Zillur Rahman
Verified email at 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
Monika Sharma and Zillur Rahman
Journal of Business Research, ISSN: 01482963, Volume: 149, Pages: 463-475, Published: October 2022
Elsevier BV
Rahila Aziz and Zillur Rahman
European Journal of Marketing, ISSN: 03090566, Pages: 2014-2051, Published: 15 July 2022
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.
Management Review Quarterly, ISSN: 21981620, eISSN: 21981639, Published: 2022
Syed Masroor Hassan, Zillur Rahman, and Justin Paul
Psychology and Marketing, ISSN: 07426046, eISSN: 15206793, Pages: 111-130, Published: January 2022
Wiley
Owais Nazir, Jamid Ul Islam, and Zillur Rahman
Journal of Hospitality and Tourism Management, ISSN: 14476770, eISSN: 18395260, Pages: 123-133, Published: March 2021
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.
Alok Acharya and Zillur Rahman
International Journal of Business Excellence, ISSN: 17560047, eISSN: 17560055, Pages: 345-369, Published: 2021
Inderscience Publishers
Avinash Pratap Singh and Zillur Rahman
Cogent Business and Management, eISSN: 23311975, Published: 2021
Informa UK Limited
Jamid Ul Islam, Zillur Rahman, and Regina Connolly
Journal of Internet Commerce, ISSN: 15332861, eISSN: 1533287X, Pages: 403-408, Published: 2021
Informa UK Limited
Syed Masroor Hassan and Zillur Rahman
International Journal of Emerging Markets, ISSN: 17468809, eISSN: 17468817, Published: 2021
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.
Shumaila Chandni and Zillur Rahman
Service Industries Journal, ISSN: 02642069, eISSN: 17439507, Issue: 13-14, Pages: 932-959, Published: 25 October 2020
Informa UK Limited
Jamid Ul Islam, Shadma Shahid, Aaleya Rasool, Zillur Rahman, Imran Khan, and Raouf Ahmad Rather
International Journal of Bank Marketing, ISSN: 02652323, Pages: 1279-1303, Published: 19 Aug 2020
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
International Journal of Hospitality Management, ISSN: 02784319, Published: August 2020
Elsevier BV
Mobin Fatma, Andrea Perez Ruiz, Imran Khan, and Zillur Rahman
International Journal of Organizational Analysis, ISSN: 19348835, Pages: 941-956, Published: 22 Apr 2020
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
Journal of Services Marketing, ISSN: 08876045, Pages: 163-175, Published: 15 Apr 2020
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
Qualitative Research Journal, ISSN: 14439883, eISSN: 14480980, Pages: 243-264, Published: 9 Apr 2020
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
Journal of Product and Brand Management, ISSN: 10610421, Pages: 964-975, Published: 2020
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
Social Responsibility Journal, ISSN: 17471117, eISSN: 1758857X, Pages: 924-938, Published: 27 Sep 2019
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
Journal of Retailing and Consumer Services, ISSN: 09696989, Pages: 277-285, Published: September 2019
Elsevier BV
Amit Kumar Agrawal and Zillur Rahman
Current Psychology, ISSN: 10461310, eISSN: 19364733, Pages: 720-736, Published: 15 June 2019
Springer Science and Business Media LLC
Yatish Joshi and Zillur Rahman
Ecological Economics, ISSN: 09218009, Volume: 159, Pages: 235-243, Published: May 2019
Elsevier BV
Mayank Yadav and Zillur Rahman
Benchmarking, ISSN: 14635771, Pages: 3882-3905, Published: 29 November 2018
Emerald
PurposeThe purpose of this paper is to examine the impact of perceived social media marketing activities (SMMAs) on customer loyalty via customer equity drivers (CEDs) in an e-commerce context.Design/methodology/approachThe study surveyed 371 students from a large university in India. The data were analyzed via confirmatory factor analysis and the research hypotheses were examined using SEM.FindingsThe study revealed three key findings. First, perceived SMMAs of e-commerce comprise five dimensions, namely, interactivity, informativeness, word-of-mouth, personalization and trendiness. Second, perceived SMMAs of e-commerce have significantly and positively influenced all the drivers of customer equity (CEDs). Third, the CEDs of e-commerce exhibit a significant and positive influence on customer loyalty toward the e-commerce sites.Practical implicationsThis study will help e-commerce managers to boost customer loyalty toward the e-commerce sites through perceived SMMA.Originality/valueThe study is the first to identify five dimensions of e-commerce perceived SMMA. The current study also introduces the stimulus–organism–response model as a theoretical support to connect perceived SMMAs of e-commerce to customers’ loyalty via CEDs. This is supposed to be the first study to examine the impact of perceived SMMA on customer loyalty toward the e-commerce sites via CEDs in the e-commerce industry.
Nikunj Kumar Jain, Shampy Kamboj, Vinod Kumar, and Zillur Rahman
Marketing Intelligence and Planning, ISSN: 02634503, Pages: 63-78, Published: 2 Jan 2018
Emerald
Purpose The purpose of this paper is to examine how consumer-brand relationships affect brand loyalty and word of mouth when mediated by brand trust considering online brand communities on social media platforms. Design/methodology/approach A conceptual model is developed, depicting the impact of customer-brand relationships on brand loyalty and word of mouth via brand trust. The conceptual model is validated using partial least squares structural equation modeling and data for which are collected online through a structured questionnaire from a sample of 131 brand community members in North Capital Region of India. Findings Findings of the present study revealed that brand trust partially mediated between the involvement and commitment variables of customer-brand relationships, and brand loyalty and word of mouth. However, the link between satisfaction variable of customer-brand relationships, and brand loyalty and word of mouth via brand trust was found insignificant. Originality/value The present study provides novel insight to understand consumer-brand relationships on social media platforms.
Shampy Kamboj and Zillur Rahman
International Journal of Business Information Systems, ISSN: 17460972, eISSN: 17460980, Pages: 502-534, Published: 2018
Inderscience Publishers
Bijoylaxmi Sarmah and Zillur Rahman
International Journal of Business Excellence, ISSN: 17560047, eISSN: 17560055, Pages: 239-255, Published: 2018
Inderscience Publishers
Shampy Kamboj, Mayank Yadav, and Zillur Rahman
International Journal of Electronic Marketing and Retailing, ISSN: 17411025, eISSN: 17411033, Pages: 109-125, Published: 2018
Inderscience Publishers