Brand identity and culture interaction in the Indian context: a grounded approach

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Arbuda Sharma ◽  
Sanjay Patro ◽  
Harish Chaudhry
Keyword(s):  
Reference Points ◽  
Customer Relationship ◽  
Brand Identity ◽  
Theory Approach ◽  
Content Type ◽  
Cultural Aspects ◽  
Indian Context ◽  
Inductive Research ◽  
Quality Product ◽  
Cultural Cues

PurposeThe purpose of this study is to explore how elements of culture and cultural cues such as customs, values and norms interact with the brand identity. A qualitative research has been done to understand which cultural aspect is important for which aspect of brand identity. The results would be useful for designing the product.Design/methodology/approachThis research focuses on exploring and validating the interaction between the factors of brand identity and various dimensions of culture. Multiple frameworks of brand identity and culture have been reviewed, factors have been identified and the interaction between the factors of brand identity and elements of culture has been established in the Indian context. Grounded theory approach has been exercised here as a holistic inductive research technique for identifying the interaction between factors of brand identity and elements of culture. This paper has explored inter-relationship between strategies adopted by managers in creation of brand identity and its consequential perception.FindingsFollowing interaction has been found between the brand identity factors and cultural aspects – product shape, product size and packaging size – were found to interact with individualism vs collectivism, brand image, overall brand presentation, distribution, perception and quality were found to be strongly associated with power distance. Similarly associations were found between country of origin and belief, quality, product differentiation, frame of reference, points of parity and uncertainty avoidance, between Brand Ambassador – Person/ Icon and 9; Beliefs, between Fit with environment and self, Brand customer relationship and long term vs short term orientation, between Enhanced Self Perception and Masculinity vs Femininity, between Brand heritage, packaging colors and images and Customs and Symbols.Research limitations/implicationsThe outcomes of our research show that customization is an indispensable principle to be followed in the global markets and elements of culture and cultural indications such as customs, values and collective norms are integral in driving the branding strategies.Practical implicationsThe outcomes of the study lay emphasis on the parallel groundwork that the managers must make for their strategies, so that, the company centric variables of brand identity are well in sync with the socio cultural indicators of the region they are serving.Originality/valueUnlike previous researches, this work records the consumers' perspective in understanding their purchase choices based on their cultural norms and influences.

Cool perspectives, Indian cool and branding

2019 ◽  
Vol 8 (2) ◽  
pp. 130-145 ◽  
Author(s):  
Ekta Duggal ◽  
Harsh V. Verma
Keyword(s):  
Design Methodology ◽  
Emerging Market ◽  
Brand Identity ◽  
Sense Of Humor ◽  
Content Type ◽  
Semantic Categories ◽  
Brand Building ◽  
Cultural Phenomenon ◽  
Indian Context ◽  
Practical Implications

Purpose Cool has been studied mostly in consumer samples drawn from Western countries. This study was inspired by paucity of literature on “cool” in an Indian context. There is certainty that “cool” adds value and bestows desirability but there is uncertainty about what “cool” means. Since “cool” is a cultural phenomenon, the purpose of this paper is to explore its meaning in the Indian context. Design/methodology/approach The data were obtained on an open-ended questionnaire followed by depth probes on a sample of young consumers. The obtained scripts were coded and classified into semantic categories based on the grounded theory. Findings The study found that cool is indicated by seven facets, including being oneself, living life to the fullest, sense of humor and socially networked, and calm disposition. Unlike Western notions, in India, cool is not being deviant and hedonistic. The cultural and religious imprints are palpable in what is construed as cool in India. Research limitations/implications Transplanting the Western notions of cool for brand building is likely to be a risky proposition. It may not resonate with the inner cords of the Indian youth. The implication of this study is that it reveals possible ways in which cool can be incorporated in brand identity. Practical implications Cool is valued because it bestows distinction in subtle ways. Brands can gain traction among consumers by incorporating cool symbolism in their identity. Originality/value This study expands the understanding of cool in the context of an emerging market. This is one of the first studies to have probed the concept of “cool” in India.

Success factors of health tourism: cases of Asian tourism cities

2015 ◽  
Vol 1 (3) ◽  
pp. 216-233 ◽  
Author(s):  
Joohyun Lee ◽  
Hong-bumm Kim
Keyword(s):  
Success Factors ◽  
Medical Tourism ◽  
Theory Approach ◽  
Health Tourism ◽  
Content Type ◽  
Inductive Research ◽  
Wellness Tourism ◽  
Definition Of ◽  
Relationship Of

Purpose – The purpose of this paper is to delineate a clear definition of health tourism, and to explain it in two sub-categories, namely, medical tourism, and wellness tourism. Design/methodology/approach – Grounded theory approach through an in-depth literature review and practical data from three different cities were researched to support the study. Findings – Determinants of travelers’ decision making for the destination of health tourism, such as distance, cost, language, economy, competency of medical technology, and culture, in each classification of health tourism, were identified. Originality/value – This study suggests an inductive research model to synthesize and structure a logical relationship of determinants that affect health tourists’ decision to visit specific health tourism destinations. The results of this study are quite revealing to governments, industrial practitioners, and potential customers of health tourism in terms of the context of health tourism and the behavior of health tourists.

Rationales of gender diversity management policies and practices in India: an exploratory empirical study in the Indian IT/ITeS industry

2020 ◽  
Vol 39 (6) ◽  
pp. 667-688
Author(s):  
Shreyashi Chakraborty ◽  
Leena Chatterjee
Keyword(s):  
Survey Methodology ◽  
Economic Value ◽  
Gender Diversity ◽  
Diversity Management ◽  
Business Case ◽  
Full Time ◽  
Content Type ◽  
Indian Context ◽  
Management Policies ◽  
Policies And Practices

PurposeThe Indian context is marked with weak anti-discrimination laws and patchy implementation of protection of civil rights of women at workplaces. The purpose of this paper is to unearth the rationales of the adoption of gender diversity management policies and practices in India, in the absence of laws and regulations.Design/methodology/approachInspiration is drawn from previous studies on diversity management in other national contexts, and a survey methodology was adopted. The lead researcher administered the questionnaires personally to all respondents to ensure that the understanding of the questions is uniform across respondents as gender diversity management is a relatively new concept in India.FindingsSize of the organisation (number of full-time employees), the influence of external organisations and perceived enhanced organisational flexibility were found to explain the adoption of gender diversity management policies and practices in the Indian IT/ITeS industry. Findings also indicate that Indian subsidiaries of foreign multinationals tend to adopt more gender diversity management policies and practices as compared to Indian-owned organisations.Research implicationsThis study provides evidence that organisations do not always enact structures or behaviours in the pursuit of normative rationality and also consider the economic value of them, establishing an organisational agency in adopting legitimated norms or practices. The study also shows that gender diversity management policies and practices are not only dependent on the enactment of laws but also are adopted because of the economic benefit perceived.Originality/valueDiversity management policies and practices have been mostly studied in national contexts with anti-discrimination laws or affirmative action programs and have been claimed to be a successor of equal employment opportunity (EEO) policies. In the absence of stringent laws to reduce or eliminate discrimination against women employees in Indian workplaces, this study contributes to the literature by determining whether the business case for gender diversity drives the adoption of gender diversity management in the Indian context.

“Mind the gap”: to succeed in marketing politics, think of social media innovation

2019 ◽  
Vol 36 (6) ◽  
pp. 806-817
Author(s):  
Patrick Amfo Anim ◽  
Frederick Okyere Asiedu ◽  
Matilda Adams ◽  
George Acheampong ◽  
Ernestina Boakye
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Political Participation ◽  
Political Efficacy ◽  
Customer Relationship ◽  
Political Marketing ◽  
Content Type ◽  
Young Voters ◽  
Mediating Role ◽  
The Relationship

Purpose This paper aims to explore the relationships between political marketing via social media and young voters’ political participation in Ghana. Additionally, this study examines the mediating role political efficacy plays in enhancing the relationship. Design/methodology/approach With a positivist mindset, and adopting the survey strategy, data gathered from the questionnaire administered from the sampled 320 young voters (18-29 years) in Greater Accra were quantitatively analyzed. An exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to assess and confirm the proposed scales validity and the relationships of the research model. Findings The study revealed that a political party or candidate’s ability to achieve political participation from Ghanaian young voters’ is dependent on how effective they build customer relationship or gaining visibility through social media. In addition, the study showed that political efficacy mediates the relationship between customer relationship building or gaining visibility through social media and political participation among Ghana young voters. Thus, young voters in Ghana must see themselves to have a say in the affairs of political parties through the political messages they gather from social media platforms to enhance their political participation activities. Practical implications The results of this paper will enable political marketers and politicians not only in Ghana but across the globe, to better understand how social media as a communication tool could be used to positively influence users’ political participation. Originality/value Considering the uniqueness of this study in a Ghanaian context, this paper is the first of its kind to use the social capital theory in examining the mediating role political efficacy plays in enhancing the relationship between political marketing on social media and young voters’ political participation.

Disposition effect at the market level: evidence from Indian stock market

2019 ◽  
Vol 12 (2) ◽  
pp. 69-82
Author(s):  
Sravani Bharandev ◽  
Sapar Narayan Rao
Keyword(s):  
Trading Volume ◽  
Stock Exchange ◽  
Reference Points ◽  
Disposition Effect ◽  
Content Type ◽  
Ex Post ◽  
Abnormal Trading Volume ◽  
The Difference ◽  
Trading Volumes ◽  
Indian Stock Market

Purpose The purpose of this paper is to test the disposition effect at market level and propose an appropriate reference point for testing disposition at market level. Design/methodology/approach This is an empirical study conducted on 500 index stocks of NSE500 (National Stock Exchange). Winning and losing days for each stock are calculated using 52-week high and low prices as reference points. To test disposition effect, abnormal trading volumes of stocks are regressed on their percentage of winning (losing) days. Further using ANOVA, the difference between mean of percentage of winning (losing) days of high abnormal trading volume deciles and low abnormal trading volume deciles is tested. Findings Results show that a stock’s abnormal trading volume is positively influenced by the percentage of winning days whereas percentage of losing days show no such effect. Findings are consistent even after controlling for volatility and liquidity. ANOVA results show the presence of high percentage of winning days in higher deciles of abnormal trading volumes and no such pattern in case of losing days confirms the presence of disposition effect. Further an ex post analysis indicates that disposition prone investors accumulate losses. Originality/value This is the first study, which proposes the use of 52-week high and low prices as reference points to test the market-level disposition effect. Findings of this study enhance the limited literature available on disposition effect in emerging markets by providing evidence from Indian stock markets.

Knowledge needs in the non-profit sector: an evidence-based model of organizational practices

2016 ◽  
Vol 20 (1) ◽  
pp. 23-48 ◽  
Author(s):  
Dinesh Rathi ◽  
Lisa M. Given ◽  
Eric Forcier
Keyword(s):  
Quantitative Data ◽  
Qualitative Data ◽  
Free Text ◽  
Evidence Based ◽  
Theory Approach ◽  
Organizational Practices ◽  
Content Type ◽  
Non Profit ◽  
Types Of Knowledge ◽  
Survey Responses

Purpose – This paper aims to present findings from a study of non-profit organizations (NPOs), including a model of knowledge needs that can be applied by practitioners and scholars to further develop the NPO sector. Design/methodology/approach – A survey was conducted with NPOs operating in Canada and Australia. An analysis of survey responses identified the different types of knowledge essential for each organization. Respondents identified the importance of three pre-determined themes (quantitative data) related to knowledge needs, as well as a fourth option, which was a free text box (qualitative data). The quantitative and qualitative data were analyzed using descriptive statistical analyses and a grounded theory approach, respectively. Findings – Analysis of the quantitative data indicates that NPOs ' needs are comparable in both countries. Analysis of qualitative data identified five major categories and multiple sub-categories representing the types of knowledge needs of NPOs. Major categories are knowledge about management and organizational practices, knowledge about resources, community knowledge, sectoral knowledge and situated knowledge. The paper discusses the results using semantic proximity and presents an emergent, evidence-based knowledge management (KM)-NPO model. Originality/value – The findings contribute to the growing body of literature in the KM domain, and in the understudied research domain related to the knowledge needs and experiences of NPOs. NPOs will find the identified categories and sub-categories useful to undertake KM initiatives within their individual organizations. The study is also unique, as it includes data from two countries, Canada and Australia.

Management of competition among sellers and its performance implications for business-to-business electronic platforms

2015 ◽  
Vol 6 (2) ◽  
pp. 199-222 ◽  
Author(s):  
Xiaoling Li ◽  
Xingyao Ren ◽  
Xu Zheng
Keyword(s):  
Longitudinal Research ◽  
Time Windows ◽  
Customer Relationship ◽  
Effective Control ◽  
Marketing Tactics ◽  
Long Term Effects ◽  
Content Type ◽  
Short And Long Term ◽  
Term Performance

Purpose – This paper aimed to analyze the short- and long-term effects of the breadth and depth of seller competition on the performance of platform companies, and investigated the underlying mechanisms of customers’ two-sided marketing tactics on the structure of the competition between sellers. Design/methodology/approach – A longitudinal research design was adopted by gathering daily market objective data on e-commerce platforms for 250 days, and the dynamic evolution effects was analyzed by using a vector autoregression model which compared the differences between the short- and long-term effectiveness of different customer relationship management (CRM) strategies. Findings – The breadth of competition amongst sellers improves the performance of platforms, whilst the depth of competition among sellers has a positive effect on the short-term performance. However, it has a negative effect on the long-term performance of their platforms. In both the short and long terms, advertising tactics that attract new buyers contribute more to increases in the breadth of seller competition than those that attract existing buyers do. Subsidies for new sellers decrease the depth of seller competition more than those for old sellers. Research limitations/implications – Further research could be undertaken to investigate the validity of marketing tactics other than advertising tactics, and thus expand the time windows of the available data. Practical implications – It is imperative for platform companies to implement effective control over seller competition to balance the interests of the sellers and of themselves. Originality/value – The dyadic paradigm of CRM research has been extended by considering the perspective of the electronic platform company, how the tactics of exploitation and exploration of two-sided customers impact upon seller competitive structures have been delved into and why new customers have a unique value to platform companies has been identified.

Entrepreneurship in regions: differentiated impacts of the socio cultural and gender types

2015 ◽  
Vol 28 (1) ◽  
pp. 45-76 ◽  
Author(s):  
Claudio Mancilla ◽  
José Ernesto Amorós
Keyword(s):  
Negative Impact ◽  
Positive Impact ◽  
Fear Of Failure ◽  
Content Type ◽  
Reference Models ◽  
Cultural Aspects ◽  
And Gender ◽  
The Individual ◽  
Practical Implications ◽  
Secondary City

Purpose The purpose of this paper is to study the differentiated impact of factors that influence the propensity to entrepreneur in a sample of people in Chile. A distinction is made between individuals that live in primary cities and secondary cities. The differentiating factors are socio‐cultural aspects (reference models – positive examples of entrepreneurs – and perception of social fear of failure) and the gender of the individual. Design/methodology/approach For the research data from the survey used in Chile by the Global Entrepreneurship Monitor for the years 2010 and 2011 were used. A logit model was used to determine the differentiated impact of the analysed factors and interactions were done using the method proposed by Corneliâen and Sonderhof (2009). Findings These showed that the fact that an individual lives in a secondary city decreases his entrepreneurship probability. The positive impact that the reference models have is weaker in women. Contrary to what was expected, the negative impact of the fear of failure perception is weaker in women. Practical implications These results have the implications to suggest focused public policies and differentiations that consider the socio‐cultural, territorial (focused in cities) and gender aspects. Originality/value The research contributes by giving empirical evidence of the existence of the negative impact of living in a secondary city and of differentiated effects of socio‐cultural factors from the gender perspective.

scholarly journals B2B service brand identity and brand performance

2015 ◽  
Vol 49 (7/8) ◽  
pp. 1139-1162 ◽  
Author(s):  
Darren Andrew Coleman ◽  
Leslie de Chernatony ◽  
George Christodoulides
Keyword(s):  
Significant Influence ◽  
Structural Equation ◽  
Brand Management ◽  
Brand Identity ◽  
Equation Modeling ◽  
Brand Performance ◽  
Content Type ◽  
Visual Identity ◽  
Service Brand ◽  
The Uk

Purpose – This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time. Design/methodology/approach – Based on data collected from 421 senior marketing executives, this paper applies the B2B SBI and structural equation modeling to fulfill the above purpose. Findings – Brand personality and human resource initiatives have a positive and significant influence on brand performance. Corporate visual identity, in addition to an employee and client focus, has an insignificant impact on performance. Consistent communications have a negative and significant influence on brand performance. Research limitations/implications – Data were only collected from executives in the UK. This research would benefit from replicative studies. Practical implications – This research empirically establishes the brand management activities that drive brand performance. Originality/value – This is the first empirical study to assess the influence service brand identity has on brand performance.

scholarly journals New public management and budgeting practices in Tanzanian Central Government

2016 ◽  
Vol 6 (4) ◽  
pp. 340-371 ◽  
Author(s):  
Andrew Goddard ◽  
Tausi Ally Mkasiwa
Keyword(s):  
Public Management ◽  
New Public Management ◽  
Central Government ◽  
Successful Implementation ◽  
Donor Funding ◽  
Policy Makers ◽  
Content Type ◽  
Inductive Research ◽  
New Public ◽  
Research Findings

Purpose The purpose of this paper is to investigate the budgeting practices in the Tanzanian Central Government. New budgeting reforms were introduced following exhortations from the bodies such as the UN, the World Bank and the IMF and reflect the new public management (NPM). Design/methodology/approach A grounded theory methodology was used. This methodology is inductive, allowing phenomena to emerge from the participants rather than from prior theory. This ensures both relevance and depth of understanding. Findings The principal research findings from the data concern the central phenomenon of “struggling for conformance”. Tanzanian Central Government adopted innovations in order to ensure donor funding by demonstrating its ability to implement imposed budgetary changes. Organizational actors were committed to these reforms through necessity and struggled to implement them, rather than more overtly resisting them. Research limitations/implications The research is subject to the usual limitations of case study, inductive research. Practical implications This research has several implications for policy-makers of NPM and budgetary reforms. These include the recognition that the establishment of the rules and regulations alone is not adequate for the successful implementation of budgetary and NPM reforms and should involve a comprehensive view of the nature of the internal and external environment. Originality/value There are few empirical papers of NPM accounting practices being implemented in the public sector of developing countries and none at all based in Tanzania. The paper identifies the existence of struggling to conform to reforms rather than resistance identified in prior research.

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