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Purpose Extant literature on business-to-business (B2B) has largely ignored studying multi-homing through a psychological lens. This paper aims to outline the results of three constituent studies, which were designed to reveal potential differences in multi-homers’ versus single-homers’ loyalty behaviors in a B2B and supply chain management (SCM) setting; identify factors that differentiate single-homers and multi-homers in these settings; and examine the relevance and effect of perceived risk on multi-homing behaviors. Design/methodology/approach In Studies 1 and 2, the authors used a questionnaire-based survey to capture the perceptions of 503 and 458 SCM experts, respectively. They then deployed AMOS v.21 to perform structural equation modeling. In Study 3, the authors used a mixed-methods approach to interview 18 SCM experts and then applied these insights to a survey with 242 SCM experts. Findings Study 1 reveals that multi-homers’ loyalty toward their preferred SP has a weaker effect on willingness to pay premium prices and share-of-wallet than single-homers’ loyalty. Study 2 establishes that several attitudinal factors distinguish multi-homers from single-homers in a loyalty framework. Study 3 concludes that perceived risk dimensions promote multi-homing intention, which in turn promotes multi-homing behavior. Originality/value Through empirical investigation, the present research succeeds in establishing that multi-homing is a concern for SPs, deciphering the attitudinal factors that distinguish multi-homers and single-homers in a loyalty framework, and confirming the influence of perceived risk dimensions on multi-homing. Thus, the study has several theoretical and practical implications for B2B services in emerging economies.

Counterfeiting in m-commerce is rife in emerging markets. Our research intent is to understand how branded app quality counters perceived counterfeit deception (PCD) and engenders trust while analyzing consumer willingness to buy (WillB) in an emerging market. This work captures the perception of 1,146 online shoppers through a questionnaire-based survey and uses SPSSv23 and Amos 21 to construct a structural equation model to test the conceptual model. The results indicate that information quality (IQ), system quality (SysQ), and service quality (ServQ) of branded apps negatively affect PCD, and IQ and SysQ positively affect consumers' trust in the seller. The study establishes stronger effects of SysQ and ServQ on PCD than on trust, and alongside this, a stronger effect of IQ on trust than on PCD is witnessed. Hence, the study proves that ServQ and SysQ are sale qualifiers and IQ is a sale enabler in counterfeiting contexts. A strong direct negative effect of PCD on WillB seems to overwhelm the positive effect of trust on WillB. The study makes several theoretical contributions, including toward the established literature on two factor theory and trust theory. The insights have important practical implications for retailers attempting to counter counterfeiting in m-commerce.

Objective: The primary objective of the present study is to understand the impact of Cause-Related Marketing (CRM) on customer's buying intention. Methodology: In the present study quantitative technique was used for collecting data. Data were analyzed using SPSS. Findings: The result shows the relationship between Suitability of the Campaign (SoC) to Evaluation of Campaign (EC) was found negative and insignificant. The relationship between EC to Controllability of Efforts (CoE) was also found negative but significant. The relationship between EC to Perceived Motivational Attribution (PMA) and between PMA to Behavioural Outcome (BOI) was found positive and significant. Originality and Contribution: The present sector. The study will help academicians understand factors impacting CRM and outcome study is expected to contribute to the literature on Cause Related Marketing in the context of automobile of CRM. Policy makers will also be benefitted by such knowledge. There are very few works done in the context of India and hence the present work is expected to contribute to the existing literature on CRM.