Social-Marketing Activities to Augment Brands of Faith in Diversified Marketing in India

Gnanakumar, P. Baba

doi:10.1007/978-981-10-3566-1_4

Cited by 3 publications

(3 citation statements)

References 8 publications

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“…Ayurveda is a model of environmental sustainability (Posada, 2017). The Ayurveda products comprise a variety of natural ingredients in the form of herbs which makes them eco-friendly (Baba Gnanakumar, 2017) This has been a result of growing awareness about sustainability or increased natural product consumption (Moscato & Machin, 2018).…”

Section: Ayurveda Productsmentioning

confidence: 99%

“…Ayurveda is a model of environmental sustainability (Posada, 2017). The Ayurveda products comprise a variety of natural ingredients in the form of herbs which makes them eco‐friendly (Baba Gnanakumar, 2017) This has been a result of growing awareness about sustainability or increased natural product consumption (Moscato & Machin, 2018). Nonetheless, the term “natural product” has an evolving and indiscriminate interpretation depending on its usage by producers of such products (Kumar et al., 2021).…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

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Can initial trust boost intention to purchase Ayurveda products? A theory of consumption value (TCV) perspective

Chakraborty

Siddiqui

2022

Int J Consumer Studies

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The demand for Ayurveda products has been increasing over the last decade, and consumption values are critical in understanding the driving forces behind the success of these products. This study examines an initial‐trust–mediated model using theory of consumption values (TCV) to predict consumer's intention to purchase Ayurveda products. The conditional, functional, emotional, epistemic, and social values in the TCV were used to build an initial‐trust–mediated model. The proposed model was analyzed using a sample of 440 usable responses. The outcomes revealed that the five consumption values used in the model influenced initial trust. Intention to purchase Ayurveda products was found to be influenced by the four consumption values, except social values. Initial trust strongly mediated the effect between consumption values and intention to purchase Ayurveda products. This study provides theoretical, practical, and managerial implications for marketers and other professionals in the natural, eco‐friendly, and green products sector.

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Section: Ayurveda Productsmentioning

confidence: 99%

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

Can initial trust boost intention to purchase Ayurveda products? A theory of consumption value (TCV) perspective

Chakraborty

Siddiqui

2022

Int J Consumer Studies

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“…Indian FMCG companies have culture-driven marketing strategy (Thompson, 2001). Indian spiritual gurus, who established a corporate style marketing platform to sell their products, are using social marketing deeds to create brands of faith (Gnanakumar, 2017). Warrier (2003) has explained in his research about how the spiritual gurus are affecting the consumption behaviour of people as well as changing their overall behaviour and personality.…”

Section: Introduction and Aimmentioning

confidence: 99%

Reinforcement of brands of faith with the paradox of cultural divergence in Indian perspective

Gnanakumar¹

2020

EBR

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Purpose Self-esteem values, with the new art of living, in the minds of Indians, lead to establish faith among the spiritual organization. Later on, the spiritual organizations brand their names and market the products in their branded name. These brands, which are inspired by faith and created by Indian spiritual gurus, have even disrupted the fast-moving consumer goods (FMCG) market by being customer-centric instead of being geared by lucrative returns. It is in this context that this paper aims to find the cultural divergence factors that lead to change the consumption pattern of FMCG and how such brands of faith have been segmented in the Indian perspective by spiritual gurus. The research concludes that cultural divergence variables such as power distance, collectivism, uncertainty avoidance and long-term orientation influence the brands that are inspired by faith. Spiritual gurus in India are using sociocultural marketing activities such as social endorsement and cause-related marketing strategies for segmenting the markets. Design/methodology/approach The primary data were collected from the 1,678 customers of the Isha products. The respondents were selected based on the snowball sampling. The responses were collected from the followers who visited the foundation at least three times during the period of two years in Coimbatore and purchased Isha products worth more than Rs 500. The data were collected between the period August 2016 and April 2018. Of 1,678 responses, 1,465 responses were validated after coding. Of 1,465 responses that were validated, 1,126 responses were found reliable. Findings “Cause-related marketing” and “social group endorsement” activities of the firms tend to create a brand image. To find out which of the above activities highly influence the brands of faith, realistic-operating characteristic (ROC) analysis was carried out. ROC curves were drawn to assess the brands of faith centroid values with social group endorsement and cause-related marketing variables. ROC curves explored the precision of diagnostic tests and were used to find the best “cut-off” value for impressive and unimpressive cluster test results. Research limitations/implications Cultural divergence variables such as power distance, collectivism, uncertainty avoidance and long-term orientation are influencing the brands of faith. The followers of the spiritual foundation have their own distinct culture, and their social affinity values increase the brands of faith. Social group endorsement and cause-related marketing are the marketing strategies suitable for spiritual foundation (to market their product/ service). Age, education and occupation are demographic values that influence the brands of faith. The spiritual foundations are segmenting their customers based on the occupational values, and they use the cause-related marketing strategies to increase the values of brands of faith. Practical implications As the cultural values related to the art of living have been recognized by society as the measure of social well-being, the spiritual leaders can enhance their brands of faith. The social media communication about cause-related marketing can create trust in society. On the other hand, societal marketing activities cannot target the entire society. Hence, it is to be stratified. While stratifying, the players of diversity markets have to target a group based on the values generated by the stakeholders in the foundation. The diversified markets created by the Indian spiritual gurus are providing cultural diversity. Social implications The business value created by spiritual foundations is increasing the social values which are essential to uplift society. The author concludes that if business values and societal values are integrated by any group of people, it improves economic value to that society and they can use the social currency in the form of “brands of faith”. Originality/value The cultural values of a society are measured and compared with national and global index. The enumerate method is an original one.

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Reinforcement of Brands Inspired by Faith with the Paradox of Cultural Divergence in Indian FMCG Market

Gnanakumar¹

2019

IIM Kozhikode Society & Management Review

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Self-esteem values, with the new art of living, in the minds of Indians, lead to establish faith among the spiritual organization. Later on, the spiritual organization branded their names and market the products in their branded name. These brands, which are inspired by faith and created by Indian spiritual gurus have even disrupted the fast-moving consumer goods (FMCG) market by being customer-centric instead of being geared by lucrative returns. It is in this context this research is motivated: to find the cultural divergence factors that lead to change the consumption pattern of FMCG and how Indian spiritual gurus are segmenting the market. The research concludes that cultural divergence variables such as power distance, collectivism, uncertainty avoidance and long-term orientation influence the brands that are inspired by faith. Spiritual gurus in India are using sociocultural marketing activities such as social endorsement and cause-related marketing strategies for segmenting the markets.

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Social-Marketing Activities to Augment Brands of Faith in Diversified Marketing in India

Cited by 3 publications

References 8 publications

Can initial trust boost intention to purchase Ayurveda products? A theory of consumption value (TCV) perspective

Can initial trust boost intention to purchase Ayurveda products? A theory of consumption value (TCV) perspective

Reinforcement of brands of faith with the paradox of cultural divergence in Indian perspective

Reinforcement of Brands Inspired by Faith with the Paradox of Cultural Divergence in Indian FMCG Market

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