This study shows the role of consumers\u27 prior brand loyalty and environmental concern in their... more This study shows the role of consumers\u27 prior brand loyalty and environmental concern in their responses to third-party green-brown ratings of a brand. The online quasi-experiment with a national sample of U.S. consumers revealed that the validity of third-party green-brown ratings is believed equally between consumers with high and low environmental concern, but the impact of the ratings on brand greenness perception was greater among consumers with high (vs. low) environmental concern. This study also shows that consumers who are loyal to a brand are more likely to accept the validity of the brand\u27s green rating than that of its brown rating. Further, loyal consumers deny the relevance of the brown rating to the brand\u27s greenness. These findings suggest biased assimilation of third-party green-brown rating information as a function of the consumer\u27s prior brand loyalty and environmental concern. We discuss the theoretical and managerial implications of the findings
While human crowding has been considered a driver of negative emotions, leading to unpleasant sho... more While human crowding has been considered a driver of negative emotions, leading to unpleasant shopping experiences, other studies have found that it does not necessarily result in negative emotions but creates excitement in certain shopping contexts. To fill the research gap, this study investigates whether perceived competition mediates the relationships among human crowding, emotions, and hedonic shopping value. The authors tested the model with actual shoppers from fast fashion retailers in the United States. Results showed that when perceived human crowding is mediated through perceived shopping competition, it creates positive emotions and induces hedonic shopping value.
While human crowding has been considered a driver of negative emotions, leading to unpleasant sho... more While human crowding has been considered a driver of negative emotions, leading to unpleasant shopping experiences, other studies have found that it does not necessarily result in negative emotions but creates excitement in certain shopping contexts. To fill the research gap, this study investigates whether perceived competition mediates the relationships among human crowding, emotions, and hedonic shopping value. The authors tested the model with actual shoppers from fast fashion retailers in the United States. Results showed that when perceived human crowding is mediated through perceived shopping competition, it creates positive emotions and induces hedonic shopping value.
... 1960-2000 by MANVEER KAUR MANN Major Professor: Jan M. Hathcote ... innovation for the creati... more ... 1960-2000 by MANVEER KAUR MANN Major Professor: Jan M. Hathcote ... innovation for the creation of new trends. Different genres of music like jazz, hip-hop, rock, punk have their individual styles which are popularized by their fans especially following ...
Results: We found that students (above-average and average/below-average) preferred the procedura... more Results: We found that students (above-average and average/below-average) preferred the procedural approach to the conceptual approach. Interestingly, however, although students preferred the procedural approach when first introduced to it, above-average students evaluated the conceptual approach more positively if they were unable to solve a problem correctly and were presented with additional conceptual instruction. On the other hand, there was no change in the evaluation of the procedural approach.
The purpose of this study was to identify and analyze the emergence of new trends in women’s pant... more The purpose of this study was to identify and analyze the emergence of new trends in women’s pants from 1960 to 2000, to audit the typical age of a trend before it paves way to another new trend, and to analyze external factors or events that could have affected the life of these trends. The medium for studying the trends were two popular US magazines, Vogue and Good Housekeeping. A total of 84 issues of both Vogue and Good Housekeeping were examined. ANCOVA and Tukey’s comparison were used to analyze the data. INDEX WORDS: Fashion Trends, Fashion Cycles, Women’s Pants, Fashion Magazines, Vogue, Good Housekeeping BELL BOTTOMS TO SLIM FIT: A RETROSPCTIVE OF FASHION TRENDS AND WOMEN’S PANTS 1960-2000
Facing stiff competition and saturation in the home markets, American and European firms are incr... more Facing stiff competition and saturation in the home markets, American and European firms are increasingly looking for opportunities in India, the second largest untapped retail market. Despite its great market potential, the unique cultural background and market structure in India make it critical for foreign firms to understand why young Indian consumers, an emerging segment, choose to buy (or not to buy) Western brands at Western retail formats. To this end, this study examines need for distinctiveness to capture Indian consumers" dual desire for affiliation and differentiation to assert status, and investigate its role in accelerating acculturation towards Western culture and forming their value perception towards Western brands and Western retail formats in India. Drawing from Theory of Planned Behavior, a conceptual model is proposed to examine the roles that young Indian consumers" value perceptions (beliefs) about Western brands and Western retail formats as well as their subjective norms and perceived behavioral control play in forming an intention to buy Western brands at Western retail formats. A mall-intercept survey with a sample of 407 young Indian consumers was conducted in four Indian cities to test the proposed model. This study contributes to theory development by examining acculturation occurring through direct and/or indirect contact facilitated by media, technology, education, and travel, and by further developing and testing need for distinctiveness in the context of status-seeking behavior and testing its validity in explaining consumer behavior in an Eastern market. Findings from this study provide insights into the psychographic characteristics of young Indian consumers that increase their purchase
Abstract We examined public reactions to the U.S. House vote to decriminalize cannabis at the fed... more Abstract We examined public reactions to the U.S. House vote to decriminalize cannabis at the federal level. Using Twitter data, we analyzed public sentiment, top hashtags used, and underlying themes in the discourse. Users with a wide range of profiles were engaged in this chatter, predominantly expressing positive sentiment with various thematic hashtags. The conversations were centered around five major topics: commentary on the House vote, legalization impediment in the Senate, expungement of marijuana-related criminal records, medical use of marijuana, and social and economic impact of the bill. We discussed ethical and regulatory implications for retailing and marketing.
The COVID-19 pandemic and rising demand for transparency has heightened the importance of sustain... more The COVID-19 pandemic and rising demand for transparency has heightened the importance of sustainability communications on social media to generate deeper stakeholder engagement. Although B Corporations (B Corps), businesses committed to the triple bottom line (TBL), could serve as a catalyst for sustainable development, little is known about how they communicate on social media during a crisis. Therefore, we examined social media communications of B Corps to (1) identify salient topics and themes, (2) analyze how these themes align with the TBL, and (3) evaluate social media performance against industry benchmarks. We focused on the apparel, footwear, and accessories (AFA) sectors in the U.S. and chose Twitter, a platform known for crisis communication. Using a qualitative method, we found four topics and 21 underlying themes. Topics related to social/environmental issues and COVID-19 were most dominant, followed by product/brand promotions. Further classification of specific theme...
She also served as instructor in STEM Academic Boot Camp, Diversity Program. Prior to joining Pur... more She also served as instructor in STEM Academic Boot Camp, Diversity Program. Prior to joining Purdue, Dr. Jovanovic worked as a faculty at University of Novi Sad at departments of Industrial Engineering and Management. Dr. Jovanovic received M.Eng. (dipl.ing.) degree from University of Novi Sad, Serbia in Robotics, Mechatronics and Automation and M.Sc. (Magistar) degree in Production Systems Design, both at Department of Industrial Engineering. She received a PhD in Mechanical Engineering Technology from Purdue University. In addition, Dr. Jovanovic's scholarly publications include 50 journal articles and papers in conference proceedings, two technical reports, and seven poster presentations focusing on mechatronics, product identification, product lifecycle management, assembly systems, collaborative engineering, automation, and energy efficiency. She was active member of European Robotic Association EUROBOT, and currently serves as a co-advisor of ODU IEEE Car Team. She had internships in engineering services, aerospace, and power generation industries.
Journal of Fashion Marketing and Management: An International Journal, 2020
PurposeThis study investigates drivers and dynamics of preferences for brand prominence among the... more PurposeThis study investigates drivers and dynamics of preferences for brand prominence among the Chinese little emperors (LEs) residing in the US, a unique but powerful consumer group with dual-cultural characteristics.Design/methodology/approachUsing an online survey, the proposed model was tested with a convenience sample of the Chinese LE generation residing in the USFindingsSusceptibility to normative influence was a significant cultural driver of conspicuous, social, and unique value perceptions of luxury consumption among the Chinese LE generation residing in the US Perceived conspicuous and social values of luxury consumption were the primary drivers of this group's brand prominence preference for luxury fashion bags. However, perceived unique value of luxury consumption did not necessarily lead these consumers to prefer prominent logos or marks on a luxury bag. Furthermore, sociodemographic factors (gender, age, and time lived in the US) significantly affected perceptio...
International Journal of Pharmaceutical and Healthcare Marketing, 2019
Purpose This study aims to examine relationships between corporate social responsibility (CSR) to... more Purpose This study aims to examine relationships between corporate social responsibility (CSR) toward two key stakeholder groups – patients and society and hospital brand advocacy, and the mediating role of trust and patient-hospital identification (PHI) and the moderating role of hospital type on these associations. Design/methodology/approach The sample of 455 hospital patients was surveyed in Vietnam. Findings The results suggest that both CSR toward society and patients are positively related to brand advocacy. The influence of CSR toward patients on brand advocacy was stronger for private hospitals than public hospitals. Trust and PHI independently and partially mediate relationships between both stakeholder groups of CSR and brand advocacy with the exception of the trust, which fully mediates the relationship between CSR toward society and brand advocacy. Trust and PHI serve as serial mediators. Practical implications Hospitals can promote patients’ organic word of mouth throu...
Purpose This study aims to examine gender differences in the impact of imagining product use on p... more Purpose This study aims to examine gender differences in the impact of imagining product use on purchase decisions. The authors argue that while imagination can enhance purchase intention for female consumers, it can be detrimental to male consumers. This study explores the conditions under which imagination can be turned into a positive device for male consumers. Design/methodology/approach Three experimental studies were conducted. The first two studies illustrate the differential effects of imagination on males vs females. Given the negative effect found among males, the third study focused exclusively on male consumers to identify conditions under which the negative impact of imagination on these consumers can be alleviated. Findings Studies 1 and 2 show that while an imagination tactic has positive or no effect on female consumers, a generic imagination request lowers male consumers’ purchase intention. Focusing on potential ways of alleviating this negative effect, Study 3 sho...
International Journal of Adult Vocational Education and Technology, 2018
This article describes how for many college students the transition to college-level mathematics ... more This article describes how for many college students the transition to college-level mathematics courses presents new challenges beyond those that were part of the high school experience. In this interdisciplinary study forty-four non-mathematics and non-science majors, enrolled in a retail-buying course, were studied to examine student confidence in performing applied mathematical tasks, mathematics achievement in college, and the relationship between predictors of college success (mathematics studied in high school, SAT/ACT scores, and mathematics courses taken in college). Measurements used for the study included a subset of items from the Mathematics Self-Efficacy Scale (MSES) on a 5-point Likert-type scale, course grades, number of years studying mathematics in high school and number of mathematics courses in college. Findings indicate that mathematics courses taken in college increased confidence in working mathematical tasks and were significant predictors of achievement in t...
Abstract Very limited research addresses cultural change and consumer decisions in key emerging m... more Abstract Very limited research addresses cultural change and consumer decisions in key emerging markets experiencing proliferation of Western brands and retail formats. This study fills the gap in the literature by investigating the role of need for distinctiveness and Western acculturation in shifting value perceptions of Western brands and Western retail formats among young urban Indian consumers, an emerging market with growing spending power. Mall/market-intercept surveys in four Indian cities revealed that young urban Indian consumers’ need for distinctiveness accelerated Western acculturation, thereby enhancing perceived values of Western brands and Western retail formats. Such value perceptions significantly increased intention to buy Western brands at Western retail formats. Theoretical and managerial implications are discussed for retailers seeking to enter or expand in India, especially those targeting young urban consumers.
By analyzing retail news published between 2008 and 2011, we examined retrenchment and investment... more By analyzing retail news published between 2008 and 2011, we examined retrenchment and investment strategies employed by retailers in the U.S. in response to the Great Recession. We found four categories of retrenchment (store closings, buyouts, bankruptcies, and pull backs) and five categories of investment (market expansion, product development, service development, strategic partnerships, and corporate social responsibility). Retrenchment decisions were constrained by retailers' financial strength, whereas investment decisions varied with firms' strategic orientations and resource capabilities. Findings of this study enhance theoretical understanding of underlying factors of specific retrenchment and investment decisions that retailers pursued during a challenging economic time.
This study shows the role of consumers' prior brand loyalty and environmental concern in their re... more This study shows the role of consumers' prior brand loyalty and environmental concern in their responses to third-party green-brown ratings of a brand. The online quasi-experiment with a national sample of U.S. consumers revealed that the validity of third-party green-brown ratings is believed equally between consumers with high and low environmental concern, but the impact of the ratings on brand greenness perception was greater among consumers with high (vs. low) environmental concern. This study also shows that consumers who are loyal to a brand are more likely to accept the validity of the brand's green rating than that of its brown rating. Further, loyal consumers deny the relevance of the brown rating to the brand's greenness. These findings suggest biased assimilation of third-party green-brown rating information as a function of the consumer's prior brand loyalty and environmental concern. We discuss the theoretical and managerial implications of the findings.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2014
3D virtual reality technology can be used to create innovative virtual store environments capable... more 3D virtual reality technology can be used to create innovative virtual store environments capable of delivering unique and engaging shopping experiences. However, the value of using such an advanced technology has not been fully exploited yet. This study brings together knowledge from marketing, psychology, and engineering disciplines to investigate the role of immersive 3D virtual reality in enhancing consumer experience in an online store environment. We propose to design an immersive 3D virtual store and use psychological (cognitive elaboration, perceived diagnosticity, and perceived value) and physiological (neuroimaging) measures to examine how consumers respond to the 3D environment versus a 2D environment. By doing so, this study will illustrate the potential of 3D virtual reality in delivering more appealing shopping experiences than the traditional 2D interface featured by most existing online retail websites. Thus, the findings of this study can be the harbinger of future development of virtual shopping environments.
Journal of Fashion Marketing and Management: An International Journal, 2011
... both price and value are important decision criteria when shopping (Bhardwaj et al ... Bharad... more ... both price and value are important decision criteria when shopping (Bhardwaj et al ... Bharadwaj, VT, Swaroop, GM, Vittal, I. (2005), "Winning the Indian consumer", McKinsey Quarterly ... Fernandes, M., Chandrika, G., Khanna, A., Mitra, P., Narayanswamy, S. (2000), "India's retailing ...
This study shows the role of consumers\u27 prior brand loyalty and environmental concern in their... more This study shows the role of consumers\u27 prior brand loyalty and environmental concern in their responses to third-party green-brown ratings of a brand. The online quasi-experiment with a national sample of U.S. consumers revealed that the validity of third-party green-brown ratings is believed equally between consumers with high and low environmental concern, but the impact of the ratings on brand greenness perception was greater among consumers with high (vs. low) environmental concern. This study also shows that consumers who are loyal to a brand are more likely to accept the validity of the brand\u27s green rating than that of its brown rating. Further, loyal consumers deny the relevance of the brown rating to the brand\u27s greenness. These findings suggest biased assimilation of third-party green-brown rating information as a function of the consumer\u27s prior brand loyalty and environmental concern. We discuss the theoretical and managerial implications of the findings
While human crowding has been considered a driver of negative emotions, leading to unpleasant sho... more While human crowding has been considered a driver of negative emotions, leading to unpleasant shopping experiences, other studies have found that it does not necessarily result in negative emotions but creates excitement in certain shopping contexts. To fill the research gap, this study investigates whether perceived competition mediates the relationships among human crowding, emotions, and hedonic shopping value. The authors tested the model with actual shoppers from fast fashion retailers in the United States. Results showed that when perceived human crowding is mediated through perceived shopping competition, it creates positive emotions and induces hedonic shopping value.
While human crowding has been considered a driver of negative emotions, leading to unpleasant sho... more While human crowding has been considered a driver of negative emotions, leading to unpleasant shopping experiences, other studies have found that it does not necessarily result in negative emotions but creates excitement in certain shopping contexts. To fill the research gap, this study investigates whether perceived competition mediates the relationships among human crowding, emotions, and hedonic shopping value. The authors tested the model with actual shoppers from fast fashion retailers in the United States. Results showed that when perceived human crowding is mediated through perceived shopping competition, it creates positive emotions and induces hedonic shopping value.
... 1960-2000 by MANVEER KAUR MANN Major Professor: Jan M. Hathcote ... innovation for the creati... more ... 1960-2000 by MANVEER KAUR MANN Major Professor: Jan M. Hathcote ... innovation for the creation of new trends. Different genres of music like jazz, hip-hop, rock, punk have their individual styles which are popularized by their fans especially following ...
Results: We found that students (above-average and average/below-average) preferred the procedura... more Results: We found that students (above-average and average/below-average) preferred the procedural approach to the conceptual approach. Interestingly, however, although students preferred the procedural approach when first introduced to it, above-average students evaluated the conceptual approach more positively if they were unable to solve a problem correctly and were presented with additional conceptual instruction. On the other hand, there was no change in the evaluation of the procedural approach.
The purpose of this study was to identify and analyze the emergence of new trends in women’s pant... more The purpose of this study was to identify and analyze the emergence of new trends in women’s pants from 1960 to 2000, to audit the typical age of a trend before it paves way to another new trend, and to analyze external factors or events that could have affected the life of these trends. The medium for studying the trends were two popular US magazines, Vogue and Good Housekeeping. A total of 84 issues of both Vogue and Good Housekeeping were examined. ANCOVA and Tukey’s comparison were used to analyze the data. INDEX WORDS: Fashion Trends, Fashion Cycles, Women’s Pants, Fashion Magazines, Vogue, Good Housekeeping BELL BOTTOMS TO SLIM FIT: A RETROSPCTIVE OF FASHION TRENDS AND WOMEN’S PANTS 1960-2000
Facing stiff competition and saturation in the home markets, American and European firms are incr... more Facing stiff competition and saturation in the home markets, American and European firms are increasingly looking for opportunities in India, the second largest untapped retail market. Despite its great market potential, the unique cultural background and market structure in India make it critical for foreign firms to understand why young Indian consumers, an emerging segment, choose to buy (or not to buy) Western brands at Western retail formats. To this end, this study examines need for distinctiveness to capture Indian consumers" dual desire for affiliation and differentiation to assert status, and investigate its role in accelerating acculturation towards Western culture and forming their value perception towards Western brands and Western retail formats in India. Drawing from Theory of Planned Behavior, a conceptual model is proposed to examine the roles that young Indian consumers" value perceptions (beliefs) about Western brands and Western retail formats as well as their subjective norms and perceived behavioral control play in forming an intention to buy Western brands at Western retail formats. A mall-intercept survey with a sample of 407 young Indian consumers was conducted in four Indian cities to test the proposed model. This study contributes to theory development by examining acculturation occurring through direct and/or indirect contact facilitated by media, technology, education, and travel, and by further developing and testing need for distinctiveness in the context of status-seeking behavior and testing its validity in explaining consumer behavior in an Eastern market. Findings from this study provide insights into the psychographic characteristics of young Indian consumers that increase their purchase
Abstract We examined public reactions to the U.S. House vote to decriminalize cannabis at the fed... more Abstract We examined public reactions to the U.S. House vote to decriminalize cannabis at the federal level. Using Twitter data, we analyzed public sentiment, top hashtags used, and underlying themes in the discourse. Users with a wide range of profiles were engaged in this chatter, predominantly expressing positive sentiment with various thematic hashtags. The conversations were centered around five major topics: commentary on the House vote, legalization impediment in the Senate, expungement of marijuana-related criminal records, medical use of marijuana, and social and economic impact of the bill. We discussed ethical and regulatory implications for retailing and marketing.
The COVID-19 pandemic and rising demand for transparency has heightened the importance of sustain... more The COVID-19 pandemic and rising demand for transparency has heightened the importance of sustainability communications on social media to generate deeper stakeholder engagement. Although B Corporations (B Corps), businesses committed to the triple bottom line (TBL), could serve as a catalyst for sustainable development, little is known about how they communicate on social media during a crisis. Therefore, we examined social media communications of B Corps to (1) identify salient topics and themes, (2) analyze how these themes align with the TBL, and (3) evaluate social media performance against industry benchmarks. We focused on the apparel, footwear, and accessories (AFA) sectors in the U.S. and chose Twitter, a platform known for crisis communication. Using a qualitative method, we found four topics and 21 underlying themes. Topics related to social/environmental issues and COVID-19 were most dominant, followed by product/brand promotions. Further classification of specific theme...
She also served as instructor in STEM Academic Boot Camp, Diversity Program. Prior to joining Pur... more She also served as instructor in STEM Academic Boot Camp, Diversity Program. Prior to joining Purdue, Dr. Jovanovic worked as a faculty at University of Novi Sad at departments of Industrial Engineering and Management. Dr. Jovanovic received M.Eng. (dipl.ing.) degree from University of Novi Sad, Serbia in Robotics, Mechatronics and Automation and M.Sc. (Magistar) degree in Production Systems Design, both at Department of Industrial Engineering. She received a PhD in Mechanical Engineering Technology from Purdue University. In addition, Dr. Jovanovic's scholarly publications include 50 journal articles and papers in conference proceedings, two technical reports, and seven poster presentations focusing on mechatronics, product identification, product lifecycle management, assembly systems, collaborative engineering, automation, and energy efficiency. She was active member of European Robotic Association EUROBOT, and currently serves as a co-advisor of ODU IEEE Car Team. She had internships in engineering services, aerospace, and power generation industries.
Journal of Fashion Marketing and Management: An International Journal, 2020
PurposeThis study investigates drivers and dynamics of preferences for brand prominence among the... more PurposeThis study investigates drivers and dynamics of preferences for brand prominence among the Chinese little emperors (LEs) residing in the US, a unique but powerful consumer group with dual-cultural characteristics.Design/methodology/approachUsing an online survey, the proposed model was tested with a convenience sample of the Chinese LE generation residing in the USFindingsSusceptibility to normative influence was a significant cultural driver of conspicuous, social, and unique value perceptions of luxury consumption among the Chinese LE generation residing in the US Perceived conspicuous and social values of luxury consumption were the primary drivers of this group's brand prominence preference for luxury fashion bags. However, perceived unique value of luxury consumption did not necessarily lead these consumers to prefer prominent logos or marks on a luxury bag. Furthermore, sociodemographic factors (gender, age, and time lived in the US) significantly affected perceptio...
International Journal of Pharmaceutical and Healthcare Marketing, 2019
Purpose This study aims to examine relationships between corporate social responsibility (CSR) to... more Purpose This study aims to examine relationships between corporate social responsibility (CSR) toward two key stakeholder groups – patients and society and hospital brand advocacy, and the mediating role of trust and patient-hospital identification (PHI) and the moderating role of hospital type on these associations. Design/methodology/approach The sample of 455 hospital patients was surveyed in Vietnam. Findings The results suggest that both CSR toward society and patients are positively related to brand advocacy. The influence of CSR toward patients on brand advocacy was stronger for private hospitals than public hospitals. Trust and PHI independently and partially mediate relationships between both stakeholder groups of CSR and brand advocacy with the exception of the trust, which fully mediates the relationship between CSR toward society and brand advocacy. Trust and PHI serve as serial mediators. Practical implications Hospitals can promote patients’ organic word of mouth throu...
Purpose This study aims to examine gender differences in the impact of imagining product use on p... more Purpose This study aims to examine gender differences in the impact of imagining product use on purchase decisions. The authors argue that while imagination can enhance purchase intention for female consumers, it can be detrimental to male consumers. This study explores the conditions under which imagination can be turned into a positive device for male consumers. Design/methodology/approach Three experimental studies were conducted. The first two studies illustrate the differential effects of imagination on males vs females. Given the negative effect found among males, the third study focused exclusively on male consumers to identify conditions under which the negative impact of imagination on these consumers can be alleviated. Findings Studies 1 and 2 show that while an imagination tactic has positive or no effect on female consumers, a generic imagination request lowers male consumers’ purchase intention. Focusing on potential ways of alleviating this negative effect, Study 3 sho...
International Journal of Adult Vocational Education and Technology, 2018
This article describes how for many college students the transition to college-level mathematics ... more This article describes how for many college students the transition to college-level mathematics courses presents new challenges beyond those that were part of the high school experience. In this interdisciplinary study forty-four non-mathematics and non-science majors, enrolled in a retail-buying course, were studied to examine student confidence in performing applied mathematical tasks, mathematics achievement in college, and the relationship between predictors of college success (mathematics studied in high school, SAT/ACT scores, and mathematics courses taken in college). Measurements used for the study included a subset of items from the Mathematics Self-Efficacy Scale (MSES) on a 5-point Likert-type scale, course grades, number of years studying mathematics in high school and number of mathematics courses in college. Findings indicate that mathematics courses taken in college increased confidence in working mathematical tasks and were significant predictors of achievement in t...
Abstract Very limited research addresses cultural change and consumer decisions in key emerging m... more Abstract Very limited research addresses cultural change and consumer decisions in key emerging markets experiencing proliferation of Western brands and retail formats. This study fills the gap in the literature by investigating the role of need for distinctiveness and Western acculturation in shifting value perceptions of Western brands and Western retail formats among young urban Indian consumers, an emerging market with growing spending power. Mall/market-intercept surveys in four Indian cities revealed that young urban Indian consumers’ need for distinctiveness accelerated Western acculturation, thereby enhancing perceived values of Western brands and Western retail formats. Such value perceptions significantly increased intention to buy Western brands at Western retail formats. Theoretical and managerial implications are discussed for retailers seeking to enter or expand in India, especially those targeting young urban consumers.
By analyzing retail news published between 2008 and 2011, we examined retrenchment and investment... more By analyzing retail news published between 2008 and 2011, we examined retrenchment and investment strategies employed by retailers in the U.S. in response to the Great Recession. We found four categories of retrenchment (store closings, buyouts, bankruptcies, and pull backs) and five categories of investment (market expansion, product development, service development, strategic partnerships, and corporate social responsibility). Retrenchment decisions were constrained by retailers' financial strength, whereas investment decisions varied with firms' strategic orientations and resource capabilities. Findings of this study enhance theoretical understanding of underlying factors of specific retrenchment and investment decisions that retailers pursued during a challenging economic time.
This study shows the role of consumers' prior brand loyalty and environmental concern in their re... more This study shows the role of consumers' prior brand loyalty and environmental concern in their responses to third-party green-brown ratings of a brand. The online quasi-experiment with a national sample of U.S. consumers revealed that the validity of third-party green-brown ratings is believed equally between consumers with high and low environmental concern, but the impact of the ratings on brand greenness perception was greater among consumers with high (vs. low) environmental concern. This study also shows that consumers who are loyal to a brand are more likely to accept the validity of the brand's green rating than that of its brown rating. Further, loyal consumers deny the relevance of the brown rating to the brand's greenness. These findings suggest biased assimilation of third-party green-brown rating information as a function of the consumer's prior brand loyalty and environmental concern. We discuss the theoretical and managerial implications of the findings.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2014
3D virtual reality technology can be used to create innovative virtual store environments capable... more 3D virtual reality technology can be used to create innovative virtual store environments capable of delivering unique and engaging shopping experiences. However, the value of using such an advanced technology has not been fully exploited yet. This study brings together knowledge from marketing, psychology, and engineering disciplines to investigate the role of immersive 3D virtual reality in enhancing consumer experience in an online store environment. We propose to design an immersive 3D virtual store and use psychological (cognitive elaboration, perceived diagnosticity, and perceived value) and physiological (neuroimaging) measures to examine how consumers respond to the 3D environment versus a 2D environment. By doing so, this study will illustrate the potential of 3D virtual reality in delivering more appealing shopping experiences than the traditional 2D interface featured by most existing online retail websites. Thus, the findings of this study can be the harbinger of future development of virtual shopping environments.
Journal of Fashion Marketing and Management: An International Journal, 2011
... both price and value are important decision criteria when shopping (Bhardwaj et al ... Bharad... more ... both price and value are important decision criteria when shopping (Bhardwaj et al ... Bharadwaj, VT, Swaroop, GM, Vittal, I. (2005), "Winning the Indian consumer", McKinsey Quarterly ... Fernandes, M., Chandrika, G., Khanna, A., Mitra, P., Narayanswamy, S. (2000), "India's retailing ...
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Papers by Manveer Mann