South Asian Journal of Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Factors affecting the Brand Image of Yoga:Perceptions of Consumers and Instructors


Affiliations
1 FPM (Fellow Program in Management, Doctoral Level Program), MICA (formerly, Mudra Institute of Communications Ahmedabad), Shela, Ahmedabad 380058, Gujarat, India
2 Gujarat Co-operative Milk Marketing Federation (GCMMF) Ltd., Amul Dairy Road, Opposite Hotel Surabhi, Anand 388001, Gujarat, India
3 MICA (formerly, Mudra Institute of Communications Ahmedabad), Shela, Ahmedabad 380058, Gujarat, India
     

   Subscribe/Renew Journal


The extant literature demands greater insights and comprehension about brand image in terms of Yoga as a practice. This is specially so in the context of developing countries, such as India. Therefore, our research explores and develops a brand image of Yoga. This study was conducted primarily on the young individuals who are in the age of 18-30 years. India was chosen as the geography for this study as Yoga has been originated in the Indian Subcontinent. A qualitative approach was adopted for this study as the nature of the research questions are exploratory. A total of two studies were undertaken with 43 respondents: Focus Group Discussion and in-depth interviews, which helped to identify the key factors in terms of development of brand image of Yoga. This research found the elements included optimal reciprocity, enhanced contemporaneity and increased self-worth of the consumers and maximized engagement.

Keywords

Brand Image, India, Practice, Yoga, Young Adult.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38, pp. 102-120.

  • Aaker, D. A., & Biel, A. (1993). Brand Equity & Advertising: Advertising’s Role in Building Strong Brands. NY: Psychology Press.

  • Aghekyan-Simonian, M., Forsythe, S., Kwon, W. S., & Chattaraman, V. (2012).The role of product brand image and online store image on perceived risks and online purchase intentions for apparel.Journal of Retailing and Consumer Services, 19(3), 325-331.

  • Ahn, R., Ekinci, Y., & Li, G. (2013). Self-congruence, functional congruence, and destination choice. Journal of Business Research, 66, 719-723.

  • Askegaard, S., & Eckhardt, G. M. (2012). Glocal yoga: re-appropriation in the Indian consumptions cape, Marketing Theory, 12(1), 45-60.

  • ASSOCHAM. (2015). Boom time for yoga professionals in India-Abroad. ASSOCHAM India. Retrieved January 9, 2016, from ASSOCHAM India: http:/ /www.assocham.org/newsdetail.php?id=5030

  • Basch, C. E. (1987). Focus group interview: an underutilized research technique for improving theory and practice in health education. Health Education Quarterly, 14(4), 411-448.

  • BBC. (2015, June 21). India yoga: PM Narendra Modi leads thousands in celebration. BBC News - Asia - India. Retrieved November 15, 2015, from BBC:http://www.bbc.com/news/world-asia-india-33212949

  • Biel, A. L. (1992). How brand image drives brand equity. Journal of Advertising Research, 32(6), 6-12.

  • Boyce, C., & Neale, P. (2006). Conducting in-depth interviews: A guide for designing and conducting in-depth interviews for evaluation input.

  • Buchanan, D. T., Landis, C. A., Hohensee, C., Guthrie, K. A., Otte, J. L., Paudel, M., Anderson, G. L., Caan, B., Freeman, E. W., Joffe, H., LaCroix, A. Z., Newton K. M., Reed S. D., & Ensrud, K. E. (2017). Effects of yoga and aerobic exercise on actigraphic sleep parameters in menopausal women with hot flashes. Journal of Clinical Sleep Medicine, 13(1), 11-18.

  • Butler-Kisber, L. (2010). Qualitative inquiry: Thematic, narrative and arts-informed perspectives. London, UK: Sage Publications Ltd.

  • Büssing, A., Michalsen, A., Khalsa, S. B. S., Telles, S., & Sherman, K. J. (2012). Effects of yoga on mental and physical health: a short summary of reviews. EvidenceBased Complementary and Alternative Medicine, 2012.

  • Carter, R. E., & Curry, D. J. (2013). Perceptions versus performance when managing extensions: New evidence about the role of fit between a parent brand and an extension. Journal of the Academy of Marketing Science, 41, 253-269.

  • Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124-139

  • Cox, H., Tilbrook, H., Aplin, J., Semlyen, A., Torgerson, D., & Trewhela A. (2010). A randomised controlled trial of yoga for the treatment of chronic low back pain: results of a pilot study. Complementary Therapies in Clinical Practice, 16(4), 187-193.

  • Cramer, H., Lauche, R., Haller, H., & Dobos, G, (2013). A systematic review and meta-analysis of yoga for low back pain. Clinical Journal of Pain, 29, 450-460.

  • Cretu, A. E., & Brodie, R. J. (2007). “The influence of brand image and company reputation where manufacturers market to small firms: a customer value perspective”. Industrial Marketing Management, 36(2), 230-240.

  • Creswell, J. W. (2007), Qualitative inquiry and research design, London, UK: Sage Publications Ltd.

  • De Carlo, M., Canali, S., Pritchard, A., & Morgan, N. (2009). Moving Milan towards Exp 2015: designing culture into a city brand. Journal of Place Management and Development, 2(1), 8-22. doi:http://dx.doi.org/10.1108/17538330910942762

  • Denscombe, M. (2007). The good research guide for small-scale social research projects (3rd ed.). New York, NY: McGraw-Hill.

  • Denzin, N. K. (2009). The research act: A theoretical introduction to sociological methods. New York, NY: Transaction Publishers.

  • De Michelis, E. (2005). A history of modern yoga: Patanjali and western esotericism. A&C Black.

  • Dobni, D., & Zinkhan, G. M. (1990). In search of brand Image: A foundation analysis. Advances in Consumer Research, 17(1), 110-119.

  • Doria, S., de Vuono, A., Sanlorenzo, R., Irtelli, F., & Mencacci, C. (2015). Antianxiety efficacy of Sudarshan Kriya Yoga in general anxiety disorder: a multi component, yoga based, breath intervention program for patients suffering from generalized anxiety disorder with or without comorbidities. Journal of Affect Disorder, 15, 310-317.

  • Farjam, S., & Hongyi, X. (2015). Reviewing the concept of brand equity and evaluating consumer-based brand equity (CBBE) models. International Journal of Management Science and Business Administration, 1(8), 14-29.

  • Farquharson, M., & Pruthi, S. (2015). Returnee entrepreneurs: Bridging network gaps in China after absence. South Asian Journal of Management, 22(2), 9-35.

  • Felver, J. C., Butzer, B., Olson, K. J., Smith, I. M., Khalsa, S. B.(2015). Yoga in public school improves adolescent mood and affect. Contemporary School Psychology, 19(3), 184-92.

  • Fish, A. (2006). The commodification and exchange of knowledge in the case of transnational commercial yoga. International Journal of Cultural Property, 189-206. doi:10.1017/S0940739106060127.

  • Felver, J. C., Butzer, B., Olson, K. J., Smith, I. M. and Khalsa, S. B. (2015). Yoga in public school improves adolescent mood and affect. Contemporary School Psychology, 19(3), 184-192.

  • Flyvbjerg, B. (2006). Five misunderstandings about case-study research. Qualitative Inquiry, 12(2), 219-245.

  • Foley, D., Ancoli-Israel, S., Britz, P., & Walsh, J. (2004). Sleep disturbances and chronic disease in older adults: results of the 2003 National Sleep Foundation Sleep in America Survey. Journal of Psychosomatic Research, 56(5), 497-502.

  • Fu, G., Saunders, J., & Qu, R. (2009). Brand extensions in emerging markets: Theory Development and testing in China. Journal of Global Marketing, 22(3), 217-228.

  • Gartner, W. B., & Birley, S. (2002). Introduction to the special issue on qualitative methods in entrepreneurship research. Journal of Business Venturing, 17, 387-395.

  • Gill, P., Stewart, K. Treasure, E., & Chadwick, B. (2008). Methods of data collection in qualitative research: Interviews and focus groups. British Dental Journal, 204, 291-295.

  • Grayson, K., Johnson, D., & Chen, D. R. (2008). Is firm trust essential in a trusted environment? How trust in the business context influences customers. Journal of Marketing Research, 45, 241-256.

  • Green, J., Draper, A., & Dowler, E. (2003). Short cuts to safety: risk and ‘rules of thumb’ in accounts of food choice. Health, Risk & Society, 5(1), 33-52.

  • Hoepfl, M. C. (1997). Choosing qualitative research: A primer for technology education researchers. Journal of Technology Education, 9(1), 47-63.

  • Hoge, E. A., Bui, E., Palitz, S. A., Schwarz, N. R., Owens, M. E., Johnston, J. M., & Simon, N.M. (2017). The effect of mindfulness meditation training on biological acute stress responses in generalized anxiety disorder. Psychiatry Research [In Press].

  • Hunter, S., Dhindsa, M. S., Cunningham, E., Tarumi, T., Alkatan, M., Nualnin, N, Elmenshawy, A., & Tanaka, H. (2017). The effect of Bikram yoga on endothelial function in young and middle-aged and older adults. Journal of Bodywork & Movement Therapies, 21(1), 30-34.

  • Irani, D. (2015, June 24). Can Indian brands own a larger piece of the multibillion dollar global yoga industry? The Economic Times. Retrieved from https:// economictimes.indiatimes.com/can-indian-brands-own-a-larger-piece-of-the-multi-billion-dollar-global-yoga-industry/articleshow/47783584.cms

  • Jain, A. R. (2014). Selling yoga: From counterculture to pop culture. New York, NY: Oxford University Press.

  • Jain, A. R. (2012). Branding yoga: The cases of Iyengar Yoga, Siddha Yoga and Anusara Yoga. Approaching Religion, 2(2), 3-17.

  • Jayanti, R. K. (2010). A netnographic exploration: Listening to online consumer conversations. Journal of Advertising Research, 50(2), 181-196.

  • Jensen, J. A., & Cobbs, J. (2014). Analyzing return-on-investment in sponsorship: modeling brand exposure, price and ROI in formula one automotive competition. Journal of Advertising Research, 54(4), 435-447.

  • Kaley-Isley, L., Peterson, J., Fischer, C., & Peterson, E. (2010) Yoga as a complete mentary therapy for children and adolescents: A guide for clinicians. Psychiatry, 7, 20-32.

  • Kumar, V., Jain, A., Zillur, R., & Jain, A. (2013). Marketing through spirituality: A case of Patanjali Yogpeeth. Procedia - Social and Behavioral Sciences, 41-490.

  • Low, G. S., & Lamb, Jr. C. W. (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management, 9(6), 350-370.

  • Mace, C., & Eggleston, B. (2016). Self-reported benefits and adverse outcomes of hot yoga participation. International Journal of Yoga Therapy, 26(1), 49-53.

  • Malhotra, N., & Dash, S. (2013). Future of research in marketing in emerging economies. Marketing Intelligence & Planning, 31(2)

  • Michelis, E. D. (2005). A history of modern yoga: Patanjali and western esotericism. London, UK: Continuum International Publishing Group Ltd.

  • Moran, S. (2006, December 28) Meditate on this: Yoga is big business. The New York Times. Retrieved from https://www.nytimes.com/2006/12/28/business/28sbiz.html

  • Morgan, D., & Krueger, R. (1993). When to use focus groups and why. In D. Morgan (Ed.), Successful Focus Groups: Advancing the State of the Art. Newbury Park, CA: Sage Publications Inc.

  • Nambi, G.S., Inbasekaran, D., Khuman, R., Devi, S., Shanmugananth., & Jagannathan, K. (2014). Changes in pain intensity and health related quality of life with Iyengar yoga in nonspecific chronic low back pain: a randomized controlled study. International Journal of Yoga, 7(1), 48-53.

  • Nandan, S. (2005). An exploration of the brand identity–brand image linkage: A communications perspective. Journal of Brand Management, 12, 264-278.

  • Newcombe, S. (2007). Stretching for Health and Well-Being: Yoga and Women in Britain, 1960-1980. Asian Medicine, 3(1), 37-63. doi:10.1163/157342107X207209.

  • Newman, B. L. (2010). A review in political marketing: lessons from recent presidential elections. American Journal of Marketing, 73, 217-226.

  • Oh, M. (2014). Three essays on consumer choices on food (Doctoral dissertation). Iowa State University, ProQuest Dissertations Publishing.

  • Onkvisit, S., & Shaw, J. J. (1989, Jan 18). Service marketing: Image, branding, and competition. Business Horizons, 32, 13-18.

  • Padgett, D., & Allen, D. (1997). Communicating experiences: A narrative approach to creating service brand image. Journal of Advertising, 26(4), 49-62.

  • Patton, M. Q. (2002). Qualitative evaluation and research methods. Thousand Oaks, CA: Sage Publications Inc.

  • Price, M., Spinazzola,J., Musicaro, R., Turner, J., Suvak, M., Emerson, D. & van der Kolk, B. (2017). The Journal of Alternative and Complementary Medicine, 23(4), 300-309.

  • Ross, A., & Thomas, S. (2010). The health benefits of yoga and exercise: A review of comparison studies. Journal of Alternative Complementary Medicine, 16, 3-12.

  • Sahin, A., Zehir, C., & Kitapçi, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty: An empirical research on global brands, Paper presented at the 7th International Strategic Management Conference, Paris.

  • Salinas, E. M., & Pérez, J. M. P. (2009). Modelling the brand extensions’ influence on brand image. Journal of Business Research, 62(1), 50-60.

  • Shankar, V., Azar, P., & Fuller, M. (2008). Practice Prize Paper—BRAN* EQT: A multi-category brand equity model and its application at Allstate. Marketing Science, 27(4), 567-584.

  • Sherman K. J., Cherkin D. C., Cook A. J., Hawkes R. J., Deyo R. A., & Wellman R. (2010). Comparison of yoga versus stretching for chronic low back pain: protocol for the Yoga Exercise Selfcare (YES) trial. Trials, 11(1), 36.

  • Singh, K. (2015). Creating your own qualitative research approach: Selecting, integrating and operationalizing philosophy, methodology and methods. Vision: The Journal of Business Perspective, 19(2), 132-146.

  • Singh, J. P. (2015). Healthcare tourism in India: Opportunity and challenges. Asian Journal of Multidimensional Research, 4(3), 28-30.

  • Singleton, M. (2010). Yoga body: The origins of modern posture practice. Oxford, UK; Oxford University Press.

  • Torres, A., & Bijmolt, T. H. A. (2009). Assessing brand image through communalities and asymmetries in brand-to-attribute and attribute-to-brand associations. European Journal of Operational Research, 195(2), 628-640.

  • United Nations. (2015). Resolution adopted by the General Assembly on 11 December 2014: International Day of Yoga (Resolution No. A/RES/69/131). New York, NY: United Nations General Assembly.Retrieved November 14, 2015, from http://undocs.org/A/RES/69/131.

  • Vaisey, S. (2014). The “attitudinal fallacy” is a fallacy: Why we need many methods to study culture. Sociological Methods & Research. 43(2), 227-231

  • Volkner, F., Sattler, H. & Kaufmann, G. (2008). Image feedback effects of brand extensions: Evidence from a longitudinal field study, Marketing Letters, 19(2), 109-124.

  • Wamboldt, M.Z., Kennedy, H., Fury, M and Palmer, C. (2017). Group yoga therapy impacts mood states of adolescents in a psychiatric hospital setting. Journal of Yoga and Physical Therapy, 7(1), 1-5.

  • Wattamwar, R. B., & Nadkarni, K. (2013). Effect of conventional occupational therapy and yoga in chronic low back pain. Indian Journal of Occupational Therapy, 45(3), 13-20.

  • Yin, R. K. (2003). Case study research: Design and methods (3rd ed.). Thousand Oaks, CA: Sage Publications Inc.

  • Yoga Journal. (2012). New study finds more than 20 million yogis in U.S. Yoga Journal. Retrieved November 15, 2015, from http://www.yogajournal.com/uncategorized/new-study finds-20-million-yogis-u-s/


Abstract Views: 160

PDF Views: 0




  • Factors affecting the Brand Image of Yoga:Perceptions of Consumers and Instructors

Abstract Views: 160  |  PDF Views: 0

Authors

Varsha Jain
FPM (Fellow Program in Management, Doctoral Level Program), MICA (formerly, Mudra Institute of Communications Ahmedabad), Shela, Ahmedabad 380058, Gujarat, India
Hardeek S. Shah
Gujarat Co-operative Milk Marketing Federation (GCMMF) Ltd., Amul Dairy Road, Opposite Hotel Surabhi, Anand 388001, Gujarat, India
B. E. Ganesh
MICA (formerly, Mudra Institute of Communications Ahmedabad), Shela, Ahmedabad 380058, Gujarat, India

Abstract


The extant literature demands greater insights and comprehension about brand image in terms of Yoga as a practice. This is specially so in the context of developing countries, such as India. Therefore, our research explores and develops a brand image of Yoga. This study was conducted primarily on the young individuals who are in the age of 18-30 years. India was chosen as the geography for this study as Yoga has been originated in the Indian Subcontinent. A qualitative approach was adopted for this study as the nature of the research questions are exploratory. A total of two studies were undertaken with 43 respondents: Focus Group Discussion and in-depth interviews, which helped to identify the key factors in terms of development of brand image of Yoga. This research found the elements included optimal reciprocity, enhanced contemporaneity and increased self-worth of the consumers and maximized engagement.

Keywords


Brand Image, India, Practice, Yoga, Young Adult.

References