Index of Paper Presentations for the Parallel Sessions - Academy of ...

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example, by analyzing whose voice (the man‘s or the woman‘s) is the expert‘s voice or the voice ofauthority (Bell, Kravitz, & Wilkes, 2000).Gender role stereotyping in the 1970s. Sexton and Haberman (1974) undertook their studyamidst claims by activist organizations that women were not allowed the same variety of life patterns thatmen enjoyed. To determine the extent to which such stereotypes were present in magazine advertisement,Sexton and Haberman performed a content analysis of 1827 advertisement covering specific productclasses and time spans in five US magazines. The study findings corroborated the activist organizations‘claims in that the advertisements examined reflected women in very limited and/or narrow roles with only16% of the advertisement portraying women in non-traditional roles. Rarely were women depicted inleadership roles. On a positive note, a substantial decrease in the number of advertisement portrayingwomen in traditional roles as housewives and mothers was observed.Venkatesan and Losco (1975) undertook a comprehensive content analysis covering the period1959-1971, arguably a period that saw significant social changes regarding the place and status of womenin US society. The purpose of the study was to examine the portrayal of women‘s roles in printadvertisement and to investigate the changes in such roles. Based on a sample of 14378 advertisementsfrom general magazines, they found that the relative percentage of women appearing in advertisementremained unchanged at about 40% during the period under investigation. The three roles most frequentlyshown about women were that they were sexual objects, physically beautiful, and dependent on men.However, the portrayal of women as sex objects declined, possibly due to pressure from the women‘smovement.Gender role stereotyping in the 1980s. While research had been undertaken to examine theeffectiveness of sexually oriented advertising appeals, Soley and Kurzbard (1986) claimed that littleresearch had examined the actual use of sex in advertising. It‘s in this context that they analyzed thesexual content of magazine advertisement produced in 1964 and 1984. Their investigation involved asample of 1698 advertisement drawn from general interest magazines, women‘s magazines, and men‘smagazines. They found that while the percentage of advertisement with sexual content had remained
constant, sexual illustrations had become more overt and the tendency to present sexual content in visualrather than verbal form had increased. Further, females were more likely than males to be portrayed insexually suggestive ways.In the same decade, Lyonski (1985) undertook a content analysis ofadvertisement in 22 magazines from 1974-1975 and 1979-1980 and found that stereotyping had declinedmarginally.Gender role stereotyping in the 1990s. While they recognized the valuable research that had beenundertaken on gender portrayals since the 1970s, Plous and Neptune (1997) were of the view that previousstudies had some major limitations. They sought to explore the possibility that racial and gender bias wasincreasing in magazine advertisements. Using a sample of 1800 print advertisement drawn from 1985-1994 issues of two predominantly White female fashion magazines, two predominantly Black femalefashion magazines, and two predominantly White male fashion magazines, they found that regardinggender biases, female body exposure was greater than male exposure by a ratio of 4 to 1, suggesting that―…gender biases in magazine advertising persisted, and in some cases increased, between the mid-1980sand mid 1990s‖ (Plous & Neptune, 1997, p. 627).Klassen et al.(1993) contributed to the study of gender portrayals in advertisements byinvestigating how men and women, together, were portrayed. They examined a total of 3550advertisements drawn from issues of specific magazines from 1972-1989 and found that the proportion ofadvertisements with traditional poses had decreased while the proportion of reverse-sex poses and equalityposes had increased. Overall, there was also evidence that traditional depictions of women had beendeclining since the early 1980s. Equality portrayals on the other hand had been increasing as other studieshad also suggested.Gender role stereotyping in the 2000s. The interest in gender issues continued in the 2000s.Ahmed et al. (2004) published the results of a study whose objective was to determine if females andmales were equally likely to be featured in cardiovascular advertisements. Ahmed et al. (2004) drew asample of 919 unique advertisements which they examined for factors including gender, age, race, and theroles of the primary figure and the majority of the people featured in the advertisements. They concluded
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Proceedings2012 ACADEMY OFINDIAN MA
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Anna-Lena Ackfeldt and *Neeru Malho
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A few studies have explored audienc
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Referring to Table II, data also re
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Table I.Descriptive statisticsMean
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Developing a Conceptual Framework f
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1. IntroductionLuxury has its origi
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Figure 1: Dimensions that different
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(India and China to spur luxury gro
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(―Premium Brands Luxuriate in Chi
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use of these forms of money for lux
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the latest additions to the brands
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Western individualism (Ramamoorthy,
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watches to satisfy themselves and t
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It may be stated that the different
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―JWT releases first ever study on
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Wiedmann, K. P., Hennings, N. and S
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(Source: TRAI)India is the second l
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suggested that benchmarking of the
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Kapoor 1 reported that business sub
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The parameters for which the respon
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Four factors were extracted, togeth
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DiscussionThe key insights from the
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eturn on marketing investment. Reta
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What is Proximity marketing?Proximi
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Conjoint AnalysisFor identifying di
Page 54 and 55: Government service/ retail organiza
Page 56 and 57: Local franchisees too prefer the re
Page 58: Adoption of alternate Technologies-
Page 63 and 64: ooth_campaign.htmlMcGovern, G.J., C
Page 65 and 66: Smirnova Maria, 0079217505094, smir
Page 67 and 68: strategy, the less might be importa
Page 69 and 70: CustomerorientationH1aPlatforminnov
Page 71 and 72: Morgan, R.E. & Berthon, P. (2008).
Page 73 and 74: judged. On the other hand, Brand (1
Page 75 and 76: hairstyles are ‗Afro-centric‘ o
Page 77 and 78: METHODSubjectsConvenience sampling
Page 80 and 81: Use of hair extensions a symptom of
Page 82 and 83: When asked to state their reasons f
Page 84 and 85: The third most predominant reason f
Page 86 and 87: Khumalo, N.P., Jessop, S., Gumedze,
Page 88 and 89: that influence the diffusion of gra
Page 90: future studies. Perry (1998) has br
Page 93 and 94: acquired during times of a bad catc
Page 95 and 96: innovation. The adopter might be in
Page 97 and 98: availability to the adopter, (2) la
Page 99 and 100: affective responses through nonverb
Page 101 and 102: Researchers acknowledge that advert
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Page 107 and 108: Table 2Categories and Proposed Cate
Page 109 and 110: construct Definition Examples of PV
Page 111 and 112: of understanding the type of persua
Page 113 and 114: Hovland, R., MacMahan, C., Lee, G.,
Page 115 and 116: Role of Gratitude and Obligation in
Page 117 and 118: obligation. Therefore, it is impera
Page 119 and 120: development of long term business r
Page 121 and 122: fulfilment of their desire for reco
Page 123 and 124: intentional, it has incurred some c
Page 125 and 126: This study is intending to use surv
Page 127 and 128: Cannon, Joseph P., Ravi S. Achrol,
Page 129 and 130: Martin, C. A. & Bush, A. J. (2000).
Page 131 and 132: Can we manage the influence of role
Page 133 and 134: Affective commitment (AC) refers to
Page 135 and 136: transactional theory,we draw upon t
Page 137 and 138: RESULTSConsistent with prior resear
Page 139 and 140: empowerment are perceived to be hig
Page 141 and 142: Agarwal, Sanjeev and Sridhar N. Ram
Page 143 and 144: Meyer, John P. and Natalie J. Allen
Page 145 and 146: TABLE 1CORRELATIONS FOR THE CONSTRU
Page 147 and 148: &Prof Geoff Bick(E: geoff.bick@gsb.
Page 149 and 150: and Reinartz, 2006) and sales (Ahea
Page 151 and 152: The discourse on CRM has made a tre
Page 153 and 154: These studies demonstrate that impl
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3. Conceptual frameworkThis section
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This approach is fully supported by
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The table below presents the verbat
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given by respondents are given in t
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With regards toinstitutional factor
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REFERENCESAhearne, M., Rapp, A., Ma
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(5), pp.485-508Gupta, S., Lehmann,
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RIA Policy Brief N.1, pp1-4.Scott,
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In order to understand individual c
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Research DesignResource based view
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Frank H.A. and D‘Souza J. (2004),
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Yang Q., Mudambi R. and Meyer K.E.
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INTRODUCTIONPeople in various parts
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More importantly, environmental con
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However, a number of studies have i
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pro-environmental behaviour.ANTECED
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Role of family is particularly rele
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was further revealed that though co
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This paper provides comprehensive f
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Lepisto, L. R. (1974). An Empirical
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Zimmer, M., Stafford, T. F., and St
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HypothesesCSP and Brand Equity: Ins
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Rural Penetration of Life Insurance
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life) held by an Indian consumer is
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the state of Andhra Pradesh, micro
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The data wascollected from the agen
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The percentage of ULIP business to
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public sector LIC has many satellit
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Significance of t-test is less than
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Significance of t-test is less than
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Physical presence of at least satel
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Examining the association between G
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Cross-tab analysis of economic gree
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Holbrook, M. B. (1986). Emotion in
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Model 2 - Formative Second Order Fa
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We used a 2-step structural equatio
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Measurement Model Misspecification
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DR. RAJNISH JAINAssociate Professor
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Modern retailing is aimed at facili
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and further reported that mood, inv
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strong feelings of pleasures from s
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Scale Development: Scientific proce
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Confirmatory Factor Analysis: Explo
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DISCUSSION
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Retail customer experience is a ref
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Diep, V. and Sweeny, V. (2008), ―
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Sandstorm, S., Edvardsson, B., Kris
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2. LITERATURE REVIEW2.1. Competing
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customer satisfaction (Bolton 1998,
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To account for common method varian
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elevant in emerging markets, it als
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other distribution systems, who (c)
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Deighton 2009) from the marketer to
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some of the leading academic resear
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Schultz, D., and Charles Patti (200
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Coping With Service Failure: The mo
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stress. Secondary appraisal relates
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Prior studies have extensively stud
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the disparaging effects of service
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students were recruited from variou
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Main effects of brand reputationRes
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The main objective of this study wa
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customers reason out the potential
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There are several limitations to th
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Smith, A. K., Bolton, R. N., & Wagn
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QuickTime and adecompressorare need
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Brand Communities on Social Network
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The social networking site revoluti
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strategy due to its impact brand tr
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Cova, B., & Pace, S. (2006). Brand
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Spectator-Based Brand Equity and In
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(www.gallup.com) in mid 2009, it wa
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Team-branding, thus, becomes an imp
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students. These items were measured
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Gladden, J.M. and Funk, D.C. (2002)
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Impact of Sensory Branding on Consu
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were selected by the consumers with
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Reaction to Advertisements and Bran
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„service‟ as ―an act or perfo
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proposed attributes that customers
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There are some limitations inherent
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SERQUAL Scale‖, Journal of Retail
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capabilities for stakeholder engage
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arrived at a consensus. Independent
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different levels of government to p
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NGOs and CBOs. In addition, the cor
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the information generated at each l
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A nation‘s capacity embodies the
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―…there is a lot of good work b
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manifested in many forms. Following
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Grindle, M. 1996. Challenging the S
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impacts of message concreteness in
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2004; Lee, Keller, and Sternthal 20
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Second, to examine the manipulation
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The message concreteness manipulati
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instructions) to different kinds of
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Processing: Review and Extensions,
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May, 2012a. Lillian L. Cheng, Cheng
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senses from experiences. It is a ba
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Acceptability and the Type of Infor
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IntroductionRetail banking is an es
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servicescape of retail banks in Sin
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specific aspects of service environ
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commenting in 1970 that ―For bran
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well as NSSM theory leaves signific
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experience inside the servicescape
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Several observational visits were p
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spending your time there. I don‘t
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‗Our bank is located in the centr
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That servicescape can be utilized s
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McGivern, Y. (2006). The Practice o
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