Indian Journal of Finance | Prabandhan: Indian Journal of Management | Arthshastra: Indian Journal of Economics & Research

   Volume 44 • Number 9 • September 2014

Impact of Corporate Social Responsibility on Customer Loyalty and the Mediating Role of Affective Identification
Indian Journal of Marketing, 44(9), 7 – 19
This paper investigates the impact of perceived corporate social responsibility on customer loyalty with a model incorporating perceived product attributes and consumers' affective identification with a company. Using a survey with the customers of an ethnic apparel retailer brand, this study established that CSR has a significant impact on customer loyalty, and this process is mediated by consumers' affective identification with the company as a result of CSR. This study extended the extant literature by testing and validating the role of perceived CSR and affective identification on loyalty formation in the Indian context. It was also observed that CSR has a better scope to bring about affective ties with a company than conventional product attributes. The research suggested that marketers need to create engagement platforms with customers to create strong points of differentiation based on CSR, when consumers perceive parity on product attributes between competing offerings.

Keywords:  affective identification, CSR, customer loyalty, product attributes

Paper Submission Date: April 12, 2014; Paper sent back for Revision: May 25, 2014; Paper Acceptance Date: June 9, 2014

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Saju B.
Assistant Professor (Sr), VIT Business School
VIT Chennai, Vandalur-Kelambakkam Road
Chennai -600 127.
bsaju@vit.ac.in , sajubkrishnan@gmail.com
Kalyani Ranga Rajan
Dean & Senior Professor
VIT Business School, VIT University
Vellore-632 014,Tamil Nadu.

An Empirical Study of Attitude Toward Cause Related Marketing Programs Among Young Indian Consumers
Indian Journal of Marketing, 44(9), 20 -29

Cause related marketing (CRM) has become an accepted marketing promotional tool and ,therefore, organizations from different parts of the world have started using it. The attitude of consumers toward CRM plays a significant role in the success and effectiveness of cause related marketing programs (CRMPs). Not enough research has been done in India to understand the attitude of consumers toward CRMPs and the implications they have for marketers, though some studies have been done in Western countries. This study is a pioneering empirical research to understand the attitude toward CRMPs among young Indian consumers and the implications for marketers. The study found that the overall attitude of young Indian consumers toward CRMPs was very positive and ,therefore, young Indian consumers can certainly be a good market segment to be targeted by the marketers. Another important finding showed that the attitude of young Indian consumers toward the products associated with CRM was very positive and ,therefore, products used by young consumers can be selected by marketers for CRMPs. However, the findings provided two important cautions for marketers. The marketers should not charge higher prices for the products associated with CRM as it was found that a majority of the young consumers were not willing to pay a higher price for products associated with CRM. It was also found that the young consumers were skeptical toward the advertisements related to CRMPs and ,therefore, marketers should understand that only genuine intent and commitment for a cause can make CRMPs successful and effective.

Keywords: cause related marketing (CRM), consumer attitude, cause related marketing programs (CRMPs), consumer skepticism
Paper Submission Date: February 22, 2014; Paper sent back for Revision : April 3, 2014 ;  Paper Acceptance Date : May 6, 2014

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Chandan Thakur
Associate Professor (Marketing)
Institute of Management Technology (IMT) Nagpur
35 Km Milestone, Katol Road, Nagpur - 441 502
Factors Affecting Service Acceptance in Organizational Buying of Services: An Empirical Examination
Indian Journal of Marketing, 44(9), 30 -42
Business-to-business service transactions is a topic that needs extensive research in India. Looking into the fact that services form a major part of India's gross domestic product (GDP), there was a need for research that can contribute towards explaining service transactions. The present study attempted to understand the various factors that may influence the service acceptance factors in all services transactions in a business-to-business context for Indian firms. Information was collected from a random sample of managers across various sectors via survey methodology using a structured questionnaire. Factor analysis and logistic regression analysis were performed for data analysis. The findings showed that the factors of service delivery and service fairness were significantly affecting service acceptance of organizations in a business-to-business setting. Surprisingly, the findings revealed that ubiquitous service quality does not affect service acceptance, thus implying that it has become a bare necessity nowadays. Thus, managers involved in industrial services sales can focus on service fairness and delivery for better differentiation of their services from competition.
Keywords: organizational buying, service acceptance, quality, design, fairness, specifications, delivery
Paper Submission Date : October 15, 2013 ; Paper sent back for Revision : December 29, 2013 ; Paper Acceptance Date : March 1, 2014
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60 Xia, L., Kukar-Kinney, M., & Monroe, K. B. (2010). Effects of consumers' efforts on price and promotion fairness perceptions. Journal of Retailing, 86 (1), 1-10. DOI: 10.1016/j.jretai.2009.10.003
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Dipanjan Kumar Dey
Research Scholar – Marketing
IBS Business School, Hyderabad
(ICFAI Foundation for Higher Education (IFHE))
Survey No. 156/157; Dontanapally Village
Shankarpally Mandal, R. R. District
Hyderabad - 501 203.

Persuading Effect of Store Aesthetics on Shoppers' Purchase Intentions : The Gender Difference
Indian Journal of Marketing, 44(9), 43 - 53
The spending capacity and willingness of customers has increased in India. Keeping this in mind, marketers have come up with organized retail outlets to attract and cater to the customers' needs. A well-designed and finely maintained store not only attracts more footfalls, but also increases the sales. Apart from that, beautification, which is known as aesthetics of the store, is also important for the marketers. Gender differences have been found to play a major role in buying behaviour. This paper focused on studying the most preferred aesthetic element of the store (both exterior and interior) by both the genders. Furthermore, the effect of these elements on the purchase intentions of the customers was also analyzed by regression. The study was conducted at a leading apparel store in the city of Cuttack, Odisha. The results showed that product display was the most preferred factor by both genders, having the maximum effect on their purchase intentions. A major difference was found in the preference of both genders with respect to the external appearance of the store and music played in the store. This research will help managers to understand the preferences of the customers in a store and design the store aesthetically to attract more footfalls and generate purchases.
Keywords: store aesthetics, purchase intention, consumer preference, retail management
Paper Submission Date : December 1, 2013 ; Paper sent back for Revision : March 1, 2014 ; Paper Acceptance Date : April 3, 2014
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Pallabi Mishra
Assistant Professor, ABIT-JRD Tata Institute of Management
Cuttack - 753 014, Odisha.
Rebranding of German Bakery, Pune : A Case Study
Indian Journal of Marketing, 44(9), 54 - 60
Recently, after 3 years, the German Bakery reopened its doors to its patrons. Eagerness hovers, but within the lines of prudence and security checks. The 2010 blasts that killed 17 and injured at least 60 people right there creates a certain curiosity to visit the German Bakery. While it was once a humble cafe with communal seating and self-service; the new German Bakery is now a swanky cafe with well informed waiters and an extended menu. It has been rebuilt and restructured to make the emotional people of Pune forget the dark past that it holds. This case study analyzed the current branding strategy of the German Bakery and made a comparison with its pre-existing model, that is, the model followed prior to February 2010. The case study aimed to highlight the concept of rebranding in the context of marketing strategies adopted by the German Bakery, and examined the steps taken by the owners to revamp and safeguard its premises post the 2010 blasts. The case study also took into account the customers' feedback about the revamped German Bakery, Pune.
Keywords : rebranding, marketing strategies, terror attack, German Bakery
Paper Submission Date : January 13, 2014; Paper sent back for Revision : March 26, 2014 ; Paper Acceptance Date : May 5, 2014
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2 Daly, A., & Moloney, D. (2004). Managing corporate rebranding. Irish Marketing Review, 17 (1/2), 30-36.
3 Muzellec, L., Doogan, M., & Lambkin, M. (2003). Corporate rebranding : An exploratory review. Irish Marketing Review, 16 (2), 31-40.
4 Stuart, H., & Laurent, M. (2004). Corporate makeovers: Can a hyena be rebranded? Journal of Brand Management, 11 (6), 472-482. DOI:10.1057/palgrave.bm.2540193
Mallika Srivastava
Assistant Professor
Symbiosis Institute of Business Management
Symbiosis Knowledge Village, Gram: Lavale via Sus Road
Tal: Mulshi, Dist. Pune - 412 115
Dhruv Bhanot
MBA I Marketing Student
Symbiosis Institute of Business Management
Symbiosis Knowledge Village, Gram: Lavale via Sus Road
Tal: Mulshi, Dist. Pune - 412 115

Tarini Tamhane
MBA I Marketing Student
Symbiosis Institute of Business Management
Symbiosis Knowledge Village, Gram: Lavale via Sus Road
Tal: Mulshi, Dist. Pune - 412 115