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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 topics: Brand equity & Product design. The author has an hindex of 10, co-authored 38 publications receiving 333 citations. Previous affiliations of Abhishek Mishra include Indian Institute of Management Ahmedabad & Indian Institute of Management Lucknow.

Papers
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Journal ArticleDOI
TL;DR: In this paper, a potential green service encounter (GSE) framework is proposed by which hotel management can reassure customers and secure long-term patronage by providing tangible evidences to create trust in their green claims.

96 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.

91 citations

Journal ArticleDOI
TL;DR: In this paper, the authors explore the buildup of consumer-based brand equity from positive derived experiences, which make a user feel good about their decision to buy and use products, and those feelings get accrued as strong consumer-brand relationship.
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...

56 citations

Journal ArticleDOI
TL;DR: In this article, the influence of source credibility, message credibility, source credibility and tie strength on acceptance and subsequent forwarding of electronic word of mouth (EWOM) also depends on personality traits, which is investigated in form of moderation effect of individual regulatory focus.
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.

41 citations

Journal ArticleDOI
TL;DR: In this article, a trust-based approach for higher education services in emerging countries, like India, implies an ever-increasing cost of student acquisition despite large student populations, thus, creating trust through e-f...
Abstract: Oversupply of higher education services in emerging countries, like India, implies an ever-increasing cost of student acquisition despite large student populations. Hence, creating trust through ef...

33 citations


Cited by
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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

473 citations

Journal ArticleDOI
TL;DR: In this paper, the authors examined the associations of the dark side of social media use and fake news sharing behavior among social media users and found that online trust, self-disclosure, fear of missing out, and social media fatigue are positively associated with the sharing fake news.

279 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.

261 citations

01 Jan 2006
TL;DR: In this paper, the effect of articulation of sponsorship fit on memory for sponsor-event pairings was examined, and it was shown that memory improvements via articulation are possible for incongruent sponsor event pairings.
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.

249 citations