Journal Articles
http://dspace.iimk.ac.in:80/xmlui/handle/2259/542
This collection consists of published and nonpublished scolarly articles of IIMK Community.2024-03-28T14:15:36ZComparing consumer evaluations of services-to-services brand extensions with services-to-goods
http://dspace.iimk.ac.in:80/xmlui/handle/2259/1003
Comparing consumer evaluations of services-to-services brand extensions with services-to-goods
Jayasankar Ramanathan; Sanal Kumar Velayudhan
Purpose – The purpose of this paper is to examine the influences of parent brand characteristics and brand-extension fit on attitude towards the extension in the context of services-to-goods (SG) brand extension compared with services-to-services (SS) brand extension. Design/methodology/approach – A survey design was used to collect data from 626 individual respondents. The respondents were selected using probability sampling from two cities in India. The data were analyzed using structural equation modeling (SEM). Findings – The study indicated that context (SS or SG) moderated the influence of factors on attitude toward brand extension. A favorable attitude towards the parent brand had a greater positive influence on SS brand extension compared with SG brand extension. Quality variance among service types under the parent brand had a higher negative impact on attitude towards SG brand extension than on attitude towards SS brand extension. Practical implications – Managers may prefer extending a service brand to another service rather than a good when consumers have a favorable attitude towards the brand. Furthermore, when the perceived quality of service types under a service brand varies substantially, extension of the brand to a good requires greater concern than extension to a service. Originality/value – The unique contribution of this study is the examination of the moderating influence of the characteristics of an offering (SS vis-à-vis SG) on the link between brand extension attitude and its influencing factors.
Marketing Intelligence & Planning, Vol.35 Issue: 7, pp.877-891,
https://doi.org/10.1108/MIP-02-2017-0026
2017-07-18T00:00:00ZGoal Congruence in Hedonistic and Utilitarian Reasons for Purchase and Features of a Product
http://dspace.iimk.ac.in:80/xmlui/handle/2259/964
Goal Congruence in Hedonistic and Utilitarian Reasons for Purchase and Features of a Product
Subhash, Jha,; Adhikari, Atanu
Using the underpinning of assimilation and contrast theory, we examine whether consumers' reasons for purchasing a product are influenced by its attributes or not. A conceptual framework that differentiated between hedonic and utilitarian attributes and their corresponding reasons for buying a product was developed. The framework was then used to develop two hypotheses for the current study. The study hypotheses tested were after collecting data from 245 respondents. The findings of the study suggest that assimilation theory works well when utilitarian attributes of a product explains the utilitarian reasons for purchase. On the other hand, the contrast theory supports that hedonic reasons for purchase are explained more by the utilitarian attributes of the product. The implications of the research findings are discussed and avenues for future research are offered along with the study limitations.
2016-06-01T00:00:00ZMicro-modelling of individual tourist’s information-seeking behaviour: a heterogeneityspecific study
http://dspace.iimk.ac.in:80/xmlui/handle/2259/963
Micro-modelling of individual tourist’s information-seeking behaviour: a heterogeneityspecific study
Adhikari, Atanu; Mahuya Adhikary
Previous research done on tourists’ information-seeking behaviour has focused on aggregate-level information seeking. The aggregate-level study has significant disadvantage in decision-making since actual behaviour of tourists gets averaged out due to aggregation. Understanding the responses of individual tourist’s information
seekers in different contexts can be better performed by individual-level study. This study emphasizes the importance of information-seeking behaviour in the context of personal differences between the tourists. Heterogeneity suggests that different tourists behave differently when seeking information. With data of 307 tourists, we first find tourists’ information-seeking behavioural dimensions. We then group the tourists into segments according to these behavioural dimensions, and then investigate the impacts of these behavioural dimensions considering individual-level heterogeneity through hierarchical Bayes estimation. We then compare these estimates with aggregate-level estimates to find
2017-01-01T00:00:00ZProactive market orientation and innovation in India: The moderating role of intrafirm causal ambiguity
http://dspace.iimk.ac.in:80/xmlui/handle/2259/962
Proactive market orientation and innovation in India: The moderating role of intrafirm causal ambiguity
Adhikari, Atanu; Rajeev Kumra; Lakshman, C.
Despite the implication of organizational resources and the resource-based view of the firm, the market orientation literature has not examined associated constructs. Additionally, while it is recognized that emerging economies (e.g., India) are key drivers of economic growth, this literature has not paid sufficient attention to such markets, with few exceptions. We examine the impact of proactive market orientation on innovation capability, and performance in a sample of predominantly service firms, in a culture characterized by high power distance and low uncertainty avoidance. We contribute by conceptualizing and demonstrating the moderating impact of intrafirm causal ambiguity, drawn from resource-based theories of the firm. Based on Structural Equation Modelling analysis of responses to a survey of marketing managers, we find that intra-firm causal ambiguity moderates the proactive market orientation-innovation capability relationship, while this strategic orientation is linked to business performance through innovation. We discuss these findings, limitations, implications, and directions for future research.
2017-01-01T00:00:00Z