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

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the latest additions to the brands‘ collections. These consumers are eager to be updated on this informationas they prefer being fashionable and exclusive in their choice of luxury products. These updates alsoprovide familiarity to consumers regarding the authenticity of their luxury purchases (―Refined Strategies:Luxury Extends its Reach across China‖, 2010). This kind of exposure to media educates the Chineseconsumers not only about the brands, but also about the luxury infrastructure abroad. In North Americaand Europe, mega-retail outlets for luxury brands are highly popular. The Chinese are aware of theseoutlets and are even ready to accept their entry in China. As a result brands have launched big boutiquesand stores in Chinese malls. For example, Dior opened up its most deluxe outlet known as ‗DiorCosmetic‘ at Shanghai‘s West Gate Mall in 2003. Through this store, Dior aimed at encouragingconsumers to spend more on an increased and well-furbished collection (―Luxury Brands in China‖,2007). This awareness gives rise to preferences of luxury products among the Chinese. Therefore, theybecome confident in consuming these brands and this confidence has even reached smaller emerging citiessuch as Qingdao. For example, the luxury hotel Ritz Carlton is assured about luxury consumption in Chinaand has planned on opening its hotels in Tier II and Tier III cities as well (―Refined Strategies: LuxuryExtends its Reach Across China‖, 2010).Proposition 5: The perception of luxury varies between the old and new generations of consumerin both India and ChinaProposition 6: Chinese consumers are not loyal to Luxury BrandsProposition 7: Indian Consumers are loyal to Luxury BrandsFigure 6: Effect of Social Development on Luxury Consumption in ChinaEmphasis on Show-Off of WealthConsumption of Luxury to PortrayRich LifestylesWell Educated Classes of Consumers
PostGraduates– 65%CollegeGraduates –28%Below HighSchoolLevel – 7%Increased Exposure to MediaIncreased Luxury BrandAwarenessTypes of Luxury ConsumersTraditionalLuxury ShopperNew LuxuryShopperEmpoweredwomenLittle EmperorsUsually MaleBusinessmenover the Age of35 YearsNewly RichConsumers inthe Age Groupof 20-40 YearsFinanciallyIndependent,WorkingWomenTeenagers andYoung Adultswho are WellInformed andIndulgentHistory and Culture:Luxury consumption has shown its presence in ancient history. In the past, luxury had been the only wayto display one‘s social standing as societies used to be divided on the basis of occupation and class.Consumption of luxury products was meant to convey extravagance and could be afforded only by theroyals. This kind of consumption applied to certain types of products such as jewelry and textiles (in caseof India). The historical evolution of society has led to different levels of social division that are stillprominent in some countries. Furthermore, there is a charm for historical items that are perceived to beancient and royal, and these are viewed as luxurious by descendants of previous generations (Kapferer andBastien, 2009).In Indian history, the ruling class consisting of kings, emperors and royal families led lavish lifestyles andindulged in opulent display of wealth in the form of their jewels and dresses (Wong and Ahuvia, 1998).When Jacques Cartier had stayed in India in 1911, he had convinced kings such as Maharaja BhupinderSingh of Patiala to use Cartier jewelry. Thereafter, a necklace was made for the Maharaja by Cartier in1928 (Chuganee, 2006; Amarnath, 2011). Due to such support of luxury, Indians value extravagant andmajestic artistry, especially in traditional luxury items such as jewelry and textiles (Atwal and Khan,2008). They have strong associations with these products and therefore have personal meanings forluxury. However, this luxury was only accessible to the upper class in the past, but now, it can be accessedby other classes of the society (Belk, 1988).In the 21 st century, luxury consumption in India is also largely defined in the context of culturaldevelopment. Cultural values and norms exert a powerful influence on people‘s valuation of wealth andluxury. India has been largely classified as a collectivist culture, albeit with a growing influence of
Page 1 and 2: Proceedings2012 ACADEMY OFINDIAN MA
Page 3: Anna-Lena Ackfeldt and *Neeru Malho
Page 6 and 7: A few studies have explored audienc
Page 8 and 9: Referring to Table II, data also re
Page 10 and 11: Table I.Descriptive statisticsMean
Page 12 and 13: Developing a Conceptual Framework f
Page 14 and 15: 1. IntroductionLuxury has its origi
Page 16 and 17: Figure 1: Dimensions that different
Page 18 and 19: (India and China to spur luxury gro
Page 20 and 21: (―Premium Brands Luxuriate in Chi
Page 22 and 23: use of these forms of money for lux
Page 26 and 27: Western individualism (Ramamoorthy,
Page 28 and 29: watches to satisfy themselves and t
Page 30 and 31: It may be stated that the different
Page 32 and 33: ―JWT releases first ever study on
Page 34 and 35: Wiedmann, K. P., Hennings, N. and S
Page 36 and 37: (Source: TRAI)India is the second l
Page 38 and 39: suggested that benchmarking of the
Page 40 and 41: Kapoor 1 reported that business sub
Page 42 and 43: The parameters for which the respon
Page 44 and 45: Four factors were extracted, togeth
Page 46 and 47: DiscussionThe key insights from the
Page 48 and 49: eturn on marketing investment. Reta
Page 50 and 51: What is Proximity marketing?Proximi
Page 52 and 53: 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
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hairstyles are ‗Afro-centric‘ o
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METHODSubjectsConvenience sampling
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Use of hair extensions a symptom of
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When asked to state their reasons f
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The third most predominant reason f
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Khumalo, N.P., Jessop, S., Gumedze,
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that influence the diffusion of gra
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future studies. Perry (1998) has br
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acquired during times of a bad catc
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innovation. The adopter might be in
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availability to the adopter, (2) la
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affective responses through nonverb
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Researchers acknowledge that advert
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markets as a form of sexual appeal
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constant, sexual illustrations had
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Table 2Categories and Proposed Cate
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construct Definition Examples of PV
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of understanding the type of persua
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Hovland, R., MacMahan, C., Lee, G.,
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Role of Gratitude and Obligation in
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obligation. Therefore, it is impera
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development of long term business r
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fulfilment of their desire for reco
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intentional, it has incurred some c
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This study is intending to use surv
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Cannon, Joseph P., Ravi S. Achrol,
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Martin, C. A. & Bush, A. J. (2000).
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Can we manage the influence of role
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Affective commitment (AC) refers to
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transactional theory,we draw upon t
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RESULTSConsistent with prior resear
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empowerment are perceived to be hig
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Agarwal, Sanjeev and Sridhar N. Ram
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Meyer, John P. and Natalie J. Allen
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TABLE 1CORRELATIONS FOR THE CONSTRU
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&Prof Geoff Bick(E: geoff.bick@gsb.
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and Reinartz, 2006) and sales (Ahea
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The discourse on CRM has made a tre
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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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