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on Marketing |
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Issue of 2011‒07‒21
five papers chosen by Joao Carlos Correia Leitao University of Beira Interior and Technical University of Lisbon |
| By: | Parguel, Béatrice; Benoît-Moreau, Florence; Larceneux, Fabrice |
| Abstract: | Of the many ethical corporate marketing practices, many firms use corporate social responsibility (CSR) communication to enhance their corporate image. Yet consumers, overwhelmed by these more or less well-founded CSR claims, often have trouble identifying truly responsible firms. This confusion encourages “greenwashing” and may make CSR initiatives less effective. On the basis of attribution theory, this study investigates the role of independent sustainability ratings on consumers’ responses to companies’ CSR communication. Experimental results indicate the negative effect of a poor sustainability rating for corporate brand evaluations in the case of CSR communication, because consumers infer less intrinsic motives by the brand. Sustainability ratings thus could act to deter “greenwashing” and encourage virtuous firms to persevere in their CSR practices. |
| Keywords: | attribution theory; CSR communication; sustainability ratings; ethical corporate marketing; |
| JEL: | M31 Q56 |
| Date: | 2011 |
| URL: | http://d.repec.org/n?u=RePEc:ner:dauphi:urn:hdl:123456789/4687&r=mkt |
| By: | Zahra Pourabedin; Sahimeh Hosseini; Amin Nourizadeh (University Technology Malaysia) |
| Abstract: | Nowadays, information technology has strong effect on tourism industry hence; heritage tourism which is one of the developing areas is not apart of it. Website evaluation study is one of the interesting areas among all researches have been done on internet usage in tourism industry. Considering the popularity of heritage attractions among tourists, developing a criteria for heritage tourism websites is vital. Due to in-depth interviews and review of related literatures, this study tries to propose a website evaluation framework for heritage tourism websites. The four criteria concluded are, Information content, marketing and value added activities, Information design and relationships |
| Keywords: | website design, destination marketing, heritage tourism |
| JEL: | M00 |
| Date: | 2011–06 |
| URL: | http://d.repec.org/n?u=RePEc:cms:1icm11:2011-048_125&r=mkt |
| By: | Nordin Abdul Jamil; Assoc. Prof. Dr. Nik Kamariah Nik Mat (Universiti Utara Malaysia) |
| Abstract: | Internet purchasing has been a growing phenomenon around the globe, especially among countries that have well-developed infrastructure for marketing activities over the Internet. Despite of the world internet potential, the growth of actual number of internet users who purchased online in Malaysia has been quite low, but it is gaining popularity Thus, our study intends to investigate the drivers of internet purchasing behavior in Malaysia based on the application of Theory of Planned Behavior (TPB). This study examines the relationships between attitude, subjective norms, and perceived behavioral control toward intention to purchase and actual internet purchasing. Data was collected from 290 internet users consisting of executives of private firms in Malaysia via questionnaires and analyzed using Structural Equation Modeling (SEM). The result of generated model conforms to goodness of fit and produces two direct significant impacts on actual online purchasing (purchase intention and attitude), thus supporting hypotheses H1 and H2. Finally, the generated model achieved SMC (R2) explaining 39.4 percent variance in actual online purchasing, and 11.0 percent variance on purchase intention. The findings are discussed in the context of internet purchasing behaviour in Malaysia |
| Keywords: | TPB, Actual online purchasing, Purchase intention, Attitude, Subjective Norms, Perceived Behavioural Control |
| JEL: | M00 |
| Date: | 2011–06 |
| URL: | http://d.repec.org/n?u=RePEc:cms:1icm11:2011-036_284&r=mkt |
| By: | Ahmed Audu Maiyaki (College of Business, Universiti Utara Malaysia); Dr. Sany Sanuri Mohd. Moktar (Quality Centre, Universiti Utara Malaysia) |
| Abstract: | The paper aims at exploring the data collected with regards to the above subject matter. Five hundred and fifty five sample size drawn from the Nigerian retail bank industry through multi-stage sampling design. Data screening and cleaning was performed in order to satisfy the assumptions of multivariate analysis. Consequently, the assessment of missing data, outliers, normality and multicollinearity were conducted. Furthermore, Exploratory Factor Analysis (EFA) was also conducted via Principal Component Analysis (PCA). All the analysis was done with the aid of Statistical Package for Social Science (SPSS) and Analysis of Moment Structures (AMOS) softwares. It was found that the data satisfy the requirements for multivariate analysis |
| Keywords: | consumer behavior, data screening, retail bank, Nigeria |
| JEL: | M00 |
| Date: | 2011–06 |
| URL: | http://d.repec.org/n?u=RePEc:cms:1icm11:2011-043_360&r=mkt |
| By: | Gordon, Brett R. (Columbia University); Hartmann, Wesley R. (Stanford University) |
| Abstract: | We estimate advertising effects in the context of presidential elections. This setting overcomes many data challenges in previous advertising studies, while arguably providing one of the most interesting empirical settings to study advertising's effects. The four-year presidential election cycle facilitates measurement in two ways. First, the gap between elections depreciates past advertising stocks such that large advertising investments are concentrated within relatively short periods. Second, the lack of political advertising between elections allows lagged advertising prices to serve as instruments that are safely independent of candidates' current advertising choices. To further aid estimation, the winner-take-all nature of the electoral college generates broad variation in advertising levels across states. We analyze the data using an aggregate discrete choice approach with extensive fixed effects at the party-market level to control for unobservable cross-sectional factors that might be correlated with advertising, outcomes, and instruments. The results indicate significant positive effects of advertising exposures for the 2000 and 2004 general elections. Advertising elasticities are smaller than are typical for branded goods, yet significant enough to shift election outcomes. For example, if advertising were set to zero and all other factors held constant, three states' electoral votes would have changed parties in 2000, leading to a different president. |
| Date: | 2011–06 |
| URL: | http://d.repec.org/n?u=RePEc:ecl:stabus:2080&r=mkt |