nep-mkt New Economics Papers
on Marketing
Issue of 2021‒11‒22
two papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. The impact of social marketing activities on the performance of non-profit organizations By Ladislav Vagner
  2. As long as you talk about me: The importance of family firm brands and the contingent role of family-firm identity By P. Rovelli; C. Benedetti; A. Fronzetti Colladon; A. De Massis

  1. By: Ladislav Vagner (University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics)
    Abstract: This research paper aims to point out the power of social marketing concerning its importance and use for non-profit organizations. It is essential to know what possibilities the organization has within its promotion but on the other hand, for the organization to become aware, it cannot do without a creative idea. The introduction describes the primary theoretical inputs to the issue. Subsequently, keywords from selected journals dealing with non-profit organizations are analyzed to identify areas of marketing. A survey of random population growth was also carried out. The database from the questionnaire was analyzed by the method of stepwise regression analysis, based on which the strength of individual tools of social communication was identified. The Chi-Square Test was used to reveal significant relationships between the willingness to contribute to non-profit organizations and the use of particular social communication tools.
    Keywords: social marketing, non-profit, communication
    JEL: L31 M31 M30
    Date: 2021–10
  2. By: P. Rovelli; C. Benedetti; A. Fronzetti Colladon; A. De Massis
    Abstract: This study explores the role of external audiences in determining the importance of family firm brands and the relationship with firm performance. Drawing on text mining and social network analysis techniques, and considering the brand prevalence, diversity, and connectivity dimensions, we use the semantic brand score to measure the importance the media give to family firm brands. The analysis of a sample of 52,555 news articles published in 2017 about 63 Italian entrepreneurial families reveals that brand importance is positively associated with family firm revenues, and this relationship is stronger when there is identity match between the family and the firm. This study advances current literature by offering a rich and multifaceted perspective on how external audiences perceptions of the brand shape family firm performance.
    Date: 2021–10

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