IDEAS home Printed from https://ideas.repec.org/a/eee/iburev/v30y2021i4s0969593120301268.html
   My bibliography  Save this article

The growing popularity of spiritual brands: What drives purchase intent?

Author

Listed:
  • Sardana, Deepak
  • Cavusgil, Erin
  • Gupta, Narain

Abstract

In this study, we investigate the reason for the growing popularity of FMCG (Fast Moving Consumer Goods) household products branded, promoted and sold in India by local spiritual leaders. We find that religiosity and normative community pressure are important purchase drivers for such products. Surprisingly, pragmatism in the presence of normative pressure also contributes to demand. We argue that self-identity theory provides a contextualized explanation in association with social identity theory to explain the influence of normative pressure on increased demand. The results of the study suggest that integrating social and self-identity theories provides a fuller insight into consumer behaviour in a complex social context.

Suggested Citation

  • Sardana, Deepak & Cavusgil, Erin & Gupta, Narain, 2021. "The growing popularity of spiritual brands: What drives purchase intent?," International Business Review, Elsevier, vol. 30(4).
    • Handle: RePEc:eee:iburev:v:30:y:2021:i:4:s0969593120301268
    DOI: 10.1016/j.ibusrev.2020.101777
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969593120301268
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ibusrev.2020.101777?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Denni Arli & Fandy Tjiptono, 2014. "The End of Religion? Examining the Role of Religiousness, Materialism, and Long-Term Orientation on Consumer Ethics in Indonesia," Journal of Business Ethics, Springer, vol. 123(3), pages 385-400, September.
    2. Lloyd, Alison E. & Yip, Leslie S.C. & Luk, Sherriff T.K., 2011. "An examination of the differences in retail service evaluation between domestic and tourist shoppers in Hong Kong," Tourism Management, Elsevier, vol. 32(3), pages 520-533.
    3. Rajesh Kumar & Anand Kumar Sethi, 2005. "Doing Business in India," Palgrave Macmillan Books, Palgrave Macmillan, number 978-1-4039-8057-1.
    4. Sea-Jin Chang & Arjen van Witteloostuijn & Lorraine Eden, 2010. "From the Editors: Common method variance in international business research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 41(2), pages 178-184, February.
    5. Ryan, Michael J, 1982. "Behavioral Intention Formation: The Inderdependency of Attitudinal and Social Influence Variables," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 263-278, December.
    6. Song Yang & Bruce W. Stening, 2013. "Mao Meets the Market," Management International Review, Springer, vol. 53(3), pages 419-448, June.
    7. El-Bassiouny, Noha, 2014. "The one-billion-plus marginalization: Toward a scholarly understanding of Islamic consumers," Journal of Business Research, Elsevier, vol. 67(2), pages 42-49.
    8. Piyush Sharma, 2011. "Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 42(2), pages 285-306, February.
    9. Scott Vitell, 2009. "The Role of Religiosity in Business and Consumer Ethics: A Review of the Literature," Journal of Business Ethics, Springer, vol. 90(2), pages 155-167, November.
    10. Jamal, Ahmad & Sharifuddin, Juwaidah, 2015. "Perceived value and perceived usefulness of halal labeling: The role of religion and culture," Journal of Business Research, Elsevier, vol. 68(5), pages 933-941.
    11. Klaus E. Meyer & Hung Vo Nguyen, 2005. "Foreign Investment Strategies and Sub‐national Institutions in Emerging Markets: Evidence from Vietnam," Journal of Management Studies, Wiley Blackwell, vol. 42(1), pages 63-93, January.
    12. Klaus E Meyer & Mike W Peng, 2016. "Theoretical foundations of emerging economy business research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 47(1), pages 3-22, January.
    13. Eid, Riyad & El-Gohary, Hatem, 2015. "The role of Islamic religiosity on the relationship between perceived value and tourist satisfaction," Tourism Management, Elsevier, vol. 46(C), pages 477-488.
    14. repec:ucp:bkecon:9780226316529 is not listed on IDEAS
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mukherjee, Debmalya & Kumar, Satish & Mukherjee, Deepraj & Goyal, Kirti, 2022. "Mapping five decades of international business and management research on India: A bibliometric analysis and future directions," Journal of Business Research, Elsevier, vol. 145(C), pages 864-891.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Liu, Yulong & Ndubisi, Nelson Oly & Liu, Yang & Barrane, Fatima Zahra, 2020. "New product development and sustainable performance of Chinese SMMEs: The role of dynamic capability and intra-national environmental forces," International Journal of Production Economics, Elsevier, vol. 230(C).
    2. Liu, Xiaming & Vahtera, Pekka & Wang, Chengang & Wang, Jue & Wei, Yingqi, 2017. "The delicate balance: Managing technology adoption and creation in multinational affiliates in an emerging economy," International Business Review, Elsevier, vol. 26(3), pages 515-526.
    3. Elbanna, Said & Abdelzaher, Dina M. & Ramadan, Nora, 2020. "Management research in the Arab World: What is now and what is next?," Journal of International Management, Elsevier, vol. 26(2).
    4. Liu, Yulong & Yu, Yang, 2018. "Institutions, firm resources and the foreign establishment mode choices of Chinese firms: The moderating role of home regional institutional development," Journal of Business Research, Elsevier, vol. 93(C), pages 111-121.
    5. Maggie Chuoyan Dong & Yulin Fang & Detmar W. Straub, 2017. "The Impact of Institutional Distance on the Joint Performance of Collaborating Firms: The Role of Adaptive Interorganizational Systems," Information Systems Research, INFORMS, vol. 28(2), pages 309-331, June.
    6. Mendi, Pedro & Mudida, Robert, 2018. "The effect on innovation of beginning informal: Empirical evidence from Kenya," Technological Forecasting and Social Change, Elsevier, vol. 131(C), pages 326-335.
    7. Noha El-Bassiouny, 2016. "The Trojan Horse of Affluence and Halal in the Arabian Gulf," Working Papers 39, The German University in Cairo, Faculty of Management Technology.
    8. Conrado Carrascosa-López & Mauricio Carvache-Franco & Wilmer Carvache-Franco, 2021. "Perceived Value and Its Predictive Relationship with Satisfaction and Loyalty in Ecotourism: A Study in the Posets-Maladeta Natural Park in Spain," Sustainability, MDPI, vol. 13(14), pages 1-16, July.
    9. El-Bassiouny, Noha, 2016. "Where is “Islamic marketing” heading?," Journal of Business Research, Elsevier, vol. 69(2), pages 569-578.
    10. Megan Min Zhang & Paul W. Beamish, 2019. "An institutional response model to economic liberalization: Japanese MNEs’ ownership choices in China," Asia Pacific Journal of Management, Springer, vol. 36(1), pages 33-59, March.
    11. Zhang, Jianhong & Jiang, Jiangang & Noorderhaven, Niels, 2019. "Is certification an effective legitimacy strategy for foreign firms in emerging markets?," International Business Review, Elsevier, vol. 28(2), pages 252-267.
    12. Sun, Sunny Li & Choi, Yoona & Guo, Feng & Guo, Jinyu & Zou, Bo & Cui, Lin, 2023. "Winning intellectual property rights lawsuits in China," Journal of World Business, Elsevier, vol. 58(3).
    13. Sunny Li Sun & Mike W. Peng & Weiqiang Tan, 2017. "Institutional relatedness behind product diversification and international diversification," Asia Pacific Journal of Management, Springer, vol. 34(2), pages 339-366, June.
    14. Nazia Adeel & Chris Patel & Nonna Martinov-Bennie & Sammy Xiaoyan Ying, 2022. "Islamic Religiosity and Auditors’ Judgements: Evidence from Pakistan," Journal of Business Ethics, Springer, vol. 179(2), pages 551-572, August.
    15. Röell, Christiaan & Osabutey, Ellis & Rodgers, Peter & Arndt, Felix & Khan, Zaheer & Tarba, Shlomo, 2022. "Managing socio-political risk at the subnational level: Lessons from MNE subsidiaries in Indonesia," Journal of World Business, Elsevier, vol. 57(3).
    16. Mandler, Timo & Won, Sungbin & Kim, Kyungae, 2017. "Consumers' cognitive and affective responses to brand origin misclassifications: Does confidence in brand origin identification matter?," Journal of Business Research, Elsevier, vol. 80(C), pages 197-209.
    17. Donbesuur, Francis & Ampong, George Oppong Appiagyei & Owusu-Yirenkyi, Diana & Chu, Irene, 2020. "Technological innovation, organizational innovation and international performance of SMEs: The moderating role of domestic institutional environment," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    18. Mike W. Peng & Sergey Lebedev, 2017. "Intra-national business (IB)," Asia Pacific Journal of Management, Springer, vol. 34(2), pages 241-245, June.
    19. Mauricio Carvache-Franco & Conrado Carrascosa-López & Wilmer Carvache-Franco, 2021. "The Perceived Value and Future Behavioral Intentions in Ecotourism: A Study in the Mediterranean Natural Parks from Spain," Land, MDPI, vol. 10(11), pages 1-15, October.
    20. Ziyi Wei & Quyen T. K. Nguyen, 2020. "Local responsiveness strategy of foreign subsidiaries of Chinese multinationals: The impacts of relational-assets, market-seeking FDI, and host country institutional environments," Asia Pacific Journal of Management, Springer, vol. 37(3), pages 661-692, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:iburev:v:30:y:2021:i:4:s0969593120301268. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/133/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.