The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market

PurposeScholars have paid considerable attention to the importance of brand loyalty of durable consumer products in developed markets. However, no study has investigated the simultaneous impact of advertising efforts, distribution intensity and store image on global brand loyalty (GBL) of fast-moving consumer goods (FMCG) in emerging markets. This study aims to fill this gap.Design/methodology/approachThis study adopts (1) established theoretical lenses: brand equity, marketing mix and cue utilization theories, (2) a mixed-methods approach: a focus group and two surveys and (3) structural equation modeling on two samples of consumers (one homogeneous and one heterogeneous) of global soft drink brands in Vietnam.FindingsThe study reveals significant and nonsignificant relationships among the selected marketing mix elements and brand loyalty and its antecedents of global FMCG. Slight differences in these relationships among the two samples are found. The existing scales are also reconciled with more suitable indicators. The results significantly contribute to the existing knowledge on marketing mix, brand equity and GBL, and global consumer culture.Originality/valueThis is the first study to investigate the simultaneous effects of advertising efforts, distribution intensity, and store image on brand loyalty and its antecedents of global FMCG in an emerging market. The findings will help practitioners develop suitable global branding strategies to manage global brand image and achieve consumer loyalty across emerging markets.

An empirical investigation of repeated donations on crowdfunding platforms during COVID-19.

The COVID-19 pandemic has impacted the financial well-being of people and the world's economy. Crowdfunding is a prominent contributor to this pandemic's adverse effects. Donations on crowdfunding platforms have received attention; however, repeated donations, especially during COVID-19, need to be studied. This study aims to understand the role of reward-based gamification as a tool for understanding repeated donation behaviour on crowdfunding platforms during COVID-19. The study uses the self-determination theory to propose the conceptual framework and uses cross sectional data from 514 donors using survey based instruments. This study aims to understand the role of social relatedness with donors' intrinsic motivation to make repeated donations. Similarly, it tries to establish the role of social relatedness and engagement with repeated donation behaviour. The study uses reward-based gamification as moderating variables, and the model controls the experience of donating on crowdfunding platforms. The results confirm the relationship between social relatedness impacting a donor's intrinsic motivation and engagement in crowdfunding platform activities leading to repeated donation behaviour. The study further establishes that reward-based gamification moderates the relationship between intrinsic motivation and repeated donation behaviour. The results reveal that the experience of donating impacts the users' repeated donations. The study presents new insights on the role of gamification in inducing repeated donations on crowdfunding platforms during COVID-19.

Impulse purchases during emergency situations: exploring permission marketing and the role of blockchain

Purpose>The paper explores how consumer behavior for purchasing impulse products changed in the complex and disruptive (emergency) situation of the COVID-19 pandemic when the customer is shopping in-home and not visiting the offline stores in an emerging economy context. This paper further explores how digital transformations like the use of blockchain technology can aid offline/omnichannel retailers in reviving sales via permission marketing for impulse products.Design/methodology/approach>The authors followed a qualitative research design and conducted 24 personal interviews with millennials and 15 interviews with offline/omnichannel retailers from an emerging economy. The data collected were analyzed using the thematic analysis procedure.Findings>The authors discuss their findings under three themes – customers' conscious impulse buying during the pandemic, customers' unconscious impulse buying during the pandemic, and a viable solution for retailers in response to the pandemic.Practical implications>The authors suggest that marketers primarily from an offline/omnichannel store should adapt to permission marketing and use technologies like blockchain for the digital transformation of their marketing strategies. Doing so can help offline retailers minimize future damages in the retail sector during emergency situations.Originality/value>This paper is one of the first that explores how impulse – pure, suggestion, planned and reminder – purchases got affected during the COVID-19 pandemic disruptions in an emerging economy. This paper is also one of the first to explore the role of permission marketing and digital transformation by the use of blockchain in helping offline retailers in forming swift trust and practice trust-based marketing.

An empirical investigation of repeated donations on crowdfunding platforms during COVID-19

The COVID-19 pandemic has impacted the financial well-being of people and the world's economy. Crowdfunding is a prominent contributor to this pandemic's adverse effects. Donations on crowdfunding platforms have received attention;however, repeated donations, especially during COVID-19, need to be studied. This study aims to understand the role of reward-based gamification as a tool for understanding repeated donation behaviour on crowdfunding platforms during COVID-19. The study uses the self-determination theory to propose the conceptual framework and uses cross sectional data from 514 donors using survey based instruments. This study aims to understand the role of social relatedness with donors' intrinsic motivation to make repeated donations. Similarly, it tries to establish the role of social relatedness and engagement with repeated donation behaviour. The study uses reward-based gamification as moderating variables, and the model controls the experience of donating on crowdfunding platforms. The results confirm the relationship between social relatedness impacting a donor's intrinsic motivation and engagement in crowdfunding platform activities leading to repeated donation behaviour. The study further establishes that reward-based gamification moderates the relationship between intrinsic motivation and repeated donation behaviour. The results reveal that the experience of donating impacts the users' repeated donations. The study presents new insights on the role of gamification in inducing repeated donations on crowdfunding platforms during COVID-19.

Investigating the revised international marketing strategies during COVID-19 based on resources and capabilities of the firms: A mixed method approach.

This paper aims to identify the revised international marketing strategies in communication during the COVID-19 pandemic by utilizing the firm's resources and capabilities. We conducted in-depth interviews and a questionnaire survey with key stakeholders of retail organizations which changed their digital marketing strategies during COVID-19. The data is collected from 587 respondents from different parts of the world through resource orchestration theory. The qualitative findings support a high degree of association among the firm's resources and capabilities, leveraging processes based on the revised international marketing strategies during the COVID-19 pandemic. We have developed a conceptual model based on these findings with six variables: leveraging process of the firm's capabilities information technology-related resources; information technology-related capabilities, dynamic capabilities, environmental uncertainty, and leveraging process of the firm's resources. However, environmental uncertainty and leveraging of the firm's resources were not influential in forming digital marketing strategies during COVID-19. This study proposes a new process for international marketing managers in business organizations to restructure the resources within their organizations by creating new capabilities and leveraging them.

Social capital in agribusiness: an exploratory investigation from a supply chain perspective during the COVID-19 crisis

Purpose>The COVID-19 pandemic has badly affected the global economy. The use of social capital as a resource to diversify agribusiness to get more customers and improve the agricultural supply chain is a considerable issue to explore. This study aims to develop a comprehensive measurement of social capital and examine its effect on the intention to diversify agribusiness. From a supply chain perspective, it uses theory of planned behavior (TPB) and resource-based view (RBV).Design/methodology/approach>The study uses a mixed-methods approach. In-depth interviews, focus group discussions and surveys are used. Structural equation modeling on a sample of 465 respondents in Vietnam was employed to examine the hypothesized relationships.Findings>An integrative measurement scale of social capital from an agricultural supply chain perspective is suggested. The study also shows significant causal relationships amongst social capital, motives, TPB's determinants and the intention to diversify agribusinesses in light of supply chain perspectives.Originality/value>The study offers a significant contribution to the existing body of knowledge in the literature on social capital, motives, TPB, RBV and supply chain perspectives. The study was executed in Vietnam, where most farmers are smallholders, family business owners or micro-scale entrepreneurs in agriculture.

Unnao Tanneries Limited: Post COVID Business Strategy

Unnao Tanneries Limited (UTL), formerly known as Monir Leather Works, was set up in the 1980s and has been a family-owned business for over four decades. The primary activity of UTL in the initial years was leather jackets and purses. It sold its products under the brand name Brown Cliff. It shifted its manufacturing units from Kanpur to the nearby town of Unnao to cut costs and increase capacity in 1990. It later expanded its product range to primarily include leather footwear, targeting the menswear market. It became one of the top players in the northern part of the country with a proper business strategy. The footwear segment was growing rapidly and profitably for UTL. The business was smooth for almost four decades with minor hiccups until the government imposed a ban on its functioning due to a sparse wastewater disposal system in May 2019. The initial ban was prolonged further due to the COVID- I 9 pandemic in the country in March 2020. As a result., UTL suffered a significant loss in sales and clients. Reviving demand for the products after the easing of partial lockdown in the country was a daunting task. UTL became a contractual manufacturer for CONTE to utilize its idle resources and reduce its financial burden. Later, UTL got an offer from Batla Leather Products Limited (BLPL) to become its contract manufacturer. BLPL was one of the top players in the national and international market and it was looked for facilities to quickly scale up its operations. This case allows the readers to put themselves in Mr Sadiq Monir's shoes and analyse an unforeseen business situation. The choice between short-term profits and sustainability versus long-term growth of the family brand Brown Cliff had to be made. The case gives several macro and micro factors supporting the choices and the decision to be made. The decision dilemma has two facets-to gain expertise in improving operations and to have a steady flow of income for the next 2-3 years versus risking the loss of independence and dilution of the family brand Brown Cliff.

Building up more sustainable food supply chains: Implications for sustainable development

The global supply chain experienced unprecedented disruption due to the Covid-19 crisis in a dynamic world. Consequently, this situation has resulted in many businesses' discontinuity or closure due to disruptions that seriously affect the possibility of maintaining operations, especially micro, small and medium-sized enterprises (MSMEs) in emerging markets. In this scenario, the food value chain is deeply concerned because of its vulnerability and importance to food security. Therefore, this study aims to examine the mechanism that enables businesses in the food value chain to overcome the challenging post-pandemic while rebuilding the foundation for long-term viability and sustainable development. Accordingly, this study examines the relationships between the responsible driving factors (towards the environment, society, and the economy) and the food value chain sustainability (FSCS) of MSMEs by exploiting the mediating role of sustainable supply chain management (SSCM) in an emerging market. This study applies a quantitative research approach using primary data from a questionnaire-based survey. 568 valid responses were received from managers at senior and middle levels. In analysis, this study uses a smart PLS 3.3.2 version, Structural Equation Modeling (SEM) technique, to analyze the structural relationships. The novelty of this study contributes beyond the extant body of knowledge of supply chain management (SCM) by providing a comprehensive approach to promoting FSCS by incorporating socially, environmentally, and economically responsible practices into SCM practices. In addition, this study contributes to broadening the concept of corporate social responsibility by broadening the perspective of sustainability by shifting the enterprise-based perspective to the food value chain-based perspective. Above all, this research provides a new approach to the food value chain in an emerging market that is inherently too challenging to afford the sustainability concept of the food value chain. In sum, the value of this study's contribution is significant to bridging the knowledge-practice gap by providing profound knowledge and an empirically proven framework for the mechanism boosting sustainability for MSMEs in the food value chain in emerging economies. Drawn upon the above highlights, the findings of this study may be of high interest to academics, business practitioners, and policy-makers.

Role of perceived corporate social responsibility in the nexus of perceived cause-related marketing and repurchase intention in emerging markets

Purpose>This study aims to evaluate the impact of perceived cause- related marketing (perceived-CRM) on the repurchase intention (CRIN). Besides, brand image (BIMA) and customer satisfaction (CSAT) connect this relationship as mediating variables. Especially, the role of perceived corporate social responsibility (perceived-CSR) contributed to this nexus between perceived-CRM and BIMA, perceived-CRM and CSAT in emerging economies.Design/methodology/approach>The paper follows a quantitative approach. Based on a comprehensive literature review on perceived-CSR, perceived-CRM , BIMA, CSAT and repurchase intention, the authors evaluate the impact of those constructs on repurchase intention in an emerging market. The study sample was composed of 395 responses covering customers of consumer goods. The study uses the Smart PLS-SEM version 3.3.2 to analyze the data.Findings>The findings revealed significant contributions to the extant CRM literature in some ways. This study's outcomes contribute to extending the existing literature on CRM and CSR. Specifically, the extension focuses on the mediating and moderating effects of BIMA, CSAT and perceived-CSR, respectively, in the relationship between perceived-CRM and CRIN. Moreover, the novelty of this study lies in providing a new approach to the influence of perceived-CRM on CRIN, with the mediating of BIMA, CSAT and moderating effects perceived-CSR integrated into a conceptual model.Practical implications>From a management perspective, the contribution of this study plays a very important role in strategic planning to enhance competitive advantage and improve business performance on a sustainable basis. This sustainability is founded on an insight into how changes in contextual factors affect the perception and consumer behavior of millennials in fast-moving consumer goods (FMCG) market, especially in a context of Covid-19 global crisis. It is important to emphasize that genuineness and transparency in all activities and communications are a prerequisite in today's sensitive context. The application of acquired insight into practice will help businesses operating in the consumer sector improve brand reputation and CSAT. As a result, this leads to enhanced competitive advantage of the business in the market, improved market performance and ultimately to an improvement in the overall performance of the enterprise.Originality/value>This is the first study that explores the moderating role of perceived CSR on the nexus between perceived-CRM with brand image (BIMA) and CSAT to the best of our knowledge. Besides, the study also discovers the mediating role of BIMA and CSAT between perceived-CRM and repurchase-intention in an emerging economy. Findings in this study provided additional evidence to the increasingly important roles of perceived-CRM and perceived-CSR in creating win-win relationships with customers, aiming to solve specific social causes jointly. Further, the perceived-CRM and perceived-CSR mechanisms help businesses enhance their intangible assets and competitive advantages through enhanced BIMA and stronger CRIN. In the current context, the business environment is changing rapidly due to many factors that lead to increased competition at a global level. Therefore, improving competitive advantage is a mandatory condition for businesses to survive and develop sustainably.

Role of corporate governance in quick response to Covid-19 to improve SMEs’ performance: evidence from an emerging market

This paper aims to evaluate the role of corporate governance on performance of the small and medium-sized enterprises by exploring the mediating role of social responsibility engagement and environmental responsibility engagement between corporate governance and firm performance in the context of an emerging market. The paper follows a quantitative approach. The study sample was composed of 495 responses covering top executives, managers, and experts. The Analysis of a moment structures (AMOS version 20) was used to analyze the small and medium-sized enterprises data in an emerging economy in Southeast Asia in the year 2021. Our findings revealed that corporate governance has a significant and positive relationship with firm performance, social responsibility engagement and environmental responsibility engagement. In addition, social responsibility engagement and environmental responsibility engagement are found to mediate the relationship between corporate governance and firm performance. To the best of our knowledge, this is the first research that explores the mediating role of social responsibility engagement and environmental responsibility engagement between corporate governance and firm performance for the small and medium-sized enterprises. This study has novel contributions by providing important insights into the effective corporate governance mechanism and how corporate governance contributes to improving firm performance towards sustainability through engaging in social and environmental responsibility. Additionally, its application to food the small and medium-sized enterprises in the current context of an emerging economy in Southeast Asia reinforces the originality of this study. This study contributions are of great interest to academics, experts, business practitioners, and policymakers.

Building resilience to handle disruptions in critical environmental and energy sectors: Implications for cleaner production in the oil and gas industry

Even before the outbreak of the COVID-19 pandemic, the oil and gas (O&G) industry had been facing disruptions in terms of an energy transition phase that include the focus on the use of renewable energy equipment, transport electrification, decarbonization, and waste elimination among others. However, the contraction in global travel and remote working habits owing to the pandemic really set off disruptions for the O&G industry. This research intends to identify and analyze the enablers for the O&G industry that can help it handle potential disruptions and hence become resilient. Several significant enablers have been identified through a systematic literature review using the PRISMA approach and Delphi method. The mutual inter-relationships among the enablers have been developed using the modified total interpretive structural modelling approach. Later, the matrice d'impacts crois es multiplication appliques an un classement analysis has been used to identify the enablers' clusters according to their dependence and driving powers. The modelling and analysis results suggest four paths for the O&G industry to handle disruptions effectively. This research aims to help academicians, managers, and researchers understand the essential enablers and paths to adopt on a priority basis so as to handle disruptions and build resilience in the O&G industry.

Role of big data analytics capabilities to improve sustainable competitive advantage of MSME service firms during COVID-19 – A multi-theoretical approach

The extant literature suggests that digital technologies (big data analytics, artificial intelligence, blockchain) help firms gain a competitive advantage. However, the studies do not focus on the micro, small and medium enterprises (MSME) sector. Moreover, MSMEs face various challenges, including significant supply chain disruption due to the COVID-19 pandemic. Hence, there was an urgent requirement to shift to digital technologies to survive during this difficult time. In the context of MSME, various positive changes are discussed in the recent literature. However, a dearth of studies discusses the role of big data analytics capabilities (BDAC) to gain sustainable competitive advantage (SCA). Our study aims to fill this gap and answer this question – How do BDAC help MSMEs gain SCA? To understand the phenomenon, we receive theoretical support from organizational information processing theory (OIPT) and institutional theory (IT). We develop a conceptual framework that links BDAC and SCA through supply chain coordination, swift trust, and supply chain risk. Additionally, the age and size of the firm are used as control variables. The data is collected from Indian service sector employees of MSMEs, resulting in 497 usable responses. We use PLS-SEM using Warp PLS 7.0 to test the hypotheses. A critical finding is that the BDAC indirectly impacts the SCA. Finally, the other findings, limitations, and scope for future research are discussed.

Examining the relationship between fear of COVID-19, intolerance for uncertainty, and cyberloafing: A mediational model.

After the COVID-19 pandemic began, organizations had to pivot and move to online remote work. As companies moved to digital platforms and technologies for remote working, a key concern was the increase in workplace withdrawal behaviors during the pandemic, including cyberloafing, a form of workplace deviance. Cyberloafing can be described as the action of using the internet for non-work-related activities or personal use during working hours. Given its effect on organizational effectiveness and efficiency, organizations must take measures to minimize cyberloafing. We examined how two factors-fear of COVID-19 and intolerance for uncertainty-were related to cyberloafing during the third lockdown in Israel. A sample of 322 adults who were enrolled in professional courses at a university in Israel were surveyed. Based on Conservation of Resources Theory, our findings suggest that distress significantly mediated the relationship between fear of COVID-19, intolerance for uncertainty, and cyberloafing. In an attempt to deal with the stress and depletion of personal resources during the COVID-19 lockdown, individuals engaged in cyberloafing as a way to handle the stress. Our results suggest that organizations should take measures to reduce fear and uncertainty in order to decrease distress, which, in turn, will reduce cyberloafing.

Effect of social capital on agribusiness diversification intention in the emerging market

PurposeCoronavirus disease 2019 (COVID-19) has seriously affected the global economy. How agribusinessmen are overcoming this crisis is being noticed in emerging markets. Using social capital to diversify agribusiness for getting more customers is a useful solution for the growth of agribusiness. However, there is a lack of evidence on the aggregate measurement scale of social capital and the influence of behavioral goals on the intention toward agribusiness diversification. Therefore, this study aims to develop an integrated measurement of social capital and investigate its effect on agribusiness diversification intention using the expanded theory of planned behavior (TPB).Design/methodology/approachA mixed-methods approach is used, including four in-depth interviews, three focus group discussions and two surveys. Structural equation modeling is applied to a sample of 484 respondents to test the proposed hypotheses.FindingsThe study shows the role of social capital in influencing the intention to diversify agribusiness under the premises of the resource-based view (RBV). The scale of social capital is also developed, which is the first integrated measurement of this asset. The findings contribute significantly to the existing knowledge of social capital, the TPB and diversifying agribusiness.Originality/valueThis is the first study to explore the comprehensive effect of the facets of social capital on behavioral intention through behavioral goals and determinants of the TPB under the premises of the RBV. The findings will help emerging economies, for example, Vietnam, where most farmers are family business owners or microscaled entrepreneurs in agriculture.