Forthcoming articles

International Journal of Technology Transfer and Commercialisation

International Journal of Technology Transfer and Commercialisation (IJTTC)

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International Journal of Technology Transfer and Commercialisation (34 papers in press)

Regular Issues

  • TTO configuration and tasks in Europe, a geographical perspective   Order a copy of this article
    by Jasmine Meysman, Sven H. De Cleyn, Johan Braet 
    Abstract: To improve the EUs competitive position in the world economy, it is focusing on technology transfer and innovation. Based on its own reporting, however, it becomes clear that not all regions are currently as innovative as the EU would like them to be. With this is mind, this study aims at finding out the differences in technology transfer office affiliations and operations from a geographical perspective. We studied 51 TTOs from 20 countries and divided them into 5 geographical regions of the European continent. TTO affiliation, organisational structure, responsibilities and tasks were studied, in order to find out if regional differences were present. We were able to identify certain trends in TTO affiliation and organisational structure, and found out that TTO responsibilities and tasks do differ from region to region.
    Keywords: technology transfer; TTO affiliation; TTO tasks; TTO configuration; Spin-off creation; patenting; licensing; geographical differences; European technology transfer.

  • ADDITIVELY MANUFACTURED METAL FOOT ORTHOTICS AND EDUCATING TOMORROWS ENGINEERING ENTREPRENEUR: LESSONS LEARNED FROM NSF I-CORPS   Order a copy of this article
    by Yucheng Liu 
    Abstract: The National Science Foundation (NSF) Innovation Corps (I-Corps) Teams program was designed to provide learning environments and entrepreneurship training for graduate students and researchers to translate and commercialize their fundamental research results through customer discovery and starting new companies. A Mississippi State University (MSU) team participated in this program with their preliminary design of metal-based arch wedge supports (AWS) produced using additive manufacturing (AM) methods and the results obtained from the teams NSF I-Corps Site program. During the seven-week I-Corps program, 102 interviews were conducted and the team gained a deep understanding of customers, partners, and markets. Based on the intensive interviews with potential customers and partners, the team has formed a business canvas model and decided to pursue the commercialization of applying AM methods to produce custom and semi-customized foot orthotics with high durability at low cost. A PhD student, who is also the entrepreneur lead of this team, has gained substantial entrepreneurship skills through the I-Corps training program.
    Keywords: I-Corps program; metal-based foot orthotics; arch wedge support; additive manufacturing; engineering entrepreneurship.

  • Social Media and Luxury Brand: What Luxury Watch Brands Need to Know When On Instagram   Order a copy of this article
    by Armansyah Adhityo Pramono, Fitri Aprilianty 
    Abstract: The relationship between social media and luxury brands was started with hesitations due to different characteristics. Nevertheless, the huge opportunities brought by social media are something to be considered. It enables luxury brands to interact wider without time and distance barrier while the best platform for engagement is Instagram. Consequently, many luxury brands are trying to have their own Instagram accounts. However, there are no sufficient literatures that have discussed how things work specifically among the luxury watch brands. This research intends to find out how luxury watch brands should use Instagram and its effect on customer relationship and purchase intention. Researcher explores luxury watch brands social media attributes (entertainment, customization, interaction, word of mouth, and trend) and values (functional, hedonic, symbolic, financial, and relational) adopted from related journals. Then, this research will use PLS-SEM analysis to evaluate the relationship. Content analysis towards Instagrams practice of five luxury watch brands will also be conducted to gain insights for suggesting recommendation. Result indicates that there is a positive relationship between social media marketing, customer relationship, and purchase intention. Also, symbolic and hedonic value appear as the most engaging contents while relational shows potential though it has not been implemented frequently.rn
    Keywords: Social media; Instagram; Luxury watch brand; Customer relationship; Purchase intention; Content analysis; PLS-SEM.

  • Leveraging an innovation ecosystem for public value (co)-creation: A case study in UAE   Order a copy of this article
    by Ahmed Abdul Hakim, Ardhendu Shekhar Singh 
    Abstract: The study adopted a case study methodology and used the service ecosystem lens to investigate how a public institution successfully supported interactions with its customers and partners to enable innovation and value co-creation. Data from secondary sources and two independent audit survey reports was examined. This analysis was complemented with in-depth interviews of employees at Dubai Corporation for Ambulance Services (DCAS), external experts and stakeholders. The findings demonstrated how DCAS created a conducive innovation ecosystem whereby, supported by technology and organizational factors, a wide array of actors worked collaboratively and synergistically to successfully co-create value with patients. The case study provides useful insights to public sector managers in implementation of an innovation ecosystem to help citizens and patients benefit from service excellence.
    Keywords: Innovation; service-dominant logic; value co-creation; public value; innovation eco-system; ambulance service; Dubai; UAE.

  • Informative knowledge and challenges of home quarantine during COVID-19 in Bangladesh   Order a copy of this article
    by Md. Saidur Rahaman, Md. Mizanur Rahman, Iqbal Hossain Moral 
    Abstract: The fundamental objective of this paper is to identify the informative knowledge and challenges of Home Quarantine (HQ) during Coronavirus Disease (COVID-19) in Bangladesh. To test the effect of informative knowledge on the challenges of HQ is also considered in this study. A highly structured questionnaire has been prepared using Google form and sent to the University students through several social media such as Email, WhatsApp and Facebook. A total of 246 students successfully completed the questionnaire. Statistical Package for the Social Sciences (SPSS-22 Version) was applied to complete the data analysis procedures. The major findings showed that though 75% University students of Bangladesh have a good knowledge about HQ during COVID-19 and based on their perceptions, in Bangladesh, there are some major challenges (lack of basic supports from government, lack of medical and financial supports) of home quarantine during the period of COVID-19. In addition, the informative knowledge has significant effect on challenges of HQ. The policy making authorities of Bangladesh will get an opportunity to know the scenario of peoples knowledge about HQ and its challenges, and they can also take some necessary measures (based on our recommendations) to overcome from these challenges and the same for future. As only the University students perception has been taken to conduct this research which makes the difficulties to generalise the findings of this research. Thus, in future, it is suggested to cover the more respondents from the different sectors.
    Keywords: Bangladesh; COVID-19; Challenge; Home Quarantine; Informative Knowledge.

  • Mediation using CB-SEM: A practical guideline   Order a copy of this article
    by Md. Mizanur Rahman, Noor Azman Ali, Amer Hamzah Jantan, Adedeji Babatunji Samuel, Md. Saidur Rahaman 
    Abstract: This research paper has tried to attend to the thought-provoking issues about Mediation Analysis (MA) using Covariance-based Structural Equation Modelling (CB-SEM) with setting an example that is Work Family Balance (WFB) may mediate (full, partial or no) the relationship between Work-Family Conflict (W to FC and F to WC) and Job Satisfaction (JS) . Notably, the emphasis is on four critical burning aspects regarding current literature on MA with the necessary commands and interpretations. Based on informed decisions, updating of knowledge from the present citations included will provide benefits of carrying out a proper study by researchers. Consciousness concerning the challenges and uses of the CB-SEM as an analytical tool for MA in the social and behavioural sciences and its significance at later time is for better appreciation of the technique. Besides the rationalisation as a method for analysing research data, the study introduced practical examples to enhance the application of the method further.
    Keywords: CB-SEM; Mediation; Social science; Work-family conflict and Work family balance.

  • Technology absorption capacity and firm growth in Africa   Order a copy of this article
    by Victor Atiase, Dennis Dzansi 
    Abstract: Technology absorption has become an important driving force for firm competition, strategy and survival. Consequently, the capacity of African firms to absorb the right technology has dominated the contemporary discourse on the performance of African firms. Drawing on the Resource-Based View (RBV) theory, we investigated the impact of three critical resources namely human capital development, access to credit, and access to electricity on the technology absorption capacity of African firms. Employing a quantitative strategy based on ordinary least squares regression, data for our empirical inquiry comes from three main sources. Technology absorption and human capital index being an outcome and explanatory variable respectively, are sourced from the Global Entrepreneurship Index (2017) for 40 African countries. Two other explanatory variables namely access to electricity and access to credit is also sourced from the World Bank s Doing Business Report for 40 African countries (World Bank, 2017). Our data evidence suggests that technology absorption in practice has the potential to increase performance. Nevertheless, a broad access to credit, electricity, and effective human capital development, we argue, accounts for the differential performance of African firms in developing technology absorption capacity. Whiles education quality in promoting technology absorption in Africa is essential, governance structures do not seem to support the same. We conclude by delineating some relevant implications of our study for policy and practice of technology absorption in Africa.
    Keywords: Africa; Credit; Electricity; Quantitative approach; Technological absorption.

  • Information Technology Based Innovative Teaching Methods and Entrepreneurship Education: A literature perspective   Order a copy of this article
    by Md. Saidur Rahaman, Md. Mizanur Rahman 
    Abstract: The main objective of this paper is to provide the literature support for implementing innovative teaching methods with the help of Information Technology (IT) in Entrepreneurship Education (EE). A semi-systematic analysis of literature review has been used for this study from previous studies related to the entrepreneurship teaching methods. Different opinions, views and framework of entrepreneurship education and teaching methods have been found from many works. Usage of IT in innovative teaching methods enhances the quality of entrepreneurship education. However, the study specifically finds some methods (Team-Based or Group Project, Problem Based Learning, Project-Based Learning, Business Plan Development, Entrepreneurship survey, Presentations, Simulation, Incubation and other) with the help of IT are the most popular in the methods for entrepreneurship education around the world. Moreover, states of the art, innovative teaching methods and use of IT are becoming more user-friendly than conventional teaching methods. This Study will, specifically, contribute to the teachers, students and institutions to understand the entrepreneurship education and problems of designing curriculum. The major limitations of the study are the inclusion of only theoretical and empirical study and not using meta-analysis. More study needs to explore the areas to clarify and proper utilization of IT in innovative teaching methods for entrepreneurship education and make the systems effective and efficient.
    Keywords: Education; Entrepreneurship; IT; Methods; Teaching; Student.

  • Pleasant Aromatic Experiences through use of Scent Marketing   Order a copy of this article
    by Rupa Rathee, Pallavi Rajain 
    Abstract: Purpose: The sense of smell is vital to all organisms including human beings. It not only helps to perceive various objects but it helps in developing strong memories or emotions towards them. In the area of marketing sense of smell plays an important role, especially ambient scent. Therefore, marketers and researchers have been trying to understand how it influences brand recognition, emotions and behaviour in a retail environment as it will ultimately lead to purchase. The present study deals with the use of ambient scent in influencing customer behaviour.\r\nDesign: A sample of 312 customers was taken from NCR using non-probability sampling. The data was collected through a structured questionnaire. Various techniques like factor analysis, correlation and regression were applied for analysis using SPSS version 25. \r\nMajor Findings: On analysing it was found that the three factors brand perception, emotions and behaviour were significantly correlated. It was also found that brand perception and emotions developed due to use of scent marketing significantly and positively influenced buying behaviour. Additionally, it was also seen from the results that in the presence of emotional influence the impact of brand perception became insignificant. \r\nResearch Implications: The study results are beneficial for brands and marketers as use of ambient scent influences buying behaviour with emotional influence having a greater impact.
    Keywords: Scent Marketing; Perception; Emotions; Experience; Behaviour.

Special Issue on: VCBMC-2019 Innovation, Technology and Consumer Behaviour

  • Examining the role of celebrity credibility in consumption of organic products in developing nation: A pragmatic evidence from India   Order a copy of this article
    by Omvir Gautam, Pooja Agrawal, Bhuvanesh Sharma 
    Abstract: The present article explores consumer desire for purchasing and consumption of organic products in developing nations like India. The theory of planned behavior (TPB) model has been incorporated with celebrity credibility. This study also includes constructs like celebrity credibility, desire, intentions to purchase a part of TPB elements in measurement model. In this study convenience sampling was employed for 196 consumers, who purchased organic products. Analysis explained that subjective norms, attitude and perceived behavioral control, celebrity credibility had a pivotal impact on users desire to purchase the Organic products. Moreover, frequency of previous purchase behavior and desire of consumers played a meaningful role in influencing on consumers intentions. The study supports the incorporation of celebrity construct as a pivotal factor along with TPB model which further improved suitability of the conceptual model for consumers desires. The limitation of the current study is that only Indian consumers were considered. Moreover, futuristic researchers may incorporate hedonic needs with variable celebrity credibility for buying organic products.
    Keywords: Celebrity credibility; Desire; Intensions; Theory of Planned Behavior; Organic products; India.

Special Issue on: ICBM-2019 Disruptions in Business - Embracing the Age of Digitalisation

  • ADOPTION OF CRYPTOCURRENCY: AN INTERNATIONAL PERSPECTIVE   Order a copy of this article
    by Dhanraj Sharma, Ruchita Verma, Shiney Sam 
    Abstract: Financial innovations are taking place around the world in the form of widespread storms and one of such major innovations is cryptocurrency, introduced in the year 2008. It has the properties of both a currency (medium of exchange) and an asset (store value). Hence it can be used as a payment method as well as portfolio investment option. Seeking the importance of cryptocurrency, the present study aims to explore its adoption worldwide. Based upon the use of secondary data, Google trend time series, Google trend country interest points, Bitcoin nodes network and software download trend of the countries are taken as proxies for analysing the awareness and adoption of cryptocurrency around the world. The result of the study provides that the cryptocurrency market is highly searched and adopted in developed countries than in developing countries. Some countries have restricted or put an implicit restriction on the use of cryptocurrency, but on the other hand, many tech-savvy countries such as USA, Canada, Ukraine, European Union have welcomed this new technology with open arms.
    Keywords: Cryptocurrency; Adoption Rate; Google Trend; Time Series.

  • A Data Driven Approach to Curriculum Development for Responsible Management Education   Order a copy of this article
    by Ashpreet Dhillon 
    Abstract: Education evolves with the changes in technological innovations. This paper aims to explore a model for curriculum development at higher education level. A curriculum which evolves dynamically taking inputs from the external environment is essential as the innovation and disruption cycles tend to get shorter and the global skills gap tends to get larger. A data driven approach is suggested to develop an evolving curriculum aligned to the global trend of making management educational courses more responsible towards sustainability development. The United Nations Global Indicator framework for Sustainable Development Goals (SDGs) is used to form a dictionary of sustainability related concepts and keywords using content analysis. This dictionary is then used as the data driven mechanism to evaluate the current sustainability orientation of a curriculum and identify the missing keyword and concept in the curriculum.
    Keywords: Curriculum Development; Management Education; Sustainable Development Goals; Data Driven; Higher Education.

  • Factors Influencing Adoption Intention of Indian Consumers for Mobile Payment Services   Order a copy of this article
    by Khushbu Madan, Rajan Yadav 
    Abstract: The objective of this paper is to identify important factors and analyse their effect on the consumers intention to adopt mobile payment services in the context of a developing country such as India. For the purpose of this study, 208 mobile phone users were surveyed and a framework consisting of eight independent and one dependent factor was proposed. The data collected was analysed using Binary Logistics Regression technique in IBM SPSS. The independent factors were able to explain 55.3 % variation in the Adoption Intention of the respondents. All proposed factors were found to be significantly affecting adoption of mobile payment services except for Effort expectancy, Price value and Perceived regulatory support. The findings of this paper are useful for the value-chain partners in the mobile payment domain such as smart-phones manufacturers, service providers, mobile app writers and institutions involved in facilitation and regulation of such services for developing suitable strategic framework to encourage its adoption.
    Keywords: Mobile payments; Adoption; Binary logistics; Promotional benefits; India.

Special Issue on: CAREMS 2019 Applied Research in Engineering, Technology and Management

  • Customer Service Orientation has an impact on Organizational Effectiveness in IT and ITES industries   Order a copy of this article
    by Anni Arnav, Revathy Shivashankaran 
    Abstract: All businesses are customer-driven and market-driven. In this dynamic work scenario, customer-centric approach is very vital for any business model. A business which ignores the customers request and managers who fail to hear from the customers will be ultimate losers. In this research work, the researcher has developed a model for Customer Service and proved that all the dimensions of Customer Service Orientation are having an impact on Organizational success. Customer problems are the opportunities for any sector, especially for IT and ITES industry. Bringing new solutions to meet customers demand is the major role of any IT or IT Enabled Service-oriented company Network/Data security, Innovation, Issues related to Data backups and Vulnerability. These problems can be solved through a dedicated technical team which should focus on customer requirements and complaints. In this research work conducted in selected IT and ITES companies of Bengaluru City, the researcher has framed 8 dimensions namely Attention, Coaching, Judgement, Technical Expertise, Diversity, Team Work, Communication Skills and Creativity. All these dimensions are employee-oriented skillset which is directly linked with the overall success of the organization.
    Keywords: CRM; Customer service; Customer orientation; Creativity; IT/ITES employees.

  • Influence of Entrepreneurial Characteristics towards the Growth of Startups   Order a copy of this article
    by Anitha NALLASIVAM, Sathish Pachiyappan, Janani Ravinagarajan 
    Abstract: India has the second largest startup ecosystem in the world and the growth rate is 10-12 percent has 20000 startups and on an average 3-4 startups born every day. The factors that make India appealing are cost of doing business, proximity and size of the domestic market. 55 percent of the college graduates prefer working in startups over corporates (Startup India, 2019). Bangalore, Mumbai and NCR top startup destinations with over 65 percent of the total Indian startups. Bangalore has also been listed within the worlds 20 leading startup cities in the 2015 (Startup Genome Project ranking). When talking about the growth of startup success the other end question is what factors influences and trigger the entrepreneurial success. Prevailing Entrepreneurial eco system is motivating to end up with startups or a personality trait of entrepreneur is the reason for entrepreneurial success. Extensive literature since 2000 highlights much about the personality traits. Hence, this study focus on the baseline personality traits like self-efficacy, innovativeness, locus of control, risk attitude and the need for achievement and also analyze to what extent each characteristic is contributing towards entry into entrepreneurship, performance outcomes. The data were obtained from 98 startups which includes business startups, technology based startups, social startups lifestyle startups, small and medium scale startups in Bangalore city by using survey based method. The study has taken necessary analysis to meet the objectives.
    Keywords: Entrepreneur; startup; personality traits; self-efficacy; innovativeness; locus of control; need for achievement risk attitudes; success; goals; demographics; skills.

  • Assessing intervention of satisfaction and switching costs in perceived service quality customer loyalty link   Order a copy of this article
    by Anicar D Manavi, Malini D H 
    Abstract: The purpose of this research is twofold. First, it aims to recognize perceived service quality measuring items aligned with Express Delivery Services (EDS) in a Business-to-Business (B2B) context. Second, to develop a conceptual framework by linking customer perceived service quality, satisfaction, switching costs (procedural and relational) and loyalty based on relationship marketing theory, prospect theory and standard learning hierarchy attitude theory. It is hypothesised that customer satisfaction and switching costs mediate service quality and customer loyalty link simultaneously. The hypotheses are tested from the data collected from corporate customers of EDS. Then perceived EDS-Quality is classified into two dimensions EDS Technical Quality (EDS-TQ) and EDS Functional Quality (EDS-FQ). EDS-FQ comprises of three sub-dimensions namely staff expertise quality, custom-make quality and problem-solving quality. The results confirm the mediating role of customer satisfaction and procedural switching costs; however, the mediation role of relational switching costs is not supported. Practical implications and limitations of this study are discussed along with the scope for future research.
    Keywords: Business-to-Business; B2B; customer loyalty; customer satisfaction; express delivery services; EDS; courier service; service quality; switching costs; relationship marketing; prospect theory; PROCESS Macro.

Special Issue on: ICSSB-2019 Sustainable Development and Social Innovation in Business

  • Work Stress and Work Life Balance: A Study of Working Professionals of IT Sector   Order a copy of this article
    by POONAM KAUSHAL 
    Abstract: Organization profitability, employees performance and their retention will be at risk unless the employees are not living a stress free life. Most of the life incidents encountered by employees that causes stress are related to the workplace. Thus, the present study seeks to identify the various workplace factors that causes stress and their relationship with work life balance of IT professionals. The study was limited to Pune city based IT companies and the data was collected from a sample of 121 working professionals. Pearson correlation analysis revealed a significant relationship between workplace factors (causing stress) and work life balance of IT professionals. By performing a regression analysis, the study found work support as the most influential factor in explaining the work life balance of IT professionals. t-test also revealed that male IT professionals had less works ambiguity, high work schedule flexibility and enjoy a higher level of work life balance.
    Keywords: Work Life Balance; Work Life Conflict; Work Stress; IT Professionals.

  • DETERMINANTS OF FOREIGN INSTITUTIONAL INVESTMENTS IN INDIA (2000-2017): A PANEL DATA APPROACH   Order a copy of this article
    by Akriti Gupta, Gurpreet Kaur, Mahesh Sarva, Apar Singh 
    Abstract: India as a key emerging market has been attracting a huge but non-linear amount of investments from FIIs, which has been affecting the Indian economys potential to grow. The financial inflows and outflow of capital substantially influence the capital markets and GDP growth of the country. Thus, it is required to understand the determinants that influence the foreign institutional investors capital flows to India which in turn affects the countrys road to sustainable development. The main objective of the current research is to examine the determinants of foreign institutional investments in India for which panel data is collected from 2000 to 2017. The study revealed that in the short run, FIIs behaviour has not been affected by financial market development, return on investment and political risks faced by the country as FIIs are more focused towards reaping the fruits of long-term development of Indian economy.
    Keywords: Augmented Dickey-Fuller Unit Root Test; Financial Market Development; Foreign Institutional Investors; Generalised Method of Moment; Indian Stock market; Johansen Co-integration; Political Risk; Return on Investment; Sustainable Development.

  • MODELLING THE EFFECTS OF SUSTAINABILITY MARKETING ON CONSUMERS BUYING INTENTIONS: AN APPLICATION OF SEM   Order a copy of this article
    by Rishi Raj Sharma, Tanveer Kaur 
    Abstract: Sustainability is a buzzword in business and is significantly influencing the marketing perspective by augmenting the competitive pressure. This concept is predominantly based on the Triple Bottom Line approach which encompasses economic, social and environmental aspects. The present study extensively investigates these elements to provide a holistic viewpoint which may explain the antecedents and consequences of Sustainability marketing. This study theoretically and empirically integrates the sustainability perspective into marketing by examining its effect on Consumers Buying Intentions. 435 respondents of North India were contacted through email. A Structural Equation Modelling technique was used to assess the effect of Sustainability Marketing on Corporate Reputation and consumers Buying Intentions. Results indicated that Sustainability marketing significantly impacts consumers buying intentions and the findings implied that if the practitioners want to reap the benefits in terms of corporate reputation and desirable profitability, they must adopt the sustainability advertising strategies for positioning the corporate in a way they want.
    Keywords: Sustainability Marketing; Sustainability Advertising; Triple Bottom Line; Corporate Reputation; Buying Intention.

  • Effects of Extrinsic Cues on Customer Attitude and Satisfaction towards Private Labels   Order a copy of this article
    by Avtar Singh 
    Abstract: The purpose of this paper is to know whether extrinsic cues like perceived store image, perceived private label quality, perceived private label price has any effect on customer attitude and satisfaction with regard to private label. The data was collected from 209 respondents through a self administered questionnaire. Sampling unit were consumers who had been consuming private label products. This paper evaluated whether extrinsic cues like perceived store image, perceived private label quality, perceived private label price has any effect on customer attitude and satisfaction with regard to private label. Results depicted that perceived private label store image and perceived store pricing unlike perceived private label quality, positively affect attitude and satisfaction of customers towards private label quality. The findings of the study would be helpful for private label retailers to strategies their plans so as to sell the private label products along with the national brands in supermarkets.
    Keywords: Private Labels; Attitude; Customer Satisfaction; Extrinsic Cues; Retail; National Brands.

  • Mega Projects Effect on Destination Ethiopia: Using Destination Image Dimensions as a Mediators   Order a copy of this article
    by Mulugeta Girma, Manjit Singh 
    Abstract: Destination images are widely regarded as a soft-power the nation possibly will have to win the competitive environment. However, the image building of a given country affected by diverse factors in both directions, .i.e., positive and negative direction. Natural and human-made phenomena are the major factor that affects a given destination as it received large media coverage. The current study was predicted the extent to which mega projects that attract significant media coverage at the time of inauguration and project level are valid predictors of cognitive-affective, unique images and tourist behavior in general. The objectives of the current study were pursued through empirical analyses by collecting 400 questionnaires from tourists who visited Ethiopia in 2018. The result of empirical analysis shows mega projects affects the cognitive, affective and unique image of destination Ethiopia and tourists behaviour in general.
    Keywords: Megaprojects; destination branding; Cognitive; Affective; Unique Image.

  • Interaction between Brand Trust and Customer Brand Engagement (CBE) as a Determinant of Brand Equity   Order a copy of this article
    by Priyanka Kaushik, Harmeen Soch 
    Abstract: The objective of this study is to examine the role of brand trust and customer brand engagement (CBE) in determining brand equity. Built on the customer relationship marketing theory, we propose that brand trust has a significant relationship with customer brand engagement, which is turn determines the brand equity for a brand. Based on the data collected from 423 mall shoppers at different brand outlets, the proposed framework was tested by using structural equation modeling (SEM). Results reveal that there is a significant and positive relationship between the proposed constructs. All the hypotheses were supported except for the impact of cognitive processing on brand equity. The study concludes with the managerial implications and issues for future research.
    Keywords: Brand Trust; customer brand engagement (CBE); cognitive processing; affection; activation; brand equity.

  • Mobile Shopping Adoption by Indian Consumers: An Examination of Extended Technology Acceptance Model.   Order a copy of this article
    by Jaspreet Kaur, Harmeen Soch 
    Abstract: The purpose of the study is to investigate the factors influencing intentions of Indian consumers to adopt mobile shopping. The current study is using extended technology acceptance model by incorporating flow theory and its dimension intrinsic interest in to it. The study proposes that flow experience is positively influenced by perceived usefulness and perceived ease of use of mobile shopping. Further the study examines the relationship between flow experience and attitude and their effect on intentions to adopt mobile shopping. Data for the study is collected from 577 eligible responses via structured questionnaire form students of IK Gujral Punjab Technical University. Confirmatory factor analysis is used to examine the validity of the measurement model. The proposed model was almost supported by the collected empirical data. Findings reveal that there is a significant relationship between flow experience and perceived usefulness. All of the hypotheses were supported except the relationship between perceived ease of use and flow experience. The findings of the study provide several important implications for marketers, retailers and particularly mobile shopping companies.
    Keywords: Technology acceptance model; Flow theory; Intrinsic interest; Intentions; Attitude; Mobile shopping.

  • Envisioning a Mutually Inclusive Growth Story: A Case Study of Microsign Products   Order a copy of this article
    by Ramzan Sama 
    Abstract: This case is about Microsign Products (Microsign), founded in 1978 by Nisheeth Mehta (Nisheethbhai), a manufacturer of electronics, defence, and automobile components. This study aims to study the working and policies of Microsign (a small and medium enterprise) and understand its effect on the life of its differently-abled employees. The research design is exploratory and descriptive. The main finding of the paper is that Microsign has 60% differently-abled employees, who were neglected by the mainstream business. Due to its motto, of bringing differently-abled people to the mainstream sector, the company has given priority to differently-abled people, who otherwise were perceived as "non-employable" and by transforming their disability to ability; the organisation is moving towards achieving its goals. An empirical study of 40 differently-abled employees indicates that the right job for the right disability is the key to empowering differently-abled employees and Microsign success.
    Keywords: Keywords: Differently-abled; impairment; mainstream employees; empowerment; Microsign; SMEs; India.

Special Issue on: VINC 2019 Sustainability through Mindfulness

  • INVESTIGATING CONSUMER INTENTION TO ADOPT MOBILE PAYMENT SYSTEMS: AN INDIAN PERSPECTIVE   Order a copy of this article
    by Kanishk Gupta, Nupur Arora 
    Abstract: The flabbergasting decision of Demonetization paved out a smooth path for mobile payment systems which earlier was covered with roadblocks. The current study examines the impact of attitude towards mobile payment systems on intention to adopt mobile payment systems through the application of technology acceptance model. Exploratory and Confirmatory factor analysis were applied to ascertain the relationship between observed variables and to evaluate research constructs, their validity and composite reliability in the present research. Structural equation modeling and path analysis was employed to assess the hypothesized relationships of the research model. The research study reveals that there exists a positive relationship among all the observed variables used in the study. Perceived ease of use and Perceived usefulness have a positive impact on attitude to adopt mobile payment systems. Also, there exists a substantial positive relationship between attitude to adopt mobile payment systems and intention to adopt mobile payment systems
    Keywords: mobile payment systems; convenience; knowledge; enjoyment; trust; perceived ease of use; perceived usefulness; technology acceptance model.

  • AN EMPIRICAL RESEARCH OF EFFECT OF FLIGHT AIRLINE SERVICES ON THE SATISFACTION OF OPERATIONAL POPULACE   Order a copy of this article
    by Madhu Arora, Smita Mishra, Sanjiv Mittal 
    Abstract: This paper makes an attempt about passengers perception towards aviation services during flight. Increasing number of passengers in airlines service is choosing this type of transport. So research in Indian text is very much needed in this area. Operational populace is taken as independent variable which categories as students, employee, businessmen and housewife. The factor of inflight aviation services are dependent variables tangibility, language skills, food and baggage facilities. A sample of two hundred and twelve was considered and Analysis of variance (ANOVA) is used for quantitative analysis to test the hypotheses and validate the results. Results shows that significant difference is found on cleanliness of the toilet in the cabin, Behavior of airline employees in communication to create a sense of confidence in customers, there were enough options to choose for meals as well as freshness of meals in different operational populace. Therefore all attempts should be made by the airlines to inflight services to increase the level of satisfaction of travellers.
    Keywords: Aviation; Sector; inflight; Service; Food; Baggage; language skills.

  • Creating a Mindful Organization by redefining PMS in Police Organizations: A Balance Scorecard approach.   Order a copy of this article
    by Monica Kapuria 
    Abstract: In order to orient Police towards their respective Key Result Areas, it is essential to implicate an innovative approach in facilitating the performance dynamics of policing so that a mindful organization can be created. Therefore, this paper aims to propose an innovation in the working style of the Policing by exploring the scope of strategic performance management system through the BSC intervention. The study is conducted to propose the strategic changes in the system by identifying the grey areas in the prevailing process with a recommendation to explore the scope of adoption of BSC in Policing. Descriptive cross sectional research design is used for the study. Self developed questionnaire was administered to collect the primary data from 300 respondents including gazetted and non gazetted police personnels. Stratified and quota sampling techniques were used. 229 questionnaires were found complete in all respect (with a response rate of 76.3%) and were thus made part of the study. Data was analyzed using non parametric techniques .It was found that, there is a discrepancy among the satisfaction level, expectations and perception of police personnels with respect to performance management system revealing the need for strategically aligned PMS for the department.
    Keywords: Mindfulness; Balance scorecard; Performance management system; Police organizations; Police personnel’s; Mindful organizations.

  • Analysing Impact of S&P Midcap and Smallcap Returns on BSE Sensex Returns   Order a copy of this article
    by Timcy Sachdeva 
    Abstract: Stock market plays an imperative role in the development of the economy and for the strong building of the financial system in different sector of the economy. In the recent times, the stock market has experienced radical increase in the volatility which has lead to turbulence in the financial market and various asset classes of the global economies. India has strong financial structure as compared to the other world economies. The present paper investigates the impact of small cap and mid cap returns on the BSE Sensex returns during 2013 to 2018. The results of the study suggest that returns from mid cap and small cap play significant role in today
    Keywords: Stock Market; BSE Sensex; Small cap stocks; Mid cap stocks; India.

  • Analysis of Benchmarking Practices in Indian Banking Sector   Order a copy of this article
    by Sunita Jatav, Sopnamayee Acharya 
    Abstract: Benchmarking is outlined from Total Quality Management in all sectors. Thought about advancement and continues innovation is now basic need of benchmarking to retain overall customers at local, national as well as global level. Customer behavior has always been a stimulating premise for bank marketers. With the unvarying increase of market, banking sector prove emergent industry in world moving towards India and state level also. The study examines the gratification level of consumer on major banks in India and services provided by them. Study helps to understand the bank is able to perform on benchmarking Standard or not. Exploratory Factor Analysis, Regression Analysis, SEM by AMOS have used for analysis. The results of SEM highlighted the primacy areas of service apparatus. Overall result shown the need of improvement via service quality.
    Keywords: ICSI; Benchmarking; Banking Sector; Service; Structural Equation Modeling (SEM).

  • To study the parallel mediation effect of consumer trust and consumer satisfaction between web interface features and consumer purchase intentions   Order a copy of this article
    by Aanchal Aggarwal 
    Abstract: The paper aims to elucidate a comprehensive model explaining the parallel mediation effect of consumer trust and satisfaction between web interface features and consumer purchase intentions and how does it make a contribution towards e-retailers in a web shopping setting. With the help of an in depth literature analysis we discovered eight web interface features i.e. site design, shopping convenience, transaction security, payment system, customer communication, delivery information, product information and special content information Thus we attempted to discover the associations between web interface features, trust, satisfaction and consumer purchase intentions with the assistance of Stimulus Organism Response Model or S-O-R model. 500 Online shoppers from National Capital Region have participated in the survey. In order to test the probable interrelationships amid web interface features, trust, satisfaction and purchase intentions we accomplished structural equation modelling with the help of analysis of moment structure (AMOS). The results explained that trust and satisfaction have parallel or simultaneous mediating effect between web interface features and purchase intentions.
    Keywords: Mediation; web interface features. Trust; satisfaction; consumer.

  • THE ROLE OF SUBJECTIVE NORMS IN PURCHASE BEHAVIOUR OF GREEN FMCG PRODUCTS   Order a copy of this article
    by Vaishali Sethi, Anuradha Jain 
    Abstract: The study aims to recommend and investigate a model of the outcomes of explicit various constructs on the frequency of green purchase behavior. Word of mouth, motivation to comply and social influence are operationalized by a path model hypothesizing effects of these antecedents on subjective norm leading to purchase intention and finally the purchase behavior of green products. The research has taken up a survey-based method to check a theoretically grounded set of hypotheses. A well-structured and closed ended questionnaire with Nine-point Likert scales that were well established from previous researches was administered to collect responses from 501 respondents. The data was gathered from the respondents and analyzed using SPSS and AMOS with techniques of confirmatory factor analysis and Structural equation modeling to get the results. The outcomes of structural equation modeling prove that subjective norms significantly impact the purchase intention of green personal care products leading to purchase behavior of the products. The results also show that motivation to comply towards green FMCG products has the highest influence on subjective norms towards green purchase intention. However, social influence in the country like India also holds a major role to affect the subjective norms and modify the purchase behavior of consumers for green FMCG products. Word of mouth influencing subjective norm and then creating purchase Intention of eco-friendly personal care goods is of least but significant importance. The present study confirms the positive and significant relationship between purchase intention and purchase behavior on a sample in India in the presence of other factors. The findings can help the marketers to formulate their policy with regard to actions which would enhance the purchase and usage behavior of the consumers towards green products. The marketers may have to collaborate the traditional way of managing marketing activities targeted on collectivistic nature of Indian culture. As in our study, the social influence has come out to be a very important factor in shaping the purchase intention of consumers towards green personal care products, so these social networking sites can be used extensively to promote the purchase intentions and behavior of green PCP.
    Keywords: Green marketing; Green purchase behavior; Subjective Norm; Motivation to Comply; Social Influence.

  • The Interesting Story of Participatory Notes in India   Order a copy of this article
    by Renu Vashisth, Nidhi Malhotra 
    Abstract: The Term Participatory Notes (P-Notes) was not very familiar to everyone in our country until recent past. Participatory notes are tools used for making investments in the stock markets. They are used outside India for construction tools in shares listed in the Indian stock market. That is why they are also called offshore derivative instruments. In the last one decade (since July 2004) when tax arbitrage via capital gain tax was almost disappeared, the demand of P-Notes has actually increased. Investment through P-Notes formed an important source of Foreign Portfolio Investment (FPIs) to Indian Stock Market during the last two decades. Due to their opaque structure, they have been on regulatory radar and subject to stringent regulations to check misuse of funds. The present study attempts to examine extensively the journey of Participatory Notes in emerging stock market like India. It has also been attempted to critically examine the market watchdog regulatory regime to tighten the noose on P-Notes.
    Keywords: Participatory Notes (P-Notes); Offshore Derivative Instruments; FPIs; Emerging Stock Market.

  • Relationship of Problems and Personal Risk with Customer Service in Use of Digital Wallet: A Path Analysis Model   Order a copy of this article
    by Poonam Khurana 
    Abstract: The present study is put out to identify the Relationship of problems and personal Risk with customer service in use of Digital wallet. A path analysis model using Amos graphics has been used. Independent variable is solution or customer service. Dependent variables are problems faced in mobile wallets, and personal risk in using digital wallets. Measurement model for CFA is applied for quantitative analysis. The analysis meaningfully relates to objectives and hypotheses of the study. Findings depict that there is negative relationship in customer service and problems faced by users. A negative relationship has been observed in customer service and personal risk using digital wallets.
    Keywords: Mobile Wallets; Customer Service; Relationship; problems; personal risk.

  • A multidimensional role of Social media as marketing tool: A review of literature   Order a copy of this article
    by Ravinder Pant, Antriksha Negi, Nawal Kishor 
    Abstract: The internet has changed the way we work, spend our day and communicate with each other. Social media is a cluster of websites and applications designed to let people share community-based input, interact, content-share and collaborate quickly, efficiently and in real-time. However social networking is not a new concept, as it has always been within human nature to communicate and socialize with one another, as well as to recommend, comment and remind each other about commercial content (Uitz, 2012). The study aims to review systematically the concept and role of Social Media Marketing in attracting and retaining customers. This article will help marketers, researchers and academicians to understand various dimensions of Social Media along with their implications for customers. The study identified various variables used by different researchers in their study and can be used for further exploration; Consumer Engagement , Consumers Attitude, Web Advertising Attributes, Perceived benefits i.e. (a) Practical benefit, (b) entertainment benefit and (c) social benefit and Perceived Trust, Brand Awareness etc. Detailed literature studies leads to the conclusion that there are various factors which impact consumers decision making through social media marketing.
    Keywords: Brand Engagement; Consumer Engagement; Marketing; Promotion; Social Media,.