Mitesh Jayswal

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Papers by Mitesh Jayswal

Brand attitude and purchase intention linkages in smartphone advertising: moderating role of psychological contract violation

International Journal of Electronic Marketing and Retailing

Linkages Between Advertising Value Perception, Context Awareness Value, Brand Attitude and Purchase Intention of Hygiene Products During COVID-19: A Two Wave Study

Vision: The Journal of Business Perspective

The novel coronavirus, COVID-19 has affected the advertising industry in India. This study tries ... more The novel coronavirus, COVID-19 has affected the advertising industry in India. This study tries to gauge the purchase intention towards hygiene products during the ongoing pandemic with reference to smartphone advertising. The purpose of the study is to explore the features of smartphone advertisements like advertising value perception, context awareness value and brand attitude, pertaining to COVID-19 hygiene-related advertisement narratives. To serve the purpose, two-wave shortitudinal study was conducted at time T1, that is, lockdown period and T2, that is, unlock period in India with the help of non-probability snowball sampling. The total numbers of respondents at T1 were 311, while for T2 the total 160 respondents were contacted through online mode. At T1, the relationship between perceived advertising value and purchase intention was not established, which depicts the pandemic effect. At T2, the relationship between context awareness value, brand attitude and purchase intent...

Impact of psychological contract breach on innovative behaviour and well-being amongst academicians during COVID-19

International Journal of Sociology and Social Policy, 2022

PurposeThe study aimed at understanding the relationship between psychological contract breach, w... more PurposeThe study aimed at understanding the relationship between psychological contract breach, well-being indicators, i.e. subjective well-being and mental well-being and innovative behaviour.Design/methodology/approachData were collected via a structured questionnaire through Google docs from 238 academicians working at different capacity in Indian academic industries. The hypotheses were tested using structural equation modelling.FindingsPsychological contract breach was positively impacting occupational stress and occupational stress was negatively impacting work engagement. Work engagement positively impacted innovative behaviour and well-being indicators. Occupational stress and work engagement mediated the relationship between psychological contract breach and well-being and innovative behaviour.Research limitations/implicationsThe data for the study were collected from the employees working in education industry during the unlock COVID-19 pandemic situation.Originality/value...

Leveraging Brand Assets by Understanding Brand Architecture-Imperatives for FMCG Sector for Competitive Edge in India

Indian Journal of Marketing, 2009

The brand-is-an-island trap refers to the implicit assumption that brand strategy involves the cr... more The brand-is-an-island trap refers to the implicit assumption that brand strategy involves the creation of a strong brand like Hewlett-Packard, IBM, 3M, Tide, Coca cola, Ivory of P & G and Lux brand of HUL in India. Creation of Strong brands by developing clear, insightful identities and brand building programs that make an impact is of prime importance, of course. In India, consumer markets are growing at frenetic pace and plethora of brands and product variants available at street corners to malls in metros and remote rural places. If we consider the scenario of India then the problem of brand architecture prevails due to market complexity and brand confusion in the FMCG sector. The gone are the days when selected brands were ruling the market and marketers seldom bother for creating own marketing space. Liberalization, Privatization and Globalization and GATT/WTO regime pose stern challenges for the marketers of FMCG products in India. Apart, retail transformation, economy growth...

Relationship between post purchase services by private companies agents and first year policy lapsation rate in life insurance selling

A Paradigm Shift in Brand Communication: Accentuating the Perception of the Youth of Gujarat Regarding Product Placement in Hindi Movies

Indian Journal of Marketing, 2007

High degree of brand proliferation in most of the product categories has compelled the advertisin... more High degree of brand proliferation in most of the product categories has compelled the advertising professional to think for some innovative ways for presenting the brands. In last two decades, the growing popularity of television has established TV commercials as the first choice of advertisers. In TV commercials, the problems of zapping and cluttered environment have created the necessity for finding a more effective ways for audiovisual presentation of brands. Increasing popularity of movies and multiplexes provides an opportunity to the marketers for targeting the mass audience having high level of involvement by weaving the brand with movie. This concept of brand promotion is known as product placement.From last decade, this idea of placing the brands in movies has grown very rapidly in India. It is not only an ideal medium for advertisers for effective promotion of respective brands but also for the movie producers to earn additional revenue. Producers can get benefit in vario...

Demographic Factors Influencing Brand Equity in Context of Advergame

Asian Journal of Research in Business Economics and Management, 2018

With the development of internet infrastructure in India, marketing practices bring innovation in... more With the development of internet infrastructure in India, marketing practices bring innovation in promotional and brand building activities. Advergame is at its introductory stage very trendy technique to build up brand building activities. The main purpose of this paper is to establish the relationship between demographic factors and brand equity in context of advergame. It testifies that whether demographic factors are playing vital role in creating brand equity in context of advergames in Gujarat (India).This paper covers descriptive - cross sectional design with youngsters as a sample of Gujarat region. The statistical tools like frequency analysis, MANOVA, and ANOVA have been used. Impact of demographic factors i.e. age, education and occupation are found significant on brand equity. Brand awareness/brand association is significant to the age and occupation factors whereas brand loyalty and brand awareness are significant to education. This study will be useful to those involved in advergame and branding through advergame. Besides, it is appropriate for both academics and practitioners.

Materialism Among Adolescent: Understanding Conceptual Framework and Imperatives for Marketers and Society for New Horizons

Page 1. *Lecturer, SV Institute of Management, Kadi Materialism among Adolescent: Understanding C... more

Job stress: Understanding the psychological risk factors of technocrat millennials from the socio-demographic perspective

Work, 2021

BACKGROUND: The Information Technology and Information Technology Enabled Services (IT and ITES) ... more BACKGROUND: The Information Technology and Information Technology Enabled Services (IT and ITES) industry has been the backbone of the Indian economy. The sector is characterized by long working hours, strict deadlines, night shift, constant usage of computers, etc. Hence, the industry and nature of the job are influencing the psychological risk factors of the employees. PURPOSE: The purpose of this paper is to explore the psychological risk factors (job stressors) of technocrat millennials and critically analyze them from the socio-demographic perspective. METHODS: A single cross-sectional study with snowball sampling was collected from 300 technocrat millennials in Ahmedabad city (India). Job stressors are examined as psychological risk factors. MANOVA and independent-sample t-test has been put to use for establishing the relationship between psychological risk factors and socio-demographic variables. RESULTS: The study highlighted that the experience, current position, size of fa...

A study on effect of negative emotional appeals on cognitive message processing style of Indian house wives with specific focus on FMCG product's television advertisements

Asian Journal of Research in Business Economics and Management, 2012

Advertisements are used to create an image and/or symbolic appeal for a company's product or ... more Advertisements are used to create an image and/or symbolic appeal for a company's product or service brand. Different appeals help to enhance effectiveness of advertisements that evokes some emotional reaction in viewer's mind. Advertisers often believe that positive emotional message directly stimulates the customer toward the use of the brand while negative emotional message will give the same result by an alternate route. It is often discussed that up to what extent this negative emotional message are stimulating the customers to buy a brand. Even though it works, its effect is always questioned on the basis of nature of customer and the type of product category for which it has been used. This paper tries to measure the effect of some selected FMCG product's television advertisements with commonly used negative emotional appeals on cognitive message processing style of Indian house wives.

“If you fulfill your promise, I will be an asset for you”: exploring the relationship between psychological contract fulfillment and individual ambidexterity

PurposeHealthcare is a vital sector in any economy, and the healthcare industry employees should ... more PurposeHealthcare is a vital sector in any economy, and the healthcare industry employees should be treated well. Work policies and practices shape the psychological contract (PC) of an individual. The purpose of this paper is to explore healthcare employees' PC fulfillment from the lenses of work practices and how it affects their ambidextrous behavior (explorative and exploitative activities).Design/methodology/approachThis study follows a mix-method research design. First, the authors conducted telephonic interviews to enlist the PC fulfillment items, and after checking the reliability and validity, the authors conducted the survey using a descriptive research design. The sampling method was snowball sampling, where 786 respondents from 6 hospitals were surveyed, and AMOS (analysis of a moment structures) 20 was used for the structural equation modeling (SEM).FindingsFor the healthcare sector employees, a sense of belongingness has contributed the highest in exploration activ...

Testing the link between psychological contract, innovative behavior and multidimensional well-being during the COVID-19 pandemic

International Journal of Sociology and Social Policy, 2021

Purpose The study investigates the impact of psychological contract breach on employees' inno... more Purpose The study investigates the impact of psychological contract breach on employees' innovative behavior and well-being (happiness, work engagement and mental well-being) who are working from home during this COVID-19 pandemic situation. Drawing on social information processing (SIP) and job-demand resource (JD-R) theory, job stress was proposed as a mediator explaining this relationship. Design/methodology/approach Data were collected via a structured questionnaire through Google Docs from 258 respondents working at different capacity in Indian organizations. The study includes those respondents who are working from home during COVID-19 pandemic situation. The hypotheses were tested using structural equation modeling (SEM). Findings Psychological contract breach was negatively impacting innovative behavior and well-being. Job stress mediated the relationship between psychological contract breach and innovative behavior as well as well-being during the COVID-19 pandemic situ...

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Breach of employer obligation and employee well-being during COVID-19 unlock phase

BACKGROUND: The current study explored the relationship between breach of employer obligations, f... more BACKGROUND: The current study explored the relationship between breach of employer obligations, family-work conflict, psychological distress and well-being during Covid-19 unlock phase. OBJECTIVE: The study aimed to understand the breach of how the breach of employer obligation lead to decreased well-being through the family-work conflict and psychological distress during the covid-19 unlock phase. METHODS: The data was collected through structured questionnaire via Google doc from 397 employees across the industries. Snowball sampling was adopted, and SmartPLS 3.0 was used for the structural equation model. RESULTS: Breach of employer obligations are positively affecting family-work conflict. Further, family-work conflict increases the psychological distress, and psychological distress decreases the well-being (life satisfaction and family satisfaction) of the employees. CONCLUSION: The novel contribution of the study is integrating SET, COR and SIP theory during the pandemic situa...

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Work-life balance and psychological distress: A structural equation modeling approach

Human Systems Management, 2021

BACKGROUND: This paper explored the factors that constitute work-life balance, i.e. work-family c... more BACKGROUND: This paper explored the factors that constitute work-life balance, i.e. work-family conflict, family-work conflict, job satisfaction, family satisfaction, life satisfaction, work autonomy, work overload and its impact on psychological distress. OBJECTIVE: The current study aimed to understand the relationship between work-life balance and psychological distress. METHODS: Current study has adopted a quantitative approach, and cross-sectional research design has been used with snowball sampling technique. The sample size consists of 400 employees from the banking sector. SmartPLS3.1 has been used for structural equation modeling to give empirical findings from the responses collected. RESULTS: The current study has checked the direct relationship between work-life balance (WLB) factors and psychological distress. Out of seven variables, psychological distress was explained by three variables, namely; family satisfaction, family-work conflict and work overload. CONCLUSION: ...

Impact of psychological contract fulfillment on well-being through the mediation of psychological distress: unveiling the evidences from banking sector

International Journal of Organizational Analysis

Purpose This paper aims to explore the content of the psychological contract (PC), i.e. work-fami... more Purpose This paper aims to explore the content of the psychological contract (PC), i.e. work-family conflict (WFC), family-work conflict (FWC), work overload (WO) and work autonomy (WA) and its impact on well-being (WB), i.e. job satisfaction (JS), family satisfaction (FS), life satisfaction (LS), through the mediation of psychological distress (PD). Design/methodology/approach The current study has adopted a quantitative approach and a cross-sectional research design with a snowball sampling technique. The sample size consists of 400 employees from the banking sector. SPSS and AMOS 20v has been used for structural equation modelling to give empirical findings from the responses collected. Findings The current study has checked the relationship between PC and WB through the mediation analysis of PD. WA was not affecting the WB of banking employees. The study found that there was partial mediation. It was also proven that the lower the breach of PC lower the PD, and the higher the WB...

Factors influencing graduate job choice – a systematic literature review

European Journal of Training and Development

Purpose The purpose of this paper, systematic literature review, is twofold: to identify the fact... more Purpose The purpose of this paper, systematic literature review, is twofold: to identify the factors influencing graduate job choice and to propose a theoretical model that can be useful for future research. Design/methodology/approach Thematic analysis of the literature available till June 2020 has been reviewed using electronic databases such as ABI/INFORM Complete, EBSCO, Emerald Insight, ProQuest, SAGE Journals, Science Direct (Elsevier), Scopus, Springer Link, Taylor and Francis Online, Wiley Online Library. Findings Out of more than 5,000 studies, 14 studies were found addressing the issue of career choice among graduating students. The thematic analysis result explored five themes such as internal factors, external factors, interpersonal factors, institutional factors and socio-demographic factors that can be considered critical for graduates’ career choice decision. Details of the subthemes are also identified. Research limitations/implications Implications for practitioners...

Impact of Brand Association on Brand Equity with Specific Focus on Advergames in India

Journal of Creative Communications

The objective of this article is to study the relationship between brand equity and brand associa... more The objective of this article is to study the relationship between brand equity and brand association in the context of advergames in India. Brand association is considered as an independent variable, and its impact on brand equity is investigated. This article includes an initial survey of youngsters of Gujarat state under an experimental research design. The data is analysed using factor analysis, MANOVA and multiple regression. Two factors extracted from the brand association, namely ‘specific attributes’ and ‘intangible attributes’, are found to be significantly impacting brand equity. Out of the two, ‘specific attributes’ explain higher variation compared to ‘intangible attributes’. The findings have practical implications for both academicians and practitioners. Although the findings are restricted to the FMCG sector, they can be somewhat generalized. They can act as a foundation for further research. They can also provide guidelines to the practitioners.

A Study on Employee Effectiveness: Role of Emotional Intelligence

Asian Journal of Research in Social Sciences and Humanities

Comparative Study on Negative Political Advertisements with Specific Focus on Attack and Rebuttal Television Campaigns from Indian Perspective

Journal of Creative Communications

Nowadays, in Indian political system, it is common for the political parties to use the negative ... more Nowadays, in Indian political system, it is common for the political parties to use the negative political advertisements to denigrate the opponent political party. Normally, such attacks are responded with the use of similar media either by retaliating or with putting fresh charges on the attacker. In this article, an experiment has been conducted in an Indian state ‘Gujarat’ to compare the effect of attack and rebuttal types of political television campaigns. After considering the literature pertaining to negative political advertisement, this research addresses four related issues. The first and second objectives of this study are to compare the effect of attack and rebuttal type of advertisements on attitude towards advertisement and political party subsequently. The third objective is to compare attack and rebuttal type of advertisements on the basis of intrusiveness effect. The final objective is to compare impact of both types of negative advertisements on intention to vote f...

Issues and Uses of Online Job Portals: A Comparative Study from the Perspective of Recruitment Consultants in Gujarat

Prabandhan: Indian Journal of Management, 2015

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