Sujata Khandai - Academia.edu (original) (raw)

Papers by Sujata Khandai

Dynamic relationships management journal, Nov 15, 2023

Business Perspectives and Research

The present research explores the factors stimulating entrepreneurial potential among women based... more The present research explores the factors stimulating entrepreneurial potential among women based in India and how it eventually results in an intention to start their own business. The study is using the theory of planned behavior (TPB) and the entrepreneurial event model to identify the antecedents of entrepreneurial potential among women entrepreneurs in India. The study also attempts to understand whether entrepreneurial potential results in an intention to take up a business venture. A survey questionnaire is used to gather the data, and it is conducted both online and offline. The study used 214 responses in total. The data is analyzed using validated procedures and techniques, such as exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and then path analysis in AMOS (20). The study found that entrepreneurial potential was significantly affected by perceived desirability, followed by perceived feasibility and it also found that perceived risk negatively affe...

Journal of Creating Value

Consumer engagement in brand value co-creation has been a prolific area of research in the last d... more Consumer engagement in brand value co-creation has been a prolific area of research in the last decade, and hence evidenced significant growth in literature in terms of both volume and diversity. However, despite substantial progress, the overall intellectual structure of brand value co-creation and consumer engagement research remains tenuous. This study examines extant research on brand value cocreation and consumer engagement through a bibliometric analysis of 398 articles extracted from the Scopus database. We incorporated citation, bibliographic coupling and keyword co-occurrence analysis to identify publication rankings and the major clusters with the help of VOS viewer software. Our findings highlight the contribution of key authors and journals and the state of knowledge and conceptualization of co-creation of brand value through consumer engagement. The results from this study will help researchers discover new areas for future research and will also provide valuable insigh...

Dynamic Relationships Management Journal

FIIB Business Review

The aim of this article is to analyse the existing literature on social media engagement using bi... more The aim of this article is to analyse the existing literature on social media engagement using bibliometric techniques to examine its evolution since its introduction in the business, management and accounting domains. This study comprises the following techniques based on a bibliometric analysis of 305 research papers extracted from Elsevier’s Scopus from 2011 to February 2021: citation analysis, co-citation analysis, co-occurrence of author keywords. The analysis highlights the essence of research in the field of social media engagement over the last 10 years. Social media engagement based on content, different platforms and various industries emerges as prominent themes in the extant literature. Further, the analysis identifies the most influential authors and journals, pertaining to the field of social media engagement. Lastly, directions for future research have been explained. Journal of Business Research has been a significant contributor to this concept among various other j...

International Journal of Public Sector Performance Management

Society and Business Review

Purpose The purpose of this paper is to explore the impact of sustainable marketing practices of ... more Purpose The purpose of this paper is to explore the impact of sustainable marketing practices of firms on consumers’ attitudinal and behavioral brand loyalty. In addition, this study also aims to explore the mediating effect of brand trust and brand affect on this relationship. Design/methodology/approach A combination of descriptive and causal research has been used, for which data was collected from 582 respondents and processed using structural equation modeling to establish multivariate relationships. The PROCESS method was used to estimate mediation effects. Findings A rather valuable insight that emerged is the significant role that brand trust and brand affect play in engendering attitudinal and behavioral brand loyalty among consumers, for firms adopting sustainable marketing practices. Findings revealed that sustainable marketing practices result in enhanced brand trust, which further translates into higher levels of brand affect, thereby leading to attitudinal brand loyalt...

Journal of International Commerce, Economics and Policy, 2021

Branding has always garnered substantial interest among marketers for many years. Brand love and ... more Branding has always garnered substantial interest among marketers for many years. Brand love and brand hate are two aspects of branding that are drawing a great deal of attention today. Yet, there remains a gap in measuring the effect of brand love and brand hate on the relationship between brand experience and brand loyalty for the fashion apparel sector in India. Data was collected from 250 participants using both online and offline channels. Results imputed from the structural equation modeling show that brand experience is directly related to brand loyalty. In addition, brand love mediates the relationship between brand experience and attitudinal loyalty and for brand hate, ideological incompatibility and symbolic incongruity mediate the relationship between brand experience and attitudinal loyalty, as well as, behavioral loyalty.

Management and Labour Studies, 2009

The 21st century has thrown up a lot of challenges for the present day marketers. Today, marketer... more The 21st century has thrown up a lot of challenges for the present day marketers. Today, marketers are faced with an imperative to make marketing accountable. This is where it becomes important to assess the productivity of marketing. Measuring the productivity of marketing is tantamount to assessing the performance of marketing which necessarily impacts upon the overall organizational performance. Marketing productivity is measured as the ratio of marketing input over output. Broadly, two measures may be used to measure the productivity of marketing. These two measures include (a) Return on Marketing Investment (ROMI), and (b) Customer Satisfaction; the latter measured in terms of increase in shareholder value. This article attempts to understand the various issues connected with measuring the productivity of marketing. It aims to identify measures which would be effective in the measurement of productivity of marketing.

The International Journal of Knowledge, Culture, and Change Management: Annual Review, 2008

... Ms. Khandai has also co-authored a book Consumer Behaviour In the Indian Context, published... more ... Ms. Khandai has also co-authored a book Consumer Behaviour In the Indian Context, published by Galgotia Publications in 2002. Currently, she is pursuing her PhD in the area of Marketing Productivity from GGS Indraprashta University, New Delhi. Reviews: ...

The concept of personality has been explored from a wide range of conceptual viewpoints. This res... more The concept of personality has been explored from a wide range of conceptual viewpoints. This research tries to bring the varied concepts of personality under one roof. The current research explains the concept of different personality theories along with the limitations of those theories, starting with psychoanalytical approach and concluding at cognitive approach. Various implications of these theories, and personality, in general have been discussed. Scope for future research is also mentioned in concluding remarks.

The marketplace is experiencing fierce competition today. Similarity of merchandise is coercing t... more The marketplace is experiencing fierce competition today. Similarity of merchandise is coercing the retailer to focus on visual merchandising to improve the desirability of products. There is research to substantially prove that impulse buyers usually do not set out with the specific purpose of visiting a certain store and purchasing a certain item. This urge is consequent to certain external factors, one of them being visual merchandising. Impulse buying as a phenomenon has been progressively increasing during the last decade. One of the factors could be attributed to the relationship that exists between mass merchandising and impulse buying. Impulse buying is generally considered synonymous with "unplanned buying" - it essentially describes any purchase a shopper makes but has not planned in advance. The primary objective of this research is to examine the relationship between respondents' impulse buying behavior and common external factors that trigger impulse buyin...

The demand for fashion apparel by consumers these days is at its peak, which has caused a paradig... more The demand for fashion apparel by consumers these days is at its peak, which has caused a paradigm shift in the consumers’ preferences and the retail industry. This paper is an attempt to check the impact of selected factors such as store characteristics, product characteristics, and external factors on the buying behavior of women. This paper attempts to find the moderation effect of generation on buying behavior. Therefore, for this purpose of research, data has been collected from 300 respondents and statistical tools EFA, CFA, and moderation effect has been calculated. The results of the study show no significant difference between Gen X and Gen Y. Further research needs to be conducted to evaluate the liking and preferences of consumers in the places of different cultural backgrounds for finding out the similarities and differences. As a retailer of apparels, these insights can be incorporated in the policy formulation to make the purchases a real time customer delight.

Introduction The kid market is a burgeoning market worldwide. A similar situation exists in India... more Introduction The kid market is a burgeoning market worldwide. A similar situation exists in India where the kid market is estimated at Rs.5000 crores/ $110 million. The sheer size of the market reveals how strategically important this market is for the advertisers and the marketers. Having realized the long term implications of addressing this market, the marketers have devised marketing and advertising strategies specifically aimed at this target audience. The kid market in India, more commonly referred to as the “tweenager” (8 to 14 Year olds) possesses enormous purchasing power which could probably be attributed to the increasing discretionary income of households. Children today are assuming the role of decision makers from a relatively young age. Marketers use different media vehicles to communicate with this target audience. A media vehicle which the kid market is very conversant with is television. Television viewing by children has been increasing at an exponential rate over...

With brands assuming an important and all-encompassing position in the marketplace today and with... more With brands assuming an important and all-encompassing position in the marketplace today and with the excessive proliferation of me-too products, marketers have recognised the need to create a distinct personality for a brand so that it stands adequately differentiated in the market. This study tests the applicability of Jennifer Aaker's (1997) brand personality scale in the Indian context and identifies significant similarities and differences in brand personality perceptions. Focus groups were used to identify the product categories and brands to be used in the study. Thereafter, Primary Component Analysis was used to isolate the factors (personality dimensions) for each brand. Data were collected using self-administered questionnaires. The study used just four product categories. Further studies could increase the number of product categories and brands to widen the scope of study.

With smartphone-based social science research gathering attention, it becomes captivating to stud... more With smartphone-based social science research gathering attention, it becomes captivating to study how psychological factors viz., personality & lifestyle can predict the liking of a person’s mobile phone operating system. For this two major mobile operating system, iOS & Android were chosen. To study personality Big five factor model, containing 44 items was used & for lifestyle, a lifestyle instrument consisting 19 items was used. For the purpose of this study a sample of 216 was collected which was tested using binary logistic regression to predict the user’s preference. The model came out with a very minute statistical differences with just one factor of personality, i.e., conscientiousness showing a significant result. These tiny differences still provides some useful information about the users which has an implication for researchers specifically working in the area of Computational Social Science.

International Journal of Scientific & Technology Research, 2019

The aim of the study is to empirically examine adoptive concerns of shoppers who use mobile phone... more The aim of the study is to empirically examine adoptive concerns of shoppers who use mobile phone as a mode of shopping and to understand this Technology Acceptance Model (TAM) and Theory of Diffusion of Innovations (DOI) were used. The research also tries to moderating effect of generation on antecedents and dependent variable. Research Methodology-A sample of around 315 respondents were drawn and selfadministered survey data was collected. To determine the relationship among the antecedents and to validate our research model statistical tools like CFA, SEM was used and to check the moderating effect PROCESS version 3.3 by Andrew .F Hayes was used. Findings-Current study reveal that perceived usefulness, perceived ease of use and personal innovativeness creates a positive impact on the adoption of mobile shopping whereas price is negatively impacted and it is found that perceived risk does not create any impact on mobile shopping adoption. Study also showed the existence of the moderating effect of generation on personal innovativeness. Practical implications /limitations-Findings of the study enlighten mobile shopping service providers and mobile retailers who are involved in this digital business. The authors also try to compare the adoption of mobile shopping Generation X and Generation Y to see the effect on adoption, which provides understanding to develop marketing strategy accordingly. Limitations of the study are restricted to sample size in Indian context only. In future scope can be improved by testing the same model at the global level. Originality/value-The study provides a theoretical and practical understanding of adoptive concerns of the mobile shoppers considering-Price‖ as one of the important variables which is less used in the field of mobile shopping and also finds the moderating effect of generation

The International Journal of Knowledge, Culture, and Change Management: Annual Review