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.

Concurrent sponsorship: implications for sponsoring brands and sponsored property

Abstract: The purpose of this paper is to examine the interesting dynamics of image transfer when multiple brands get together to sponsor a property, referred to as concurrent sponsorship, and its effects on the consumer-based brand equity (CBBE) of the sponsor or the sponsored property, in the context of Indian Premier League of cricket.,Two pre-tests, for identifying the sponsored property and sponsors, were followed by the main experiment, involving 500 respondents. A general linear model was used for data analysis.,The findings reveal that for brands with high CBBE, investment in concurrent sponsorship leads to larger benefits, especially if they have similar associations to the sponsored property. This study also shows that image of the sponsored property is strongly dependent on combined CBBE of the sponsors. Finally, it is found that brands with high (low) CBBE are benefited more in concurrent (solo) sponsorship conditions.,This paper is an original contribution in this field, with limited works studying the impact of concurrent sponsorship on the brand equity of sponsors or the sponsored property.

Measuring consumer design perceptions for digital devices: A multi-dimensional scale

Abstract: Digital devices have taken over our lives today, but have seen little research in marketing domain. Literature on product design, though very rich, offers scant works that highlight the consumer’s subjective understanding and perception, with most efforts rooted to the utilitarian–hedonic value paradigm. In order to measure design perception comprehensively, we develop a multi-dimensional framework providing for an exhaustive operationalization of a product’s design by its user. This is done through qualitative exercises followed by empirical validation leading to scale items for five proposed dimensions of design perception: visual, functional, kinesthetic, interface and information. We also examine the relation of design perception to consumer-based brand equity as a nomological network, the relation itself mediated by user experience. Our work, by offering a multi-dimensional framework of consumer design perception, seeks to guide current digital device manufacturing brands about heterogeneity of the concept of design as it exists in a consumer’s mind and how important it is to address those different dimensions effectively, for an overall good package.

Determinants of Tourists’ Site-Specific Environmentally Responsible Behavior: An Eco-Sensitive Zone Perspective:

Abstract: This study examines the role of individual values, attitudes, and situational reasons for determining site-specific environmentally responsible behavior (s-ERB) at eco-sensitive zones. It deploys a...

Organizational Commitment, Job Satisfaction and Turnover Among Psychiatric Technicians. Technical Report No. 16.

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)

Sponsorship-linked marketing: The role of articulation in memory

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.