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Abhishek Mishra

Bio: Abhishek Mishra is an academic researcher from Indian Institute of Management Indore. The author has contributed to research in topic(s): Brand equity & Product design. The author has an hindex of 10, co-authored 38 publication(s) receiving 333 citation(s). Previous affiliations of Abhishek Mishra include Indian Institute of Management Ahmedabad & Indian Institute of Management Lucknow.
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Journal ArticleDOI
Abstract: Purpose – The study aims to explore the buildup of consumer-based brand equity (CBBE) from positive derived experiences. Rewarding experiences with products make a user feel good about their decision to buy and use them. Those feelings get accrued as strong consumer–brand relationship, measured comprehensively by CBBE in marketing literature. Design/methodology/approach – The study is conducted in two phases – exploratory and validation. The exploratory phase involved conceiving a theoretical framework from in-depth literature review. The framework is then validated through a survey-based empirical phase. Smartphones form the context of the work. Findings – The three consumption values used in the study are usability, social value and pleasure in use. Brand equity has been conceptualized and measured as brand association, perceived value, brand trust and brand loyalty. The moderating role of user expertise, as well as lifestyle, was also tested on pleasure derived. Most of the hypothesized relationships b...

49 citations

Journal ArticleDOI
01 Feb 2019-Tourism Management
Abstract: While there is much emphasis on authentic green practices, there is rising concern about the common practice of "greenwashing" or unsubstantiated claims about good environmental policies. Consequently, tourism businesses need to provide tangible evidences to create trust in their green claims. This paper, building on a sequential mixed method approach of data collection, proposes a potential green service encounter (GSE) framework by which hotel management can reassure customers and secure long-term patronage. Moderating role to two key contextual variables, travel purpose and environmental values of travelers, is investigated. Practical implications indicate that hotels should offer guests opportunities for enhanced involvement in GSE that help build consumer trust. The trust building process is dependent on a traveler's environmental values but independent of trip purpose. The GSE framework conceptualization included interviews with 25 green hotel guests and a panel of experts while empirical validation involved a sample of over 500 respondents.

46 citations

Journal ArticleDOI
Abstract: Purpose The purpose of this paper is to examine the influence of source credibility, message credibility and tie strength, on acceptance and subsequent forwarding of electronic word of mouth (EWOM). Forwarding EWOM (FEWOM) also depends on personality traits, which this work investigates in form of moderation effect of individual regulatory focus. Design/methodology/approach Hypotheses are developed using social exchange theory and the elaboration likelihood model and tested using structural equation modelling. Data were collected online, using a random sample of 324 respondents in India. Findings Findings indicate that source credibility and tie strength are instrumental in influencing acceptance of EWOM. A strong mediation role of acceptance of EWOM, confirms that people tend to forward information online only if they accept it. Research limitations/implications This study represents a unique effort to focus on the combined effects of message credibility, source credibility and tie strength on acceptance and subsequent forwarding of EWOM. Originality/value This study provides original insights about antecedents of FEWOM as well as the role of individual regulatory focus as a moderator in the process.

36 citations

Journal ArticleDOI
TL;DR: A novel extended expectation–confirmation model is proposed which explores the impact of pre-adoption expectancies and confirmation on post-ad adoption satisfaction and continuance intentions and guides the M-wallet application developers to enhance user satisfaction andContinance intentions by meeting their pre- adoption expectations through consumption-driven confirmation.
Abstract: Extant research examines the factors that cause the initial adoption of digital technologies, like mobile wallets, with limited focus on post-adoption behaviours. This work proposes a novel extended expectation–confirmation model which explores the impact of pre-adoption expectancies and confirmation on post-adoption satisfaction and continuance intentions. The model also explores the roles played by the post-adoption factors like perceived user interface quality, perceived security and self-efficacy. The findings indicate that pre-adoption performance/effort expectancies impact consumption-driven confirmation, which in turn affects the post-adoption perceived usefulness, post-adoption perceived security, and user satisfaction. Further, satisfaction, post-adoption self-efficacy and post-adoption perceived usefulness are found to be strong antecedents of the user’s continuance intention. The framework contributes to the extant research by integrating both pre- and post-adoption constructs that determine post-adoption continuance intentions. The framework also guides the M-wallet application developers to enhance user satisfaction and continuance intentions by meeting their pre-adoption expectations through consumption-driven confirmation, in order to stay relevant in an extremely competitive m-payments business.

27 citations

Journal ArticleDOI
Abstract: Why do consumers love certain brands but not some others? A major reason is the design of products made by such brands and the quality of experience. By developing a measure of product design perception as well as resultant experience, this work explores how design can be a pertinent source of strong consumer–brand relationship, operationalized as consumer-based brand equity. Literature of product design, though very rich, is still anchored to the utilitarian–hedonic value derived paradigms, with little attribute-oriented design measurement efforts, a gap this work attempts to fill. Additionally, a multi-dimensional scale is developed for an exhaustive operationalization of a product's design. A rigorous scale development process reveals five design perception dimensions, namely visual, functional, kinesthetic, interface, and information. Strong relationship between design perception, user experience and brand equity is observed providing strong advisory to designers and managers to focus on innovative experiential designs for a stronger consumer-equity.

23 citations

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01 Jul 1973-
Abstract: Abstract : A study is reported of the variations in organizational commitment and job satisfaction, as related to subsequent turnover in a sample of recently-employed psychiatric technician trainees. A longitudinal study was made across a 10 1/2 month period, with attitude measures collected at four points in time. For this sample, job satisfaction measures appeared better able to differentiate future stayers from leavers in the earliest phase of the study. With the passage of time, organizational commitment measures proved to be a better predictor of turnover, and job satisfaction failed to predict turnover. The findings are discussed in the light of other related studies, and possible explanations are examined. (Modified author abstract)

497 citations

Journal ArticleDOI

392 citations

01 Jan 2006-
Abstract: Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor‐event pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a natural or congruent fit with the available sponsorship properties. In three cued‐recall experiments, the effect of articulation of sponsorship fit on memory for sponsor‐event pairings is examined. While congruent sponsors have a natural memory advantage, results demonstrate that memory improvements via articulation are possible for incongruent sponsor‐event pairings. These improvements are, however, affected by the presence of competitor brands and the way in which memory is accessed.

242 citations

Journal ArticleDOI
TL;DR: It is found that consumers feel more satisfied with the usefulness of a smartwatch than enjoyment/joy, which implies that users' continuance intention not only hinges on perceived values, but also on consumer innovativeness.
Abstract: Innovations happen everywhere. Recently, smartwatches have become increasingly popular. It is therefore critical for academic researchers and IT firms to understand the consumer's responses to this kind of technology. Nevertheless, little attention has been paid to the role of innovativeness in building users' continuance intention in the context of smartwatches. This research combined several acceptance-related theories (e.g., diffusion of innovations theory, technology acceptance model, expectation-confirmation theory, and flow theory) to explore the factors affecting consumers' continuance intention to use or purchase a smartwatch. Data were collected (n=276) by purposive sampling and subjected to confirmatory factor analysis with structural equation modeling. The findings revealed that consumer innovativeness was associated with their continuance intention mediated by hedonic value and utilitarian value. Specifically, consumer innovativeness was positively correlated to both hedonic value and utilitarian value, and both hedonic value and utilitarian value were positively correlated to continuance intention with respect to smartwatches. Furthermore, we found that consumers feel more satisfied with the usefulness of a smartwatch than enjoyment/joy. These results imply that users' continuance intention not only hinges on perceived values, but also on consumer innovativeness. Therefore, understanding the users' continuance intention of using smartwatches is an essential issue for both academia and industry in a rapidly changing and competitive environment. Antecedents of continuance intention to use smartwatches are analyzed.Consumer innovativeness is positively related to hedonic and utilitarian value.Continuance intention is directly affected by hedonic value and utilitarian value.Continuance intention is indirectly affected by consumer innovativeness.Innovativeness plays a critical role in building consumers' continuance intention.

170 citations

01 Jul 2008-
Abstract: This paper considers how the Internet can be used to leverage commercial sponsorships to enhance audience attitudes toward the sponsor. Definitions are offered that distinguish the terms leverage and activation with respect to sponsorship-linked marketing; leveraging encompasses all marketing communications collateral to the sponsorship investment, whereas activation relates to those communications that encourage interaction with the sponsor. Although activation in many instances may be limited to the immediate event-based audience, leveraging sponsorships via sponsors' Web sites enables activation at the mass-media audience level. Results of a Web site navigation experiment demonstrate that activational sponsor Web sites promote more favorable attitudes than do nonactivational Web sites. It is also shown that sponsorsponsee congruence effects generalize to the online environment, and that the effects of sponsorship articulation on audience attitudes are moderated by the commerciality of the explanation for the sponsor-sponsee relationship. Importantly, the study reveals that attitudinal effects associated with variations in leveraging, congruence, and orientation of articulation may be sustained across time.

165 citations

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Author's H-index: 10

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