Exploration of brand sacralization among the young adult consumers in the context of emerging Asian market

2015 ◽  
Vol 16 (3) ◽  
pp. 264-280 ◽  
Author(s):  
Juhi Gahlot Sarkar ◽  
Abhigyan Sarkar ◽  
Abhilash Ponnam
Keyword(s):  
Grounded Theory ◽  
Young Adult ◽  
Content Type ◽  
Acculturation Process ◽  
Grounded Theory Method ◽  
Doing Business ◽  
Prior Literature ◽  
Asian Market ◽  
The Individual ◽  
Depth Interviews

Purpose – The purpose of this paper was to uncover various factors that make the young consumers in emerging Asian market devotees of brands and sacrilize brands giving rise to a phenomenon called brand sacralization where the individual consumer considers brand as sacred as religion. Another objective of this research was to investigate the acculturation process taking place among the young adult consumers in emerging Asian market. Design/methodology/approach – Based on prior literature review, the concept of brand sacralization has been defined to bring theoretical sensitivity. Grounded theory method has been used to collect, analyze and interpret the data collected through semi-structured depth interviews. Findings – Data analysis reveals various underlying dimensions of brand sacralization and various actionable antecedents and consequence of brand sacralization. Originality/value – Value of the article lies in developing a grounded theory framework for brand sacralization that can guide the marketers doing business in emerging markets to build a strong brand that the consumers would sacralize.

You are an embarrassment

2017 ◽  
Vol 20 (3) ◽  
pp. 289-305 ◽  
Author(s):  
Juhi Gahlot Sarkar ◽  
Abhigyan Sarkar
Keyword(s):  
Grounded Theory ◽  
Qualitative Study ◽  
Design Methodology ◽  
Content Type ◽  
Factors Associated ◽  
Grounded Theory Method ◽  
Moderating Factors ◽  
Antecedents And Consequences ◽  
Depth Interviews ◽  
Theory Framework

Purpose The purposes of this qualitative study are to investigate brand embarrassment which is a unique social consumption emotion and to identify possible antecedents, consequences and moderating factors associated with it. Design/methodology/approach The study reviewed a large volume of literature on embarrassment. The literature review was followed by a series of semi-structured, in-depth interviews of selected brand-conscious young adult informants in India. The data collected through such interviews were coded following grounded theory method. Findings The final outcome of the study is a comprehensive grounded theory framework. The framework depicts various antecedents and consequences of brand embarrassment and specific moderating factors shaping the influences of specific antecedents on brand embarrassment. Originality/value The value of this qualitative study lies in developing an elaborate grounded theory framework showing the inter-relationships between brand embarrassment and other related concepts.

Devoted to you my love: brand devotion amongst young consumers in emerging Indian market

2016 ◽  
Vol 28 (2) ◽  
Author(s):  
Abhigyan Sarkar ◽  
Juhi Gahlot Sarkar
Keyword(s):  
Grounded Theory ◽  
Design Methodology ◽  
Evolutionary Process ◽  
Product Category ◽  
Grounded Theory Method ◽  
Indian Consumers ◽  
Young Consumers ◽  
Asian Market ◽  
Depth Interviews ◽  
Theory Framework

Purpose Research investigating brand devotion among young consumers is scarce particularly in emerging Asian market context. The objective of this study was to qualitatively explore the evolutionary process leading to brand devotion amongst the young Indian consumers. Design/methodology/approach Semi-structured depth interviews were conducted to collect data. Data was analyzed using grounded theory method. Findings The grounded theory framework developed shows single brand devotion in a product category as the key phenomenon along with the associated factors and evolutionary processes. Originality/value This study explores how single brand devotion is distinct from romantic brand love, as experienced by consumers. Value of this article also lies in developing a grounded theory framework for single brand devotion in emerging Asian market context.

A qualitative investigation of e-tail brand affect

2018 ◽  
Vol 36 (3) ◽  
pp. 365-380 ◽  
Author(s):  
Abhigyan Sarkar ◽  
Juhi Gahlot Sarkar ◽  
Sreejesh S. ◽  
Anusree M.R.
Keyword(s):  
Grounded Theory ◽  
Attachment Style ◽  
Process Model ◽  
Causal Process ◽  
Store Brand ◽  
Content Type ◽  
Grounded Theory Method ◽  
Brand Affect ◽  
Positive Word Of Mouth ◽  
Depth Interviews

Purpose The purpose of this paper is to qualitatively investigate various factors associated with e-tail store brand affect. Design/methodology/approach Data were collected by conducting semi-structured depth interviews following a storytelling approach. The data were coded using the grounded theory method. Findings Data analysis shows that anticipated service recovery, deal attractiveness and luxury e-tail brand image predict e-tail store brand affect. These predictors play their roles under the moderating influences of specific moderators. The desirable marketing outcomes of e-tail store brand affect are e-tail branded app usage, spreading positive word of mouth and secure attachment style toward e-tailer. Originality/value The value of this study lies in developing a grounded theory based causal process model that can provide managerial insights on how to enhance e-tail brand affect.

Consumer roles and values in selfie experience: a case of Korean young consumers

2018 ◽  
Vol 21 (4) ◽  
pp. 491-512 ◽  
Author(s):  
Yoo Jin Kwon ◽  
Kyoung-Nan Kwon
Keyword(s):  
Qualitative Research ◽  
Grounded Theory ◽  
Web 2.0 ◽  
Research Method ◽  
Design Methodology ◽  
Theory Approach ◽  
Qualitative Research Method ◽  
Content Type ◽  
Grounded Theory Approach ◽  
Depth Interviews

Purpose The purpose of this study is to understand the values consumers pursue and roles consumers partake in selfie practice. Design/methodology/approach A qualitative research method was adopted. In-depth interviews were conducted with selfie enthusiasts. Data were analyzed with grounded theory approach. Findings Diverse activities and reflections pertaining to selfies were analyzed, which uncovered three consumer roles departmentalized and the nine values that selfie practice generates for consumers. The three roles are subject, photographer and user of selfies, and the roles are orchestrated together or selectively performed if necessary. In consequence of the interplay of performances and expectations of the roles, consumers pursue and gain four collaboratively created values and five individually created values. Originality/value Findings of the study expand the understanding of values of selfie practice and consumer roles in Web 2.0.

scholarly journals High-skilled female immigrants: career strategies and experiences

2018 ◽  
Vol 6 (3/4) ◽  
pp. 258-284 ◽  
Author(s):  
Saba Colakoglu ◽  
Dilek G. Yunlu ◽  
Gamze Arman
Keyword(s):  
Experiential Learning ◽  
Support Network ◽  
Career Experiences ◽  
Diverse Range ◽  
Content Type ◽  
Skilled Immigrants ◽  
The Usa ◽  
Female Immigrants ◽  
The Individual ◽  
Depth Interviews

Purpose The purpose of this paper is to uncover career-related issues that high-skilled female immigrants face and their strategies for rebuilding their careers upon migration for a diverse range of reasons including following a spouse, furthering education and self-initiated expatriation. Design/methodology/approach Using grounded theory to explore this topic, the authors performed 14 in-depth interviews with female immigrants that fit pre-determined inclusion criteria for high-skilled (e.g. educated, gainfully and professionally employed). The study context of immigration is the USA, and the authors performed interviews with high-skilled immigrants from Turkey – an underrepresented nation in the US migrant population. Findings Content analysis of in-depth interviews revealed five primary theoretical themes that captured the career experiences of these individuals: non-linear career entry, career orientation, strong commitment and will to succeed, socialization patterns at work and support network. Integrating these findings with theories on adult learning, the authors developed an experiential learning model of career reconstruction among high-skilled immigrants. Originality/value This study contributes to the global mobility literature by developing an experiential learning theory of careers and taking a gendered perspective to the career experiences of high-skilled female immigrants. It answers the questions: what are the individual and situation factors associated with career success among high-skilled female immigrants? and what is the process that high-skilled immigrants go through to rebuild their careers?

Technical requirements for copyright protection of electronic theses and dissertations in INSTD

2017 ◽  
Vol 35 (1) ◽  
pp. 21-35
Author(s):  
Zeinab Papi ◽  
Saeid Rezaei Sharifabadi ◽  
Sedigheh Mohammadesmaeil ◽  
Nadjla Hariri
Keyword(s):  
Grounded Theory ◽  
Copyright Protection ◽  
Digital Rights Management ◽  
Technical Aspect ◽  
Management Systems ◽  
Copy Detection ◽  
Content Type ◽  
Technical Requirements ◽  
The Individual ◽  
Theses And Dissertations

Purpose This study aims to determine the technical requirements for copyright protection of theses and dissertations for proposing a model for applying in Iran’s National System for Theses and Dissertations (INSTD). Design/methodology/approach This study used a mixed research methodology. The grounded theory was used in the qualitative phase, and a researcher-made checklist was applied in the quantitative phase for surveying the status of the INSTD. Research population included INSTD as well as six information specialists and copyright experts. Data were analysed by using open, axial and selective coding. Findings Based on data extracted from the completed checklists, some technical requirements had been provided in the system. The technical requirements that interviewees pointed out included the following two main classes: technical components and technical-software infrastructures, explored in the phase of the grounded theory. The individual categories included access control, copy control, technical-software challenges, protecting standards, hypertext transfer protocol secure, certificate authority, documentation of thesis and dissertation information, the use of digital object identifiers, copy detection systems, thesis and dissertation integrated systems, digital rights management systems and electronic copyright management systems. Research limitations/implications Considering the subject of this study, only the technical aspect was investigated, and other aspects were not included. In addition, electronic theses and dissertation (ETD) providers were not well aware of copyright issues. Practical implications Using the technical requirements with high security is effective in the INSTD to gain the trust of the authors and encourage them to deposit their ETDs. Social implications The increased use of the system encourages the authors to be more innovative in conducting their research. Originality/value Considering the continued violation of copyright in electronic databases, applying technical requirements for copyright protection and regulating users’ access to the information of theses and dissertations are needed in the INSTD.

The role of compliance for organisational change

2018 ◽  
Vol 31 (2) ◽  
pp. 334-351 ◽  
Author(s):  
Ronald Busse ◽  
Ufuk Doganer
Keyword(s):  
Qualitative Methodology ◽  
Qualitative Content Analysis ◽  
Organisational Change ◽  
Future Research ◽  
Content Type ◽  
Lively Debate ◽  
And Performance ◽  
The Individual ◽  
Depth Interviews

Purpose Fuelled by the latest scandals at Siemens, VW or Walmart, there is a lively debate on the role of compliance and ethics programmes. Unlike large corporations, small and medium-sized enterprises (SMEs) arguably tend to underestimate their significance and lag behind. Hence, the purpose of this paper is to shed light on the process of introducing compliance codes and its effects on employee acceptance and performance. Design/methodology/approach In line with the qualitative methodology, the authors conducted 12 in-depth interviews with German SME employees which the authors evaluated with the qualitative content analysis. Findings As for the major contribution, results indicate the emergence of a lack of understanding, anger, anxiety and operational performance losses – both at the individual and the corporate level – especially when employees feel uninvolved in the initial introduction stadium. Originality/value Practicing managers may benefit from the recommendation to facilitate staff involvement at earlier stages. As for theory advancement, the authors draw on Kotter’s (2007) long surviving “Eight Steps Change Management Model” and find significant support for shifting the spotlight of attention towards the first four phases. The authors discuss the original value of the research, admit limitations and illuminate some promising future research trajectories.

scholarly journals How misconduct in business contributes to understanding the supply side of corruption in international business

2019 ◽  
Vol 16 (3) ◽  
pp. 209-231
Author(s):  
Myriam Ertz ◽  
Fahri Karakas ◽  
Frederick Stapenhurst ◽  
Rasheed Draman ◽  
Emine Sarigöllü ◽  
...  
Keyword(s):  
Multinational Corporations ◽  
International Business ◽  
Supply Side ◽  
Case Study Methodology ◽  
Content Type ◽  
Societal Context ◽  
Study Methodology ◽  
The Individual ◽  
Depth Interviews

Purpose This study aims to offer a better understanding of supply side of bribery and corruption in an international business perspective by conceptualizing it in the narrower concept of misconduct in business (MIB) derived from the deontological perspective to business ethics. Design/methodology/approach The authors use a case study methodology of professionals working within Canadian mining multinational corporations operating in Africa. The authors conducted 2 focus groups, 25 in-depth interviews, document search and an open-ended questionnaire to 15 professionals. Further, they drew on a combination of the classic relationalist sociological framework and its recent revision, that they named the relationalism-substantialism framework to analyze the data. Findings The triangulated empirical data show that the reason why MIB in the form of bribery supply occurs is not exclusively tied to any given perspective, whether the individual, the organization or the wider societal context. Rather, these different layers are tightly intertwined and interact with each other for the supply of bribery to occur. Originality/value Although the three siloed perspectives of MIB have been studied in the literature, they have not been addressed in relation to one another, and even less with a relationalism-substantialism framework. Yet, this perspective contributes compellingly to the understanding of the supply side in bribery. The authors propose a net of conceptually related constructs that intervene in the process of bribery supply occurrence, namely relationality influenced by institutional dysfunctionality and conflation and substantiality through agency and culture.

Brand love in emerging market: a qualitative investigation

2014 ◽  
Vol 17 (4) ◽  
pp. 481-494 ◽  
Author(s):  
Abhigyan Sarkar
Keyword(s):  
Design Methodology ◽  
Emerging Market ◽  
Hedonic Consumption ◽  
Brand Love ◽  
Content Type ◽  
Asian Market ◽  
Antecedents And Consequences ◽  
Qualitative Exploration ◽  
Depth Interviews ◽  
Practical Implications

Purpose – The purpose of this article to explore the nature of brand love, the antecedents and consequences of brand love and the obstacles to brand love in the context of Asian market. Brand love is an emerging concept in the domain of consumer psychology. It has been regarded as the motivating force behind contemporary hedonic consumption. Yet little qualitative exploration has been done to understand brand love especially in the context of emerging Asian market. Design/methodology/approach – This article is grounded in consumers’ everyday experiences of loving particular brands. Semi-structured depth interviews have been conducted. Findings – Based on the findings of the depth interviews, a conceptual framework has been developed showing the antecedents and consequences of brand love. This study also throws light on the specific psychological phenomenon of the emerging market consumers. The findings form the basis for a discussion of the theoretical and practical implications of brand love in the context of emerging economy. Originality/value – Value of this article lies in developing a grounded theory of brand love in the context of emerging Asian market.

scholarly journals What ' s in it for me? A managerial perspective on the influence of the psychological contract on attitude towards change

2016 ◽  
Vol 29 (2) ◽  
pp. 263-292 ◽  
Author(s):  
Sjoerd van den Heuvel ◽  
René Schalk ◽  
Charissa Freese ◽  
Volken Timmerman
Keyword(s):  
Organizational Change ◽  
Grounded Theory ◽  
Psychological Contract ◽  
Cognitive Responses ◽  
Theory Approach ◽  
Content Type ◽  
Management Consultants ◽  
Change Perception ◽  
The Individual ◽  
Managerial Perspective

Purpose – The purpose of this paper is to develop a model on how business managers perceive that an employee’s psychological contract influences his or her attitude toward an organizational change. More specifically, it aims to provide insight into the managerial views on: first, the affective, behavioral and cognitive responses of employees toward organizational change; second, the pre-change and change antecedents of these responses; and third, the role of the psychological contract as a pre-change antecedent. Design/methodology/approach – Data were collected from in-depth interviews with 39 human resource directors, change managers and management consultants in eight European countries. Based on detailed grounded theory-driven analyses of the qualitative data, a conceptual model was developed. Findings – Based on the grounded theory analysis, a model emerged that positions the individual change perception and individual answer to the “what’s in it for me?” question as central determinants of an employee’s attitude toward change. Moreover, the model distinguishes between “influencing” variables that shape the employees’ change perception, and “overruling” variables that can potentially reverse the change perceptions. Practical implications – A strong emphasis on managing the employment relationship by fulfilling mutual obligations and by creating trust will yield more constructive responses to organizational change than focussing on managing an organizational change as an independent event. Originality/value – As one of the first in its field, this study provides insight in the sense-making processes during organizational change, while adopting a managerial perspective. A grounded theory approach by means of interviewing, serves as a first step toward better understanding of the development of employees’ affective, behavioral and cognitive responses to organizational change.

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