15th Nasmei International Marketing Conference 2021

21 & 22 December 2021

Inaugural Session: 09:30 – 10:45am

 Welcome address
Dr. Suresh Ramanathan - Dean & Principal of Great Lakes Institute of
Management, Chennai.

 Keynote address
Dr. Arvind Rangaswamy - Distinguished Professor of Marketing at Penn
State University, USA.

Tuesday 21 December 2021

SESSION 2A (Luxury /Consumer Behaviour)
11:00am – 12:30pm

Amplifying the effectiveness of Luxury Brand based Influencer Marketing on Instagram in

India

Manvi Gupta, Shreya Talur & Sanaah Khurana

Shiv Nadar University, Uttar Pradesh

Exploring The Factors Influencing Online Shopping for Luxury Products: An Empirical
Study with Respect to Indian Luxury Market

Suman Si & Rakesh Mohan Joshi

Indian Institute of Foreign Trade

Who are they? A Segmentation study of customers of luxury in India

Varuna Newatiya & Richa Agrawal

Indian Institute of Technology Madras

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 SESSION 2B (Miscellaneous)
11:00am – 12:30pm

Minimalistic Consumption and Marketing: A Bibliometric Analysis

Shreya Jha, Vaibhav Sharma & Priyanka Singh

Delhi Technological University, New Delhi; O.P. Jindal Global University, Sonepat; University
of Memphis, Memphis

Complex Network Analysis for Sales Forecasting

Janakiraman Moorthy
Purdue University, West Lafayette, USA

Income Effect of Food Subsidy in Improving Well Being

Ankit Singh, Vedha Ponnappan & Prakash Satyavageeswaran

Indian Institute of Management, Udaipur

SESSION 2C (Consumer Behaviour)

11:00am – 12:30pm

Consumer Embarrassment: Evidence from Emerging Economies

Vaishali Sangwan & Moutusi Maity

Indian Institute of Management, Lucknow

Determinants of factors of brand and channel relationship and its impact on the propagation
of brand by channel: Evidence from FMCG Sector

Abhisek Anand & Suresh. A.S

Christ University, Bangalore

The Psychology of Distancing: Understanding Psychological Drivers of Social Distancing

Behaviors

Priya Narayanan
Indian Institute of Management, Kozhikode

12:30pm – 01:15pm – Lunch Break

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 SESSION 3A (Literature Review)
01:15pm – 02:45pm
A Literature Review on Sonic Branding
Ankita Sahai
Indian Institute of Management, Indore

A Systematic Literature Review on Marketing Capabilities and its Impact on Firm

Performance

Sarita Uniyal, Prakash Satyavageeswaran & Ashish S. Galande

Indian Institute of Management, Udaipur

The Power of Social Media Influence in shaping political affiliations

Shilpa Desai
Indian Institute of Technology, Mumbai

SESSION 3B (Behavioural Economics)

01:15pm – 02:45pm

Pricing Cola and Fries: Unfairness Perceptions due to Decoy Effect and Compromise Effect
Pricing

Sunny Vijay Arora, Harsh Sanjay Pandita & Bhavika Vaishnavi

S. P. Jain Institute of Management and Research, Mumbai; Sardar Patel Institute of Technology,
Mumbai

Pricing iPhone Variants: Effect of Extremeness Aversion and Relative Prices on Choice

Sunny Vijay Arora, Harsh Sanjay Pandita & Bhavika Vaishnavi

S. P. Jain Institute of Management and Research, Mumbai; Sardar Patel Institute of Technology,
Mumbai

The impact of out-of-stock alternatives on choice of other options

Pravesh Kumar Padamwar

Indian Institute of Management, Sambalpur

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 SESSION 3C (Sales/B2B Marketing)
01:15pm – 02:45pm
Influence of Jilting on Sales Performance: A Conservation of Resource Theory Approach
Aditi Sharma & Sridhar Guda
Indian Institute of Management, Kozhikode

A study in effect of customers' gratitude on salesperson extra role behavior with respect to
relationship continuance commitment

Juhi Srivastava, Shalini Nath Tripathi

Jaipuria Institute of Management Lucknow

Impact of Information Specificity on Crowdfunding

Ankit Singh
Indian Institute of Management, Udaipur

02:45pm – 03:00pm - Break

SESSION 4A (Consumer Behaviour)
03:00pm - 04:30pm

Factors influencing Adoption of Self-Help Books Among Young Adults: An Exploratory

Study

Anagha Shukre
Symbiosis Centre for Management Studies, Noida

Cashbacks ‘In the nick of time’: Consumers’ Sensitivity to Promotion Delays and Impact on
Promotion Judgments

Rashmi Kumari, Aruna Divya Tatavarthy & Arvind Sahay

Indian Institute of Management, Amritsar

Smaller Becomes Cheaper? Visually De-Emphasizing Brand Information Reduces

Consumers’ Willingness to Pay

Priya Narayanan & Arvind Sahay

Indian Institute of Management, Kozhikode; Indian Institute of Management, Ahmedabad

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 SESSION 4B (Retailing & Marketing Strategy)
03:00pm - 04:30pm

Determinants of factors of brands and distribution channel and its combined impact on
channel motivation: A perspective on ready to cook sector

Hariss. P & Suresh. A.S

Christ University, Bangalore

Factors influencing value chain efficiency and its impact on Channel conflict: A Perspective
on Consumer durable industry

Suresh. A. S & Vishnupriya.P

Christ University, Bangalore

Market-based strategies

Nagasimha Balakrishna Kanagal

Indian Institute of Management, Bangalore

SESSION 4C (Travel & Tourism)

03:00pm - 04:30pm

Theoretical frame work of online travel reviews adoption factors and behavioral intentions of
travelers on social media

Jasveen Kaur & Joban Jeet Kaur

Guru Nanak Dev University, Amritsar

Impact of e-WOM on Perceived Usefulness: A Study in the Context of International Tourism

Savitha Nair & N A Ponnila Harshavardhini

PSGR Krishnammal College for Women, Coimbatore, Tamil Nadu

Impact of cultural distances on online reviews

Rahul Srinivasan, Prakash Satyavageeswaran, & Bharadwaj

Indian Institute of Management, Udaipur; University of Georgia

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 Wednesday, 22th December 2021 (09:30- 11:00am)
SESSION 1A (Meet The Editors)
09:30am- 11:00am
Naveen Donthu

Distinguished University Professor | Georgia State University Vachel Penn baker Research
Chair | Robinson College of Business Kenneth L. Bernhardt Distinguished Department Head |
Department of Marketing.

Justin Paul

Professor, University of Puerto Rico and Distinguished Professor, IIM, Kozhikode, Editor in
Chief, International Journal of Consumer Studies

Shrihari Sridhar

Joe Foster' 56 Chair in Business Leadership, Professor of Marketing

Presidential Impact Fellow, Chancellor's EDGES Fellow, Research Director, Reynolds and
Reynolds Sales Leadership Institute. Editor- in-chief Elect, Journal of Marketing

11:00am – 11:15am Break

SESSION 1B (Hotels / Restaurants)
11:15am – 12:45pm
Loyalty better than Royalty Manifestation of Restaurant Loyalty as a function of stores cape in
an Indian context

Booshnam Dinakaran & Anbumathi. R

Great Lakes Institute of Management, Chennai

Stated Choice Behavior Regarding Green Hotels: A Stimulus-Organism-Behavior-

Consequence (SOBC) Perspective

Parvinder Arora & Sigma Soni

MICA, Ahmedabad

Exploring incivility and voice behaviour in quick service restaurants

Madhan Kumar, Shameem Shagirbasha, & Juman Iqbal

NSB Academy, Bangalore; Great Lakes Institute of Management, Chennai; University of
Kashmir

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 SESSION 1C (Internet Marketing)
11:15am – 12:45pm
Consumer Boycotts on twitter: Visualization using semantic networks

Angeline Gautami Fernando & Anu C Haridasan

Great Lakes Institute of Management, Chennai; Saint Gist Institute of Management, Kerala
.
The effects of discount level, rating and deal proneness on customer’s purchasing intention

Manish Kumar
Indian Institute of Management, Indore

A Managers Conundrum: Changing Preferences of Consumers Online Retail Platform

Selection Post-Pandemic: A Grounded Theory Approach

Robin Roy & Ateeque Shaikh

Indian Institute of Management Jammu

SESSION 1D (Services Marketing)

11:15am – 12:45pm
The Effects of Perceived Service Recovery Efforts on Consumer Behavioral Intentions

Madhan Kumar & Shameem Shagirbasha

NSB Academy, Bangalore, Great Lakes Institute of Management, Chennai

Fake News: Impact on Digital Banking Adoption and Usage

Radha Govind Indwar & Mayank Jyotsna Soni

Indian Institute of Management, Ranchi

Baby Boomers’ OTT Rush-Older Customers on New Platforms

Ruby S Chanda & Tajamul Islam

Symbiosis Institute of Management Studies, Pune

12:45pm – 01:30pm – Lunch

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 SESSION 2A (Miscellaneous)
01:30pm – 03:00pm
Factors that influence sustainable product adoption- A Case of E-vehicles
Rammyaa. M, Rajeshwari. K & Pavithra .M
Great Lakes Institute of Management, Chennai

Factors influencing consumer adoption of e-learning systems

Shameem Shagirbasha & Juman Iqbal

Great Lakes institute of Management, Chennai, University of Kashmir

E-learning and English in India: Motivational Dynamics of Pursuing ELT

Junaid Mohammed
Shiv Nadar University

SESSION 2B (Bala and Vasantha Balachandran Research Grant)

01:30pm – 03:00pm
Tight and Eco-Unfriendly? Mindsets Shaped by Cultural Tightness Decrease Sustainable
Consumption

Tanvi Gupta, Reetika Gupta & Malobi Mukherjee

Indian Institute of Management, Udaipur; ESSEC Business School, Singapore; James Cook
University, Singapore

Cracking the Coupon Code: How Promo codes affect consumer behaviour?

Sanjeev Tripathi, Alisha Dhal & Sudipta Mandal

Indian Institute of Management, Indore

All for a good cause: A study of the placement of online cause-related marketing
advertisements in the consumer’s decision journey

Arpita Pandey
Indian Institute of Management, Bangalore

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 SESSION 2C (Raj Sethuraman NASMEI Research Grant)
01:30pm – 03:00pm
Impression for Expression: Artificially Intelligent Virtual Agent and Customer-Brand
Intimacy

Priya Premi
Indian Institute of Management, Kozhikode

Look into My Eyes…You will Eat as I Say: Can Anthropomorphized Food Activate
Nonconscious Health Goal Pursuits?

Ria Mishra & Ritu Mehta

Indian Institute of Management, Calcutta

How Vague Versus Precise Date in a Pre-Launch Advertisement Impacts Temporal

Judgments and Product Evaluations

Sukriti Sekhri & Arvind Sahay

Indian Institute of Management, Ahmedabad

SESSION 2D (Consumer Behaviour)

01:30pm – 03:00pm

Power Shifts Between Couples in Household Decision Making

Ashita Aggarwal
S.P. Jain Institute of Management and Research, Mumbai

Motives for Migration from theatres to OTT: A PPM approach

Umayal Karpagam, Angeline Vilma, Booshnam Dinakaran, V. Prasanna

Great Lakes Institute of Management, Chennai