Justin Paul

University of PR, USA; University of Reading-England; Former Faculty member, Uni of Washington,

The purpose of this article is to reconceptualize the term “masstige” (Mass Prestige) marketing, develop a masstige model for brand management, and extend the use of the Masstige Mean Scale (MMS). The study was conducted based on the data from 600 individuals living in the United States, France, and India using a structured questionnaire consisting...

en Through this article we develop a new model for the internationalization of firms, called the Conservative, Predictable and Pacemaker (CPP) model, for extending research in the domain of international business. The main purpose is to provide a new typology that can be used as a theoretical lens for future research and to motivate researchers to...

The purpose of this paper is to develop a generalized 7 P-theoretical framework for strategic planning as part of international marketing (Potential, Path, Process, Pace, Pattern, Problems and Performance) with theoretical propositions. Although the 7 P-framework is based on the literature on internationalization of Latin American firms, we present...

Purpose During the last two decades, studies on the theoretical models in the area of international business (IB), such as gradual internationalization and the born-global firms, have gained the attention of researchers. The purpose of this paper is to critically review the studies on the process of internationalization (Gradual Internationalizati...

With the increased momentum of knowledge generation in the field of research, systematic reviews are essential to epitomise the state of extant literature and for theory building. In this article, we discuss the advantages of synthesising and reporting findings using a more impactful type of systematic review, the framework-based review. Additional...

Purpose Although marketing is essential for a firm’s survival and growth, a set of entrepreneurial strategic orientations may help it gain a competitive advantage. Entrepreneurial marketing (EM) is critical for growing businesses to succeed in today's fast-paced industry. The present study aims to measure the role of EM on the business performance...

This study investigates a novel mapping approach for the systematic analysis of empirical research, termed Variable Science Mapping (VSM). This approach enhances the current capabilities of Systematic Literature Reviews (SLRs) by incorporating variables and their interrelationships, surpassing traditional methods, such as Science Mapping (SM), whic...

Our study explored the enabler role of perceived usefulness, enjoyment, and ease of use from metaverse tourism on Gen Z engagement and satisfaction. Furthermore, the enabler role of Gen Z's engagement and satisfaction with metaverse tourism on their word-of-mouth intentions are also explored. Lastly, the study examined the contingency effects of ag...

Mobile payment systems are increasingly seen as the lifeline of an economy and recognized as a harbinger of financial inclusion for the bottom of the pyramid (BoP). The present study aims to examine key antecedents of continued intention to use mobile payments by the BoP segment, which has shown increased usage of mobile payments. Whether this tren...

The evolving landscape of the academic world has ushered in a plethora of challenges and opportunities for researchers. While there are undoubtedly monetary incentives and fringe benefits for those who actively engage in publishing, the journey toward acceptance by a premier journal is often arduous and time‐consuming. Considering this context, thi...

In the competitive landscape of mobile food ordering applications (MFOA) in India, the primary focus is enhancing the customer experience to mirror or even exceed their offline meal acquisition experiences. Existing research underscores the pivotal role of a superior online experience in driving business success. Against the backdrop of a dearth of...

Purpose This study aims to examine the influence of two significant product labelling strategies (geographical indication [GI] vs country-of-origin [COO]) on shaping customer product attitude and purchase likelihood, considering consumers’ ethnocentric and cosmopolitan tendencies. The authors also investigate the boundary conditions and intervening...

Purpose This paper aims to explore the factors influencing the behavioural intention of Gen Y consumers to avail omnichannel service and to identify the relative influence of predictors in explaining the behavioural intention of Gen Y consumers to use omnichannel service. Design/methodology/approach Data collected through surveys from 287 Gen Y co...

Luxury brands are increasingly targeting the middle class through ‘masstige marketing’ as the trendy business opportunity,' which combines luxury and mass appeal. This strategy aims to make high-end brands more accessible to a wider audience, catering to the desires and preferences of the middle class. Grounded in the Mass Prestige (Masstige) theor...

Purpose-The ease and convenience of online shopping are shifting the customers to e-tailers. This has prompted offline retailers to reexamine behavioural patterns along with a reconfiguration for a responsive retail model. The paper investigates the influence of responsiveness on customer satisfaction, cross-buying behaviour, revisit intention and...

Distinguished Scholar (Visiting) title from Indian Institute of Management, Kozhikkode

With the onset of the twenty first century, developing economies have kept pace with global standards in terms of information and technology. Indian consumers have already become immersed in this process due to digital transformation. This means even in developing nations such as India, digital natives-those who grew up immersed in digital technolo...

With the onset of the twenty first century, developing economies have kept pace with global standards in terms of information and technology. Indian consumers have already become immersed in this process due to digital transformation. This means even in developing nations such as India, digital natives – those who grew up immersed in digital techno...

The article investigates the impact of three dimensions of the speed of internationalization speed-the entry timing, the initial speed and the pace of international expansion-on the performance of exporting small-and medium-sized enterprises (SMEs). To this purpose, we adopt a mixed-method approach analysing quantitative and qualitative data on Ita...

Digital transformation has had an unprecedented influence on all sectors of business over the last decade. We are now entering an era characterized by the extensive digital transformation of businesses, society, and consumers. Therefore, digital transformation has become a pivotal focus for organizations across various sectors in recent years. Desp...

Digital transformation has had an unprecedented influence on all sectors of business over the last decade. We are now entering an era characterized by the extensive digital transformation of businesses, society, and consumers. Therefore, digital transformation has become a pivotal focus for organizations across various sectors in recent years. Desp...

Although research on foreign market entry mode choice is spread across various aspects and dimensions, a comprehensive review that accumulates the knowledge holistically in the context of family firms is sparse. To address this gap, the study systematically reviews 50 research articles and presents state-of-the-art literature for around three decad...

Purpose Smartphones have become a vital element of daily life and because of this ongoing reliance, consumer' attention is drawn to online platforms, which may harm societal communications. Therefore, this paper investigates a behavioral addiction known as “fear of missing out” (FoMO), which causes anxiety and leads to more problematic smartphone u...

The emerging world cannot ignore circular bio‐economic development for long. A study of circular bioeconomy pointers at the local level is required to expedite the outgrowth of local economies. The narrative of “for the locals, by the locals, and at the local” is pursued in the study, by recognizing the research gaps concerning local economies' gro...

This study is grounded within the theoretical framework of attitude-behavior-context. The study examines how perceived health risk shapes both health and environmental attitudes, leading to organic food consumption. Further, we also assess the role of perceived effectiveness and green trust in moderating the proposed relationships. The data were co...

During an emergency, there are many activities in a pharmaceutical supply chain (PSC) which are rendered ineffective. This study aims to propose a holistic approach for Big Data Driven Pharmaceuticals Supply Chain (BDDPSC) during medical emergencies. During unprecedented situations, the quality of healthcare services by using traditional supply cha...

The notion of a brand's mass prestige ('masstige') has always been confined within the contours of business-to-consumer (B2C) markets. This study is a pioneering attempt to introduce masstige brands in the business-to-business (B2B) market. Employing a three study design, this research established that masstige is a strong case for B2B marketers. T...

This study investigates how the relationships consumers establish with prestigious brands can lead to brand happiness. A study of 545 responses covering 19 global brands assessed consumers' perceptions of their relationship with prestigious brands—in both functional and symbolic categories—and brand happiness. Using structural equation modeling and...

This paper presents a rigorous and in-depth systematic review of the literature on Basic Psychological Needs Theory (BPNT) and its applications in marketing research. Despite the widespread use of conventional models and theories in marketing research, motivational theories, such as BPNT, which have demonstrated significant effectiveness in driving...

This study investigates the influence of consumption value on tourists’ intention to purchase travel products online through the lens of the theory of consumption value framework. We used structural equation modelling (SEM) and a fuzzy set of qualitative comparative analysis (fsQCA) on 559 responses collected using M-Turk. The findings show that pr...

Purpose From the signaling theory perspective, the current study explores various drivers of brand transparency and its effect on users' interactions with food delivery apps. Design/methodology/approach First, a set of precursors of brand transparency of food delivery apps from focus group discussions was identified. Next, an integrated model test...

Consumers living in today's almost demystified world of consumption are constantly searching for new ways to add value to their lives. Consumption of material goods or owning favorite brands are common ways for consumers to satisfy this deep-seated desire. In this context, a bond between consumers and brands can be formed. This close bond between a...

Syllabus of the workshop on The Art of writing Ten different types of systematic Lit reviews by Prof Justin Paul. See Google scholar link https://scholar.google.com.pr/citations?user=QONdoqoAAAAJ&hl=en

The websites present essential healthcare information to patients, from disease symptoms, admission, and discharge to post-care. The present study proposed the CRRAV Model (Credibility, Reliability, Readability, Acceptability, and Validity) for website quality contents of Hospitals, developed from the Expectation Disconfirmation Model, Web QIM, Web...

Authors Lim et.al (2022) copied my idea, classification etc without giving credit to my published articles. Based on my request, and publisher's investigation, they found that Lim et.al (2022) should have cited our article and taken our consent to include our brainchild -classification etc and now, they published CORRECTION as an Open Access file i...

The need of the hour is to encourage research on topics with newness and novelty. In this context, this article discusses multidimensional benefits and potential pitfalls of using artificial intelligence‐based Chat Generative Pre‐trained Transformer (ChatGPT), and provides numerous ideas for future research in consumer studies and marketing in the...

Digital transformation has a significant impact on firm internationalization. This paper aims to provide a systematic literature review to analyze two decades of literature on key issues related to digital transformation at the individual, firm, and macro (international) levels and its impact on firms’ internationalization process. We show the impa...

Existing scales for Service Innovation focused mostly on technological newness in firms where the non-technological components were ignored. This study emphasizes the need for measures that could include both technological and non-technological constructs from customer perspective across a range of sectors. Mixed Method approach was adopted where q...

This research proposes a conceptual model based on the stimulus-organism-response (S-O-R) theoretical framework which links perceived website/app quality and image (stimuli) to satisfaction and trust (organism) which in turn influence customer repurchase intention (response). The data was collected from 680 consumers via Amazon MTurk. Following Cov...

Several extant contemporary works of literature diagnose the lack of sound theoretical underpinnings of the Digital Entrepreneurship phenomenon. This paper provides a systematic literature review offering insights on the Digital Entrepreneurship phenomenon to generate insights into recent developments in the field. A systematic literature review wa...

The emergence of various approaches in relationship marketing has transformed business marketing practices in managing strategic clients. In this direction, firms have embraced Key Account Management (KAM) as a relationship marketing tool for profitably managing their strategic customers. The concept of KAM has evolved and gained importance in acad...

This study aims to establish the consumption values which are instrumental in formation of trust and influences the repurchase intention of subscribing to over-the-top (OTT) platforms. We propose a succinct theoretical model by using the theory of consumption values (TCV). We also employ trust to extend our model. The analysis of the responses coll...

With the rise in the global environmental issues, there is need of transformation of internal combustion engines into electric ones in the transportation industry. Therefore, this article aims to identify and categorize the barriers in adoption of battery-operated electric vehicles (BOEVs) in context to India. The article is conducted into three ph...

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...

Online customer review Electronic word of mouth Peripheral Sentiment analysis Text mining A B S T R A C T Online customer reviews, considered as electronic word of mouth, have become very useful in the era of e-commerce as they facilitate future purchase decisions. The present study discusses the central and peripheral sources of influence, such as...

Visual merchandising has gained importance in contemporary retail research and practice. Initially considered as an essential element of retail store atmospherics, the scope of visual merchandising has now extended well beyond the usual reference of a visual stimulus. As research on visual merchandising and store atmospherics continues to converge,...

This review synthesizes the prior literature on digital financial transactions (DFTs), identifies the factors that influence the adoption of DFTs, and sheds light on the research gaps in this area. This review focuses on the empirical studies published from 2009 to 2020. We identify fifteen factors that motivate the adoption of DFTs as well as five...

Masstige marketing is a strategic word for market penetration for premium but reachable products based on brand equity, trying to develop brand awareness, likability, affection, and attachment. Hence masstige scale may allow firms to measure brand equity to derive insights into the popularity of their brands. However, there is no empirical evidence...

Systematic literature review (SLR) Future research agenda PRISMA A B S T R A C T This review synthesizes the prior literature on digital financial transactions (DFTs), identifies the factors that influence the adoption of DFTs, and sheds light on the research gaps in this area. This review focuses on the empirical studies published from 2009 to 202...

This article aims to assist researchers in navigating the path to theory creation by investigating how they might build theory through literature reviews. In particular, we propose and elaborate upon the Theory Generation from Literature Review (TGLR) process, capturing different methods and techniques to be applied depending on the level of develo...

The worldwide increased consumption of goods and services squeezes natural resources, thus causing severe damage to the environment. In the backdrop of the growing affirmative reaction of people, the inclination to buy green products is on the rise. Therefore, we explore the extant literature to identify the factors established for their role in de...

This article presents a systematic review of the nostalgia literature (205 articles) using PRISMA protocols. It dwells on three questions: What do we know about nostalgia? What do we need to know about nostalgia? and Where should we be heading? The article examines the evolution of nostalgia, analyzes the definitions of nostalgia (past–memory–yearn...

Prior studies on the in‐store experience focus on the impact of store atmosphere. Sensory marketing and brand experience, on the other hand, have been found to be significant in providing a better consumer experience in recent studies. Thus, the goal of this paper is to broaden the scope of this study by examining the causal effect of sensory marke...

The purpose of this paper is to examine the effectiveness of social media on the different stages of consumers' cognitive stages through the Hierarchy of Effects (HOE) model for mobile banking adoption among consumers. A two-stage analytical approach with Structural Equation Modeling (SEM) and Neural Network (NN) analysis to bring out social media'...

Consumer experience has long been recognised as a key component in influencing consumers' habits and attracting, pleasing, and retaining customers. The hospitality sector is often regarded as one of the most experience-rich industries. Lately, the idea of a guest's experience in a luxury hotel has gained popularity. Limited studies have examined th...

This paper presents a meta-analytical evaluation of the literature on the Urge to Buy (UTB). It seeks to establish the common antecedents of UTB as a construct by a thorough examination of the prior literature. Accordingly, the most significant antecedents of UTB are perceived enjoyment, perceived usefulness, hedonic and utilitarian values, positiv...

Academic research exploring the phenomenon of impulsive buying using s-commerce platforms is scarce. Little is known about the factors and their prominence in shaping impulsive buying on s-commerce platforms. Current research explored this unexplored terrain by employing a two study research design. Using scientific procedures and rationales for sy...

The purpose of the paper is to investigate how innovative, small‐to‐medium enterprises (SMEs) internationalize through utilizing wholly foreign‐owned entities (WFOEs), as there is a little research explaining this. This paper presents the findings from in‐depth case studies with 14 SMEs that internationalized to China as WFOEs. The SMEs internation...

Small and medium-sized enterprises (SMEs) organize themselves into clusters by sharing a set of limited resources to achieve the holistic success of the cluster. However, these SMEs often face conflicts and deadlock situations that hinder the fundamental operational dynamics of the cluster due to varied reasons, including lack of trust and transpar...

Purpose The study aims to examine “Advertisement content likeability” and its relationships with consumers' purchase and sharing intentions. Design/methodology/approach Second-order factor analysis was applied. Structural equation modeling (SEM) was used to measure the moderating effects of technology adoption model, knowledge sharing and Internet...

Consumption of luxury brands has been rising significantly, particularly in emerging economies. While some aspects of luxury consumption may be consistent across cultural settings, certain key differences may prevail; with particular attention to the relational and experiential aspects that characterize consumer-brand engagements. The purpose of th...

Grounded on the Masstige theory, this study examines the direct and indirect impact of Mass Prestige of a Brand (MPB), Brand Perception (BP), and Propensity to Pay the Premium (PPP) on Brand Evangelism (BE) via Brand Happiness (BH) as a mediator. Moreover, the moderating role of Self-pleasing Experience (SPE) between Mas-stige and BH and the intera...

The sharing economy has emerged as an influential research area in which a platform mediates customers' temporary access to service provider resources. To provide a generalizable picture of the platform's customer and service provider relationship formation process, we integrate effect sizes from 192 studies, including 214 independent samples (N =...

Purpose The study aims to investigate how hotel booking attributes (i.e. perceived privacy, perceived certification and perceived assurance) engender consumers’ untrust and consequent behavioral intentions (i.e. altruistic behavior and trusting intentions). It also unveils the role of hotel attributes performance as a moderator between hotel bookin...

Meta‐analysis is a research method for systematically combining and synthesizing findings from multiple quantitative studies in a research domain. Despite its importance, most literature evaluating meta‐analyses are based on data analysis and statistical discussions. This paper takes a holistic view, comparing meta‐analyses to traditional systemati...

Forecast of Journal Impact factor- 2021 based on Citations in Scopus - Standard deduction for SSCI journals.

Call for Papers (3rd annual Special Issue for Review Papers, Inter J of Consumer studies, Cite score 7.0, Likely IF 6.2 to 6.5)

Frugal innovation is about achieving more value while using fewer resources. This concept has found application across multiple domains, ranging from healthcare and transport to energy and manufacturing. This straddling of multidisciplinary domains fragments our academic understanding of the literature in this field. This state-of-the-art literatur...

The purpose of this paper is to revisit theories of internationalization and explore their export commencement processes from emerging market lenses. The paper combines the two important concepts, the pre‐export phase and lateral rigidity to deliberate the internationalization phenomenon of SMEs. The paper draws on extant literature on the SME inte...

Purpose Family firms' desire to preserve and uphold socioemotional wealth (SEW) makes their internationalisation a complex phenomenon. Despite the significance of SEW in guiding family firms' internationalisation decisions, the literature in the underlying research stream is still scant and inconclusive. Thus, the purpose of the study is to gain pr...

Healthcare services/products, such as medicine, consultation with doctors, lab tests, are growing in popularity, and their benefits are well known. Little is known about the consumption values that impact customers' brand love despite the increased knowledge of healthcare apps. To overcome this hurdle, healthcare apps must improve client engagement...

Technology has revolutionized the way we all use smartphones and has paved the way for devices with multiple functions like smart appliances, smartphones, smartwatches, and many more gadgets resulting from such a revolution. The in-built operating system (platform) on which these devices/ systems function is most vital. Many people use operating sy...

It has been a challenge to map the efficacy of marketing communications in building stronger brands on social media. Given the paucity of research in this area, the present study offers a holistic model that maps the effect of social media marketing (hereinafter SMMEs) on consumer response via building brand equity and brand trust. This study was c...

Researchers on online consumer behavior have rarely discussed the subjective well‐being aspect or improving the life quality of the next billion as the bright side. Emerging technologies such as mobile payments have added to the life quality of people by enabling fast and convenient transactions online that can be performed anywhere and anytime. Th...

Consumer ethics continues to draw the attention of academicians and practitioners as a significant economic and social issue globally. Consumer ethics refers to moral principles that govern a consumer's behaviour. This literature review seeks to enrich the discourse on consumer ethics through a comprehensive and detailed review of 106 articles, cov...

Because of the Covid-19 pandemic, there has been a variety of changes identified in customers’ shopping behaviours, and development of new practices as a response to the crisis. The purpose of this research is to examine the effects of Covid-19 phobia, and news exposure on individuals’ psychological states, and their resulting mobile shopping behav...

The growing body of literature around eco-friendly hotels indicates an increase in popularity for such hotels. However, the low booking rate in eco-friendly hotel is a major concern for sustainability and profitability. Therefore, the current study addresses the long-lasting attitude-behaviour gap by investigating the role of environmental concern...

This study examines how brand communication influences consumer‐based brand equity through social networking sites in the presence of brand attachment as a mediator. The outcomes related to consumer‐based brand equity, such as consumers' pay intention and loyalty to a brand and a brand's vocal ability, are also explored in this study. An empirical...