Aarti Saini

Delhi University 1, Department of Commerce, Faculty Member

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You are not here merely to make a living. You are here in order to enable the world to live more amply, with greater vision, with a finer spirit of hope and achievement. You are here to enrich the world, and you impoverish yourself if you forget the errand.

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Pedro Hellín

Universidad de Murcia

Michael Spivey

University of California, Merced

Eros Carvalho

Universidade Federal do Rio Grande do Sul

Ian Miles

The University of Manchester

Associate Professor Duygu AYDIN ASLANER (Ph.D.)

Istanbul Kent University

Mathieu Grenet

Université Toulouse II Jean Jaurès

DR. RAKESH KUMAR

University of Delhi

Ramjit Singh

Central University Of Kashmir

Ludovico Solima

Università della Campania Luigi Vanvitelli

Rafael M. Girón Pascual

Universidad de Córdoba

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Papers by Aarti Saini

Moderating Role of Education and Gender on the Effects of Celebrity Endorsement on Strength, Uniqueness, and Favourability in Brand Association: Evidence from India

Asia Pacific Journal of Management Research and Innovation, 2020

Volumes of research documented the positive effects of celebrity endorsement in influencing the c... more Volumes of research documented the positive effects of celebrity endorsement in influencing the consumers in their purchase decisions. One area that has been understudied, to our knowledge, is the effect of level of education and gender on celebrity endorsement. The present study considers level of education as a moderator in the relationship between the effect of celebrity endorsement and its outcomes. In addition, we also study gender as a moderator in the relationship between trustworthiness and favourability. Using a structured instrument, data were collected from 678 respondents in a cosmopolitan city in northern part of India and analysed after checking the psychometric properties of the instrument. A conceptual model was developed and evaluated using hierarchical regression. Results showed that level of education plays a major role in changing the strength of relationship between perceived characteristics of celebrities and customer-based brand equity in terms of strength, un...

Artificial intelligence and automation

Transformation is being observed in almost every sphere of life. Industries accept technological ... more Transformation is being observed in almost every sphere of life. Industries accept technological advancements by accepting artificial intelligence and automation to improve the quality of products and services and to have errorless processes. The industry has a large number of human resources, and it functions on the concept of human touch, also known as the essence of hospitality; however, with the advent of artificial intelligence, fear of losing the human resources and human touch in the industry is paramount. The authors of the chapter detail the significance of the human touch in the tourism and hospitality industry. The chapter also highlights the usage of artificial intelligence in tourism through predictive analysis, travel experiences through virtual assistance, and the digital transformation tourism and hospitality have observed mainly in the coronavirus pandemic. It ends with a discussion on artificial intelligence in tourism and hospitality as support system for human resources or enhanced service quality and customer experience.

Photophysical studies of organostannoxane supported hexafluorophore assemblies

Inorganica Chimica Acta

I am loving it, really The effect of ethnocentrism, animosity, and service quality on consumer purchase intention in fast food restaurants in India

International Journal of Markets and Business Systems

The present study is aimed at examining the extent to which socio-economic psychological variable... more The present study is aimed at examining the extent to which socio-economic psychological variables (ethnocentrism and animosity) and the service quality are associated with purchase intention of consumers in fast-food industry. A conceptual model is developed to examine: 1) the role of gender as a moderator in the relationship between ethnocentrism and purchase intention; 2) service quality as a moderator in the relationship between animosity and purchase intention. Using a structured survey instrument, this paper gathered data from 200 respondents in cosmopolitan city in northern part of India. First psychometric properties of the instrument were tested, and then hierarchical regression was used as a statistical technique for analysing the data. Results show that: 1) ethnocentrism is positively related to purchase intention (which is contrary to the popular belief that ethnocentrism is negatively associated with purchase intention); 2) animosity is negatively related to purchase intention; 3) ethnocentrism is positively related to animosity; 4) gender play a crucial role as a moderator in the relationship between ethnocentrism and purchase intention; 5) service quality mitigates the negative effects of animosity on purchase intention.

INSPIRA JOURNAL OF MODERN MANAGEMENT ENTREPRENEURSHIPJMME Vol 08 N0 01 JAN 2018 Pages 455 to

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IMPACT OF CELEBRITY ENDORSEMENT ON BRANDS AND BRAND EQUITY-A REVIEW CONTRIBUTION TO BRAND LITERATURE

In modern marketing strategy, the use of celebrity endorsers is one of the most important concept... more In modern marketing strategy, the use of celebrity endorsers is one of the most important concept for brand promotion. Celebrities are the icon of masses. They are believed to give the brand a new face, create brand value and generate demand for the product. Use of celebrities for endorsing the brand leads to generate consumer trust in the brand as they lend their credibility and trustworthiness to the brand. No doubts that the marketers spends huge amount on selecting the right celebrity as building a strong brand requires careful planning and investment. This paper attempts to review the impact of celebrity endorsements in building brand equity with its dimensions. Brand awareness, Brand image and Brand association. This paper also discuss how the celebrity endorsements affects consumer buying decision along with its positive and negative impact on consumer brand association.

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Stress Management Theories-Its Impact And Coping Mechanisms

Stress is a universal phenomenon. It is a regular part of everyone’s everyday life. In general te... more Stress is a universal phenomenon. It is a regular part of everyone’s everyday life. In general term it is a pressure in every one’s life. Stress if not handled carefully will affect the efficiency, creativity and productivity of an individual. Successful stress management is the only key to bring down some noticeable changes in everyone’s life. It not only improves the employee performance but also help him to get relieved from anxiety, reduction in absenteeism, and also in lowering employee’s turnover.
This paper provides an overview on the types of stress, signs and symptoms of the experienced by the stressed person and how it leaves impact on individual with the coping mechanism to be followed. A detailed review of various psychological theories has been given to overview about the different stages of stress.
“Stress is not anything that happens to us. It is our response to what happens and response in something we can choose”

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