Piyush Sharma

Curtin University · School of Management and Marketing

Despite growing evidence about differences in the attitudes and behaviors of consumers in emerging and developed markets, there is little research on the differences in country of origin (COO) effects on their evaluation, behavioral intentions (BIs), and actual purchase of imported products. This paper introduces a new conceptual framework incorpor...

Cross-cultural studies using Hofstede’s national scores to operationalize his five cultural factors at an individual level suffer from ecological fallacy, and those using self-report scales treat cultural factors as unidimensional constructs and provide little or no evidence of the construct validity and measurement equivalence of these scales. Thi...

Customers and employees from different cultures are increasingly interacting with each other. However, there is little research in this area and it focuses mostly on the customers’ perspective. This article presents a conceptual framework for intercultural service encounters applicable to both customers and employees. Findings from an exploratory q...

Consumer ethnocentrism (CE) is a popular construct in international marketing research and is generally measured using the CETSCALE, a reliable scale with proven predictive validity but with limited evidence about its construct validity, dimensionality and cross-cultural measurement invariance. This note addresses these gaps by reconceptualizing CE...

Purpose – This paper aims to explore the process by which four store environment (music, light, employee, and layout) and two individual characteristics (shopping enjoyment tendency (SET) and impulse buying tendency (IBT)) influence impulse buying behavior through positive and negative affect, and urge to buy impulsively. Design/methodology/approa...

Gamification has become one of the most effective ways to generate customer engagement. However, there needs to be more structured research on the drivers of the adoption and sustained use of gamification in travel and tourism research. Drawing upon the uses and gratifications theory and the technology acceptance model, this research examines the i...

This paper develops and tests a new conceptual model incorporating the indirect impact of two ethical ideologies (idealism and relativism) on Chinese consumers’ ethical judgments under four ethically problematic consumption situations (active benefit, passive benefit, deceptive practice, and no/indirect harm) through two cultural values (integratio...

This multi-site case study on the invasive alien plant Lantana camara in protected areas of Nilgiri Biosphere Reserve, India, addresses the reasons for inadequate institutional responses from stakeholders in managing the species despite the seriousness. The study uses thematic analysis and qualitative systems approach. The themes are converted into...

This paper draws on social exchange and social capital theories to explore knowledge-sharing behavior with culturally diverse teams from business-to-business (B2B) partners. We use two experimental studies to examine the direct effects of cultural diversity between B2B partners and its indirect effects through perceived morality on their knowledge-...

Purpose This paper aims to explore the challenges and opportunities faced by buying centers in small and medium enterprises (SME) manufacturing companies in view of recent technological changes and the virtualization of communication. Design/methodology/approach This study uses a qualitative approach with multiple case studies to portray complex r...

This paper introduces a new conceptual model to examine the impact of technological opportunism (technology sensing and response capabilities) on the adoption of incremental and radical technological innovation by small and medium enterprises (SMEs). We tested our hypotheses with data from 228 Indian SMEs using a symmetric method of partial least s...

Purpose As knowledge management increasingly becomes critical for the success of professional service firms, this paper uses social exchange theory to investigate the interactive impact of transformational leadership and organizational innovation on online knowledge sharing by employees in professional service firms. This study aims to investigate...

This paper extends prior research into the role of social comparison in service recovery by investigating the role of both downward and upward social comparison. Social comparison theory and attribution theory are applied to explore the differences in how upward and downward inter-customer comparison affects post-recovery satisfaction and word-of-m...

Purpose This study aims to examine the differences in the impact of three leadership styles (transactional, transformational and creative) on intraorganizational online knowledge-sharing and employee creativity. Specifically, we use self-determination theory (SDT) to examine the impact of these three leadership styles on four aspects of online know...

Purpose This paper aims to propose mechanisms of the dark side of interorganizational relationships from a social psychological perspective. The purpose is to understand the role of boundary spanners’ social psychological processes that may trigger the dark side effects. Design/methodology/approach Multple mechanisms are developed through three so...

Environmentally sustainable diets are increasingly aspired to in food-based dietary guidelines across the world. However, little is known about consumer attitudes toward these diets when making food decisions. This study aimed to identify the demographic characteristics of Australian adults based on the level of attention they paid to the healthful...

Purpose-The purpose of this editorial is to summarise the eight articles published in this special issue and to extend the growing research on the challenges and opportunities facing professional services providers in adopting emerging digital technologies. Design/methodology/approach-The eight papers included in this special issue adopt diverse th...

Innovative practices in business, trade & commerce-Challenges and Opportunities Purpose: The purpose of this editorial is to summarize the eleven papers published in this special issue and to extend the current research on innovative practices across a wide range of business, trade and commerce disciplines, including financial services, marketing,...

This study investigates the association of emotional (courtesy) and functional (explanation) service recovery strategies with customer responses in the healthcare and telecom sectors. The study also examines the mediation effect of the valence of customer forgiveness (resentment and exoneration) on the association of explanation and courtesy with r...

Purpose This paper aims to combine the agency theory and efficiency wage theory to explore the effects of relative compensation for executive directors with marketing experience on two marketing outcomes (marketing efficiency and market share) and the moderating roles of ownership type (private vs state-owned enterprises) and market concentration i...

175 words) Due to an increasingly turbulent global business environment as the whole world grapples with Covid-19 and its devastating social and economic impacts, small and medium enterprises (SMEs) are finding it particularly difficult to maintain and develop their capabilities to allow for business continuation and improved performance. However,...

Past studies show that service climate and internal service quality positively influence service employees' well-being and performance, however, they do not explain the socio-psychological mechanism underlying this phenomenon. This paper aims to address this gap with an integrative conceptual model and specific hypotheses. Specifically, it argues t...

Increasing food waste is a major threat to sustainability and food security. Recognizing the issue, the United Nations Sustainable Development Goal (SDG) 12 mandates reducing global food waste by 50 percent by 2030. This situation has also given impetus to academic research on consumer food waste in both household and out-of-home settings. However,...

This paper addresses the lack of clarity on the linkage between customer participation (CP) and customer citizenship behavior (CCB) by using reinforcement theory to investigate the mediating role of interpersonal attraction (IPA) and the moderating effect of three types of reinforcers (people, task, and environment) in the impact of CP on CCB. Dyad...

This paper shows that brand reputation alone may not be sufficient to help firms successfully issue green bonds and that they may need superior corporate social responsibility performance in the form of high ESG (Environmental, Social, and Governance) scores to unlock the full potential of their brand reputation. Using a sample of 338 international...

Purpose This paper aims to create a better understanding of the challenges posed by work from home (WFH) during the ongoing COVID-19 pandemic, to investigate the public sentiment toward this transition, and to develop a conceptual model incorporating the relationships among the factors that influence the effectiveness of WFH. Design/methodology/ap...

This paper uses an in-depth qualitative case study of a family-owned emerging market multinational enterprise (EMMNE), specializing in digital and electronic media, to explore how EMMNEs can potentially leverage their technological, cultural, and relational capabilities to deliver superior business and relationship quality outcomes for its clients....

Purpose-This paper introduces the Schmid-Leiman Solution (SLS) as a useful tool to interpret the results of higher-order factor analyses in marketing research irrespective of the type of higher order factor structure used (formative or reflective). Design/methodology/approach-Two studies, one with retail shoppers in India and another with undergr...

Purpose This paper uses social identity theory to investigate the sequential mediating effects of extrinsic religiosity and perceived role of religious leaders in the impact of consumers' intrinsic religiosity on perceived value of brands endorsed by religious leaders. Design/methodology/approach This paper comprises two survey-based studies with...

This research explores the trade-offs that customers make between different economic, social, and psychological considerations to arrive at a pay-what-you-want (PWYW) pricing decision. Specifically, it examines the differences in the moderating effects of price consciousness and social desirability on customers' PWYW pricing decisions between priva...

Adding to the growing literature on circular economy (CE) and employing the theoretical lens of change management, this research explores SMEs' challenges in the emerging markets context of India for adopting CE practices. We use a multi-case qualitative design, interviewing senior leaders and owners of Indian SMEs, CE intermediaries and two large...

Drawing on the extended resource-based view (RBV), this paper attempts to test the proactive role of high commitment work systems (HCWS) in affecting firms' strategic intention of exploratory innovation, and the moderating effect of technological opportunity (TO). Multi-sourced survey data from Chinese firms in high-tech and manufacturing industrie...

Despite growing research on the dark side of B2B relationships in the last two decades, there are still many gaps in this literature, which need to be addressed to provide a more complete understanding of the various dark side phenomena and the associated processes. This special issue addresses this need with 27 articles (including five invited art...

Co-creating tourist experiences helps create value for the tourists resulting from their interactions with tourism service providers and the physical environment. However, the practices and procedures that drive the co-creation of innovative tourist experiences are still not clear. We address this research gap by combining the resource-based view (...

Previous research on the Chinese notion of guanxi has tended to use descriptive approaches to study its prevalence and influence on business and Chinese consumers. Relatively less research has focused on perceptions of guanxi in other parts of the world. This paper addresses this important research gap through adopting an “outside-in” global perspe...

Although tension commonly exists in business-to-business (B2B) relationships, past research pays little attention to the potential dark side effects of psychological tensions, especially those between entrepreneurial firms and their client firms, despite their significant impact on these firms' performance. We address this important research gap by...

Purpose This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to influence brand loyalty via brand experience and brand attachment. Design/methodology/approach An online survey with 428 members of an Australian consumer panel. The data...

Purpose This paper explores the moderating effects of four personal cultural orientations or PCOs (independence, interdependence, risk aversion and ambiguity intolerance) on the relationships among counterfeit proneness, subjective norms, ethical judgments, product evaluation and purchase intentions for counterfeit products. Design/methodology/app...

Purpose: This paper explores the role of spiritual leaders as celebrity business founders and brand endorsers by investigating the mediating role of perceived value in the impact of normative community pressure and perceived brand credibility on purchase intention. Design/methodology/approach: We collected data from two studies in India, one with u...

Introduction: This paper uses an extensive review of the safety culture literature to identify three key themes (a) role of new employees, (b) absence of a pro-active approach, and (c) need for a 'No-blame' culture, and explores their impact on the occupational health and safety culture (OHS). Method: We use a qualitative study with a constructi...

Purpose Brands today operate in a dynamic business environment, which often requires them to take courageous actions, from taking a stand on controversial issues to responding to changing market needs. However, these actions are not merely strategic but also represent a unique aspect of the brands’ identity, which includes holding up to their core...

Purpose This paper aims to highlight the positive and negative effects of technostressors on employee attitudes using psychological need satisfaction as an explanatory mechanism and mindfulness as an individual resource, thereby developing an integrative conceptual model. Design/methodology/approach A narrative literature review was performed in t...

The growing significance of Asia in global trade has meant that service organizations within the region need to build robust relationships with customers that may reside in nations with different socio-cultural backgrounds. This paper draws on the theories of social exchange and social capital to examine how Indonesian service providers build B2B r...

This study reconceptualised multicultural readiness, and operationalise it by developing a multiple item scale, namely a multicultural readiness instrument (MRI).

One of the main challenges for small and medium enterprises (SMEs) is how to leverage their R&D activities in the international markets but current literature offers mixed evidence and inconclusive models in this regard. This paper addresses this gap by exploring the role of international R&D activities in the impact of SMEs' technological and mark...

This paper investigates social influences on Pay-What-You-Want (PWYW) pricing decisions by combining a socio-psychological phenomenon, called 'spotlight effect' (defined as an egocentric bias while estimating the salience of one's own behavior and external appearance), with the well-established 'anchoring and adjustment' perspective. We test our hy...

Systems and their environments must be understood in an integrated manner since any changes in the systems will affect their environments and vice-versa in the ubiquitous Open Systems. Existing studies classify systems based on the diversity of their interactions and the systems' responses to changes in their environments. However, the uses of such...

This paper analyzes the role of innovation in cross-border business-to-business (B2B) relationships within the born-global information technology (IT) industry to unmask the assertion that some nations, such as India, are simply 'less innovative' than others. We reveal a dark side in B2B relationships that masks, claims and prevents innovation. The...

This paper investigates the mediating role of innovation performance in the effects of R&D intensity and R&D internationalization on firm performance, using 1,540 firm-year observations from a balanced panel of 385 privately-owned firms listed on the Shanghai and Shenzhen stock exchanges. Results show a negative effect of R&D intensity on short-ter...

This paper explores the mechanism by which consumers use their self-brand connections and emotional attachment with brands to cope with the emotional loneliness that may be caused by the absence of intimate relationships with close others. The authors also examine the mediating roles played by nostalgia and materialism on the reinforcement of brand...

This paper extends the growing research on the dark side of B2B relationships by exploring the differences in third-party certification effects based on social capital with professional financial services firms, using a proprietary dataset with confidential voting records of the nominations for Investor Relation Awards in Hong Kong. Results confirm...

Politically-connected directors help firms build 'board political capital' that may give them preferential access to benefits but it could also make them indulge in corrupt activities that in turn could lead to regulatory enforcement by authorities. However, it is still not clear which attributes of board political capital may expose firms to such...

Purpose This study aims to combine the theory of planned behave or (TPB) and the motivational framework to extend the research on online knowledge sharing (OKS) in an organization by exploring the factors that drive the knowledge sharing intentions (KSI) of posters and lurkers. Design/methodology/approach A field survey with 501 employees in Vietn...

Despite the growing importance of regional innovation systems as agglomerations of firms and actors that possess technical, leadership and managerial endowments for innovation and R&D activities, their impact on the evolution of global innovation hubs is still unclear. We address this gap by investigating the multiple influences of macro-, meso-and...

This paper uses the concept of psychological distance under construal level theory to explore the differences in the customers' evaluations of overall store quality, satisfaction and loyalty, based on their experiences with the traditional staff-checkout method and the relatively new self-checkout machines. Two empirical studies, a field survey wit...

Purpose This paper aims to explore the impact of salespeople’s goal orientation and self-regulatory mode on their performance through sales ambidexterity and sales technology infusion (STI) using a sales technology ecosystem approach. Design/methodology/approach This paper adopts a qualitative methodology, through in-depth interviews with salespeo...

With the growing realization that most service ecosystems consist of interactions among multiple participants, including customers, employees, and others, there are increasing calls for research on the interdependent nature of customer engagements and relationships in multi-actor service ecosystems. This special issue addresses these calls with 22...

Purpose This paper aims to investigate the individual and combined effects of three types of psychological contracts between customers and service employees (i.e. transactional, relational and communal), resulting from the service organizations’ relational marketing efforts, on their customers’ service brand evaluations in terms of their satisfacti...

Purpose This paper aims to investigate the differences in the mediating roles of trust and knowledge sharing (formal vs informal) in the process by which training and incentives influence organizational performance (sales increase and labor productivity). Design/methodology/approach The data from an online survey of Senior Managers from 119 firms...

Despite the perennial need to understand and manage uncertainty in international business, there is no comprehensive framework that incorporates different types of uncertainty, their antecedents and