Emotions have a compelling and strong effect on individuals actions and behaviours. They are elicited in consumers during the decision‐making process through brand‐related stimuli. Negative emotions towards a brand can translate directly into actions against it, for instance, propagating negative word of mouth, avoidance and vengeance. Although scholars have conducted consumer–brand relationship (CBR) research for over 20 years, our understanding of negative emotions is still limited. Research in the consumer–brand relationship domain so far has predominantly focused on positive emotions and its constructs. However, with a recent surge in the studies on negative emotions in the consumer–brand relationship domain, a systematic review is essential to identify, evaluate and synthesize the extant literature. Using a citation‐based search, we analyse 55 articles in the literature to achieve three objectives: primarily to illustrate the evolution and growth of negative emotions in the consumer–brand relationship using the seminal article by Fournier (1998) ‘Consumers and their brands: Developing relationship theory in consumer research’ as the base paper. Further, the study aims to identify uncharted negative emotions in consumer–brand relationship literature by integrating it with the hierarchical theory of emotions article and finally, it suggests future research in unexplored and underexplored negative emotions.
This article seeks to demonstrate the importance of the integration of specific cultural traits of Indian consumers on their buying behaviour. It offers better and more comprehensive insights into the factors that affect the buying behaviour of Generation X, Y and Z consumers. Through a conceptual framework, this article tries to bridge the gap between the Indian consumers’ perceptions and their actual buying behaviour. The study reported in this article also identifies the ‘influencers’ and ‘intermediaries’ of consumer behaviour for Generation X, Y and Z consumers. Participation and observation techniques were used to collect data from 14 Indian consumers. The analysis of data offered new empirical insights into Indian consumers. This article puts forward a conceptual framework of the impact of Indian culture on consumer behaviour for two settings—modern and postmodern era—that can be used by management practitioners for formulating their strategies regarding their product and promotion.
Purpose This paper aims to, first, analyze the transformation of the Indian market by extending Sreekumar and Varman’s (2016) work on history of marketing in India into the post-colonial era; second, trace the emergence and adoption of various media technologies in the post-colonial Indian market; third, identify the evolving trends in marketing practices alongside the penetration of these media technologies in the market; and finally, argue the need for mindful adoption of marketing practices in the Indian market, rather than direct replication of Western practices. Design/methodology/approach The historical perspective on the post-colonial Indian market is done through extant literature review and analysis of marketing practices by iconic brands in the Indian market. Findings This research reveals that the adoption of Western marketing practices by brands in the Indian market has led to increasing materialistic consumption patterns among consumers. Furthermore, such practices in the social media technology era impose individualistic values in the Indian consumers, contrary to the cultural values of the country. Therefore, this research posits the need for mindful marketing practices to be adopted for the Indian market. Social implications This research shows warning signs of growing materialistic values among Indian consumers and the implications of marketing strategies on the society as a whole. Originality/value This study is a first of its kind in highlighting the transformation of the post-colonial Indian market by integrating actual marketing campaigns over this period with literature to present the various issues in the current state of the market.
Purpose The paper answers three research questions: How does the extant literature explain fairness and whiteness? What Indian standards of beauty were historically, and how are they currently? What is the applicability of the theory of self-concept in understanding the fairness paradigm? Design/methodology/approach A rigorous review of extant literature on fairness followed by consolidation of the literature under relevant self-concept theory for understanding the historical perspective of fairness in India as compared to global standards. Findings Clear defined themes on actual, ideal and social self-concept emerged from the study. The study also revealed: how Indian corporates are using effective marketing strategies to cover up the potential health hazards of fairness creams. Practical implications Marketers can use the study to understand how fairness products influence individual’s self-concept. Media houses and Government agencies can also get insight on how beauty has been valorized in the Indian mindset. Social implications This paper identifies the deceptive and misrepresentation of attainable beauty standards claimed by the fairness and whiteness products. Originality/value This is the first study done to integrate the findings of fairness studies with self-concept theory and derive useful insights from it.
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