The Business Review

School of Business Studies

University of Kashmir

ISSN: 0972-8384

View Full Vol-28 No 2 Jul-Dec-2024

This research examines the impact of brand image and customer engagement on service excellence within the Indian airline industry. As highlighted in service marketing theory, service excellence is a vital yet challenging component of organisational success. Using the purposive sampling technique, data was collected from the faculty members of higher educational institutions in Jammu City, North India, using both online and offline approaches. The data was analysed using the Smart PLS 3 software. The results identified both brand image and customer engagement as crucial drivers of service excellence, with a significant impact on customer delight as an ensuing effect. This study contributes novel insights into customer experiences, particularly within the airline industry. It stands out for examining the mediating role of service excellence in the relationship between brand image, customer engagement, and the achievement of customer delight in the service quality of Indian airlines

This study analyzes the intricate relationship between economic policy uncertainty (EPU) and India's energy-growth nexus (1997-2022) using ARDL and machine learning (ML) techniques. ARDL results confirm the positive influence of energy consumption on economic growth in both the short and long run, while EPU exerts a negative impact. Notably, the interaction between EPU and energy consumption fosters economic growth. Toda & Yamamoto causality tests further corroborate EPU's impact on energy consumption and economic growth. ML models (MLR, RFR, GBR), employing F1-score feature significance, identify carbon emissions, EPU, and energy use as key GDP predictors, underscoring India's challenges in achieving SDGs related to environmental sustainability (SDG 13), economic stability (SDG 8), and energy efficiency (SDG 7). These findings emphasize the need for coordinated macroeconomic policies to mitigate uncertainty, particularly in the context of energy transition and regulatory frameworks, to promote sustainable and inclusive development

This study explores how psychological factors, including attitude, future time perspective, locus of control, risk tolerance, and goal clarity, influence retirement planning behaviour among salaried employees. Using structured questionnaires, primary data was collected from 306 salaried employees across three universities in the Jammu region of the Union Territory and Jammu and Kashmir. The data were analyzed using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), Structural Equation Modeling (SEM), One-way Analysis of Variance (ANOVA), and t-tests. The findings reveal that psychological factors significantly and directly impact retirement planning behaviour. However, the study is limited to three universities due to time and resource constraints. Future research could expand to universities across Jammu and Kashmir and other sectors such as banking and insurance. This research offers novel insights into retirement planning by highlighting the crucial role of psychological factors in shaping salaried employees' behaviour. The findings have implications for employers, government agencies, researchers, practitioners, and policymakers, providing valuable guidance for initiatives aimed at improving retirement planning awareness and effectiveness

Microfiber contamination is largely caused by the textile industry, especially fast fashion. Commonly utilized in the manufacturing of garments, synthetic fibers are strong and reasonably priced, but they also greatly worsen the environment. In the textile sector, sustainable clothing is essential for preventing microfiber pollution and encouraging environmental stewardship. There is not enough empirical evidence to assume that consumer behavior intention for sustainable clothing is applicable in Indian market environments when compared to other developed markets. The purpose of this study is to better understand the psychological factors that influence Indian consumers when compared to consumers from another developed nation(Japan) using the norm activation model. Data for this study was gathered through an online survey. Convenience sampling was used to gather the 382 responses (180 from Japan and 202 from India). The bootstrapping technique and structural equation modeling were used to test the proposed hypothesized relationships. To assess each of the Japanese and Indian cohort's strengths and identify any notable variations between them, a multi-group analysis was employed using Smart Pls version 4. The results reveal that the drivers of purchase intention for sustainable apparel were more or less equal within both cohorts. In addition to providing insightful information to marketers and regulators to help them develop strategies and legislation to achieve sustainability in the apparel sector, the study reaffirms the importance of the Norm Activation Model in promoting the desire to purchase green clothing.

In the modern world, society expects that socially responsible corporations will provide more benefits. On a worldwide scale, corporate social responsibility is having a strong impact on it. Numerous industries have realised the advantages and benefits of executing corporate social responsibility strategies for both business and society. According to studies conducted in developed economies, corporate social responsibility (CSR) affects a brand's performance. However, there are few studies of this sort available in developing economies such as India. Therefore, this study explores the connection between corporate social responsibility and brand equity (BE). Several studies have been conducted in this field, but the results are contradictory. As a result, previous studies failed to consider mediating factors and/or confounding factors, which can alter the direction of a relationship. Therefore, this study considered brand awareness, association, and loyalty to the brand, as well as perceived quality as potential mediators. Based on the results of a structural equation modelling (SEM) approach, we conclude that different CSR activities enhance the value of firm brands. However, not all activities contribute significantly to brand value. CSR activities relating to product based are key brand drivers that impact brand value whereas activities associated with the consumer have no significant impact on brand value. The results of Corporate-governance-based, environmental based and overall CSR contribute significantly to the creation of overall brand equity of firm.

This paper explores the contours of energy policy in Jammu and Kashmir, that have been shaped by the interplay of technological innovations, institutional reconfigurations, and shifting governance paradigms. The analysis begins with the state’s early reliance on hydropower projects, which were central to its sociotechnical imaginaries, developmental aspirations and energy security strategies. However, in present times there is increasing focus on decentralized renewable energy systems, including solar, small hydro, and smart grid technologies. The paper critically examines the neoliberal shift in energy governance, marked by the privatization of electricity generation, the restructuring of distribution companies (DISCOMS), and the introduction of smart meters, alongside evolving electricity laws. It also explores dedicated plans and policies for rural electrification, which have sought to address energy access disparities but remain constrained by a supply-oriented approach that often overlooks the complex, interconnected challenges of energy security, equitable access, and environmental sustainability. By challenging linear narratives of progress, the paper reveals the fragmented and contested processes that characterize energy governance in a region grappling with ecological fragility and developmental imperatives. It argues for a shift from the conventional supply-focused energy strategy to a more holistic approach that simultaneously addresses energy security, equitable access, and environmental protection, offering critical insights into the complexities of aligning energy policies with sustainable development goals in the Global South