12th Nasmei International Marketing Conference 2018 20 &21 ... · Priyanka Suresh & Vaibhav Chawla...

12th Nasmei International Marketing Conference 2018

20 &21 December 2018

Welcome Kit

09:00 – 09:20 – Reception.

Inaugural Session: 09:30– 10:45am.

(Lake Veeranam & Lake Mansarovar)

Welcome address

Keynote address

Thursday 20 December 2018 (10:45 - 3:30pm)

SESSION 2A (Consumer Behaviour)

10:45 – 12:15 (Lake Hussain Sagar)

Brand Activation Effectiveness of Premium vs Non-Premium Organic Brands: The

Millennials’ Perspective

Sivaraman Manoharan, Shivangi Goel, & Rajendra Nargundkar

BMS College of Engineering, Bangalore

Smart Wearable Continuance Usage Intentions: Blending Expectation Confirmation and

Social Comparison Theory

Anil Gupta, Neeraj Dhiman &Anish Yousaf

University of Jammu, Jammu; IBS Hyderabad

When consumers do not need persuasion knowledge: the role of dispositional emotion

regulation

Puneet Bhargava, Sukriti Sekhri, Akshaya Vijayalakshmi & Shailendra Pratap Jain

Indian Institute of Management, Ahmedabad & University of Washington

SESSION 2B (Services Marketing)

10:45-12:15 (Lake Chilika)

Simulating Online Customer Text Review and Comparison with Star Rating Method

Lalit K Ojha

Institute of Management Technology, Nagpur

Sales and Service (Dys) Functions: Crevices in which Service Delivery Quality Drops

Navneet Bhatnagar & Brijesh Awasthi

Indian School of Business, Hyderabad

Mediating Role of Task-Related Subjective Well-Being in the Influence of Customer

Participation on Service Outcomes

Aswathy Asokan Ajitha, Piyush Sharma, Russel Kingshott, Upendra Kumar Maurya & Arshinder

Kaur

Indian Institute of Technology, Madras & Curtin University

SESSION 2C (IMC)

10:45-12:15 (Lake Dal)

Online Video Narrative Campaigns striking the right chords? - A study of BIBA Campaigns

Aditi Mudgal & Pankaj Priya

Birla Institute of Management Technology

Assessing the Effects of Display Advertising on Ecommerce Websites

Jyoti S. Jagasia

SPJIMR, Mumbai

Green advertising and its impact on the Indian consumer: An empirical Study

Judith Krupa Anthony, Arvind Narayanan K.R, Arjun Singh Brar & Sridhar Samu

Great Lakes Institute of Management, Chennai

SESSION 2D (Qualitative Research)

10:45-12:15 (Lake Pushkar)

Launching a New Social Media App: Using Mobile Ethnographies and In-Depth Interviews

Sweta Chaturvedi Thota

University of San Francisco, San Francisco

The journey of a social media influencer

Nishanshi Shukla & Khyati Jagani

IIM, Ahmedabad, Flame University

Textual Analysis in Marketing: Review and Research Agenda

Aman Soni, Ashish S. Galande & Prakash Satyavageeswaran

Indian Institute of Management, Udaipur

SESSION 2E (Miscelleneous)

10:45-12:15 (Lake Vembanad)

Young Consumers’ Buying Preferences for Car - a Conjoint Analysis

Dwarakanath Siriguppi, Vijayudu Gnanamkonda & Chakravarthi Koundinya

IBS Hyderabad

Price Optimation of competing products using nested logit model

Rajesh Gaurav & Manish Gangwar

ISB, Hyderabad

I do Webrooming, but I do Showrooming too: Investigating the process of Showrooming and

Webrooming in a Developing Nation

Shruti Choudhury & Subhadip Roy

IILM Graduate School of Management

SESSION 2F (Research Grant Proposal)

10:45-12:15 (Lake Red Hills)

Bala and Vasantha Balachandran Research Grant Award

Challenging Institutional Logics and Consumption Practices through a Symbol: A Study of

Integrated Institutional Entrepreneurship

Krishanu Rakshit, Bhupesh Manoharan, Shalini Parthiban and Rishikesan Parthiban

Indian Institute of Management, Calcutta

Will you give when you have lost? How Resource Scarcity Impacts Prosocial Behavior

Aruna Divya T, Priya Narayanan & Puneet Bhargava

Indian Institute of Management, Ahmedabad

The Bright Side of Darkness: The Effect of Ambient Darkness on the Preference for

Informative Products

Nitisha Tomar & Akshaya Vijayalakshmi


12:15 – 12:30 – Tea Break

SESSION 3A (Green Marketing)


Internal Marketing: Review and Research Agenda

Devendra Tayade & Prakash Satyavageeswaran

Aravind Eye Care Systems; Indian Institute of Management Udaipur

Internal Marketing and its components: A typology and a nested model

Nikita Matta & Subhadip Roy

Mohanlal Sukhadia University, Udaipur; Indian Institute of Management, Ahmedabad

SESSION 3B (Consumer Behaviour)

12:30 – 01:30 (Lake Chilika)

The Nature and Determinants of Customer Expectations of Luxury Services

Zahra Daneshfar, Aswathy Asokan Ajitha & Piyush Sharma

Indian Institute of Technology Madras & Curtin University

Online privacy concerns among consumers in India

Tajamul Islam & Ruby Chanda

Symbiosis Institute of Management Studies, Pune

SESSION 3C (Scale Development Issues)

12:30 – 01:30 (Lake Dal)

Sociography and Brand loyalty in the Indian Rural market

Rashmi Ranjan Parida

Centurion University of Tech. & Management, Paralakhemundi

Importance Given to Future Price

Nitin Soni & Jagrook Dawra

Indian Institute of Management, Raipur

SESSION 3D (Miscelleneous)

12:30 – 01:30 (Lake Pushkar)

Exploring the role of vividness on threat appeal and message framing

Nachiketas. N & Bharadhwaj.S


Mentorship Development: A cross-sectional study of mentor-protégé relationship in

Organizational Context in India

Lipi Das

IMT Ghaziabad

SESSION 3E (Consumer Behaviour)

12:30 – 01:30 (Lake Vembanad)

Impact of store brands on impulse buying

Geetha.M

Indian Institute of Management, Amritsar

When do Consumers Use Product / Brand Size to Signal Status?

Tripat Gill & Shirish Panchal

Wilfrid Laurier University, Canada

SESSION 3F (Miscellaneous)

12:30 – 01:30 (Lake Red Hills)

Profiling consumers in an emerging market economy with respect to their environmental

attitudes and green purchase behavior

Antonio Lobo & The Ninh Nguyen

Swinburne University of Technology

Drivers of Subscription of Online Entertainment Content in Freemium Model: A Preliminary

Analysis

Abhishek Samuel, Rohit Hoare & Sriram Dorai


01:30 – 02:15pm (Lunch Break)

SESSION 4A (Marketing &Education)


A Holistic approach to understand e learning mechanism: Introducing four dimensional

frame work in e learning

Preethalakshmi N. Y, Janarthanan. B & Ramesh Kumar. J

Thiagarajar School of Management, Madurai

Selling E Books – What’s the challenge?

Sudharani Ravindran & Harish.V

PSG College of Technology, Coimbatore

Impact of Electronic Word-of-Mouth on Dropout Rates in Online Learning Systems

Kumar Rakesh Ranjan, Rupanwita Dash & Alexander Rossmann

University of Queensland, Indian Institute of Management, Lucknow Reutlingen University,

Reutlingen

SESSION 4B (Consumer Behaviour)

02:15 – 03:45 (Lake Chillika)

Employees’ resistance towards digital change: A critical exploration in Indian Market

Ishwarya Lakshmi & Janarthanan Balakrishnan


Management of Dissonance by Deviant Religious Consumers

Arti Srivastava


Effect of customer ethnocentrism on purchase decision: Mediating role of Attitude towards

brand.

Naveli Singh, Ambady K G & Tijo Thomas

Christ University, Bengaluru

SESSION 4C (Internet Marketing)

02:15 – 03:45 (Lake Dal)

Bandwagon effects and Identity Cues on Customer Loyalty in Online Environment

Rajesh Anantharaman, Jagrook Dawra, Parikshit Charan & Sanjay Patro

Indian Institute of Management Raipur, GEC Campus, Sejbahar, Raipur, XLRI – Jamshedpur

Is It Always Good For The Firms When Customers Don’t Return Products Purchased

Online?

Aishwarya. R

IIM Bangalore

The Effect of Spaces on Consumer Purchase Behaviour in an Online Shopping Environment

Aishwarya. R

IIM Bangalore

SESSION 4D (Retailing)

02:15 – 03:45 (Lake Dal)

Leveraging Consumers’ Showrooming Behavior - A Supply Chain Perspective

Vani Haridasan

SSN School of Management, Chennai

Retailer brand equity of private label brands: Mediating role of brand trust

Ramesh Kumar, Janarthanan. B, Mugunthraj B S & Naveen R


The relationship between store mix elements and store brand equity: An evidence from

electronic retail chain.

Ankur Jha & Mahesh Chotrani

Indian Institute of Management, Lucknow

SESSION 4E (Sales/ Pricing)


Effect of Base Service Tariff Structure on Purchase of Add-On Services

Aruna Divya T

IIM Ahmedabad

Indian Firms’ vs. MNCs’ Salespersons: A Multi-Group Analysis of Selling Skills and

Correlates

Harindranath

Anna University, Chennai

Hunting and Farming Effectiveness: An Empirical Study

Srinath Gopalakrishna, Ashutosh Patil & Andrew Crecelius

University of Missouri; University of Alabama, Birmingham

SESSION 4F (Research Grant Proposal)


Sethuraman-Nasmei Research Grant Award

Web care and brand evaluations: Optimizing web care strategies for services brands

Krishnan Jeesha & Keyoor Purani

Indian Institute of Management, Kozhikode

Consumer Responsibilization through Gamification: A study of a Real-World Farmville

Shalini Partibhan, Bhupesh Manoharan, Rishikesan Parthiban & Krishanu Rakshit

Indian Institute of Management, Calcutta

Understanding Binge watching behavior and associated gratifications

Ambika Prasad Nanda

SPJIMR, Mumbai

03:45-07:30 Mahabalipuram Trip

Friday, 21 December 2018 (09:00 - 03:40pm)

SESSION 1A (Consumer Behaviour)

09:00 -10:30am (Lake Hussain Sagar)

Moderated mediated relationships in building loyalty for mobile apps

Rakhi Thakur

S.P. Jain Institute of Management and Research, Mumbai

Choosing Wisely: How Others Matter in My Choice

Parvathy. B

IIM Bangalore

Impact of Social Media on Purchase Intention and Brand Loyalty

Aradhana Gandhi & Pratima Sheorey

Symbiosis International University, Pune

SESSION 1B (Green Marketing)

09:00 -10:30 am (Lake Chilika)

“Our” Benefit – Is it worth for “Me”? Consumers’ Premium-Benefit Trade-offs in Green

Purchases

Dhrithi Mahadevan

IIM Bangalore

Consumers Buying Behaviour towards Green Products

Aradhana Gandhi

Symbiosis International University, Pune

Determining Green consumer preference through the lens of TPB and SCT

Naman Sreen & Swetarupa Chatterjee

IIM Shillong

SESSION 1C (BoP Marketing)

09:00 -10:30 am (Lake Dal)

Marketplace performance of stigmatized seekers and producers: The contextualized morphing

of stigmatized identity in the marketplace

Akshaya Vijayalakshmi & Nitisha Tomar

IIM Ahmedabad

Creating Well-being through Transformative Policy and Food Practices in Subsistence

Marketplaces

Bhupesh Manoharan & Krishanu Rakshit

IIM Calcutta

Evaluating marketing’s role in enhancing sustainability of organizations initial results

Ravi Parameswaran & Krishna Parameswaran

Oakland University

SESSION 1D (Brand Management)

09:00 -10:30 (Lake Pushkar)

A study of factors of semiotics and its influence on consumer buying behavior: India

Perspective

Suresh A S & Sayyed Arbaina


Visual Elements in Brand Logos: A Study of the Top Global Financial & Industry and

Services Brands

Shruti Trehan, Sunny Arora & Arti D. Kalro

IIT, Bombay, SPJIMR, Mumbai

Don’t Touch the Power Lines”: Interaction of Power on Brand Betrayal Perception

Smrithi Subramanyan

IIM Bangalore

SESSION 1E (Auto/ Services Marketing)


Investigating the Role of Psychological Risk, and Theory of Planned Behavior on Intention to

visit a ‘Dark Tourism’ Site

Shweta Jha & Rajendra V. Nargundkar

IIM Indore

Development of Automobile Brand Equity for Indian Market: A framework based on

Experiential Value

Deepti Mishra, Satya Bhusan Dash & Meghna Jain Rishi

IIM Lucknow

The impact of ridesharing services on new car demand: An empirical analysis of the US

market

Siddarth Sivaramakrishnan, Isamar Troncoso Cortez & Jorge Silva-Risso

University of Southern California

SESSION 1F (Miscelleneous)


Is my review valuable: Exploring the factors affecting the success of product review videos in

you tube

Tathagata Ghosh

T. A. Pai Management Institute, Manipal

Government initiatives and its influence on consumer purchase intention-Using TPB model

Mohanty PK & Pradeep Kumar Mohanty

IMT, Hyderabad

Patronage of Small Business Retailers: A Framework

Irfan Ahmed, Vivek S. Natarajan & Tejinder Sharma

Sam Houston State University, Lamar University, Kurukshetra University

10:30- 10:45 Tea Break

SESSION 2A (Medical Marketing)

10:45 -12:15 (Lake Hussain Sagar)

The Marketing Ethics of Drug Trials

Somjit Barat

Penn State Mont Alto

Tabooed Non-Consumption of Mental Health Support Services and Dependence on Informal

Social Support Networks: A Study Using Mixed Methodology

Jaideep Ghosh, Paromita Goswami & Lokamba Raja

Shiv Nadar University

Consumer adoption of M-pharmacy: a behavioral theory perspective

Rushikesh Pandya & Pankaj Vishwakarma

ISB, Hyderabad

SESSION 2B (Modelling Methods)

10:45 -12:15 (Lake Chilika)

A Note on the Chi-Square Statistic and Effect Size Estimate in Structural Equation Models

Srinivas Durvasula, Subhash Sharma & Manoj Malhotra

Marquette University; University of South Carolina; Case Western Reserve University

How does consumption technology impact household demand?

Vedha Ponnappan, Srinivas Prakhya, Vineet Kumar & Avadhoot Jathar

Indian Institute of Management, Bangalore

Sugar Tax: Consumer response based on preference vs. price sensitivity in a variety seeking

category

Vedha Ponnappan & Srinivas Prakhya

Indian Institute of Management, Bangalore

SESSION 2C (Qualitative Research)

10:45 -12:15 (Lake Dal)

Selfie-Based Campaigns: A Study of Consumer Construction of Narratives in the Online

Space


IIM Calcutta

Attributes of Service Recovery on Social Media: A Content Analysis

Priyanka Suresh & Vaibhav Chawla

IIT Madras

Firms Marketing Capabilities: How can Textual Data Help?

Sarita Uniyal


SESSION 2D (Marketing Strategy)

10:45 -12:15 (Lake Pushkar)

The Impact of Product-Based Limited Time Offers on Firm Performance

Omid Kamran-Disfani, Murali Mantrala & Vamsi Kanuri

University of Missouri-Columbia; University of Miami

Marketing, Lobbying and Public Policy in the times of Sharing Economy: Uber and Airbnb in

India

Meenakshi & Mrinmoy Majumder

IMI, New Delhi

Marketing Rurality: what consumers want in environment-friendly products of rural origin?

Nilamadhab Mohanty

CIMP

SESSION 2E (Internet Marketing)


Precursors of E-Shopping in India: An Empirical Study

Akshat Aditya Rao

RA Podar Institute of Management, Jaipur

The Dynamic Impact of Top-Ranked and Mainstream Reviewers on Product Sales and

Different Customer Groups

Elham Yazdani & Shyam Gopinath

University of Georgia; Indiana University

Service Failure & Online Flash Sale (OFS): An Investigation

Sanket S. Vatavala & Jayasimha K. R

IIM Indore

SESSION 2F (Miscellaneous)


Linking Cognitive appraisal, Emotional labor and organizational Citizenship behavior among

Indian Hotel employees

Shameem S & Bharadhwaj.S


Investigating the Role of Reviews in Predicting the Success of Movies

Priyanka Singh & Arnav Handa

IIM Udaipur

Did you Notice that Meme? – Exploring the Application of Meme theory in Advertising

Priyanka Singh & Hitanshu Pandit

IIM Udaipur

12:15- 01:00 Lunch Break

SESSION 3A (Consumer Behviour)

01:00 -02:30 (Lake Hussain Sagar)

Music to Your Ears: The Effect of Semantically Congruent Lyrics on Brand Perception

Jose Manu M A

IIM Bangalore

Effect of Appeal Content on Fundraising Success and Donor Behavior

Juncai Jiang, Sriharsha Kamatham, Parneet Pahwa & Nanda Kumar

Virginia Tech, University of Texas, Dallas

The Role of Mindfulness in Sustainable Consumption Behaviour: An Emerging Economy

Perspective

Sachin Kumar, Tapas Bantha & Tapan K. Panda

Jindal Global Business School, Jindal Global University, Haryana

SESSION 3B (Internet Marketing)

01:00 -02:30 (Lake Chilika)

Digital Transformation in Retailing: Influences on Customer Engagement

Poongodi B & Santhosh Kumar R

KCT Business School, Coimbatore

Drivers of Relationship and Role of Duration and Relationship Proneness in enhancing

Relationship Quality: Evaluating the Indian e-retail Industry

Kirtika Garg, Krishankant Singal, Manisha Saini, Nataraj Balasubramanian & Sriram Dorai

Great Lakes Institution of Management, Chennai

Conceptualizing rumor communication in the digital age: The venom optimization hypothesis


IIM Calcutta

SESSION 3C (Retailing/Consumer Behaviour)

01:00 -02:30 (Lake Dal)

Numeric Interpretation of Semantic Price Claims in Organized Retailing

Devika Prakash, Syed Aulia & Mithun Shrivastava

Waljat College of Applied Sciences, BIT International Centre, Muscat, Oman

Consumer awareness and satisfaction among banking services of Amerli District in Gujarat

Rushikesh Pandya & Pankaj Vishwakarma

ISB, Hyderabad

Engaging with the BOP as Producers: Case Studies from India

Rajesh K Aithal & R K Anil

IIM Lucknow

SESSION 3D (Miscelleneous)

01:00 – 02:30 (Lake Pushkar)

Are positive firm activities equally effective across all cultures? A country level analysis of

well-being

Siddharth P K


Celebrity Credibility: Review, Revisit and Revision of Ohanian’s Scale

Debasis Pradhan, Deepa Halder & Tapas Ranjan Moharana

XLRI, Jamshedpur

When consumers do not need persuasion knowledge: The role of dispositional emotion

regulation

Puneet Bhargava, Sukriti Sekhri & Akshaya Vijayalakshmi




How to store promotions affect purchase intention and brand equity?

Rajeshwari K


Organizational cultural factors- how do they affect NPD outcome in a manufacturing

organization

Rajeshwari K & Shameem. S


A study on the approbation and perception of the Internet of Things in Organized Retail

Outlets

Sathish.M, Balasundarsun N L & Manimekalai Jambulingam & Jayashri

PSG College of Technology, Coimbatore



Guru 2.0 – Impact of Algorithmic Advisor on Moral Decision Making

Arul Mishra, Himanshu Mishra & Ramakrishnan

University of Utah

Determinants of factors of semiotics and its influence on consumer buying behavior: Evidence

from FMCG Industry

Suresh A S & Sayyed Arbaina


Personality Profiling of Car Buyers

Prasanna Mohan Raj

Alliance University, Bangalore

02:30 -02:40 – Tea Break.

12th Nasmei International Marketing Conference 2018 20 &21 ... · Priyanka Suresh & Vaibhav Chawla...

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