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

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QuickTime and adecompressorare needed to see this picture.The coding of content and measurement of engagement values determined by the brand community members whohave shared the content, commented on it or liked it provided by the brand community of MTV India gives usinsights into the differences between engagement levels between types of content. We find the significant maineffect of relatedness to brand and scope on engagement levels (see table 5). We find that greater scope of contentengages more brand community members as compared to lower scope content. Similarly a high relatedness ofcontent to brand results in higher engagement as compared to a lower relatedness to brand. Comparing betweencategories we find content of national and global relevance i.e. greater scope and lower relatedness to brandproduces maximum engagement followed by allied content, content on life, brand related content and finallypromotional content.QuickTime and adecompressorare needed to see this picture.5.1.1 Fundamental content
Fundamental content consisted of brand related content that was core to MTV India. They consisted on informationabout recent TV shows, previous TV shows, events, anchors, jockeys and people associated to the brand. Mediarichness about this fundamental content varied with mostly posts being image or video based accompanied by texts(see figure 3).QuickTime and adecompressorare needed to see this picture.Fundamental content mostly talks about present shows with superlatives about the show if it had not been seen or anenquiry about it quality appended with humorous statements if the content had already been aired before. Thediscussions revolving around the content were either about the content or were discussions between members of thecommunity. The volume of discussions was skewed towards the latter with most unrelated to the content.
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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
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Government service/ retail organiza
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Local franchisees too prefer the re
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Adoption of alternate Technologies-
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ooth_campaign.htmlMcGovern, G.J., C
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Smirnova Maria, 0079217505094, smir
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strategy, the less might be importa
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CustomerorientationH1aPlatforminnov
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Morgan, R.E. & Berthon, P. (2008).
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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
Page 250 and 251: Diep, V. and Sweeny, V. (2008), ―
Page 252 and 253: Sandstorm, S., Edvardsson, B., Kris
Page 254 and 255: 2. LITERATURE REVIEW2.1. Competing
Page 256 and 257: customer satisfaction (Bolton 1998,
Page 258 and 259: To account for common method varian
Page 260 and 261: elevant in emerging markets, it als
Page 262 and 263: other distribution systems, who (c)
Page 264 and 265: Deighton 2009) from the marketer to
Page 266 and 267: some of the leading academic resear
Page 268 and 269: Schultz, D., and Charles Patti (200
Page 270 and 271: Coping With Service Failure: The mo
Page 272 and 273: stress. Secondary appraisal relates
Page 274 and 275: Prior studies have extensively stud
Page 276 and 277: the disparaging effects of service
Page 278 and 279: students were recruited from variou
Page 280 and 281: Main effects of brand reputationRes
Page 282 and 283: The main objective of this study wa
Page 284 and 285: customers reason out the potential
Page 286 and 287: There are several limitations to th
Page 288 and 289: Smith, A. K., Bolton, R. N., & Wagn
Page 290 and 291: QuickTime and adecompressorare need
Page 294 and 295: Brand Communities on Social Network
Page 296 and 297: The social networking site revoluti
Page 298 and 299: strategy due to its impact brand tr
Page 308 and 309: Cova, B., & Pace, S. (2006). Brand
Page 310 and 311: Spectator-Based Brand Equity and In
Page 312 and 313: (www.gallup.com) in mid 2009, it wa
Page 314 and 315: Team-branding, thus, becomes an imp
Page 316 and 317: students. These items were measured
Page 322 and 323: Gladden, J.M. and Funk, D.C. (2002)
Page 324 and 325: Impact of Sensory Branding on Consu
Page 326 and 327: were selected by the consumers with
Page 328 and 329: Reaction to Advertisements and Bran
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Page 332 and 333: proposed attributes that customers
Page 338 and 339: There are some limitations inherent
Page 340 and 341: SERQUAL Scale‖, Journal of Retail
Page 342 and 343: capabilities for stakeholder engage
Page 344 and 345: arrived at a consensus. Independent
Page 346 and 347: different levels of government to p
Page 348 and 349: 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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QuickTime and adecompressorare need
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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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