Developing banking intelligence in emerging markets: Systematic review and agenda

The current banking industry is heavily dependent on technological artifacts supported by intelligent systems for performance on operational and marketing parameters. However, the attributes for enabling practice between such technological interfaces with managerial adoption are been lagging creating a knowledge gap. To address this, present research surveys the prior work from 1970 to 2020 on intelligent decision support models specific to banking. Subsequently, findings are synthesized on quadrant outcomes; technology; employees, customers, and organizations for service ecosystems. In addition, the managerial perceptions of technology on work are captured through short survey. Finally, scope of advancements like big data, internet of things (IoT), virtual reality (VR) along other untapped conceptual relationships into this framework are discussed

Think Happy Be Happy: Salesperson’s Personal Happiness and Flourishing

Although the role of positive emotions is important in sales, personal happiness remains understudied in the selling context. Grounded in broaden-and-build theory, this study aims to examine the relationships among personal happiness, job involvement, job satisfaction and salesperson flourishing. For salespeople, the new demands of a connected world have largely blurred the boundaries between their personal life and work life. It has allowed emotions from their personal life to spill over into their workplace. Data from 137 salespeople in the retail context in India lend support for the proposed serial mediation model. The authors propose that the influence of personal happiness on a salesperson flourishing is mediated by job involvement and job satisfaction. Results of this study shows that personal happiness has a direct influence on the salesperson’s flourishing and is effective only through the mediating influence of job satisfaction and not of job involvement. This study extends the broaden-and-build theory by proposing that personal happiness may influence flourishing at work. The findings illustrate the need for a renewed focus on salesperson’s personal emotions, especially in todays connected workplace where the boundaries between personal and work life are shrinking

Influencer marketing: When and why gen Z consumers avoid influencers and endorsed brands

Consumer avoidance of brands and influencers is a widespread phenomenon, especially among Generation Z (Gen Z); however, influencer marketing literature lacks clarity about when and why Gen Z engages in such avoidance. Our experimental investigation, across four studies, reveals that Gen Z considers brands' control over influencers to be morally irresponsible and, thus, avoids both. We introduce a novel construct, influencer avoidance, and examine its drivers. Study 1 indicates that perceived brand control engenders avoidance; moderation evidence shows that macro (vs. micro) influencers accentuate (attenuate) the influence of brand control on avoidance. Study 2 shows that Gen Z enjoying a strong versus weak relationship with influencers results in lower (higher) avoidance towards influencers and endorsed brands. Study 3 demonstrates that negative moral emotions mediate the relationship between perceived brand control and avoidance behavior. Study 4 generalizes the findings by analyzing a different influencer and endorsed brand and including a prominent advertisement disclosure. By investigating the drivers and mechanisms of Gen Z's avoidance behavior, our research contributes to research on the theory of moral responsibility, Gen Z's influencer avoidance behavior, and anti-consumption literature. This offers key insights into how to prevent acts of consumer retribution towards influencers and brands

How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness

Purpose Drawing on the self-congruity theory and customer engagement literature, this research accounts for the influence of the three dimensions of customer self-congruity on customer engagement with global brands by uncovering the mediating mechanism of brand psychological ownership and moderating mechanism of global connectedness. The research framework is tested across developed and developing country contexts to highlight any cultural differences in the drivers of customer engagement with global brands. Design/methodology/approach Data were collected from developed (USA; n=270) and developing (India; n=273) countries through two online surveys and tested, employing structural equation modeling, across the two markets to investigate cross-cultural variations. Findings Social self-congruity has the strongest influence on customer engagement for USA consumers, while all three forms of self-congruity are equally important in India. Psychological ownership consistently works as the mediating mechanism across both contexts. While global connectedness accentuates the relationship between self-congruity and brand psychological ownership for Indian consumers, it attenuates the relationship amongst USA consumers. Originality/value While prior literature mainly establishes a direct link between self-congruity and customer engagement, this study provides a deeper understanding of the self-congruity–customer engagement relationship by: a) investigating the mediating role of psychological ownership; b) examining the moderating role of global connectedness and c) studying all three forms of self-congruity (i.e. actual, ideal and social) simultaneously. The study, testing the framework in developing and developed country settings, highlights cultural nuances in forming customer engagement with global brands

Perfectly Imperfect: How Body Positive Advertisements in Social Media Foster Consumer Engagement?

While brands are debunking beauty stereotypes and employing body positive advertisements to foster consumer engagement, empirical research on the influence of body positive advertisements is scarce. This research integrates the literature on body positivity and gender role stress theory to examine, across two studies, how and when body positive advertisements influence consumer engagement. Our results indicate that consumers’ responses to body positive (vs. thin-ideal) advertisements lead to greater engagement with the brand when gender role stress is high (vs. low). Notably, body positive explicit and implicit advertising strategies increase engagement, with implicit strategy fostering greater engagement than explicit strategy. Furthermore, we show that consumers’ perceived brand authenticity is the psychological mechanism underlying the impact of body positivity on consumer engagement. These findings advance the literature on body image in advertising and offer marketers a better understanding of the use of body positive advertising strategy in their marketing and communication campaigns

Why do consumers subvert brands? investigating the influence of subjective well-being on brand avoidance

Negative consumer–brand interactions often result in consumer subversion, in which consumers actively reject or avoid brands. To date, the role of positive emotional states, such as subjective well-being, in brand avoidance remains a crucial oversight in the literature seeking to address consumer subversion. In this study, comprising three studies, we examine why and when subjective well-being influences brand avoidance. Drawing on self-control theory and the literature related to anti-consumption, we argue and demonstrate in Study 1 (N = 330) that subjective well-being enhances consumers' ability to avoid brands that transgress moral and ethical norms. Study 2 (N = 251) reveals the underlying psychological process by which subjective well-being engenders greater self-control in consumers who, as a response, exhibit brand avoidance behavior. Study 3 (N = 243) indicates that anti-consumption attitude serves as the boundary condition; it specifically demonstrates that a macro-oriented anti-consumption attitude accentuates the influence of subjective well-being on brand avoidance, whereas a micro-oriented anti-consumption attitude does not have any effect. Our research contributes to the consumer subversion literature by evaluating the influence of subjective well-being on moral brand avoidance. This study offers key insights for marketing managers entering markets containing consumers with high or low subjective well-being

Can we anti-consume our way to sustainability? Finding answers at the intersection of cultural values

Anti-consumption behaviours are frequently seen as an effective way for an individual to mitigate harm done to the natural world and foster sustainability. Despite explicit calls to investigate the drivers of anti-consumption behaviours, the effect of cultural values on anti-consumption remains under-researched. Our research examines the influence of two antecedents, cultural values (individualism and collectivism), and self-efficacy on anti-consumption behaviours in an emerging country setting. Our results indicate that cultural values influence anti-consumption behaviours. Consistent with our expectations, we found that collectivistic values positively influenced anti-consumption behaviours. This relationship remained valid across anti-consumption behaviours, such as voluntary simplicity and brand avoidance. Furthermore, beyond our initial expectation, this study demonstrated a positive indirect relationship between individualism and anti-consumption, which is activated through the self-efficacy pathway. These findings suggest that approaches for managing anti-consumption behaviour do not work equally well in all cultures, and that managers may need to fine-tune their international marketing strategies to ensure their effectiveness

What drives sponsorship effectiveness? An examination of the roles of brand community identification, brand authenticity, and sponsor–club congruence

This research examines the influence of brand community identification (BCI) on three measures of sponsorship effectiveness—brand advocacy, purchase intention, and sponsor-brand choice. Additionally, we investigate the psychological mechanism and the moderators between BCI and sponsorship outcomes. We collected data from members of two brand communities, across four experiments (2 × 2 between-subject designs), during soccer league events. Our findings demonstrate that BCI increased brand advocacy and purchase intention. It shows a novel psychological mechanism (brand community engagement) between BCI and brand advocacy; both brand authenticity and sponsor–club congruence serve as boundary conditions. Counter-intuitively, our study revealed that both high-congruent and low-congruent sponsor brands could be effective, depending on consumers' identification with the brand community. Our research makes several meaningful theoretical and practical contributions. Sports clubs and sponsors must cultivate consumers' identification with the club's brand community, which offers two-fold benefits; it leads to greater effectiveness, measured in terms of club brand engagement and sponsor-brand advocacy. Moreover, our research demonstrates that consumers, regardless of their identification with the brand community, will stop supporting a sponsor brand if they perceive it as less authentic