Subrata Chattopadhyay

In view of the phenomenal blend of speedy technological improvement and the emergence of increasing environmental concerns, sustainable environment principles have increasingly become relevant for industrial strategy and economic models. Business communities, governments, and even customers are learning that there is an imperative for realizing environmental hazards without restricting the Industry 4.0’s possibility of growth. In this framework, this book emerges as a strategic and indispensable contribution to the growing knowledge collection focused on managing this crucial moment. This edited volume studies the complex interconnection between marketing innovation and sustainability imperatives, highlighting how businesses can coordinate their operations with global sustainability goals in the age of technological transformation.

After demonetization and the COVID-19 pandemic, there is a huge scope of research on the importance of digital banking, especially in semi-urban and rural areas where digital financial inclusion is understudied compared to urban and metropolitan areas. In this regard, choosing a semi-urban area of the study is important, and the effect of SERVCON model antecedents on consumer satisfaction and the moderating effect of trust (in individual level) on consumer loyalty addresses a major untapped research sector and makes our study relevant in the current context. This study employs a sample from an infinite universe to study digital and mobile banking users in the assigned region. Snowball sampling method has been adopted. The authors have chosen three nationalized banks in the given region, and the sample size was 245. The use of the partial least squares (PLS) approach in structural equation modelling (SEM) was utilized to examine the proposed model. Customer satisfaction increased with ease of decision-making, information availability, transactions, benefits, and post-sales-service issues. Compared to other service comfort factors, access and transaction convenience had the biggest influence on customer satisfaction. This study demonstrated that trust moderates customer pleasure and leads to financial institution loyalty. The study provides a comprehensive understanding of the different antecedents of SERVCON framework and their impact on customer satisfaction and loyalty in the semi-urban assigned locality adjacent to a renowned metro city.

This book explores how businesses can harness the power of Industry 4.0 technologies—AI, IoT, blockchain, and big data—to develop sustainable marketing

Brand hate is a complex phenomenon and can be due to psychological, interpersonal, or corporate-related issues. This article examines and explores concepts of brand hate. A qualitative study on brand hate was done where 20 respondents were semi-structured in-depth interviewed. Grounded theory methods have been applied for data coding. The findings of this work reveal the various antecedents and consequences of brand hate. Past negative experiences, consumer personality, corporate social responsibility, politics, and religion have a deep impact on consumer brand hate. Brands must meet the consumer expectations and recognize the consumer importance. Brand hate is triggered by product-related, social, or self-image concerns. The present work gives an instrument in the hands of managers for potential threats of brand hate and makes them aware of the rising demands of the consumer. Lastly, we have discussed the future research concerns of brand hate which researchers can explore.

O ódio à marca é um fenômeno complexo e pode ser causado por questões psicológicas, interpessoais ou corporativas. Este artigo examina e explora os conceitos de ódio à marca. Foi realizado um estudo qualitativo sobre o ódio à marca, no qual 20 entrevistados foram submetidos a uma entrevista semiestruturada em profundidade. Foram aplicados métodos de teoria fundamentada para a codificação de dados. As descobertas deste trabalho revelam os vários antecedentes e consequências do ódio à marca. As experiências negativas passadas, a personalidade do consumidor, a responsabilidade social corporativa, a política e a religião têm um impacto profundo no ódio do consumidor à marca. As marcas devem atender às expectativas do consumidor e reconhecer sua importância. O ódio à marca é desencadeado por preocupações relacionadas ao produto, sociais ou de autoimagem. O presente trabalho oferece aos gerentes um instrumento para identificar possíveis ameaças de ódio à marca e os conscientiza sobre as crescentes demandas do consumidor. Por fim, discutimos as preocupações de pesquisas futuras sobre o ódio à marca que os pesquisadores podem explorar.

The Indian handicraft industry, though it is the country's second largest employment generator after agriculture, is unorganized. Artisans living in remote locations of the country are unable to make their beautiful products available to their target customers, which impacts them financially. Thus, the economic conditions of artisans can be improved if work is done to uplift the handicraft sector. This will help in improving the financial conditions and social status of artisans. This study attempts to comprehend the major challenges faced by the Indian handicraft sector across its entire value chain through a literature review. Four major constraints, and corresponding propositions for mitigating these hurdles, have been identified. Based on the identified constraints, a conceptual model has been developed and, subsequently, an organizational model has been suggested. This study attempts to contribute to the marketing knowledge of the handicraft industry to boost its entire value chain, and to improve the socio-economic status of the artisans so that they can move toward having a sustainable livelihood.