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S. Joseph Jeya Anand

Bio: S. Joseph Jeya Anand is an academic researcher from VIT University. The author has contributed to research in topics: Corporate branding & Word of mouth. The author has an hindex of 2, co-authored 4 publications receiving 11 citations.

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TL;DR: In this paper, an augmented conceptual model which traces the role of perceived brand trustworthiness and emotional attachment to the brand (EAB) on the formation of brand immunity was proposed.
Abstract: This research proposes an augmented conceptual model which traces the role of perceived brand trustworthiness (PBT) and emotional attachment to the brand (EAB) on the formation of brand immunity (BI) and tests it for the moderating influence of generational cohort membership. Test results of the model with an Indian sample of Gen Y and Gen X consumers validate all the propositions except one, thereby enriching BI theory in the backdrop of generational differences. We contribute to the branding literature by showing that the proposed model holds good for consumers belonging to both Gen X and Y, though the strength of the relationships varies based on the specific cohort membership. Gen Y falls slightly short of the overall strength exhibited by Gen X, thereby supporting the moderating influence of cohort difference. We also demonstrate the partially mediating role played by EAB in the formation of BI originating from PBT. Our findings provide brand custodians with useful insights to make better decisions taking into cognizance the psychological process behind how Gen Y and X consumers develop BI.

11 citations

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TL;DR: In this article, a consumer behaviorally insightful model with psychological traits information acquisition (IA), consumer innovativeness (CIN), consumers' need for uniqueness-creative choice counter-conformity (CNFU-CCC) dimension and online shopping tendency (OST) was hypothesised and empirically tested for this research.
Abstract: Rapid developments in information technology have substantially changed the landscape of consumer shopping behaviour. Consumers' buying opportunities have expanded through an increased accessibility to products and services online with ease and convenience. Call for future research to understand the motives for online purchase behaviour emerges from literature review. Consumer behaviourally insightful model, first of this kind, with psychological traits information acquisition (IA), consumer innovativeness (CIN), consumers' need for uniqueness-creative choice counter-conformity - (CNFU-CCC) dimension and online shopping tendency (OST) was hypothesised and empirically tested for this research. Structural equation modelling (SEM) results indicated that the hypothesised model was consistent with data and the psychological antecedents CIN and CNFU-CCC and consequence OST constructs were having positive relationship with IA. Mediating role of IA has been established. The findings of this study will enable the marketers to evolve strategies to enhance online shopping tendency thereby resulting in enlarged online shopping.

6 citations

Journal ArticleDOI
TL;DR: In this article, the authors hypothesised and tested structural equation model with consumer innovativeness, consumers need for uniqueness-creative choice counter conformity-dimension, status consumption as exogenous, antecedent constructs, market maveness as endogenous construct and market helping behaviour-information provided-dimension as an ultimate endogenous, consequence construct, this model was not tested by earlier studies.
Abstract: In this era of intense commercial information bombardment, the interpersonal communication ‘word of mouth’ (WOM) cuts through the clutter, and gains importance among consumers. Market maven plays a pivotal role in providing valuable market place information through WOM and thereby helping consumers towards their purchases. Literatures indicated need for profiling market mavens with psychological factors, hence the authors hypothesised and tested structural equation model with consumer innovativeness, consumers’ need for uniqueness-creative choice counter conformity-dimension, status consumption as exogenous, antecedent constructs, market maveness as endogenous construct and market helping behaviour-information provided-dimension as an ultimate endogenous, consequence construct, this model was not tested by earlier studies. The structural equation modelling (SEM) results indicated the hypothesised model was consistent with data and the psychological antecedent constructs were having positive relationship with market mavenness. Market mavenness was found to have positive relationship with consequence construct market helping behaviour-information provided-dimension. The findings of this study will enhance the marketers’ ability, leveraging on findings about market mavens, to evolve an effective marketing programme.

3 citations

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TL;DR: In this paper, the authors investigated the role of affective identification and feelings of personal satisfaction on the formation of consumer loyalty as a response to favorable perceptions of corporate social responsibility and corporate expertise for the first time in Indian context.
Abstract: This research investigates the joint mediating role of affective identification and feelings of personal satisfaction on the formation of consumer loyalty as a response to favourable perceptions of corporate social responsibility and corporate expertise for the first time in Indian context. Using an online survey of Indian consumers, the study also investigates the moderating role of gender on affective identification and personal satisfaction as influenced by perceived CSR. Consistent with previous research in corporate associations theory, findings validate the impact of affective identification while extending prior works by incorporating feelings of personal satisfaction as a joint mediator on loyalty intention. The study reveals new insights as it finds women have stronger affective identification with the company compared to men whereas feelings of personal satisfaction is not moderated by gender. Implication relate to corporate branding and positioning based on strategic CSR.

2 citations


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TL;DR: The rise of social media has dramatically changed relationship building between brands and fans as discussed by the authors, and social media-based brand communities are widely embraced by firms who use them to create consumer en...
Abstract: The rise of social media has dramatically changed relationship building between brands and fans. Social media-based brand communities are widely embraced by firms who use them to create consumer en...

12 citations

Journal ArticleDOI
TL;DR: This article conducted an integrative review and provided a synthesisation of key themes in the brand attachment literature, and a total of 171 papers were selected and analyzed using a framework-based approach.
Abstract: Abstract This paper conducts an integrative review and provides a synthesisation of key themes in the brand attachment literature. A total of 171 papers were selected and analysed using a framework-based approach. In addition to exploring the theories and frameworks, this review summarises the contexts, antecedents, outcomes, mediators, and moderators of brand attachment. Based on the gaps identified in current studies, directions are provided for future brand attachment research. The review suggests that there are multiple directions in which to take the domain further. Theoretical underpinnings require conceptual clarity and consistency with attachment theory, and the development and validation of research frameworks are essential. Furthermore, the application of contextual measurements and rigorous methodologies is warranted to address the shortcomings of the current literature. The recommendations of this review are expected to facilitate advancements in brand attachment research.

9 citations

Journal ArticleDOI
TL;DR: In this paper, the effects of e-cigarette flavors and social influence on consumer perceptions were evaluated using a randomized sample of cigarette consumers, and the results showed that the influence of flavors on perceived relative risk and negative beliefs has an opposite pattern for generation X consumers versus millennials.

6 citations

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TL;DR: In this paper, the authors study how in retail industry consumer data can be leveraged and analyzed to provide customers an enhance shopping experience. And the results of this study will help a retail company understand how omnichannel play an important role creating customer engagement strategies.
Abstract: The purpose of the study is to establish how in retail industry consumer data can be leveraged and analysed to provide customers an enhance shopping experience. Popular machine learning algorithms related to text mining aids in parsing the natural language and helps to understand the brand image and what the brand currently is lacking. In the last decade, although ecommerce brought a revolution in retail industry, shopping trends show that consumers spend more in offline store than online. The rise of omni-channel retailing and data-driven decision-making are shifting retailer focus to providing enhanced in-store customer experiences. Retailers are trying to find ways to stand out in the highly competitive environment. The solution to this problem is providing retailtainment. This study helps to understand how the available customer data is to be analysed to create unique experiences and enable experience-based stores. The results of this study will help a retail company understand how omnichannel play an important role creating customer engagement strategies.

5 citations