Browsing Journal Articles by Author "Roy, Subhadip"
Now showing items 1-12 of 12
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Celebrity co-creator or celebrity endorser? Exploring mediating and moderating factors in Marcom decision
Roy, Subhadip; Mishra, Aditya Shankar; Bailey, Ainsworth Anthony (WILEY, 2023-12-19)The present research delves into the concept of celebrity co‐creation from theconsumer behavior perspective. It explores the impact of the degree of a celebrity'sinvolvement with a brand (celebrity as an endorser vs. ... -
Celebrity co‐creator or celebrity endorser? Exploringmediating and moderating factors in Marcom decision
Roy, Subhadip; Mishra, Aditya Shankar; Bailey, Ainsworth Anthony (Wiley, 2023-12-19)The present research delves into the concept of celebrity co‐creation from the consumer behavior perspective. It explores the impact of the degree of a celebrity's involvement with a brand (celebrity as an endorser vs. ... -
Celebrity endorsements in destination marketing: a three country investigation
Roy, Subhadip; Dryl, Wioleta; Gil, Lucianade Araujo (Tourism Management, 2020-09-07)The present study extends research on the role of celebrity endorsements in destination marketing by exploring various facets of the effect of celebrity endorsements in destination marketing on the consumer. More specifically, ... -
Celebrity endorsements in emerging markets: Align endorsers with brands or with consumers?
Roy, Subhadip; Guha, Abhijit; Biswas, Abhijit; Grewal, Dhruv (Springer, 2019)This paper investigates country-of-origin (CO) effects as they relate to celebrity endorsements. Across multiple studies in emerging markets, the authors show that consumers’ evaluations depend on the match between (1) ... -
The changing portrayal of children in Indian advertisements: a comparative study of the three decades
Roy, Subhadip; Choudhary, Sharuti (Emerald, 2022-05-17)Purpose – This study aims to analyse the roles in which children have been portrayed in advertisements over three decades (1990–2000, 2000–2010 and 2010–2020) and what have been the changes in the portrayal of the children, ... -
Construction, validation and generalization of SERVSTRESS: a measure for service induced customer stress
Roy, Subhadip; Jain, Varsha (European Journal of Marketing, 2020-09-22)Purpose The purpose of this study is to construct and validate a generalizable scale to measure service induced perceived stress for customers of personal services with a high level of intangibles having both online and ... -
Developing an emic scale to measure ad-evoked nostalgia in a collectivist emerging market, India
Jain, Varsha; Merchant, Altaf; Roy, Subhadip; Ford, John B. (Journal of Business Research, 2019-06)Although there has been recent interest in the measurement of advertising-evoked nostalgia, the dimensionality and generalizability of the related scales are restricted to the national/cultural boundaries of Western nations. ... -
Exploring the culture-creativity-innovation triad in the handicraft industry using an interpretive approach
Roy, Subhadip; Mohapatra, Subhalaxmi (Elsevier, 2023-02)Researchers have independently studied the roles of culture, creativity, and innovation in the domain of handicrafts. In the present study, we aimed to understand the linkages between the three constructs in the same sector. ... -
I “showroom” but “webroom” too: investigating cross-shopping behaviour in a developing nation
Roy, Subhadip; Sharma, Kirti; Choudhary, Sharuti (Emerald, 2022-07-06)Purpose: The concepts of showrooming and webrooming have been well researched but majorly from the marketing/economic perspectives. The present study explores the socio-psychological motivations and different types of ... -
The olfactory experience (in retail) scale: construction, validation and generalization
Roy, Subhadip; Singh, Priyanka (Emerald, 2022-07-14)Purpose: Measurement scales for sensory experience in retailing exist for sight, touch and sound. In the present study, the authors aim to develop the olfactory experience (OEX) scale in the context of retailing. Design ... -
Physimorphic vs. Typographic logos in destination marketing: Integrating destination familiarity and consumer characteristics
Roy, Subhadip; Attri, Rekha (Elsevier, 2022-04-16)Research on the effectiveness of destination logos is sparse. The present study introduces the idea of physimorphic (nature resembling) logos and explores its effectiveness on the tourist vis a vis non-physimorphic or ... -
Service quality versus service experience: an empirical examination of the consequential effects in B2B services
Roy, Subhadip; Sreejesh, S; Bhatiac, Sandhya (Elservier, 2019-02-28)The present study investigates the role of service experience in B2B services vis-a-vis service quality. In particular, the study addresses the question: how do the relative effects of service quality versus service ...