Gopala Ganesh

Effects of partitioned country image in the context of brand image and familiarity: A categorization theory perspective

This article examines the effects of brand image country image and familiarity with both brand and country on consumer evaluation of binational brands. Specifically two sub‐constructs of country image: overall image and product specific image and three different types of familiarity: product familiarity brand familiarity and country familiarity are identified and utilized. Hypotheses based on categorization theory are developed and tested using a mail survey of a random sample of US households. The study shows that product specific image plays a mediating role between overall country image and consumer evaluation. With product and brand familiarity moderate familiarity consumers utilize country‐of‐origin information less than low or high familiarity consumers. Likewise with country familiarity low familiarity consumers rely more on country‐of‐origin information than high familiarity consumers.

Services purchased at brick and mortar versus online stores, and shopping motivation

Purpose – This study seeks to explore the idea that consumers select a particular shopping mode – i.e. bricks and mortar versus online outlet – based on their perceptions about whether a product or service is best bought from one or the other. It aims to posit that this perception is associated with the importance allocated to various shopping motivation dimensions.Design/methodology/approach – Data for this study were collected using a self‐administered mail survey from 689 internet‐enabled US households. They represent a 28 percent response from 2,500 households that received the survey. Extensive non‐response analysis ruled out serious bias in the data.Findings – The results from this empirical study suggest that different shopping motivations indeed influence perceptions of service type and shopping mode congruence differently. In addition, the results also suggest that services are more likely to be associated with the online shopping mode, whereas more tangible products are likely to be associated w...

Higher Education Institutions: Satisfaction and Loyalty among International Students

This study empirically investigates the relationship between satisfaction with educational service augmenters and consumer loyalty within the context of the international student market. An enhanced state of consumer satisfaction, also labeled as delight, is captured by focusing on service augmenters that fall outside the domain of the core educational service. The results indicate that while satisfaction with the augmenters does determine consumer loyalty, the augmenters that enhance the delivery of the core seem to have the strongest impact on consumer loyalty. Apart from research implications, the findings have interesting managerial implications, especially for administrators in educational institutions and policy makers associated with U.S. higher education.

Impact of Domestic Recession on Export Marketing Behaviour

Why does a recession in the domestic market lead to a modification of the firm′s export marketing behaviour? Based on an empirical study which investigated the behaviour of United States exporters during the 1980‐82 recession, evidence is provided which suggests that many firms which were adversely affected by the recession intensified their exports, and that these firms significantly modified their export marketing activities. The evidence also suggests that exporting firms change their export destinations during recessions. Finally, the factors which facilitated and inhibited export expansion during the recession are also examined.

Spousal influence in consumer decisions: a study of cultural assimilation

Spousal influence in the decision‐making process for purchasing consumer goods has been extensively investigated in the academic literature. There have been few studies, however, that have looked at this issue in a cross‐cultural context, especially that of cultural assimilation. Reports the results of a cross‐cultural study of consumer decision making for 16 product categories across three different household samples: US nationals, Indian US immigrants, and Indians living in India. Two major conclusions emerge: the three groups differ significantly in extent of spousal influence: and, in general, the immigrant group is found to be positioned between the American nationals and the culture they left behind, lending credence to acculturation/assimilation theories.

The effects of obtaining one's preferred service brand on consumer satisfaction and brand loyalty

Purpose – The purpose of this study is to focus on the feeling associated with being rejected by the preferred service brand, and its effect on consumer assessment of the alternate brand.Design/methodology/approach – The data were collected using a self‐administered questionnaire in the context of higher education services targeted at the international market.Findings – Consumers who do manage to get their preferred service brand tend to be more satisfied with the features of the obtained brand and exhibit higher levels of brand loyalty towards that brand. In comparison, consumers who end up with a service brand that is not their first choice seem to have lower levels of satisfaction with and loyalty towards the obtained brand.Research limitations/implications – A key limitation of this study is the sampling frame. Future studies should replicate this study in different service and product contexts and with different target population. In addition, the disconfirmation of expectations or desires within the...

Using Simulations in the Undergraduate Marketing Capstone Case Course

This paper discusses the implementation of an innovative, team-based simulation in the marketing Capstone Case Course (CCC) at a large public university in the U.S.A. While simulations have been around for long, the experience reported here is unique because of its implementation and custom resources. Here, the simulation is a dynamic case project, engaging the students in a real-life-like situation and it attempts to improve their decision-making techniques and skills. The overwhelmingly positive feedback from the students is evidence of the success of this approach and its project. The adoption of this approach in other teaching institutions is strongly recommended.

Are Face-to-Face Classes More Effective Than Online Classes? An Empirical Examination

Using data from a unique undergraduate marketing math course offered in both traditional and online formats, this study looks at four dimensions of course evaluation: overall evaluation, perceived competence, perceived communication, and perceived challenge. Results indicate that students rate traditional classes better on all four dimensions. However, the relationships between outcome variables (overall evaluation and perceived competence) and controllable variables (perceived communication and challenge) remain consistent across both formats. Perceived competence and perceived communication are positively associated with overall evaluation of the course. While perceived challenge has no significant relationship with overall evaluation, it is positively associated with perceived competence.

The Marketing Research Course as Taught in U.S. Business Schools

This article describes the Marketing Research course, as taught in U.S. business schools. The results are based on responses by 229 faculty members at AACSB schools who have taught this class. The article presents, in substantial detail, the scope and depth of topics covered and the different types of assignments used. In addition, use of computer software to teach Marketing Research and availability of computer resources are discussed in substantial detail.

Outshopping Through the Internet: A Multicountry Investigation

ABSTRACT From the viewpoint of trade leakage for local retailers, Internet shopping bears a similarity to traditional outshopping, in the tendency to shop outside the consumers immediate shopping areas. Yet, the relationship between consumer outshopping−related characteristics and preference for Internet shopping has received little, if any, research attention. We investigate this relationship using survey data from consumers in three countries—the United States, India, and Korea. According to the results, consumer in-home shopping proneness and perception of time pressure are positively related to consumer preference for Internet shopping mode. In contrast, consumer support for local shopping and orientation toward time management are negatively related to Internet shopping preference. Other findings and managerial implications are also reported.