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Full-Text Articles in Marketing
The Nostalgia Effect: A Field Investigation Of Satisfaction Among Is/It Professionals In India, Robert O. Briggs
The Nostalgia Effect: A Field Investigation Of Satisfaction Among Is/It Professionals In India, Robert O. Briggs
Marketing and Management Faculty Publications
Satisfaction is a key indicator of system success, and so it has been the subject of much Information System (IS) research. The nostalgia effect, whereby individuals feel satisfied or dissatisfied when thinking about past goal attainment or failure, has been observed to influence analysts’ decisions with respect to ongoing systems development. The Yield Shift Theory (YST) of Satisfaction explains the nostalgia effect as a function of changes in yield for an individual’s active goal set. This paper reports on an exploratory field investigation of the nostalgia effect among 105 working IS/IT professionals in India reflecting on past collaboration experiences. The …
Institutional Theory And The Evolution Of Marketing Channels In Emerging Economies: Setting A Research Agenda, Birud Sindhav
Institutional Theory And The Evolution Of Marketing Channels In Emerging Economies: Setting A Research Agenda, Birud Sindhav
Marketing and Management Faculty Publications
The story of the growth of emerging economies is about the growth of their marketing institutions. Marketing channels are the key marketing institution in enabling the flow of goods and services. However, marketing scholars typically rely on models and theories devised in the developed economies to study the marketing channels in emerging economies, and these include theories based on political economy-based frameworks that emphasize power and dependence. We argue that often the institutional drives to gain legitimacy provide a powerful lens to understand the evolution of marketing channels. In this conceptual paper, we illustrate our arguments through a few examples, …
Co-Creation Of Value: Creating New Products Through Social Media, Birud Sindhav
Co-Creation Of Value: Creating New Products Through Social Media, Birud Sindhav
Marketing and Management Faculty Publications
Co-creation of value with consumers is an emerging marketing paradigm for the firms. One way to understand co-creation of value is to examine co-creation of value at the new product development (NPD) stage, when consumer has yet to interact with the fully formed product. We first describe the emergence of social media as an evolution of the social nature of the web. Then we describe social validation, social information, and social inspiration as three processes that help explain why consumers like to be part of co-creation at the NPD stage. Finally, we describe two stages of NPD in the context …
Building Relationships Between Business Schools And Students: An Empirical Investigation Into Student Retention, Phani Tej Adidam, R. Prasad Bingi, Birud Sindhav
Building Relationships Between Business Schools And Students: An Empirical Investigation Into Student Retention, Phani Tej Adidam, R. Prasad Bingi, Birud Sindhav
Marketing and Management Faculty Publications
This study uses the relationship marketing theory of commitment and trust as a framework to investigate the issue of student retention in business schools. Structural equation modeling was used to examine relationships specified by Morgan and Hunt's (1994) theory of relationship marketing. Students' commitment to the business schools were determined by perceived benefits of attending the school, perceived similarity of values between the school and the students, and trust between the professors and the students. Commitment increased intentions to remain at the business school.