the Indian National Education Policy (NEP) 2020. The study seeks to know how Dharma as an educational framework can be infused with contemporary education to promote moral and ethical development as well as intellectual growth among students in India.
Design/methodology/approach
This research uses qualitative analysis of NEP 2020 documents and literature related to Indian Knowledge Systems (IKS) and the concept of Dharma. It analyses the philosophical bases behind NEP including traditional texts like Vedas, Upanishads, among others. Moreover, this study also evaluates how current Dharma teachings are implemented into curriculum by assessing its present status of incorporation as a part of Indian Knowledge System.
Findings
This research has found that national educational reforms have considered many traditional Indian beliefs and values, but they have not done enough when it comes to incorporating Indian Knowledge System and the concept of Dharma into practice through the curriculum. The paper advocates for a system that is grounded on morals, thus blending the current learning standards with cultural heritage. These findings call for continuous endeavouring in order to embed ethical and moral dimensions of Dharma across all levels within India’s education systems.
Practical implications
The integration of Dharma and IKS in education can enhance the development of well-rounded individuals who are not only intellectually competent but also ethically and morally grounded. This strong foundation of Dharma will also act as a personal and professional guide. Educators and policymakers can use these insights to design curricula that promote holistic growth, aligning with both global educational standards and cultural values.
Originality/value
This paper examines the philosophical and ethical foundation of NEP 2020 instead of only considering its pedagogical and skill-enhancement characteristics, thereby giving a fresh viewpoint. It contributes to the discussion on educational reforms in India by highlighting how present educational needs should be linked with traditional values. The research shows that the concept of dharma can help learners develop holistically so that they can meet present-day problems without losing touch with timeless morals.
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Swati Soni, Devika Trehan, Varun Chotia and Mohit Srivastava
The key learning objectives are as follows: analyze Mamaearth’s growth trajectory in the Indian market, illustrate the meaning of a direct-to-consumer (D2C) brand, analyze the…
Abstract
Learning outcomes
The key learning objectives are as follows: analyze Mamaearth’s growth trajectory in the Indian market, illustrate the meaning of a direct-to-consumer (D2C) brand, analyze the importance of social media in building a D2C brand, analyze the challenges and advantages associated with a D2C brand, analyze growth and expansion options available with Mamaearth and evaluate the strategies for Indian start-ups in the beauty and personal care space.
Case overview/synopsis
In 2016, what began as a quest to find safe baby care products for the first-time parents Varun and Ghazal, turned into an entrepreneurial opportunity. The couple started Honasa Consumer Private Limited at Gurugram, which owned the brand Mamaearth. Conceived as a D2C brand for mothers opposed to harsh baby care products, it debuted with just six baby care products with exclusive online availability. For the brand to grow, it recreated the marketing mix to be perceived as a brand for all ages. The step successfully garnered a customer base of over 1.5 million consumers in 500 cities and a valuation of INR 1bn within four years of operations. In February 2021, Mamaearth became a brand with INR 5bn annualized revenue run rate and aspired to double it to INR 10bn by 2023. Though Mamaearth debuted as a D2C brand, after tapping around 10,000 retail stores, the Alaghs realized that many consumers still preferred transacting in the offline space. Alaghs decided to expand by acquiring a robust offline space in 100 smart cities in India. Would it be wise for Mamaearth to take forward their offline expansion plans? Alternatively, would an aggressive product innovation coupled with a more substantial online presence be a more sustainable proposition?
Complexity academic level
The case study is appropriate for Post Graduate Diploma in Management/Master of Business Administration level courses of second year in strategic brand management, digital marketing, integrated marketing communication and marketing strategy. The case stuudy may also be useful for prospective entrepreneurs planning to embark upon a D2C venture. The case study elaborates on the emergence, marketing and branding of Mamaearth. The case study helps students understand the meaning of a D2C brand and the growth options available in the Indian market for a D2C brand from the perspective of Mamaearth.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 3: Entrepreneurship.
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Swati Chaurasia and Archana Shukla
The paper aims to establish the relationship between leader member exchange (LMX) relationship and work role performance through the dynamic process of employee engagement. The…
Abstract
The paper aims to establish the relationship between leader member exchange (LMX) relationship and work role performance through the dynamic process of employee engagement. The study outlines why and how leadership is important for employee engagement and effective work role performance. Adopting a survey based research design, a sample of 198 Indian working managers at different levels including various sectors has supported our hypotheses that employee engagement mediates the relations between LMX and work role performance. It provides empirical insights about how employee engagement process influences the LMX and work role performance relationships. The results also suggest that high quality relationship of employees with their leaders is positively related to employee engagement and their work role performance.
Pooja Purang, Archita Dutta and Sailee Biwalkar
This study aims to focus on understanding the work–family conflict of Indian women engineers through the lens of identity conflict.
Abstract
Purpose
This study aims to focus on understanding the work–family conflict of Indian women engineers through the lens of identity conflict.
Design/methodology/approach
Semi-structured interviews conducted with 20 Indian women engineers working in India and abroad of varying ages and work experience helped in understanding the types, sources and coping decisions about work–family conflicts experienced by them. Thematic analysis was conducted to analyse the qualitative data.
Findings
The findings reveal that as women engineers negotiate their “engineering” and “woman” identities, work–family conflict manifests as a battle of time and responsibilities, psychological strain and behaviour-based conflict. Furthermore, self-expectations and negative social sanctions play an important role in augmenting the experiences of these conflicts. The results also reveal how women re-strategize their career decisions to conciliate their conflicting identities.
Originality/value
This study furthers the literature on resolving work–family conflict by taking an identity perspective. Recommendations in literature such as work flexibility and part-time work, place the onus on women to increase their capacities to perform different roles better. Examining work–family conflict from an identity perspective allows us to look at the psychological processes underlying the challenges women face in balancing work and home in a male-dominated profession. These give insights into the need to go beyond accommodations in the workplace to redefine gender roles and relations for equal participation of women in the modern workforce.
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Hardeep Chahal, Ramesh Dangwal and Swati Raina
The study aims to propose four novel constructs of green satisfaction, green loyalty, green trust and green brand equity. It identifies the role of social marketing, relationship…
Abstract
Purpose
The study aims to propose four novel constructs of green satisfaction, green loyalty, green trust and green brand equity. It identifies the role of social marketing, relationship marketing, marketing orientation, general strategies, green marketing and marketing mix elements in enhancing financial and non-financial performance and ultimately the green brand equity. Green marketing strategies are gaining significant attention in the literature to support societal marketing concept vis-à-vis to enhance brand equity in the present competitive era. The present study conceptualizes a novel strategic green marketing orientation (SGMO) concept.
Design/methodology/approach
The paper draws upon the extant literature to present a series of research propositions relating to SGMO.
Findings
The study provides new insight to marketing management by highlighting the factors such as social marketing, relationship marketing and marketing orientation as the constituent elements which facilitate the development of SGMO in an organization. Further, the study has put emphasis on SGMO- performance relationship which is mediated by green trust, green satisfaction and green loyalty. Finally, it advances an understanding in enhancing green brand equity of the organization.
Research limitations
Being conceptual in nature, the paper needs to be empirically tested across manufacturing and service sectors. Further, lack of generalization of the scale items in various sectors needs to be researched in the future research.
Originality/value
This paper can help managers in identifying the three perspectives of SGMO, which include strategies (general), green marketing and marketing mix elements.
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Shruti Trehan and Arti D. Kalro
Designers must recognise the significance of a brand logo’s visual elements as they convey various meanings. While studies have attempted to collate visual elements, efforts have…
Abstract
Purpose
Designers must recognise the significance of a brand logo’s visual elements as they convey various meanings. While studies have attempted to collate visual elements, efforts have often been limited to specific types of visual elements (e.g. typefaces) or restricted to certain product categories. This study aims to conceptualise a comprehensive list of visual elements used in brand logos and to validate it based on the top 500 global brand logos across eight product categories.
Design/methodology/approach
A comprehensive list was conceptualised through a combination of literature review, interviews with experts and observations of real brand logos. Using this exhaustive compilation, content analysis of the top 500 global brand logos was conducted to discern the prevalent trends of the visual elements in logos across various product categories.
Findings
The content analysis results highlighted an extensive preference for use of wordmark, no outline and horizontal proportion in brand logos. Overall, 42.6% and 31% of brands preferred using cool and neutral colours, respectively. Moreover, the preference for colour categories (warm/cool/neutral), font types (organic/geometric) and stacking of elements (horizontal/vertical/diagonal) varied across product categories.
Originality/value
This study contributes to the literature by creating a comprehensive guidebook of visual elements of logos. It also offers guidance to in-house and third-party designers of companies for logo design to better understand the nuances of intellectual property related to logo elements and assists managers in comparing their brands’ visual identity with those of their competitors.