Priyanka Verma
Maulana Azad National Institute of Technology
The InternetAdvertisingEmpirical researchEngineeringCorporate social responsibilityBusinessSocial responsibilityNexus (standard)Brand awarenessPsychologyMarketingPerspective (graphical)Brand equityPerceptionWorkforceContext (language use)Brand loyaltySales promotionPublic relationsProcess (engineering)Brand managementStructural equation modeling
19Publications
4H-index
125Citations
Publications 19
Newest
#1Somesh Kumar Sinha (NIT-B: Maulana Azad National Institute of Technology)H-Index: 2
#2Priyanka Verma (NIT-B: Maulana Azad National Institute of Technology)H-Index: 4
Abstract The purpose behind the development of this research article is to assess the impact of sales promotions benefits on consumer perceived value and examine the moderating effect of product categories on the relation between sales promotions, their benefits, and consumer perceived value. The study used a sample of 400 consumers from India and ‘Structure Equation Modelling’ technique is applied to evaluate the research assumption. Finally, the moderating effect of the product category is eva...
11 CitationsSource
#1Poonam Likhitkar (NIT-B: Maulana Azad National Institute of Technology)H-Index: 1
#2Priyanka Verma (NIT-B: Maulana Azad National Institute of Technology)H-Index: 4
Human resource management undergoes a drastic change due to digitization. In the current competitive environment, talented employee is undoubtedly the most valuable assets of the organization. The concept of data analytics in HRM is increasingly gaining attention and popularity among consultants and practitioners in the field of human resource management. Predictive analytics in the field of human resource management (HRM) leads to achievement of organizational benefits. This study aims to explo...
1 CitationsSource
#1Anupam SinghH-Index: 4
#2Priyanka Verma (NIT-B: Maulana Azad National Institute of Technology)H-Index: 4
The purpose of this study was to investigate the nexus of corporate social responsibility (CSR) and brand equity (BE). Although numerous studies have been conducted in this domain, conflicting results are reported. This is because prior studies did not consider the role of mediating and/or confounding factors, which can change the direction of the relationship. Therefore, this study has considered brand awareness (BA), brand image (BI), brand loyalty (BL), and purchase intention (PI) as potentia...
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#1Somesh Kumar Sinha (NIT-B: Maulana Azad National Institute of Technology)H-Index: 2
#2Priyanka Verma (NIT-B: Maulana Azad National Institute of Technology)H-Index: 4
The purpose behind the development of this research article is to assess the difference in consumers’ perception for sales promotion’s hedonic and utilitarian benefits in rural and urban areas. To ...
1 CitationsSource
Is the impact of sales promotion on consumer perception mediated by its hedonic and utilitarian benefits in the context of Indian consumers? Is gender having a moderating impact on the relationship between the benefits of sales promotion and consumer perception? Authors examined both questions using a partial least square structural equation modeling (PLS-SEM). Findings revealed that hedonic and utilitarian benefits mediate the relationship between sales promotion and consumer perception about t...
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#1Somesh Kumar Sinha (NIT-B: Maulana Azad National Institute of Technology)H-Index: 2
#2Priyanka Verma (NIT-B: Maulana Azad National Institute of Technology)H-Index: 4
Sales promotion is known for providing additional benefits to the consumers and these benefits may have an impact on the development of consumer-based brand equity. Although previous studies have reported a positive influence of sales promotion on brand equity, but the impact of sales promotion’s benefits (i.e., hedonic and utilitarian benefits) on brand equity is less understood. This study examined the possible influence of sales promotion’s hedonic and utilitarian benefits on four compone...
3 CitationsSource
#1Anupam Singh (Shri Vaishnav Institute of Technology and Science)H-Index: 2
#1Anupam SinghH-Index: 4
Last. Priyanka VermaH-Index: 2
view all 2 authors...
Can corporate social responsibility (CSR) be a source of competitive advantage and value creation for the firm? This is a sort of question that frequently comes into the minds of many managers, CEOs and business leaders. To address this question, the study aims to examine the effect of CSR initiatives on brand value. A self-administered questionnaire was designed to get empirical data. The proposed study of this article uses structural equation modeling (SEM) to test the hypotheses. Findings of ...
9 CitationsSource
#1Anupam Singh (NIT-B: Maulana Azad National Institute of Technology)H-Index: 4
#2Priyanka Verma (NIT-B: Maulana Azad National Institute of Technology)H-Index: 4
The organic foods are perceived as more nutritious, healthy, and nature-friendly than conventional food. Consumers, therefore, are switching over to organic food products and are willing to pay a premium price. The purpose of this study is to examine the factors influencing the consumers' actual buying behaviour towards organic foods. For this purpose, a survey data were collected from 611 Indian consumers through a structured questionnaire. The data were analysed using various techniques like f...
76 CitationsSource
#1Anupam Singh (NIT-B: Maulana Azad National Institute of Technology)H-Index: 4
#2Priyanka Verma (NIT-B: Maulana Azad National Institute of Technology)H-Index: 4
Studies in the developed economies report that corporate social responsibility (CSR) has effect on brand’s performance. However, there is a dearth of such studies in developing economies like India. Therefore, this study attempts to examine the nexus of CSR and brand equity (BE) in Indian business perspective. For the purpose of this study, questionnaire-based online survey was conducted to collect the empirical data. Structural equation modelling (SEM) technique using AMOS 22.0 was utilized t...
4 CitationsSource
#1Anupam Singh (NIT-B: Maulana Azad National Institute of Technology)H-Index: 4
#2Priyanka Verma (NIT-B: Maulana Azad National Institute of Technology)H-Index: 4
Corporate social responsibility (CSR) is a hot topic in the business nowadays. More than ever before, companies engage in socially responsible activities to make a positive contribution to society or their marketing goals. This phenomenon has led to increase in magnitude of research in this direction. This study is an endeavour to analyze and synthesize the findings of previous studies to arrive at a concrete conclusion on nexus of CSR and brand equity (BE). The methodology used in this study is...
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