Subhadip Roy

Subhadip Roy
Indian Institute of Management Ahmedabad | IIM · Area of Marketing

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91
Publications
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Introduction
Skills and Expertise

Publications

Publications (91)
Article
The present study investigates the effectiveness of tourism vlogs (video blogs), the parasocial bonding between the vloggers and the tourist/prospect and the wishful identification of the tourist/prospect on the different components of engagement namely, affective, cognitive and behavioral. The study also inspects the subsequent effect of the compo...
Article
Purpose This study aims to explore the impact of augmented reality (AR) technologies on consumer information processing and value perceptions in physical stores. Specifically, it investigates how the vividness, novelty and interactivity of AR shape utilitarian and hedonic value perceptions, and influence consumer purchase and continuance behaviour....
Article
The present study builds on the domain of circular economy and its subdomain circular value creation to explore the entrepreneurial process of a small business in India. It aims to find how circular entrepreneurship as a process may unfold and how it may lead to value creation at different levels. The case study method is used to address the resear...
Article
Full-text available
The present research delves into the concept of celebrity co‐creation from the consumer behavior perspective. It explores the impact of the degree of a celebrity's involvement with a brand (celebrity as an endorser vs. celebrity as a co‐creator) on consumers' advertisement and brand‐based evaluations (Study 1) and purchase behavior (Study 2). The r...
Article
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The Indian advertising Industry uses celebrities in 60 per cent of advertisements as against 25 to 35 per cent in the West. Yet, there has been little research on the industry perspective of celebrity endorsements in India. Studies in the West suggest that factors of selection for endorsement vary across countries. The present study attempts to und...
Article
Researchers have independently studied the roles of culture, creativity, and innovation in the domain of handicrafts. In the present study, we aimed to understand the linkages between the three constructs in the same sector. We based our research background on the theory of cultural embeddedness and the componential view of creativity. To this end,...
Article
Research on the effectiveness of destination logos is sparse. The present study introduces the idea of physimorphic (nature resembling) logos and explores its effectiveness on the tourist vis a vis non-physimorphic or typographic logos. The study hypotheses are developed based on the theories of Cue Utilization, Processing Fluency and Cognitive sty...
Article
Purpose This study aims to analyse the roles in which children have been portrayed in advertisements over three decades (1990–2000, 2000–2010 and 2010–2020) and what have been the changes in the portrayal of the children, including the changes in product type and target audience. Design/methodology/approach The content of 212 television advertisem...
Article
Purpose - The concept of tourism as an experience is gaining interest among practitioners and academics alike. This study contributes to the tourism literature by integrating the antecedents and outcomes of memorable tourism experiences (MTE) and consumer-level factors as moderators into a single model. Design - The study applies primary survey usi...
Article
Purpose This study aims to explore the process of women entrepreneurship in India from a social perspective using the concept of entrepreneurship as emancipation. Design/methodology/approach An interpretive approach is applied to address the study objectives, and based on an inductive method, the non-economic antecedents that led women to start en...
Article
Purpose The challenges and factors of household adoption and the use of alternative energy sources have been a point of discussion among researchers. The purpose of this study is to apply a variant of the unified theory of adoption and use of technology (i.e. UTAUT 2) to explore the effect of various constructs that influence technology adoption on...
Article
The present study extends research on the role of celebrity endorsements in destination marketing by exploring various facets of the effect of celebrity endorsements in destination marketing on the consumer. More specifically, theories of source credibility, congruence, social identity and consumer cosmopolitanism, are used to build research questi...
Article
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Purpose The purpose of this study is to construct and validate a generalizable scale to measure service induced perceived stress for customers of personal services with a high level of intangibles having both online and offline components. Design/methodology/approach Five studies were conducted to this end. The first was qualitative and the rest w...
Chapter
In a world of information-laden and feature-based marketing communications in business-to-business (B2B) marketing (Baack et al. 2016; Brown et al. 2011), some firms have resorted to the use of celebrities with the expectation that the endorsement coming from such public figures would help in catching the attention of the purchasers away from the c...
Article
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...
Article
This paper investigates country-of-origin (CO) effects as they relate to celebrity endorsements. Across multiple studies in emerging markets, the authors show that consumers’ evaluations depend on the match between (1) celebrity CO and consumer CO (termed consumer CO fit), and (2) celebrity CO and brand CO (termed brand CO fit). If there is a trade...
Article
The present study builds on the literature on enjoyment in marketing to construct and validate a scale that measures Social Media Brand Community Enjoyment (SMBCE). The scale is developed using six studies (with total N =1 253) with five conducted in India (development and validation) and one in Portugal (generalization). The result is a five-dimen...
Chapter
Luxury is related to high quality, aesthetic appeal, high investment and opulence. Moreover, luxury consumption has seen a consistently high-growth market in many different countries. Specifically, this is seen in the BRIC (Brazil, Russia, India and China) market. Thus, in countries such as India, household incomes are growing at 12–15% per year ov...
Chapter
Students in business schools are sceptical about their choice of sales as a career in spite of the plethora of sales positions available to management graduates (Peltier et al., 2014). The knowledge of the students and their evaluation of career choices have shaped their own perceptions since they attach more consideration to career and employment...
Article
This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes. It examines endorsement success and the differences in the mentioned effects between celebrity worshippers and nonworshippers, including the role of celebrity profession as a moderating v...
Article
Purpose This study aims to investigate the relevance of customer experience quality (EXQ) across three different aspects. It compares the effect of EXQ on customer attitudes for hedonic vs utilitarian services; regular vs new customers; and new customers if they revisit or become regular customers. Design/methodology/approach The study uses a su...
Article
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Purpose The purpose of this paper is to empirically validate a model of luxury fashion consumption that integrates the antecedents and consequences of luxury buying in a developing nation context. Design/methodology/approach The hypotheses developed in the conceptual model are tested using survey data collected through mall intercept survey of r...
Article
The article aims at making a conceptual contribution to services marketing literature by proposing an eighth “P” called “proof.” Proof is a simple operational measure or an intuitive indicator that helps the customer quickly assess the efficacy of a service. The article discusses services marketing literature and develops propositions that undersco...
Article
Purpose The purpose of this study is to draw concepts from marketing and information systems research and integrate them in the context of M-commerce. The authors develop a conceptual model of technology readiness (TR) affecting perceived ubiquity (PQ) (of smartphones) and PQ affecting M-commerce adoption (MA) incorporating the moderating effect of...
Article
Purpose This study aims to explore the dimensions of perceived consumption vulnerability (PCV) for the elderly citizens (EC) in India and its consequences. Consumer vulnerability is a recent and important construct for marketers and policymakers to understand the consumption behavior of the EC. Design/methodology/approach To achieve the study ob...
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The increasing use of mobile applications have been escalating with the increasing use of smartphones. In the present study, we examine (a) the adoption behavior of mobile apps using the extended TAM framework, and (b) whether adoption leads to subsequent use behavior and switching intentions. Based on data collected from two surveys in India we te...
Article
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Purpose The “meaning transfer model (MTM)” is one of the less researched models in celebrity endorsement. The purpose of this paper is to empirically measure and validate a comprehensive model of meaning transfer in celebrity endorsements. Design/methodology/approach Based on a conceptual model of meaning transfer that starts from celebrity identi...
Article
Synopsis Srikumar Misra founded Milk Mantra as a milk producing and selling company in the state of Odisha, India in 2010. The company subsequently diversified into milk-based products such as yogurt and cottage cheese and spread its foray into the neighboring states. In 2014, the company had to overcome a few challenges from the macro environment...
Chapter
The market for Hollywood movie sequels has boomed in the last decade with sequels in every possible genre of movies. There are instances where a sequel has earned more box office revenues than the original movie (e.g. Harry Potter) and vice versa (e.g. Amazing Spiderman 2). Given the background, oddly enough, there has been very little academic int...
Chapter
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In the current inquiry we add to evolving research on how consumers respond to nostalgic advertising by examining the cultural differences in the evocation of nostalgia. We contend that nostalgic reverie can engage the consumer, but there are cultural differences in the types of nostalgia that are evoked among consumers. We discuss work-in-progress...
Article
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The present study constructs and validates a new scale called VISUALSCAPE to measure visual experience in retailing. Data collected from three rounds of mall-intercept surveys was subject to factor analysis, and structural equation modeling was used to this end. The analysis resulted in a five-factor, 19-item VISUALSCAPE scale with dimensions relat...
Article
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,...
Article
Nutraceuticals, a combination of nutrition and pharmaceutical, have grown rapidly as a product globally. Nutraceuticals can be advertised directly to consumers as well as prescribed, and thus involve multiple stakeholders in the marketing communication process. The present study investigates the marketing communication aspects of nutraceuticals usi...
Article
Social media communication content has gained a lot of interest in e-commerce literature. The present research note explores the scope of social media communication content across content source and levels of analysis. Based on a comprehensive review of 36 empirical papers spanning a decade 2004-2016, the research in social media content source is...
Article
The concept of meaning transfer is relevant in the context of celebrity endorsements but rarely tested because of its complexity. This study integrates the basic tenets of meaning transfer model in celebrity endorsements and metaphor theory in marketing. The study builds on the literature on the various streams in celebrity endorsements and notes t...
Article
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Purpose Of the three major streams of research in celebrity endorsements, the “Meaning Transfer Model (MTM)” has received the least attention from researchers. In the present study, the authors aim to investigate the basic components of the “Meaning Transfer Model” proposed by McCracken (1986, 1989) and outcome of the flow of meaning through celeb...
Article
Purpose – The purpose of this paper is to integrate consumer personality to fashion involvement, fashion-oriented impulse buying behavior, consumer emotions and hedonic consumption in the Indian context. Design/methodology/approach – Based on a literature review of personality, fashion involvement, emotions, fashion-oriented impulse buying behav...
Article
Purpose – The global fashion industry is growing at a rapid pace and developing nations such as India are emerging as major contributors to the same. In such case, most academics and marketers are interested in the variables that influence fashion shopping. The purpose of this paper is to investigate the influence of consumer demographic and perso...
Chapter
Full-text available
Celebrity endorsement is an established marketing practice and the share of celebrity ads out of total ads aired is around 25–30 % (Choi et al. 2005) in the west and as high as 50 % in the east (Saxena 2008). Celebrity endorsement has been researched since the last three decades but still there are confounding results. The fact remains that endorse...
Chapter
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...
Article
Information systems researchers have suggested that the world would move to Uber Commerce (U-Commerce) with a high degree of personalization. However, research in measuring U-Commerce constructs (ubiquity, universality, uniqueness, and unison) is sparse, and out of the 4 U-constructs, only perceived ubiquity has a measurement scale. In the present...
Article
The objective of the research reported in this paper was to develop and test a model of brand personality–celebrity endorser personality congruence and its impact on consumers’ attitudes and intentions. In particular, the study drew on social adaptation and attribution theories to develop hypotheses related to the impact of this congruence on consu...
Article
With the advent of globalization and open economies in the developing nations, the consumers in the same are experiencing entry of more and more foreign products. The traditional practice of having country of origin (COO) cues to influence consumer attitudes is being juxtaposed with COO cues of celebrity endorsers to influence consumers. In that co...
Article
In this study, we investigate the effect of marital status and perceived role congruence (RCN) of a female celebrity endorser on consumer attitudes incorporating the role of credibility in the Indian context. The research hypotheses were tested using a series of experimental designs. The main study had a 4 (Celebrity: Unmarried/Just Married/Married...
Article
In the present study, we intend to contribute to the rebranding literature by investigating: (a) the relative change in customer based brand equity (CBBE) of a brand before and post an evolutionary rebranding announcement; (b) the relative change in CBBE with respect to the market position of the brand (leader/follower) in case of evolutionary rebr...
Article
Full-text available
Purpose – The study aims to draw on existing knowledge and investigates how luxury is perceived in a developing nation with economic and cultural diversity. The present study aims to develop a conceptual framework to understand luxury buying behavior in a developing nation context. Design/methodology/approach – The study utilizes qualitative resea...
Chapter
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...
Article
The relationship between viewer personality and reality show watching has been a point of discussion among media researchers but has been rarely tested. The authors in the present study explore: (i) Reality Show Watching Motives (RSWM) of viewers, (ii) further investigates the impact of viewer personality on RSWM in a developing nation context. The...
Article
Subject area – The major issues discussed in the case are related to first-mover advantage, segmenting, targeting and positioning and marketing strategy. Study level/applicability – The case could be discussed in a postgraduate program for marketing and brand management and also for strategic management. It could also be used for an executive deve...
Article
We examine the joint impact of celebrity-consumer age congruency, generation-cohort affiliation, and celebrity-product congruency on consumers’ evaluations. We propose that celebrity-consumer age congruency positively impacts consumers’ evaluations. Next, integrating key insights relating to the differential impact of celebrity advertising across G...
Chapter
Full-text available
India holds the second top position in terms of size of the mobile market industry. Indians use their phone primarily to retrieve information, to educate themselves, for entertainment, and for communication. It is also noteworthy that a major chunk of these mobile phone users is Generation Y. They are tech savvy, keen for new technology, and have h...
Article
Subject area – The case is aimed at pointing out the basic nuances of entrepreneurship without a profit motive and the challenges faced in the course of achieving the same. Study level/applicability – This case could be a part of the Entrepreneurship course in a Post-Graduate Program in Business Management. In case of an Executive Education Progra...
Article
Title – Marketing brand Aava: not as simple as water. Subject area – The present field-based case study is related to topics in marketing area, more specifically brand management, strategic marketing and business strategy. Study level/applicability – This case is primarily meant for second-year students in a postgraduate program in business manag...
Article
Synopsis The present case study discusses the multi-branded strategy of hotels by the Indian Hotels Company Limited (IHCL) in 2012. The brand architecture of the group in 2012 consisted of four brands, namely Taj, Vivanta, Gateway and Ginger. However such brand architecture posed quite a few challenges for the group such as positioning, sustain the...
Article
Rural India, of late, has received much desired attention from the marketers given the fact that the urban markets have either become saturated or sales have leveled off. Furthermore, given the fact that more than 60% of the Indian population lives in rural areas, it became worthwhile to investigate rural consumer behavior. The study also explores...
Article
Literature on unorganized retailing is sparse and moreover there is not even a concrete definition of ‘unorganized retailing’. Added to this, the phenomenon has not been investigated to a high extent because of its prominence in south Asian countries. Women vendors in particularity were often subjected to harassment from the police and municipal of...
Article
Endorsement of a brand or sports team by a sports celebrity has been thoroughly researched within the context of sports marketing. However, the recent phenomenon of non-sports celebrities owning sports teams has received little research attention. This study uses a survey of Indian respondents in the context of a major sport (cricket) in India to e...
Article
Colour and visuals are used extensively by the advertisers of different product categories to attract consumer attention and create favourable attitude. Based on this premise, the present study aimed to explore the effect of colour and relative product size on the consumer attitudes incorporating the moderating role of product familiarity. An exper...
Article
The present study focuses on the Visual elements as sensory inputs in organized retailing and constructs and validates a new scale called VISUALSCAPE to measure visual elements in organized retailing. The methodology suggested by Churchill (1979) for scale construction was used to assess content validity, construct validity and nomological validity...
Article
Full-text available
Purpose The aim of the present study is to investigate the comparative effect of sports vs film celebrity with the moderating effect (if any) of the celebrity credibility and consumer personality on consumer attitudes. Design/methodology/approach The present study uses a 3×1 experimental design (celebrity being the independent variable), on a comb...
Article
Full-text available
In this study, we aimed to understand experience of students about transition from lecture mode to case study pedagogy in business management courses. Indian education system is predominantly a follower of the lecture mode of teaching from the grass-root level till graduation. Hence Indian students are relatively less familiar with the case based t...
Article
With the growing consumer awareness and market competition, the ‘trust factor’ has garnered a lot of significance in business parlance. Trust is the belief that a consumer has in a purchase situation towards a company that it will deliver goods and services on a par with quality that the consumer expects. This belief is often accompanied by apprehe...
Article
This research developed a holistic model based on the balance theory (Heider, 1946) to integrate source credibility and congruence/match-up studies to explain the effectiveness of celebrity endorsements on consumer evaluations. Findings from this study showed that match-ups between the celebrity and product, and that between celebrity and message w...
Conference Paper
In this study, we content analyzed 150 green advertisements (ads) of some of the most eco-friendly companies in the world as per latest survey reports of 2010. We used the MECCAS model to code the data and understand to what extent these firms were applying green marketing strategies. Based on presence of core green ad elements, the ads were classi...
Article
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Most marketers would prefer retaining old customers rather than acquiring new ones in the present dynamic nature of competition. Literature suggests that an effective way to retain customers is to create customer satisfaction. Though there is a suggested linkage between customer satisfaction and loyalty, marketers use measures such as customer loya...
Article
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This paper highlights theoretical and mathematical differences between formative and reflective measurement models, in the context of academic SEM oriented research in Operations and Manufacturing Management, an area of significant current interest. It discusses problems associated with measurement model misspecification. It further illustrates, us...
Article
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There is a phenomenal increase in the usage of mobile phones globally, and the major contribution of this surge is from emerging countries such as China and India. Consumers engage with various mobile services such as SMS, MMS and the latest mobile applications in their cell phones. Therefore, the mobile platform offers an exciting opportunity that...
Article
Globalisation is a driving force for advertising in today’s interconnected world. Such a scenario provides an opportunity to marketers to develop standardised advertising that delivers a consistent brand image over the globe. However, advertising as such on the larger scale requires global integration and local responsiveness. This is important as...
Article
Research has addressed the issues of advertising during recession mostly from the industry perspective or at the conceptual level. The present study has explored the advertising agency's viewpoint of recession and its subsequent fallouts in the industry. The study was based on twenty seven in-depth interviews conducted with top management represent...
Article
Full-text available
Title – Punascha: marketing strategies of a Bengali publisher. Subject area – Marketing, Marketing environment, Marketing strategy. Study level/applicability – Post Graduate (MBA), Executive Education Program. Case overview – The present case study deals with the marketing strategies of Punascha (meaning re-beginning), a publisher of Bengali non-te...
Article
Full-text available
Purpose This study aims to explore the relative effectiveness of a human celebrity endorser vis‐à‐vis a fictional celebrity or character endorser on teenage consumers' attitudes. Further, the study also seeks to assess whether the effectiveness varies depending on the nature of the product being endorsed. Design/methodology/approach Given the purp...
Article
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Firms today try to act beyond their normal course of business towards the society. No longer is the society just a means of earning profit. Socially responsible firms believe that business and society are interwoven rather than being distinct. Such firms try to act in an ethical and responsible manner towards the society. They have a philanthropic...
Article
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There has been a veritable television explosion in India in the last 10 years or so. And nowhere is this better seen than in the Hindi language television space where a number of national and regional channels have emerged vying for the audience’s share of attention. Conducted in two towns (Jaipur and Patna), this article maps the relative position...
Article
Purpose –The paper proposes and tests a conceptual framework to establish the link between celebrity endorsement and brand and team related intentions.Design/methodology/approach – The methodology used for the paper is Structural Equation Modeling.Findings – Celebrity’s credibility impacts the attitude towards the team and the sponsors. The overlap...
Article
The present study explores the differential effects of having a National/Regional celebrity in an advertisement/ endorsement. More specifically the study intends to find out whether a National celebrity would have a more favorable impact on consumer attitudes than a Regional celebrity when endorsing the same product. Experimental design was used as...
Article
This case traces the growth and stagnation of the Indian shrimp exports. This case also talks about the various internal and external problems faced by the Indian shrimp industry in the last five years. The case throws light on the competitive scenario of the Asian shrimp exporting countries. The key focus of the case is on International Trade Envi...
Article
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This paper discusses about consumers’ perception of country of origin effects on organizational capabilities and industries. An affirmative result would suggest that marketers could favorably align their promotional strategies considering the Country of Origin (COO) effects. Multiple Correspondence Analysis (MCA) was used to study the COO effects....
Article
Celebrity endorsement is a highly researched field in marketing. Having its roots in psychology and the source credibility of communication (Hovland and Weiss, 1952; McCroskey and Young, 1981) it has come up a long way since the early research was done in the seventies (Friedman, et aI., 1976; Kamen et aI., 1975). Researchers have delved into vario...
Article
This study raises three questions and attempts to provide tentative explanations for them. The first two questions relate to locating, in the consumer's perceptual space, the relative position of Indian celebrities and brands on a set of personality attributes. The third question relates to determining the fit between the celebrity and the brands e...
Article
The impact of liberalization policies and opening up of the Indian market on the Indian economy was a debatable issue in India for a long time. Some of the political parties were staunchly against it as the opinion was that it could damage the economy of India and adversely affect the Indian people. In the real sense, the impact of liberalization w...
Article
The development of game theory is relatively new. It was developed in the 1940s by a Hungarian mathematician named John Von Neumann and later, further developed by John Nash in the 1950s. Game theory has been extensively used in the fields of Economics, Finance and Strategy. However, till date it remains an underutilized concept in the field of Man...

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