Acculturation and apparel store loyalty among immigrants in Western countries

Ashaduzzaman, Md.; Jebarajakirthy, Charles; Das, Manish; Shankar, Amit

doi:10.1080/0267257x.2020.1833963

Cited by 22 publications

(10 citation statements)

References 83 publications

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“…UPC‐dominant people do not consider for social consequences while choosing brands that to proclaim their uniqueness from the rest (Das et al., 2021; Tian et al., 2001). They are mostly innovators (Kauppinen‐Räisänen et al., 2018) and do not hesitate to opt designs that may be considered taboo and socially deviant (Jebarajakirthy & Das, 2020; Lee & Leizerovici, 2011) by distancing themselves from popular consumer cultural practices (Ashaduzzaman et al, 2021; Das & Mukherjee, 2019) in anticipation that their unique selection today will make them trendsetter over time. Accordingly, UPC‐dominant people are expected to prefer brands that are exclusive, rare and unconventional (Kauppinen‐Räisänen et al., 2018); unlikely characteristics of masstige luxuries.…”

Section: Theoretical Underpinnings and Hypotheses Developmentmentioning

confidence: 99%

Inspired and engaged: Decoding MASSTIGE value in engagement

Das

Saha

Roy

2021

Int J Consumer Studies

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This study explores two burgeoning aspects of marketing research; inspiration and engagement, in the context of mass‐prestige brands; that is those brands that position themselves among middle‐income people on the plank of mass‐prestige by maintaining premium feeling at an attainable price. Specifically, it examines the role of desire and perceived value in activating masstige inspiration and shaping masstige engagement. In addition, it investigates whether the transition from inspiration to masstige engagement varies based on need for uniqueness tendencies. Following a survey method, responses were obtained from 396 (354 usable) masstige (car) luxury buyers in India using a structured questionnaire. Covariance‐based Structural equation modelling (SEM) was used to test the direct and mediation hypotheses, while moderation hypotheses were checked using multi‐group SEM. The study indicates that affective desire (discomfort, pleasure and guilt), but not cognitive (control) and perceive value (functional value, emotional value and social value), shapes consumers’ masstige engagement (cognitive, affective and behavioural). Affective desire and perceived value activates masstige inspiration (“inspired byi”) leading to masstige intention (inspired to) and finally masstige engagement. Creative choice counter conformity as uniqueness tendency strengthens the effect of masstige intention (inspired to) on masstige engagement but not unpopular and avoidance of similarity uniqueness tendencies. Study findings will significantly strengthen engagement and inspiration literature in general and masstige in particular besides providing input to the marketers in shaping masstige branding and communication strategies.

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Section: Theoretical Underpinnings and Hypotheses Developmentmentioning

confidence: 99%

Inspired and engaged: Decoding MASSTIGE value in engagement

Das

Saha

Roy

2021

Int J Consumer Studies

Self Cite

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“…Since the data for dependent and independent constructs provided by the same respondents, there is a possibility of common method bias (CMB) (Ashaduzzaman et al, 2020). In literature, Podsakoff et al (2003) suggested Harman's single test factor test to analyse the problem of CMB.…”

Section: Common Methods Variancementioning

confidence: 99%

Does gamified interaction build a strong consumer-brand connection? A study of mobile applications

Sangroya

Yadav

Joshi

2021

AJIS

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In recent times gamification has increasingly been used by brands through smartphones to interact effectively with their consumers. The core assumption for creating gamified environment is that it will develop engagement with the consumer and motivate them to use their product or services. However, beyond this assumption, there is dearth empirical evidence regarding how much effective these gamified features are in engaging consumers. Therefore, this research analyses the relationship between flow, brand engagement, self-brand connection and brand usage intent among consumers (N = 360)of two gamified mobile applications. The findings show that the multidimensional construct flow formed by five dimensions i.e. challenge, feedback, autonomy, immersion, and interaction positively associates with cognitive brand engagement and emotional brand engagement. Additionally, both these forms of brand engagement further strengthen consumers’ brand connection and motivate them for further use. These results imply that gamified environment can augment consumer engagement with brand and further increase usage intention. Therefore, gamification can be an effective technique in brand management and brand managers can use it to strengthen relationship with consumers and increasing possibility of using their brands.

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“…To assess the potential of CMB, both statistical and non-statistical methods were applied (Podsakoff, MacKenzie, Lee, & Podsakoff, 2003). As a non-statistical measure, clarity of the survey items and the confidentiality of the respondents were ensured thereby mitigating the probability of CMB (Ashaduzzaman, Jebarajakirthy, Das, & Shankar, 2021).…”

Section: Reliability and Validity Of The Measurement Modelmentioning

confidence: 99%

“…As a statistical measure, a CFA was performed using AMOS 27 (Ashaduzzaman et al, 2021). In this technique, if a multi-factor model (i.e.…”

Section: Reliability and Validity Of The Measurement Modelmentioning

confidence: 99%