Page 10 - research-at-iimv-june-01-2022-v3

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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