Article Per Year (5 Year)
p-Index From 2021 - 2026
0.817
P-Index
This Author published in this journals
All Journal Journal of the Community Development in Asia International Journal of Accounting & Finance in Asia Pasific Society
Sharma, Brahmmanand
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 4 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 4 Documents
Search

 1 
Greening Starbucks: Investigating the Relationship between Consumer Green Awareness and Purchase Intentions in Malaysia Lee, Jocelyne; Lim, Sheue Hui; Batul, Atiba; Sharma, Brahmmanand; Singh, Kavita; Khor, Winnie; Raveendran, Kamini Devi A/P; Kong, Mei Ching; Kooli, Syrine; Pradhan, Samarth; Kee, Daisy Mui Hung
Journal of The Community Development in Asia Vol 6, No 3 (2023): Journal of The Community Development in Asia (JCDA)
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v6i3.2500

Abstract

Starbucks, a prominent player in the F&B industry, has integrated sustainability into its marketing strategies. Starbucks encourages environmentally and socially responsible behavior among customers. This research examines the impact of green awareness on consumer purchase intention. A survey was conducted with 120 Starbucks consumers in Malaysia, and the data was analyzed using SPSS. The findings reveal that environmental concerns, green price awareness, and social influence positively influence purchase intention. However, the study finds no significant association between green brand image, green products, and purchase intention. This research provides valuable insights into consumer perception of green awareness and its influence on purchasing decisions. It underscores the importance of genuine environmental action alongside marketing tactics. The study emphasizes the industry's role in advancing sustainable development aligned with the SDGs.
Greening Starbucks: Investigating the Relationship between Consumer Green Awareness and Purchase Intentions in Malaysia Lee, Jocelyne; Lim, Sheue Hui; Batul, Atiba; Sharma, Brahmmanand; Singh, Kavita; Khor, Winnie; Raveendran, Kamini Devi A/P; Kong, Mei Ching; Kooli, Syrine; Pradhan, Samarth; Kee, Daisy Mui Hung
Journal of The Community Development in Asia Vol 6, No 3 (2023): September 2023
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v6i3.2500

Abstract

Starbucks, a prominent player in the FB industry, has integrated sustainability into its marketing strategies. Starbucks encourages environmentally and socially responsible behavior among customers. This research examines the impact of green awareness on consumer purchase intention. A survey was conducted with 120 Starbucks consumers in Malaysia, and the data was analyzed using SPSS. The findings reveal that environmental concerns, green price awareness, and social influence positively influence purchase intention. However, the study finds no significant association between green brand image, green products, and purchase intention. This research provides valuable insights into consumer perception of green awareness and its influence on purchasing decisions. It underscores the importance of genuine environmental action alongside marketing tactics. The study emphasizes the industry's role in advancing sustainable development aligned with the SDGs.
Membangun Budaya Etika Bisnis: Studi Kasus Nestlé Sin, Liem Gai; Rahim, Noor Fareen Abdul; Lin, Jocelyne Lee Jia; Sharma, Brahmmanand; Gulati, Chanda; Harmony Ghani, Hanis Zahira Binti; Ming, Gao; Yinuo, Guo; Mas Hassan, Hafisha Binti; Triana, Andra Aprillia Ayu; Pawar, Yogita; Tomar, Kamini; Mittal, Kritika
Society Vol 10 No 2 (2022): Society
Publisher : Laboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/society.v10i2.496

Abstract

Nestlé is one of the largest food companies in the world, with a presence in 191 countries and solid loyal customers. Nevertheless, a big organization like this cannot escape adverse ethical behavior in their company. Business ethics is the study of an organization’s corporate governance and initiatives related to corporate social responsibility. Businesses are morally obligated to give the public, stakeholders, customers, and the government the real worth of their money. Every firm engages in unethical practices for personal gain. This study aims to determine whether Nestlé will be able to survive in the long run if it is involved in unethical practices. Furthermore, this study intends to determine whether their involvement affects the customer’s purchase intention to buy their product. An online survey has been conducted to gather more information and provide evidence to support the conclusions. One hundred respondents from Malaysia, Indonesia, and India participated in this study. The analysis demonstrated that brand awareness, business ethics, and business ethics impact the intention of customers to buy Nestlé products. This study offers insightful information about how consumers view Nestlé, which could help them increase consumer trust in their brand.
TikTok Marketing and Impulse Buying Behavior Among Gen Z Consumers: A Case Study of SHEIN Malaysia Gadi, Paul Dung; Jian, Oh Zi; Sharma, Brahmmanand; Lee, Wei Xin Lee; Lee, Xuan Yee; Lee, Yun Qi; Lee, Zhi Wei; Sharma, Pawni; Shukla, Suraj; Kee, Daisy Mui Hung
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v9i1.4395

Abstract

This study investigates the impact of TikTok marketing campaigns on impulse purchasing among Generation Z Malaysian consumers, specifically the fast-fashion retailer SHEIN. It seeks to uncover which aspects of marketing, including influencer endorsement, entertainment value, scarcity signals, and personalized recommendation, have the greatest impact on impulse buying intention. A quantitative method was undertaken by conducting an online survey of 200 Gen Z consumers to gather behavioral data. Results reveal the significant push of impulse buying by TikTok marketing, driven foremost by emotional excitement and felt urgency generated by influencer credibility and time-limited deals. Entertainment and content genuineness were also revealed to boost consumers' confidence and interaction towards the brand. Implications are drawn that the interactive TikTok environment weakens consumers' cognitive inhibiting power, inviting spontaneous, emotionally driven buying decisions. Findings present useful lessons for marketers that short video is required to enhance interaction and sales rate, and draw attention to the importance of responsible marketing communication targeting youth digital consumers
Co-Authors Batul, Atiba Gadi, Paul Dung Gulati, Chanda Harmony Ghani, Hanis Zahira Binti Jian, Oh Zi Kee, Daisy Mui Hung Khor, Winnie Kong, Mei Ching Kooli, Syrine Lee, Jocelyne Lee, Wei Xin Lee Lee, Xuan Yee Lee, Yun Qi Lee, Zhi Wei Lim, Sheue Hui Lin, Jocelyne Lee Jia Mas Hassan, Hafisha Binti Ming, Gao Mittal, Kritika Pawar, Yogita Pradhan, Samarth Rahim, Noor Fareen Abdul Raveendran, Kamini Devi A/P Sharma, Pawni Shukla, Suraj Sin, Liem Gai Singh, Kavita Tomar, Kamini Triana, Andra Aprillia Ayu Yinuo, Guo