The objective of this study is to examine Indian consumers’ global identity, ethnocentrism and animosity between India and China – two countries that have a diverse economic, cultural, political, and historical background. This research examines Indian consumers’ willingness to buy (WTB) Chinese smartphone brands. The conceptual framework proposed, explores the predictive power of global identity, ethnocentrism, animosity and brand’s perceived quality (BPQ) on Indian consumers’ WTB Chinese smartphone brands. The study examines the uncertainty that prevails in the minds of the consumers before buying a product from a country for which different feelings exists. Data from a survey of 861 respondents from India was collected to test the research model and was analyzed through PLS based SEM. The study establishes the significance of the proposed framework which is able to predict 61% of the variance of Indian consumers’ willingness to buy Chinese smartphone brands. Moreover, Indian consumers’ WTB Chinese smartphone brands are positively influenced by global identity and negatively by animosity and ethnocentrism. Earlier research has analyzed the contribution of ethnocentrism and animosity in the realms of different nations like China and USA but the current research explores the influence of global identity, ethnocentrism and animosity between India and China.

This empirical study aims to provide a conceptual framework for the antecedents of continuous purchase intention (CPI) of organic personal care products (OPCPs). Organic products are considered mor...

Purpose: There are two-fold objectives to this research. First is to analyse the importance of technology readiness (TR) for the users in using sports and fitness wearable devices in India. And second is to explore if gymnasium (gym) users are much more technologically ready as compared to non-gym users to use sports and fitness wearable devices.Design/methodology/approach: The study uses technology readiness and acceptance model (TRAM) to examine the users' intention to use sports and fitness wearable devices. Data from a survey of 907 respondents from India were collected and partial least squares (PLS)-structural equation modelling (SEM) technique was used to empirically examine it.Findings: The outcomes reveal that innovativeness and optimism have a positive influence on perceived ease of use (PEOU) and perceived usefulness (PU), and insecurity and discomfort have a negative influence on PEOU and PU. Both PEOU and PU act as important determinants in the user's intention to use sports and fitness wearable devices. The multi-group analysis (MGA) suggests that gym users tend to exhibit more positive intention towards using sports and fitness wearable devices and show higher probability of using the wearable devices relative to non-gym users.Originality/value: There are hardly any studies on intention to use sports and fitness wearable devices in India. The current research tries to understand the intention behind the gym users and non-gym users to use sports and fitness wearable devices. The outcomes of the research will help the marketers to align their promotional campaign based on the new segmentation variable “gym-user/non-gym user”. The research also highlights the importance of TR in the use of sports and fitness wearable devices in India.

This paper examines the link between creative and innovative leadership and FinTech adoption through the transmission mechanisms of perceived ease of use (PEOU) and perceived usefulness (PU). This study used a questionnaire survey method to collect data from a sample of 721 employees working in the Indian financial services sector. The data were analyzed using structural equation modelling. The study results revealed a significant and positive influence of creative and innovative leadership, PEOU, and PU on FinTech adoption. Moreover, PEOU and PU mediated the link between creative and innovative leadership and FinTech adoption. This study proposes a new vision for managerial procedures to understand the critical aspects regarding FinTech adoption. The study advises that engineering managers should offer simple and user-friendly technology to enhance the adoption rate. Additionally, the results suggest the importance of creative and innovative leadership for competitively exploiting novel technologies. Given India’s digital revolution and huge market potential, the FinTech sector could prove a game-changer, especially in generating employment for the young and technologically qualified population. Tech-driven organizations could use the study findings strategically in this digital era.