Great Lakes Institute of Management The 11th NASMEI CONFERENCE 2017 An International Marketing Conference in India 22nd & 23rd December, 2017
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NASMEI Conference 2016

10th Annual NASMEI International conference

  • Organized by the Kotler Srinivasan Center for Research in Marketing, NASMEI is one of Asia’s finest Marketing conferences
  • A doctoral workshop was conducted by eminent researchers

Great Lakes Institute of Management hosted its 10th NASMEI (North American Society for Marketing Education in India) annual conference at its Chennai campus on December 23rd& 24th, 2016. The conference was organized by Great Lakes - Kotler Srinivasan Center for Research in Marketing.

NASMEI Conference 2016The two day conference began with the inaugural ceremony presided by the key note speaker Dr. Suresh Ramanathan, David R Norcom’73 – Professor at Mays Business School, Texas A&M University. Dr. Bala V Balachandran, Founder, Dean and Chairman of Great Lakes joined the conference proceedings and addressed the participants through a video link. Dr. Vaidy Jayaraman, Associate Dean, Great Lakes Institute of Management, Chennaiand Dr.Bharadhwaj S, Co-Chair of NASMEI were among the other dignitaries present at the event.

Around 120 delegates comprising of professors and doctoral students from leading national and internationals schools like University of Kansas, Texas A&M University, Curtin University- Australia, University of Arizona, Washington University, Penn State Abington, IIMs, IITs, ISB – Hyderabad, SIBM, NIT, participated in the event and will be presenting their research papers . NASMEI is aimed to discuss and prepare the myriad of trends, emerging changes and challenges disrupting the marketing industry.

Welcoming the gathering over a live video conference and highlighting on Great Lakes plans in terms of Research, Dr Bala V Balachandran, Founder, Chairman & Dean, Great Lakes Institute of Management said, “Research is more important in any marketing field and thus, Great Lakes will soon be launching doctoral programs to aid quality research and publications. Great Lakes being ranked 2nd in the country in Research productivity is a testament to the quality of our faculty pool.”I wish the 10th edition of NASMEI a great success and I am positive that the participants will have a great learning experience, he concluded.

NASMEI Conference 2016Talking about the future of consumer behaviour and the strong need of being innovative in research, key note Speaker Dr. Suresh Ramanathan, David R Norcom’73 – Professor at Mays Business School, Texas A&M University said, “The biggest dilemma that researchers around the world today face is the fear of being seen as not innovative enough and hence it is imperative that we address this issue. Further talking about why it is important to be innovative researchers, Mr. Suresh Ramanathan opined that it’s the only way research scholars can survive. “When I evaluate a research paper, I want it to be less fluent, filled with counter-intuitive or surprise findings and the paper should shed a new light on an existing problem”, he added.

The 10th NASMEI Conference had insightful research papers presented on the evolving trends in Marketing across various industries and countries. The presentations included diverse marketing topics like Nostalgia Advertising and Consumer-brand Relationship, Exploring the influence of online pricing strategies, Emotional intelligence on Marketing, Machine Learning Approaches to Modeling Category Sales,Employee Brand Equity, consumer arbitration among many others. The event also offered delegates with the best networking opportunities, Q&A’s with guest speakers and open discussions, thus contributing to everyone’s learning.

Another key highlight of the 10th NASMEI conference isthe Doctoral Workshop on research methods for doctoral students (PhD/FPM/Exec PhD/Exec FPM) that was conducted from 26th – 30th December at Great Lakes Campus. The content of this workshop was unique and, the material covered in this programme were not covered in Indian b-school FPM/PhD curricula. The anchor faculties who hosted the workshop, are all marketing academics of Indian origin, are globally renowned, extremely well-published and highly respected.

Time Day One : Friday, 23rd December 2016
08:30-08:50 am Welcome Kit - Reception
09:15 - 10:30 am Inaugural Session - Lake Veeranam & Lake Mansarovar
10:30- 10:45 am Tea Break
10:45-12:15 pm Lake Hussain Sagar (Consumer Behaviour) Lake Chilika (Retailing) Lake Dal (Services) Lake Pushkar (Qualitative Research) Lake Red Hills (Consumer Behaviour)
The role of hedonism, sociability and technical convenience as drivers of customer engagement among mobile app users - Uma Pricilda, Jaidev & Debora Dhanya A : VIT University, Vellore Role of retailer equity and perceived risk on private label brand attitude - Manikandan. M.K.M & Ganesan.S The Impact of Destination Competitiveness and Destination Attractiveness on Tourists' Accommodation Choice: A Study of Rural Homestays in Uttarakhand - Jones Mathew &Banasree Dey : Jaipuria Institute of Management, NOIDA, U.P When does Negative turn out to be as good as Positive (and even better)? : Impact of Celebrities' Gossip stories on their Effectiveness as Endorsers - Jayant Nasa & Tanuka Ghoshal : Indian School of Business, Hyderabad A study on antecedents and outcomes of customer perception towards luxury brands products - Swapana M & Padmavathy C : VIT University, Vellore
Nostalgia in Crisis: Understanding Nostalgia Advertising and Consumer-brand Relationship after a Crisis -Catherine Xavier : ISB, Hyderabad An Empirical Analysis of Extrinsic Cues Imitations on Buyers’ Quality Perceptions and Purchase Intentions of Private Labels - Siddhartha Sarkar & Meenakshi Rawani IIT Bombay, India & FLAME University, Pune, India Social justice in retail queues of emerging markets - Swagato Chatterjee : IIM Bangalore Do Cross-cultural Differences Exist in Online Reviews? A Thematic Analysis using Leximancer - Vartika Srivastava & Arti D. Kalro : Indian Institute of Technology Bombay & Shailesh J Mehta School of Management Examining the definitions and conceptualizations of customer experience as a construct - Jyothi Chepur : University of Hyderabad
Effect of assortment on impulse buying: An empirical research - Nidhi Iyer, Sulagna Sil, Debapriya Dey : Great Lakes Institute of Management, Chennai Mobile subsistence retailer in rural India: Issues and Challenges - Rajesh K Aithal, Satyam & Harshit Maurya IIM Lucknow Tourist perceptions of service quality: An adaption and validation of a measurement scale - Chitti Seshu J & Raja Shekhar : University of Hyderabad Exploring the influence of online pricing strategies on buying behavior - Rajat Sharma : Indian Institute of Management, Kashipur How Cultural Capital Structures Preferences for Flamboyance and Subtlety in Sensory Choices in India : Tanuka Ghoshal, Rishtee Batra & Russell W. Belk : Indian School of Business; York University, Toronto, Canada
12:15-12:30 pm Tea Break
12:30-01:20 pm Lake Hussain Sagar (Consumer Behaviour) Lake Chilika (CRM) Lake Dal (Marketing &Education) Lake Pushkar (Marketing &Mobile Phones) Lake Red Hills (Social &Rural Marketing)
Effects of Show Windows on Young Indian Female Consumers' Shopping Behavior - Uma Pricilda, Jaidev, & Rishabh Shekhar : VIT University, Vellore The complaining customers and repeat purchase behavior - Vindhyalakshmi Prasad & R.Srinivasan : Indian Institute of Science, Bangalore MBAs in the C-Suite: The Value of the Management Education of Top Executives - Kissan Joseph, Minghui Ma & Jide Wintoki : University of Kansas & Suny New Paltz A Study on Consumer Behavior of Mobile Gaming Applications Using PACMAD Model - Prasanna Mohan Raj M : Alliance University, Bangalore Public Toilet Usage by Women: A Qualitative Study - Srividya Raghavan : IFIM Business School, Bangalore
Happy is the one who judges not others, nor himself - Raj Raghunathan, Catherine Xavier & George Enxiaww : McCombs School of Business, UT Austin & Indian School of Business Emotional intelligence on Relationship Marketing: An exploratory study on banking industry - Priya S & Shenbagaraman V M : SRM University, Chennai Modes of University Technology Commercialization: A Review and Contingent Factors - Priyanka Sharma & Mishra S S : Indian Institute of Technology, Kanpur, India Are today's Indian consumers really price sensitive-A study on young consumers and their buying decisions on smart phones with reference to Bangalore City - Sivarama Manoharan & Rajendra Nargundkar : BMS College of Engineering, Bangalore Fostering rural entrepreneurship at base of the pyramid through farmer producer companies - Sandeep Rawat : Mudra Institute of Communications, Ahmedabad
1:20-2:00 pm Lunch Break
2:00 - 3:30 pm Lake Hussian Sagar (Services Marketing) Lake Chilika (Internet Marketing) Lake Dal (Consumer Behaviour) Lake Pushkar (Marketing & Mobile Phones) Lake Red Hills (Miscellaneous)
Impact of services quality on customer satisfaction in rail services - Clement Barnabas & Sivakumar : NIT-Trichy The Attenuating effect of frugality in online second hand purchases - Angeline Fernando, Bharadhwaj Sivakumaran, Suganthi L : VIT University, Chennai; Great Lakes Institute of Management, Chennai; CEG Anna University, Chennai Brand Awareness and meaning in cosmetics purchase decisions - Uma Chandrasekaran & Kerinab Beenu .G : Pondicherry University, Pondicherry Does Content Matter? The role of Latent Themes in Advertising Success - Prakash Satyavageeswaran, Sridhar Samu, Parameswaran : Indian School of Business; Great Lakes Institute of Management; &Brand-Building.com Cultural Difference in the attraction effect : The role of analytic and holistic processing - Pronobesh Banerjee, Promothesh Chatterjee & Sanjay Mishra: Penn State Abington & University of Kansas
Retracing IHIP characteristics of Services - Arti Srivastava & Subhash Jha : IIM Udaipur Social Value vs. Social Hazard: A Phenomenological study of Jim Corbett National Park - Rajat Sharma : Indian Institute of Management, Kashipur Top Down, Side Up: The Effects of Architecture of Dessert-Garnish Bundles on Consumption - Suresh Ramanathan, Nina Belei, Scott Davis & Claudia Jasmand : Texas A&M University, Radboud University, Rice University & Imperial College The Sting of Social: How Emphasizing Social Consequences in Warning Messages Influences Perceptions of Risk - Mitchel R. Murdock & Priyali Rajagopal : Utah Valley University & University of South Carolina We are on the same team: Let me help you - Role of employee customer identification in adapting the service offering - Manoj Nair : Institute of Management Technology, Hyderabad
An Investigation to Emotions after a Failure of Co-Creation - Praveen Sugathan : Indian Institute of Management Tiruchirapalli Customer Preference and the Scope of Online Tailoring in India - Sunita Kumar & Aakriti Jain : Christ University, Bangalore The Changing Face of the Fair Skin Bias in India: Theoretical and Marketing Implications - Tanuka Ghoshal, Tripat Gill, Wilfrid Laurier : Indian School of Business, Hyderabad & University, Canada Marketing communication in tourism branding: Case of Kerala in India - Gurpreet Kour : MICA, Gujarat Impact of Psychograph on brnad loyalty among rural customers - Rashmi Ranjan Parida : Centurion Univeristy of Tech & Management, Odisha
3:40-7:00 pm Trip to Mahabalipuram


Time Day Two : Saturday, 24th December 2015
9:15 - 10:45 am Lake Hussain Sagar (Consumer Behaviour) Lake Chilika (Retailing) Lake Dal (Services) Lake Pushkar (Medical Marketing) Lake Red Hills (Miscellaneous)
Role of Holistic and Analytic Thinking on Evaluation of Anthropomorphized Brand - Archit Vinod Tapar, Ashish Sadh, Aditya Billore & Abhishek Mishra : Indian Institute of Management ,Indore What Factors Drive Overall Store Price Image? - Raj Sethuraman, Bill Dillon & Richard Briesch : Cox School of Business & Southern Methodist University How service quality stimulates passenger’s attitudinal loyalty? An integration of social exchange and stimulus -organism- response theories - Mahesh Ramalingam & Murugan. P : Institute of Management Technology & Anna University The choice criteria and the demographic variables impact the choice of hospital - Lallu Josesph, Ganesan.P, Sumithra.S & Sivapriya Sekar : VIT University, Vellore Analyzing Consequential Impact of Customer Relationship Management (CRM) on Organizational Performance: An Empirical Study in Indian Hotel organizations - Jasveen Kaur & Jaspreet Kaur : University Business School & Guru Nanak Dev University, Amritsar
Do Green Brand Personality and Green consumer attributes converge? - Uma Chandrasekaran & Hema Janarthanan : Pondicherry University, Pondicherry -- A study of hotel attributes that determine consumer valued deliberated in the tourist electronic word of mouth communication - Manju. M & Mallika Srivastava : Symbiosis International University, Pune Money-Back Guarantees and Service Quality: The Marketing of In-Vitro Fertilization - Shan Yu, Mrinal Ghosh & Madhu Viswanathan : University of Arizona Effect of technology based innovations on Customer Engagement and Patronage in Services: An Exploratory Study - Sriram. D : Great Lakes Institute of Management, Chennai
Are We Missing the Opportunity for Retro Branding in India? - Aravind Reghunathan & Joshy Joseph : Indian Institute of Management, Kozhikode Machine Learning Approaches to Modeling Category Sales: Implications for Optimal Store-Level Pricing and Promotions - Durai Sundaramoorthi & Seetharaman : Washington University Feeling is for doing: An investigation following a failed service encounter - Jayasimha K.R : Indian Institute of Management, Indore Examining the factors affecting the Eye Care hospital selection decision of patients: A Research Study of Medfort Eye Care Hospitals at Delhi - Anupam Narula & Himanshu Rajput : FORE School of Management, New Delhi & Shipping Corporation India (MTI), Mumbai Application of Consumer Neuroscience to Advertising Research: Current Understanding and Future Opportunities - Vishwas G. Raichur, Dinesh Sharma & Arti D. Kalro : SJM School of Management, IIT, Bombay
10:45-11:00 am Tea Break
11:00 - 12:30 pm Lake Hussain Sagar (Consumer Behaviour) Lake Chilika (Branding) Lake Dal (Integrated Marketing Communication) Lake Pushkar (Modelling) Lake Red Hills (Miscellaneous)
Social Capital and Consumer Information Search an Emerging Market Perspective - Madhu G C & Shamim S Mondal : Alliance University, Bengaluru Brand Love: An Integrated View of Antecedents and Consequences - Ranjitha G P : IIM Kozhikode Estimating Asynchronous Impact of Ad Content on Moment-to-Moment Likeability - Edlira Shehu, Daniel Zantedeschi & Prasad A. Naik : University of Southern Denmark, The Ohio State University& University of California Davis Modeling the Perception Gap between a Brand's Intended and Actual Positioning - Ashish Galande, Sudhir Voleti & Siddharth S. Singh : Indian School of Business, Hyderabad Impact of Individual Factors through Consumer Choices in Online Shopping Behavior - Balamurugan R N, Jublee .D & Sathish.S : PSG Institute of Management, Coimbatore
Business Model Innovation for Affordable Healthcare - Federica Angeli & Anand Kumar Jaiswal : Maastricht University, Maastricht, the Netherlands, Indian Institute of Management Ahmedabad Product Brand Image as Compensatory Factor for Inability to Touch a Product in an Online Context - Jyoti Pandey & Ashish Sadh : IIM Indore An Investigation on Role of Political Advertising on Shaping Political Knowledge - Mallika Srivastava, Shubhanshu Naik, Anupama Tadamarla : Symbiosis International University, Pune; Symbiosis Institute of Business Management, Pune Impact of intra household preferences and joint consumption on multiple discrete demand - Vedha Ponnappan, Avadhoot Jathar, Srinivas Prakhya : Indian Institute of Management, Bangalore Perceived value of discounted fashion products in e-commerce: A PLC Approach - Elangovan N & Nithya Venkataraman : Christ University Bengaluru; National Institute of Fashion Technology (NIFT), Bengaluru
How Automobile Industry is benefitting from the Web: A case Study on Datsun Redi-Go and Mahindra KUV100 - Vijayalakshmi N : Great Lakes Institute of Management, Chennai Make in India: Redefining the value dimensions to Indian luxury brands - Sudhanshu Gupta & Parikshat Singh Manhas : University of Jammu The Effect of Stress on the Persuasiveness of (Central vs. Peripheral) Advertising Messages - Shirish Panchal, Tripat Gill & Zhenfeng Ma : Wilfrid Laurier University Probabilistic Topic Model for Hybrid Recommendation Systems: A Stochastic Variation Bayesian Approach - Asim Ansari, Yang Li, Jonathan Z. Zhang : Columbia Business School, Cheung Kong Graduate School of Business, Beijing & University of Washington, Seattle Understanding a regional brand through brand identity prism: A case of Induben Khakrawala in Gujarat - Kuldeep Brahmbhatt : MICA Institute, Ahmedabad
12:30-1:15 pm Lunch Break
1:15 - 2:45 pm Lake Hussain Sagar (Consumer Behaviour) Lake Chilika (Methods, Modelling data) Lake Dal (Tech, NPD, Innovativeness) Lake Pushkar (Miscellaneous) Lake Red Hills (Miscellaneous)
Sinful Consumers, Saintly Brands: Why Decadently Wasteful Consumption Makes Luxury Brands Seem More Precious - Suresh Ramanathan, Felicitas Morhart & Reto Hofstetter : University of Lausanne &University of Lugano Comparing the Attenuation-Corrected Cohen's d and SEM-Based Effect Size Estimate in Consumer Research - Srinivas Durvasula : Marquette University Impact of New Product Launch Capabilities on New Product Development Success and Firm Performance: In the context of SMEs in Emerging Market - Ashish Khandelwal & Arunachalam S : Indian School of Business, Hyderabad Social Networking sites usage: Uses & gratification perspective - Uma Chandrasekaran & Bharathy A : Pondicherry University, Pondicherry Internal Marketing and Work Engagement: A Study of Higher Education Teachers - Shyam Prasad S & Shampa Nandi : International School of Management Excellence
Exploring the Differences in Pay-What-You-Want Pricing between Products and Services: Interactive Effects of Product Knowledge, Social Visibility and Tangibility - Piyush Sharma, Rajat Roy & Fazlul Rabbanee : Curtin University, Australia Search Personalization using Machine Learning - Hema Yoganarasimhan : University of Washington Corporate Identity and Performance: Does innovativeness mediate the relationship - Upendra Kumar Maurya : Indian Institute of Technology, Madras Employee Brand Equity: Integrating Antecedents and Consequences - Nikita Matta & Subhadip Roy : Mohanlal Sukhadia University; Indian Institute of Management, Udaipur Comparison of Customer Flow Experience in Physical Stores for High and Low Involvement Products - Vaishnavie R, Priyam Gupta & Revati Monia : Great Lakes Institute of Management, Chennai
Consumer arbitration: Ethics and welfare implications - Gopalkrishnan R Iyer : Florida Atlantic University A Repurchase Intention Model in a Multilevel Loyalty Program - Krishnan Jeesha : Indian Institute of Management, Kozhikode Technology Adoption among Adolescents: A Consumer Socialization perspective - Anubhav Mishra & Satish S M : IIM Lucknow Voice of customers: An analysis for enriching customer engagement - Anil Kumar K, Subhashree Natarajan & Mercy Mathew : VIT University, Vellore Cataract surgery uptake in rural India: A moderated mediation framework of the Extended Parallel Process Model - Nachiketas N, Bharadhwaj S, Arti D. Kalro & Piyush Sharma : Great Lakes Institute of Management, Chennai, Shailesh J. Mehta School of Management, Mumbai & Curtin University
2:45-3:00 pm Tea Break
3:00 - 4:00 pm Lake Hussain Sagar (Consumer Behaviour) Lake Chilika (Sales Management) Lake Dal (Consumer Behaviour) Lake Pushkar (Education) Lake Red Hills (Miscellaneous)
Role of Visual merchandising in carbonated soft drinks industry - Swaminathan R & Mansurali.A : PSG College of Technology, Coimbatore Does Cost mindfulness of sales managers hurt or help sales team morale? - Amit Saini, Jennifer Skiba & Scott Friend : University of Nebraska; Missouri State University & Miami University The role of collaborative peer learning networks on learning outcomes - Srividya Raghavan & Narahari Govindaraju : IFIM Business School; Bengaluru; Infosys Relationship benefits, customer intimacy, and loyalty: A comparison across different service types - Mahendra Kumar Shukla, Upendra Kumar Maurya : Nalsar University of Law, Hyderabad; Indian Institute of Technology, Madras --
A Study on drivers of purchase intent for BOP Women - With reference MFIS - Mansurali & Swamynathan R : PSG College of Technology, Coimbatore Empowering Salespeople: Does it Work? - Frederick H.K. Yim, Srinivasan Swaminathan & Rolph Anderson : Hong Kong Baptist University& Drexel University E Books – What students want? - Harish.V & Sudharani Ravindran : PSG College of Technology, Coimbatore Drivers of FLOW in omni channel environment for low and high involvement products - Neha Rao & Jeevan Jyothi K : Great Lakes Institute of Management, Chennai

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NASMEI conference 2015

9th Annual NASMEI International conference

  • NASMEI is one among Asia’s finest International marketing conferences.
  • Prof Vithala Rao, President of NASMEI, Cornell professor and one of the leaders in conjoint analysis was the keynote speaker.
  • The 9th NASMEI conference saw over 80 research scholars from management schools such as Cornell,Georgia State, Miami, Utah, ISB and IIMs participate.

Chennai, December 26, 2015: Great Lakes hosted its 9thNASMEI (North American Society for Marketing Education in India) annual conference at its Chennai campus on December 26&27, 2015. The conference was organized by Great Lakes - Kotler Srinivasan Center for Research in Marketing.

The two day conference began with the inaugural ceremony presided by Prof.Vithala R Rao, President - NASMEI and Professor of Marketing and Quantitative Methods, Johnson Graduate School of Management, Cornell University. Dr. Bala V Balachandran, Founder, Dean and Chairman, Great Lakes Institute of Management and Dr.Bharadhwaj S, Co-Chair of NASMEI were among the other dignitaries present at the event.

NASMEI  conference 2015Around 80 delegates comprising of professors and doctoral students from leading management schools like Michigan, Cornell, Miami, Utah, USC, ISB, IIM-B, IIM-I, IIM-Kparticipated in the event. The conference aimed to discuss and prepare the myriad of trends, emerging changes and challenges disrupting the marketing industry.

Welcoming the gathering, Dr.Bala V Balachandran, Founder, Dean and Chairman, Great Lakes Institute of Management, said,“It is not easy to host an international conference with such eminent scholars and participants for nine consecutive years. I am happy that we have done it successfully over the years. International conferences such as these helps to bridge the differences between western and Indian research and academics. I wish to announce that going forward Great Lakes will focus on research and doctoral programmes and we would continue to keep bringing such eminent researchers from around the world.”

Delivering the key note address, Prof.Vithala R Rao – President, NASMEI and Professor of Marketing and Quantitative Methods,Johnson Graduate School of Management, Cornell University, said, “I am thrilled to be at Great Lakes on this 9th NASMEI Conference. Marketing is broad and multi-dimensional but what need focus today are the quantitative aspects of marketing which I would call as Marketing Science. The way marketing science has evolved in the U.S through doctoral programs could be a model for India and this is what such conferences are aimed at.”

Speaking about Great Lakes - NASMEI 2015, Dr.Bharadhwaj S, Co-Chair NASMEI 2015 and Dr Bala V Balachandran &Vasantha Balachandran Chair Professor of Marketing, said, “The Great Lakes NASMEI Conference has gained international repute over the years and we are continuously striving to invite participations from top research scholars around the world. As Dr.Bala pointed out, we are not very far from becoming a research hub among Indian B-Schools.

The 9th NASMEI conference had insightful presentations on the evolving trends in Marketing across various industries and countries. The presentations included diverse marketing topics likeConsumer Reactions to Brand, Crisis Management of Brand, Role of Involvement of Customer Engagement, Analysing Brand Experience and Its Impact on Customer, The Impact of Media on Consumer Brand Trust, Advancing new methods in Big data and analytics, to name a few.

The two day conference was a great initiative in enhancing the state of academic marketing research in India.Delegates while presenting their work received constructive feedback from other delegates, thus contributing to everyone’s learning.The students of Great Lakes had a great opportunity to interact with senior delegates from India and abroad.

The participants were impressed in having attended one of the finest conferences in Asia. Besides, the delegates were also taken for a trip to the World UNESCO heritage site – Mahabalipuram, and witnessed some of the famous historic monuments and looked into the unique culture of ancient and modern Tamil Nadu.

Time Day One : Saturday, 26th December 2015
08:30-08:50 am Welcome Kit - Reception
09:00- 10:15 am Inaugural Function
10:15-10:30 am Tea Break
10:30 - 12:00 noon Lake Hussian Sagar Lake Chilika Lake Dal Lake Pushkar
Assessing Consumers'Reactions to Brand Placement in Motion Pictures - Komal Nagar ; The Business School, University of Jammu Purchase Decisions and Spending Patterns of Indian Female Consumers - Aravind R & Joshy Joseph; Indian Institute of Management, Kozhikode Transactions to ties : Role of involment and attachment as manifestation of customer engagement- Sriram.D; Great Lakes institute of Management --
Processing and Judgmental Consequences of Types of Indirect Comparisons: The Role of Product Differentiation and Categorization - Shailendra P. Jain & Charles Lindsey; University of Milwaukee "Maggi" Brand Crisis: Does it Impact Consumer Perceptions and Purchasing Intensions - Sivaraman Manoharan & Murthy D. N; KIAMS, Harihar; BMSCE, Bangalore Identifying the most and least promising customers through similarity kernels - Arul Mishra & Himanshu Mishra ; University of Utah --
Reframing the Frame: The Make in India Campaign and the Indian Institutional Context - Amrita Joshi; Indian Institute of Management, Indore Exploring reasons for purchase of luxury products among Indian customers: A Leximancer Analysis - Varuna Newatiya & Richa Agrawal; Indian Institute of Technology, Madras A Conjoint Study of Sequential vs. Simultaneous Bundle Choices - Vithala R. Rao ; Cornell University --
12:00-12:15 pm Tea Break
12:15 - 1:15 pm Lake Hussian Sagar Lake Chilika Lake Dal Lake Pushkar
The effect of Corporate Social Responsibility on Customer Performance and Behavioral Intention - Testing the mediating role of reputation of a private university - Sridhar. M & Ganesan .P ; VIT University, Vellore The perils of category management : The effect of product assortment on multicategory purchase incidence - Sungtak Hong , Kanishka Misra & Naufel Vilcassim ; London Business School &Ross School of Business, University of Michigan Analyzing Brand Experience and Its Impact on Customer Experiential Value: A Case of Smart phones - Alka Sharma, Anil Gupta & Vibhuti Jasrotia ; University of Jammu Evaluation Criteria of Mobile Apps among Smart-Phone Users: An Exploratory Study In Indian Context - Tarun Kushwaha ; Prestige Institute of Management & Research (PIMR), Indore
Investigating the antecedents and consequences of attitudinal and continuance commitment on brand relationships - Sekar Raju; Iowa State University User Acceptance of Electronic Health Records: Cross Validation of UTAUT model with Gender as a Moderator - Aswini Priya, Pulidindi Venugopal & Sivaji Jinka ; VIT University, Vellore Significance of National Identity on Global Brand Attitudes: Evidence from China - Srinivas Durvasula ; Marquette University, Milwaukee, United States Loss is a loss why categorize it? Mental Accounting across Cultures - Pronobesh Banerjee, Promothesh Chatterjee & Anubhav Mishra ; Penn State Abington, United States, ICFAI Guragon
1:15-2:00 pm Lunch Break
2:00 - 3:30 pm Lake Hussian Sagar Lake Chilika Lake Dal Lake Pushkar
To Delist or Not to Delist National Brands from Grocery Shelves? - Juan Carlos Gazquez-Abad, Francisco J. Martinez-Lopez & Raj Sethuraman ; University of Almeria, University of Granada, Granada, Spain, Southern Methodist University, Dallas, USA The Impact of Media on Consumer Brand Trust - Poojitha Reddy K ; M.O.P. Vaishnav College, Chennai The antecedents of e-loyalty: An empirical study in the Indian context - Prasanna Mohan Raj ; Alliance University --
Mall mania - footfalls to sales - A study of buyer behavior in Coimbatore malls - Swamynathan & Mansurali ; PSG College of Technology, Coimbatore Choice Architecture to the Rescue: Differential Use of Product Categorization Formats to Resolve Decision Paralysis - Shawn Mathew & Joshy Joseph ; Indian Institute of Management, Ahmedabad; Indian Institute of Management, Kozhikode The impact of cosmopolitanism on purchase behavior of fashion product among city's youth - Elangovan N & Prashanth Kochuveetil Cherian ; Christ University, Bengaluru --
Marketing Channel Structure and Shareholder Value - Manish Kacker, Saurabh Mishra & Anna Sadovnikova ; McMaster University; McGill University WhatsApp's here to stay: A study on the elements making it a popular social app - Mansurali & Harish ; PSG College of Technology, Coimbatore A Multilateral Framework for Assuring Environmental Sustainability - Gopalkrishnan Iyer &Sandra Rothenberger ; Florida Atlantic University. --
3:40-7:00 pm Trip to Mahabalipuram


Time Day Two : Sunday, 27th December 2015
9:30 - 11:00 am Lake Hussian Sagar Lake Chilika Lake Dal Lake Pushkar
A New Method for Big Data Analytics - Neeraj Bharadwaj & Prasad Naik; Fox School of Business and Management, Philadelphia; University of Tennessee, University of California Davis, Davis Impact of E books on key stakeholders in Indian textbook publishing industry - Harish & Sudharani Ravindran ; PSG College of Technology, Coimbatore Positioning Multi country brands: The Impact of variation in cultural values and competitive set - Rajeev Batra, Charles Zhang, Nilufer Z. Aydinoglu & Fred M. Feinberg ; University of Michigan An Exploration into Experiences of Organizational Citizenship Behavior among Sales Employees in Telecommunication - Nivethitha.P, Rita S & Shanthakumari S S ; VIT University, Chennai
Advancing the Service Field: Current Priority Topics and Research Imperatives - Parasuraman A ; University of Miami, Florida, USA "Impact of digital marketing on customer engagement and purchase intentions - Divya.R, Raghav.R & Srimathi.R Great Lakes Institute of Management, Chennai " Many Faces of Consumption: Understanding Consumers' Motivations and Product Preferences for Deconsumption - Anubha Mishra, Joan Lindsey-Mullikin, Norm Borin & Ramasubramanian Krishnan ; University San Luis Obispo; University of Idaho; University of Miami Conversations in Online Communities: Where does the marketer fit in? Bhagyalakshmi Venkatesh & Rajendra Nargundkar ; Indian Institute of Management, Indore
Role of CSR in the Consumer Decision Making Process - Sudeepta Pradhan & Ranajee; IBS, Hyderabad Choice of communication channel during product recall: public vs personal communication - Khimendra Singh & Sundar Bharadhwaj ; IBS, Hyderabad Mediating role of customer attitude in adoption of solar products in rural India - Mahendar.G ; University of Hyderabad, Telangana Influence of source characteristics of a celebrity on attitude formation towards social cause - Bharathi S Gopal ; Christ University, Bengaluru
11:00-11:15 am Tea Break
11:15 - 12:45 pm Lake Hussian Sagar Lake Chilika Lake Dal Lake Pushkar
The Growth of E-Commerce/Internet and its Impact on Collaborative Consumption - Ram Kesavan, Oswald Mascarenhas & Michael Bernacchi ; University of Detroit Mercy; Saint Aloysius College; A Qualitative Exploration of Movie Sequel Consumption Behavior - Subhadip Roy & Shilpa Bagdare ; Indian Institute of Management, Udaipur; Devi Ahilya University. Sequential Introduction of Products with Increasing Quality as a Planned Obsolescence Strategy - Subramanian Balachander & Mahmood Pedram ; Purdue University "To please or not to please? The effect of customer experience on relative price importance - Nita Umashankar, Kumar .V, Richard, Susan Lenny & Yashoda Bhagwat Georiga State University, Texas Christian University"
Influence of Social Media on Political Participation of Students - Liza Thomas, Midhu Mary Johns & Neenu S Babu ; TKM Institute of Management, Kollam A study on cult branding with respect to Royal Enfield - Mohit Kothari & Sunita Kumar ; Zomato; Christ University, Bangalore The Impact of Social Interactions and Shopping Categories on Online Shopping: A Theory of Tie Strength - Minakshi Trivedi ,Ram Bezawada & Jei Young Lee ; University of Buffalo "E- Loyalty: Impact of Business and Customer Characteristics - Srinivasan Swaminathan & Rolph Anderson Drexel University"
Impact of bloggers sponsored recommendations on customer purchase decisions - Swapana M & Padmavathy C ; VIT Business School, Vellore Scarcity vs. Abundance: Mindsets That Influence Performance and Decision Making - Srividya Raghavan& Raj Chakraborthy ; IFIM Business School Understanding the Effect of Social Networking Sites (SNS) on Buying Centre in Business-to-Business Context - Priyavrat Sanyal & Bipul Kumar ; Indian Institute of Management Indore --
12:45-1:30 pm Lunch Break
1:30 - 3:00 pm Lake Hussian Sagar Lake Chilika Lake Dal Lake Pushkar
Franchising a gate way for fast food industry in India - Smriti Verma & Susan Chacko ; Hindustan University, Chennai; KCG College of Technology, Karapakkam Passion to compassion: Impact of recession on consumer behavior - Ranajee ; IBS, Hyderabad Branding practices of Hotel in Digital space - Mittali Solanki & Radhika Gadara ; School of Petroleum Management Multi-Dimensional Approach to Viral Advertising: Past Research & Future Opportunities - Kalpan Kulkarni, Arti D. Kalro & Dinesh Sharma ; SJMSOM, Indian Institute of Technology Bombay
Consumer Perception of Retail Environment - Sarabjot Singh & Meena Sharma ; Shri Mata Vaishno Devi University, Jammu How and how much do firms' Strategic choice of Product Portfolio and Expected Risk Exposure Inform Firm Performance? - Ashish S. Galande, Sudhir Voleti & Prakash Satyavageeswaran ; Indian School of Business Online Purchase Process using decision aids: an exploratory study - Preeti Virdi , Arti D. Kalro &Dinesh Sharma ; Indian Institute of Technology Bombay APP-QUAL: Developing a measure for App quality from user perspective - Elangovan N & Dyuti Kumar; Christ University, Bengaluru
Perception and Switch Intention of Rural Customers towards organized retails - Tejinder Sharma & Sunit Sharma ; Kurukshetra University, Kurukshetra Rules of Engagement: An Empirical Investigation of Customer Engagement and Sales Outcomes - Prakash Satyavageeswaran, Siddharth S. Singh & Sharad Borle;Indian School of Business; Jones GSB, Rice University The relative importance of justice dimensions in case of services failure - Sourav Bikash & Srinivas Prakhya ; Indian Institute of Management, Bangalore Measuring and Managing the Customer Experience at Business Trade Shows - Srinath Gopalakrishna, Edward C. Malthouse & Justin M. Lawrence ; Northwestern University; University of Missouri
3:00-3:15 pm Tea Break
3:15 - 4:45 pm Lake Hussian Sagar Lake Chilika Lake Dal Lake Pushkar
Mobile Apps making a destination tourist-friendly": Revisiting Black Box model - Parikshat Singh Manhas ; University of Jammu Brand Resonance Score for CBBE Model-An Application in Financial Services - Punniyamoorthy Murugesan, Thamaraiselavan Natarajan & Ande Raja Ambedkar ; NIT Tirchy -- --
Growth and prospects for medical tourism in India - George Alex Johan & Meenakashi Sundaram K S; Great Lakes Institute of Management, Chennai What happens after Consumption? Role of Reminiscence in post consumption Evaluations - Sivakumar V J & Issac Johny B ; National Institute of Technology, Tiruchirappalli -- --
Identifying Lapsed Buyers in Direct Marketing - Shirley Mai &Raja Velu ; East Carolina State University; Whitman School of Management, Syracuse University Customer Stewardship: The road less traversed - Manoj Das & Jayasimha K.R ; IIM Indore -- --


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NASMEI CONFERENCE 2014

  • Organized by the Kotler Srinivasan Center for Research in Marketing, NASMEI is one of Asia’s finest Marketing conferences.
  • Research papers and proposals were presented by professors and doctoral students from leading schools in the US, India, Australia, New Zealand, Singapore, Switzerland, France and Hong Kong.

Great Lakes Institute of Management, Chennai, held its annual Marketing conference – NASMEI (North American Society for Marketing Education in India) at its Campus on December 26 & 27.

Prof Bala V Balachandran, Founder, Dean and Chairman, Great Lakes Institute of Management inaugurated the NASMEI conference in the presence of the key note speaker Prof Raj Sethuraman, Marilyn and Leo Corrigan, Professor and Chair of Marketing, Edwin L. Cox School of Business, Southern Methodist University, Dallas. Dr. Vaidy Jayaraman Associate Dean of Great Lakes and Dr. S. Bharadwaj, Director Kotler Srinivasan Center for Research in Marketing and Chair professor of Marketing at Great Lakes, were amongst other dignitaries.

Welcoming the gathering, Prof. Bala V Balachandran, Founder, Dean and Chairman, Great Lakes Institute of Management, said,” NASMEI – Great Lakes is in its 8th year in a row with over hundreds of delegates from overseas, making it one of the best conferences in India and Asia. Great Lakes feels accomplished by organizing the NASMEI conference since 2007.” In the first 10 years, Great Lakes focused on Knowledge distribution, future focus will be knowledge creation, he added.

NASMEI Conference 2014Giving the Key note address, Prof Raj Sethuraman, Marilyn and Leo Corrigan, Professor and Chair of Marketing, Edwin L. Cox School of Business, Southern Methodist University, said, "If knowledge is the brain, wisdom is the body that completes it. Research is not easy, one needs to be persistent and meticulous in all aspects of research and position the research paper correctly.” Organising the data collected properly is essential as it directly impacts what one learns and how that learning needs to be applied and inferred in the research, he concluded.

The 8th NASMEI conference had insightful presentations on the emerging trends in Marketing in various industries and across countries. The presentations covered almost all categories of marketing such as Consumer Behaviour, Market research, Internet Marketing, Social Media Marketing, Services Marketing, Retailing, Branding, and Retailing in all the sectors like Energy, retail, technology etc.

NASMEI Conference 2014 Schedule

Time Day One : 26th December 2014
8:45 - 9:15 am Registration @ Registration Desk
9:15 - 10:45 am Inauguration @ Hall Manasarovar & Hall Veeranam
Welcome Address by Prof. Bala V Balachandar, Dean
Speech by Key Note Speaker Prof. Raj Sethuraman, Marilyn and Leo Corrigan Professor and Chair of Marketing, Edwin L.Cox School of Business, Southern Methodist University, Dallas
10:45 -11:00 pm Tea Break
11:00 - 12:30 pm Venue Category Session Chair Titles
Track 1: Lake Pushkar Consumer Behavior Alka Sharma Examining the role of customer based reputation & perceived value for fostering citizenship behavior : a study of automobile sector by Alka Sharma & Shruti (University of Jammu, India)
Should I win or should I not lose : investigating the role of motivation in processing brand related information in advergames by Tathagata Ghosh, Souvik Roy & Amar Raju (ICFAI Business School, India)
Psychological input, an interactive variable on online purchasing : evidence from NextGen consumers' of India by Gemini V Joy, Resmi A.T & Anish Bhattacharya (VIT University, India)
Track 2: Lake Dal Social Marketing Preethika Sainam A study on the impact of control over sales of tobacco in rural and semi-urban areas in the district of Coimbatore, Tamilnadu by Swamynathan R & Mansurali A (PSG Institute of Management, India)
Do as we say or as we do: empirical evidence of reported versus actual drug use by Preethika Sainam (Thunderbird School of Global Management, US), William P Putsis Jr (University of North Carolina at Chapel Hill, Kenan Flagler Business School, US) & Gal Zauberman (The University of Pennsylvania, Wharton School of Business, US)
When two worlds meet: institutional merging in subsistence marketplaces and implications for marketing management by Srinivas Venugopal & Madhubalan Viswanathan (University of Illinois Urbana-Champaign, US)
Track 3: Lake Vembanad IMC Joshy Joseph Assessing consumers reactions to brand placement in motion pictures by Komal Nagar (University of Jammu, India)
Puffery in advertisements: effect of celebrity endorsements and consumer product category knowledge by Shawn Mathew (IIM Ahmedabad, India) & Joshy Joseph (IIM Kozhikode, India)
Influence of ethnic congruence on celebrity endorsement effectiveness by Sanjay Putrevu (University of Albany, Suny) Kenneth R Lord (California State University, Northridge) & Alice Collins (Georgia Gwinnett College, US)
Track 4: Lake Chilika General Marketing Sridhar Moorthy Brand effects in search advertising by Sridhar Moorthy (University of Toronto) & Przemek Jeziorski (University of California, Berkeley, Canada)
How good are manifest premium measures in capturing latent brand equity? By Raj Sethuraman (Southern Methodist University, Dallas)
In-store digital and interactive technologies : prospects and issues in customer experience management by Gopalkrishnan R Iyer (Florida Atlantic University, USA)
Track 5: Lake Redhills      
12:30 -1:15 pm Lunch Break
13:15 - 14:45 pm Venue Category Session Chair Titles
Track 1: Lake Pushkar Branding Srinivas Durvasula Managing brand experience for creating brand resonance by Alka Sharma & Vibhuti Jasrotia (University of Jammu, India)
Exploring brand relationships for mobile phones among Indian youth by Ashita Aggarwal Sharma & Renuka Kamath (S.P. Jain Institute of Management and Research, India)
Situating global brands in China - factors affecting inertia by Srinivas Durvasula & Steven Lysonski (Marquette University, US)
Track 2: Lake Dal Consumer Behavior Arun Bhattacharyya The distortion of anticipated consumption utility to justify purchase by Sheikha Alia, Sridhar Samu (Indian School of Business, India) & Piyush Kumar (University of Georgia, US)
Self expansion, love and self-brand relationship by Arun Bhattacharyya & S Ramesh Kumar (IIM Bangalore, India)
A study of customer expectations and service quality on radio cabs by Madhavi Garikaparthi (ICFAI Business School, India)
Track 3: Lake Vembanad General Marketing Anil Gupta Social media and fan engagement : a content analysis of sport teams brand communication by Anil Gupta (University of Jammu, India), Anish Yousaf (Lovely Professional University, India) & Neelika Arora (Central University, Jammu)
A study of interrelations between back end supply chain cost drivers and front end cost drivers in multi brand retail in domestic supermarkets under convenience stores format in the city of Bangalore by A S Suresh (Christ University, India)
Agarbattis (joss sticks) - a journey from commodity to brand by M Prasanna Mohan Raj & Niranjan Ramesh (Alliance School of Business, India)
Track 4: Lake Chilika General Marketing Kirthi Kalyanam Position effects and moderators in search advertising : a regression discontinuity approach by Kirthi Kalyanam (Santa Clara University, US) & Sridhar Narayanan (Stanford University, US)
Criteria for choosing product online by Sunita Guru (Nirma University, India) & Hemant Trivedi (Pandit Deendayal Petroleum University, India)
Current issues in neuromarketing by Kalyan Raman & Vijay Viswanathan (Northwestern University, USA)
Track 5: Lake Redhills General Marketing Shilpa S Chadichal A comparative study of single-unit / multi-unit / bundle price advertisements : a content analysis by Shankar Hariharan (Great Lakes Institute of Management, India)
Are celebrity moms influencing today's mommy's buying behavior? A descriptive research by Deblina S Vashishta (Bharathiar University, India) & Shilpa S Chadichal (Alliance School of Business, India)
15:00 Trip to Mahabalipuram
Time Day Two : 27th December 2014
9:30 - 11:00 am Venue Category Session Chair Titles
Track 1: Lake Pushkar Consumer Behavior Souvik Roy Consumer Behavior towards guilt free consumption in India by Abhirami V, Arthi K, Harikishore S V S & Jai Shyam K (SSN School of Management, India)
Anteceedents and consequences of attachment to mobile applications by Souvik Roy, Amar Raju G & Tathagata Gosh(ICFAI Business School, India)
The effect of negative parody advertisements on the parodied brand by Preetha Menon, Shreyas Kulkarni & Vinod Patil (Symbiosis Institute of Business Management, Pune)
Track 2: Lake Dal Branding Jayasankar Ramanathan Keller's brand equity determinants in mutual fund financial services: evidence from India investor perspective by Punniyamoorthy Murugesan, Thamaraiselvan Natarajan & Ande Raja Ambedkar (NIT Tiruchirapalli, India)
Brand extension evaluation : some new findings by Jayasankar Ramanathan (IIM Indore, India)
Dynamics of internal branding in corporate brand building : a conceptual perspective by Jasmine Simi (Christ University, India)
Track 3: Lake Vembanad Retailing Rajesh K Aithal Study on key factors involved in online shopping of retail products and their impact on customer intention by Rengasamy Natarajan Balamurugan & Mahendran Sathish (PSG Institute of Management, India)
Exploratory study to understand small retailer purchase preferences : evidences from wholesale markets in Lucknow by Rajesh K Aithal, Harshit Maurya & Satyam (IIM Lucknow, India)
Small assortment by small retailers : a grounded theory approach by Hari Govind Mishra , Surabhi Koul (Shri Mata Vaishno Devi University, India) & Piyush Kumar Sinha (IIM Ahmedabad, India)
Track 4: Lake Chilika General Marketing Goutam Challagalla Exploring consumer's usage intention for 'mobile money' in Techno India : an empirical study by Parijat Upadhyay (IMT Ghaziabad, India) & Amit Kundu (School of Management Studies, India)
Do firms need specilizaed marketing doctrine? By Goutam Challagalla (Georgia Institute of Technology, US) & Brain R Murtha (University of Kentucky, US)
Strategic marketing and innovation performance of organizations : a study on Indian MSMEs by R Srinivasan, Lohith C P (Indian Institute of Science, India) & Rajeshwar S Kadadevaramth (Siddaganga Institute of Technology, India)
Track 5: Lake Redhills      
11.00 -11:15 am Tea Break
11:15 - 12:45 pm Venue Category Session Chair Titles
Track 1: Lake Pushkar Consumer Behavior Bhagyalakshmi Venkatesh Role of informed consent in elective surgeries by Geetha M (SSN School of Management, India) & Priya M (HCL Infrastructure Services, India)
A methodology for measuring indentiy vs personal brands in digital media by Bhagyalakshmi Venkatesh & Rajendra Nargundkar (IIM Indore, India)
Choice incidence : identifying the determinants of consmer's selection of 'no-choice' option by Garima Saxena & Sanjeev Varshney (Xavier School of Management, India)
Track 2: Lake Dal IMC Angeline Gautami Fernando The role of message involvement in green advertising by Angeline Gautami Fernando (VIT University, India), L Suganthi (CEG Anna University, India) & Bharadhwaj Sivakuraman (Great Lakes Institute of Management, India)
Strategizing time limited promotional offers on purchase intentions: an experimental design study in sports context by Dipanjan Kumar Dey & Rajdeep Charkraborti (IBS Business School, India)
Differences in advertising strategies of service marketers : a content analysis by Utkarsh, Harshit Maurya & Sanjay Medavi (University of Lucknow, India)
Track 3: Lake Vembanad Internet Marketing Edlira Shehu Role of digital channels in social capital development for new product advantage : an Indian SME perspective by Vinu Wilson, Jain Mathew & Elangovan N (Christ University)
The effect of review characterstics on website diagnosticity by Amar Raju G & Abhigyan Sarkar (Indian Business School, India)
Dynamic likeability effects on virality of online video advertisements by Edlira Shehu, Michel Clement (University of Hamburg, Germany), & Tammo Bijmolt (University of Groningen, Netherlands)
Track 4: Lake Chilika Services Marketing D Sudharshan What to buy and where to buy from? A study of young food shoppers by Vimal Chandra Verma (Uttar Pradesh Technical University, India) & Devashish Das Gupta (IIM Lucknow, India)
A Formalizaiton of the role of uncertanity in services and their embodiment in goods by D Sudharshan (University of Kentucky, US)
Teaching the customer the way of the organization : the role of transfer or training by Bishakha Majumdar & Jayasimha K R(IIM Indore, India)
Track 5: Lake Redhills General Marketing Ram Kesavan Customer perceptions on offshoring : review and a pilot study by Ram Kesavan, Michael D Bernacchi (University of Detroit Mercy, US) & Oswald A J Mascarenhas (Saint Aloysius College, India)
Marketing's role in sustainability by Ravi Parameswaran (Oakland University, US), Krishna Parameswaran (ASARCO LLC), Steven Kooy & Susan Kuzee (Haworth Inc)
Consumer advocacy : an investigation by Jayasimha K R (IIM Indore, India) & Aditya Billore (IIM Indore, India)
12:45 - 13:30 pm Lunch Break
13:30 - 15:00 pm Venue Category Session Chair Titles
Track 1: Lake Pushkar Social Media Marketing Sapna Choraria Does participation in facebook groups enhance self-esteem, build social capital, and reduce self-control of users? by Sunitha Ratnakaram & Satish S M (IIM Lucknow, India)
Cognitive innovativeness, social efficacy and user-value : explicating the antecedents in the presence of trust as moderator by S Garimella, Sapna Choraria & P K Yadav (Nirma University, India)
A study of user engagement techniques on faceboo by Bharathi S Gopal & Rahul Gupta (Christ University, India)
Track 2: Modeling Modeling Manish Gangwar An empirical investigation of spatial externalities in product arrangements on retail shelves by Prakash Satyavageeswaran & Sudhir Voleti (Indian School of Business, India)
Examining store loyalty across categories by Manish Gangwar & Gautam Garg (Indian School of Business, India)
Leverage social media information to find leads for credit cards and mortgages by Tarini E (Great Lakes Institute of Management, India)
Track 3: Lake Vembanad Services Marketing Kumar Rakesh Ranjan Moderating effect of gender on perceived justice and service recovery satisfaction by Meenakshi Rawani, Rupa Korde (FLAME School of Business, India) & Siddhartha Sarkar (IITB, India)
Understaning the effect of brand on customer perception of insurance services by Harshit Maurya, Rajeev Saxena & Sanjay Medhavi (University of Lucknow, India)
Role of hope and self-effficacy in consumer-created service exigencies by Kumar Rakesh Ranjan (IIM Tiruchirapalli, India) & Praveen Sugathan (IIM Bangalore, India)
Track 4: Lake Chilika General Marketing Subhash Jha Role of temporal framing and temporal orientaion in price perception by Subhash Jha (IIM Udaipur, India) Ronn J Smith & Amaradi Mukherjee (University of Arkansas, US)
Antecedents of trust and post search behavior of online medical information by H S Srivatsa (TA Pai Management Institute, Manipal) & Simon George
What affects attitude and purchase intention of Indians? Insights into luxury fashion consumption by Sudhanshu Gupta & Parikshat Singh Manhar (University of Jammu, India)
15:00 - 15:15 pm Tea Break
15:15 - 16:15 pm Venue Category Session Chair Titles
Track 1: Lake Pushkar Text Mining Sudhir Voleti A approach to capture the latent thematic structure of text data for marketing application by Sudhir Voleti (Indian School of Business, India)
What does a brand say about itself : evidence from text analysis of brand data by Ashish S Galande & Sudhir Voleti (Indian School of Business, India)
Track 2: Lake Dal Education & Marketing Peha Purushottam Sustainability marketing curriculum : issues and opportunities for the South African context by Neha Purushottam (School of Busienss Leadership, South Africa)
Integrating computer engagement and technology adoption : an empirical investigation of learning management system users by Ankit Kesharwani (The ICFAI Foundation for Higher Education, India)
Track 3: Lake Vembanad IMC Prasad A Naik Understanding the memory efffects in pulsing advertising by Prasad A Naik & Ashwin Aravindakshan (University of California Davis, CA)
The use of fear appeals and message framing in addressing cataract - related eye issues in rural India by Nachiketas N (Great Lakes Institute of Management, India)
Track 4: Lake Chilika General Marketing Amit Saini Availability of news apps and its impact on subscription to print media by Elangovan N & Hashit Gupta (Christ University, India)
Puchasing manager responses to unethical B2B marketing practices : a conceptual framework by Amit Saini (University of Nebraska-Lincoln, US)
Track 5: Lake Redhills General Marketing D Sriram Dimensions of customer engagement : findings from explotory analysis using netnography and content analysis by D Sriram (Great Lakes Institute of Management, India)
Key factors affecting the intention to use solare energy technologies by Shrawan Kumar S H, Manoj Bonu & Bharadhwaj Sivakumaran (Great Lakes Insitute of Management, India)

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NASMEI CONFERENCE 2013

The 7th NASMEI conference (North American Society for Marketing Education in India) held at Great Lakes Institute of Management, Chennai on December 27 & 28, 2013 witnessed a resounding success. NASMEI, the annual marketing conference organized by the Kotler-Srinivasan center for Research in Marketing, is a platform to discuss and share insights about emerging trends and issues in the area of marketing.

The conference began in an auspicious way by lighting of the Kuthuvilaku by Dr. Bala V Balachandran along with the key note speaker Prof. P.V. (Sundar) Balakrishnan, Professor of Marketing at University of Washington and Dr. S. Bharadwaj, chair professor of Marketing at Great Lakes.

In his welcome address, Dr. Bala said, “Great Lakes 7th NASMEI Conference 2013 is unique as it celebrates the ten years of great success”. He perceived 2014-2022 to be landmark years as there are numerous interactive sessions and conferences proposed, to enhance the marketing and management skills of the students through thought leadership sessions and research. “NASMEI in its 7th year in a row with over 125 delegates representations from outside India, the conference makes it one of the finest conferences in India and Asia”, added Dr. Bala.

In his key note address, Prof. P.V. (Sundar) Balakrishnan spoke about the diversity, interdisciplinary and cross-fertilization of various facets of marketing. He shared his experience and expertise in the areas of Evolution in Research and Training. In his address he shared his insights and quoted “It’s the students’ responsibility to engage in academic communities to transform the firms to partner in knowledge creation”

“The NASMEI conference has gathered an international reputation of being a conference where top marketing and OM scholars are present. Great Lakes will always remain the temple of Education and Learning”, said Dr. Sundar, who enthralled the students and the faculty present in the hall with an interactive session on business and marketing.

“An effective manager and policy maker is evolved through acceptance and the dynamic use of research”, quoted Prof. P V (Sundar) Balakrishnan, emphasizing on the importance of perfectionism in management leadership.

One of the Research Graduates from USA expressed, “Such business conferences help us to get accustomed to the different working culture in different countries. It also helps diminishing the territorial differences and help understanding the market well.”

The conference had more than 125 delegates which included professors and doctoral students from universities across the world presenting papers on various topics in Marketing. The delegates represented some of the most renowned universities in the world such as University of Illinois, University of California, University of Miami, Melbourne Business School, HEC Paris, IIMs, ISB, Indian Institute of Science, to name a few.

The 7th NASMEI conference had insightful presentations on the emerging trends in Marketing in various industries and across countries. The presentations covered almost all categories of Marketing such as B2B Marketing, Subsistence Marketing, consumer behavior, Internet Marketing, Retailing, Sports marketing, beauty and health care, Green marketing, CRM, Insurance and Services marketing. Certificates were distributed at the end of the event.

Great Lakes Institute of Management, in its commitment to prepare business ready managers for the industry, endeavors to equip its students with the emerging changes and knowledge in Marketing. Great Lakes accomplish this by organizing the NASMEI conference since 2007.

NASMEI Conference 2013 Schedule

TimeDay One : 27th December 2013
9:00 - 9:25 amRegistration @ Registration Desk
9:25 - 10:30 amInauguration @ Hall Manasarovar & Hall Veeranam
Welcome Address by Prof. Bala V Balachandar, Dean
Speical Address by Prof. Seenu V Srinivasan, Stanford University (thro' Video)
Speech by Key Note Speaker Prof. P.V. (Sundar) Balakrishnan, Professor of MarketingUniversity of Washington
10:30 - 12:00 noonVenueCategorySession ChairTitles
Track 1: @ Lake PushkarB2B MarketingRam KrishnanValue creation in B2B markets: An ecosystem perspective by R Krishnan & A Parasuraman (University of Miami, USA)
Co-creating effective and profitable customer solutions in business markets by Adnan Yusuf (The Australian National University, Australia) & Ujwal Kayande (Melbourne Business School, Australia)
Triadic business relationship: Can the traid be an intimate crowd? by Chloe Renault (HEC Paris )
Track 2: @ Lake DalSubsistence MarketingSrinivas VenugopalMicro-enterprise ecosystems in subsistence marketplace by Srinivas Venugopal & Madhu Viswanathan (University of Illinois, USA)
Entrepreneurship begets more entrepreneurship: New venture creation in the informal economy by Ishva Minefee, Madhu Viswanathan & Srinivas Venugopal (University of Illinois, USA)
Impact of MFI on BPL women in Tamilnadu by Mansurali A (PSG Institute of Management, Coimbatore)
Track 3: @ Lake VembanadInternet MarketingMonica RoseOnline price dispersion in India: Can the dispersion be explained by the service quality as seen through customer feedback on social media? by R Srinivasan, Vindhyalakshmi A Prasad (Indian Institute of Science, Bangalore)
Influence of social support and relationship quality on intention to adopt online transactions: A social commerce perspective by Monica Bhardwaj & Gaurav Tripathi (IIMT, Gurgaon)
Hedonic vs utilitarian behavior of online consumers: behavioural perspectives P Sathyapriya & G Radhakrishna (ICFAI Business School, Hyderabad)
Track 4: @ Lake ChilikaConsumer BehaviourAmit K GhoshChoice overload: Differential impact of information display formats on decision-making by Shawn Mathew (IIM, Ahmedabad) & Joshy Joseph (IIM, Kozhikode)
Purchase inefficiencies in the CPG market by Amit K Ghosh (Cleveland State University, USA)
Impact of information type and involvement on attitude: An examination of product label information by Sridhar Samu, Veenakondaveeti & Sheikha Alia (Indian School of Business, Hyderabad)
Track 5: @ Lake RedhillsIMCSM SatishInfluence and interaction of psychological factors on message persuasiveness: The missing links by Jithesh Kumar K (IIM Ahmedabad)
Paid pipers of advertising: Impact of celebrity and expert endorsers on consumer decision making by Joshy Joseph, Chhavi Gupta, Nitin Nasaria & Soumyarup Dasgupta (IIM Kozhikode)
Changing role portrayed by female in magazine advertisment : Content analysis by Satish SM (IIM Lucknow) & Sandhya AS (Jaipuria Institute of Management, Lucknow)
12:00 -12:15 pmTea Break
12:15 - 1:15 pmVenueCategorySession ChairTitles
Track 1: Lake PushkarSocial / Subsistence MarketingSaurabh MishraCorporate social responsibilities, lean operations and firm shareholder value by Saurabh Mishra (McGill University, Canada) & Sachin B Modi (University of Toledo, USA)
Transformative entrepreneurship in subsistence marketplaces: Insights from India by Srinivas Sridharan, Samir Gupta (Monash Unversity, Australia), Elliot Maltz (Willamette University, USA) & Madhu Viswanathan (Univeristy of Illinois, USA)
Track 2: @ Lake DalGreen MarketingAshish PujariGreenwashing in Indian green advertisements by Angeline Gautami Fernando, L Suganthi (CEG Anna University, Madras) & Bharadhwaj Sivakumaran (Great Lakes Institute of Management, Chennai)
Do strategic green alliance announcement affects firm's market value? by Ashish Pujari & Anna Sadovnikova (McMaster University, Canada)
Track 3: @ Lake VembanadSports MarketingAnil GuptaA study of store cues (interior and exterior) on consumer purchase decisions in retailing of sportwear goods by Rahul Gupta & Bharati S Gopal (Christ University Institute of Management Bangalore)
Who gains in sponsorship clutter? Impact on sponsors brand equity and team image by Anil Gupta, Anish Yousaf Naik & Neelika Arora (University of Jammu, Jammu)
Track 4: @ Lake ChilikaBeauty and MarketingHema YoganarasimhanEstimation of beauty contest auctions by Hema Yoganarasimhan (University of California, Davis)
Cosmetic surgey intent in emerging economies - Evidence from India by Geetha M & Sangeetha Priyadarshini ( SSN School of Management and Computer Applications, Chennai)
Track 5: @ Lake RedhillsCRMR N BalamuruganA study on lost customer analysis on enquiries made in car dealer - Study with reference to Coimbatore by M Sathish, RN Balamurugan, Hari Sundar G Ram, RS Sathyanarayanan & P Karthikeyan (PSG Institute of Management, Coimbatore)
Relationship between market orientation and organizational performance: A study from emerging market context by Nishu Marwah & Broto Rauth Bhardwaj (Bharati Vidyapeeth University, New Delhi)
1:15 - 2:00 pmLunch Break
2:00 - 3:30 pmVenueCategorySession ChairTitles
Track 1: @ Lake PushkarRetailingSubhadip RoyThe power of sight: Visual cues in organized retailing and its impact on customer by Subhadip Roy (IIM Udaipur) & Shilpa Bagdare (Devi Ahilya University, Indore)
Optimizing assortment plan for an apparel retailer in India by Banumathy S & R Neelakandan (Anna Unversity, Chennai)
Assessing key parameteres that determine the success of omni channel retailing in India by Ramkishen Y , Ralston Rajvaidya & Neha Yadav (K.J. Somaiya Institute of Management Studies and Research, Mumbai)
Track 2: @ Lake DalConsumer BehaviourJoshy JosephImpulsive buying: An exploration into self-esteem and normative interpersonal influence by Bandyopadhyay N (Goa Institute of Management, Goa), Israel D & Pradhan D (XLRI, Jamshedpur)
Audience personality traits and move genre preferences: The moderating effect of gender by Girish Balasubramanian, Israel D (XLRI, Jamshedpur), Arafat Khan (Neilson Company, Mumbai), T Pradeep Sundar (Ernst & Young, Bangalore) & Ramkrishan Shukla (ICICI Bank Ltd, Mumbai)
Impact on framing on individual saving decision by Joshey Joseph (IIM Kozhikode) & Amaeen Omar Shareef (Safi Institute of Advanced Study, Kerala)
Track 3: @ Lake VembanadSocial MediaRoopesh RaoSentiment analysis and social media: The new mantra for success by Satish Viswanathan (XLRI, Jamshedpur), Kamini Dhruva & KH Anil Kumar (Acharya Bangalore B-School, Bangalore)
Are twitter contests helping brands in customer engagement? by Anandan Pillai (Management Development Institute, Gurgaon) & Kalpana Chauhan (Delhi University, New Delhi)
Influence of SEO and social media marketing in building brand awareness & preferences by Roopesh Rao (Datta Meghe Institute of Management Studies, Nagpur)
Track 4: @ Lake ChilikaInternational MarketingA M SakthivelExamining the brand communication tools that impact brand preferences of women consumber buying intensions - Empirical investigation of Middle East by A M Sakkthivel (Sur Unversity College, Sultanate of Oman)
Which to promote for an acquired brand : Brand origin or country-of-production? by Ritesh Tiwari (IBS, Hyderabad)
 Track 5: @ Lake RedhillsHealthcare MarketingMeher Karuna MFactors affecting the pen habits of doctors by Saurabh Bhattacharya & Latika Anand (IBS Hyderabad)
Customer satisfaction in hospital services : Interactive marketing as a determining factor by M Meher Karuna & MLN Rao (Institute of Public Enterprises, Hyderabad)
Digital marketing in the Indian pharmaceutical industry : A study to assess the momentum of pharmaceutical marketing professionals in using digital marketing as a brand promotional lever by Smitha Sarma Ranganathan & Vishal C Bellani (IBS Business School, Bangalore)
 Track 6: @ Lake Fateh SagarGeneral MarketingRaj SethuramanWhen humans are believed to be the cause of global warming : the effect of environmental identity on pro-environmental behavior by Eui-Kyun Lee & Subramanian Sivaramakrishnan (University of Manitoba, Canada)
Illuminating the interplay between disposition tendency and disposition behavior : A mixed methods study by S Usha & Uma Chandrasekaran (Pondicherry University, Pondicherry)
Investigating influence of localization and tenure on country-of-origin effects and brand equity by Harsh Dadhich & Kamal Sharma (IIM Ahmedabad)
3:30 - 3:40 pmTea Break
3:40 PMTrip to Mahabalipuram
TimeDay Two : 28th December 2013
9:15 - 10:45 amVenueCategorySession ChairTitles
Track 1: @ Lake PushkarInsurance and MarketingUma ChandrasekaranE-consumption model for insurance agents by V Uma Maheswari & Uma Chandrasekaran (Pondicherry University, Pondicherry)
Brand association in Indian life insurance market : A qualitative approach towards customer based brand equity by Harshit Maurya, Rajeev Saxena (University of Lucknow, Lucknow) & Devashish Das Gupta (IIM Lucknow)
A study of purchase behaviour of insurance schemes in East India by Shamim S Mondal & Subhajit Majumder (Alliance University, Bangalore)
Track 2: @ Lake DalServices MarketingJacob AlexanderComparative analysis on service quality gap of two airline from UAE by Suchita Jha (NMIMS, Mumbai) & Ghazal Masarrat (Syscoms College, UAE)
Perceived fairness influencing turnover intentions of service employees by Mushtaq A Siddiqi (University of Kashmir, J&K)
Repositioning physical evidence to alter perceptions and encourage trial : A case research by Ray Titus, Jacob Alexander, Debashish Sengupta, Sajan Mathew (Alliance University, Bangalore)
Track 3: @ Lake VembanadConsumber BehaviourSekar RajuWhen committed consumers turn against a brand : A phychological contract perspective by Sekar Raju, Nicole Votolato Montgomery, Kalpesh Kaushik Desai & H Unnava Rao (Iowa State University, USA)
Analysing the multidimentional framework of impulse buying : A case of urban consumers in India by Alka Sharma & Ankita Nanda (Unversity of Jammu, Jammu)
Consumer vulnerability and passive consumption by Oswald AJ Mascarenhas (Saint Aloysius College, Mangalore), Ram Kesavan & Michael D Bernacchi (University of Detroit Mercy, USA)
Track 4: @ Lake ChilikaGeneral MarketingKissan JosephDo CMO incentive matter? An empirical investigation of CMO compensation and its impact on firm value by Kissan Joseph (University of Kansas, USA)
What drives young adults to digital piracy? A study of a Nordic country by Steven Lysonski & Srinivas Durvasula (Marquette University, WI)
Smart (phone) marketing - India's new marketing medium by Uma Anand D & Prathish SA (IIM Tiruchirapalli)
Track 5: @ Lake RedhillsSales ManagementRatneshwar SDemystifying adaptive selling : Exploring salesperson attributes and service behaviours by See Mei (Mandy) Lo (PCCW Ltd, Hong Kong) & Piyush Sharma (The Hong Kong Polytechnic University, Hong Kong)
Does it pay to beat around the bush? The case of the obfuscating salesperson by Barbara Bickart (Boston University, Boston), S Ratneshwar (University of Missouri, Columbia) & Maureen Morrin (Temple University, Philadelphia)
Instrumental leadership as a determinant of salesperson performance : Applying the extended full range leadership theory (FRLT) by Manoj Motiani (IIM Ahmedabad)
10.45 -11:00 amTea Break
11:00 - 12:30 pmVenueCategorySession ChairTitles
Track 1: @ Lake PushkarConsumer BehaviorHS SrivatsaInfluence of smoking regulations on the attitude and behaviour of nonsmokers, former smokers and current smokers by Sridhar Samu and Sheikha Alia (ISB, Hyderabad)
Meet the S.W.I.P.E - The emerging urban demographic : A research paper by Victor T Manickam (Welingkar Institute of Management Development and Research, Mumbai)
Application of TAM for acceptance of adult diapers : An exploratory study by Gururaj Kidiyoor & H S Srivatsa (TA Pai Management Institute, Manipal)
Track 2: @ Lake DalRetailingRajesh K AithalPrivate labels in Indian apparel retail : consumer preferences & proneness by Rajesh K Aithal (IIM Lucknow) & Harshit Maurya (University of Lucknow)
Drivers of retailers' sales : exploring the role of value, satisfaction and loyalty by Swagato Chatterjee, Giriraj Garg & G Shainesh (IIM Bangalore)
Exploring factors that influence channel choice behavior : From consumers' perspective by Meenakshi Priyabala (XLRI Jamshedpur)
Track 3: @ Lake VembanadIMCS SriramIs online newspaper advertising cannibalizing print advertising? by Shrihari Sridhar (Penn State University, Pennsylvania) & S Sriram (University of Michigan, USA)
Consumer's evaluation of ad-brand congruity on comparative advertising by Komal Nagar (University of Jammu, Jammu)
Do Multi-brand comparative ads enhance decision quality? - The role of information structure & product complexity by Arti D Kalro (IIT Bombay), Bharadhwaj Sivakumaran (Great Lakes Institute of Management, Chennai), Rahul R Marathe (IIT Madras)
Track 4: @ Lake ChilikaGeneral MarketingPV Sundar BalakrishnanRole of after sales service in brand equity with special reference to laptop users by B Issac Johny Rajaduri & V J Sivakumar (NIT Trichy)
Impact of trust of personal relationships and brand relationships by Anshuprabha Singh, S Sriram & M Prasanna Mohan Raj (Alliance University Bangalore)
The tale of the waiting customer : Innovation diffusion, service quality and production policies by PV (Sundar) Balakrishnan & Surya Pathak (University of Washington, Washington)
Track 5: @ Lake RedhillsGeneral MarketingGoutam ChallagallaSolution selling : The salesperson as a value broker by Goutam Challagalla , Ajay K Kohle (Scheller College of Business, USA) , Richard G McFarland (West Virgina University, West Virgina)
Customer focus in the commericial department of Indian railways - A customer relationship management prespective by A Clement Barnabas & V J Sivakumar (NIT, Trichy)
Transition to a market economy and corporate governance in privatizing firms by Jie Michael Guo, Sarah Hong Xiao, Chaojine Li (Durham University Business School UK), Gopalakrishnan R Iyer (Florida Atlantic University, USA)
12:30 - 1:15 pmLunch Break
1:15 - 2:45VenueCategorySession ChairTitles
Track 1: @ Lake PushkarConsumer BehaviorSrividya RaghavanScale development to measure different facets of consumer design perception : Smartphone context by Abhishek Mishra & Satyabhushan Dash (IIM, Lucknow)
Effect of attitude functions on attitude : Moderating effects of involvement, context and self-monitoring trait by Srividya Raghavan (IMT Hyderabad)
Impact of nostalgia on consumers' congnitive processing during evaluation : A conceptual framework and research propositions by Ekta Srivastava & Satish SM (IIM Lucknow)
Track 2: @ Lake DalIMC / OthersKirthi KalyanamEffects of mood and elaboration on processing and evaluation of goal-framed appeals by Sanjay Putrevu (University of Albany, New York)
Investigating relative channel impact on purchasing and visitation in a multi-channel retail environment by Marcel Goic, Kinshuk Jerath & Kirthi Kalyanam (Santa Clara University, USA)
A perception study towards outsourcing residential cleaning services by Vanathi Ramasamy (PSG Institute of Management, Coimbatore)
Track 3: @ Lake VembanadGeneral MarketingVenkatapparao MummalaneniLessons learned during a career lifetime teaching undergraduate market research courses : Innovations and continuous improvements by Ravi Parameswaran (Oakland University, USA)
Diversity as a goal in public procurement : A case study by Venkatapparao Mummalaneni (Virginia State University, Petersburg)
Religiosity and the search for halal compliance by Tajamul Islam & Uma Chandrasekaran (Pondicherry University, Pondicherry)
Track 4: @ Lake ChilikaModeling / OthersPK ViswanathanSifting the relative importance of the attributes in conjoint analysis : Key issues and ther resolution by PK Viswanathan (Great Lakes Institute of Management, Chennai)
Estimating price-cost margins from aggregate data under strategic price-setting by Sudhir Voleti & Ankit Anand (ISB Hyderabad)
Why two is better than one? Understanding psychological processes involved in integration of information from online consumer reviews & print advertisements by Rishi Dwesar & Venugopal Rao (IBS Hyderabad)
Track 5: @ Lake RedhillsHealth Communications / OthersBharadhwaj SivakumaranUnderstanding and addressing cataract-related eye care issues in rural India by Nachiketas N & Bharadhwaj Sivakumaran (Great Lakes Institute of Management, Chennai)
Enhancing health counsciousness among Indian consumers by Rashika Binani, Sudeep Saini, Karthik K Bhandary & Bharadhwaj Sivakumaran (Great Lakes Institure of Management, Chennai)
Understanding public engagement on social networking site pages of nonprofit organizations by Aishwarya R & Rajkumar (Anna University, Chennai)
Track 6: @ Lake Fateh SagarGeneral MarketingRaj SethuramanInformation technology convergence for enhancing customer experience in civil aviation by Chauhan Vinay & Manhas Deepak (University of Jammu, Jammu)
Analysis of social media marketing metrics for a B2B startup by Sumeet Kr Deepak & Uma Chandrasekaran (Pondicherry University, Pondicherry)
The effect of consumer brand equity on firm brand profitability: Insights from equilibrium analysis of duopoly models by Raj Sethuraman, William Dilon & Richard Briesch (Cox School of Business, Dallas)
2.45 - 3:00 pmTea Break
3:00 - 4:30 pmVenueCategorySession ChairTitles
Track 1: @ Lake PushkarConsumer BehaviorKalyan RamanI want therefore I need : The distortion of anticipated consumption utility to justify purchase by Piyush Kumar (University of Georgia, USA), Sridhar Samu & Sheikha Alia (ISB Hyderabad)
Attention, reward and customer strategies for sustainable growth by Kalyan Raman, Vijay Viswanathan, Frank Mulhern (Northwestern University, USA) & Hans Breiter (MGH & Harvard Medical School, Chicago)
Track 2: @ Lake DalRetailingD SwamySupermarket choice criteria : A factor analysis approach by D Swamy (Jansons School of Business, Coimbatore)
The effect of brand personality and brand love on loyalty and word of mouth : A study in the online retail context by Pinaki Roy (IIM Ahmedabad)
Track 3: @ Lake VembanadGeneral MarketingSrinath GopalakrishnaSegmenting and profiling the mutual fund investors by Saurabh Bhattacharya & Kavya Kudumula (IBS Hyderabad)
Investigative group motivation gains in sales by Jason Garrett (Bradley University, Peoria), Srinath Gopalakrishna (University of Missouri, Columbia) & Michael Aheame (University of Houston, Houston)
Track 4: @ Lake ChilikaGeneral MarketingAvadhanam RameshExploring Gen Y in decision making process for effective marketing by Vijay Viswanathan (Northwestern University, USA) & Varsha Jain (Mudra Institute of Communications, Ahmedabad)
Misplaced Marketing - Where the buck stops? By A Ramesh & K Suresh (Vignana Jyothi Institute of Management, AP)
Track 5: @ Lake RedhillsGeneral MarketingBipul KumarConundrum of sustainability and responsible consumption : Looking through the lens of social marketing by Bipul Kumar (IIM Ahmedabad)
An explanatory study on antecedents to customer engagement and comparison with loyalty by Sriram D (Great Lakes Institute of Management, Chennai)
Certificate Distribution

NASMEI CONFERENCE 2013 Photos

Body:

The 6th Great Lakes NASMEI (North American Society for Marketing Education in India) Marketing Conference was conducted at Great Lakes campus on December 29 & 30, 2012.The conference was a grand success attracting over 110 delegates from several countries like India, USA, UK, France, Switzerland and Canada. Over 40 delegates were from abroad while the others were from India.

The conference got off to an auspicious start with an invocation song from a Great Laker. Following the lighting of the auspicious lamp of knowledge, Dean Bala V Balachandran, Founder, Great Lakes welcomed the gathering in his inimitable style full of pithy one-liners.

Professor Pradeep Chintagunta, Joseph T. and Bernice S. Lewis, Distinguished Service Professor of Marketing, Booth School of Business, University of Chicago delivered the keynote address titled "Whisper or Shout? Either way, let the data speak". In an insightful address heard with rapt attention by all assembled, he pointed out with the help of a few recent research papers how marketers and researchers could benefit greatly by listening to data and observing peculiarities in data patterns.

The research sessions then started and all sessions were well attended. Delegates presented their papers on virtually all areas of Marketing such as Consumer Behaviour, Services Marketing, Modelling, Advertising, Strategy, Promotions, E-marketing and so on. It was a cutting edge stuff from some of the who’s who in the Marketing discipline.

Delegates while presenting their work received constructive feedback from other delegates, thus contributing to everyone’s learning. The conference was thus a great initiative in enhancing the state of academic marketing research in India. The PhD students benefited tremendously by interacting with senior delegates from India and abroad. A striking feature of the conference were the quality of research papers being presented which were of a very high order. This was not surprising after all, where else in India could one find a gathering that has over 100 papers in the top 4 Marketing journals worldwide?

It was not all about research, however. Delegates were taken to Mahabalipuram where they visited world-famous historic monuments and looked into the unique culture of ancient and modern Tamil Nadu.

NASMEI Conference 2012 Schedule

Time Day One: 29th December 2012
9:00 - 9:30 am Registration @ Registration Desk
9:30 - 10:30 am Inauguration @ Hall Manasarovar & Hall Veeranam
10:30 - 12:00 noon (Parallel Tracks) Venue Category Session Chair Titles
Track 1: @ Lake Ontario IMC Joshy Joseph Do they mix well?: The impact of transliterated expressions in print advertisements by Joshy Joseph (IIM, Kozhikode) & Susan Mathew (Rajagiri School of Management, Kochi)
All is fair-an analysis of fair & lovely - television advertisements by Dr. Falguni Vasavada-Oza & Farha Pathan (Mudra Institute of Communications, Ahmedabad)
Marketing communication and changes of hair care habits, an analysis among indian consumers by Gemini V Joy (VIT Business School, Vellore)
Track 2: @ Lake Michigan Social & Healthcare Marketing Sunita Guru A study on perception of doctors towards self-medication by Smriti Ojha (Mody Institute of Technology and Science, Rajasthan)
Intertwined destinies:How subsistence entrepreneurs and consumers harness social capital to overcome constraints and uncertainties by Srinivas Venugopal, Madhubalan Viswanathan, Rajagopal Echambadi & Srinivas Sridharan (Univ of Illinois Urbana Champaign)
Ethical and legal issues: Children's use of internet by Sunita Guru & Hemant Trivedi (Mudra Institute of Communications, Ahmedabad)
Track 3: @ Lake Huron Retailing Raj Sethuraman An empirical investigation of brand equity for national brands and store brands across multiple retailers: A bayesian semi-parametric model by Sudhir Voleti (ISB, Hyderabad) & Raj Sethuraman (Edwin L.Cox School of Business, USA)
Application of theory of reasoned action on purchasing private labels in consumer durables by Sita Mishra & Bikramjit Rishi (IMT, Ghaziabad)
Visualscape: Construction and validation of a scale to measure visual cues in organized retailing by Shilpa Bagdare (International Institute of Professional Studies, Indore) & Subhadip Roy (IBS, Hyderabad)
Track 4: @ Lake Erie Culture Abhijit Biswas Does vanity vary from country? A cross cultural perspective by Balaji C Krishnan (The University of Memphis, USA), Subhash Jha (IBS Hyderabad) & Abhijit Biswas (Wayne State University, USA)
Impact of culture on consumer search behavior by Debasmita Dey, Gajendran A M & Hariharan Ganesan & Bharadhwaj Sivakumaran (Great Lakes Institute of Management, Chennai)
Of man and product: A cultural contrast of consumer anthropomorphism by Phillip M.Hart (University of Memphis,USA) & Subhash Jha (ICFAI Business School, Hyderabad)
Track 5: @ Lake Superior General Marketing Goutam Challagalla Mobile payments in an Indian metro market-an attitudinal survey of potential users by Umesh Chandrasekhar & R Swamynathan (PSG Institute of Management, Coimbatore)
Interbrand competition and dual distribution by Manish Kacker & Ruhai Wu (McMaster University, Canada)
Customer opportunistic behavior: Does it help or hurt them? by Brian Murtha (University of Kentucky), Goutam Challagalla & Ajay Kohli (Georgia Institute of Technology)
12:00 -12:15 pm Tea Break
12:15 - 1:15 pm (Parallel Tracks) Venue Category Session Chair Titles
Track 1: @ Lake Ontario Green Marketing Narasimhan Srinivasan Green marketing- product preference for mass marketing by C Senthil Nathan (Bharathiyar University, Coimbatore) & A Velsamy (Sona School of Business Management, Salem)
Do multiple stakeholders have similar greenwashing concerns: A thematic analysis of online content by Angeline Gautami Fernando, L Suganthi (CEG Anna University, Chennai) & Bharadhwaj Sivakumaran (Great Lakes Institute of Management, Chennai)
Track 2: @ Lake Michigan Marketing & Films Ashish Sood A flap or a hit? Modeling the impact of the evolution of consumer reviews on movie success by Ashish Sood (Emory University), Mayukh Dass (Texas Tech University), Wolfgang Jank (University of South Florida) & Yue Tian (University of Maryland)
Rural consumers' perception towards two-wheeler marketing: Emperical evidences from Haryana by Sanjay Kumar (IIMT-Oxford Business University, Gurgaon), Bharti & Ajay Kumar (NIIT University, Jaipur)
Track 3: @ Lake Huron Employer Branding Manoharan Employer Branding - A study of relevance and scope by A V Shukla & Navin Shrivastava (Birla Insttute of Technology, UP)
Role of internal marketing in employer branding - An insight of selected IT companies by Manoharan (IFIM Business School, Bangalore) & Rajendra Nargundkar (IMT, Ghaziabad)
Track 4: @ Lake Erie Tech Marketing Achi Sharma A study of technological determinants of RFID adoption in the retail industry by Achi Sharma (Mody Institute of Technology & Science, Rajasthan)
The study of factors affecting online user's particpatory intention by Sapna Choraria (Unitedworld School of Business, Gujarat) & Prabhat Kumar Yadav (Nirma University, Gujarat)
1:15 - 2:00 pm Lunch Break
2:00 - 3:30 pm (Parallel Tracks) Venue Category Session Chair Titles
Track 1: @ Lake Ontario Conjoint Analysis P K Kannan Attributes and retal format preference for branded pulses by Geetha M & Gitanjali Naidu (SSN School of Management and Computer Applications, Chennai)
Understanding insurance plan choices by small businesses in the USA by Bhushan Kapoor & Rahul Bhaskar (California State University, USA)
Conjoint analysis for NFR dimensions and framework by Rajesh Radhakrishnan (IBM Global Technology Services) & P K Kannan (Robert H.Smith School of Business)
Track 2: @ Lake Michigan Internet Marketing Hema Yoganarasimhan The value of reputation in an online freelance by Hema Yoganarasimhan (University of California)
Utilitarian and hedonic value as drivers of online consumer intentions: A cross-country study by Mine Diren, Jean-Claude Usunier (University of Lausanne), Mary Gilly (University of California) & Tianjung Feng (Fudan University)
Market mavenism and consumer need for uniquenes: Marketing implications on brand advocacy and innovation adoption in a socially networked world by Jones Mathew & Pinaki Dasgupta (Indian Institute of Foreign Trade, New Delhi)
Track 3: @ Lake Huron Marketing & Finance Rakesh Niraj The role of market based assests in reducing the negative shareholder wealth effects of data breaches by Saurabh Mishra (McGill University, Canada), Michael A Wiles (Arizona State University) & Sachin B Modi (University of Toledo, USA)
Does customer satisfaction really affect financial performance? An empirical examination by Rakesh Niraj (Case-Weatherhead School of Management, USA), Anand Kumar Jaiswal & Piyush Sinha (IIM, Ahmedabad)
Strategic marketing of financial services: A study of non-banking finance companies by Shridevi V Patted (Government First Grade College, Bangalore) & M R Sollapur (Siddaganga Institute of Technology, Tumkur)
Track 4: @ Lake Erie International Marketing Gopalkrishnan R Iyer Technology cobbling and innovation cobbling in emerging markets by Gopalkrishnan R Iyer (Durham Business School, UK) & Arun Sharma (University of Miami)
Understanding country-of-origin effect in services sector- Do consumers behave any differently? by Harsh Dadhich (Indian Institute of Management, Ahmedabad)
Gauging the impact of local and alien culture on young consumers buying behavior-exploratory study on Middle East by A M Sakkthivel (Sur University College, Oman)
3:30 - 3:40 pm Tea Break
3:40 PM Trip to Mahabalipuram
Time Day Two : 30th December 2012
9:15 - 10:45 am (Parallel Tracks) Venue Category Session Chair Titles
Track 1: @ Lake Ontario Word-of-Mouth Subin Sudhir A conceptual framework for consumer purchase intention: eWOM perspective by Mithun Shrivastava & Sanjeev Varshney (XLRI, Jamshedpur)
Customer Motivations to share product related rumours by Subin Sudhir & Anandakuttan B Unnithan (IIM, Kozhikode)
Revenue impact of positivity ratio of user generated reviews by Rakesh Niraj & Jagdip Singh (Case Western Reserve University)
Track 2: @ Lake Michigan Personality & CB Mita Sujan The "whys" and "hows" of self-regulatory behaviors by Denise Buhrau (Stony Brook University, NY) & Mita Sujan (Tulane University, USA)
Deciphering the choice overload phenomenon- exploring the role of consideration sets and personality traits by Shawn Mathew, Piyush Kumar Sinha & Arindam Banerjee (IIM, Ahmedabad)
Personality and fashion consumption : A conceptual framework and preliminary findings by Rashmita Saran & Subhadip Roy (IBS, Hyderabad)
Track 3: @ Lake Huron Social and Healthcare Marketing Harish Sujan A consumer perspective on health information systems by Sankar Srinivasan (Sam Walton College of Business)
Doctors as salespeople improving relationships with patients to motivate better self-care by Harish Sujan, Timothy S Harlan, Mita Sujan, Richard Ager (Tulane University, USA)
The unethical in marketing practice: perceptions of postgraduate students in India by Vinod Madhavan & J. Ajith Kumar (T.A. Pai Management Institute, Manipal)
Track 4: @ Lake Erie CB Judith Lynne Zaichkowsky Application of TAM for acceptance of adult diapers: An exploratory study by Gururaj Kidiyoor & H S Srivatsa, T.A. Pai Management Institute, Manipal)
Ensuring the "real thing": A study of consumer's search for authentic goods by Judith Lynne Zaichkowsky (Beedie School of Business, Canada)
The perception of consumers towards B-segment cars and an evaluation of the effect of B-segment car communication on potential car consumers in Bangalore by Prasanna Mohan Raj & Ramesh Nair (Alliance University, Bangalore)
Track 5: @ Lake Superior Services Marketing G Shainesh Social power and the use and generation of word of mouth in services by Kalyani Menon (Wilfrid Laurier University)
Employee capabilities: Enablers of innovation at service marketing firms by Navneet Bhatnagar & P Vijayaraghavan (IIT, Madras)
Drivers of behavioral intentions for a new service among current customers by P Radhika, G Shainesh & Anup Krishnamurthy (IIM, Bangalore)
10.45 -11:00 am Tea Break
11:00 - 12:30 pm (Parallel Tracks) Venue Category Session Chair Titles
Track 1: @ Lake Ontario Sales Management Kissan Joseph How the salesperson influence the perception of fairness? A qualitative study by Juliet Fanny Poujol (Montpellier Research on Management and University of Montpellier) & Beatrice Siadou-Martin (IUT-University of Montpellier 2, France)
Are sales contests worthwhile? by Srinath Gopalakrishna (University of Missouri, Columbia), Jason Garrett ( Foster College of Business Administration, Peoria), Murali Mantrala (University of Missouri, Columbia) & Shrihari Sridhar (Penn State University, PA)
Probabilistic selling in vertical markets by Zelin Zhang & Kissan Joseph (University of Kansas)
Track 2: @ Lake Michigan Internet Marketing Ramkumar Janakiraman Integrating online customer reviews and print advertisements: An information integration approach by Rishi Dwesar (IBS, Hyderabad)
Intention to adopt self help technology - A discussion based on multicomponent TPB model & religiosity dimensions by R Lakshmi (VIT Business School, Vellore) & P Ganesan
Customers' social media participation and business value for firms: Evidence from field study by Rishika Ramkumar, Ramkumar Janakiraman (Texas A&M University), Ashish Kumar (Aalto University School of Business) & Ram Bezawada (Suny-Buffalo)
Track 3: @ Lake Huron Brand Equity Sunil Thomas Building brand equity through product innovation by Sunil Thomas (California State University, Fullerton) & Anuj Kapoor (Panjab University, Chandigarh)
Sport teams' brand equity index: An empirical investigation in context of television viewers by Anil Gupta & Anish Yousaf Naik (University of Jammu, Jammu)
Brand-coo knowledge and consumer based brand equity: An exploration of empirical linkages in an emerging market by Komal Nagar (University of Jammu, Jammu)
Track 4: @ Lake Erie CB Alka Sharma Intimacy in family and consumer behavior-a research agenda by Elangovan N (RVS Institute of Management Studies and Research, Coimbatore)
Exploring role of cause related marketing in enhancing the customer value by Alka Sharma & Shelleka Gupta (University of Jammu, Jammu)
An empirical study on factors affecting buying behavior of men's branded items by G Radha Krishna (IBS, Hyderabad)
Track 5: @ Lake Superior IMC Mitesh Thakker Investigating the persuasive impact of advergame on young children by Tathagata Ghosh (ICFAI Business School, Hyderabad)
Behavioral planning of offline media-measuring advertising performance using multifarious technology by Mitesh Thakker, Sayan Choudhary,Vinay Kumar (AdoRoi Marketing Science, India) & Anand V Bodapati (UCLA Anderson School of Management, Las Angeles
On the timing and depth of manufacturers' sales promotion decisions with forward-looking consumers by Yan Liu (Texas A&M University), Subramanian Balachander & Sumon Datta (Purdue University)
12:30 - 1:15 pm Lunch Break
1:15 - 2:45 pm (Parallel Tracks) Venue Category Session Chair Titles
Track 1: @ Lake Ontario Rel Mktg/CRM B P S Murti Exploring the moderating effects of relationship inertia and zone of tolerance on customer satisfaction-retention link in a CRM ecosystem: Empirical evidence from Indian banking industry by Arup Kumar Baksi (Bengal Institute of Technology & Management, West Bengal) & Bivraj Bhushan Parida (The University of Burdwan, West Bengal)
Horizon of HRM and internal marketing by S Srividhya (Mohammed Sathak College,Chennai) & C Stalin Shelly (T S Narayanaswami College, Chennai)
Evaluating the effect of affinity card programs on customer profitability using propensity score matching by Ali Bakhtiari, B P S Murti (University of Dallas, Texas) & Erin Steffes
Track 2: @ Lake Michigan General Marketing P V (Sundar) Balakrishnan From "I" to "we": The case of increasing multiple author papers in marketing by Joshy Joseph (IIM, Kozhikode)
New product development - Identifying research problem in the Indian NPD consumer goods sector by Rajeshwari Krishnamurthy (IIT, Madras)
Impeding the juggernaut of innovation diffusion : supply constrained models by P.V. (Sundar) Balakrishnan & Surya Pathak (University of Washington)
Track 3: @ Lake Huron General Marketing Subhadip Roy Brand personality as a signalling phenomenon: A theoretical model by Adapa Srinivasa Rao, Venugopala Rao & Sanjit Roy (IBS, Hyderabad)
Relative impact of service quality and trustworthiness on customer trust in Indian retail banking by Vibha N Arora & Subhadip Roy (IBS, Hyderabad)
The role of consumer mobile phone acquisition choice criteria and possession attachment on mobile phone disposition: A mixed methods study by Usha Seshadri & Uma Chandrasekaran (Pondicherry University, Pondicherry)
Track 4: @ Lake Erie General Marketing Srinivas Dhurvasula Accounting for measurement error on statistical significance and effect size estimate when examining latent mean differences by Srinivas Dhurvasula (Marquette University) & Subhash Sharma (University of South Carolina)
Neuro Marketing: Integrating neuroscience and marketing with technology as a facilitator by Jacob Alexander, Ray Titus, Thomason Rajan & Sajan Mathew (Alliance University, Bangalore)
Destination choice factors of tourists: A study of ecotourism in India by Pooja Chopra (Delhi University, Delhi)
2.45 - 3:00 pm Tea Break
3:00 - 4:30 pm (Parallel Tracks) Venue Category Session Chair Titles
Track 1: @ Lake Ontario IMC Delane Botelho Multi media consumption: changing preferences of consumers in Brazil by Delane Botelho & Stanlei Nelson Bellan (Sao Paulo Business Administration School of Fundacao Getulio Vargas, Brazil)
Married and mismatch: Investigating the effectiveness of martial status and role congruence of female celebrities by Subhadip Roy (IBS,Hyderabad) & Neetika Kaur Saluja (The IIS University, Jaipur)
Study of OOH media in the Bangalore market and its impact on media and consumer decisions by Rahul Gupta & Bharathi S Gopal (Christ University of Management, Bangalore)
Track 2: @ Lake Michigan Internet Marketing Puneet Manchanda Bid adieu to online news websites by Dhiraj Sharma (IMT, Ghaziabad) & Yogesh Upadhyay (Jiwaji University, Gwalior)
Social dollars: The economic impact of customer participation in a firm-sponsored online community by Puneet Manchanda, Grant Packard & Adithya Pattabhiramaiah (University of Michigan)
Creating an effective website user experience by Srikant Beragati & Uma Chandrasekaran (Pondicherry Central University, Pondicherry)
Track 3: @ Lake Huron Branding/ Brand Equity Sushant Kumar Brand name fit using formant analysis by Sunny Arora, Arti D Kalro & Dinesh Sharma (IIT, Bombay)
Parodying the troubles-The role of brand parody in an online anti-brand movement by Sushant Kumar, Satish S Maheswarappa, Ashish Dubey & Sushil Kumar (IIM, Lucknow)
Track 4: @ Lake Erie General Marketing Rajesh K Aithal Reaching rural markets: The distribution entrepreneur way by Rajesh K Aithal (IIM, Lucknow)
Services: Adoptation of self services technologies (SST)-A study on the intention of the educated youth to use internet banking services by V V Ravikumar (Xavier Institute of Management and Entrepreneurship, Bangalore)
Role of perception in consumer choice and equilibrium market demand by Onesun Steve Yoo (University College London, UK) & Rakesh Sarin (UCLA Anderson School of Management, USA)
4.30 pm Valedictory Function

 

NASMEI CONFERENCE 2012 Photos

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The Kotler Srinivasan Center for Research in Marketing proudly presented the 5th Great Lakes NASMEI (North American Society for Marketing Education in India) at Great Lakes Institute of Management on December 29 & 30, 2011. This year, we received an overwhelming response; 80 delegates came from all over the world - the US, Australia, New Zealand and of course, India. The turnout would have been much higher but unfortunately, Cyclone Thane played spoilsport and struck nearby Pondicherry exactly on the days of the conference. Still, the delegates braved the rain and wind cheerfully. The students and Great Lakes staff were hospitality personified and went out of their way to help the delegates even for minute matters, something that was greatly appreciated by the latter.

In a gala opening, Dean Bala V Balachandran of Great Lakes Institute of Management warmly welcomed the gathering in his inimitable way. He spoke of the growing stature of the Great Lakes NASMEI conference and mentioned that MSI (Marketing Science Institute, the world's leading body for industry-research interaction in Marketing) co-sponsoring the Great Lakes NASMEI Conference spoke volumes about the quality of the conference.

The Keynote speaker Prof. Sridhar Moorthy, Manny Rotman Professor of Marketing, Rotman School of Business, University of Toronto delivered a riveting address. His talk on the latest techniques in empirical research in Marketing was an eye opener for almost all, especially the PhD students in attendance. Prof. Moorthy is a highly acclaimed and distinguished researcher. He has published multiple times in all the leading marketing journals. Dean Fenwick Huss of the Robinson School of Business, Georgia State University delivered the Special Address. In his speech, Dean Huss stressed the importance of research and teaching. He also extolled the values that Great Lakes stands for and mentioned this as a key reason why Robinson School tied up with Great Lakes.

The function also saw a book on "Sales and Distribution Management" co-authored by the prolific Prof. Tapan Panda, Director, Kotler-Srinivasan Center for Marketing Research and Professor (Marketing), Great Lakes, being released by Dean Huss and Professor Moorthy.

The papers that were presented were in all areas of Marketing - advertising, consumer behaviour, pricing, customer relationship management (CRM), retailing, B2B marketing, research methods, services marketing and others. This also makes our conference one of the most eclectic ones in the world. A special feature our conference has always been the special sessions for PhD students. They received valuable feedback from stalwarts of the field who would be in attendance.

All in all, while the weather made things wet, it did not dampen the spirits of the delegates or the organizers. This meant that when the final bell rang on the last paper presented, delegates walked away happy, knowing that they had attended one of the finest Marketing conferences in India, indeed Asia.

Detailed Schedule

Time Day One: 29th December 2011
9.00 to 9.15 am Registration @ Registration Desk
9.15 to 10.30 am Inauguration @ Hall Manasarovar & Hall Veeranam
10.45 am to 12.15 pm Parallel Tracks
Track 1:@ Lake Ontario Track 2:@ Lake Heron Track 3:@ Lake Superior Track 4:@ Lake Michigan
Branding Phd Special Session Consumer Behaviour General Marketing
I'M Lovin' It': Liking for slogans and the factors that impact it by Chiranjeev Kohli & Sunil Thomas (California State University Fullerton) Reconciliation of Resource Advantage (R-A) and Service Dominant Logic (S-D) theories: A study of service innovation in social marketing programme by Rajeev Verma (IIM Indore) & Jyoti Verma (Nirma Institute of Management, Gujarat) Visual information in consumer choice: The impact of visual presentation form on experiential and search attribute choice by R.Krishnan, Claudia Townsend (University of Miami), Anne L Roggevee and Dhruv Grewal(Babson College) The informational role of product trade-ins for pricing durable goods by S. Siddarth & Anthony J Dukes (University of Southern California), Ohjin Kwon (Concordia University) & Jorge M. Silva-Risso (University of California, Riverside)
Branding Research by Sridhar Moorthy, Rotman School, Toronto Customer based brand equity measurement model: A categorization and positioning analysis by Ishwar Kumar, Zillur Rahman, Ruchi Garg (IIT, Roorkee) Mobile phone dependency: Impairment in behavioral control among Indian consumers by Gemini V Joy (VIT University, Vellore)
Battle of Equals : Impact of comparative advertising on brand Imager by Arti D Kalro (IIT Bombay), Mathew A Thomas (CA) & Rahul R Marathe (IIT Madras) Revenue churn behavior of telecom consumers - An overview by Geetha.M & Jensolin Ambithakumari ( SSN School of Management and Computer Applications, Chennai) Influence of marketing mix elements in brand choice of economy segment SUV's and MUV's by M. Prasanna Mohan Raj (School of Business Alliance University, Bangalore) & Jishnu Sasikumar (Mahindra & Mahindra Ltd, Bangalore)
12.15 to 12.30 pm Tea Break
12.30 to 1.30 pm Scale Development Phd Special Session International Marketing Consumer Behaviour
Measuring global consumer acculturation commonality across countries by Srinivas Durvasulu & Steven Lysonski (Marquette University, USA) Understanding buyer behaviour for electronic goods - A Netnographic study of Indian consumer forums by Giridhar Ramachandran & Preetha Menon (IIT Madras) Promotion of pure New Zealand as a destination brand : an exploratory study of the impact on the outbound Chinese tourism market by Ravi Bhat ( UNITEC Institute of Technology, New Zealand) & Meng Xue (Brain) (Auckland Institute of Studies, New Zealand) Superstitions, rituals and consumer behavior: A way to go for marketers by Anagha Shukre (Institute of Management Studies, Delhi)
Development of comprehensive measurement scale for consumers' perceived risk from innovative offering in the marketplace by Framarz Byramjee (Indian University of Pennsylvania, USA) Influence of content generation process customer engagement-A study of brand communities on social media by Anandan Pillai, A.P. Arora, Jyostna Bhatnagar, (Management Development Institute, Gurgaon), Robert Kozinets, (Schulish School of Business, York University, Canada) Assessing the prospects of processed fruit & vegetable from India to Gulf countries by Suchitha Jha & Chandrima Sikdar (Narsee Monjee Institute of Management Studies, Mumbai) A study on the effectiveness of emotional versus rational appeals used in TV Ads by Sabita Mahapatra (IIM, Indore)
Identifying the presence and cause of fashion cycles in the choice of given names by Hema Yoganarasimhan (University of California, Davis )
1.30 to 2.00 pm Lunch
2.00 to 3.30pm Retailing Phd Special Session General Marketing
Customer perception towards retail store environment : An empirical study by B. Saipriya ( Asan Memorial Institute of Management, Chennai) & R. RadjaManogary (St. Joseph's College Of Engineering, Chennai) Integrating service experience and brand experience : A new conceptual framework by Rashmita Saran & Subhadip Roy (IBS, Hyderabad) The dynamics between negative corporate social performance, marketing capability, shareholder wealth by Saurabh Mishra (McGill University, Canada) & Sachin B Modi (University of Toledo, USA)
"Do you sway with the music?"Effect of store atmospherics on product selection by Joshy Joseph (IIM, Kozhikode) Brand credibility as a measure of brand extensions by Swagato Chatterjee , Aruna Divya .T & Srinivasa Prakhya (IIM, Bangalore) Demographic antecedents of online shopping barriers by Sunita Guru, Rajneesh Krishna (MICA Ahmedabad) & Rajikant Patel (Sarder Patel University, Gujarath)
An empirical study of impact of organized retail boom on unorganized retail sector- "A paradigm shift from pyramid to new multifaceted consumer class in India" by Deblina Vashishta (Alliance Business School, Bangalore) & Shilpa Santosh Chadichal (Alliance Business Academy, Bangalore) Linking IM programs, IMO and job outcomes: The frontline employee perspective by Ahmed Shahriar Ferdous & Michael Jay Polonsky (Deakin University, Australia) An empirical investigation of the link between social media effort and firm value by Ramkumar Janakiraman, Rishika Ramkumar (Mays Business School, Texas A&M University) Ashish Kumar (State University of Newyork Buffalo) & Ram Bezawada
3.30 to 3.45 pm Tea Break
3.45 to 5.15 pm Research Methods Phd Special Session IMC
Assessing customers' priorities by V. "Seenu" Srinivasan (Standford University, USA) Framework for understanding online impulse buying : An empirical study by Arjun CVM, Gayatri Iyer, Bharadhwaj Sivakumaran (GLIM, Chennai) Reaching the heart through the ears: A study on the appeal of select TVCs to the auditory sense of the audience by Victor Anandkumar & Bushan D Sudhakar (Pondicherry University, Puducherry)
Testing non-response bias in survey data: an updated approach by Ujwal Kayande & Songting Dong (Australian National University Australia) A dual process model of impulse purchase by Ashwani Singh ( IIM, Bangalore) Emotional appeals in advertising and their impact on customers buying decisions by S.Manoharan (IFIM Business School, Bangalore) & Rajendra Nargundkar (IMT Nagpur)
Neuromarketing a buzz in the world of creativity by Jacob Alexander (Alliance University, Bangalore) Understanding consumer preferences for Trade-ins: A study of the Indian consumer market by Preetha Menon & P.Vijayaraghavan (IIT, Madras) Are comparative Ads effective? How brand familiarity moderates the effect of brand credibility by Komal Nagar & Hema Sharma (University of Jammu, Jammu)
Time Day Two: 30th December 2011
9.30 - 11.00 am Track 1:@ Lake Ontario Track 2:@ Lake Erie Track 3: Lake Superior
Consumer Behaviour Phd Special Session General Marketing
Micro-enterprise ecosystems in subsistence marketplaces by Madhu Viswanathan & Srinivas Venugopal (University of Illinois, Chicago) Determinants of student information search for higher education by Annie Jacob (IIT, Madras) The Role of Stability in Cross-Functional Product Development Teams, by Anju Sethi and Rajesh Sethi, Clarkson University
Cultural orientations and user motivation to be on social networking sites: effects on self presentation and self disclosure by Anil Gupta & Neelika Arora (University of Jammu, Jammu) Measuring overall customer retention using regression on cumulative RFM analysis by Samuel Jeshurun Balli (NITIE Mumbai) Impact of image fit and nationality of brands with a global sporting event: An empirical analysis by Subhadip Roy & Rajdeep Chakraborti (IBS, Hyderabad)
Impact of advertisement and consumer experience in CBBE model of mobile handset brands by Prof. Gemini V. Joy (VIT University, Vellore) Dual brand loyalty: determinants and relationship with customer value by S. Arunachalam, Sridhar N. Ramaswami (Iowa University, USA) & Kirti Rajagoplan (Washington State University, USA) The marketing challenge for social enterprises by Ven Sriram & Tigineh Mersha (University of Baltimore, USA)
11.00 - 11.15 am Tea Break
11.15am - 12.45 pm Retailing Phd Special Session General Marketing Phd Special Session
Investigation of higher factor structure in structural equation modeling by Geetha.M (SSN School of Management and Computer Applications, Chennai) & Prof. Bharadwaj Sivakumaran (GLIM, Chennai) Clubs, nations and the 'Beautiful Game': Can country of origin effects be extended to professional football teams? By Sunny Bose & (ICFAI University, Dehradun) & Rajdeep Chakraborti (IBS, hyderabad) A comparative study of specific investments in contractually governed marketing channel relationships in emerging and developed markets by Manish Kacker (McMaster University, Canada) & Audhesh K Paswan (University of North Texas, USA) Exploring relationships among hospital marketing effort, customer's demographic characteristics and hospital brand equity: A conceptual framework for hospital services by Ravi Shekhar Kumar, Satyabhushan Dash & Prem Chandra Purwar (IIM, Lucknow)
Influence of shopping lifestyle, shopping motives and knowledge on apparel store patronage: comparison between specialty and general cloth merchant stores in India by Satish S.M (IIM Lucknow) & Sandhya A.S (Jaipuria Institute of Management, Lucknow) Brand Communities on Facebook: An exploratory study on user participation on Facebook pages by Sushant Kumar & Dr. Sathish S.M. (IIM Lucknow) Linking price to profit: Theory and empirical evidence by Vinay Kanetkar (University of Guelph, Canada) CSR as marketing strategy in India: An empirical investigation by Sharad Agarwal (IIM Indore) & Ramendra Singh (IIM Calcutta) & A. Kanagaraj (IIM Indore)
A study on preference of small pack in select FMCG products at Trichy west region by C. Senthil Nathan & A. Velsamy (Care School of Business Management, Trichy) Psychological Characteristics of Market Mavens Impacting the Propensity to Word of Mouth by Tathaghata Ghosh Active philanthropy or corporate dog bite: An Investigation into the CSR Initiatives of Companies by Ramya K.N & Joshy Joseph (IIM, Kozhikode)
12.45 - 1.15 pm Lunch
1.15 - 2.45 pm CRM / Loyalty Phd Special Session General Marketing Phd Special Session
Role of brand personality on the relationship between brand experience and brand loyalty by B. Ramaseshan & Natalie Ng (Curtin University, Australia) Measuring the influence of personality traits on customer-oriented service behaviour and service recovery performance by Siddhartha Sarkar (IIT Bombay) & Meenakshi Rawani (Nirma University, Gujarath) Services globally: A fourfold typology of standardization, mass-customization, localization and personlization by Ram Kesavan Oswald Mascarenhas, Eric Panitz & Michael Bernacchi (University of Detroit Mercy, USA) Pricing perishable products with a view to maximize profits by Manpreet Singh Gill (LGC Ludhiana) & Dr. Atanu Adhikari (IIM Kozhikode)
Customer relationships: Business strategy for Competitive Advantage by Kalpana Chauhan (Fortune Institute of International Business, New Delhi) Profitability of unorganised service sector: A sustainable marketing approach by Swagato Chatterjee (IIM Bangalore) & Arpita Ghatak (IISWBM, Kolkata) An empirical investigation of customer preferences structure for life insurance services by Dr. Masood H. Siddiqui (Jaipuria Institute of Management, Lucknow) & Tripti Ghosh Sharma (IILM-Graduate School of Management, Greater Noida) Goal congruency, personality congruency and interdependence as antecedents to customer engagement behavior by Sriram Dorai (XLRI Jamshedpur)
Relationship Quality of Apparel Retailers in India by Gaurav Tripathi (IIMT, Gurgaon) & Kartik Dave (BIMTECH, Greater Noida) Psychographics of low income consumers in an emerging market by Sonali Hiremath & S. Ramesh Kumar (IIM, Bangalore) What influences new brand adoption? An Indian perspective by Sunanda Easwaran (Welingkar Institute of Management Development and Research, Bangalore) & Purnima Ramaswamy (MS Ramaiah Institute of Management, Bangalore) Electrical motor: A metaphorical look at consumer behaviour by Subin Sudhir (IIM, Kozhikode)
2.45 - 3.00 pm Tea Break
3.00 - 4.30 pm Consumer Behaviour Phd Special Session Phd Special Session
Consumer Perception towards Newspapers : A study with reference to Coimbatore by M. Sathish, Umesh Chandrasekar, Dr. R. Swamynathan, Dr. J. Sekkizhar (PSG College of Technology, Coimbatore) Perfect Regression: A sinusoidal expansion of discrete coplanar points by Nilotpal Kanti Sinha (GLIM, Chennai) Attitudes of people towards usage of helmets by Ankit Goel & Ravi Pandey (IIM Ranchi)
Factors influencing green consumption among consumers: investigating the role of guilt, commitment, and descriptive Beliefs by Ansh Gupta & Sathish SM (IIM Lucknow) Importance of colour in product packaging and their impact on consumer behavior by Ashvin Patil & Shubhankar Rai (IIM Ranchi) Effect of attitude function on attitude and the mediating role of affective and cognitive evaluation by Srividya Raghavan (IBS, Hyderabad)
Impulse Buying at Airport Terminals: A Case of Indian Consumers by Dr. Alka Sharma & Ankita Nanda (University of Jammu, Jammu) Colgate's brand image by Ekansh Kumar, Raghuveer Surupa & Shrey Kumar Singh (IIM, Ranchi) Adoption of technology facilitated services - A study of business correspondent banking by Sanjay Patro & Indranil Roy Chowdhury (XLRI Jamshedpur)

NASMEI Conference 2011 PHOTOS

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NASMEI Conference 2010

The 4th Great Lakes NASMEI (North American Society for Marketing Education in India) Marketing Conference was held at Great Lakes Institute of Management campus on December 23 & 24, 2010. Dr. Bala V Balachandran, Dean, Great Lakes, welcomed the gathering and thanked the delegates for coming.

Prof Siva Balasubramanian, Associate Dean, Stuart School of Business, Illinois Institute of Technology, Chicago delivered a riveting keynote address. He spoke of the need for Marketing educators to bring in material from other diverse disciplines such as design and sociology.

Prof Rajan Varadarajan, Ford Chair Professor in Marketing & E-Commerce, Mays Business School and a former editor of the Journal of Marketing, spoke on research in emerging markets.

More than 75 delegates attended the conference and presented papers. The delegates were from India, USA, Australia, Hong Kong and New Zealand. They presented papers on all areas of Marketing - Consumer Behaviour, services marketing, advertising, modeling and so on. A trip to nearby Mahabalipuram was also organized for delegates

It was a rich intellectual feast for all concerned and delegates were impressed in having attended one of the finest conferences in India.

Detailed Schedule

Time Day One: 23rd December 2010
9.00 to 9.30 am Registration @ Reception Desk
9.30 to 10.30 am Inauguration @ Hall Manasarovar & Veeranam
10.45 am to 12.15 pm Parallel Tracks
Track 1:@ Lake Michigan Track 2: @ Lake Ontario Track 3:@ Conference Room Track 4:@ Veeranam
Review, State of Research Modelling Consumer Behaviour PhD Special Session
Review of Consumer Behaviour Research by Varshney Sanjeev (XLRI, Jamshedpur) What if Marketers Put Customers Ahead of Profits? by Scott Shriver and V. Srinivasan(Stanford University, Stanford, USA) Level Based positioning strategies and their impact in decision making in consumer electronics by Manoharan ( IFIM Business School, Bangalore) & Rajendra Nargundkar (IMT, Nagpur) A Comparative Study of some brand switching models in marketing by Rashmita Saran((IFHE, Hyderabad) & RJR Swamy(IRSC, Hyderabad)
From Methodological Rigor to a Domain Knowledge Paradigm: A Small Step for Marketing Research, a Potentially Giant Leap for the Marketing Discipline by Ravi Parameswaran(Oakland University, USA) Non-Compensatory Dyadic Choices by Neeraj Arora (University of Wisconsin- Madison, USA), Ty Henderson(University of Texas at Austin, USA) & Qing Liu (University of Wisconsin- Madison, USA) Inclusive growth and Consumer Empowerment - Role of Government and Industry by Pratima Sheorey & Anita Gupta(Symbiosis Infotech Campus, Pune) Emotional Detachment from Brands: A theoretical framework by Sanchita Ghosh & Prasad Begde(Mody Institute of Technology and Science, Rajasthan)
Musings on the Half-life of Knowledge: A commentary on emerging markets focused research in Marketing by Rajan Varadarajan (Texas A&M University) Customer Defection: An investigation of 'LOST' customers by K. B. Pavithran(Cochin University of Science and Technology, Kochi) & Neetha J. Eappen(Rajagiri Centre for Business Studies, Kochi) The Effect of Non Sports Celebrity Endorsements on Brand and Team Related Intentions by Anita Pansari & Subhadip Roy(IBS, Hyderabad)
12.15 to 12.30 pm Tea Break
Time Day One: 23rd December 2010
12.30 to 1.30 pm Parallel Tracks
Track 1:@ Lake Michigan Track 2: @ Lake Ontario Track 3:@ Conference Room
Modelling Illicit/Illegal CB Consumer Behaviour
Dynamic Marketing Budgeting For Platform firms: Theory, Evidence and application by Shrihari Sridhar(Michigan State University, USA), Murali K. Mantrala(University of Missouri, USA), Prasad A. Naik(University of California Davis, USA) & Esther Thorson(University of Missouri, USA) Illicit copying networks for information goods: implication for pricing and profits by Michael R Galbreth(Moore School of Business,University of South Carolina, USA), Bikram Ghosh(Moore School of Business,University of South Carolina, USA), MikhaelShor(Vanderbilt University, USA) Luxury / Prestige branded products -Does it convey a sense of sel-esteem and professionalism among men? by Gemini V Joy (VIT Business School, Vellore)
Predicting corporate credit default probability- a combinatorial approach by P.K. Viswanathan(IFMR, Chennai), G. Balasubramanian (IFMR, Chennai), V. Subramanian (IFMR,Chennai) & R. Venkatraman (IFMR, Chennai Counterfeit Purchase Behaviour: Towards a Comprehensive Conceptual Framework by Piyush Sharma & Ricky Y. K. Chan (Hong Kong Polytechnic University, Hong Kong) Exploring the Co-creation process of Customer Value in the context of Reality TV Shows by Anil Gupta (University of Jammu) & Neelika Arora (University of Jammu)
1.30 to 2.15 pm Lunch
Time Day One: 23rd December 2010
2.15 -3.45 pm Parallel Tracks
Track 1:@ Lake Michigan Track 2: @ Lake Ontario Track 3:@ Conference Room
General Marketing IMC PhD special Session
New Product Development - What is the right eco-system? by K. Rajeshwari, Doris John (Chennai Business School,Chennai) Information processing modes and comparative advertising formats: An empirical investigation by Arti D. Kalro(IIT Madras), Bharadhwaj Sivakumaran(Great Lakes Institute of Management, Chennai), Rahul R. Marathe(IIT Madras) Customer Relationship Marketing in Indian Steel Industry by Kaushik Bhattacharya(IIT Kharagpur) & Biplab Datta(IIT Kharagpur)
Emergence of 'Consumer Group Buying on the web' in India: Some Marketing Implications by Varinder M. Sharma & Shobith Balaram(Indiana University of Pennsylvania, USA) Influence of Attitude toward the advertisement on Brand Loyalty: An empirical Investigation among Indian Users by Komal Nagar (University of Jammu) Exploring the dimensionality of CRM effectiveness in a banking context by V. J. Sivakumar (NIT, Tiruchirappalli)& C. Padmavathy(NIT, Tiruchirappalli)
Employer Branding: Differentiating Quotient for India Inc. by Ravi Kiran (FICCI, Hyderabad) & Sharon S. Andrew (Bharadhidasan Institute of Management, Bangalore) Measuring Gender Stereotypes Using the Gender Stereotyping Index: Preliminary Results from a Study on Indian Television Ads by Mallika Das(Mount Saint Vincent University, Canada) Effect of Loyalty Marketing on Corporate Brand Equity: Consumer's Perspective by Anurag Kansal (IIM, Indore)
3.45 to 4.00 pm Tea Break
Time Day One: 23rd December 2010
4 to 5.30 pm Parallel Tracks
Track 1:@ Lake Michigan Track 2: @ Lake Ontario Track 3:@ Conference Room
CRM PhD special Session CSR
Loyalty Intentions: The Role of Product Category Involvement and Customer Relationship Proneness by B. Ramaseshan (Curtin University, Perth,Australia) Empirical Examination of Factors that Influence Disposition Practice of Consumers by Srividya Raghavan & Rajdeep Chakraborti (IBS, Hyderabad) Cause Related Marketing: An identification of relevant cause attributes by Kevin O'Doherty & Vinay Kanetkar(University of Guelph, Ontario, USA)
Examination of factors affecting business buyer's relationship continuity intention: A study in Indian steel industry by Satyajit Jena (SAIL,Ranchi), Kalyan Kumar Guin(IIT, Kharagpur), Satyabhusan Dash(IIM, Lucknow) & Dr.Gazal Massrat Impact of Perceived Risk and Computer Self-Efficacy on Internet Banking Usage: An Empirical Investigation by Ankit Kesharwani(IBS, Hyderabad) & Trilochan Tripathy(IBS, Hyderabad) Role of Brand - Cause Fit and the Effects on Consumer Attitudes and Purchase Intentions When A Celebrity Supports Cause Related Marketing Communication? by Anil Gupta(University of Jammu) & Alka Sharma(University of Jammu)
An indication of Customer Loyalty from Customer Satisfaction Data: a case of Indian Retail Market by Rajib Roy(B. C. Roy Engineering College, Durgapur, West Bengal) & Partha Pratim Sengupta(NIT, Durgapur, West Bengal) Sustainable business practices in Indian Banks by H.S Srivatsa(TAPMI,Manipal)
6.30 pm Dinner
Time Day Two: 24th December 2010
9.15 am Keynote Address by Dr. Rajan Varadarajan, Ford Chair in Marketing & E-Commerce, Texas A & M University, USA
10.00 to 11.30 am Parallel Tracks
Track 1:@ Lake Michigan Track 2: @ Lake Ontario Track 3:@ Conference Room
PhD special Session Consumer Behaviour IMC
Channel-Partner Relationship Management: An Indian Perspective by Arun Kumar, Nayan Jyoti Malakar, Deepali Singh(ABV-IIITM, Gwalior) Customer's purchase behavior of consumer electronics in Chinese supermarkets/hypermarkets by Ravi Bhat (School of Business UNITEC Institute of Technology), JiYu Ou (Martin) (Auckland Institute of Studies, New Zealand), Sanjaya S. Gaur (Auckland University of Technology,NewZealand) Modeling antecedents of attitude to the brand in movie placements by Hemant Patwardhan( Winthrop University,USA), Siva K. Balasubramanian( IIT Stuart School of Business, Chicago, USA), Deepa Pillai,(Utah Valley University, Orem, UT, USA), Kesha K. Coker(Eastern Illinois University, Charleston, IL, USA)
Factors affecting Trade-ins: A study of young consumers in India by Preetha Menon (IIT, Chennai) Do Missed Opportunities Always Cast a Shadow? Not Quite! by Partha Krishnamurthy( University of Houston, USA), Demetra Andrews( Florida State University, USA)& Anu Sivaraman(University of Delaware, USA) A Joint Advertiser-Viewer Responsibility Paradigm by Oswald A. J. Mascarenhas, Ram Kesavan, Michael D. Bernacchi (University of Detroit,Mercy, USA)
Antecedents and consequences of brand trust in baby care product brands: A conceptual framework by Neha Srivastava, Amit Mookerjee(IIM, Lucknow)& Satyabhusan Dash(IIM, Lucknow) Toward a Theory of Consumption by Nanda K. Viswanathan,(Delaware State University, USA)
11.30 to 11.45 am Tea Break
Time Day Two: 24th December 2010
11.45 am to 1.15 pm Parallel Tracks
Track 1:@ Lake Michigan Track 2: @ Lake Ontario Track 3:@ Conference Room
Entrepreneurial Marketing Education and Marketing PhD special Session
Entrepreneurial and market orientation of the Indian IT entrepreneur's ability to deliver superior customer value by Ravi Bhat (School of Business, UNITEC Institute of Technology), Sanjaya S. Gaur (Auckland University of Technology, New Zealand) Improving Instruction in Higher Education by using Learning Styles by Narasimhan Srinivasan and Wei Chen(University of Connecticut, Storrs, USA) Antecedents of intention to adopt mobile based payment solutions - An empircal evaluation in the Indian context by Indranil Roy Chowdhury & Sanjay K. Patro (XLRI, Jamshedpur)
Skills, Resources and entrepreneurial performance: A preliminary study by Tigineh Mersha & Ven Sriram(University of Baltimore, Baltimore, USA) Serval - The uni-dimensional service personal values scale by Srinivas Durvasula(Marquette University, USA), Steven Lysonski (Marquette University, USA), A.D. Madhavi Meaning Transfer Between Events and Brands: A Conceptual Framework by Rajdeep Chakraborti & Subhadip Roy, (IBS, Hyderabad)
Engagement With Emergent Entrepreneurship In Subsistence Marketplaces: Insights From An Educational Enterprise in South India by Srinivas Venugopal & Madhu Viswanathan(University of Illinois, Urbana-Champaign, USA) Measuring the Performance of Integrated Marketing Communication in Hotels by Karthik Saravana Raja G(NIT, Tiruchirappalli)
1.15 to 2 pm Lunch
Time Day Two: 24th December 2010
2 to 3.30 pm Parallel Tracks
Track 1:@ Lake Michigan Track 2: @ Lake Ontario Track 3:@ Conference Room Track 4:@ Lake Veeranam
Hedonic Behaviours IMC General Marketing PhD Session
Role of Sensory Stimuli in Impulse Purchasing by , Subhash Jha (IBS, Hyderabad),Bharadhwaj Sivakumaran(Great Lakes Institute of Management, Chennai) &Pradeep Krishnatray (MICA) The art of corporate gift giving - an empirical study by M.Prasanna Mohan Raj & Avinash Sundaram(Alliance Business School,Bangalore) Relating need for touch with respect to involvement and perceived risk: a research agenda by Nitin Gupta & Subhash Jha (IBS Hyderabad) Brand activation - the new innovation for activation of brands in turbulent times by Ram Kishen (K.J. Somaiya Institute of Management, Mumbai), Ashutosh Kumar(K.J. Somaiya Institute of Management, Mumbai) and Astha Pasricha(K.J. Somaiya Institute of Management, Mumbai)
Store Environment - An Empirical Investigation in India by Geetha M, (SSN College of Engineering, Chennai)& Bharadhwaj Sivakumaran(Great Lakes Institute of Management, Chennai) Media mix elements affecting select dimensions of brand equity by Tanmay Chattopadhyay(Birla Institute of Technology, Mesra, Jharkhand), Rudrendu Narayan Dutta(Amara Raja Batteries Limited, Hyderabad), Shradha Sivani(Birla Institute of Technology, Jharkhand) Managing customer satisfaction and service quality in Indian life insurance service: an empirical investigation by Masood H Siddiqui (Jaipuria Institute of Management, Lucknow) & Tripti Ghosh Sharma(Academy of Business and Engineering Sciences, Ghaziabad) How Group Influence Works in Social Media: A Review and Research Agenda by Ghosh Angshuman(XLRI, Jamshedpur) & Varshney Sanjeev (XLRI, Jamshedpur)
Experiential Marketing -Application perspective for marketing products and services by C.Senthil Nathan (Care School of Business Management,Trichy) WORD-OF-MOUTH: A Definition of Communication by Megan Williams & Gurram Gopal (Center for Business and Economics, Elmhurst College, USA) Empirical evidence from Indian FMCG Companies on adoption of sales force automation (SFA) by Individual salespersons by Rajesh K Aithal, Arunabha Mukhopadhyay, Harshit Maurya and Utkarsh(IIM Lucknow) Impact of Context Effects on Brand Equity and Pricing when People are auctioned (The IPL Example) by Ranjit Christopher M, Anirudha Nataraja, Aswath B, Bharadhwaj .S (Great Lakes Institute of Management, Chennai)
3.30 to 3.45 pm Tea Break
Time Day Two: 24th December 2010
3.45 to 4.45 pm Parallel Tracks
Track 1:@ Lake Michigan Track 2: @ Lake Ontario
Tourism & Marketing Retailing
Managing Destination Marketing Partners as Stakeholders by Sushma Bhat ( Auckland University of Technology, New Zealand), Sanjaya S. Gaur ( Auckland University of Technology, New Zealand) Factors influencing the customers' purchase intention of store brand apparels in Chennai by K. Sadasivan (SRM Uni
Factors influencing the customers' purchase intention of store brand apparels in Chennai by K. Sadasivan (SRM University,Chennai) Manufacturer Competition in the Presence of Exclusive Dealers:The Case of the U.S Automobile Industry by T.K Kim ( Rutgers University, USA), S.Siddarth(University of Southern California, USA),Jorge Silva-Risso(University of California,Riverside, USA)
4.45 pm Valedictory Function & Certificates @ Lake Veeranam

NASMEI Conference 2010 PHOTOS

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NASMEI Conference 2009

The Kotler Srinivasan Center for Research in Marketing proudly presented the 3rd Great Lakes NASMEI (North American Society for Marketing Education in India) at the new campus of the Great Lakes Institute of Management on December 18 & 19, 2009. There were more than 100 entries for the conference this year. Finally around 70 researchers got an opportunity to present their work. These researchers were from all over the world - the US, Europe, Singapore, Australia, New Zealand and India.

The Conference was inaugurated by Prof. Bala V Balachandran, Founder and Dean, Great Lakes Institute of Management and J L Kellogg Distinguished Professor Emeritus of Accounting and Information systems, Northwestern University, Illinois, USA. Prof Bala delivered the welcome address. Prof. Venky Shankar, Coleman Professsor of Marketing, Mays Business School, Texas A&M University, USA delivered the keynote address. Prof Venky Shankar spoke about the exciting research opportunities in the Indian marketing scenario.

Papers presented were in all areas of Marketing - advertising, consumer behaviour, pricing, customer relationship management (CRM), retailing, B2B marketing, research methods, services marketing and others. This also makes our conference one of the most eclectic ones in the world. A special feature of this year's conference was an exclusive session for PhD students. They received valuable feedback from stalwarts of the field who were in attendance.

The event was co-sponsored by MARG Group of companies.

Schedule

Friday, Dec 18, 2009

Time Event
9:05 AM Lighting of Lamp, Invocation
9:10 AM Welcome Address by Bala V. Balachandran, Dean, Great Lakes Institute of Management and J.L. Kellogg Distinguished Professor of Accounting and Information Management, Northwestern University, Evanston, IL. USA
9:20 AM Keynote Address by Venkatesh Shankar, Marketing PhD Program Director and Coleman Chair Professor in Marketing, Mays Business School, Texas A&M University, USA
9:50 AM Conference Related Announcements \96 S. Bharadhwaj/MJ Xavier, Great Lakes Institute of Management
10:00 AM Presentations Begin
11:30-11:45 AM Tea/Coffee Break
11:45 AM Presentations resume
1:15-2:00 PM Lunch
2:00 PM Presentations resume
3:30 - 3:45 PM Tea/Coffee Break
3:45 PM Presentations resume
5:15 PM High Tea

Saturday, Dec 19, 2009

Time Event
8:45 AM Breakfast
9:15 AM Presentations start
10:45-11:00 AM Tea/Coffee Break
11:00-12:30 PM Presentations resume
12:30-1:30 PM Lunch
1:30-3:30PM Presentations resume
3:30-3:45 PM Tea/Coffee Break
3:45-5:15 PM Presentations resume
5:30 PM Closing Remarks and Conference Roundup, Seenu V. Srinivasan, Adams Distinguished Professor of Management Director of the Strategic Marketing Management Executive Program, Stanford University
5:45 PM Distribution of Certificates for Delegates
6:00 PM Event ends with National Anthem

FRIDAY, Dec 18, 2009
Track A
Hall 3: 10:00 AM
Track B
Hall 4: 10:00 AM
Track C
Hall 1: 10:00 AM
TITLE: Customer Relationship Management TITLE: Pricing TITLE: Branding

The Effect of Modes of Acquisition and Retention Strategies on Customer Profitability

Erin M. Steffes, Towson UniversityB.P.S. Murthi, Ram C. Rao, Andrei Strijnev

Influence of Customer Relationship Management Practices and Sales Effectiveness

Joshy Joseph, Indian Institute of Management, Lucknow India.

Jose Varghese, Rajagiri School of Management, Kochi, India.

Manoj Edward, Cochin University of Science and Technology, Kochi,

Role of Reciprocity in Relationship Marketing: A socio psychological perspective Sriram Dorai, XLRI, Jamshedpur

Unmindful processing: the role of \91Placebic\92 information on Perception of Price Unfairness

Jayaram K Iyer, LIBA, Chennai.

Reeves Wesley, Karunya School Of Management, CoimbatorePrice Expectations and Purchase Decisions: Evidence from an Online Store Experiment

Sudipt Roy, Indian School of Business, Hyderabad,

Tat Chan, Washington University, St Louis,

Amar Cheema, University of Virginia

The Pricing Dilemma- What to do with prices during a Recession

Swarup Kumar Dutta, IBS Ahmedabad

Structure of Customer Based Brand Equity \96 Conceptualization, Scale Development and Measurement

Ajit Arun Parulekar, Dilip Sarwate, Goa Institute of Management, Goa

Importance of Brand equity on Corporate Image Creation

Amalesh Sharma, Axis bank, Mumbai; Saurav Bikash Borah, ITM Business School, Mumbai

A Review and a Conceptual Framework of Luxury Consumer Behavior

Ghosh Angshuman, Fellow Student in Marketing Area, XLRI, Jamshedpur & Varshney Sanjeev , Assistant Professor in Marketing Area, XLRI, Jamshedpur

Track A
Hall 3: 11.45 A.M

Track B
Hall 4: 11.45 A.M.
Track C
Hall 1: 11.45 A.M
TITLE: New Products TITLE: Advertising TITLE: Services

Identification of Blue Ocean Strategy in India- with reference to Concept of "Nano Housing"

Ms Roshny Unnikrishnan, ISBR Bangalore

Diffusion of Cell Phones and Home Computers:

Micro and Macro Level Diffusion Parameters.

Vinay Kanetkar and Towhidul Islam, University of Guelph, ONT, Canada

Why do some firms innovate and others do not?
A literature review and a research agenda

Ram Kesavan, University of Detroit Mercy, Detroit, Michigan Oswald Mascarenhas,Sabari P Raghavendran, Great Lakes Institute of Management, Chennai

Multiple Celebrities In Advertising: Its impact on consumer attitudes and intentions.

Anil Gupta, University of Jammu Deepak Raj Gupta, University of Jammu

Search-based advertising

Sridhar Moorthy, Avi Goldfarb and Yutec Sun Rotman School of Management, University of Toronto

Effectiveness of Single vs. Multiple Celebrity Endorsement in Advertising

Dr. Varsha Jain, Research Fellow, MICA Ahmedabad
Ms. Shriya Gupta, Student, ICFAI Hyderabad

An Approach to Customer-Based, Cost-Effective Service Enhancement:

An Application to the Indian Railways Train Service between Chennai and BangaloreV. \93Seenu\94 Srinivasan, Stanford University, USA,G. Shainesh, Indian Institute of Management, BangaloreAnand K. Sharma, Bangalore

Banking Channel Psychographics of Retail banking customers of Karnataka (India) \96 An exploratory study

H.S.Srivatsa, T A Pai Management Institute, Manipal

Critical Service Encounter-Employee Behaviours and Service Setting Aspects Impacting Customer Satisfaction Or Dissatisfaction

Ajith Paninchukunnath, G D Goenka World Institute , Gurgaon

Track A
Hall 3 : 2:00 PM
Track B
Hall 4: 2:00 PM
Track C
Hall 1: 2:00 PM
TITLE: PhD Special Session TITLE: PhD Special Session TITLE: Marketing Communications

Customer-Oriented Selling: Effectiveness Framework and Research Propositions Rakesh Singh, XLRI, Jamshedpur

Returns to Search in Online Ordered and Unordered Environments:The Effect of Personality and Situational Variables Satish SM, IIT Madras,

Bharadhwaj Sivakumaran, Great Lakes Institute of Management, Chennai
Corporate social responsibility as a promotional tool: A study on the stakeholder perception in healthcare sector
K.R.Satishkumar, KCT Business School,

K.Chitra, Sri Ramakrishna Engineering Colleg, Coimbatore

The Game of Comparative Advertising: To Retaliate or Not?
Arti D Kalro
Mathew A Thomas
Satish S M
Rahul R Marathe,
(all) Department of Management Studies, IIT Madras

Goal Congruence in Utility Derived From Hedonic and Utilitarian Attributes of the Products
Subhash Jha,Atanu Adhikari, ICFAI Business School,
HyderabadLanguage Adaptation and Advertising Effectiveness:
A Study in a Multi-Cultural Advertising Context

P. Venkatesh, IIM, AhmedabadArindam Banerjee, Indian Institute of Management, Ahmedabad

Innovative Communication Tactics Model for Reaching out to the Bottom of the Pyramid Customers in Rural India Anita Gupta, Symbiosis, Pune

Impact of Social Network Structure on Content Propagation: A Study using YouTube Data

Hema Yoganarasimhan University of California, Davis

Celebrity Effectiveness and Product Involvement
Varsha Jain, MICA, AhmedabadRumela Bhattacharya, IBS, Hyderabad

Track A
Hall 3 : 3:45 PM
Track B
Hall 4: 3:45 PM
Track C
Hall 1: 3:45 PM
TITLE: PhD Special Session TITLE: B2B/Supply Chain TITLE: Branding

Effectiveness of \91Multi-Brand\92 vs. \91Market Leader\92 Comparison Strategies for \93New\94 and \93Established\94 Brands using Comparative Ads: An Experimental Investigation
Arti Kalro, IIT Madras
Bharadhwaj Sivakumaran,
Great Lakes Institute of Management, Chennai
Rahul R. Marathe , Department of Management Studies, IIT Madras

The Use of Source Expertise and Argument Strength in the Evaluation of Familiar and Unfamiliar Brands
Boon C. Lim and Cindy M.Y. Chung Nanyang Business School, Nanyang Technological University, SingaporeImpact of Consumer Memory in Advertising: A Double Edged Sword

Prasad Naik, UC, Davis Ashwin Aravindakshan, University of California, Davis

Sustainable Supply Chain Strategies

Gopalkrishnan Iyer, Florida Atlantic University
R. Krishnan, University of Miami, Florida
Anuj Mehrotra,University of Miami, Florida
Arun Sharma, University of Miami, Florida

Inter-organisational Compatibility Effect on Inter-organisational Integration and Supply Chain Performance

Rajesh Rajaguru, Solbridge International School of Business, South Korea
Margaret J Matanda, Monash University, Australia

Knowledge Sharing between Competing Suppliers

Hillbun (Dixon) Ho Department of Marketing, Monash University, Melbourne, Australia
Shankar Ganesan Office Depot Professor of Marketing, University of Arizona, Tucson

Expansion of an international brand\92s youth wear brand portfolio

Malmarugan D, Sardar Patel Institute, Coimbatore
Abhishek Agarwal, Shree Balaji Synthetics

Role of Brand Awareness in Consumer Preference for FMCG Products Sanjay Patro, XLRI, Jamshedpur

Intergenerational Influences -A key source of brand equity
V.J. Sivakumar, Department of Management Studies, NIT Trichy

SATURDAY, DEC 19, 2009
Track A
Hall 3 : 9:15 AM
Track B
Hall 4: 9:15 AM
Track C
Hall 1 9:15 AM
TITLE: Consumer Behavior TITLE: Retailing TITLE: Research Methods

The Effects of Attribute
Framing and Goal Framing

Sanjay Putrevu, University atAlbany, SUNY

Buying Behaviour of LCDTelevisions in an Emerging
Segment: An Empirical Approach

Sathyapriya.P,P. Asha, Alliance BusinessSchool

The Effect of Store Imageon Variety SeekingBehaviour

Geetha.M, ITM ChennaiBharadhwaj Sivakumaran,Great Lakes Institute ofManagement, Chennai

The Competitive Behaviourof Small, IndependentRetailers in India in theFace of the OrganizedRetail Onslaught

K.Ramakrishnan, IIM,Lucknow

Retailer Equity, BrandInnovativeness and Brand
Equity Relationships:Results of An EmpiricalStudy

Ravi Pappu, University ofQueensland, Australia
Pascale Quester, Universityof Adelaide, AustraliaLen Coote, University of Queensland

Incorporating ReferenceDependencein Self-Explicated Conjoint Analysis

Brennan Davis, BaylorUniversity, USAImran S. Currim, Universityof California, Irvine, USARakesh K. Sarin, University ofCalifornia, Los Angeles, USA

Does A Consumer'sPrevious Purchase Predict Other Consumers' Choices?A Bayesian ProbitModel with SpatialCorrelation in Preference

Ohjin KwonS. Siddarth, University ofSouthern CaliforniaJorge Silva-Risso, UCRiverside

Between-Group Differencesin Consumer Research:The Impact of Number of Indicators

Srinivas Durvasula,Marquette University,Milwaukee, Wisconsin Subhash Sharma, MooreSchool of Business,University of SouthCarolina, USA

Track A
Hall 3 : 11:00 AM
Track B
Hall 4 : 11:00 AM
Track C
Hall 1 : 11:00 AM
TITLE: Marketing Communications Customer loyalty programme TITLE: Internet Marketing

Seamless Script: TheImpact of Transliterated
Expressions in Print Advertisements

Joshy Joseph, IndianInstitute of Management,Lucknow
Susan Mathew, RajagiriSchool of Management,Kochi

Good Old Catalogs? Genderand Cognitive Styles asDeterminantsof Preference for Print Catalogs

Fran\E7oise Simon, University of Haute-Alsace (France)
Jean-Claude Usunier,University of Lausanne (Switzerland)
Faculty of Business andEconomics (HEC),
Lausanne-Dorigny,Switzerland

Source Credibility Effectsof Celebrity EndorsersSubhadip Roy,ICFAI Institute forManagement Teachers,Hyderabad

An effective weapon for building brand equity

Arun Kumar Agariya,
Deepchandra Gupta,
Deepali Singh,
Dr.P.Acharya, ABV-IIITM,
Gwalior (M.P.), India

Balancing the cognitive andaffective advertisement content to optimize purchase intention

Atanu Adhikari, Manpreet Singh Gill, ICFAI Business School, Hyderabad

Does Product Involvementreally moderate Perceived
Fit and Brand
Extension Evaluationrelationship: Anexperimental Study inIndian Context

Shashi Mishra, IIM,Lucknow P. C. Purwar,IIM, Lucknow

Consumers\92 Information Privacy Concerns: ATheoretical Model, Empirical Analyses, and Implications for Internet Marketing in Collectivistand Individualistic Societies

Naresh K. Malhotra Nanyang Business School, Nanyang Technological University, Singapore

The mediating effect of truston the relationship betweenrelationship equity and customer loyalty in B2B context

B. Ramaseshan and LaineTan Hsin Hui School of Marketing, CurtinUniversity of Technology ,Perth, Australia

Track A
Hall 3 : 1:30 PM
Track B
Hall 4 : 1:30 PM
Track C
Hall 1 : 1:30 PM
TITLE: New Products TITLE: Sales Management TITLE: PhD Special Session

A modern approach to teaching Product Development: integrating Marketing and Engineering

Aruna Shekar, School of Institute of Engineering & Technology Massey University, Auckland, New Zealand

Latent Price-Advertising Relationship and Diffusion Effects

Demetrios Vakratsas Desautels Faculty of Management McGill University, CanadaTrichy Krishnan NUS Business School Singapore

Buyers\92 National Characteristics and Salesperson\92s Performance

Halimin Herjanto, Sanjaya
S. Gaur, AUT Business
School, Auckland
University of Technology
(AUT University), New Zealand

Understanding the Effect
of Practical Intelligence
on Sales Performance:
When Does
Motivation Make Up
for and When Does it
Negate Ability?

Raul Ruiz, Itesm,
Monterrey, Mexico
Jaime Garcia, Itesm,
Monterrey, Mexico
Harish Sujan, Tulane
University, New Orleans, USA
Mita Sujan, Tulane University, New Orleans, USA
Manish Kacker, McMaster
University, Hamilton, Canada

Using Failure Analysis
in Sales Training
Halimin Herjanto, Sanjaya S. Gaur, AUT Business School,Auckland University of Technology(AUT University), New Zealand

A study of factors affecting Green Purchasing Behavior amongst young consumers in India Preetha Menon, IIT Madras

Processing of online word of mouth (WOM) information in the context of third party moviewebsites

Dheeraj.K.Pandey,IIM Ahmedabad

Determinants of Self Service Technologies (SSTs)usage in Retail banking

Dr.N.Thamaraiselvan, NIT, Trichy Dr.B.Senthil Arasu, NIT, Trichy M.Sivagnanasundaram, NIT,Trichy

Track A
Hall 3 \96 2:30 PM
Track B
Hall 4 - 2:30 PM
Track C
Hall 1 :2:30 PM

TITLE: B2B/Supply Chain

Outsourcing Issues: Towhat extent do Manufacturers\92 Market-Driven Capabilities affect Satisfaction and Supplier Performance?

Harash Sachdev, Sam Fullerton Eastern Michigan University

An Open Systems Framework For The Contested Logics Of Prescription Markets

Rama Jayanti, Cleveland State University

Track 1
Hall 3 : 3:45 PM
Track 2
Hall 4 : 3:45 PM
Track C
Hall 1 : 3:45 PM

TITLE: Value, Loyalty, Customer Relationship Management

Co-Creation of Valueas a Basis for Market Segmentation

Nanda K. Viswanathan, Delaware State University Delaware State University

Customer Perceived Valuein Relationship Marketing: A multi stage Behavioraland Temporal Analysis

Sriram Dorai, Sanjeev Varshney, XLRI Jamshedpur

TITLE: Advertising

His Voice Drowns Her Out... Does Gender of Voice Influence the Effectiveness of TV Advertisements?

Joshy Joseph, Indian Institute of Management, Lucknow, India Ann Anthraper, Rajagiri School of Management, Kochi

The Effect of Advertising Clutter on Brand Recollection

Rajneesh Krishna Mudra Institute of Communications Ahmedabad (MICA)Ahmedabad Ashwani Singh Institute of Management Studies, Bangalore

Portrayal of Women in Indian Packaged GoodsTelevision Advertising \96 A Longitudinal Analysis(or) The Curious
Case of the Missing Saree!

M G Parameswaran; E D & CEO Mumbai,
DraftFCB Ulka Advertising

TITLE: Internet Marketing

Building Brands@Digital Age: Is Internet An Effective Tool? Ms. Anagha Shukre, Assistant professor, IMS, Ghaziabad

Vendor Characteristics, Subjective Norms and Online Trust: The moderating role of customer characteristics

Boudhayan Ganguly Sathyabhushan Dash IIM, Lucknow

Nasmei 2009 Photos