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
Indian Institute of Management, Ahmedabad
12:15 – 12:30 – Tea Break
SESSION 3A (Green Marketing)
12:30 – 01:30 (Lake Hussain Sagar)
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
Great Lakes Institute of Management, Chennai
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
Great Lakes Institute of Management, Chennai
01:30 – 02:15pm (Lunch Break)
SESSION 4A (Marketing &Education)
02:15 – 03:45 (Lake Hussain Sagar)
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
Thiagarajar School of Management, Madurai
Management of Dissonance by Deviant Religious Consumers
Arti Srivastava
Indian Institute of Management, Udaipur
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
Thiagarajar School of Management, Madurai
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)
02:15 – 03:45 (Lake Vembanad)
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)
02:15 – 03:45 (Lake Red Hills)
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
Christ University, Bengaluru
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)
09:00-10:30 (Lake Vembanad)
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)
09:00-10:30 (Lake Red Hills)
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
Bhupesh Manoharan & Krishanu Rakshit
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
Indian Institute of Management, Udaipur
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)
10:45-12:15 (Lake Vembanad)
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)
10:45-12:15 (Lake Red Hills)
Linking Cognitive appraisal, Emotional labor and organizational Citizenship behavior among
Indian Hotel employees
Shameem S & Bharadhwaj.S
Great Lakes Institute of Management, Chennai
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
Bhupesh Manoharan & Krishanu Rakshit
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
Indian Institute of Management, Udaipur
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
Indian Institute of Management, Ahmedabad
SESSION 3E (Miscelleneous)
01:00 – 02:30 (Lake Vembanad)
How to store promotions affect purchase intention and brand equity?
Rajeshwari K
Great Lakes Institution of Management, Chennai
Organizational cultural factors- how do they affect NPD outcome in a manufacturing
organization
Rajeshwari K & Shameem. S
Great Lakes Institution of Management, Chennai
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
SESSION 3E (Miscelleneous)
01:00 – 02:30 (Lake Red Hills)
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
Christ University, Bengaluru
Personality Profiling of Car Buyers
Prasanna Mohan Raj
Alliance University, Bangalore
02:30 -02:40 – Tea Break.
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