Showing papers in "Journal of Marketing Communications in 2008"
TL;DR: In this article, the authors explored the apparent "Catch 22" of communicating Corporate Social Responsibility (CSR) and proposed two models that may help to explain how companies can best communicate about their CSR initiatives.
Abstract: This research explored the apparent ‘Catch 22’ of communicating Corporate Social Responsibility (CSR). Although companies are regularly encouraged to engage in CSR, they are simultaneously discouraged to communicate about this engagement. We contribute with two models that may help to explain how companies can best communicate about their CSR initiatives. Based on a reputation survey and two case studies of Danish corporate CSR frontrunners, first we develop an ‘inside‐out approach’ to suggest how managers can manage their CSR activities to achieve favourable CSR reputation in a ‘Catch 22’ context. Employees appear as a key component in building trustworthiness as CSR communication is shown to evolve when taking an ‘inside‐out approach’. Second, we develop a CSR communication model with two CSR communication processes targeting different stakeholder groups: ‘the expert CSR communication process’ and ‘the endorsed CSR communication process’. Integrating these models and processes may help companies strateg...
411 citations
TL;DR: In this paper, the effect of participation in a virtual community on consumer commitment was analyzed and the role of trust, satisfaction with previous interactions and communication in the member's intentions to participate in a VR community was analyzed.
Abstract: Virtual brand communities have become a powerful tool for marketers since these communities may help to understand consumer needs and to promote brand loyalty and involvement. In this respect, this work analyses the effect of participation in a virtual community on consumer commitment and tries to explore how consumers can be motivated in order to take part of a virtual community. To be precise, we analyse the role of trust, satisfaction with previous interactions and communication in the member's intentions to participate in a virtual community. The data (obtained through an online survey made to members of several virtual brand communities) show first that participation in a virtual community has a positive influence on consumer commitment to the brand around which the community is centred. Second, we found that trust in a virtual community had a positive and significant effect on members' participation in the virtual community activities and, finally, satisfaction with previous interactions and the lev...
319 citations
TL;DR: In this article, the authors consider the content of one type of such communications, the annual report, and look at how organisations are taking a focused stakeholder view of CSR rather than a wider view as would be expected from the ambiguity of definitions of the concept.
Abstract: The social responsibility of business has become a major issue in recent years and the reporting of such activity is becoming more prevalent. Companies are attuning to the benefits of being seen as socially responsibly and many industries are jumping on the bandwagon of reporting CSR and using different media to communicate their activities in this arena to their stakeholders. This paper considers the content of one type of such communications, the annual report, and looks at how organisations are taking a focused stakeholder view of CSR rather than a wider view as would be expected from the ambiguity of definitions of the concept. Differences in reporting practices were found by an analysis of the annual and CSR reports of 28 FTSE4Good firms focusing on a variety of industries. Findings show that there is a significant difference between how organisations in different industries report on CSR consistent with a stakeholder view of CSR, and that this reporting follows for the most part the expectations of ...
254 citations
TL;DR: In this paper, the authors test the persuasiveness of visual metaphors in advertising and find that visual metaphors may be more persuasive due to both visual argumentation and metaphorical rhetoric.
Abstract: The purpose of this study is to test the persuasive effects of visual metaphors in advertising. Advertisements containing visual metaphors deliver persuasive arguments in visual modality and metaphorical style of rhetoric, both of which may increase the persuasiveness of messages. The study has three message conditions that are advertisements containing (a) non‐metaphorical (literal) visual image with verbal argument; (b) metaphorical visual image with verbal argument; and (c) metaphorical image without accompanying verbal argument. Cognitive elaboration, source credibility, ad attitude, brand attitude, product belief, and purchase intention are considered as outcomes. The study results suggest that visual metaphors may be more persuasive due to both visual argumentation and metaphorical rhetoric. The theoretical explanations and managerial implications of the findings of this study are further discussed.
159 citations
TL;DR: In this article, the authors explored how personal and situational factors impact consumer expectations of Corporate Social Responsibility (CSR) and found that consumers generally have high expectations of CSR, especially in the legal and ethical-philanthropic domains.
Abstract: This paper explores how personal and situational factors impact consumer expectations of Corporate Social Responsibility (CSR). Consumer expectations are known to motivate marketers to incorporate social considerations into their marketing practices and to communicate about those actions. A study was conducted in order to examine the effect of values and issue involvement on consumer CSR expectations, categorised as economic, legal, ethical, and philanthropic. The study's findings demonstrated that consumers generally have high expectations of CSR, especially in the legal and ethical‐philanthropic domains. Expectations for the ethical‐philanthropic dimension of CSR are higher amongst consumers holding high self‐transcendent values and practicing high involvement. The main implications of the study are the potential for positioning companies as socially responsible and incorporating CSR in strategic marketing and communications decisions.
139 citations
Abstract: The aims of this introduction are to define the field of Corporate Social Responsibility communication, to emphasize the role of communicating CSR and briefly to describe different perspectives on CSR communication. In the second part, I review the papers in this special issue and stress the importance of different perspectives in CSR communication.
136 citations
TL;DR: Weaver et al. as discussed by the authors conducted a longitudinal study to assess the representation of CSR activities on Canadian companies' websites and found that companies that are more successful indicate more CSR activity on their websites; this effect is driven primarily by internal CSR.
Abstract: This research undertakes a longitudinal study to assess the representation of CSR activities on Canadian companies' websites. A systematic sample of the websites of 159 companies from Canada's top 1000 was assessed in 2003 and 2006. Results reveal that only 27% expressed some form of CSR activity in 2003, compared to 67% in 2006. Based on a frame from Weaver, Trevino, and Cochran (1999a), CSR activities are categorized as external or internal. A strong increase in internal CSR activities is evident. Companies that are more successful indicate more CSR activity on their websites; this effect is driven primarily by internal CSR. Implications are discussed.
131 citations
TL;DR: In this article, the concept of voluntary simplicity is taken as a starting point to investigate consumers' use of information sources when making purchases of sustainable technological products and services, with a view to increasing the uptake of sustainable domestic technologies such as energy efficient fridges and washing machines over more grey alternatives.
Abstract: The concept of voluntary simplicity (VS) is taken as a starting point to investigate consumers' use of information sources when making purchases of sustainable technological products and services. Differences in information seeking and sources consulted and trusted are investigated with a view to increasing the uptake of sustainable domestic technologies such as energy efficient fridges and washing machines over more grey alternatives. Clear patterns both in sources used and the information seeking process were found between different groups of consumers and priorities for purchase were also identified. The results suggest different strategies for marketing sustainable technologies to these different consumer groups.
95 citations
TL;DR: In a case study of a not-for-profit, membership-based Australian professional football club, 1647 respondents reported their perceptions of team support, sponsor integrity and purchase intentions for the sponsor's products as discussed by the authors.
Abstract: This research assessed the influence of team support and perception of sponsors on the purchase intentions of sport consumers. In a case study of a not‐for‐profit, membership‐based Australian professional football club, 1647 respondents reported their perceptions of team support, sponsor integrity and purchase intentions for the sponsor's products. Results revealed that the key pathway to purchase intention is associated with fan passion and a perception of sponsor integrity. This implies that the best mechanism for sponsor return on investment comes in the form of activities to bolster both passion for the team and perceptions of sponsor integrity.
77 citations
TL;DR: This paper found that when disclosure occurred, agents were rated as more credible, CPs had fewer negative feelings about the agent's corporate affiliation, and CPs told more people about the brand being discussed.
Abstract: Prevailing views of organized word‐of‐mouth (WOM) marketing programs suggest that disclosing corporate affiliation reduces perceived credibility and hampers campaign effectiveness. To test this view we surveyed WOM marketing agents and their conversational partners (CP) after a WOM marketing episode. Results indicate that when disclosure occurred – defined as when the CP was aware they were talking with a person participating in an organized WOM marketing program – agents were rated as more credible, CPs had fewer negative feelings about the agent's corporate affiliation, and CPs told more people about the brand being discussed. These counter‐intuitive results can be explained in part by the existing personal relationship between the agent and CP and invite us to consider how personal relationships may moderate the impact and potential business advantages of disclosure in organized WOM marketing programs.
58 citations
TL;DR: This article found that intentional humor is often present in advertisements audience members complain about and that audiences are more offended by inherently offensive themes than anything else, and when an intentionally humorous advertisement offends, it is likely because it is a certain type of humor that frequently includes an inherently offensive theme.
Abstract: The use of humor in advertising has long been considered risky, partly due to its potential for causing offense. However, the conditions under which humor might be associated with offense in advertising had never been empirically explored, prior to the content analysis reported in this article. The findings of this study of consumer complaint adjudication reports, published by the Advertising Standards Authority of New Zealand, confirm that intentional humor is often present in advertisements audience members complain about. However, findings also suggest that audiences are (1) more offended by inherently offensive themes than anything else, and (2) when an intentionally humorous advertisement offends, it is likely because it is a certain type of humor that frequently includes an inherently offensive theme.
TL;DR: In this article, the significance of word of mouth in turbulent markets is assessed using a multiple case study approach, and it is found that more successful companies tended to use Word of mouth proactively, and that it is an effective marketing tool for turbulent environments.
Abstract: Word‐of‐mouth advertising involves activities to encourage consumers to talk about a product or company to friends and neighbours, setting in motion a chain of communication that could spread through a whole market. Each activity, itself small and relatively unimportant, could escalate through word of mouth to create strong, positive brand images and beliefs. A major characteristic of chaos theory, sensitive dependence on initial conditions (the butterfly effect) is at work in word of mouth. This paper reviews word of mouth literature from a chaos/complexity theory perspective. Using a multiple case study approach, the significance of word of mouth in turbulent markets is assessed. It was found that more successful companies tended to use word of mouth proactively, and that it is an effective marketing tool for turbulent environments. Furthermore, chaos theory is shown as a good lens through which to view word of mouth. This paper is important because word of mouth has had little attention from the academ...
TL;DR: In this paper, the attitude towards the advertisement (Aad) and the brand (Ab) and brand recall for disgust and non-disgust advertising appeals for a tour operator were studied in a sample of 244 Belgians.
Abstract: The attitude towards the advertisement (Aad) and the brand (Ab) and brand recall for disgust and non‐disgust advertising appeals for a tour operator were studied in a sample of 244 Belgians. Disgusting advertisements led to a significantly more negative Aad than non‐disgusting advertisements and did not lead to better brand recall. The negative reactions to disgust advertisements were especially outspoken for individuals with high affect intensity, high sensitivity to disgust and high product category involvement, whereas the difference with non‐disgust appeals was not significant for individuals low in affect intensity, sensitivity to disgust or product category involvement. Attitudes and recall were similar across demographic segments, and for a new and an existing brand. Results showed that Aad fully mediated the impact of disgust on Ab.
TL;DR: The authors examines the academic and practitioner-based literature and research on program evaluation and detects different priorities and approaches that may partly explain why the debate on acceptable and agreed evaluation methods continues, and proposes a research agenda to bridge the gap and move the debate forward.
Abstract: The current situation in public relations programme evaluation is neatly summarized by McCoy who commented that ‘probably the most common buzzwords in public relations in the last ten years have been evaluation and accountability’ (McCoy 2005, 3). This paper examines the academic and practitioner‐based literature and research on programme evaluation and it detects different priorities and approaches that may partly explain why the debate on acceptable and agreed evaluation methods continues. It analyses those differences and proposes a research agenda to bridge the gap and move the debate forward.
TL;DR: In this article, the authors present a study of how companies in New Zealand's electricity and gas retail sector communicate their Corporate Environmental Citizenship (CEC) on the World Wide Web, and investigate which environmental issues and stakeholder groups are given priority and how companies' attitudes to stakeholders and relationships with them.
Abstract: This paper presents a study of how companies in New Zealand's electricity and gas retail sector communicate their Corporate Environmental Citizenship (CEC) on the World Wide Web. The natural environment is the focal issue for analyzing the way these companies present their commitment to the community and society in general, for two reasons. First, concern for and management of the natural environment is one of the most important social issues facing corporations. Second, prior empirical studies of corporate communication of social responsibility initiatives have investigated the extent and content of these messages without focusing on a particular issue. A content analysis of the web pages of 18 companies in an environmentally sensitive industry was chosen to investigate which environmental issues and stakeholder groups are given priority and how companies' attitudes to stakeholders and relationships with them are described. The results demonstrate an instrumental reformist moral position underlying their...
TL;DR: Results demonstrate that controversial advertisement executions increase elaboration (i.e. the number of cognitive responses and ratings of elaborative processing) regardless of the level of product involvement, and a cross‐over interaction reveals that higher product involvement subjects better comprehend a controversial advertisement execution, but lower product involvementSubjectsBetter comprehend a non‐controversial advertisement execution.
Abstract: Previous explorations of the effect of controversial/shock appeals in advertising have been confounded by using different advertisements in controversial and non‐controversial execution conditions or by not controlling the influence of attitude toward the advertisement. Therefore, the experiment presented here seeks to determine the effect that a controversial advertisement execution has on elaborative processing and brand message comprehension when potential contaminating influences are held constant in the controversial and non‐controversial execution conditions. Results demonstrate that controversial advertisement executions increase elaboration (i.e. the number of cognitive responses and ratings of elaborative processing) regardless of the level of product involvement. A cross‐over interaction reveals that higher product involvement subjects better comprehend a controversial advertisement execution, but lower product involvement subjects better comprehend a non‐controversial advertisement execution. C...
TL;DR: In this article, the authors explore the theoretical and practical implications of the mirroring principle to an understanding of how best to identify and sustain service brands' values, through a focus on the web design aesthetics used in the web sites of small to large companies.
Abstract: This paper explores the theoretical and practical implications of the mirroring principle to an understanding of how best to identify and sustain service brands' values. It does this through a focus on the web design aesthetics used in the web sites of small to large companies, and a comparison of these aesthetics with the preferences of target users. Web design contributes to services branding and a finding of a tendency of the majority of websites to employ what may be termed a ‘male design aesthetic’, and for men and women to have a differential preference as between the male and female design aesthetic, leads to a discussion of the appropriateness of previous service branding models. These earlier models discuss the role of internal staff in developing service branding values but neglect to consider the dissonance that may exist between the values of internal staff and the values of external customers. The article argues that only where the values of internal staff are congruent with those of external customers is it appropriate to model brand values around the preferences of internal staff. In those other cases where the brand values of internal staff do not span the complete range of aesthetic choices available, questions need to be asked about how best these external values can be reflected in the marketing and design of services targeted at customers. There are implications here for recruitment, promotion and training that are not currently reflected in existing services branding models, and which therefore, serve as an important addition to the services branding model.
TL;DR: This paper found that consumers perceived the advertiser's motive as self-serving and perceived the advertisement as being more ambiguous than product advertisements, and that using strategically ambiguous "responsibility" messages may potentially negatively impact both the alcohol manufacturer's corporate credibility and consumer purchase intention.
Abstract: In response to social problems associated with alcohol consumption, several alcohol industry participants have produced ad campaigns urging consumers to use their products appropriately. Although many of these campaigns have directed consumers to use ‘moderation’ and/or ‘drink responsibly’, consumer interpretations of the messages has not been extensively researched. This study was undertaken to better understand how alcohol advertisements with socially responsible messages are discerned by consumers, and how this discernment may affect well‐known advertising outcomes. Results indicate that alcohol moderation advertisements are perceived as being more ambiguous than product advertisements and that consumer's may perceive the advertiser's motive as self‐serving. Together, these results suggest that using strategically ambiguous ‘responsibility’ messages may potentially negatively impact both the alcohol manufacturer's corporate credibility and consumer purchase intention.
TL;DR: The authors quantitatively investigated the role of context in advertising offensiveness and found that the combined impact of product type, executional style, media channel and audience make-up was measured.
Abstract: This study quantitatively investigates the role of context in advertising offensiveness. Specifically, the combined impact of product type, executional style, media channel and audience make‐up were measured. Results revealed variability within and across these elements suggesting that offensiveness is subject to contextual influences. Specifically, products influence perceptions primarily in traditional media, and in the use of nudity, religious references and violence. Interestingly, product identification was shown to temper perceptions of offense; respondents who were not informed of a specific product often found advertising scenarios more offensive than those who were exposed to either a condom, beer, or hand soap scenario. Findings also revealed that ‘other’ media generate the highest overall offense levels and that religious and political values influence perceptions of offense. Contrary to popular belief, nudity and sex were not perceived as offensive, per se. Rather, offensiveness depended large...
TL;DR: In this article, the authors surveyed 437 American teenagers who attend 11 high and middle schools in a Midwestern state to study the effects of teen socialization needs on Internet motivations.
Abstract: Teenagers between the ages of 15 and 19 make up approximately 17% of the world population. In the United States, there are 31 million teenagers representing the largest age segment of the American population since Baby Boomers. The significant impact made by teen consumption, demographics, lifestyle, and media usage on the American economy, as well as on the global market, has been increasingly drawing advertiser interest. This study surveyed 437 American teenagers who attend 11 high and middle schools in a Midwestern state. Findings provide insight on effects of teen socialization needs on Internet motivations. It also sheds light on the methods for effectively reaching segments of the teen audience for marketing communications that incorporate interactive media. Implications for market segmentation, marketing promotions, product selections, social engagement on the Internet, and website design are discussed.
TL;DR: In this article, the authors analyse the nature of Australian government advertising processes and develop a modified framework based on Wood's (1991) Corporate Social Performance model and Maignan and Ferrell's (2004) CSR principles.
Abstract: Corporate Social Responsibility (CSR) has emerged as a dominant theme guiding business practice. Governments have embraced this philosophy and legislated to encourage socially responsible business practice in its many forms. While governments' endorsement of CSR practice is expressed in policy, the successful integration into its own practice is not evidenced in the literature. Using a case research method, this paper analyses the nature of Australian government advertising processes, developing a modified framework founded on Wood's (1991) Corporate Social Performance model and Maignan and Ferrell's (2004) CSR principles. This research is important because it provides an application model for CSR practice and provides government with a decision-making vehicle for CSR. Keywords: Corporate Social Responsibility; advertising; government; accountability
TL;DR: In this paper, the influence of receptivity to advertising messages (RTAM) on desired shopping values and assesses whether this relationship is moderated by gender, age, and income of the consumers.
Abstract: Advertising designed around the ‘value’ notion represents a way to deal with widespread retail competition and knowledgeable, empowered consumers. This study empirically examines the influence of receptivity to advertising messages (RTAM) on desired shopping values and assesses whether this relationship is moderated by gender, age, and income. The structural model indicates that, compared to low‐RTAM shoppers, high‐RTAM shoppers tend to perceive each of the six value dimensions, (i.e. monetary cost saving, time cost saving, energy cost saving, post‐sale customer support, engaging store environment, and personal leisure experience) as more important in making a retail patronage decision. Further analysis shows that the links from RTAM to monetary cost saving and to post‐sale customer support are stronger for younger male shoppers. Another interesting finding is that the link from RTAM to monetary cost saving is stronger for high‐income shoppers whereas the link from RTAM to engaging store environment is st...
TL;DR: In this article, the authors explored the roles and functions of IMC in the Tasmanian Light Shipbuilding Network (TLSN) and found evidence of three distinct roles (IMC Champion, Government Lobbyist, and Network Ambassador) that together served to implement the IMC functions of gathering, analysing and disseminating key marketing information throughout the network of firms.
Abstract: As products and distribution channels become more homogenised, and competing on the basis of price more difficult, integrated marketing communications (IMC) has been identified as the ‘new frontier’ for effective differentiation. Research identifying roles and functions of IMC has primarily been focused on firms operating in the final consumer market. This research seeks to extend our understanding of the role and functions of IMC in business‐to‐business markets, with specific reference to an industry network. In order to achieve this, this paper explores the roles and functions (i.e. the associated organisation of IMC activities) adopted by the Tasmanian Light Shipbuilding Network (TLSN). In total, this research found evidence of three distinct roles (IMC Champion, Government Lobbyist, and Network Ambassador) that together served to implement the IMC functions of gathering, analysing and disseminating key marketing information throughout the network of firms. This research also presents an IMC framework ...