Faculty Publications
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Publications by NITK Faculty
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Item He Said, She Said: Understanding Gender Variances in Factors Influencing Cognitive Dissonance in Online Shopping of Electronic Products(Emerald Publishing, 2025) Haritha, S.; Mohan, B.C.This study investigates the factors influencing cognitive dissonance in the context of consumer behavior within the electronic product category. A comprehensive literature review was conducted to identify key factors associated with cognitive dissonance, including trust, choice difficulty, and perceived risks. The primary objective of this research was to assess whether these factors differ based on gender. To achieve this, an analysis of variance (ANOVA) was employed to examine the influence of gender on each of the identified factors. Contrary to expectations, the results revealed that none of the factors -trust, choice difficulty, or perceived risks -varied significantly between male and female participants. This finding suggests that gender may not play a pivotal role in shaping cognitive dissonance in this particular product category. The study contributes to a deeper understanding of cognitive dissonance by reinforcing the importance of trust, choice difficulty, and perceived risks as influential factors, while highlighting the lack of gender-based differences in these influences. The results provide valuable insights for marketers and consumer behavior researchers aiming to tailor strategies that reduce cognitive dissonance in electronic product purchases. Further research is recommended to explore other potential variables influencing cognitive dissonance across different product categories and consumer demographics. © 2026 Dhishna Pannikot. All rights reserved.Item Gender Dynamics in Social Commerce: Shaping Platform Preferences and Shopping Behavior(Emerald Publishing, 2025) Dhaigude, S.A.; Mohan, B.C.This study explores the role of gender in shaping social commerce (SC) shopping behavior and outlines five key propositions. As SC platforms like Instagram, Facebook, YouTube, Snapchat, TikTok, and WhatsApp gain prominence, understanding how gender impacts consumer preferences, engagement, and purchasing decisions is crucial for businesses and mar-keters. The study proposes five key propositions based on the literature review to understand better how gender dynamics affect consumer behavior in the evolving SC landscape. © 2026 Dhishna Pannikot. All rights reserved.Item Customer experience in social commerce: A systematic literature review and research agenda(John Wiley and Sons Inc, 2023) Dhaigude, S.A.; Mohan, B.C.Social commerce (SC) is an upcoming trend that has changed the online shopping experience by allowing e-retailers to develop long-term relationships with customers and increase sales. Empowered by Web 3.0, SC offers many-to-many interactions, enhancing the quality and quantity of social interaction related to the seller–customer, information searches, and product/service delivery. The customer experience (CEX) has been well developed both in the online and offline contexts. However, limited attention has been paid to examining CEX in the SC setting. This study aims to conduct a systematic review of the literature to develop a conceptual framework exploring both the antecedents and consequences of CEX in the SC setting. In the process, we make three significant contributions to academia and practice. First, the study contributes to our understanding of CEX in the context of SC. Second, it proposes a conceptual framework by identifying antecedents of CEX and potential consequences using the consumer culture theory. Finally, it highlights a subject relevant to academia and practice while proposing recommendations for further research. © 2023 John Wiley & Sons Ltd.Item An integration of information communication technologies and entrepreneurial ventures: a bibliometric analysis and future research directions(Emerald Publishing, 2025) P, A.; Mohan, B.C.Purpose – This study outlines the key research areas, recent trends and future research directions in information communication technologies (ICTs) enabled entrepreneurship, as research activities on ICTs in entrepreneurship have gained significant momentum in recent decades, driven by technological advancements and business innovativeness. Design/methodology/approach – In this paper, we used a bibliometric systematic literature review, including citation, co-citation and keyword analysis of 182 documents published from 2005 to 2024 and exported from the Scopus and Web of Science (WoS) databases. We have also utilized bibliometric coupling analysis to determine emerging themes in this area. Findings – The most productive year was 2023, and the most productive journal, institute and country are the “Journal of Small Business and Enterprise Development, ” “Beijing University of Posts and Telecommunications” and the UK, respectively. The “Journal of Enterprise Information Management” is the most influential journal. A future research direction is proposed based on the six emerging clusters and identified gaps. Research limitations/implications – The study is based on the exclusive use of the Scopus and WoS databases, which could be expanded to other databases. Only articles were considered, excluding book chapters and conference papers. Originality/value – The study is distinctive as it recognizes the intellectual structure and advancement in ICT-enabled entrepreneurship. By comprehensively reviewing the existing literature, the study proposes a novel conceptual framework to serve as a foundation for future studies, offering significant insights for academics and practitioners to navigate the evolving landscape of this area. © 2025 Emerald Publishing LimitedItem Brand equity and business performance : Towards a conceptual framework(Associated Management Consultants Pvt. Ltd. editor@indianjournalofmarketing.com, 2013) Mohan, B.C.; Sequeira, A.H.A Brand is considered to be one of the most important intangible assets of any business. Companies spend a considerable amount of their revenue and time on brand building activities. In this scenario, there arose a need for the justification of brand building activities. Brand equity and business performance are the two concurrent topics of interest to both managers and academicians. This study examines the relationship between brand equity and business performance in the Fast Moving Consumer Goods (FMCG) industry. By understanding the dimensions of brand equity, the study focuses on the important contributors to brand equity. This article focuses on the studies establishing the relationship between brand equity and business performance, in which brand equity dimensions, i.e. - brand awareness, brand loyalty, perceived quality and brand associations - are related to business performance. Building on existing conceptual and empirical data, a conceptual framework of such a relationship was developed. The proposed framework can serve as a reference framework to leverage the business performance in the brand management process.Item The impact of customer-based brand equity on the operational performance of FMCG companies in India(Elsevier Ltd, 2016) Mohan, B.C.; Sequeira, A.H.Measurement of brand equity has posed a big challenge to the companies in the Indian fast moving consumer goods (FMCG) industry. This paper investigates the impact of brand equity on the operational performance of businesses in the Indian FMCG industry. The research study adopts descriptive and exploratory approaches. The results indicate that there is correlation between brand equity and operational performance of business. The practical implications of the findings are that brand equity has to be effectively managed for improved operational performance of business. © 2016.Item Brand value proposition for bank customers in India(Emerald Group Publishing Ltd. Howard House Wagon Lane, Bingley BD16 1WA, 2017) Moorthi, Y.L.R.; Mohan, B.C.Purpose: The purpose of this paper is to relate the customer value proposition offered by a bank with its structure of ownership. Design/methodology/approach: The study adopted a combination of exploratory and descriptive approaches. The attitudes and opinions of bank customers were gauged through a survey. Based on literature, a pool of items was identified to measure the construct of value proposition. It was hypothesized that different types of banks in India are chosen for different benefits offered by them. The relationship between value proposition and its constituent variables functional, emotional and self-expressive benefits was analyzed using multiple regression. Findings: Results prove that while self-expressive benefits drive the choice of foreign banks (FBs), functional benefits are important for all types of banks. Research limitations/implications: The research intends to study only the perceptions of customers having an account in Indian public sector banks, private sector banks or FBs. Practical implications: The study helps to relate the type of bank (public, private or foreign) a customer chooses, with the value proposition it offers. Using this study, banks can configure the value proposition that is appropriate for their target segment. Originality/value: The paper examines the value proposition offered by the three different types of banks (public, private and foreign) empirically. It links bank choice of the customer to the benefit assortment offered by different types of banks. © 2017, © Emerald Publishing Limited.Item Consumer behaviour in fortified food choice decisions in India(Emerald Group Publishing Ltd. Howard House Wagon Lane, Bingley BD16 1WA, 2017) Shamal, S.; Mohan, B.C.Purpose: The purpose of the conceptual paper was to identify diverse factors that had an impact on the purchase decision of fortified foods and beverages (FFB), and the specific aim was to critically review the role of consumer health consciousness and the labelling aspects of the acceptance of FFB. Design/methodology/approach: The study was based on a systematic and extensive review of literature, which had been carried out by searching electronic databases focusing on the different factors influencing consumer acceptance of health foods from the year 1975 to 2016. Findings: Based on the extensive review of literature, the study identified important factors that had influenced the consumer acceptance of FFB. Further, the study has proposed an integrated FFB acceptance model for the Indian health food market. Research limitations/implications: The proposed conceptual model of consumer acceptance of FFB needs to be empirically tested. Therefore, researchers are encouraged to test the proposed propositions further. Practical implications: The proposed consumer acceptance model can act as a guideline to the marketers to segment and position their food products successfully. Moreover, the study will also help the health policymakers to form and execute the required policies to augment the public health. Originality/value: Given that there was a lack of information about buyers and non-buyers of functional/FFB in India, the research study can be taken as a starting point upon which other studies that investigate the attitudes and the purchasing behaviour of consumers of FFB can be built. © 2017, © Emerald Publishing Limited.Item Consumer acceptance of branded fortified foods and beverages in India: Towards a conceptual framework(Associated Management Consultants Pvt. Ltd. editor@indianjournalofmarketing.com, 2019) Shamal, S.; Mohan, B.C.Purpose: Consumer response to food products is an extremely complex and rapidly evolving field. The prime purpose of this conceptual paper was to explore the impact of different factors on the consumer acceptance of branded fortified foods and beverages (FFBs) in the Indian food market. Methodology: The study was grounded on extensive review of literature. The study has explored insights on the significant variables which had a substantial contribution towards consumer acceptance of FFBs. Originality: It was identified that a clear dearth of research studies regarding consumer acceptance of FFBs is still missing in India. In the Indian context, the present study is the initial one of its kind and tried to address this research gap and developed a conceptual framework for consumer acceptance of FFBs. Findings: The intense review of literature led the study for identifying the contributing elements on consumer acceptance of FFBs. Accordingly, a unified conceptual framework of consumer acceptance has been proposed for the Indian FFBs market. Limitations: The study is limited to a conceptual understanding of consumer acceptance of branded FFBs in the Indian context. The consumer acceptance model proposed in the study was purely grounded on the review of past literature. Practical Implications: The model developed in the study can be a direction to the fortified food industry to fragment and position their offerings effectively to mould a healthy generation. Future Research Directions: This study discussed the various determinants of consumer acceptance. Empirical research studies are recommended to test and validate the proposed propositions. © 2019, Associated Management Consultants Pvt. Ltd.. All rights reserved.Item Cognitive, affective and conative concepts as an antecedent to parental and child purchase influence strategies-observational evidences(Inderscience Publishers editor@inderscience.com, 2020) Anitha, P.; Mohan, B.C.The paper explores the concepts of cognitive, affective and conative theory of mind in generation of child influence strategies and its usage by parents and children during a purchase interaction. The paper is an innovative study with real-time observations on parent adolescent clusters in a retail setting. The observed data was coded using R software and analysed using interpretive phenomenological analysis. The results show that a particular state of mind generates a specific influence strategy. When an adolescent uses a particular influence strategy during a purchase the parent majorly uses the same influence strategy to counter the claims. The findings suggest that the focal point of marketers should be on communicating the value and uniqueness of a product which are often remembered by adolescents. Marketers should come up with innovative marketing strategies which reinforces the cognitive, effective and conative state of minds in young consumers. © © 2020 Inderscience Enterprises Ltd.