http://dspace.iimk.ac.in:80/xmlui/handle/2259/524 This section is mainly deals with the publications of IIMK Community in the area of Marketing Management. Mon, 05 Oct 2026 19:00:05 GMT 2026-10-05T19:00:05Z http://dspace.iimk.ac.in:80/xmlui/handle/2259/1238 Integrated banking channel service quality (IBCSQ): Role of IBCSQ for building consumers' relationship quality and brand equity Sreejesh S In the dynamic landscape of modern banking, delivering service quality across diverse channel touchpoints has emerged as a pivotal factor, wielding significant influence over customer experiences and enhancing brand equity. This study aims to develop a comprehensive scale to assess Integrated Banking Channel Service Quality (IBCSQ) and examine how it affects relationship quality and brand equity. We systematically investigate the dimensionalities of IBCSQ, drawing on the scale development procedure. The IBCSQ scale is systematically constructed and validated using data collected through semi-structured interviews with customers and experts and two different questionnaire-based surveys with 497 banking customers. We further confirm the nomological validity by examining the relationship between IBCSQ and its impact on relationship quality and brand equity using the data gathered from 343 banking customers. The results demonstrate that the IBCSQ is a reflective, multi-dimensional, second-order construct that sheds light on the complex elements of banking service quality across integrated channels. Additionally, the empirical findings show that IBCSQ influences customer relationships and boosts brand equity. This study offers helpful insights for banking managers looking to improve their service offerings and strategic approach to customer channel interaction. By utilizing the IBCSQ scale, banks can evaluate the overall quality of their customer service across all channels, create smooth banking experiences, and build long-lasting relationships with their clients, which boosts brand equity and sustains competitive advantage. Journal of Retailing and Consumer Services - Sreejesh S (Indian Institute of Management Kozhikode, Kozhikode, India) DOI: 10.1016/j.jretconser.2023.103616 Mon, 01 Jan 2024 00:00:00 GMT http://dspace.iimk.ac.in:80/xmlui/handle/2259/1238 2024-01-01T00:00:00Z http://dspace.iimk.ac.in:80/xmlui/handle/2259/1237 Winning the Ad Battle: Exploring the Influence of Subtle Design Elements and Gaming Platform on Consumer Attention and Brand Memory in In-Game Advertising Sreejesh S; Tathagata Ghosh Research on gamification of advertising concerning subtle design elements of computer games and their effects on consumers’ psychological responses are limited. The present research addresses this gap by examining how consumers’ attention and memory of brands advertised in a game, popularly called in-game advertising (IGA), are positively affected by the type of the gaming platform (mobile vs. PC) and rule orientation (or game rules) in the presence of potential moderators such as interactivity with the ad and congruence between the ad and game’s goals. Two experimental studies are conducted that investigate these afore-mentioned effects. The results indicate an interaction effect such that rule enactment under high ad interactivity and high ad–game goal congruence increases attention and memory of ads in mobile-based IGAs. Further, these affects are mediated through media and ad transportation, that is, players’ immersion experience in the flow of a story while playing the game. The research advances past knowledge on advertising effectiveness in computer games by exploring a less studied area, that is, the independent and interactive effects of game design elements. It also contributes to the flow experience literature in the domain of gamification by revealing a sequential pathway involving media and ad transportation. Also, it adds novelty to the gamification literature by exploring the role of gaming platforms and their interaction with design elements. For the game developers and advertisers, the research provides strategic guidance to manipulate these elements and to choose suitable platforms for the purpose of maximizing consumers’ favorable psychological responses. Australasian Marketing JournalVolume 33, Issue 1, Pages 35-46, Sreejesh S (Indian Institute of Management Kozhikode, Kerala, India), Tathagata Ghosh (T A Pai Management Institute, Manipal Academy of Higher Education, Manipal, India) DOI: 10.1177/14413582241241769 Wed, 26 Mar 2025 00:00:00 GMT http://dspace.iimk.ac.in:80/xmlui/handle/2259/1237 2025-03-26T00:00:00Z http://dspace.iimk.ac.in:80/xmlui/handle/2259/1236 Attribute ratings and their impact on attraction and compromise effects Pronobesh Banerjee; Krishanu Rakshit; Sanjay Mishra; Tamara Masters Consumers often face uncertainty in decision-making while assessing options presented as attribute-bundles as they are unable to assess their utility. This confusion is exacerbated by the presence of a “decoy,” or an inferior option, which leads to the phenomenon of attraction effect, while the presence of an equally attractive alternative leads to the compromise effect. In this study, we show that if functional attribute values are converted into ratings on a common scale, consumers do not depend on attribute-based processing but choose an option by considering appropriate attribute-bundles based on the attribute ratings. This shift in decision-making process attenuates both attraction and compromise effects. Marketing Letters - Volume 35, pages 439–450, Pronobesh Banerjee (Indian Institute of Management Kozhikode, IIMK Campus, Kozhikode, Kerala 673570, India), Krishanu Rakshit (ICN ARTEM Business School, 86, Rue Sergent Blandan, 54000 Nancy, France), Sanjay Mishra (School of Business, University of Kansas, Lawrence, KS 66045, USA) (School of Business, North-West University, Potchefstroom, South Africa), Tamara Masters (David Eccles School of Business, University of Utah, Salt Lake City, UT 84112, USA) DOI: 10.1007/s11002-024-09716-8 Wed, 10 Jan 2024 00:00:00 GMT http://dspace.iimk.ac.in:80/xmlui/handle/2259/1236 2024-01-10T00:00:00Z http://dspace.iimk.ac.in:80/xmlui/handle/2259/1235 Charting a Different Narrative in India–Southeast Asia Relations: Case of an Indian State Nivedita Bhanja; Niyati Bhanja In the current piece, we trace the rise, spread and subsequent decline of maritime trade relations between the eastern coast of India and Southeast Asia, with special attention to the regional state of Odisha of the Indian Union. Through a narrative history approach, we critically examine the historical accounts of India–Southeast Asia relations. While doing so we focus on Odisha and its shared past with the Southeast Asian region. As India stresses its ‘Act-East’ policy to improve its relations with Southeast Asia, such accounts hold special significance. We revisit historical narratives to highlight how it was not marked by a unilateral process of assimilation but that of acculturation in which both sides contributed to a shared past. Journal of Creative Communications Nivedita Bhanja (Marketing Management Area, Indian Institute of Management Kozhikode, Kozhikode, Kerala, India), Niyati Bhanja ( Business Management Area, MICA-Ahmedabad, Ahmedabad, Gujarat, India) DOI: 10.1177/09732586231224576 Sat, 24 Feb 2024 00:00:00 GMT http://dspace.iimk.ac.in:80/xmlui/handle/2259/1235 2024-02-24T00:00:00Z