The celebrity credibility scale developed by Singh and Banerjee [Singh, R. P., & Banerjee, N. (2018). A study on exploring the factors influencing celebrity endorsement credibility. Global Business Review, 19(2), 494–509.] which is validated in the Indian context with the addition of some items based on Indian culture and psychometric properties is further tested. The scale items are earlier tested in general terms without any reference to a celebrity. For this study, four major two-wheeler brands in India, which are endorsed by celebrities, are considered. The present study consists of 380 participants. This study tries to explore the influence of celebrity credibility on consumers’ brand attitude and advertisement attitude. Subsequently, the influence of brand attitude and advertisement attitude on consumers’ purchase intention is studied. The study reveals celebrity credibility has a significant influence on consumers’ attitude towards the brand and advertisement, also in the case of purchase intention; both brand attitude and advertisement attitude built on celebrity credibility has positive significant influence. The present study supports the celebrity credibility scale items of Singh and Banerjee (2018). The overall effect of celebrity credibility is positively significant with other constructs; this proves that the scale items are robust and relevant in clarifying celebrity credibility properly.
This study tries to explore the factors contributing to the source credibility of celebrities as brand endorsers and, subsequently, develops a conceptually integrated scale for the same in Indian perspective. To conduct an empirical investigation, a survey is conducted consisting of 432 participants. In this study, exploratory factor analysis (EFA) followed by confirmatory factor analysis (CFA) has been con-ducted. Exploratory factor analysis resulted in three factors or dimensions. All the indicators are strongly loaded into their respective construct. The Cronbach’s alpha, composite factor reliability and variance extracted measure for validity checks are found to be satisfactory. All pairs of inter-construct correlation are found to be positive and significant. The issue of multicollinearity did not bear a serious threat to the data. Common method effect of Harmen’s one-factor post hoc test result indicates that multidimensional three-factor model fits the data well than the one-factor model. These results are also invariant across different demographic profiles, namely, gender, educational qualification and age.
Purpose -The purpose of this article is to provide a new conceptualization of a salesperson's customer orientation, as a multi-dimensional construct. The authors aim to base their new conceptualization on extensive evidence from literature review, and synthesis of the review of literature. Design/methodology/approach -An extensive literature review of the extant conceptualizations and operationalizations of salesperson's customer orientation is first carried out. Based on the review and synthesis of literature, a salesperson's customer orientation with six domain areas is conceptualized, through several propositions in the paper. Findings -The findings of this study suggest that salesperson's customer orientation has six domain areas, namely, providing information to customers, understanding customer needs, fulfilling customer needs, creating and delivering customer value, sustaining customer satisfaction, and maintaining long-term relationships with customers. Practical implications -The sales managers can now apply more specifically, any of the six domain areas of customer-oriented selling, and understand the conditions under which a particular domain area is important for customers. Originality/value -Salesperson's customer orientation hitherto has been considered only as an application of the marketing concept. The domain of this construct, or its various sub-domain areas were not clearly delineated so far in the literature. This paper clearly explicates the domain areas of the construct while defining customer-oriented selling in the changed world of selling today.
Until recent times, Indian jugaad was commonly constructed to be a frugal form of innovation engendered from the lack of resources and unhealthy financial conditions, and has been recently imported in the management literature. In this exploratory article, we extend the concept of jugaad to highlight the various facets of jugaad, and illustrate how poor people are applying jugaad, despite their low-levels of literacy, and frugal resources, as a survival strategy. This study discusses Indian jugaad as not only a way of 'making do' but also a methodology that has emerged as a way of survival for consumers at the bottom of the pyramid (BOP). The article mainly focuses on jugaads at a BOP household-level to the level of BOP entrepreneurship. In this article, we cover major innovations that have uplifted the rural livelihood using a series of interviews with BOP consumers, producers, as well as distant observations. We conclude the article with a few key managerial implications and some directions for future research.
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