Purpose: This study aims to explore the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs). Moreover, the mediating role of brand evangelism between BCE and brand defence and between BCE and brand resilience is examined....

Purpose: This paper aims to examine the effect of anthropomorphic entities in the public service advertisements (PSA) on individuals’ pro-social behavior. In addition, the role of individuals’ need for affect and self-construal in moderating the effect of anthropomorphism toward pro-social...

Purpose: The purpose of this study is to demonstrate the importance and influence of paternity leave on individual level organizational outcomes. Drawing on signaling theory, the study examines the relationship between paid paternity leave entitlement (PPLE) and organizational attractiveness...

The need for developing new services organically is well recognized. Extant review of literature reveals that various issues pertaining to NSD (New Service Development)/Service innovation like NSD initiation strategies, internal functional integration, need for simultaneous involvement of...

The case describes the situation faced by the CEO of Nidan Technologies Private Ltd (NTPL), a first generation entrepreneurial firm struggling to ensure the growth and survival of the new venture viz., SMS based railway enquiry system. Spectrum, Nidan's predecessor which was set up as a small...