Page 36 - IIMV Newsletter_30 May 2024

RESEARCH @ IIMV

will help regulators and retail investors to understand the critical
behavioural biases which affect the investors’ investing intention.
Originality/value: The paper contributes to the literature on investors’
behaviour, status quo bias theory (SQB) and behavioural bias.
This study uniquely proposes a moderated-mediation framework
to understand the effects of biases on retail investors’ investment
intention. Click here for paper.

1. You or an imposter? How to protect brand identity in a
business-to-business context?

Amit Shankar,: Aman Kumar.: Behl A., Pereira V., Budhwar P.

Published in Industrial Marketing Management (ABDC-A)

Preserving brand identity is a major challenge faced by B2B brand
managers. This study makes a unique contribution by investigating
how to protect brand identity in the B2B context using a mixed-method
approach. Firstly, a qualitative study explores the factors affecting
brand identity in the B2B context. Further, five online experiments
were performed to validate the theoretical model identified in the
qualitative study using signaling theory as the base theory. A total of
456 responses were received and analyzed using analysis of variance
(ANOVA). The findings highlighted that blockchain technology, green

labels, human brand ambassadors, and QR code play a crucial role
in creating brand identity. The self-congruence was found to be a
crucial moderator, and brand authenticity leads to brand identity.
This study uniquely contributes to the brand identity literature in the
B2B context. The findings of the study help B2B brand managers to
formulate and implement strategies to protect brand identity. Click
here for the paper.

2. Metaverse is not my cup of tea! An investigation into
how personality traits shape metaverse usage intentions

Kumar A., Amit Shankar., Nayal P.

Published in the Journal of Retailing and Consumer Services (ABDC-A)
This research investigates how various personality traits influence

individuals’ inclination to engage with the metaverse. The study
gathered 332 responses to assess the hypotheses derived from
both the Big Five personality traits and the Dark Triad personality

33 VOL.5/ ISSUE 2, JAN-APRIL 2024