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Purpose The principal purpose of this study is to analyze the consumer emotions on virtual merchandising in the context of social consumption ecosystem driven by value and lifestyle across the big middle consumer segment. Design/methodology/approach The qualitative information has been collected from 114 respondents selected through snowballing technique within the metropolitan area of Mexico City. A semi-structured research instrument was used to conduct the in-depth interviews online. Findings The results of the study indicate that technology-led virtual merchandising stimulates arousal and merriment among consumers, which converges the self-image congruence and appearance similarity. The subjects of the study have endorsed that visual stimulus leading to self-image and body image congruence develop consistent arousal and merriment, which lead to positive purchase intentions and buying decisions and inculcate the perception as seeing is experiencing. Research limitations/implications The samples drawn for this study may also limit the possibilities of generalization of the study results and map the consumer behavior in a predetermined pattern. Practical implications This study is founded on the theoretical maxims of theory of visual perceptions, cognitive theory of reasoning, theory of appearance and reality and Heider’s balance theory and contributes to these theories by explaining the relationship between the social self-concept and self-image congruence. Social implications Firms retailing online fashion apparel should also be engaged in developing user-generated contents through communications on social media encouraging experiential videos, slogans and reviews. Originality/value This paper significantly contributes to theoretical and practical implications on virtual shopping, emotions and beliefs and consumption culture.

Recent studies have identified the role of TMAO, a metabolite produced by gut microbial choline metabolism in increasing the risk for major adverse cardiovascular events. The bacterial enzyme Choline TMA Lyase found in several opportunistic gut commensals produces TMA, a precursor of TMAO. Proteus bacteria, a key contributor in several gastrointestinal diseases, is known to survive in the wide pH range of 2-10, offered by different locations of the GI tract. Currently, evidence characterising the functionality of the protein in the different compartments of the gut is lacking. This study aims at providing insights into the structural as well as functional stability of this protein in Proteus vulgaris in these environments. Homology modelling coupled with molecular docking studies reveals that Cys785, Asp512, Phe685 and Phe691 are key residues in influencing the functionality of choline trimethylamine-lyase. Our findings demonstrate the optimum activity of the protein at alkaline conditions, thereby indicating the pathological potential of Proteus bacteria in the different dysbiotic states of the small and large intestines.

This study analyzes the impact of customer segmentation, customer acquisition and retention, and customer behavior on entrepreneurial productivity and quality of the startup enterprises in Mexico. ...

This study analyzes the impact of leadership, employee-engagement, market-oriented approach, and co-creation on the business design of the SUEs in Mexico. This study aims at presenting new insights...

Purpose This paper aims to address a fundamental research question on behavioral branding, as how behavioral branding experience in reference to self-congruence, brand attributes and vogue leads to a positive influence on behavioral branding. Design/methodology/approach This study is based on the qualitative information gathered from 25 purposively selected respondents using semi-structured research interviews in the Mexico City. The respondents belonged to the young executive segment within the age group of 20-40, who had trendy knowledge of fashion accessory brands and exhibited behavior toward buying high profile consumer brands. The respondents were located in the northern (Roma Sur) and southern (Coyoacan) municipalities of Mexico City representing 28 per cent male and 72 per cent female sample population. Findings Brands following the vogue in the market engage consumers emotionally toward its use and public expressions. The effect of vogue in fashion accessories was found to be greater for women. This effect influences personality traits, and comparison of appearance and social status. Brand attributes reveal a set of characteristics that identify the physical character and personality traits of the brand, congruent with the consumer emotions through which consumers identify themselves. Brand personality traits include brand image, responsiveness and trust among consumers. Consumer brand knowledge during the survey was explored in reference to the behavioral branding by gathering answers to what consumers identified as their favorite fashion accessory brands. Consumer perception on brand image, perceived use value and societal recognition to the brand drive the brand attachment feeling among consumers. Consumers personify the brands at an accelerated pace, and they get associated to these brands. Research limitations/implications Like many other empirical studies, this study also has some limitations in reference to the research methodology, sampling, data collection and generalization of the findings. As this study is qualitative in nature, there are possibilities of subjectivity in the responses, which might not be compatible with the quantitative data, if researched with such methodology. Practical implications This study prompts specific managerial implications allowing managers with insights to better understand the consumer perceptions on fashion brands, vogue and the cognitive dimensions in adopting the behavioral brands of the fashion industry. The study demonstrates that the process of co-creation of fashion brands, and setting up vogue in the society is based on the social needs and consumer engagement in the vogue. Originality/value There is paucity of qualitative research literature on brand behavior in reference to hispanic consumers in general and in reference to Mexican consumer in particular. Hence, this paper contributes to the existing literature. There are not many empirical studies that have addressed these questions either in isolation, or considering the interrelationship of the above factors. The determinants of brand behavior analyzed in this study can be further explored broadly with the consumer value and lifestyle management.

The future perspectives of entrepreneurship have been discussed in the context of public policies in emerging markets with focus on India, Brazil, South Africa, and Mexico. In addition, global entrepreneurship agenda explaining the shift from efficiency-driven to innovation-driven performance of MSMEs is central to the discussion in this chapter. The debates on digital technologies, creative entrepreneurship, and institutional entrepreneurship, which serve as core factors for entrepreneurial growth, have been discussed in this chapter.

This chapter critically examines the entrepreneurial theories of classical, neo-classical, and modern schools of thought. The Marshallian and Kirzner’s theories have been discussed, which have emerged from classical school of thought. The classical arguments have been further linked to the theories of neo-classical school of thought represented by Schumpeter and arguments made in the gatekeeping concepts of entrepreneurial growth. This chapter further discusses the modern school of thought comprising stewardship theory, social cognition theory, business modeling, and digitization. The epistemological transition between classical and neo-classical, and neo-classical and modern schools of thought has been discussed in this chapter to bridge the contextual knowledge across the philosophies on entrepreneurship.

This chapter discusses the attributes of entrepreneurship and marketing strategies in the contemporary context with focus on MSMEs. The SMART entrepreneurship traits including strategic attributes, performance measurement, applied innovation, market responsiveness, and technology have been discussed in relation to upstream collaborations of MSMEs with large industries. In addition, marketing of reverse innovation products and exploring entrepreneurial opportunities in biomimicry segment have been discussed in this chapter. Discussion on biomimicry offers an interconnected understanding between life, society, and business. The principle attributes of innovation that affect customer-centric innovation have been discussed as the major challenge in improving the performance of MSMEs.

The contemporary entrepreneurial practices have been discussed in this chapter, which primarily focuses on entrepreneurial mindset, entrepreneurial genesis, market orientation, and growth perspectives. The entrepreneurial mindset has been explained in the context of various entrepreneurial growth perspectives. This chapter also discusses the entrepreneurial genesis, market orientation, and growth perspectives of MSMEs emerging out of family business ecosystem. Under the family business ecosystem, the critical factors of leadership, strategic thinking, business drivers, attributes of market interface, exploring opportunities, and key indicators of business economics have been discussed in detail.

This chapter discusses significant factors that elaborate the entrepreneurial environment in the context of micro, small and medium enterprises (MSMEs). The business environment and entrepreneurial ecosystem are central to the discussion in this chapter, which emphasizes on micro- and macro-economic factors affecting the entrepreneurial process and performance. In addition, innovation and technology, and marketing strategies, have been discussed in this chapter. The chapter also focuses on the shifts in organizational design and governance in reference to the different types of organizational structures, work culture, social effects on entrepreneurship, and organizational behavior and decision-making.

This research proposes a conceptual approach, based on classical and neo-classical theories, to develop marketing strategies for SUEs based on design-to-market approach. This study significantly contributes to the existing literature by linking entrepreneurial epistemologies with the design-to-market strategies through latitudinal discussion comprising emerging markets such as India, China, Brazil, and Mexico. In view of the findings of the study, it can be stated that the low-cost transaction-based approach of SUEs offers competitive end-user prices, and builds brand awareness and trust among consumers. SUEs promote market-based pricing approach in order to maintain a balanced price-quality relationship leading to enhanced organizational performance.

The general objective of this study is to examine the evolution of the concept of brand literacy and measure the independent variables by collecting empirical data through purposively developed instrument. The primary data collected through the instrument will be validated using the appropriate statistical tools. The study aims at describing the brand literacy among consumers in reinforcing brand choices in reference to brand image, brand attributes, brand communication (verbal and non-verbal), and brand etymology. The analysis of data of the study is expected to reveal the role of brand literacy perceived by the consumers as a driver of decision making with the constructs of the study to create brand value.

This paper discusses the social communication process of consumer brands through the conventional and non-conventional networks. Retail industry and companies promoting consumer products are highly engaged in developing brand literacy through both networks in the global marketplace today. This paper critically examines the most recent research contributions on the brand literacy, identifies gaps, and aims at discussing the strategic model building process around social marketing approaches and integrating brand socialization within the up-and downstream markets.

Consumer education and brand knowledge have emerged as the dynamic tool in the complex marketplace today that actively stimulate the cognitive behavior of consumers toward developing purchase intentions and buying decisions. The general objective of this study is to critically review the previous studies on the role of brand literacy, transfer and perceptions of knowledge, purchase intention, shopping ambiance and customer satisfaction, and illustrate the consumer decision making process induced by the above factors. The literature review reveals that brand education plays significant role as a driver of decision making among consumers, which not only empowers consumers in developing perceptions on the brand but also helps the companies on brand co-designing and knowledge dissemination process. Consumer literacy and brand knowledge helps the consumers in assessing the brand value, competitive advantage, and operational efficiency of the brand toward building purchase intentions. The effects of the...

This chapter discusses cognitive determinants of entrepreneurial leadership in reference to epistemological evolution of qualitative research. Qualitative information analysis has been carried out using in-depth interviews and analyzing their content. The content analysis leads to validating predetermined research propositions, which reveals that employee openness and organizational flexibility are the key contributors in improving the performance of start-up enterprises (SUEs) in competitive marketplace. The analysis of qualitative information suggests that employee commitment, implementing innovative utilitarian ideas, and effective team culture helps start-up enterprises improve market competitiveness and organizational performance of SUEs. Co-created innovations have the possibility of aggressive expansion with the scope of grabbing high market share in potential markets rather than being confined to niche market with unbranded innovations. This chapter reveals that collective decision-making is a better approach as compared to a leader-driven, top-down decision-making practice.

Successful start-up enterprises tend to co-design products and services by involving consumers and manufacture and market desired products and services at an affordable price. The analysis of data reveals that start-ups gain competitive advantage in providing easy accessibility and availability to its products within a niche market. This chapter analyzes information based on empirical evidences on market orientation and performance of micro-enterprises. Categorical discussions have been held in this chapter on introduction to non-parametric analysis, organizational design, consumer-centric approach, consumer segmentation, transaction-based approach, pricing, distribution, and serviceability. The quantitative information analysis in this chapter validates research hypotheses and reveals that consumer-employee relationship in start-ups is acceptable in general to support their manufacturing and marketing activities within the minimum viable segments.

This chapter synthesizes the results of the empirical research analysis and offers future research perspectives on decision-making process, innovation management, and market competitiveness. Emphasis has been laid on managerial implications in the context of the ambidextrous attributes of start-up enterprises, consumer behavior, market operations, and service-quality relationship. The chapter focuses on effective word of mouth, utilitarian values, and low-cost advantages that help consumers in reinforcing the me-too feeling. Low prices of innovative products in niche markets can create not only personal preferences, but also social consciousness about the products of start-up enterprises (SUEs). Start-up enterprises develop cost-effective, demand-led supply chain management within the minimum viable segment. The price-quality relationship of start-ups tends to develop confidence and buying potential among consumers in ambidextrous market segments.

Start-up enterprises have emerged as a socio-economic system for developing the regional economy and linking innovative ideas to consumer segments and large industries. These enterprises have grown over family business firms and are mostly founded on conventional wisdom. Therefore, start-up enterprises have narrow leadership vision and low-profile business models. Based on thorough literature review, this chapter discusses the current scenario of start-up enterprises in emerging markets. It also discusses the entrepreneurial ecosystem, marketing strategies, and Latin American perspectives on start-up enterprises. In addition, general and specific objectives of the study, along with justification for this research study, are presented in this chapter.