Sreejesh S

Indian Institute of Management, Kozhikode · Faculty of Marketing Management

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...

Although a rich body of knowledge exists in the domain of gamification of advertising, no research emphasis has been given to compare the persuasive effects of two well‐known gamification formats—in‐game advertising and advergame. Also, we do not know much about their comparative effects on child and adult gamers. The present research fills these g...

Purpose The study's primary purpose is to establish the direct and indirect roles of word-of-mouth communication (WOM) in initiating and maintaining consumer loyalty in the bottom of pyramid (BOP) markets in the Indian context. In addition, the study seeks to evaluate the conditions (viz. extent of media usage, brand distribution intensity and bran...

While a plethora of studies on gamification of advertising exists, little is known about how consumers process different types of brand elements (logos and names) placed in computer games, and whether differences in information processing lead to variations in brand memory. This gap is addressed by conducting three rigorous experiments. In Study 2...

Purpose The study attempts to understand the relationship between behavioural conflict and employee well-being and examines the intervening role of the negative affect state. Besides this, the study also analyses the moderating role of workplace fun. Design/methodology/approach Following affective events theory, the authors developed the conceptua...

The present study empirically investigates the motives behind users’ attitude formation, behavioural intention, and word of mouth towards electric vehicles. An online survey was conducted among Indian youths who are currently using or potential users of electric vehicles. Data were collected by applying a multi-stage stratified sampling method. The...

Purpose This study aims to examine how brands can leverage on advergames as an interactive marketing tool to foster prosumer culture and build a sacred brand. Drawing from game theory, this research scrutinizes how advergame format (cooperative vs noncooperative) influences consumers’ perceived brand sacredness by harnessing positive brand relation...

Purpose This study aims to examine the underlying antecedents and psychological mechanisms through which brand's communication of sustainable business practices in social media influences consumers' responsible consumption behaviour and brand relationship outcomes. Design/methodology/approach Data were collected using two surveys, from a sample of...

The purpose of the study is to examine the determining factors which influence empowerment amongst life insurance agents in the Indian context. A questionnaire-based survey was conducted amongst 409 life insurance agents. Principal component analysis and confirmatory factor analysis were performed to identify and validate dimensions and antecedents...

The purpose of this study is to investigate how self-brand connection in an interactive multi-actor single-brand retail context can lead to consumers' willingness to pay premium through the sequential mediation of brand attitudes (intransigent and flexible) and brand love. Study 1 shows that self-brand connection strengthens (weakens) consumers' in...

Purpose This research seeks to establish the roles of marketer-driven relationship-building strategies – relationship-marketing orientation and knowledge sharing with customers on intrinsic customer motivation and the continued usage of mobile banking apps. Design/methodology/approach An online survey was conducted among 342 m-banking users in Ind...

There is substantial interest in studying advertisement-context congruence as a determinant of advertisement effectiveness and advertisement memory in digital platforms, especially in the electronic magazine (e-magazine) context. But less attention has been devoted to identifying the conditions under, and the process through which, congruence influ...

Advergames are digital games through which advertisers promote their brands. While many studies have explored the influence of the gamification of advertising, little is known about the effects of important advergame attributes such as gaming platform (device used to play games) and game speed (overall pace of games) on consumers' immediate and del...

Extant studies in the domain of gamification of advertising examine the effects of content-driven factors (i.e., game and brand characteristics) of online games on consumer behavior. However, they mostly overlook the role of important contextual cues such as access platform (online channel to access these games) and gaming device. Effects of these...

The extant literature on service failure and recovery has overlooked the post-service failure evaluations when customers interact through different online service booking channels, such as direct websites (Direct) and online travel agents (OTAs). In this study, following the attribution theory and the expectation disconfirmation framework, we analy...

Purpose The purpose of this study is to empirically examine the impact of technology-enabled service co-creation on patients' service patronage behaviour in healthcare retailing. The first objective is to examine the mediating roles of spatial presence and co-presence in the relationship between technology enabled co-creation and service experience...

Advergames are computer games through which marketers promote their brands. While many studies have explored the influence of gamification of advertising, little is known about the nature of the consumer-brand interaction and its effect on consumers' cognitive reactions. We address this gap by conducting three experiments in which we manipulate (a)...

This research examines how perceived service failure severity (SFS) in an interactive multi-actor service context may lead to customer retaliation and revisit intention via sequential mediation of dissatisfaction and brand hate. The research also examines how other customer perception, reflected in appearance (OCP-A), similarity (OCP-S) and behavio...

The purpose of this paper is to propose and empirically test a conceptual model showing the effect of consumer responses (cognitive and emotion) towards tie-in brand purchase intention in event sponsorships. Tie-in brand refers to the brand which is sponsoring any event. Consumer responses are generated towards both event and tie-in brand simultane...

Marketers increasingly use social media platforms as a promotion channel, and doing this, they prefer highly interactive social media because it allows consumers to socialize and network better. However, in this media, attention is often restricted towards primary purpose only as a result of the level of interactivity, thereby affecting consumer re...

In the quest for resolving customer complaints and attracting customers for online transactions, service providers have developed online response mechanisms. This mechanism generically termed as ‘webcare’. Despite widespread adoption of webcare by marketers, there is minimal understanding of its conceptualisation and measurement in the customer-cen...

Academic research has given considerable attention to service failure and subsequent recovery efforts in an online environment. Nevertheless, existing research examining the effectiveness of recovery interventions in this context is relatively inconclusive, and the results reported are found to be conflicting in nature. This poses a threat to domai...

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...

Purpose The purpose of this paper is to test the activity reduces conflict associated strain (ARCAS) model with the aid of AET examining the direct effect of relationship conflict on employee well-being and also discussing the mechanism through which relationship conflict influences employee well-being, and also to test the ARCAS model examining wh...

Purpose The purpose of this paper is to examine the casual role of consumers’ perceptions of brands’ corporate social responsibility (CSR) motives (self-serving vs society-serving) in influencing consumer–brand relationships. Further, the authors explore the roles of brand initiated CSR activities (e.g. CSR co-creation), social media characteristic...

Purpose The primary objective of this paper is to extend the Activity Reduces Conflict Associated Strain (ARCAS) model. To test the ARCAS model, the study aims to examine the effect of process conflict on employee well-being and the role of negative affect as an intrapersonal mechanism linking process conflict and employee well-being. Further, to...

The purpose of this article is to examine the dimensionalities, mechanisms, and the conditions under which information characteristics of the corporate employment website influence job seekers' job pursuit intention and recommendation intention. Drawing on the stimulus-organism-response (S-O-R) framework, the data collected from 181 active job seek...

Purpose Advergames, or integrated brand messages within digital games, have received considerable attention from researchers and practitioners. Despite increased use of advergames as a brand promotion strategy by a range of well-known brands, limited understanding exists about a number of issues related to the effective use of such games. This pap...

The present study investigates the role of service experience in B2B services vis-a-vis service quality. In particular, the study addresses the question: how do the relative effects of service quality versus service experience in a B2B setting influence the immediate (satisfaction and perceived value) and subsequent customer outcomes (loyalty and w...

Purpose This paper aims to investigate how consumers’ satisfaction and commitment towards hotel brands can be impacted by the consumers’ prevailing brand relationship norms. Design/methodology/approach Data were collected through experimental design and analysed using MANCOVA, structural equation modelling and Preacher and Hayes’ (2008) techniques...

This study explores the effects of two important observational cues (perceived failure severity and review agreement) that the potential customers use to form various service based evaluations while comprehending online hotel reviews specifically relating to service failures. Further, the study examined the conditional effect of marketer initiated...

In advergames, marketers typically use a brand execution strategy of enacting the game rules and embedding the targeted brands in these rules to achieve the brand effectiveness. Despite the extensive use of this mode of gameplay, the current understanding in this area lacks clarity. In this context, the present research examines the importance of r...

Purpose The purpose of this paper is to qualitatively investigate various factors associated with e-tail store brand affect. Design/methodology/approach Data were collected by conducting semi-structured depth interviews following a storytelling approach. The data were coded using the grounded theory method. Findings Data analysis shows that an...

Purpose Extant research evidence demonstrates that customer satisfaction in a service encounter is influenced by other customer perception (OCP). However, scholarly research on the impact of OCP on brand love and the moderating influence of customers’ attachment styles in the context of hospitality industry is scarce. The purpose of this paper is...

Structured Abstract Purpose - The purpose of this paper is to examine the potential influence of the mobile banking (M banking) servicescape on customer attitude and engagement. The StimulusOrganism-Response (S-O-R) framework was adapted to formulate a conceptual model, in which the M banking servicescape was modelled as an antecedent (stimulus) o...

Purpose The purpose of this paper is to develop and validate an empirical model examining the job seekers’ perception about information quality of corporate employment websites and its impact on their attitude toward the websites through perceived playfulness and usefulness. Furthermore, the study also examines the job seekers’ e-trust as conditio...

Purpose The purpose of this paper is to study the impact of brand prominence, game involvement and persuasion knowledge on gamers’ brand recall and attitude in the context of online advergames. Specifically, this investigation uses limited capacity model of attention and persuasion knowledge model to expound the conditions under which brand placeme...

The primary objective of the study is to examine the impact of perceived responsible tourism on perceived quality of life of communities in tourist destinations and to analyze the mediating role of perceived destination sustainability. A questionnaire-based survey conducted to collect responses from a sample of 432 residents from 3 different touris...

Purpose The purpose of this paper is to examine the effects of other customer perception (OCP) (Brocato et al. , 2012) on focal customer’s service quality perception and revisit intention in high- and low-involvement services and the effect of customer’s need for uniqueness (NFU) as a boundary condition of the above relationships. Design/methodolo...

This paper explores how game and message related characteristics of interactivity and brand anthropomorphism interact each other with gamers’ cognition demand (high cognition versus low cognition demand) to influence gamers’ brand attention, brand recall, and brand recognition in advergames. The mixed-measures experimental design study revealed tha...

This experimental study examines the effects of nature of advergame, game-involvement and need for cognition on gamers' ad-persuasion from attention and elaboration perspectives. A 2 (nature of game) × 2 (game-involvement) × 2 (need for cognition) between-subject measures design is used. Results show that for a slow-paced advergame, low game-involv...

Purpose The purpose of this paper is threefold. First, the authors investigate the influence of other customer perception (OCP) on focal customer’s service quality perception and service revisit intention in hotel services. Second, they examine whether negative effects of OCP can be managed through customer participation. Finally, they examine the...

Purpose Although research on mobile banking (M-banking) is an emerging field, the current understanding of the information characteristics of M-banking, such as information content and form and its impacts on customers’ attitude and transaction intention toward the same is limited. Furthermore, no study to date has examined how users’ privacy eval...

Purpose The purpose of this study was to conceptualize consumer’s luxury brand aspiration and develop a psychometrically reliable scale to measure the construct. This study aims to extend the existing research in luxury branding domain through validating a scale to measure consumer’s luxury brand aspiration. Design/methodology/approach Initially,...

Purpose This study aims to investigate how the influences of store loyalty programs on store loyalty and store relations can be mediated by the store satisfaction-love framework. Design/methodology/approach The survey data were collected from selected retail stores using stratified random sampling. The hypotheses were tested using structural equat...

Purpose The purpose of the paper is to examine the conditional role of webcare as a service failure recovery strategy on customers’ hotel booking intentions in presence of different levels of observed severity and review agreement. Furthermore, the study also examines the mechanism through which webcare can shape the adverse effect of observed sev...

Purpose – The purpose of this paper is twofold. First, develop and test a conceptual model to understand the relationship between customers’ servicescape perceptions, self-image congruity and attitude in healthcare context. Second, to examine the extent to which the relationship between customers’ self-image congruity to attitude in a fully mediate...

In order to address the lack of systematic research on the process through which e-servicescape creates e-loyalty in an online travel and tourism context, a conceptual model is proposed which examines the potential influence of the e-servicescape of travel and tourism websites. The underlying premise is that, given the demonstrated impact of servic...

Purpose The purpose of this paper is to examine the effect of nature of advergame and moderating roles of game-product congruence and need for cognition (NFC) on gamers’ ad-persuasion from attention and elaboration perspectives. Design/methodology/approach A 2 (nature of game: fast or slow)×2 (game-product congruence: high or low)×2 (NFC: high or...

Being a dream brand and distinctive among other competitors often results from the brand aspiration signals conveyed by the brand that consumers choose to display and process. Conceptual models of social psychology recognize that an individual’s strong aspiration works as a driving force towards the motives for action and create behavior when time...

This experimental study examines the effects of nature of advergame, game-involvement and need for cognition on gamers' ad-persuasion from attention and elaboration perspectives. A 2 (nature of game) × 2 (gameinvolvement) × 2 (need for cognition) between-subject measures design is used. Results show that for a slow-paced advergame, low game-involve...

Purpose – The purpose of this study is to enhance the knowledge of advertising effects of nature of advergame (game speed) on gamers’ brand recall and attitude. More specifically, this study investigates varying effects of game speed in advergames on young Indian gamers’ brand recall and attitudes under varied game-product congruence and persuasion...

Purpose – This paper aims to provide empirical evidence of relationship between perceived service innovativeness, image-congruence, satisfaction and behavioral outcomes at the customer level. It hypothesizes a moderated mediation model, denoting that perceived service innovativeness relates to image-congruity dimensions, which, in turn, will promot...

Purpose – The purpose of this paper is to explore the effect of brand placement strength on gamers’ brand recall as moderated by gamers’ prior game playing experience and game involvement in the context of advergames. Specifically, this research utilizes Limited Capacity Model of attention to explain how and under what conditions brand placements c...

The creation of brand-based differentiation is the most influential approach to the development and maintenance of competitive advantage, particularly a consumer-focused competitive advantage. For consumers, these differential aspects may act as a signal of achieving expectation, which will provide more confidence and believability that the brand w...

The extant research suggests the role of consumers' perceived aspirations in driving behavior, including strong brand preference. Despite studies demonstrated the importance of managing aspirations , the branding literature yet to look at the relationship between consumers' perceived brand aspirations and their willingness to pay price premium. In...

Purpose – Ingredient branding (IB) strategy and incremental product innovation (IPI) strategy are frequently used complementary strategies in food product marketing to build brand equity. The purpose of this paper is to assist managers in choosing between both the strategies based upon two governing criteria namely the involvement level of the prod...

This chapter is presented in five sections. The first section provides an overview of the entire study. The second section summarizes the findings of the study based on the three research questions. The third section considers the theoretical and managerial implications of the study, including implications in strategic management perspective. Follo...

Based upon the conceptualization outlined in Chap. 2 and qualitative results, this chapter integrates the attitudinal and behavioral dimensions of consumer–brand relationships (CBR) and develops a theoretical framework of CBR. To this end, it first comprehensively conceptualizes the CBR framework. Next, the underlying attitudinal and behavioral dim...

The central premise of this study was that the attitudinal and behavioral dimensions of consumer–brand relationships play a crucial role in creating, augmenting, and maintaining the brand relationships with customers, an idea that has support in the literature but requires further empirical validation. Therefore, the study was organized into two ph...

This study used a sequential dominant status mixed method design to explore, build, and test an exclusive model of consumer–brand relationships. As part assessing the study objectives, this chapter explains the data analysis and its results. The analysis and results of the study are divided into two major sections. The first section examines the re...

This chapter provides an introduction to Factor Analysis (FA): A procedure to define the underlying structure among the variables in the analysis. The chapter provides general requirements, statistical assumptions, and conceptual assumptions behind FA. This chapter explains the way to do FA with IBM SPSS 20.0. It shows how to determine the number o...

Once the research problem has been clearly established, the most important part of the research, namely data collection, begins. A proper measurement system has to be developed before actually venturing into the field to collect data. At this stage, a researcher has to address some fundamental issues relating to the variables that need to be measur...

This chapter discusses a methodology that is more or less analogous to linear regression discussed in the previous chapter, Binary Logistic Regression. In a binary logistic regression, a single dependent variable (categorical: two categories) is predicted from one or more independent variables (metric or non-metric). This chapter also explains what...

Cluster analysis is a group of multivariate techniques whose major objective is to combine observations/object/cases into groups or clusters, such that each group or cluster formed is homogeneous or similar with respect to some certain characteristics and these groups should be different from other groups with respect to same characteristics. In cl...

A questionnaire is a set of questions to be asked from respondents in an interview, with appropriate instructions indicating which questions are to be asked, and in what order. Questionnaires are used in various fields of research like survey research and experimental design. A questionnaire serves four functions—enables data collection from respon...

The business research process involves a series of steps that systematically investigate a problem or an opportunity facing the organization. The sequence of steps involved in the business research process are as follows: problem/opportunity identification and formulation, planning a research design, selecting a research method, selecting the sampl...

Market researchers and decision makers conduct research on various problems/opportunities and base their future decisions on the findings of the research. Unless the research results are properly communicated in the reports, they would be of little use to managers. Managers cannot take valid and effective decisions unless the entire research findin...

After data collection is over and all completed questionnaires are in hand, a researcher has to analyse the data collected through the research.

In the present fast track business environment marked by cut-throat competition, many organizations rely on business research to gain a competitive advantage and greater market share. A good research study helps organizations to understand processes, products, customers, markets and competition, to develop policies, strategies and tactics that are...

The objective of this chapter is to define and explain research design in detail. In this chapter, we discussed three major types of research designs, such as exploratory, descriptive and causal research designs. We also explained the mode of data used in each of these designs and the techniques to collect these data, which would ultimately helps t...

Model for Improving Productivity without Impacting Quality of Deliverables in IT Projects

This research has developed a theoretical model that will help to improve productivity without reducing quality in software projects. It has been observed that while trying to increase productivity, quality gets hit in software projects. However, customer requirements in these projects demand that the projects be delivered on time without having de...

Purpose – The purpose of the present paper is to develop and validate a scale of romantic brand jealousy and to examine the role played by the brand love-jealousy framework on consumers' active engagement. Design/methodology/approach – In order to develop and validate the romantic brand jealousy scale the present study has employed Churchill's met...

India’s market for soft drinks is expected to expand to $7.2 billion by 2015 from $ 3.1 billion in 2010, according to Euromonitor International. The soft drink market has witnessed a steady growth in India. The market growth rates since 1990 were observed to be as below:

This book is a comprehensive guide to design and conduct the research in management-related field, such as marketing management and human resources management. It provides an overview of the real research conducted by authors throughout their careers and explains the important and growing research design used in management research-mixed method res...

Multiple regression analysis is one of the dependence technique in which the researcher can analyze the relationship between a single-dependent (criterion) variable and several independent variables.

Despite a plethora of research on consumer-brand relationships (CBR) spanning over the past one and half decades, the extant research failed to identify and integrate the attitudinal and behavioural components of CBR in their conceptualization and subsequent operationalization. However, to sustain long term CBR, there is a need for a comprehensive...

Since research is best learned by doing, this book emphasizes a hands-on, do-it yourself approach. The readers have many opportunities to see how business researches affect and support management decision. The book used a case study approach for all the chapters with interactive videos. The book gave emphasis to quantitative data analysis using a s...

We investigate an emerging economy’s bank lending behavior during the global financial crisis and provide answers as to what causes the inert bank lending during the periods of crisis. By employing cointegration technique, we show that bank lending has a significant positive relationship with the borrowing activity of the banks and, in contrast, an...

“Why do banks squeeze their lending activity” is an oft-repeated question during the times of financial crisis. This study examines an emerging economy’s banking system, and contributes to the evolving body of literature on the topic by providing answers to what causes the sluggish bank credit during times of recession. By employing cointegration t...

Ethics is an all-pervasive subject of business, but its presence is rarely observed and measured in matters of corporate governance. From ethical point of view, the aim of corporate governance should be to ensure that certain moral standards are maintained and the legal system should be complied to while dealing with both external and internal busi...

Although substantial differences exists between employee commitment and loyalty, none of the studies made an attempt to understand these constructs separately and analyse the causes and consequences of employee loyalty. In this context, the present study attempts to investigate the antecedents and consequences of employee loyalty in the software in...

This paper empirically investigates the link between Indian rupee-US dollar exchange rates and a set of macroeconomic fundamentals using flexible-price monetary model (FPMM) for the period 1996 M1 to 2010 M12. The Johanson-Juselius cointegration test result indicates the existence of long run relationship between exchange rate and the macroeconomic...

Although substantial differences exists between employee commitment and loyalty, none of the studies made an attempt to understand these constructs separately and analyze the causes and consequences of employee loyalty. In this context, the present study attempts to investigate the antecedents and consequences of employee loyalty in software indust...