Zillur Rahman
@iitr.ac.in
Professor, Department of Management Studies
IIT Roorkee
RESEARCH INTERESTS
MARKETING
Scopus Publications
Scholar Citations
Scholar h-index
Scholar i10-index
Scopus Publications
Syed Masroor Hassan and Zillur Rahman
Emerald
PurposeAs a crucial counter-equivalent to business ethics, consumer ethics has emerged as a promising research domain for practitioners and academicians alike. Despite its pertinence for both industry and academia, little is known about the existing state of consumer ethics research. To address this limitation, a systematic literature review was conducted to identify key research themes, gaps in the extant literature and set the agenda for future research.Design/methodology/approachThis literature review is based on a sample of 81 research articles drawn from Scopus and EBSCO host databases and analysed on different classification bases, covering a period from 2004 to 2019.FindingsThe results reveal that pro-social behaviour has gained recent attention in consumer ethics research. Moreover, there has been a renewed focus to understand and mitigate the attitude–behaviour gap in ethical consumption. The authors also found that majority of the studies have been conducted in Europe and North America, in a single country context.Research limitations/implicationsConsumer ethics has significant economic and social consequences worldwide. Consumer ethics insights can help marketers and practitioners to devise strategies that minimize business losses due to unethical consumer behaviour, incentivize ethical consumption and align corporate social responsibility initiatives that draw consumer support.Originality/valueTo the best of our knowledge, this is the first major (systematic) review on consumer ethics after Vitell’s review of 2003. This review provides valuable directions for future research to carry this domain forward.
Tejaswi Patil and Zillur Rahman
Springer Science and Business Media LLC
Jamid Ul Islam, Owais Nazir, and Zillur Rahman
Elsevier BV
Baby Chandra and Zillur Rahman
Emerald
PurposeArtificial intelligence (AI) has a significant impact on value co-creation (VCC). However, a study providing a comprehensive summary of the current state of the art and common ground of the two fields is missing. The current study aims to fill this gap by conceptualizing the role of AI in VCC and customer decision-making.Design/methodology/approachThe study reviews literature on VCC and AI together, including a total of 108 articles. To bring the literature together, the authors adopted the antecedents-mediators-outcomes framework and narrative approach that helped them develop a framework by integrating the antecedents, mediators and outcomes of AI-facilitated VCC. Furthermore, the authors also operationalized existing literature to facilitate an understanding of the role of AI in customer decision-making.FindingsThe study, in addition to identifying the common theoretical grounds of VCC and AI (human behavior, cognition and social interactions), operationalizes AI functionality, its characteristics and customer characteristics as the antecedents of AI-facilitated VCC. Moreover, based on literature, on the continuum of low-to-high involvement, four types of decision-making were identified as mediator of the relationship between AI characteristics, customer characteristics and VCC. Additionally, the authors found different categorizations of AI in literature as archetypes to support various forms of VCC.Originality/valueThe study contributes to the literature of VCC and AI by construing a comprehensive framework for analyzing AI's impact on VCC, envisioning customer–AI interaction as continual exchange of advantages in which characteristics of AI and customers play a critical role in customer decision-making and shaping VCC.
Suchi Aeron and Zillur Rahman
Wiley
AbstractEmotions are the focal factor influencing consumer evaluation and behaviour. However, the present literature remains fragmented owing to conflicting findings on effects of emotions. Identifying moderator(s) of emotion's effect resolves these inconsistencies and helps comprehend when emotions are effective marketing tools. This study jointly reviews the literature on eight discrete emotions spanning over two decades (2000–2021), synthesizing and analysing the research on moderators attenuating, intensifying, or even reversing the effect of discrete emotions, documenting them at an individual and situational level. Based on that, an integrated contextually bounded emotion effect framework is advanced that resolves inconsistencies in literature and enables us to (1) draw instructive insights around discrete emotion dynamic effects owing to contextual variability, (2) identify similarities/differences within/across emotions and contextual factors (3) provide research‐informed managerial implication and directions for future research.
Harsha Tyagi and Zillur Rahman
Inderscience Publishers
Syed Masroor Hassan and Zillur Rahman
Emerald
Purpose This paper aims to investigate the role of personal and affective factors in curbing unethical consumer behaviour (UCB). Specifically, this study scrutinizes how religiosity, consumer ethical beliefs (CEBs) and anticipated guilt influence UCB. Design/methodology/approach Using a survey-based approach, the author distributed offline and online questionnaires among students enrolled in a public university in Roorkee, India and analysed the data using structural equation modelling. Findings The results provide evidence that intrinsically religious individuals develop strong ethical beliefs, which can help them to refrain from unethical behaviour and adopt ethical conduct. Also, individuals prone to experiencing anticipated guilt show less inclination to commit unethical behaviour. Research limitations/implications This research presents significant theoretical and practical implications to facilitate academic understanding and managerial decision-making in the context of consumer ethics. Originality/value This research is one of the few empirical studies in the Indian context that simultaneously examines the antecedents and consequences of CEB.
Monika Sharma and Zillur Rahman
Elsevier BV
Rahila Aziz and Zillur Rahman
Emerald
Purpose A conceptual confusion has evolved in brand hate (BH) research mainly due to multiple conceptualizations, models and constructs in the field. As such, there is an urgent need to bring these insights together for a holistic understanding of research in BH, fostering its growth. This paper aims to fill this theoretical gap by bringing together the field of BH and delineating opportunities for further research. Design/methodology/approach A systematic literature review was conducted for a period of about two decades, from 1998 to August 2021. The authors included the English articles published in peer-reviewed academic journals with full texts relevant to this study, leading to a usable sample of 55 articles. Findings The authors’ findings reveal that the literature has inadequately distinguished BH as emotion and relationship, while the theoretical domain used to explore BH remains largely dominated by the psychology literature. Furthermore, BH research has primarily focused on services, with little distinction made between hatred across product and service context, with most studies set in developed countries. The authors further identify the need to investigate boundary conditions influencing BH and develop a more robust measure of BH to capture its dynamic facet. Research limitations/implications By presenting a comprehensive and up-to-date overview of the research in BH and highlighting the future research avenues, this study is believed to spur scholarly research and serve as a valuable tool for the researchers in advancing the research in BH. Practical implications Analysis of determinants and antecedents of BH provide managers an opportunity to nip the evil in the bud by preventing such situations that may lead to BH. Furthermore, insights into different BH consequences and boundary conditions allow brand managers to devise appropriate strategies to mitigate adverse reactions and foster positive consumer–brand relationships. Originality/value This study provides a thorough analysis of the current state of BH research in one place and draws a road map for scholars to further the research in this area.
Syed Masroor Hassan, Zillur Rahman, and Justin Paul
Wiley
Owais Nazir, Jamid Ul Islam, and Zillur Rahman
Elsevier BV
Abstract The last two decades have seen a rapid increase in corporate social responsibility (CSR) research studies in the hospitality sector. However, majority of such studies have focused either on institutional outcomes like financial performance or stakeholders like customers. Correspondingly, building on the Self-determination Theory, this study developed a model to empirically test whether and how CSR participation drives employee's sense of purpose and facilitates their experienced meaningfulness to consequently enhance employee engagement and their job performance. For empirical validity, we conducted a questionnaire survey among 387 full-time employees working in selected luxury hotels of India. The results reveal that employees' CSR participation positively affects their sense of purpose and their experienced meaningfulness, which consequently affect employee engagement. The results further reveal that sense of purpose positively affects employees' job performance whereas the effect of employees' experienced meaningfulness on their job performance was found to be non significant. The findings also delineate that employee engagement positively affects employee job performance. By empirically demonstrating how employees' CSR participation can instill sense of purpose and meaningfulness to employees at their workplaces vis-a-vis enhance their engagement and job performance, we address the strategic concern of hospitality management and also exemplify a valuable academic contribution.
Faisal Talib and Zillur Rahman
Springer Singapore
Alok Acharya and Zillur Rahman
Inderscience Publishers
Avinash Pratap Singh and Zillur Rahman
Informa UK Limited
Jamid Ul Islam, Zillur Rahman, and Regina Connolly
Informa UK Limited
Shumaila Chandni and Zillur Rahman
Informa UK Limited
Jamid Ul Islam, Shadma Shahid, Aaleya Rasool, Zillur Rahman, Imran Khan, and Raouf Ahmad Rather
Emerald
PurposeThis paper aims to investigate how banking websites can activate customer engagement (CE) to consequently enhance customer trust and retention.Design/methodology/approachUsing an online survey, data were collected from 598 customers of various (public and private) banks in India. Structural equation modeling was used to analyze the data.FindingsResults reveal that the key website attributes viz. website interactivity, website aesthetics, customization, ease of use and telepresence positively affect CE. The results also delineate positive associations between CE, customer trust and customer retention.Research limitations/implicationsThis paper unravels that by strategically focusing on the relational dynamics of CE, banks can build trust and retain their most valuable stakeholders – the customers, thereby addressing the crucial strategic concerns of banking firms.Originality/valueThis research is the first to explore the effects of key website attributes on CE in the banking context. The undertaking of this study in an emerging economy adds further insight into CE literature by generalizing the applicability of CE studies across geographic contexts.
Imran Khan, Mobin Fatma, Amjad Shamim, Yatish Joshi, and Zillur Rahman
Elsevier BV
Mobin Fatma, Andrea Perez Ruiz, Imran Khan, and Zillur Rahman
Emerald
Purpose The purpose of this paper is to examine how banks’ level of corporate social responsibility (CSR) engagement influences consumers’ electronic word-of-mouth (eWOM) on Facebook. Furthermore, this study examines the mediating role of consumer identification with a company (C-C identification) in the relationship between CSR engagement and eWOM in online communications. Design/methodology/approach Indian banks have been taken as a study context. The data were collected online from July to August 2018, resulting in 239 valid surveys. Data were analysed using structural equation modelling via AMOS 22.0. Findings The findings in the present study suggest that CSR communication on social networking sites engages consumers and also helps them to identify with the companies and increase their eWOM intentions. Based on this finding, the authors suggest that managers should communicate about CSR engagement on social media to favourably influence identification and eWOM. Practical implications The result highlights the opportunities brought by new technology such as online social media to the service industry. Originality/value The present study contributes to the literature by enriching the understanding of how CSR engagement influences eWOM on social media. Of theoretical concern, this study connects the social identity perspective to CSR in the online context, something not previously explored.
Imran Khan, Linda D. Hollebeek, Mobin Fatma, Jamid Ul Islam, and Zillur Rahman
Emerald
Purpose The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the online service context. Design/methodology/approach To achieve the study’s objective, 414 users of virtual service brands, predominantly in the online banking, airline and hotel sectors, were surveyed. Findings Both brand engagement and experience exert direct effects on brand trust and commitment, as well as indirect effects on brand commitment (via brand trust) and service brand loyalty (via brand commitment). Research limitations/implications This paper adds to the literature by incorporating brand engagement, experience, trust and commitment into a unifying framework. The framework emphasizes brand trust and commitment’s mediating role in the relationship that brand engagement and experience share with brand commitment and loyalty in the online service context. Practical implications Marketers should formulate online brand engagement and experience strategies that strengthen customer brand trust and commitment, which are expected to exert a significant brand loyalty-enhancing effect. Originality/value Brand engagement and experience were validated as key drivers of brand trust and commitment, thereby further substantiating their role as important strategic metrics. Moreover, the role of commitment as a mediating factor in the association between brand engagement and experience and their respective impact on brand loyalty has been verified. Although the findings suggest that improved brand engagement/experience contributes to brand loyalty, this effect transpires only though brand commitment.
Faisal Talib and Zillur Rahman
Emerald
PurposeIn recent years, sustainable issues have gained increasing importance in the higher education sector across the country. To remain competitive, higher education institutions (HEIs) have to engage themselves in providing world-class opportunities for higher education and research so that the beneficiaries may not be at a disadvantage in the international level. However, many HEIs still encounter barriers that can affect their growth. The purpose of this study is to identify and interpret the most significant barriers affecting the growth of HEIs in India and understand the mutual interactions and interdependence among them.Design/methodology/approachIn this study, 12 barriers affecting the growth of HEIs in India were identified and sorted by literature review, and these were validated through discussion with experts. Contextual relationships were drawn between them during brainstorming sessions. A hierarchical, seven-level structural model of these barriers affecting the growth of HEIs was developed by utilizing the total interpretive structural modeling (TISM) approach.FindingsThe results of this study showed “lack of climate change research” as the topmost outcome of the model having the highest dependence and lowest driving power. “Facilitator domination over academic experts” occupied the bottom-level input, compared to other barriers of the model, with highest driving power and lowest dependence. Further, Matrice d'Impacts Croisés – Multiplication Appliquée à un Classement (MICMAC) analysis was also performed to categorize the identified barriers for better understanding. Under MICMAC analysis, five barriers were categorized as driver barriers, four barriers as dependent barriers and the rest as linkage barriers, while none as autonomous. A TISM-based model that partitioned the barriers into different levels was developed, showcasing direct and important transitive relations.Practical implicationsThe TISM-based model developed in this study may provide a more realistic approach to the problems faced by decision-makers, academicians and top managers in the growth of HEIs in India. Thus, it will provide a roadmap to focus on the most influential barriers and reduce or eliminate them.Originality/valueThe present study identified major barriers that when dealt with can help overcome the effect of other barriers preventing the growth of HEIs in India. It also introduces a model to identify and manage the barriers by understanding the effectiveness of each barrier and minimizing the overall effect in Indian HEIs. Moreover, the analysis of interdependence and interactions studied among these barriers may also help decision-makers, academicians and top managers to find deeper insights, prioritize and rectify them, to re-establish the growth of HEIs and gain a competitive advantage.
Mobin Fatma, Imran Khan, Zillur Rahman, and Andrea Pérez
Emerald
Purpose This study aims to identify the influence of perceived corporate social responsibility (PCSR) on consumer brand commitment in ridesharing services. Design/methodology/approach PCSR is a second-order construct reflecting three dimensions – economic, environment and ethics. A total of 423 useable responses were collected through an online survey. To test the hypotheses, structural equation modelling was used via AMOS 22.0. Findings Findings reveal that PCSR has a significant influence on consumer brand trust and brand identification. However, no direct relationship is observed between PCSR and brand commitment. The effect of PCSR and brand commitment is significantly mediated by brand trust and brand identification. Practical implications The investment of resources in corporate social responsibility (CSR) activities has many advantages because it increases trust and identification towards the brand. Ridesharing business firms are growing in size, so they should harness CSR activities by investing money into them that benefits society. Originality/value Sharing economy services have the potential to assist the global and local economy towards environmental friendliness. Yet, there is a lack of research on how the sharing economy model works the social responsibility aspects of the model and its impact on consumer response. This study assesses the dimensions of PCSR and its influence on brand commitment via a brand trust and brand identification towards ridesharing services.
Mobin Fatma, Imran Khan, and Zillur Rahman
Emerald
Purpose Based on the social identification theory, this study aims to understand employees’ reactions to corporate social responsibility (CSR) in oil companies. This study finds that employees’ perceived CSR is positively related to the employee organizational identification in controversial sector companies. Design/methodology/approach The authors chose to analyze five oil companies in India. These companies are large in size and revenue and provide a valid context for the present study. A survey of 316 employees had been carried out in the year 2015 at the headquarters of these companies located in India. Findings The finding shows that organization CSR activities enhance employees’ organizational identification, which in turn leads to employee commitment to their organization. Furthermore, the finding highlights the relationship between perceived CSR and organizational identification, which is mediated by perceived external prestige and perceived organizational support. Research limitations/implications The limitation of this study is the cross-sectional research design. The variables under investigation were measured only at one specific point of time. Another restriction of the study is that the data had been collected from the self-reported questionnaire. The results were dependent on how employees perceive and interpret how outside world assesses or views their organization. Originality/value This study provides a first step of empirical evidence suggesting that CSR engagement is important and can help in building the relation with stakeholders even in controversial industry.
Jamid Ul Islam, Linda D. Hollebeek, Zillur Rahman, Imran Khan, and Aaleya Rasool
Elsevier BV