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.
The 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.
Talking 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|