http://starc.stthomas.ac.in:8080/xmlui/xmlui/handle/123456789/109 2026-04-17T13:57:10Z http://starc.stthomas.ac.in:8080/xmlui/xmlui/handle/123456789/179 Does game rules work as a game changer? Analyzing the effect of rule orientation on brand attention and memory in advergames S, Sreejesh; Anusree, MR; Ponnam, Abhilash In advergames, marketers typically use a brand execution strategy of enacting the game rules and embedding the targeted brands in these rules to achieve the brand effectiveness. Despite the extensive use of this mode of gameplay, the current understanding in this area lacks clarity. In this context, the present research examines the importance of rule orientation as a mode of gameplay, its boundary conditions which strengthen this rule orientation, and the mechanism through which the application of rule orientation enhances gamers' brand attention and memory. Results from two experimental studies conclusively prove that use of rule orientation positively influences gamers' brand attention and memory. Results also suggest that rule orientation boosts the gamers' brand attention and memory when it is presented in a high brand-game goal congruent and in a high game autonomy mode. In addition, the results also support that rule orientation enhance the gamers' attention and memory when it designed as high brand-game goal congruent along with a highly brand integrated mode. The effect of rule orientation and its boundary conditions creates brrand attention and memory through the gamers' perception of the flow experience. Thus, the study findings suggest that marketers can use rule orientation along with high brand-game goal congruence, high autonomy, and high brand integration because this mode of gameplay creates a very strong form of brand attention and memory. 2018-04-01T00:00:00Z http://starc.stthomas.ac.in:8080/xmlui/xmlui/handle/123456789/178 A qualitative investigation of e-tail brand affect Sarkar, Abhigyan; Sarkar, Juhi Gahlot; S, Sreejesh; Anusree, MR Purpose The purpose of this paper is to qualitatively investigate various factors associated with e-tail store brand affect. Design/methodology/approach Data were collected by conducting semi-structured depth interviews following a storytelling approach. The data were coded using the grounded theory method. Findings Data analysis shows that anticipated service recovery, deal attractiveness and luxury e-tail brand image predict e-tail store brand affect. These predictors play their roles under the moderating influences of specific moderators. The desirable marketing outcomes of e-tail store brand affect are e-tail branded app usage, spreading positive word of mouth and secure attachment style toward e-tailer. Originality/value The value of this study lies in developing a grounded theory based causal process model that can provide managerial insights on how to enhance e-tail brand affect. 2018-02-27T00:00:00Z http://starc.stthomas.ac.in:8080/xmlui/xmlui/handle/123456789/110 You are so embarrassing, still, I hate you less! Investigating consumers’ brand embarrassment and brand hate Sarkar, Abhigyan; Sarkar, Juhi Gahlot; Sreejesh, S; Anusree, MR; Rishi, Bikramjit Brand hate is an emerging concept representing the dark side of the consumer–brand relationship. This research investigates whether negative brand social self-expressiveness can significantly predict brand hate via creating perceived brand embarrassment in a social context, and also the moderating roles played by consumer’s susceptibility to social influence and brand inner self-expressiveness. Data were collected from Nano car users in India and analysed using structural equation modelling (SEM) and conditional process analysis (Hayes in the process macro for SPSS and SAS, 2018). The study results support that negative brand social self-expressiveness creates brand hate, and this relationship is mediated by brand embarrassment. Consumer’s susceptibility to interpersonal influence positively moderates the effect of negative brand social self-expressiveness on brand embarrassment. On the other hand, the effect of brand embarrassment on brand hate is negatively moderated by brand inner self-expressiveness. Thus, the model shows a moderated mediation. The contribution of this research lies in empirically identifying the relationship between brand embarrassment and brand hate, and the distinctive roles played by brand social and inner self-expressiveness in shaping this relationship. 2019-08-01T00:00:00Z