Bikramjit Rishi

Verified

Bikramjit verified their affiliation via an institutional email.

Learn more

Verified

Bikramjit verified their affiliation via an institutional email.

Learn more

• Ph D and Post Doctoral Fellowship
• Professor at Shiv Nadar University

The purpose of this study is to explore how different dimensions of online convenience impact mobile banking (m-banking) adoption intention. The findings from 432 banking users show that access convenience, transaction convenience, and possession/post-possession convenience predict m-banking adoption intention, with the chief driver being the posse...

Purpose Celebrity endorsement is a preferred marketing communication strategy adopted by business firms. The present study suggests theoretical underpinnings for investigating the effect of celebrity endorsement on individual investors' intentions to invest in the shares of companies. The study integrates marketing communication and behavioural fin...

Many researchers have investigated the consumer’s attitude towards using credit cards. However, how the different attributes contribute to credit card usage attitude is not evident. Thus, the main theoretical contribution of this study is to examine the importance and performance of a set of variables that explain the attitude towards using credit...

The Marketing 4.0 phenomenon has drawn positive attention recently due to digitization and the need for upgraded frameworks. It was recently proposed with four components: brand identity, brand image, brand integrity, and brand interaction (4i). Brand interaction caters to the latest digitization trends in the industry. This study applies the Marke...

This study investigates how regulatory focus, shopping enjoyment, store promotions, and propensity to plan before shopping are interrelated to explain store promotion usage. Two studies were conducted based on a moderated mediation approach. One is survey-based using PLS-SEM and another is experiment-based using Process Macro. The results reveal th...

Learning outcomes Upon completing this case and the accompanying assignment questions, students will acquire the following knowledge: Elucidate the utilization of technology by a company to enhance its digital capabilities and transform the operations of an industry . Highlight the difficulties encountered by a company throughout the process of dig...

Purpose Vegan cosmetics are becoming popular among consumers as they are made without animal ingredients. This study aims to analyse the impact of religious beliefs and environmental concerns on consumer–brand relationships using the stimulus-organism-response theory in the vegan cosmetics category. Design/methodology/approach The primary data has...

Purpose The paper applies the theory of planned behaviour (TPB) to investigate how surrogate advertising on social media platforms influences consumer attitudes towards alcohol products. Additionally, it explores the moderating effect of consumer scepticism on these attitudes. Design/methodology/approach A cross-sectional survey of 304 consumers w...

Learning outcomes After completion of the case study, the students will be able to analyze the challenges and opportunities associated with business expansion in any business, assess the significance of leveraging existing strengths versus exploring new markets for organizational growth, evaluate the implications of regional consolidation versus na...

Learning outcomes This case study will help business management students learn the dynamics of distribution management in the rural context. After working through the case and assignment questions, the students will be able to:▪ Understand the transformation of rural retail from traditional models to organized modern retail;▪ Understand the opportu...

Netflix launched its services in India on January 6, 2016, to gain 100 million subscribers. The journey of Netflix was a mix of a few opportunities and multiple challenges. India had a vast subscriber base, and 4G internet services were unfolded at a nominal price by Reliance Jio in September 2016 to increase the subscriber base further. However, O...

Purpose The phenomenal growth in dog ownership, dog-related products and services consumption, and the development of the pet industry emphasizes the need for a deeper understanding of dog-human companionship. This study explored different dimensions of willingness to buy and pay for dog-human companionship. Design/methodology/approach The study w...

Purpose This study aims to understand the association between the fear of missing out (FOMO) and its impact on psychological well-being (PWB). The mediating effect of anxiety and moderating effects of social media engagement (SME) and resilience on the association mentioned above are also examined. Design/methodology/approach The study used a mix...

This research investigates how individuals’ regulatory orientations influence their utilization of store promotions through two meticulously designed studies in distinct contexts. The first study examines innate cognitive inclinations, while the second manipulates cognitive orientations within specific contexts. The findings reveal a significant re...

Teaching Case study

Purpose This paper aims to conceptualize a framework drawn upon the self-regulation theory to study the effect of system quality features on the continuous usage intention of social network users. The study explores the relationship among the selected variables and identifies the determinants of continuous usage intention of social networks. Desig...

Purpose Co-creating with value network partners (VNPs) in the tourism industry has become essential for delivering improved service quality and enhancing consumer experience. This research examines the impact of value co-creation on the satisfaction of VNPs. Further, the study examines the moderating effects of socio-demographic factors on the rela...

On 9 September 2020, after finishing one of his lectures on franchising, Professor Dani reflected upon his own experience of a food franchisee business that he had started in 2015 in Hyderabad, India. He returned to his hometown of Hyderabad after working for close to 4 years with Symbiosis International University, Pune. On one evening in December...

South Asia's large size and economic diversification make it a diverse market. This diversity becomes crucial for marketers to reach consumers and share social media information about their products. Social media positively impacts branding and helps in fostering positive customer relationships. The chapter focuses on the South Asian market with de...

Learning outcomes The learning outcomes of this study are as follows: ▪ to bring the appreciation of the complexities involved in managing a mission-driven not-for-profit (NPO) institution; ▪ to highlight the pressures and tensions felt by a mission-driven not-for-profit organization from various stakeholders; and ▪ to appreciate the managerial cha...

The study aims to segment domestic tourists and understand the differences across these segments. It adopts an empirical approach and seeks to provide implications relevant to marketers. The literature review indicates that research on the motivational factors of domestic tourists needs to be more comprehensive. The study was carried out on a sampl...

Purpose This paper aims to validates a framework using the Uses and Gratifications Theory (UGT) to study the effect of values, i.e. Functional Value (FV), Social Value (SV), Emotional Value (EV) and Monetary Value (MV), on the Patronage Intention (PI) of Social Network Users (SNU’s) with mediating role of Perceived Usefulness (PU). Design/methodol...

The chapter addresses how small-scale enterprises fundamentally use social media to leave a footmark of their brand and have a direct mode of interaction with customers. The chapter indicates the need for SMEs to develop a social media roadmap to come up with user-friendly ideologies and use of relevant social media platforms to cater to the needs...

The advent of social media and the applications that followed continue to hold significant influence in today’s market landscape. Across the globe, consumers are using social media to access products-related information. However, it is also providing information that is helpful to consumers for their well-being. The chapter attempts to bridge the g...

Aim/Purpose: The focus on human well-being has attracted the attention of consumers, organizations, and marketers to understand the various facets of Front of Pack Nutrition Labelling (FOPNL). This study examines the overall research trends in the FPONL domain and identifies the new research areas. Background: FOPNL is becoming increasingly popular...

Teaching Case Study

Learning outcomes After working on the assignment questions, the learners can achieve the following learning outcomes: to deliberate on the emerging cloud-based business models in the food-tech sector; to scrutinize the challenges faced by a start-up while selecting an expansion model; and to purpose strategies and solutions for scaling up the busi...

Learning outcomes Leraning outcomes are as follows: demonstrating how companies in the Indian market are using competitive advertising; giving participants an overview of the regulatory framework for advertising in India; highlighting the complexities arising out of the multiplicity of advertising regulations and institutions in India; appreciating...

(a). The situation faced: In February 2018, Lacoste, the famous French lifestyle brand, made a brave announcement at the Paris Fashion Show Week when it announced the release of a limited edition series of polo t-shirts. The series would show ten endangered species of wild animals as the logo under the Lacoste brand. For nearly a century, Lacoste w...

Purpose In recent times, the growing use of electronic word of mouth (eWOM) has attracted consumers, organizations and marketers alike. The objective of this study is to summarize and compare the current mass of eWOM research published in leading hospitality and tourism journals with research published in the other fields of both business and manag...

This report titled "Contemporary Marketing: Regaining Ground" is an outcome of collaborative work by industry and academia brought out by IMTG. It covers three contemporary themes - customer experience management; social media marketing & behavioral economics for marketing. Each theme is documented as technical note along with perspectives from ind...

Learning outcomes The learning outcomes of this paper are as follows: to understand the meaning of celebrity endorser, to understand factors that play a significant role in selecting a celebrity endorser for product endorsement, to decide when a brand needs a celebrity endorser and to generate option analysis factoring in the pros and limitations o...

As organizations are making efforts to ensure sustainability in their practices, it becomes crucial to communicate these efforts to the consumers. Creating socially responsible consumers has become a need of the hour and a top priority for businesses. With the advent of social media and its integration into marketing communications, marketers have...

Purpose Marketing tools used in public policy may not be purely commercial but based on non-commercial marketing exchanges also. This paper aims to make a case for the practice of social marketing principles to aid the context of public policy. Design/methodology/approach The approach is to draw out the key implementable learnings (KILs) from the...

Learning outcomes To appraise the product positioning in an emerging market. To recognize and discuss a positioning plan for a new product. To apply, describe the Kapferer brand identity prism along with different competition levels for Kingfisher Ultra Max. To deliberate the marketing mix for improving the sales of Kingfisher Ultra Max. Case over...

This chapter brings all the key points from each of the earlier chapters together towards a framework for crafting and executing an effective customer experience (CX) strategy. We go back to the ‘how of customer experience management (CEM)’ discussed in the first chapter and connect the dots for the readers through the process and include the commo...

Crafting Customer Experience Strategy: Lessons from Asia looks at how Customer Experience Management can be vital in providing a sustained competitive advantage for businesses. In uncovering this essential strategic challenge, this book explores the need to create customer experiences by design utilizing data, as well as the importance of engaging...

The opening chapter takes the reader through three aspects of customer experience management (CEM) – the what of customer experience (CX), the why of CX and the how of CEM. The authors have collected, synthesised and presented information from research as well as practice in this chapter. It helps the readers build a perspective on CX, sieving thro...

Technological developments have revolutionized the means through which organizations approach their marketing strategy. With increasing internet penetration, social media platforms are more popular now than ever. Hence, it is imperative for today’s organizations to integrate social media into their overall marketing strategy successfully. This chap...

There is a trend of shortening lengths of stay (LOSs) in tourism, coupled with more frequent trips. Since tourism revenue derives from the duration of stay of tourists at destinations, tourism marketers are interested in attracting those tourists who stay for longer, and thus more profitable durations. Indian domestic tourism is a huge market but i...

Social Media Marketing blends essential theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications, and harnessing social media data to yield consumer insights. This textbook outlines the “four zones” of social media—commu...

Brand hate is an emerging concept representing the dark side of the consumer–brand relationship. This research investigates whether negative brand social self-expressiveness can significantly predict brand hate via creating perceived brand embarrassment in a social context, and also the moderating roles played by consumer’s susceptibility to social...

Dailyhunt’s road to the number one regional language news aggregator in India had been a long and momentous one. Virendra Gupta, CEO and founder of Dailyhunt had seen the landscape undergo multiple changes and had to adapt his company to these changes through the use of analytics and strategic partnerships with content publishers. With the rapid pe...

Purpose: India is a country with vast diversities and heterogeneous cultures; hence, it becomes difficult to understand and analyze consumer behavior. Companies in each industry need well documented studies on consumer behavior for devising strong and effective marketing strategies. The same is true in the case of credit card industry. According to...

Abstract This study evaluates brand attitude development process and uses it as a model for imagery created in advertisements. For advertisers, investigating the impacts of brand attitude on brand imagery has been a major issue of concern. The current literature available on the brand attitudes is broadly discussed an d the specific area of interes...

This study evaluates brand attitude development process and uses it as a model for imagery created in advertisements. For advertisers, investigating the impacts of brand attitude on brand imagery has been a major issue of concern. The current literature available on the brand attitudes is broadly discussed and the specific area of interest is so di...

Introduction Can a company spending on corporate social responsibility actually create a brand around such initiatives? In 2013, India became the first country in the world to pass a statute with a rather revolutionary provision on Corporate Social Responsibility (CSR) in its new Companies Act, 2013, repealing the erstwhile Companies Act, 1956. Acc...

Any business school devotes it’s time to imparting education, consulting, research and society services but the extent of these activities varies from one business school to another ( Coser, 1972; Boyer, 1982). After the global reforms and opening up of the economies for educational services trade, many business schools across the globe are facing...

The paper synthesises and defines the concept of smart city. The study synthesises the existing literature to drive the meaning of smart city and designing a positioning framework. Majorly, all the literature sources have searched out to find out the relevant literature by using the terms like smart city, framework for a smart city/cities, meaning...

The paper synthesises and defines the concept of smart city. The study synthesises the existing literature to drive the meaning of smart city and designing a positioning framework. Majorly, all the literature sources have searched out to find out the relevant literature by using the terms like smart city, framework for a smart city/cities, meaning...

Learning outcomes This paper aims to understand the changing landscape of media and entertainment industry, to understand the difference between display advertising and native advertising, to know the standing of BuzzFeed in the industry and to know the strategic actions of BuzzFeed under the current competitive business environment. Case overview...

Subject area Marketing Management, Marketing Strategy and Marketing Communication. Study level/applicability The case is targeted at students of post-graduation and under-graduation programs in Business Administration, specializing in Marketing Management or Marketing Strategy. Case overview Mukesh Ambani’s announcement about the launching of Rel...

The study aims to identify the various factors influencing adoption of e-grocery in India. The factors which have been analyzed in this study include guidance for shopping, transaction security, sensory perception while shopping and product assortment and availability. The impact of these factors has been studied on perceived risk, perceived commun...

In a short time span, social media has transformed communication, as well as the way consumers buy, live and utilize products and services. Understanding the perspectives of both consumers and marketers can help organizations to design, develop and implement better social media marketing strategies. However, academic research on social media market...

Subject area Marketing management, Sports marketing. Study level/applicability The case is targeted at students of postgraduate and undergraduate programmes in business administration, specialising in marketing management/sports marketing. Case overview The Hockey India League (HIL) failed to make its mark. After the grand success of the India...

Fashion Luxury brand marketers in India are constantly identifying and analysing new trends and consumption patterns in the Indian market. India as an emerging market has a lot of scope and opportunities to offer for the marketing of fashion luxury brands. This paper attempts to understand the behaviour of Indian consumers towards consumption of fa...

The online travel and tourism sector in India started out as an early leader of Indian e-commerce sector as per the PWC report (2015). This sector includes online travel and ticketing for air, rail, bus, movies and events. The sector comprises about 70% of the total ecommerce sector which is estimated to be about 22 billion USD. This online travel...

In India, ever since the luxury brands decided to focus on associating their luxury products as means to seek out feelings of accomplishment, the fad has caught up different ethnic groups with varied extent. The consumption of luxury products in India is increasing at exponential level and apart from metros even tier two cities are fuelling up its...

This study tries to understand the non-financial factors, which influence the purchase of pirated software. The research design is descriptive in nature. The questionnaire was filled by 400 students selected conveniently from the institutions selected for this study. The study has used factor analysis to validate the constructs. Thereafter, the stu...

This study tries to understand the non-financial factors, which influence the purchase of pirated software. The research design is descriptive in nature. The questionnaire was filled by 400 students selected conveniently from the institutions selected for this study. The study has used factor analysis to validate the constructs. Thereafter, the stu...

In the online environment, lack of interaction among the buyers and the sellers further establishes that it is essential to understand the antecedents of online purchase intention. This study theorises a conceptual model to establish the relationship of online purchase intention with the antecedents of online purchase intention in the United Arab E...

In the online environment, lack of interaction among the buyers and the sellers further establishes that it is essential to understand the antecedents of online purchase intention. This study theorises a conceptual model to establish the relationship of online purchase intention with the antecedents of online purchase intention in the United Arab E...

Subject area Marketing. Study level/applicability The courses in which this case can be used include e-business, e-commerce, digital marketing, retailing and marketing strategy. This case can be used to teach MBA students. This case is also having the equal relevance for the executive programmes. Case overview AaramShop is digitizing the Grocery...

The rise of the Islamic Marketing has attracted the attention of the marketers to bring Islamic perspectives in their marketing actions. There are four major pillars (i.e. Spiritualistic, Ethical, Realistic, and Humanistic), which must be focused while transacting with the Muslim consumers. This chapter synthesizes the literature available in Islam...

The scarcity of marketing literature in context to Islam is the basic motivation to bring this title. Islam as the prominent religion in the world has a major influence on the buying and consumption decisions of the Muslim consumers. Around 23% of the world population follows Islam with different extent of attachment and implementations of the reli...

Indian consumer’s background, in recent times, has progressed to become one of the greatest forces shaping the Indian society. Marketers and researchers are trying to understand the various dimensions of this emerging Indian consumer culture. Brand trust is one among these dimensions to be understood. Although factors affecting brand loyalty contin...

The study makes an effort to evaluate Incredible India campaign in terms of its growth and expansion. For the purpose of this study descriptive research has been undertaken, in which a questionnaire was designed to measure the attitude of the foreign tourists towards India. For analyzing the attitude towards Incredible India campaign, Fishbein Mult...

For Indian apparel retailing, things started to change slowly in the 1990s, when a shift started from unorganised apparel retailing to organised one. The textiles sector, with companies such as Bombay Dyeing, Raymond, S. Kumar's and Grasim, was the first to see the emergence of retail stores. This paper analyses the developments in apparel retailin...

As the pace of competition is intensifying the use of strategic information systems (SIS) as competition weapons is increasing day by day. Today, business operations and information systems (IS) are so tightly integrated with each other that it would almost be impossible to improve business processes unless corresponding IS support the change. To s...

With a large customer base, India is a significant emerging market of the world. The multinational companies looking for a sizeable share in this market must understand the media consumption pattern of Indian customers. This study unfolds the various media consumption patterns and the various sources of information. Cluster analysis has been used t...

Services quality measurement is difficult as services lack objective parameters of measurement. Measurement of service quality for retail stores requires specific measuring instrument due to unique attributes of retail business. Hence, Retail Service Quality Scale (RSQS) has been preferred in this research over SERVQUAL. Service quality is measured...

Online shopping is an innovative option of distribution available in the hands of marketers. It is innovative and creative because marketers can experiment with it in form, content, visibility and availability. In India online shopping is considered as a relevant alternative channel for retailing and it is now an important part of the retail experi...

Apparel Retailing in India is gradually inching its way to becoming major contributor in the retailing growth in India. The whole concept of shopping in apparel category has undergone change in terms of format and consumer buying behavior, ushering in a revolution in shopping. This paper makes a contribution towards a comprehensive understanding of...

A rapidly changing business environment requires firms to develop information systems that are more flexible, responsive, integrative and information rich. At the same time, it is also important to align the information systems with their core business processes. Review of literature of this study indicated the clear gaps existing in the developmen...

A rising trend in Human Resource Development (HRD) in recent years has seen a steady growth in the number of training tasks being undertaken by external providers. This paper explores the impetus for outsourcing training in telecom industry across National Capital Region (NCR) and highlights the importance of identifying the critical factors for th...

The strategic value of information systems and the impact of information technology on businesses have increased the need for effective Strategic Information Systems (SIS) development. But the available methodologies for the development of SIS stress different issues, hence there is no clear guidance available for SIS development. Further review of...

Understanding Strategic Information Systems (SIS) implementation is an important challenge to organizations. It is considered important because Information Technology (IT) decisions about investment are made worldwide and these decisions have the impact on the survival and growth of the organizations. In this context, SIS should be implemented very...

The use of Internet is catching up and online shopping is considered as a relevant alternative channel for retailing in India, and it is now important part of the retail experience. This study is an empirical study basically based on the primary data but secondary data have also been collected from various sources (published and unpublished) includ...