scispace - formally typeset
Search or ask a question
Author

Aditya Billore

Bio: Aditya Billore is an academic researcher from Indian Institute of Management Indore. The author has contributed to research in topics: Customer advocacy & Customer retention. The author has an hindex of 2, co-authored 8 publications receiving 23 citations.

Papers
More filters
Journal ArticleDOI
TL;DR: The authors explored the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs) and examined the mediating role of brand evangelism between BCE and brand defence and between BCC and brand resilience.
Abstract: Purpose This study aims to explore the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs). Moreover, the mediating role of brand evangelism between BCE and brand defence and between BCE and brand resilience is examined. Design/methodology/approach The data was collected using a questionnaire-based survey from 201 active members of various SMBCs. Partial least square based structural equation modelling is used to test the proposed conceptual model. Findings The results suggest that brand identification and brand prominence are the antecedents of BCE. BCE positively influence brand evangelism and brand defence. Furthermore, the finding suggests that brand evangelism mediates the relationship between BCE and brand defence and also between BCE and brand resilience. Research limitations/implications The sample for this study involves respondents active on different SMBCs, which may constrain uniformity in respondents’ experiences. Practical implications The insights provided by this study are useful in enhancing BCE with the SMBCs. The study highlights the role of brand evangelism in actively endorsing and defending the brands. The brand manager can promote brand evangelistic behaviour through meaningful engagement with SMBCs. Originality/value The study contributes to the literature of brand community engagement by focussing on its antecedents and outcomes in SMBCs. Further, this study adds to the branding literature by connecting two crucial streams of brand research: BCE and brand evangelism. The study also explores the mediating role of brand evangelism. It enhances the understanding of consumer-brand relationships in the context of SMBCs.

27 citations

Journal ArticleDOI
TL;DR: In this paper, the authors investigated the motivations for consumer advocacy and found that consumer advocates would indulge in market placing helping behavior such as negative word of mouth to prevent other consumers' from having similar marketplace disappointments.
Abstract: Marketplace helping behavior such as opinion leadership, market maven, and purchase pals that benefit others has been extensively studied. A diverse but similar to other marketplace helping behaviors is the concept of consumer advocacy. Extant review of literature reveals that customer advocacy and consumer advocacy are conceptually different. The former is an organization level construct, and the latter is an individual consumer's ‘generalized tendency to share market information’. It is argued that a following dissatisfactory service encounter, consumer advocates would indulge in market placing helping behavior such as negative word of mouth to prevent other consumers' from having similar marketplace disappointments. Hence, prior studies link consumer advocacy to ‘altruistic tendencies’. On the basis of self-construal theory, this study investigates the motivations for consumer advocacy. Using a scenario-based experimentation implemented in survey method; we establish that consumer advocacy is motivated...

18 citations

Journal ArticleDOI
TL;DR: In this paper , the authors identify the moderators of the relationship between customer dissatisfaction with the relationship and customer engagement/disengagement and categorize them as product/service, relationship, and external factors.

4 citations

Journal ArticleDOI
TL;DR: In this article, the role of ad creativity dimensions (divergence and relevance) in shaping the attitude of consumers was examined in emerging markets to examine the role ad creativity in shaping consumer behavior.
Abstract: This study selects the context of emerging markets to examine the role of ad creativity dimensions (divergence and relevance) in shaping the attitude of consumers. Most of the existing studies expl...

4 citations

Book ChapterDOI
01 Jan 2017
TL;DR: It is proposed that need for touch moderates the relationship between these factors and consumer response and the role of return policy and e-tailer’s image as a compensatory mechanism for inability to touch a product while shopping online is proposed.
Abstract: Touch is one of the five senses, which plays an important role in the evaluation of product and purchase decision. This chapter tries to see how need for touch is a barrier in an online shopping context, where it is not feasible to touch a product. This study tried to identify two factors, return policy and e-tailer’s image which may act as a compensatory mechanism for inability to touch a product during online shopping. Through this study, we proposed that need for touch moderates the relationship between these factors and consumer response. The study tries to propose the role of return policy and e-tailer’s image as a compensatory mechanism for inability to touch a product while shopping online. Potential contributions and directions for future research have been discussed in detail.

3 citations


Cited by
More filters
01 Nov 2003
TL;DR: In this article, the authors investigate e-tail store attributes that develop customers' positive perceptions of e•tail store image, and determine whether or not they develop a sense of loyalty to an e‐tailer.
Abstract: – The purpose of this paper is to investigate e‐tail store attributes that develop customers' positive perceptions of e‐tail store image, and determines whether or not they develop a sense of loyalty to an e‐tailer., – Acknowledging the importance of customer retention, this paper is designed to examine e‐customer loyalty intentions toward the e‐tailer. To understand the concept of loyalty toward an e‐tailer, this study focuses on the importance of the final stage of the customer decision‐making process: post‐purchase evaluation. This paper develops a model that describes the extent to which e‐tail store image (derived from a set of e‐tail store attributes) indicates patronage intentions and finally predicts customer loyalty. We use the structural equation modeling to test the model and hypotheses., – Results in this paper indicate that e‐tail store image is derived from e‐merchandise, e‐service, and e‐shopping atmosphere attributes, all of which support the way consumers shop. A favorable e‐tail store image positively influences e‐patronage intentions, which thus leads to e‐loyalty., – The research in this paper provides a conceptual model that will help e‐retailers better articulate how and why consumers may be e‐loyal shoppers. Second, the research identifies attributes, unique to online shopping that serve as the basis for conceptualizing e‐tail image as a second order factor.

129 citations

01 Jan 2009
TL;DR: In this article, the causal relationship between brand community identification, brand affect, community loyalty, brand loyalty, evangelism, and community evangelism is investigated in online brand communities for newly hybridized roses, and the analysis considers size as a moderator for the relationships between constructs, comparing small and large web-based brand communities.
Abstract: We investigate the causal relationship between brand community identification, brand affect, community loyalty, brand loyalty, brand evangelism, and community evangelism, developing a structural equation model set within the context of online brand communities for newly hybridized roses. The analysis considers size as a moderator for the relationships between constructs, comparing small and large web-based brand communities. Findings highlight that small communities operate differently from larger ones with regard to numerous aspects, and possess specific strengths and weaknesses. Members of small communities develop higher community loyalty; brand loyalty in small community stems more from community loyalty than from brand affect; small communities engage in word of mouth for the community more than in word of mouth for the brand. Managerial implications are addressed.

105 citations

01 Jan 2015
TL;DR: In this article, the authors explore how data on the use of time might be used to investigate the multilevel connections between family-related policies and fathers' child care time in a cross-national context.
Abstract: In this article, the authors explore how data on the use of time might be used to investigate the multilevel connections between family-related policies and fathers' child care time in a cross-national context. The authors present a case study analysis of “fathering strategies” in which empirical findings from time-use data are compared with detailed policy information from Norway, Sweden, and the United Kingdom. These analyses show that time-use data can not only shed light on the effects of specific policies in different national contexts but also point to the need to consider the complexity of multiple policies and their adoption in specific national contexts across time. The authors describe the development of a cross-national, cross-time database that combines time-use data with relevant social and family policy information, with the aim of providing a multilevel research tool to those interested in exploring further the relationships between policy and family work.

77 citations

Journal ArticleDOI
TL;DR: In this article, a pioneering bibliometric-and network analysis of the CE literature is presented, thus mapping the field of CE research and identifying important avenues for further CE research.
Abstract: Purpose - In recent years, customer engagement (CE) with brands, which has been shown to yield enhanced firm sales, competitive advantage, and stock returns, has risen to occupy a prominent position in brand management research and practice. Correspondingly, scholars have explored CE’s conceptualization, operationalization, and its nomological networks as informed by different theoretical perspectives. However, despite important advances, the intellectual structure of the overall corpus of CE research remains tenuous, as therefore explored in this paper. Design/methodology/approach - Based on this gap, this study deploys bibliometric- and network analysis to map CE’s literature-based landscape. Using bibliometric analysis, important CE-publishing journals, authors, and influential CE articles (2005-2020) are uncovered. Using network analysis, prominent CE themes are also unearthed. Findings - The results document key CE-publishing journals and authors, and their respective contributions to the literature. Five CE themes are also identified, including CE Measurement/Methods, Online CE, CE’s Value Co-creating Capacity, CE Conceptualization, and Customer/Consumer Brand Engagement. Further, an agenda for future CE research is provided based on the presented network analysis results. Practical implications - The reported findings generate important implications for brand managers. For example, the identified critical role of online (vs. offline) CE offers a range of strategic opportunities, as outlined. Originality/value - This paper offers a pioneering bibliometric- and network analysis of the CE literature, thus mapping the field. From the identified CE themes, important avenues for further CE research are also identified.

49 citations