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PurposeThe purpose of this paper is to examine the varying impact of advertising appeals on customers’ impulse buying (IB) for vice and virtue products.Design/methodology/approachThis research used two experiments varying humor/scarcity (high/low) and product category (vice versus virtue).FindingsHumor (scarcity) enhances IB of vice (virtue) products through anticipation of enjoyment (perception of uniqueness).Research limitations/implicationsThis research identifies a new antecedent of IB, advertising and additionally, a new moderator, product type (vice/virtue) in the ad appeal–IB relationship.Practical implicationsPractitioners managing vice (virtue) brands may use humor (scarcity) appeals to promote impulse buying.Originality/valueThis paper demonstrates that humor (scarcity) appeals enhance impulse buying of vice (virtue) products and shows the underlying mechanisms behind these effects.

This article advances the riveting discussion on how this special issue contributes to the consumer well-being literature. Specifically, this article endeavors to present an eclectic account of how the pandemics has had a lasting impact on the consumer well-being, its provenance and future research priorities for academics and practice. First, it briefly discusses the origin and relevance of the evolving issue of consumer well-being during pandemics. Second, it presents several directions for future research and third, it offers key insights for policymakers. It includes multiple research priorities that present vastly contrasting manifestations of consumer well-being. This article argues that future research will need to examine the drivers of consumer well-being during pandemics, the mechanisms that underlie the influence of pandemics on consumer well-being and the boundary conditions that accentuate/mitigate the influence of pandemic-induced factors.

PurposeThis purpose of this paper is to extend the model of goal-directed behaviour by including the potential benefits of webrooming and descriptive norms to scrutinise the consumer's rationale and intent behind webrooming.Design/methodology/approachA survey instrument was employed to collect the data. A total of 324 usable responses were obtained, and the structural equation modelling technique was used for analysis.FindingsThe results of the study revealed that consumers utilised the information collected online to strike better deals offline. Also, webrooming not only stimulated smart shopper feelings amongst shoppers but also assisted them in avoiding certain risks associated with shopping online. Besides, support was also garnered for informative and possession benefits linked with webrooming. The findings demonstrated the positive impact of attitude, anticipated emotions and perceived behavioural control on desire, which in turn positively determined the intentions. Significant mediation impact was also observed between attitude and intentions via desire. However, past behaviour was evidenced to impact only intentions. Surprisingly, descriptive norms emerged as a stronger predictor of consumers' desire as opposed to subjective norms, which was found to be insignificant.Research limitations/implicationsInformation search and switching costs associated with webrooming have not been considered in this study. A larger sample size would help draw broader generalisations.Practical implicationsWhile online retailers can utilise the findings of the study to convert webrooming shoppers into buyers, alternatively, offline stores can use the key insights to retain webroomers. Additionally, educators can use the findings of the study to teach the students about the changing retailing dynamics.Originality/valueThe present study emerges as the first one to incorporate cognitive, affective and habitual factors collectively for a better understanding of the webrooming phenomenon.

Prolonged laryngoscopy and failure to intubate are associated with increased morbidity and mortality. Need to improve glottic visualisation and ease of intubation has led to the introduction of various types of laryngoscopes. This study compares the effectiveness of C-MAC video laryngoscope (VL) with McCoy laryngoscope in patients with an anticipated difficult airway.This prospective randomised single-blinded single-centre study included patients with modified Mallampati grades 3 and 4, divided into two groups I and II of 65 patients each. Group I was intubated using C-MAC and group II with McCoy Laryngoscope. Modified Cormack Lehane grade of visualisation, time to intubate, intubation difficulty scale score and complications were recorded.C-MAC VL provides a higher proportion of modified Cormack Lehane grade I visualisation (63% vs 35.3, p=0.0017), the lesser median time of intubation in seconds (15 vs 18, p=0.0007) and significantly lesser median intubation difficulty score (0 vs 3) when compared to McCoy.C-MAC VL provided better visualisation of glottis and easier tracheal intubation that too in a significantly lesser time. We conclude and recommend the use of C-MAC VL over McCoy for endotracheal intubation in patients with predicted difficult airways, especially in modified Mallampati grades 3 and 4.

Celebrity credibility constitutes a significant portion of the celebrity brand endorsement literature. While this field of research is mature with a rich history of 45 years, it lacks a bibliometric analysis that traces its evolution. We address this gap by conducting a structured and bibliometric review of the literature. Through this hybrid review, we highlight the most cited articles, authors, journals, theories, methodologies, and sub-research themes in this body of knowledge. Our findings demonstrate that this research area is inter-disciplinary and significantly influences research within and beyond the business context. We identify a shift in credibility literature towards the digital media context. Further, this review indicates that a comprehensive sub-discipline of celebrity endorsement underlies the evolved literature of brand communication. Finally, we present an antecedent-consequence framework of source credibility. We conclude with theoretical contributions, managerial implications, and future research propositions using the Theory, Method, and Context (TMC) framework.

Sport fans engage themselves in several forms of behaviour to lend support to their favourite sport clubs. Brands, officially sponsoring these sport clubs, are keen on attracting and building relationships with these highly engaged club fans. Drawing on congruity theory, the study examines the influence of fan personality–sponsor brand personality (FP–BP) congruence on fan engagement with sport clubs, sponsor brand attitude, and purchase intention towards the sponsor brand. Data were collected from stadium spectators during professional football games (n = 503) in India. The findings indicate a positive influence of FP–BP congruence on sponsor brand attitude and brand purchase intention. The study reveals that in-role behaviours (such as buying tickets, watching club games, and BIRGing) and extra-role behaviours (such as wearing club apparel, displaying logo of club) are two necessary yet distinct components of fan engagement. Consequently, the study demonstrates that only in-role fan engagement with clubs significantly contributes to the formation of a favourable attitude towards the sponsor brand, whereas surprisingly, extra-role fan engagement does not. This study extends the stimulus–organism–response model to brand management literature by linking the brand personality and fan engagement concepts. Overall, this aids brand managers and sports clubs in cementing the engagement of fans with sponsor brands and clubs, respectively.

Purpose The purpose of this paper is to compare two competing models denoting two dimensions (hedonic and utilitarian) and three dimensions (hedonic, utilitarian and social) of the construct “value” and investigates their relative influence on satisfaction, future patronage intention (FPI) and word-of-mouth (WoM) in a hypermarket context. Additionally, the study examines if these relationships are contingent upon gender and shoppers’ perception of retail crowding. Design/methodology/approach The proposed models and the hypotheses were tested using structural equation modelling, across two cross-sectional studies (n1=268, n2=259). The multi-group analysis was used to test moderated relationships. Findings The study demonstrates that satisfaction mediates the impact of shopping value on FPI and WoM. The model that includes utilitarian, hedonic and social value explains higher variance in satisfaction and WoM than that is evidenced in the alternate model comprising utilitarian and hedonic values. Shoppers’ gender and perceived retail crowding moderate the influence of shopping value on satisfaction. Practical implications Retail managers should understand that enjoyable and social shopping experience of the consumers lead to satisfaction, which in turn plays a pivotal role in the formation of FPI and WoM. Managers discern that a moderate level of crowding is better than the extremely low or high level of density. Originality/value Amidst a lack of unanimity on the dimensionality of shopping value, this is one of the first studies to evaluate the two theoretical models of shopping value having two dimensions and three dimensions, respectively. An understanding of gender and retail crowding perceptions is crucial in shopping value judgments.

Objective: To evaluate the safety and efficacy of dexmedetomidine versus propofol as a sedative modality for awake fiber-optic intubation (AFOI) in elective patients with anticipated difficult intubation. Materials and Methods: This randomized prospective study was conducted on 90 patients (Group D and Group P; n = 45) who had undergone AFOI for anticipated difficult airway. Group D received intravenous (IV) dexmedetomidine and Group P patients received IV propofol, until they were adequately sedated. Sedation was measured by Bispectral index© and Ramsay Sedation Scale. Airway blocks were given to all patients undergoing awake fiber-optic intubation. Intubation comfort scores, airway obstruction scores, and hemodynamics were recorded in all patients. Results: Sedation level was comparable in both the groups. Intubation time was less in Group D than Group P (119.06 ± 16.51 s vs. 126.67 ± 18.19 s; P

Although the role of positive emotions is important in sales, personal happiness remains understudied in the selling context. Grounded in broaden-and-build theory, this study aims to examine the relationships among personal happiness, job involvement, job satisfaction and salesperson flourishing. For salespeople, the new demands of a connected world have largely blurred the boundaries between their personal life and work life. It has allowed emotions from their personal life to spill over into their workplace. Data from 137 salespeople in the retail context in India lend support for the proposed serial mediation model. The authors propose that the influence of personal happiness on a salesperson flourishing is mediated by job involvement and job satisfaction. Results of this study shows that personal happiness has a direct influence on the salesperson’s flourishing and is effective only through the mediating influence of job satisfaction and not of job involvement. This study extends the broaden-and-build theory by proposing that personal happiness may influence flourishing at work. The findings illustrate the need for a renewed focus on salesperson’s personal emotions, especially in todays connected workplace where the boundaries between personal and work life are shrinking

Extant research in the Impulse Buying (IB) domain has predominantly focused on how it can be enhanced and has mostly benefitted marketers. This research, however, shifts the focus to consumers and how they can mitigate or reduce impulse buying. Drawing on Action Regulation Theory (ART), we posit that planning prompts mitigates impulse buying; and that this mitigating effect is stronger for individuals with high (vis-à-vis low) decisional procrastination as also for vice (vis-à-vis virtue) products. Hypotheses were tested using two studies conducted in India. Study 1 (n = 200) was conducted using a vignette-based experiment in a hypothetical scenario while Study 2 (n = 200) was a field experiment conducted on consumers in a mall setting. Our research advances knowledge with regard to mitigating avoidable impulse buying and adds to extant research on planning prompts. We also document key theoretical and managerial implications of our findings.

Purpose The purpose of this paper is to study the impact of materialism on credit card (CC) use and impulsive buying (IB) and compulsive buying (CB) behaviour. Furthermore, it assesses whether CC use and IB behaviour mediate the relationship between materialism and CB behaviour. Design/methodology/approach Data were collected from adult consumers with CCs via an online survey. For model assessment, a two-step approach was followed. First, a measurement model was created and tested using maximum likelihood estimation and validity of the study constructs was assessed. This was followed by structural equation modelling to test the hypotheses. Findings Materialism influences CC use and increases the propensity for IB (IB), which then precipitates CB habits. Reduction in CC use can decrease both IB and CB. Out of the six hypotheses assessed, only the one linking CC use to CB was not supported, requiring further investigation. Mediation relationships were identified, where CC use and IB act as mediators between materialism and CB. Research limitations/implications The paper captured responses from adult consumers of India. Hence, the findings may not be generalised across geographies and age groups. The study contributes to the debate on the impulsive–CB paradigm by showing that impulsive and CB are not distinct constructs. In fact, the former could lead to the latter. Practical implications CC use in itself need not necessarily lead to CB. The only way CC could cause CB is through IB. Hence, firms must promote responsible buying habits, as there has been an increase in IB, which, if not controlled, could lead to debt trap resulting from CB. The findings of this paper will help both retailers and CC institutions to better understand the spending pattern of consumers. Those will also help the policymakers to chalk out ways to the curb indiscriminate issuance of CCs without educating users. Originality/value The findings confirm that IB and CB exist on two ends of a continuum, and not as two distinct theoretical constructs. IB acts as a mediator between CC use and CB as well as between materialism and CB.

Purpose The purpose of this paper is to examine the impact of user gender, celebrity gender, and celebrity-user gender congruity on celebrity personality-user personality (CP-UP) congruity, and consequently, brand purchase intention (BPI). Additionally, it delves into the mediating roles of CP-UP congruity and brand personality-celebrity personality (BP-CP) congruity. Design/methodology/approach A survey research entailing a sample of 709 adult consumers was used to test the framed hypotheses by means of a structural equation modelling. Findings The results indicate that while celebrity and user gender have a significant positive effect on CP-UP congruity, celebrity-user gender congruity has a negative effect. The study shows a partial mediation of CP-UP congruity in the relationship between gender congruity and BP-CP congruity. Furthermore, BP-CP congruity is shown to have a full mediation effect on the relationship between CP-UP congruity and BPI. Research limitations/implications Consistency of the results of this study may be corroborated by employing other methods to estimate congruity scores. Also, the results of the present study may not be generalisable across different product classes with varied consumer involvement. Practical implications The findings have major implications for practitioners in understanding the significance of BP-CP congruity among celebrity-user-brand in the formation of purchasing intentions. The results of the study suggest a better CP-UP congruity when the gender of the celebrity is opposite to the gender of the user. This result questions the generalisability of the similarity theory that exhorts a prospect’s customary identification with a spokesperson of her/his own sex and further reinforces the selectivity hypothesis that indicates different information processing of males and females while they make judgements. Therefore, it might be a good idea for advertisers targeting female audiences to employ male celebrities in certain endorsements. Originality/value This is the first study that tests for the mediation effect of CP-UP congruity in the relationship between gender congruity and BP-CP congruity, and that of BP-CP congruity in the relationship between CP-UP congruity and BPI.

Context: The primary goal of septic shock management is optimization of organ perfusion, often at the risk of overloading the interstitium and causing pulmonary edema. The conventionally used end points of resuscitation do not generally include volumetric parameters such as extravascular lung water index (EVLWI) and pulmonary vascular permeability index (PVPI). Aims: This study aimed to assess the prognostic value of EVLWI and PVPI by calculating their correlation with the severity of lung injury. Settings and Design: This prospective observational study included twenty mechanically ventilated critically ill patients with Acute Physiology and Chronic Health Evaluation score (APACHE II) >20. Subjects and Methods: EVLWI and PVPI were measured using transpulmonary thermodilution, and simultaneously, PaO2:FiO2 ratio, alveolar-arterial gradient of oxygen (AaDO2), and chest radiograph scores from two radiologists were obtained. Statistical Analysis: The correlation of EVLWI and PVPI with chest radiograph scores, PaO2:FiO2 ratio, and AaDO2 were calculated. The inter-observer agreement between the two radiologists was tested using kappa test. Results: EVLWI and PVPI correlated modestly with PaO2:FiO2 (r = −0.32, P = 0.0004; r = −0.39, P = 0.0001). There was a better correlation of EVLWI and PVPI with PaO2:FiO2 ratio (r = −0.71, P < 0.0001; r = −0.58, P = 0.0001) in the acute respiratory distress syndrome (ARDS) subgroup. The EVLWI values correlated significantly with corresponding chest radiograph scores (r = 0.71, P < 0.0001 for observer 1 and r = 0.68, P < 0.0001 for observer 2). Conclusions: EVLWI and PVPI may have a prognostic significance in the assessment of lung injury in septic shock patients with ARDS. Further research is required to reveal the usefulness of EVLWI as an end point of fluid resuscitation in the management of septic shock with ARDS.

3M had an entire portfolio of Personal Protective Equipment (PPE) targeted at the large industrial customers. These were high priced, premium quality products which 3M India enjoyed a dominant market share in this segment. The demand for such products was facilitated by the fact that big clients were more aware of the Occupational Health and Environmental Safety (OHES) implications at the workplace. 3M traditionally capitalised on its business strategy of differentiation. This helped it charge a premium on its products to its customers. Having catered to large industrial customers since its entry into the Indian market, 3M had developed its marketing channel to improve its revenues from this target segment. With economic liberalisation, the smaller B2B customers who belonged to the small and medium-sized enterprises (SME) category also became aware of OHES. This segment was very price conscious and did not have preference for any brand. PPE was another overhead for them and they would opt for any product that addressed the safety concerns and at the same time keep costs down. In order to build a presence among them, it was necessary to build an intensive distribution network with a strong sales force. Ubiquity of the brand was essential to gain market share. Another important consideration was competitive pricing compared to prices to the existing players. Both the factors together were expected to help 3M consolidate its position as a supplier of PPE for this segment. 3M had never been a player on the price front. The price war that 3M had to constantly indulge in while targeting the SME segment was not its forte. The decision on whether to go for a comprehensive rollout was itself questionable. Introducing low price products in the Indian market would lead to cannabilisation of the high end PPE. A pertinent question was how much of this inevitable cannibalisation would be acceptable without impacting the revenues.

BACKGROUND The accuracy of respiratory variation of the inferior vena cava (rvIVC) in predicting fluid responsiveness, particularly in spontaneously breathing patients is unclear. OBJECTIVES To consider the evidence to support the accuracy of rvIVC in identifying patients who are unlikely to benefit from fluid administration. DESIGN Systematic review and meta-analysis. DATA SOURCE We searched MEDLINE, EMBASE, Cochrane Library, KoreaMed, LILCAS and WHO Clinical Trial Registry from inception to June 2017. ELIGIBILITY CRITERIA Case-control or cohort studies that evaluated the accuracy of rvIVC in living adult humans were included. A study was included in the meta-analysis if data enabling construction of 2 × 2 tables were reported, calculated or could be obtained from authors and met the above cited criteria. RESULT A total of 23 studies including 1574 patients were included in qualitative analysis. The meta-analysis involved 20 studies and 761 patients. Pooled sensitivity and specificity of rvIVC in 330 spontaneously breathing patients were 0.80 [95% confidence interval (CI) 0.68 to 0.89] and 0.79 (95% CI 0.60 to 0.90). Pooled sensitivity and specificity of rvIVC in 431 mechanically ventilated patients were 0.79 (95% CI 0.67 to 0.86) and 0.70 (95% CI 0.63 to 0.76). CONCLUSION Decreased inferior vena caval respiratory variation is moderately accurate in predicting fluid unresponsiveness both in spontaneous and mechanically ventilated patients. The findings of this review should be used in the appropriate clinical context and in conjunction with other clinical assessments of fluid status. IDENTIFIER CRD 42017068028.

Purpose Delirium is a disorder of decreased ability to focus, sustain or shift attention, change in cognition and or perception. The main objective was to evaluate the diagnostic accuracy of Confusion Assessment Method for the ICU (CAM-ICU) and Intensive Care Delirium Screening Checklist (ICDSC) among the nursing and medical staff in a multidisciplinary ICU. Methods and material Three hundred ten verbally communicating and non-communicating patients (mean age in years 47.9, standard deviation [SD] 14.5, mean Acute Physiology and Chronic Health Evaluation II score 13.8, SD 6.4) were assessed by a psychiatrist, nurse and intensivist for delirium. Inter-rater agreement was measured by Cohen's kappa coefficient. Sensitivity, specificity, predictive values, likelihood ratios and diagnostic odds ratio (DOR) were calculated. Results CAM-ICU showed higher sensitivity and DOR (84%, 86.1) compared to ICDSC (78%, 36.9). ICDSC had specificity and positive predictive value (94.5%, 92%) equal to that of CAM-ICU. For both the assessment methods (CAM-ICU and ICDSC), DORs for intensivists (120.5, 53.0) were relatively higher than nurses (67.0, 27.0). Conclusions In our mixed ICU population, CAM-ICU remained more sensitive than ICDSC. Though sensitivity and DOR were higher for medical staff, other diagnostic parameters were similar for both medical and nursing staff.

The present study provides and tests a conceptual framework aimed at comparing the relative effectiveness of celebrity–user, brand–celebrity, and user–brand personality congruence on brand attitude and brand purchase intention (BPI) thereafter. The data collection was done via an online survey of a representative group of consumers (n = 431) located across India. Hypotheses were tested using regression analysis with mediation approach. The results indicate that while user–brand and brand–celebrity personality congruence have a significant impact on brand attitude and purchase intention, celebrity–user congruence does not. Further, brand attitude is found to be a partial mediator on the relationship between the pair-wise personality congruence on BPI. The findings have major implications for marketers in understanding the significance of personality congruence among celebrity–brand–user in the formation of brand attitude and purchase intention that can be used in positioning and in increasing the advertisi...

Guillain–Barre´ syndrome complicating pregnancy is a rare event which carries a high maternal risk. We presented a case of 23 years old pregnant lady diagnosed with GBS in third trimester who deteriorated after termination of delivery of the new born. Despite the availability of intravenous immunoglobulin and plasmapheresis and complications like ventilator associated pneumonia, tracheostomy, autonomic instability, patient was successfully managed due to a meticulous multidisciplinary involvement in our intensive care unit. Keywords: pregnancy; thromboprophylaxis; tracheostomy; ventilator associated pneumonia.

We report a case of "can ventilate but can't intubate" situation which was successfully managed in the Emergency Department and Intensive Care Unit by the use of ProSeal laryngeal mask airway and Frova Intubating Introducer as bridging rescue devices. Use of appropriate technique while strictly following the difficult airway algorithm is the mainstay of airway management in unanticipated difficult airway situations. Although the multiple airway devices were used but each step took not more than 2 min and "don't struggle, skip to the next step principle" was followed. With the availability of many advanced airway management tools, the intensivists should have a training and experience along with preparedness in order to perform such lifesaving airway managements.

Mortein, one of the top pest repellant brands in India, was facing a stagnant market share for the past three years. Although the brand in itself stood for “power”, consumers did not perceive the vaporizer to have the same power as competitors' products. Deepak Sinha, the brand manager for Mortein, had formulated a business strategy to capture share from competition through a brand relaunch with an improved and more effective product, Mortein PowerGard. Deepak had come up with the proposal for a 360-degree activation for Mortein. Deepak had to approve the advertising copy designed and developed by a management trainee. He wanted to be doubly-sure about the target audience for the communication campaign and the decision-making units for the purchase of a mosquito repellent. There was a debate on this at Reckitt-Benckiser (hereafter referred to as RB). He wanted to be scientific about decisions like target audience selection and the appropriateness of the message strategy which was also part of the copy strategy. Deepak and the trainee had to convince the top management at RB on certain decisions that were taken and some others that were being contemplated upon.

Kamdhenu Dairy was one of the biggest dairy unions in India that came into being in 1969. Kamdhenu dairy, with an annual sales turnover of Rs.5250 million, was procuring its milk from the regular suppliers residing in the villages using its own procurement network. The same network was being used to market other dairy products and essential items like fodder and medicine for the cattle to the milk suppliers. The company had recently chosen to sell tea using the same procurement network. The entry of Kamdhenu Dairy into tea marketing was justified as tea was a high margin product and did not require additional resource allocation for marketing in the local rural market. As the marketing of Kamdhenu Dan (cattle feed) and Kamdhenu Ghee had been quite successful, Mr. Samal, the CEO of Kamdhenu, thought the same network could be used to market Kamdhenu tea as well. However, Mr. Samal was worried over the stagnation of tea sales in recent times though initial sales were encouraging. There were already many national and local players who were quite entrenched in the regional tea markets of India. Kamdhenu dairy was neither a national player nor was it a leader in the local market. This forced Mr. Samal to think about the marketing strategy for Kamdhenu tea to achieve success in market penetration in India. Mr. Samal was carefully pondering over possible alternatives to decide how best he can deal with the situation. This case is useful for examining the issues related to market penetration strategy.

The article attempts to bring to focus the role of rural marketing in bridging the widening disparity between rural and urban economies in India. The suggested reconceptualization of rural marketing highlights the need for a dual perspective— ‘producers’ empowerment’ and ‘strategic marketing’, and broad basing its domain to cover variety of market relationships which are part of growing rural-urban linkages. This difficult and complex task can be achieved by helping rural producers to effectively compete in the marketplace based on competitive/comparative advantage through consolidation of agriculture and rural enterprises. More specifically, agriculture and rural enterprises need to be linked to rural and/or urban markets through ‘minimizing market resistance to rural products’ and ‘maximizing market orientation of rural enterprises’.

Tulsi Tanti, the high-profile chairman of Suzlon Energy had read rave reviews written by some analysts and academicians about the company’s global expansion. There were mixed opinions about his effort to make Suzlon a vertically integrated company. In spite of its success, it was still not clear whether Suzlon should go ahead with more acquisitions and integrate the firm further. Certain decisions about its future expansions were also pending and were being heatedly debated in his boardroom. Tanti was to explain and do his best to make his team believe the value accrued to the organization by the past acquisitions. The degree of product customization and innovation was also something that was on his mind since Suzlon’s turbine technology was limited and the demand for more powerful turbines was increasing. Suzlon needed to take a closer look at its products portfolio and expansion strategy.

Disseminated intravascular coagulation (DIC) is seen in