nep-mkt New Economics Papers
on Marketing
Issue of 2011‒07‒27
twenty-two papers chosen by
Joao Carlos Correia Leitao
University of Beira Interior and Technical University of Lisbon

  1. Cause Related Marketing: Building the Corporate Image through Longterm Alliances with Non-profit Organisations By Demetriou, Marlen; Papasolomou, Ioanna
  2. Ethical Consumer Behaviour: Can Critical Incidents Make a Difference? By Farhangmehr, Minoo; Malheiro, Alexandra; Soares, Ana
  3. Understanding the role of attitude components in co-branding: an application to high-tech, luxury co-branded products By Nora Lado; Fabrizio Cesaroni; Alberto Maydeu Olivares; Chiang Ho Han
  4. Examining the Technology Acceptance Model in the Adoption of Social Ne tworks By Pinho, José Carlos; Soares, Ana Maria
  5. The Problems of Creating the State Brand "Russian Nation" as a Tool of Socio-Political Marketing By Naumov, Sergey
  6. Generating global brand equity through corporate social responsibility to key stakeholders By Anna Torres; Tammo H. A. Bijmolt; Josep A. Tribó
  7. An Analysis and List of Concepts of Social Marketing, Social Responsibility and Cause Related Marketing By Alves, Helena; Goncalves, Paulo
  8. The Effect of the Consumption of the Cultural Services on the Quality of Life By Ercsey, Ida
  9. Corporate Social Responsibility on the International Area. Present Developments in Romania and Bulgaria By Matei, Ani; Tuca, Mihaela
  10. Stages in the Historical Evolution and the Concept of Public Sector Marketing: Reflections on Developments By Alves, Helena; Stepanova, Alexandra; Vázquez Burguete, José Luis
  11. Social Marketing to Extinguish Fire-Setting Behaviour By Davies, Fiona; Newcombe, Robert; Peattie, Ken; Peattie, Sue; Vasquez, Diego
  12. Internal and External Dimensions of Spanish Undergraduates' Attitudes Towards CSR Practices By Burguete, José Luis Vázquez
  13. University Promotion-Key Factor of the Use of Marketing Strategies, in the Context of Improving the Romanian Higher Education. Case Study By Nicolescu, Cristina
  14. Social Marketing: A Panacea for Adolescent Female Smoking? By Griffin, Barry; Murphy, Maurice
  15. Consommer des produits alimentaires locaux : comment et pourquoi ? By Aurelie Merle; Piotrowski Mathilde
  16. Commitment to the community as a dimension of CSR: A Descriptive Overview of the Business Practices in Uruguay By Licandro, Oscar Daniel; Sabath, Juanita; Yapor, Stefanía
  17. Community Blogs and Marketing Education: Assessing Students' Perceptio n By Duarte, Paulo
  18. CSR: consistency between discourse and practice of businessmen and man agers By Licandro, Oscar Daniel; Ramagli, Alberto González; Sabah, Juanita
  19. The Relationship Between Self-Concept, Self-Efficacy, Emotional State, Weight Perception and Food Choice Within Generation Y: Implications for Social Marketers By Preez, Du; Rensburg, Janse Van; Terblanche-Smit, Marlize
  20. The Use of Positive and Negative Appeals in Social Marketing: A Research Proposal on History of European HIV Prevention ADS By Casais, Beatriz; Proença, João F
  21. Evaluation of Nonprofit Organizations. Application of General Marketing Concepts By Acebrón, Laurentino Bello; García, Marta Rey; González, Luis Ignacio Álvarez
  22. Development Cooperation in the Field of Savings Banks' Corporate Social Responsability By Amaro, Víctor Valero; Casquet, Clementina Galera; Ladero, María de las Mercedes Galán; Méndez, María Jesús Barroso

  1. By: Demetriou, Marlen; Papasolomou, Ioanna
    Abstract: Corporations have long realised the benefits of Corporate Social Responsibility (CSR), particularly the Cause Related Marketing (CRM) and many have adopted CRM as a marketing tool for achieving their marketing objectives by demonstrating a commitment to improve the quality of life in the communities in which they operate. However, CRM proves to be a more successful tool for increasing the brand recognition when corporations develop long term alliances with non-profit organisations. This research offers a longitudinal comparative analysis of companies using CSR and points towards the effect CRM, coupled with alliances with non-profit organisations, has on corporate image of Cypriot businesses. The research methodology focuses primarily on surveys in 2004, 2007 and 2009/10 and personal interviews with the marketing managers of two companies using CRM in Cyprus. This research indicates that the majority of consumers recognize CSR efforts in those corporations which have established long term alliances with non-profit organizations.
    Keywords: Cyprus; Branding; Corporate Image; Non- Profit Organizations; Cause Related Marketing (CRM); Corporate Social Responsibility (CSR)
    Date: 2011
  2. By: Farhangmehr, Minoo; Malheiro, Alexandra; Soares, Ana
    Abstract: The last two decades have been fruitful in the development of research into ethical consumer behaviour. Notwithstanding this growing interest, the majority of studies focuses on measuring consumers' ethical attitudes and beliefs, neglecting the understanding of actual behaviour. This investigation aims at a deeper understanding of ethical consumer behaviour. A qualitative approach, based on 20 interviews with Portuguese consumers was undertaken. Results reveal a typology of consumption issues identified by consumers as having a moral and social nature. Furthermore, results highlight that different critical episodes may impact ethical consumer behaviour.
    Keywords: Consumer Behaviour; Social Responsibility; Ethics
    Date: 2011
  3. By: Nora Lado; Fabrizio Cesaroni; Alberto Maydeu Olivares; Chiang Ho Han
    Abstract: This study addresses co-branding between firms belonging to unrelated value chains –high-tech products and luxury brands (HLCPs) – to explore how consumers? attitude drive the success of HLCPs. The study applies the tri-component attitude model (as opposed to attitude as a whole) that uses affect and cognition to predict purchase intention of co-branded products. Cultural differences (Spanish and Taiwanese) in consumers? behavior are also assessed. Data collected in a survey show that Spanish and Taiwanese consumers adopt different purchasing processes: while Spanish consumers place more importance on product-related thoughts and follow a Feel-Learn-Do sequence in purchasing HLCPs, Taiwanese consumers follow a Learn-Feel-Do purchasing process.
    Keywords: Co-branding, Attitude, Affect/cognition, High-tech, Luxury, Cross-cultural
    Date: 2011–07
  4. By: Pinho, José Carlos; Soares, Ana Maria
    Abstract: Social networks allow users to build their own webpage and share information with other internet users. In the last years, multi-purpose social networks have appeared and been eagerly adopted by consumers and companies for multiple social, communication and marketing purposes. We focus on the determinants of adoption behavior of social networks. Notably, we examine the Technology Acceptance Model (TAM), a model specifically developed to explain adoption of information technologies, and test whether it can be used to explain consumers' use of Social Networks. Our results support the model and confirm that Perceived Usefulness and Perceived Ease of Use impact the attitude towards using Social Networks, leading to Intention to Use these tools.
    Keywords: attitudes and behavioural intention; beliefs; Technology Acceptance Model (TAM); Social Networks
    Date: 2011
  5. By: Naumov, Sergey
    Abstract: Investigation of the new innovative regulatory instruments of social and political marketing aimed at encouragement of social initiative becomes topical in the context of modernization in the Russian Federation. The brands created by the state are among the tools that are targeted at promotion of socio-political interests. The branding of the ‘Russian Nation' in the form of the common civic identity meets a number of obstacles. The study analyses the ethnic background of the Russian Federation and how it determines adoption of the brand ‘Russian' Nation' by various population groups.
    Keywords: Mass Consciousness; National Identity; Ethnic Communities; Socio-Political Brands
    Date: 2011
  6. By: Anna Torres; Tammo H. A. Bijmolt; Josep A. Tribó
    Abstract: In this paper we argue that socially responsible policies have positive short-term and long-term impact on equity of global brands. We find that corporate social responsibility towards all stakeholders, whether primary (customers, shareholders, employees and suppliers) or secondary (community), have positive effects on brand equity value, where the secondary stakeholders are even more important than primary stakeholders. In addition, policies aimed at satisfying community interests act as a mechanism to reinforce trust that gives further credibility to social responsible polices with other stakeholders. The result is a decrease in conflicts among stakeholders and greater stakeholder willingness to provide intangible resources that enhance brand equity. We provide support of our theoretical contentions using a panel data composed of 57 global brands, originating from 10 countries (USA, Japan, South Korea, France, the UK, Italy, Germany, Finland, Switzerland and the Netherlands) for the period 2002 to 2007. We use detailed information on brand equity obtained from Interbrand and on corporate social responsibility provided by the Sustainalytics Global Profile (SGB) database, as compiled by Sustainalytics.
    Keywords: Global brands, Brand equity, Corporate Social Responsibility, Stakeholders
    Date: 2010–09
  7. By: Alves, Helena; Goncalves, Paulo
    Abstract: The social marketing, social responsibility and cause related marketing are emerging areas of research in marketing, and also represent important tools for business management and social. The objectives of this work is to analyze and interrelate these concepts, fundamental for a better understanding on the formation of a more responsible society and causes. We conclude that a multidisciplinary approach and the interconnection of these concepts, can create a competitive advantage, increase awareness and capacity of the organization for the training of social benefits, and enhance the use of a marketing tool, with a social and market ori entation.
    Keywords: Social Development; Management and Social Innovation; Cause Related Marketing; Social Responsibility; Social Marketing
    Date: 2011
  8. By: Ercsey, Ida
    Abstract: The objective of this article is to explore how the cultural participation influences on the evaluation of the consumers' quality of life. First, we study the concept of the quality of life comparing two approaches to the evaluation of the individual subjective well-being. We carried out a qualitative study six mini-focus group interviews were conducted among adult consumers in a Hungarian Region. Based on our results we explored the main components of the quality of life by subjective evaluation. The consumers make their perception to the culture on several ranges, and stages. Finally, we give the frame to the quantitative research.
    Keywords: focus group interview; cultural services; well being; quality of life
    Date: 2011
  9. By: Matei, Ani; Tuca, Mihaela
    Abstract: Corporate Social Responsibility is no longer an object of novelty in literature or the business sector. The practices in this matter have became a new area of activity expansion and a new way that companies use to strengthen their image, consumer appreciation and even employees motivation. The present paper proposes an analyses of the literature, a comparative study and a summary of the international organizations view on the matter.
    Keywords: Country report; Theory Development; Corporate Social Responsibility (C SR)
    Date: 2011
  10. By: Alves, Helena; Stepanova, Alexandra; Vázquez Burguete, José Luis
    Abstract: Prior to properly considering the analysis of any phenomenon or circumstance it is worthwhile to determine it from a conceptual and historical view. This is a reality in case of Marketing, a number of authors focusing their efforts on the delimitation and analysis of the stages in the historical development of the discipline as well as on the evolution of the marketing concept. However, the situation is not so clear in case of some marketing specific branches, as public sector marketing. In this paper, we present an overview on the stages in the historical evolution of public and social dimensions of marketing as well as a review on literature looking for a concept of public sector marketing. Different approaches (sometimes even contradictory positions) and lack of a "formal" agreed definition are concluded.
    Keywords: public sector marketing historical evolution; public sector marketing concept; theoretical developments; marketing historical evolution; Marketing c oncept
    Date: 2011
  11. By: Davies, Fiona; Newcombe, Robert; Peattie, Ken; Peattie, Sue; Vasquez, Diego
    Abstract: This paper presents a case study of a social marketing intervention, developed as an action research project, which applied marketing principles and practices to the public policy challenge of reducing the incidence of deliberate countryside fire-setting in certain communities. This represented an interesting and challenging application of social marketing because it involves an illegal anti-social behaviour, the target ‘customers' for the campaign are largely unknown and difficult to reach, the direct benefits of the behaviour change will accrue to the community rather than the target ‘customer', and the behaviour in question had become an ingrained multi-generational ‘tradition' and social norm within the communities involved. This paper tracks the scoping, development, implementation and evaluation of the social marketing intervention. The campaign's success could have implications for tackling other forms of anti-social youth behaviour and for protecting communities at risk of wild-fires worldw ide.
    Keywords: youth marketing; anti-social behaviour; Social marketing
    Date: 2011
  12. By: Burguete, José Luis Vázquez
    Abstract: The principal aim of this study is to analyze the internal and external Corporate Social Responsibility (CSR) functions attributed by university students to enterprises in their habitual economic activity, just as the influence of academic background in such subjective perceptions. Self-reported data was collected through a structured questionnaire from a total sample of 400 Spanish undergraduates. Descriptive and multivariate analysis revealed a generalized awareness of the relevance of socially responsible criteria, particularly when concerned to relationships with employees and consumers. Moreover, students in Experimental and Technical fields showed higher expectations of enterprises' social responsibilities than those within Social, Health and Humanities.
    Keywords: academic background; higher education; European policy; undergraduates' expectations; Corporate social responsibility
    Date: 2011
  13. By: Nicolescu, Cristina
    Abstract: The paper at hand is a continuation of the work in progress presented at 9th International Congress of the International Association on Public and Nonprofit Marketing 2010, whose scientific approach is aimed at the use of promotion, as instrument of the marketing mix, triggered by the interest to analyze the ability of Romanian higher education to use the marketing strategies, as strategies of boosting their competitive advantage. The research final conclusions highlight, however, an incipient crystallization of this ability, standing by the initial statement, according to which the Romanian higher education institutions have not yet reached the maturity level in using the marketing instruments, which calls for, in a fairly foreseeable future, the need to adjust their using manner.
    Keywords: promotion instruments; educational market; marketing mix; University p romotion
    Date: 2011
  14. By: Griffin, Barry; Murphy, Maurice
    Abstract: Initiation into smoking is largely a childhood phenomenon, with more than 75% of all smokers in Ireland starting smoking before they reach the age of 18. Focus groups were conducted, where teenage girls were shown various anti-smoking advertisements and cigarette packages containing anti-smoking pictures on packets. Interviews were also held with leading social marketers and anti-tobacco campaigners. Results indicate that physical threat appeals are more effective than social threat appeals as a smoking deterrent. Anti-smoking advertisements should contain physical threat appeals which deal with the physical, visual, cosmetic appearance of the smoker as a result of smoking. Packaging images should reflect this fear of physical disfigurement as a result of smoking, in an integrated marketing communications method.
    Keywords: Packaging; Fear Appeals; Adolescent Female Smoking; Social Marketing
    Date: 2011
  15. By: Aurelie Merle (MKT - Marketing - Grenoble Ecole de Management); Piotrowski Mathilde (CoActis - Université Jean Monnet - Saint-Etienne : EA4161)
    Abstract: Cet article apporte un éclairage sur la consommation alimentaire de produits locaux, qui serait privilégiée par 83% des français en 2010. Après avoir défini le concept, la perspective consommateur et les stratégies développées pour se positionner sur ce marché sont abordées autour de quatre motivations : la réduction des risques sanitaires, la redécouverte des saveurs, la volonté de consommer responsable et la recherche de lien social. L'analyse s'appuie notamment sur une étude qualitative menée auprès de 52 acheteurs de produits locaux dans différents circuits. Au final, l'accent est mis sur trois enseignements managériaux clés.
    Keywords: Consommation alimentaire locale, produits locaux, circuits courts, marketing agroalimentaire, lien producteur-consommateur
    Date: 2011–07–11
  16. By: Licandro, Oscar Daniel; Sabath, Juanita; Yapor, Stefanía
    Abstract: This paper presents a descriptive overview of the management actions for the benefit of the Community, carried out by companies belonging to business organizations that promote CSR in Uruguay. In the first place the paper contains an analysis of the documentation provided by this kind of organizations and some of their suggested criteria towards an adequate management in social action are extracted from there. Then, the document shows the results on an empirical research based on a self - administrated survey which was addressed to the managers who are responsible for the social actions in those companies.
    Keywords: Civil Society Organizations; Social Proyect; Corporate Social Action; Commitment to the Community; Corporate Social Responsibility
    Date: 2011
  17. By: Duarte, Paulo
    Abstract: Weblogs or just blogs are increasingly used in higher education. Several studies suggest that blogs can be a great way to share knowledge, improve learning and interactivity, but the review of the literature revealed that blogging remains the object of inconsistent and mixed research findings. The purpose of this study is to review the potential of blogs as complementary learning spaces in higher education and present the five-years' experience of Bimarketing group blog to assist traditional teaching activities. The results show that students find blogging a useful learning tool, and that blogs can effectively be used to support learning activities for longer than one semester. However, instructors must be prepared to find ways to motivate students to keep participating, since the sense of community was not as strong as expected. The findings are important both theoretically and practically as they provide a framework and a benchmark against which other blogging experiences can be gauged.
    Keywords: higher education; marketing; teaching; learning; blogging; blogs
    Date: 2011
  18. By: Licandro, Oscar Daniel; Ramagli, Alberto González; Sabah, Juanita
    Abstract: This paper addresses the analysis of the relationship between the discourse of businessmen and managers on the progress that their companies have reached in CSR and the progress actually achieved. It starts with a review of the literature on CSR, from which it follows that there is a different approach to this topic in the academia and in the business field. While the first abounds in conceptual differences and models, the latter has achieved important agreements expressed in standard ISO 26000. Due to this fact, it was chosen to study the incorporation of CSR practices in companies in Uruguay, using a conceptual framework based on five dimensions of CSR, similar to what is implicit in the definitions of ISO 26000. The investigation was based on a survey applied to a universe of companies actively involved in the two main organizations that promote CSR in U ruguay.
    Keywords: Value Chain; Environmental Responsibility; Corporate Governance; Ethics; Commitment to Community; Corporate Social Responsibility
    Date: 2011
  19. By: Preez, Du; Rensburg, Janse Van; Terblanche-Smit, Marlize
    Abstract: Social marketers play a pivotal role in influencing consumer's food choices, which ultimately contribute to healthier societies. In 2005, approximately 1.6 billion people worldwide, and 50% of the South African population, were classified as overweight. These numbers are escalating together with health related illnesses. The aim of this study was to investigate the relationship between self-concept, self-efficacy, emotional state, weight perception and food choice within Generation Y, a coveted consumer segment, regarded as trendsetters and early-adopters. An ex post facto research design and a self-administered questionnaire were utilized. The main findings include significant relationships between emotional state and food choice as well as weight perception and self-concept. The significance of this study lies in the expansion of knowledge regarding food choice behaviour of Generation Y and recommendations made to social marketers based on relationships found.
    Keywords: Generation Y; self-efficacy; food choice; weight perception; emotional state; Self-concept
    Date: 2011
  20. By: Casais, Beatriz; Proença, João F
    Abstract: Findings on the effectiveness of positive and negative appeals in social marketing are contradictory. This research proposal focuses on the three-decade historical use of positive and negative appeals in European HIV prevention social marketing ads in order to understand when, how and why these appeals have been used. This information is important for social marketers understanding of the role of both approaches and how they may be used most effectiv ely
    Keywords: Historical Research; Positive Appeals; Fear Appeals; Social Marketing
    Date: 2011
  21. By: Acebrón, Laurentino Bello; García, Marta Rey; González, Luis Ignacio Álvarez
    Abstract: Nonprofit organizations have increasingly demanded ad hoc evaluation methodologies during the last decade in order to assess and improve their performance and impact. In this sense, the purpose of this paper is double. First, to demonstrate that the application of general marketing concepts to nonprofit organizations has still a strong potential in the specific field of measurement and evaluation of the social capital created by nonprofits. Second, the paper outlines and proposes a marketing-based and market-oriented conceptual model and methodological approach for evaluating the performance and impact of nonprofit organizations.
    Keywords: nonprofit organizations; marketing; Performance and impact evaluation
    Date: 2011
  22. By: Amaro, Víctor Valero; Casquet, Clementina Galera; Ladero, María de las Mercedes Galán; Méndez, María Jesús Barroso
    Abstract: The aim of this study is to analyze the current situation of Development Cooperation in the field of Spanish savings banks' Social Work, in order to assess their degree of involvement in a topic increasingly crucial for society and the general public. Findings of the exploratory study reflected a large increase in the aid from such entities to promote the development in underdeveloped countries. The role of Development Non-Governmental Organizations (DNGOs) in the design and implementation of such corporate social responsibility (CSR) programs is also highlighted. Because of their nature, they are very close to vulnerable groups, and they are powerful detectors of emerging social needs.
    Keywords: Development Non-Governmental Organizations (DNGOs); International Development Cooperation; Social Work; Corporate Social Responsibility (CSR); Savings Banks
    Date: 2011

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