Does university play significant role in shaping entrepreneurial intention? A cross-country comparative analysis

YesThe purpose of this article is To foster entrepreneurship among students and incubate more start-ups for economic prosperity, universities around the globe are required to play a key role in terms of developing an overall conducive eco-system for student fraternity. Some previous studies have analyzed student entrepreneurship and the effect of entrepreneurship courses. However, the role of university as provider and enabler of entrepreneurial environment and its impact on entrepreneurial intent among student has not studied in a cross-cultural context. Considering this, the present study seeks to examine the critical role played by university in fostering entrepreneurial intention among post-graduate students. For the said purpose, researcher has taken the broader framework suggested by Kraaijenbrink et al. (2010) to understand university environment and Theory of Planned Behavior (Ajzen, 1975) to measure entrepreneurial intention and it’s antecedents among the sample of final year post-graduate management students of India, Malaysia and Singapore. The total sample size is 1097. The data has been analysed with the help of Exploratory Factor analysis, MANOVA and Structural Equation Modeling. Two factors that emerged out of analysis in relation to university environment and support were: a) Targeted cognitive and non-cognitive support and b) General educational support. With the help of Structural Equation Modelling (SEM), an attempt was made to find the relationship between these two factors and entrepreneurial intention. It was found that university environment and support has significantly positive relationship with perceived behavioural control. With the help of MANOVA, it was found that there is statistically significant difference between perceived university environment and support factors among the students of India, Singapore and Malaysia. With this, it was also found that for both the factors, the highest mean score was found among the students of Malaysia, followed by the students of Singapore and India. The study has closely examined role played by University environment and support to foster entrepreneurship among young students. The findings of the study can be used by post-graduate educational institute to design pedagogy, create enabling entrepreneurship support system and work towards becoming an entrepreneurial university

MGA Entertainment, Consumer Entertainment Products Company: Marketing Strategies for ‘Bratz’

YesToy industry in the US is product driven and full of challenges. This case presents an overview of the California-based Micro Games of America (MGA) Entertainment, which is a consumer entertainment products company, engaged in innovative lines of proprietary and licensed products including toys and games, dolls, consumer electronics, home decor, stationery and sporting goods. It had more than 200 licences. In 2001, MGA launched a fashion doll called ‘Bratz’, and it sold 150 million Bratz dolls all over the world. Bratz line surpassed the legendary brand ‘Barbie’—Mattel, Inc.’s flagship brand—in a short span of time through many innovative marketing strategies and different product placement, roll-outs, tie-ins and other promotional tactics, despite facing many challenges, such as, fast-changing demographics, shorter product life cycle (PLC) and negative perceptions about brand. This case can be used to address two issues: first, structural change drivers and trends that shaped the toy industry in developed economies and, second, how to develop effective marketing strategies for product with shorter PLC in highly product-driven market

Perceived service quality, repeat use of healthcare services and inpatient satisfaction in emerging economy: Empirical evidences from India

YesPurpose: The chief objective of the study is to understand that how different demographic variables and repeated availing of service from the same doctor or same hospital shapes the overall perception of healthcare service quality and satisfaction among inpatients admitted in private hospitals in an emerging economy. Methodology: A self-administered, cross-sectional survey of inpatients using a questionnaire translated into Hindi and Gujarati. The data was collected from 702 inpatient from 18 private clinics located in three selected cities from Western India. Findings The results indicate that experience with hospital administration, doctors, nursing staff, physical environment, hospital pharmacy and physical environment is significant predictor of inpatient satisfaction. Physical environment was found to be significantly associated with satisfaction only among female inpatient. It was also found that repeat availing of services either from the same hospital or doctor does not increases patient satisfaction. The feasibility, reliability and validity of the instrument that measures major technical and non-technical dimensions of quality of healthcare services were established in the context of a developing country. Originality/Value: The study makes important contribution by empirically investigating the inpatient assessment of healthcare service quality based upon their demographic information and repeated availing of services to understand how repeat visit shapes the service quality perception

Pro-environmental behaviour, locus of control and willingness to pay for environmental friendly products

YesMarketers have realized the importance of assessing consumers’ willingness to pay (WTP) before introducing green products across different target audience. The purpose of this paper is to examine the relative influence of consumers’ pro-environmental behaviours (PEBs) and environmental locus of control (ELOC) on their WTP for green products. The study sample consisted of 256 Indian consumers which were recruited with the help of convenience sampling. A structured questionnaire was administered with scales that were well established and that have been used in previous research. Data were analysed with the help of CFA and structural equation modelling to test the relationship of ELOC and PEB anon WTP. Second, clustering respondents according to their PEB and ELOC has been done to find its differential effect on WTP with the help of multivariate analysis of variance (MANOVA). Findings of the study highlight that WTP for green products is significantly predicted by two variables which are in following order: PEB and ELOC. Results of cluster analysis and MANOVA revealed that WTP differ significantly with the level of intensity of ELOC and PEB among Indian consumers. It advances the body of knowledge centred on the interplay of the PEB and ELOC to WTP for green products. Additional work is clearly required to consider the wide range of potentially relevant variables like brand image, prices, advertisements and product quality that ensures the generalizability of findings. The hypothesis framed, tested and inferences made can form a basis of extremely valued toolkit for those green marketers who take caution when planning their marketing and communications strategies to stimulate the WTP by conveying a reason and motivation to act environmentally. In this study, an understanding of WTP for green products is developed. The much required knowledge gap in terms of interplay of ELOC and PEB on WTP has been filled with the help of the present study. It has been identified that those consumer groups who displays higher PEB and ELOC forms the primary target audience for green product marketer

Consumer reactions to nudity in print advertising: Comparing same-gender and opposite-gender effects

YesIt is often assumed that exposure to nude stimuli in advertising influences consumer behavior positively. However, the empirical evidence concerning the effects of nudity on consumer reactions is inconclusive. The goal of this study is to disentangle the effects of opposite-gender and same-gender nudity on female and male consumers' reactions. This study, thereby, offers a framework for the appropriate choice of seminude or fully clothed human stimuli based on advertisers' objectives and consumer–model gender interactions. The empirical data were derived from a large-scale market research initiative from Germany with 61,399 consumer evaluations of 147 real ads from 16 product categories. Female consumers show positive same-gender results for both seminude and fully clothed female models, indicating strong homophily, but nonsignificant opposite-gender effects on information search, positive attitude change, integration of brand into consideration set, and purchase intentions. In contrast, male consumers demonstrate a significantly positive and equally strong influence of opposite-gender and same-gender seminude stimuli on all of the four variables

The effect of ad smiles on consumer attitudes and intentions: influence of model gender and consumer gender

YesFirms widely use smiling models to create a positive background setting for advertisements. This study assesses the various effects of smiling in print advertisements across different stages of consumer decision-making, while also considering interaction effects between the genders of models and viewers. Empirical evidence comes from 175,647 consumer evaluations of 421 real advertisements across a broad spectrum of product categories (22). Beyond gender, a smiling model not only effects a positive attitude change but also influences a product's integration into a relevant set and a consumer's purchase intention. For female consumers, a smiling model of the same gender exerts a greater influence on positive brand attitude change and on purchase intention. Advertisers should avoid using non-smiling male models when targeting female consumers. In contrast, smiling models of both genders can positively influence male consumer reaction, while use of a female model should be avoided during the early stages

How to Implement Informational and Emotional Appeals in Print Advertisements: A Framework for Choosing Ad Appeals Based on Advertisers' Objectives and Targeted Demographics

YesAdvertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy. This study offers a framework for the appropriate choice of advertising appeals based on advertisers’ objectives and target group demographics. The study differentiates magazine advertisements’ effects for five marketing objectives along the hierarchy-of-effect model, while accounting for moderating effects of age and gender. Results show that emotional appeals are superior to informational appeals for most marketing objectives, but not for achieving integration into the evoked set. Consumers’ age and gender significantly influence the effects of advertising appeals and reveal interaction effects

Does explicit comparative advertising affect Indian consumers’ attitudes towards low and high-involvement product?

YesWith increasing use of explicit comparative advertisement to get share of consumers’ mind and influence their purchase decision in western context, the same is now used extensively in emerging markets like India. However, there has not been sufficient research to understand the effectiveness of explicit comparative advertisement in low and high-involvement product categories. Therefore, the purpose of this paper is to attempt to understand the effectiveness of explicit comparative advertising on consumers’ attitude and purchase intention (PI) towards high and low-involvement products. The study carried out experimental treatments with 2 × 2 factorial design among 200 Indian young consumers who were in the age group 18-25. The independent variables were product categories and type of advertising (comparative and non-comparative) and dependent variables were consumer attitude and PIs. It was found that the comparative form of advertisement developed favourable response towards the advertisement, rather than towards the brand or PI. The study found that comparative advertising is effective for high as well as low-involvement product category in changing the consumer’s attitude towards the advertisement. The research has used print media for conducting the experiment. It can be inferred that comparisons should be supplemented with additional information in the form of the unique features and associated emotions and feeling of the product in order to develop favourable attitude towards the brand and PI. Comparative advertising is a growing domain and there has been very little contribution by the researchers specially on high and low-involvement product categories

Self identity and internal environmental locus of control: Comparing their influences on green purchase intentions in high-context versus low-context cultures

YesThis study empirically examines the combined effect of two crucial internal consumer predispositions, self-identity (SI) and internal environmental locus of control (INELOC), among consumers in a collectivistic culture and an individualistic culture. The study validated the extended theory of planned behaviour to predict consumers' green purchase intentions. Structural equation modelling was used to analyse primary data collected from 365 American and 408 Indian respondents. Analysis revealed differences between the two cultures. Green self-identity influenced attitude more than perceived behavioural control among American consumers, while the reverse was true for Indian consumers. Conversely, INELOC positively and significantly affected only Indian consumers’ perceived behavioural control, not that of American consumers

Causality analysis of media influence on environmental attitude, intention and behaviors leading to green purchasing

YesThis research provides a comprehensive delineation of the process that leads to the formation of green behavior by including the role played by media and attitude towards environment-friendly packaging, along with ecological concern and perceived consumer effectiveness. The study offers a parsimonious framework that measures the major antecedents of environmental attitude divided into inward and outward orientation. Moreover, it also measures the effects of these environmental attitudes and attitude towards green packaging on green purchase intention. A total of 308 usable questionnaires were obtained from Indian consumers and data analysis was conducted using confirmatory factor analysis and structural equation modeling. The results show that inward environmental attitude and attitude towards green packaging play a pivotal role in shaping green purchase intention. Surprisingly, outward environmental attitude was found to be non-significant. Findings offer implications for marketing managers and public policy makers, as well as reveal fruitful avenues for further research