Purpose The purpose of this paper is to review the existing state of research on “Halal” branding and to propose and empirically test the framework for understanding the purchase intention for “Halal” branded products in Indian context. Design/methodology/approach The research design is cross-sectional in nature; convenience sampling and snowball sampling is done, and completely filled 288 questionnaires are considered for testing the conceptual framework. Structural equation modeling is used to assess the fit of framework. The study has incorporated attitude as a mediating variable in relation to purchase intention for “Halal” branded products. The originality of the research is based on responses collected from the respondents in the form of online and offline questionnaires. Findings Findings of the direct and indirect effects in the study show that attitude has a full mediation effect on purchase intention, i.e. in the presence of attitude as a mediation variable the direct effect of subjective norm and religiosity is insignificant and the effect caused through attitude is significant. Practical implications In a country like India, which enjoys a sufficiently good percentage of Muslim population (14.2 per cent), an understanding of attitude provides enough scope for marketers to strategize techniques to reduce dissonance of non-availability of “Halal” brands. Originality/value Research is atypical, as it has focused on the mediation effects of attitude toward “Halal” branded products with the help of cosmetic range of products.
Consumer–brand relationships are witnessing a tremendous upheaval from the past few years, with emotions becoming a predictor of a brand's fate. Brand love is a construct that reflects the passionate emotional attachment of a consumer with a brand, thus, it has captured the attention of practitioners around the globe. Moreover, Gen Z consumers of countries like India have also shown huge emotional sensitivity while purchasing fashion apparel brands since these brands intensify their social image. The marketers, therefore, are looking out for strategic alternatives to engage the consumer and stimulate their emotions. In view of this, the present study adds to the existing body of literature by introducing novel linkages in branding by examining the mediating role of brand engagement in shaping loyalty intentions. The study also recognizes the moderating role of experience with several proposed relationships concerning brand love. For this purpose, cross‐sectional research was carried out by collecting responses from Gen Z consumers. The results reveal the significant mediating role of brand engagement between brand love and loyalty intention and confirms the moderating role of brand experience in two relationships (i.e., brand trust and brand image) with brand love while insignificant with brand satisfaction. It has also observed direct and indirect effects of brand love, thus, extending existing models and proposed theories. Emerging markets like India have massive potential for marketers in almost all product categories. However, the fashion apparel category has come out as an attractive industry due to the emergence of fashion‐conscious generation, that is, gen Z. The marketers today focus on the loyalty of the customer therefore, a study articulating loyalty intention and its precursors would help in constituting several branding strategies.
Purpose The purpose of this study is to examine the role of contemporary consumer-brand relationships in predicting brand sacredness, brand fidelity and propensity to spread word of mouth (WOM) in the context of “halal” cosmetic brands. Design/methodology/approach The proposed research framework has been empirically tested by collecting responses from 403 Muslim respondents of diverse demographics. Structural equation modelling has been used for exploring the underlying relationships between emotions associated with halal brands. Findings All the proposed hypotheses were positively significant, thus confirming that brand love is significantly affected by brand trust, brand image, self-congruence and brand experience. Further, brand love acts as a significant determinant in shaping brand sacredness, brand fidelity and WOM. Research limitations/implications The study has made a significant contribution by exploring the intensity of brand love and its effect on relationship-maintenance triad in halal cosmetic brands in India. Practical implications Marketers must understand the emotional side of brands to create synergy in their marketing efforts. Moreover, in the case of religious or faith-based brands, attainment of the highest order of brand love can play a revolutionary role for long-term growth. Originality/value In the context of halal cosmetic brands in India, this study has offered a new perspective by extending the literature on consumer-brand relationships. The use of brand fidelity and brand sacredness has enhanced the effectiveness of emotions with which consumers have been looking at brands for ages.
Negative appendectomy remains a concern in current surgical practice. Data from the developing world is scarce. Data of appendectomies during the last 5 years were analyzed. Interval and incidental appendectomies were excluded. The demographic details, presenting complaints, clinical signs, and investigations performed were recorded in a predesigned proforma. The data were critically analyzed. Six hundred eighty-five appendectomies were performed during the period. One hundred eighty-five patients with a normal appendix were identified on histopathology. Sixty-seven patients with incidental or interval appendectomies were excluded. Thus, 118 patients had appendectomies performed erroneously. All these patients with presumed diagnosis of acute appendicitis were operated on by resident surgeons. Records of 17 patients could not be retrieved. The most common symptom was abdominal pain (100 %), and the commonest sign was right iliac fossa tenderness (93 %). Most of the patients underwent USG to supplement the diagnosis. CT scan and diagnostic laparoscopy were not performed. The negative appendectomy rate was 17.2 % (12.4 % in males; 33.3 % in females). The highest incidence of negative appendectomy was in females aged 11-20 years (66.7 %). The rate of negative appendectomy at our institute is comparable with the world statistics. More diligence is required in making the clinical diagnosis of acute appendicitis, especially in young females. The use of C-reactive protein and CT scan may decrease the negative appendectomy rate.
Brand extension is an important strategy to utilize the credibility of the brand and to minimize the advertising costs. The strategy is used in various industries these days but fast moving consumer goods (FMCG) is such an industry which lie closer to a consumer, hence the immediate effect of any strategy can be properly viewed in this industry. The study is an attempt to provide a framework to examine the effects of brand extension strategy on parent brand equity. It is based on two real FMCG brands of Indian market and their brand extensions. Two frameworks are shown based on the two brands Saffola and Fortune with a sample size of 285 and 278 respondents, respectively. Structural equation modelling is used to analyze the effectiveness of both the frameworks. The findings indicate that brand extensions do affect parent brand equity. Therefore, extensions should be introduced in such a manner that they help to strengthen parent brand equity.
Brand polarity has gained considerable attention among researchers all over the world. Brands are trapped in a dilemma of love and hate experienced by their users. They are trying hard to place themselves in a favourable position which could fetch them more revenue and positive electronic word of mouth (e-WOM). Most of the literature in branding revolves around brand satisfaction, brand loyalty, brand equity and brand image, but there are relatively lesser studies which discuss brand hate (BH). However, it is a crucial emotion related to the brand. Therefore, this study has tried to fill this void in the literature by focusing on the antecedents of BH. The present research has tried to validate the effect of negative past experience (NPE) and subjective norm on BH along with the mediating effect of BH between the relationship of NPE and negative e-WOM. It has also tried to examine the moderating role of internet usage in the relationship of NPE and BH with negative e-WOM.
Infarction is an uncommon event in a fibroadenoma, which is the commonest benign tumor of the breast. Most often it occurs in pregnancy, lactation or is secondary to fine needle aspiration. Spontaneous infarction of a fibroadenoma in the absence of a predisposing condition is very rare. The cytopathologic features of infarction are necrosis and worrisome nuclear features, which are often misinterpreted as either inflammation or malignancy. We detail a report of accurate cytopathologic diagnosis of spontaneous infarction of fibroadenoma in a 17-year-old adolescent non pregnant girl. Careful attention to the cytopathologic clues like uniform thickness of the necrotic epithelial fragments, branching pattern reminiscent of the staghorn pattern despite atypical nuclear features and clinical details like young age of the patient and recent onset pain in a pre-existing lump helped arrive at the correct diagnosis and spared the patient of a radical excision. To the best of our knowledge, there are no earlier reports of correct cytopathologic diagnosis.
Brand extension as a strategy is used by corporates for increasing profits. It is an approach for new product development. Brand extensions have already been studied in the past few years, however, till now extensions have not been evaluated with the help of structural equation modeling (SEM) and neural networks (NNs) integrated approach. The NNs help to analyze nonlinear influence in data without prior knowledge of such influences. The SEM helps to validate framework proposed in the study and the significant variables gathered through SEM are used as an input for NNs. The major advantage of such kind of hybrid technique is to understand the causal relationships in the variables, followed by the prediction of factors which influence brand extension. The study is based on the recent brand extension done by brand Frooti in the form of Frooti Fizz (an aerated fruit drink). It is a cross-sectional study with the sample size of 281 respondents from Delhi/NCR region. The results of the study are useful for a comprehensive understanding of factors affecting brand extension and also to identify the relative importance of each of them through the use of NN Technique.
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