Kapil Khandeparkar

Bio: Kapil Khandeparkar is an academic researcher from Goa Institute of Management. The author has contributed to research in topics: New product development & Brand awareness. The author has an hindex of 4, co-authored 9 publications receiving 83 citations. Previous affiliations of Kapil Khandeparkar include Indian Institute of Management Indore & Indian Institute of Management Ahmedabad.

A lovable personality: The effect of brand personality on brand love

Abstract: This study proposes and empirically tests the impact of two dimensions of brand personality (excitement and sincerity) on brand love and, subsequently, on store brand loyalty and +WOM in the context of online retailers. The data were collected from 500 respondents to test the proposed model using structural equation modeling (SEM). The results demonstrated that the two dimensions of brand personality as well as brand love have a positive impact on store brand loyalty and +WOM. Additionally, ‘sincerity’ and ‘excitement’ had a direct effect on store brand loyalty but not on +WOM. However, both the personality dimensions influenced +WOM through brand love and store brand loyalty.

Fake-love: brand love for counterfeits

Abstract: Recent studies have indicated that consumers who knowingly purchase counterfeits could be in love with the brands whose counterfeits they own. Arguably, this love may not be the same as the love felt by individuals who purchase the original brand. Research in this field has not studied how these two love types differ in its genesis and consequences. Therefore, the paper aims to discuss this issue and intends to fill this gap.,This study performed a multi-group analysis using (PLS-SEM) between two groups of customers (real-buyers and fake-buyers) to elucidate the factors that separate fake-love from real-love. This study adopted a combination of convenience sampling and field visits to identify 500 individuals who were classified as either real-buyers or fake-buyers.,The relationship between social-self and brand love is significantly stronger for fake-buyers as compared to real-buyers. However, the relationship between inner-self and brand love is significantly stronger in the case of real-buyers as compared to fake-buyers. Real-buyers tend to be more brand resilient than fake-buyers as their love emanates primarily from the inner-self. Additionally, fake-buyers indulge in +WOM more than real-buyers as their brand love emanates from the social-self.,This is the first study to explore the concept of brand love among consumers who purchase counterfeits in spite of being able to afford the original brands. This is also the first study that is focused on identifying the antecedents and outcomes that separate real-love from fake-love.

Influence of media context on humorous advertising effectiveness

Abstract: Purpose The purpose of this paper is to study the impact of three dimensions of media context – program type, break type, and pod position – on two types of humorous advertisements: incongruity resolution (IR) and arousal safety (AS). The study aims to demonstrate that different humor types are evaluated differently under similar media context elements and a particular humorous advertisement can be evaluated differently under different elements of media context. Design/methodology/approach The hypotheses were tested through two experiments which were planned and conducted as “between-subjects” design. The analysis of collected data were done through ANOVA using IBM SPSS 22. Findings The results indicated that the adverse impact of negative mood (vs positive mood) was greater on IR advertisements as compared to AS advertisements. Similarly, the negative impact of an abrupt break (vs smooth break) was greater on IR advertisements. However, both humor types were effective when placed in positive mood programs and smooth breaks. Practical implications The findings suggest that campaign and media planners need to consider the media context as well as humor types to get better return on their adspend. Results of this study can also be applicable for online medium. Originality/value This is the first study to test the impact of three dimensions of media context on two types of humorous advertisements.

Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities

Abstract: Brand love is associated with consumer behaviours that are key for organisational performance. However, research on the antecedents of brand love is sparse. The current research draws on the information processing model as well as on the experiential approaches to consumer behaviour to develop a model comprising a novel set of antecedents.,To test the research hypotheses, we resort to two samples, which implied the collection of usable 1,018 questionnaires. For hypotheses testing, we resort to structural equation modelling.,Both functional constructs as well as more symbolic/emotional ones are positively associated with brand love. In addition, constructs with a more functional nature tend to have an indirect effect on brand love, whereas constructs with a higher level of abstraction tend to mediate the effects of more specific brand qualities. Finally, brand love is related with important outcomes, including loyalty, word of mouth and willingness to pay a premium price.,This research has a cross-sectional nature. Moreover, we rely on a single informant, but the procedural remedies as well as the statistical tests we conducted suggest that common method variance is not a concern.,The findings suggest that managers should emphasise both functional as well as emotional/symbolic aspects to strengthen the links between brands and consumers, which will be beneficial for both sides.,This study is the first to investigate the relationship between a number of symbolic and functional brand aspects and the development of brand love feelings.

Brand love: the emotional bridge between experience and engagement, generation-M perspective

Abstract: The purpose of this paper is to determine the impact on brand love of consumption experience at the dimensional level and to determine whether brand love mediates between consumption experience and customer engagement in the context of Generation M.,A sample of 265 Muslim smartphone users responded to a structured questionnaire adapted from existing literature. First, confirmatory factor analysis was carried out, and then data were analyzed through structural equation modeling using MPlus.,The findings indicate that hedonic pleasure and escapism directly, while flow, challenge and learning indirectly affect brand love and that brand love mediates the relationship between consumption experience and customer engagement.,This paper explicates Generation M’s consumption experience, ascertains ways to supplement their love for brand and engage them in gainful relationships and provides suggestions for further investigation. From a managerial perspective, the paper has implications for the management of consumer experience, identifies the most valuable dimensions of consumption experience and proposes that managers can develop customer-engagement strategies via brand love.,The paper validates the mediating role of brand love in the relationship between consumption experience and customer engagement; is the first to investigate the relationship between all dimensions of consumption experience and brand love; is one of few studies to investigate consumption experience, brand love and customer engagement in developing countries; and is one of first investigations to use a sample of Generation M.

‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love

Abstract: Brand love has received increasing attention given its potential to enhance customer engagement, brand advocacy, commitment and loyalty. Despite its relevance, few studies explore brand love per se...

Assessing the Impact of Textual Content Concreteness on Helpfulness in Online Travel Reviews

Abstract: The online travel review has become one of the most influential information sources for travelers’ decision making. This research primarily aims to examine the relationship between review textual c...