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Based on the cognitive-motivational-relational (CMR) theory, this
                                                          study empirically investigates the mechanisms through which
                                                          consumers’ online engagement impacts their channel switching
                                                          intention. The present study examines the mediating effects of
           Shankar, A., Yadav, R., Gupta, M., &           perceived value and the ways in which these mediating effects are

           Jebarajakirthy, C. (2021). How Does            moderated by online risk perception. Data were collected from 428
           Online Engagement Drive Consumers'             online Indian consumers  using systematic random  sampling.  The
                                                          results of the structural and process macro analyses indicated that
           Webrooming Intention?: A                       consumer online engagement has a significant impact on consumer

           Moderated-Mediation Approach. Journal          online search benefits which in turn leads to webrooming intention.
           of Global Information Management               Also, perceived value mediated the effects of online search benefits

           (JGIM), 29(6), 1-25.                           and offline purchase benefits on webrooming intention. The results
                                                          advance the theory of CMR by explaining consumer channel switching
                                                          behaviour and are expected to help multi-channel retailers to identify
                                                          the key drivers that help engage consumers online.

       The  study  investigates  the  impact  of  corporate  social  responsibility  (CSR)
       domain on millennials’ brand relationship quality (BRQ). It also attempts to
       understand how the relationship between CSR domain and millennials’ BRQ
       is moderated by consumer moral foundation and scepticism. The study                 Shankar, A., & Yadav, R. (2021).
                                                                                           Understanding the impact of CSR
       employed a 2 (CSR domain: individual versus group) 3 2 (moral foundation:
       individualizing versus binding) 3 2 (consumer scepticism: high versus low)          domain on brand relationship quality.
       between subjects experimental design. MANCOVA was performed to
       examine the hypothesis. The results show that group domain CSR practices            Marketing Intelligence & Planning,
                                                                                           39(4), 559-573.
       have more impact on millennials’ BRQ compared to individual domain CSR
       practices. The findings also reported the moderating effect of scepticism
       and consumer moral foundation in influencing the relationship between CSR
       domain and millennials’ BRQ. Research limitations/implications – As the
       study was conducted in India, the findings are not generalizable to
       customers from other countries. Practically, the findings will help marketers
       in designing their CSR practices to enhance BRQ among millennials. The
       study has considered CSR as a heterogeneous action (CSR domain:
       individual versus group-oriented) and measured its impact on millennials’
       BRQ. The study is the first of its kind to examine the impact of CSR domain
       (heterogenous CSR action) on millennials’ BRQ (BRQ as a multi-dimensional
       construct) in services industry, specifically for the banks. This study enriches
       bank marketing literature by adding a new CSR perspective.

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