A systematic literature review on network marketing: What do we know and where should we be heading?

Chopra, Ishani Patharia; Jebarajakirthy, Charles; Acharyya, Moumita; Saha, Raiswa; Maseeh, Haroon Iqbal; Nahar, Shamsun

doi:10.1016/j.indmarman.2023.05.010

Cited by 11 publications

(2 citation statements)

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“…Further, they did not include any themes of brand hate research. Several researchers recommend presenting emerging themes of a research domain while synthesizing the literature as these themes allow recommending future research avenues (Chopra et al, 2023;Srivastava et al, 2020;Shankar et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

Two decades of brand hate research: a review and research agenda

Kumar¹,

Jebarajakirthy

Maseeh

et al. 2023

MIP

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PurposeThis review aims to synthesize the brand hate literature and suggest directions for future research on brand hate.Design/methodology/approachThis study adopted an integrative literature review method to synthesize and assess the brand hate literature.FindingsThe synthesis showed that social identity theory, disidentification theory and duplex theory are prominently used in brand hate studies, and a larger portion of brand hate research was conducted in Western countries. Further, brand-related, self-congruity, personal factors, information influence and brand community influence are the major types of antecedents of brand hate which can produce soft or hard consequences. Lexicometric analysis showed causes of brand hate, consumers' negative emotional and behavioral outcomes and community anti-brand behavior as key themes of brand hate research.Research limitations/implicationsThe synthesis has followed predefined criteria for the inclusion research papers. Thus, the review is limited to articles that fulfilled the criteria for inclusion.Practical implicationsThe finding will help marketers, specially brand managers, craft strategies to handle brand hate.Originality/valueThe brand hate literature is still developing and remains incoherent, suggesting that a synthesized review is needed. This study has systematically reviewed and synthesized the brand hate literature to study its development over time and proposes a framework which provides a comprehensive understanding of brand hate.

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Section: Introductionmentioning

confidence: 99%

Two decades of brand hate research: a review and research agenda

Kumar¹,

Jebarajakirthy

Maseeh

et al. 2023

MIP

Self Cite

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“…The association of 9.4) VBN-based -(a) adverse consequences, (b) ascribed responsibility and (c) personal norms, and TPB-based -(d) attitudes, (e) perceived behavioral control and (f) subjective norms with intention, and 9.5) intention with green purchase are stronger in high HDI countries than in low HDI countries.3. Methodology3.1 Literature searchThe literature search was carried out following several steps(McEachan et al, 2011;Chopra et al, 2023;Adil et al, 2022). First, following prior meta-analyses (e.g Maseeh et al, 2021a),.…”

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confidence: 99%

A meta-analytic integration of the theory of planned behavior and the value-belief-norm model to predict green consumption

Jebarajakirthy,

Sivapalan,

Das

et al. 2024

EJM

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Purpose This study aims to integrate the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory into a meta-analytic framework to synthesize green consumption literature. Design/methodology/approach By integrating the findings from 173 studies, a meta-analysis was performed adopting several analytical methods: bivariate analysis, moderation analysis and path analysis. Findings VBN- and TPB-based psychological factors (adverse consequences, ascribed responsibility, personal norms, subjective norms, attitude and perceived behavioral control) mediate the effects of altruistic, biospheric and egoistic values on green purchase intention. Further, inconsistencies in the proposed relationships are due to cultural factors (i.e. individualism-collectivism, power distance, uncertainty avoidance, masculinity–femininity, short- vs long-term orientation and indulgence-restraint) and countries’ human development status. Research limitations/implications The authors selected papers published in English; hence, other relevant papers in this domain published in other languages might have been missed. Practical implications The findings are useful to marketers of green offerings in designing strategies, i.e. specific messages, targeting different customers based on countries’ cultural score and human development index, to harvest positive customer responses. Originality/value This study is the pioneering attempt to synthesize the TPB- and VBN-based quantitative literature on green consumer behavior to resolve the reported inconsistent findings.

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Exploring servitization in the supply chain: a review of current research via bibliometric analysis and future study prospects

Thakur,

Jena

2024

Ann Oper Res

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A systematic literature review on network marketing: What do we know and where should we be heading?

Cited by 11 publications

References 100 publications

Two decades of brand hate research: a review and research agenda

Two decades of brand hate research: a review and research agenda

A meta-analytic integration of the theory of planned behavior and the value-belief-norm model to predict green consumption

Exploring servitization in the supply chain: a review of current research via bibliometric analysis and future study prospects

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