Vikas Arya

@article{arya_3279,

title = {Using Augmented Reality to Strengthen Consumer/Brand Relationships: The Case of Luxury Brands},

author = {Vikas ARYA and Deepa SETHI and Linda D. HOLLEBEEK},

url = {https://onlinelibrary.wiley.com/doi/10.1002/cb.2419},

year  = {2025},

date = {2025-03-01},

journal = {Journal Of Consumer Behaviour},

volume = {24},

number = {2},

pages = {545-561},

abstract = {Though augmented reality (AR) is increasingly adopted in marketing, its capacity to foster consumers' engagement and attachment remain tenuous, exposing an important literature-based gap. Addressing this gap, we deploy social presence theory and luxury consumption theory to develop and test a model that proposes that consumers' engagement with AR-deploying luxury brands drives the development of their perceived brand warmth, social value, and brand competence, in turn impacting their brand attachment. To explore these issues, we draw on survey data from a sample of 537 luxury apparel and automotive consumers. The results using structural equation modelling (SEM) show that first, luxury consumers who exhibit high engagement with the AR-deploying brand perceive higher levels of brand warmth, -competence, and social value, in turn raising their attachment to the AR-deploying luxury brand. Overall, the findings highlight AR's strategic capacity to engage consumers and raise the brand's perceived brand warmth, competence, and social value, in turn boosting individuals' attachment to the AR-deploying brand.},

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@article{aggarwal_3278,

title = {Inside story of impact investing in emerging market: A systematic review to measure the responsible and sustainable investing pattern using the ADO framework},

author = {Shalini AGGARWAL and Prerna RATHEE and Vikas ARYA and Hiran ROY},

year  = {2024},

date = {2024-11-01},

journal = {Journal of Economic Surveys},

abstract = {Impact investing has emerged as a significant global phenomenon as it provides a valuable avenue for investors to shape their cognitive decision-making ability to have a societal impact. The present study aims to review the existing literature on impact investing systematically. It tries to understand the major motivational factors that impact the investor in impact investing using the ADO framework by linking it with McClelland's Theory of Motivation, geographical areas, journal of publication, and type of research articles for impact investing, significant research gaps in impact investing, theoretical and managerial implications and future research of impact investing. PRISMA framework has been used to finalize the articles from the Scopus database. As a result, 154 articles have been identified from the year 2011 to 2024. The result identifies three motivational factors that drive the investor to invest in impact investing. It includes financial, social, and self-actualization. The study will guide the policymaker in introducing comprehensive regulatory policies in the area of impact investing. Accordingly, tax incentives and subsidies should be granted for promoting investment in impact investing. The development of proper infrastructure for trading in impact investing needs attention.},

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@article{islam_3575,

title = {Unmasking luxury consumption and its psychology: An experimental approach to understanding the motivations behind ethical and sustainable brand preferences},

author = {Tahir Islam and Vikas ARYA and Ali Ahmad Bodla and Rosa Palladino and Armando Papa},

url = {http://dx.doi.org/10.1111/beer.12714},

year  = {2024},

date = {2024-07-01},

journal = {Business Ethics, the Environment and Responsibility},

abstract = {This research delved into the dynamics between pride, sustainability detectability, and product consciousness through three experimental studies conducted among Chinese millennials focusing on lavish brand. Grounded in the positive emotions theory, this study sought to discern the circumstances in which individuals with materialistic tendencies exhibit willingness to engage with sustainable luxury brands. The results of this meticulous experimental design indicate a positive relationship between materialism and the intention to purchase sustainable luxury brands, with pride identified as a mediating factor, and discussed the involvement of high conspicuousness of the product in the context of detectability of the brand's sustainability. Furthermore, this study offers insights through the positive emotion theory and examining the impact of self-conscious emotions on buyer preferences regarding sustainable luxury brands. The findings from this theoretical research provide valuable insights for brand managers, scholars, and policymakers aiming to develop sustainable brands that resonate with the sentiments and values of conscientious consumers.},

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@article{luthra_3580,

title = {Evaluating the impact of faculty development on employee engagement practices in higher education: analysing the mediating role of professional development},

author = {Anchal Luthra and Shivani Dixit and Vikas ARYA},

url = {http://dx.doi.org/10.1108/TLO-01-2023-0014},

year  = {2024},

date = {2024-06-01},

journal = {Learning Organization},

volume = {31},

number = {4},

pages = {565-584},

abstract = {The faculties are crucial to education. They should have enough training facilities and be encouraged to actively contribute to high-quality education and successful learning. Faculty engagement and development activities should be explored and included in learning organizations and employee engagement in India. This paper aims to describe higher education as a learning organization. The research will also assess how faculty development programs affect faculty engagement behaviors in these institutions and if professional development mediates this effect, which has not been previously examined.},

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@article{alper_3576,

title = {Investigation of the Destination Resilience of Turkey: New Insights from Convergence Hypothesis},

author = {Findik Ozlem Alper and Vikas ARYA and Ali Eren Alper},

url = {http://dx.doi.org/10.1177/23197145241237000},

year  = {2024},

date = {2024-04-01},

journal = {FIIB Business Review},

abstract = {This study focuses on the context of diversified challenges Turkey's tourism industry faces. This study aims to test the validity of the convergence hypothesis from the perspective of destination flexibility by separating the pre-pandemic and post-pandemic periods in Turkey's 15 top tourist-producing countries. The data collected from the period 2001:1 to 2019:12 for pre-pandemic period and 2022:1 to 2023:8 for the post-pandemic period are tested by performing Hepsag's stationarity test state that the convergence hypothesis is valid in 14 of the 15 major tourism markets for the pre-pandemic period (the Russian Federation, Germany, Bulgaria, England, Iran, Iraq, Georgia, Ukraine, Azerbaijan, Poland, France, Greece, Romania, Israel and Saudi Arabia). However, for the post-pandemic period, it was determined that the convergence hypothesis was valid only for Iraq, Poland, the Russian Federation and Ukraine. Examining the convergence features of tourism markets provides valuable information for decision-makers of Turkey's tourism policies for economic balance in the growing cities.},

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@article{luthra_3570,

title = {Knowledge management is no more a gray area in the tourism industry in India-a study on transformation leadership and executive communication},

author = {Anchal Luthra and Vikas ARYA and Shivani Dixit and Hiran ROY and Pasquale Sasso},

url = {https://doi-org.devinci.idm.oclc.org/10.1108/JKM-07-2023-0563},

year  = {2024},

date = {2024-03-01},

journal = {Journal Of Knowledge Management},

volume = {28},

number = {6},

pages = {1711-1745},

abstract = {Considering the important role of knowledge management in the global growth of world economies, the importance of knowledge management in the tourism industry can hardly be overestimated. Knowledge management, empowering leadership and innovation can open new research prospects for online travel and tourism, thereby increasing organizational capacity. In this context, this study aims to investigate the relationship between knowledge management practices and transformational leadership, along with the mediating role in this relationship of leadership communication. Knowledge management practices are discussed through the lens of managers'/organizational perspectives working in the online travel and tourism industry.},

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@article{rawat_3572,

title = {Does the micro become macro in developing economies? A study to trace sustainable circular replacements for emerging world's green development},

author = {Prigya Rawat and Vikas ARYA and Justin Paul and Hiran ROY},

url = {http://dx.doi.org/10.1002/bse.3594},

year  = {2024},

date = {2024-03-01},

journal = {Business Strategy And The Environment},

volume = {33},

number = {3},

pages = {2478-2496},

abstract = {The emerging world cannot ignore circular bio-economic development for long. A study of circular bioeconomy pointers at the local level is required to expedite the outgrowth of local economies. The narrative of ?for the locals, by the locals, and at the local? is pursued in the study, by recognizing the research gaps concerning local economies' growth needs and their effective penetration into the advancement of circular bio-economies, followed by the research objectives. The first question includes what role circular bio-economic indicators play at the micro-level in growing local economies and, second, emphasis on what role circular bio-economic indicators play at the micro-level to boost local economies. Semi-structured interviews were conducted with circular organizations in Afro-Asian states, resulting in seven themes derived by collating semantic and latent codes: patriotism, psychological safety, sustainable leadership, intrusive thoughts, ancestral footprints, waste valorization, and developing green brand evangelists. The study and findings seek to contribute to micro-level circular bioeconomy indicators. Theoretical ideas, practical applications, and limitations are acutely discussed, exfoliating the developed world's conventional waste and residual sustainable outcomes covered till now in the circular bioeconomy literature.},

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@article{arya_3578,

title = {Brands are calling your AVATAR in Metaverse-A study to explore XR?based gamification marketing activities & consumer?based brand equity in virtual world},

author = {Vikas ARYA and Rachita Sambyal and Anshuman Sharma and Yogesh K. Dwivedi},

url = {http://dx.doi.org/10.1002/cb.2214},

year  = {2024},

date = {2024-03-01},

journal = {Journal Of Consumer Behaviour},

volume = {23},

number = {2},

pages = {556-585},

abstract = {Brands are moving towards the Metaverse (3D immersive virtual spaces), where the growth of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid experience for the users. This paper aims to establish the role of a ?gamification of marketing activities? and its influence on consumer-based brand equity for intangible products (NFTs) in the Metaverse and examine the mediating role of consumers' brand engagement and brand love. To evaluate the conceptual model based on the cross-cultural data from two emerging countries in Asia and Africa, the study followed a two-stage, hybrid mechanism using PLS-SEM and neural network modeling. This study provides insights into the Metaverse-a new taxonomy of technology, in the context of embodiment, presence of AVATAR, and interactivity in the virtual world, supported by the social exchange theory. This study also suggests practitioners focus on brand authenticity while projecting their brand in the Metaverse.},

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@article{arya_3573,

title = {Let us take a walk to the sustainable tourism practices: a qualitative study through the lens of tourism experts},

author = {Vikas ARYA and Vilte Auruskeviciene and Srishti Agarwal and Priyanka Kokatnur and Harish Kumar and Rajeev Verma},

url = {http://dx.doi.org/10.1007/s11356-023-31503-7},

year  = {2024},

date = {2024-01-01},

journal = {Environmental Science And Pollution Research},

volume = {31},

number = {9},

pages = {12892-12915},

abstract = {The rising opportunities of sustainable tourism have brought many policies to control the exploitation of the environment and increase the reach of luxurious, safe, and authentic experiences to the different segments of tourists. This study seeks to prioritize the variables influencing the development of sustainable tourism and pinpoint key success factors that align with the Sustainable Development Goals (SDGs). It adopts a tri-dimensional framework encompassing economic, social, and environmental aspects, further delineated into eleven sub-dimensions, to provide a quantitative evaluation of sustainable tourism. We conducted interviews with 26 tourism industry experts hailing from eight countries, analyzing their responses using interval type-2 fuzzy sets. The results underscore the critical role of specific components in advancing sustainable tourism. In the economic dimension, ?financial resources and tourism costs? emerge as vital factors. In the social dimension, ?health and safety? takes center stage, while ?green infrastructure? plays a pivotal role in the environmental dimension. These findings underscore the significance of these aspects in promoting sustainable tourism. Furthermore, this study explores the strategic importance of sustainable tourism equity in shaping tourism planning and development for emerging markets.},

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@article{rana_3574,

title = {Green human resource management and environmental performance: mediating role of green innovation - a study from an emerging country},

author = {Geeta Rana and Vikas ARYA},

url = {http://dx.doi.org/10.1108/FS-04-2021-0094},

year  = {2024},

date = {2024-01-01},

journal = {Foresight},

volume = {26},

number = {1},

pages = {35-58},

abstract = {Purpose

This study sought to determine the role of green human resource management (GHRM) in fostering employees' environmental performance (ENVP). This study aims to advance knowledge related to the role of firms' GHRM activities in cultivating eco-responsible behaviors among employees, considering green innovation (GI) as a mediator.



Design/methodology/approach

For this study, data of 579 respondents were collected from employees working in the manufacturing industry in India. In all, 579 employees from the manufacturing sector in India participated in the study. The proposed model was tested using SMART PLS 3.3.



Findings

The findings of this study stated that GHRM was found significantly to predict ENVP in the Indian manufacturing industry, and GI exhibited partial mediation. This study emphasizes that GHRM activities carried out by firms encourage employees to engage in innovation to develop green products and find novel green operation processes to improve firms' ENVP.



Research limitations/implications

As this study is limited to manufacturing organizations in India, the results of this study cannot be generalized; future studies may examine the proposed model in different contexts to generalize findings.



Originality/value

This study encourages policymakers to devise laws to enable organizations to implement GHRM practices. This study contributes to the existing literature on the environmental aspects of corporate social responsibility and environmental management. This study is one of the few attempts that seek to assess the relationship between GHRM, ENVP and GI in the Indian manufacturing industry. The contribution of this paper is significant to limit GHRM literature, as it empirically investigates the association between GHRM and ENVP.},

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@article{kumar_3577,

title = {Exploring the role of augmented reality as a new brand advocate},

author = {Harish Kumar and Nikhita Tuli and Rajesh Kumar Singh and Vikas ARYA and Ritu Srivastava},

url = {http://dx.doi.org/10.1002/cb.2227},

year  = {2023},

date = {2023-05-01},

journal = {Journal Of Consumer Behaviour},

volume = {23},

number = {2},

pages = {620-638},

abstract = {Augmented reality (AR) has proven to be a potential source of disruption in the marketing discipline. Abundant research has attested to AR's potential by exploring the impact of AR attributes on behavioral intentions and users' attitudes. However, AR's potential to spark customer interactions, co-create value, and foster brand advocacy remains poorly understood. This study explores whether and how AR can turn users into brand advocates. Applying structural equation modeling to a sample of 502 AR users, the study finds that AR empowers users during their shopping experience, creating strong brand attachment and engagement and ultimately leading to brand advocacy. This brand-focused study, which goes beyond the technical aspects of AR, is unique and has the potential to inform the strategic decision-making of managers aiming to enhance the customer experience by means of AR implementation.},

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@article{verma_3582,

title = {Does startup culture in the emerging country grow around societal sustainability? An empirical study through the lens of co-creational capital and green intellect},

author = {Rajeev Verma and Vikas ARYA and Asha Thomas and Enrica Bolognesi and Jens Mueller},

url = {http://dx.doi.org/10.1108/JIC-07-2022-0162},

year  = {2023},

date = {2023-05-01},

journal = {Journal Of Intellectual Capital},

volume = {24},

number = {4},

pages = {1047-1074},

abstract = {The purpose of this paper is to examine the role of green intellectual capital in fostering societal sustainability. Also, this study investigated how co-creational customer capital mediates the relationship between green intellectual capital and societal sustainability. The paper draws attention to co-creating customer capital and understanding its impact on societal sustainability in high-contact service startups.},

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@article{sethi_3579,

title = {The impact of leader-member exchange, perceived organizational support, and readiness for change on job crafting behaviours in HRM in an emerging market},

author = {Deepa SETHI and Vijay Pereira and Tanusree Chakraborty and Vikas ARYA},

url = {http://dx.doi.org/10.1080/09585192.2023.2189021},

year  = {2023},

date = {2023-01-01},

journal = {International Journal Of Human Resource Management},

volume = {34},

number = {22},

pages = {4261-4290},

abstract = {The demands of the workplace have become such that employees need to continuously change, tweak, and restructure the ways in which they work. To do so, they engage in a process called job crafting. This process is becoming so commonplace that it is crucial to verify whether organizations are able to provide a climate in which employees can feel positive about such changes. In this regard, positive leader-member exchange may create the conditions necessary to motivate employees to engage in job crafting behaviours against the contextual background of perceived organisational support. When employees are ready for change, they feel that they have the support of their organization, and experience high quality leader-member exchange, their engagement in job crafting behaviours will be heightened. Conducted through the lens of social exchange theory, our study represented an attempt to integrate some important predictors of job crafting behaviours?i.e. leader-member exchange, perceived organisational support, and the moderating role played by readiness to change. The study contributes to the literature by defining a model suited to revisit human resource (HR) practices and policies and to add value to the HR perspective to the end of improving organisational effectiveness.},

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@article{sharma_3583,

title = {New Higher Education Policy and Strategic Plan: Commensurate India's Higher Education in Global Perspective},

author = {Khushboo Sharma and Vikas ARYA and Prakash Mathur Himendu},

url = {http://dx.doi.org/10.1177/23197145221125351},

year  = {2023},

date = {2023-01-01},

journal = {FIIB Business Review},

abstract = {A national education policy (NEP) is a comprehensive framework to guide education development in any country. In light of this, the present contribution is structured on an analysis of recent changes in the education policy of an emerging economy. The study is an original contribution to the qualitative study literature, applying the system model of inquiry and Twitter mining methodology using NVIVO 12 software. The sketch of the article begins by analysing the limitations and gaps of the extant education policy in an emerging country, and its implications through the SAP-LAP framework, and then analysing the reaction of various stakeholders on Twitter. The sentiment index (SI) scored +3.59, denoting a broad approval of the policy amongst the people. Further, the gap analysis develops the pathway to learning issues that guide the recommendations. The article concludes by offering a capacity development framework for better implementation and monitoring of new education policies for lower-middle income countries.},

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@article{anand_3581,

title = {Quality Dimensions of Augmented Reality-based Mobile Apps for Smart-Tourism and its Impact on Customer Satisfaction & Reuse Intention},

author = {Komal Anand and Vikas ARYA and Sheena Suresh and Anshuman Sharma},

url = {http://dx.doi.org/10.1080/21568316.2022.2137577},

year  = {2022},

date = {2022-10-01},

journal = {Tourism Planning & Development (Formerly Tourism and Hospitality Planning and Development) },

volume = {20},

number = {2},

pages = {236-259},

abstract = {The COVID-19 pandemic has severely affected the tourism industry, with national lockdowns aimed at curbing the spread of the virus mandating travel restrictions and prohibiting events and gatherings. The shift to online video conferencing tools, which offer limited interactivity, has spurred the need to integrate augmented reality (AR) in various contexts, such as meetings, exhibitions, museums, and travel. This quantitative study examines visitors' perspectives on AR-based apps in tourism. It investigates the influence of three kinds of quality determinants, such as information quality, system quality, and service quality, on visitors' perspectives on AR apps. Their impact on visitor satisfaction ultimately triggers visitors to reuse AR-based mobile apps. The research makes a theoretical contribution to the literature on AR and the quality dimensions of mobile apps. We expect demand for AR-based apps to rapidly increase, as people continue to follow preventive measures even after COVID-19.},

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@article{sharma_3601,

title = {Does SMS advertising still have relevance to increase consumer purchase intention? A hybrid PLS-SEM-neural network modelling approach},

author = {Anshuman Sharma and Yogesh K. Dwivedi and Vikas ARYA and Muhammad Qutubuddin Siddiqui},

url = {http://dx.doi.org/10.1016/j.chb.2021.106919},

year  = {2021},

date = {2021-11-01},

journal = {Computers In Human Behavior},

volume = {124},

pages = {106919},

abstract = {SMS advertising perception has been found to have a significant influence over consumer purchase intention either directly or indirectly. However, there is a dearth of comprehensive studies, suggesting precursors of SMS advertising perception and the process by which it influences the purchase intention. This study concentrates on answering this particular question by developing a research model and empirically validating it, based on the stimulus-organism-response (SOR) framework. To evaluate and validate the results, the study adopted a two-stage, hybrid model using partial least square-structural equation modeling and neural network modeling. The findings suggest SMS advertising perception has a significant effect on purchase intention, mediated by advertising value and attitude toward SMS advertisement. The main contribution of this study is the introduction of a new higher-order construct, SMS advertising perception, for the first time in SMS advertising literature, and the validation of the transmittal effect of advertising value and attitude toward SMS advertising between SMS advertising perception and purchase intention. The study provides empirical evidence to support the SOR framework and helps to expand the scope of SMS advertising perception research and its effect on purchase intention. Additionally, it benefits marketers by fostering better decision-making to devise effective advertising campaigns using mobile-based SMS service commercials.},

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