Showing papers in "Marketing Intelligence & Planning in 2016"

State of green marketing research over 25 years (1990-2014): Literature survey and classification

Abstract: Purpose – The purpose of this paper is to present a literature survey on, and classification for, green marketing research. Design/methodology/approach – Suitable keywords were used to search peer-reviewed journal articles published in marketing, business and management journals in duration 1990-2014. The articles identified were screened for titles, abstracts, keywords, frameworks, headings and sub-headings that resulted in 161 relevant articles. These articles were classified across thematic categories and their distribution was also presented for year of publication, publication outlets, location of authors, key contributing authors. Findings – The articles were classified across four thematic categories: eco-orientation, green marketing strategy, green marketing functions and green marketing consequences. It outlined the contribution of the earlier work under each theme, illustrated upon their implications for green marketing practice and research and provided directions for future research. Research ...

Exploring the integration of social media within integrated marketing communication frameworks: perspectives of services marketers

Abstract: Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales. Design/methodology/approach – Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement. Findings – The findings revealed that the unique characteristics of SM (such a...

eWOM, eReferral and gender in the virtual community

Abstract: Purpose – The purpose of this paper is to examine the influence of electronic referral (eReferral) marketing and electronic word-of-mouth (eWOM) on brand image and purchase intention, coupled with the moderating effect of gender in the relationship. Design/methodology/approach – Structural equation modeling was applied to examine the interplay between the proposed variables, using a random sample of 308 respondents in Cyprus. Findings – The empirical results suggest the following: eReferral does influence brand image, and the impact is significant with women only; eWOM influences brand image, and the impact is more significant with women than men; eWOM influences purchase intention, and the impact is the same for both genders; brand image influences purchase intention, and the impact is more significant with women than men. Research limitations/implications – Marketing managers can benefit from these competitive advantage tools. Brand image, awareness and sales volume can be increased by utilizing eWOM or...

Social media brand building strategies in B2B companies

Abstract: Purpose The purpose of this paper is to provide a unique overview of business-to-business (B2B) companies engagement with and strategic approach to use of social media in brand building. This research complements the much more extensive knowledge base regarding social media use in business-to-consumer (B2C) contexts. Design/methodology/approach Since social media marketing is a relatively new activity for B2B companies an interpretivist stance that is inductive in nature is adopted. Semi-structured interviews were conducted with marketing professionals involved in managing social media programmes in France, Ireland, the UK and the USA. Findings The study found that the level of enagement with social media marketing varied, as summarised in the B2B Social Media Engagement Taxonomy. Enhancing brand image, extending brand awareness and facilitating customer engagement were the most common social media objectives. There was no evidence to suggest that companies saw social media as heralding a paradigm shift in brand management and control of the kind discussed and experienced in B2C social media contexts. The B2B social media strategy framework is proposed; this identifies the following six components of a social media strategy: monitoring and listening, empowering and enagaging employees, creating compelling content, stimulating electronic word of mouth, evaluating and selecting channels, and enhacning brand presence through integrating social media. Originality/value The research contributes to the knowledge base associated with social media marketing by offering insights into and a framework summarising B2B social media strategy.

Capacity building for sustained competitive advantage: a conceptual framework

Abstract: Purpose – Capacity building is a crucial antecedent for socio-economic development. However, an enhanced capacity that is difficult to develop could quickly be eroded, because of rapid changes in competitive forces in industries and markets. Therefore, this paper intends to analyse the extant strategic management and relationship marketing (RM) literature that deal with competition. Eventually, the purpose of this paper is to develop an alternative route for capacity building process that could sustain competitive advantage in a market or industry, which encounters rapid changes in business competition. Design/methodology/approach – An inductive constructivist approach is followed to support arguments, in order to develop a synthesis from the relevant literature to reinforce the current understandings on capacity building and sustained competitive advantage. Findings – An influence of RM on strategic organisational dynamic capabilities (DCs) is recognised, which appears as significant to sustain DCs and s...

Customer lifetime value determination based on RFM model

Abstract: – One of the salient challenges in customer-oriented organizations is to recognize, segment and rank customers. Customer segmentation is usually based on customer lifetime value (CLV) measured by three purchase variables: “Recency,” “Frequency” and “Monetary.” However, due to the ambiguity of these variables, using deterministic approach is not appropriate. For tackling this matter, the purpose of this paper is to propose a new method of customer segmentation and ranking by combining fuzzy clustering (as a segmentation method) and fuzzy AHP (as a ranking method). , – First, customers are classified based on purchase variables using fuzzy c-means clustering algorithm. Second, the variables are weighed applying an optimized version of AHP method. Considering the derived weights and customer groups, this paper follows to ranks segments based on CLV. The developed methodology has been implemented for a large IT company in Iran. , – The results show a tremendous capability to the company to evaluate his customers by dividing them into nine ranked segments. The validity of clusters has been submitted. , – For researchers, this study provides a useful literature by combining FCM and an optimized version of fuzzy AHP in order to cover the limitations of previous methodologies. For organizations, this study clarifies the procedure of customer segmentation by which they can improve their marketing activities. , – Managers can consider the proposed CLV calculation methodology for selling the next best services/products to the group of customers that are more valuable, by calculating the entire lifetime value of the customers. , – This study contributes to the process of customer segmentation based on CLV, proposing a new method which covers the limitations of previous customer segmentation methods.

Place-based brand experience, place attachment and loyalty

Abstract: Purpose – The purpose of this paper is to explore: whether the experience of a winery visit may lead to a customer’s emotional attachment to the place where the winery is located; and whether this can lead to the establishment of long-lasting relationships and loyalty to the place. The context of the study is the wine region of Friuli Colli Orientali in the North East of Italy. Design/methodology/approach – Using a mixed-method approach, data from across the zone of Friuli Colli Orientali were obtained through a combination of interviews and a questionnaire survey. With responses from ten wine buyers in a series of interviews and 210 usable questionnaires, the authors test the study’s hypotheses to investigate the behaviors of wine clients. Findings – Findings show that a positive winery experience – consisting of relaxing, educational, entertaining, aesthetical and well-served tasting of good products – in a winery, develop both emotional attachment and subsequent loyalty to the place in which the winery...

Social media in medical and health care: opportunities and challenges

Abstract: Purpose The purpose of this paper is to outline and discuss the opportunities and challenges of using social media in medical and health care. Design/methodology/approach The paper is predicated on practical rationality and adopts a commentary approach from a professional standpoint that is supported by informed findings from the extant literature and publicly accessible sources of information (e.g. daily news and governmental reports) to deliver the objective of this paper. Findings The paper presents three prospects that social media can offer to medical and health care practices, namely, enhancement in participatory medicine, quality of care, and emergency management and preparedness. Several challenges and risks of social media use in medical and health care are also put forth, including defamation, privacy, accuracy of information, and blurring of professional boundaries. Originality/value The identified benefits should propel an increase in social media adoption to improve the delivery of medical and health care while the highlighted pitfalls can help practitioners to avoid inappropriate use of social media in medical and health care.

Consumers' beliefs about firm’s CSR initiatives and their purchase behaviour

Abstract: Purpose – The purpose of this paper is to investigate the relationships among corporate social responsibility (CSR) beliefs, support intentions and purchase behaviour of consumers. Although there is a rich stream of research reporting the relationship between CSR beliefs and support intentions, there is scant reporting on the mediating role of support intentions between CSR beliefs and purchase behaviour of consumers, hence presenting an opportunity to contribute to the marketing knowledge-base. Design/methodology/approach – This study employs a quantitative research design to test the relationships among CSR beliefs, support intentions and purchase behaviour. The associations among these three constructs are tested using Hayes Process tool which is a versatile computational tool for observed variable – mediation, moderation and conditional process modelling. Findings – The results provide support for the relationships among CSR beliefs, consumer support intentions and purchase behaviour. Of the four meas...

The dynamics of sport marketing

Abstract: Purpose – Sports marketing is a dynamic subject area linking academic research, marketing practitioners and public policy planners. This special issue of Marketing Intelligence and Planning focusses on “The Dynamics of Sports Marketing” by including a number of articles on this topic. The purpose of this paper is to discuss these issues by highlighting the growing area of sports marketing, sport entrepreneurship and sport management. Design/methodology/approach – Sports marketing contributes to the future of the global economy because of its linkage to other industries including manufacturing, tourism, education and technology. The role of marketing intelligence and planning for the sport sector is crucial for sport and related organizations as a way to drive the global economy and spur growth. In sport organizations, marketing consists of planning and forecasting for future demand. Findings – The findings of this introduction paper to the special journal issue highlight how it is interesting to see how s...

God blesses those who wear Prada: Exploring the impact of religiousness on attitudes toward luxury among the youth of Indonesia

Abstract: Purpose – The purpose of this paper is: to explore the impact of religiousness (i.e. intrinsic religiousness, extrinsic religiousness) on purchase intention of luxury brands, affective attitude, and self-presentation; and, to explore the mediating effect of affective and self-presentation attitudes towards luxury brand purchase intention. Design/methodology/approach – Data were derived using convenience sampling at three large universities (i.e. one public and two private universities) in Yogyakarta, Indonesia. Researchers hand-delivered approximately 600 questionnaires to students in classrooms and public spaces (e.g. canteens and lounge rooms) of the universities. However, of the 525 questionnaires returned, only 491 were usable thereby offering an overall response rate of 81 per cent. Findings – The study found that intrinsic religiousness was related positively to affective attitudes towards luxury brands while extrinsic religiousness was positively related to self-presentation attitudes. Affective at...

Antecedents, outcomes, and mediating role of internal reference prices in pay-what-you-want (PWYW) pricing

Abstract: Purpose – The purpose of this paper is to explore the mediating role of internal reference price (IRP) in a pay-what-you-want (PWYW) price setting. Specifically, it examines the effects of altruism, social desirability and price consciousness as the antecedents of IRP and consumers’ willingness to pay (WTP), future purchase intention and attitude toward the seller as the outcomes of IRP. Design/methodology/approach – The data for the study were collected from 272 respondents through a structured survey and analyzed through structural equation modeling technique using AMOS 22.0. Findings – Altruism and social desirability positively influence IRP whereas price consciousness influences IRP negatively. IRP mediates the effects of altruism, social desirability and price consciousness on WTP, future purchase intention and attitude toward the seller. Research limitations/implications – PWYW pricing strategy can help attract consumers with self-less characteristics or a desire to behave in a socially appropriate...

The concept of online corporate brand experience: an empirical assessment

Abstract: Purpose – The idea of providing superior brand experiences in the growing internet environment has received much research attention in recent years. The purpose of this paper is to empirically examine corporate brand experience concept in an online context (i.e. online corporate brand experience (OCBE)), and to examine its influence on brand satisfaction and brand loyalty. Design/methodology/approach – This study surveys online banking customers to purify and validate the dimensions and measurement items of OCBE, and to test the developed hypothesis. Findings – Results confirmed five dimensions and 19 items of OCBE. The OCBE dimensions – corporate visual identity, emotional experience and functionality are the strongest predictor of brand satisfaction and brand loyalty, compared to lifestyle and corporate/self-identity dimensions. Research limitations/implications – Findings are applicable to online banking only and do not offer generalizability to other online contexts. Furthermore, this study examined t...

CSR, relationship quality, loyalty and psychological connection in sports

Abstract: Purpose The purpose of this paper is to investigate the role played by corporate social responsibility (CSR) in building relationship quality (RQ) in the context of sports organisations. In turn, the link between RQ and customer loyalty is examined. Acknowledging that customers develop a psychological connection with the sports organisation over time, the study also examines whether the link between CSR and RQ is moderated by the psychological continuum model (PCM) stages (awareness, attraction, attachment and allegiance). Design/methodology/approach The survey data were drawn from almost 6,000 season ticket holders of a professional sports club. Structural equation modelling and the non-parametric bootstrapping regression technique were used to test the hypotheses. Findings The results support the direct impact of CSR activities on RQ. RQ, in turn, drives customer loyalty. Importantly, RQ is found to fully mediate the relationship between CSR and customer loyalty. However, as customers move through the psychological connection stages, the effect of CSR on customer loyalty via RQ tends to diminish. Practical implications This study provides evidence of a direct impact of CSR activities on RQ, and also attests the role of psychological connection in sports organisations. Originality/value The incorporation of a multidimensional RQ construct and the PCM stages allows a deeper understanding of how CSR might be employed to achieve organisational goals.

Consumer preferences and policy implications for the green car market

Abstract: Purpose The purpose of this paper is to understand consumer preferences for green vehicles with low fuel consumption and emission. It will examine six important vehicle attributes, including fuel efficiency and CO2 emissions, and determine the impacts of increasing demand for green attributes on the domestic car industry in Sweden. Design/methodology/approach Responses to an adaptive choice-based conjoint experiment from a sample of 100 residents in Northern Sweden were analyzed using monotone regression and market simulation. Findings The authors found that consumer preferences were sensitive to changes in fuel efficiency and emission levels. However, engine power was the most important attribute for existing owners whereas price was the most important one for potential customers, while both market segments valued emission more than fuel efficiency. Also, the domestic producer will benefit from both an increase in market size and market share if all new vehicles have higher fuel efficiency but its market share will decrease if all new vehicles have lower CO2 emissions. Social implications Although promoting green vehicle purchase is beneficial for the environment, policy makers also need to balance this benefit against any potential adverse effect on the domestic industry and the economy. This study will provide evidence-based recommendations to increase the share of green cars in new vehicle purchase, and thus contribute to improving the environment. Moreover, it will also predict the changes in the market shares of different vehicles, and the potential impact on the domestic automobile manufacturing sector and the economy. Originality/value This study will contribute significantly to the understanding of consumer preferences by exploring the preferences of a sample of consumers from a country with a well-established alternative fuel and green car market but has adverse weather and driving conditions and a domestic automobile manufacturing industry. It will also examine the differences in preference between existing owners and potential green car buyers. Finally, it will simulate the effects of changing fuel efficiency and emission levels on consumer utility and preference shares to predict changes in market share of different vehicles, and thus the potential impact on the domestic automobile manufacturing sector and the economy.

Tourism, ecotourism and sport tourism: the framework for certification

Abstract: Purpose – The purpose of this paper is to develop a framework for identifying the need for ecotourism certification within ecotourism and sport tourism (EST) by discussing the overlapping characteristics on the dimensions of EST. Design/methodology/approach – Qualitatively, the Social Exchange Theory was used to discover segments of tourists based on the two dimensions: EST. Findings – The findings discovered four strategic segments (namely; vacation, green, action oriented and active tourists), their related activities, and the level of need for eco certification. Practical implications – EST activities offer a unique opportunity for tourism managers to positively influence conservation in and around communities, protected areas and sport events. Applying and implementing a global eco certification is paramount to attract tourists and enhance credibility of sport tourism. Originality/value – Identification of the four tourists segments and their relative need for certification is the novelty of the study...

The role of self-esteem, negative affect and normative influence in impulse buying

Abstract: Purpose – The purpose of this paper is to empirically examine the roles of self-esteem (SE), negative affect (NA), and consumer susceptibility to normative influence in the enactment of impulse buying behavior. Design/methodology/approach – A theoretical model is developed through an extensive review of literature. Survey research is conducted to collect the data from respondents. Structural equation modeling is performed to test the model and the hypotheses. Findings – The outcome of the study reveals that the act of impulsive buying is preceded by buying impulse (BI). BI is positively influenced by consumer susceptibility to normative influence and impulsive buying tendency (IBT). SE influences the generation of BI partially mediated by IBT. Research limitations/implications – The study is limited in its generalizability in terms of its geographic location, culture, and the context of product categories. Practical implications – The findings of the study have practical implications in developing marketi...

Coopetition at the sports marketing/entrepreneurship interface: A case study of a Taekwondo organisation

Abstract: Purpose – The purpose of this paper is to help develop the understanding of the nature of coopetition (collaboration as well as competition) and is set in the context of a Taekwondo organisation. Design/methodology/approach – Interviews were undertaken with 25 instructors in various clubs within New Zealand’s “International Taekwondo” (ITKD) together with 25 students and supplemented with triangulation against secondary data such as websites and media reports. Findings – The findings suggest that coopetition can be seen from various perspectives in order that the organisation as a whole benefits. Specifically, while the ITKD is a not-for-profit firm, individual clubs may compete for revenue from students joining them as opposed to rival clubs. However, clubs collaborate in various way such as once registered, students can train free at rival clubs and resources are to some extent pooled so the ITKD as a whole benefits, e.g. sending competitors overseas and bringing in senior people to undertake a promotio...

Demystifying deliberate counterfeit purchase behaviour: Towards a unified conceptual framework

Abstract: Purpose – The purpose of this paper is to introduce a unified conceptual framework for deliberate counterfeit purchase behavior by combining its diverse economic, ethical and socio-psychological perspectives using cognitive dissonance theory. Specific hypotheses are put forth about the interrelationships among counterfeit proneness (CFP), ethical judgments, subjective norms, counterfeit product evaluation (CPE) and purchase intentions. Design/methodology/approach – A field-survey with 380 shoppers (who had ever purchased a counterfeit product) in Hong Kong across four frequently counterfeited product categories (backpack, luxury watch, software and movie DVD) with varying levels of involvement, usage context and purchase motivation. Findings – As hypothesized, CFP positively influences ethical judgments and subjective norms about buying a counterfeit product, which in turn positively affect CPE and CPI. All these effects are fairly stable across the four product categories, which suggests robustness of th...

Perspectives on social impact measurement and non-profit organisations

Abstract: Purpose – Acknowledgement of the social impact created by organisations has become an increasingly frequent discussion among practitioners. The importance of such value creation cannot be understated, yet in an increasingly competitive funding environment, the need to articulate “true” value is paramount. The purpose of this paper is to examine how Australian and US managers of non-profit organisations (NPOs) and foundations view the measurement of the social impact of NPOs. Design/methodology/approach – The paper includes 19 in-depth interviews of non-profit professionals in the USA and Australia. Respondents included non-profit managers, foundation managers and consultants in both countries. Findings – The in-depth interviews found that in both countries respondents generally agreed that objective measures of impact are desirable, but recognised the difficulties in developing objective assessment frameworks enabling comparisons across the non-profit sector. These difficulties, as well as the implication...

Who is talking, who is listening? Service recovery through online customer-to-customer interactions

Abstract: Purpose – The purpose of this paper is investigate customer interactions in an online environment following a service failure, and explores the role of customer-to-customer (C2C) interactions in service recovery. Design/methodology/approach – The purpose of this paper is to examine C2C interactions between airline travellers by analysing their detailed conversations posted on an independent complaint forum. The authors adopt thematic analysis to scrutinise online dialogue that narrates stories about service failures and how they are resolved with the help of other customers. Findings – The analysis reveals that other customers act as helpers, educators, listeners, and ironists in an online environment following a service failure. The authors identify information sharing, emotional release, social support, knowledge exchange and learning, and leadership in the online community as forms of C2C service recovery. Research limitations/implications – This study focuses on C2C service recovery in an online envir...

Forecasting sponsorship costs: marketing intelligence in the athletic apparel industry

Abstract: Purpose – Due in large part to the proprietary nature of costs, there is a dearth of academic literature investigating the factors influencing the costs for sport marketing investments, such as sponsorship. Therefore, the purpose of this paper is to provide an analytical framework for market intelligence that enables managers to better predict and forecast costs in today’s ever-changing sport marketing environment. Design/methodology/approach – Given the dynamic and ultra-competitive nature of the athletic apparel industry, this context was chosen to investigate the influence of four distinct factors on sponsorship costs, including property-specific factors, on-field performance, and market-specific factors. A systematic, hierarchical procedure was utilized in the development of a predictive empirical model, which was then utilized to generate predicted values on a per property basis. Findings – Results demonstrated that both property-specific and performance-related factors were significant predictors of...

Processing of product placements and brand persuasiveness

Abstract: Purpose – The purpose of this paper is to contribute to literature on marketing communication by exploring the roles of depth of processing and the dispositional factor, need for cognition (NFC), on consumer perceptions of product placement. Design/methodology/approach – A web-based experiment with a 2 (low vs high prominence)×2 (low vs high brand awareness)×2 (with vs without prior disclosure) between-subjects full factorial design was conducted. Findings – The results indicate that prominent placements were found to elicit more extensive processing, which was negatively correlated with brand attitudes. A significant negative relationship between NFC and purchase intention toward a placed brand was also revealed. Practical implications – The study offers managerial and policy implications for practitioners and educators. It is suggested that brand practitioners should avoid placing brands too prominently or in film genres which are cognitively demanding. The low NFC group appears to be more vulnerable to...

Empowering or misleading? Online health information provision challenges

Abstract: Patient empowerment (PE) is a key public health policy tool globally which is seen as unproblematic, but contains a number of unwarranted assumptions and unrecognised challenges to achieving effective implementation. Further, the theoretical foundations for understanding the impact of persuasive health communications on PE are weak. The purpose of this paper is to review these factors and to highlight major areas of concern.,First, the assumptions underpinning empowerment and the implicit theoretical foundations for active health information seeking behaviours are reviewed. This is then followed by a readability analysis of internet-based material relating to two general medical conditions, four chronic medical conditions and six patient information leaflets which was conducted to explore issues relation to the provision and readability of online health information.,The assumptions underpinning expectations of policy makers and health organisations regarding active health information seeking are shown to be problematic, with several potential impediments to effective PE implementation, including the fact that almost all of the online material reviewed is written in language too complex for the majority of the general public to comprehend, let alone act on.,Recommendations are made for guiding information seeking and a research agenda is outlined that would aid in strengthening theoretical underpinnings, expand knowledge and thereby help inform practice and policy debate regarding how PE can be improved.,This paper contributes to understanding of the challenges of effective health communication in the digital age by highlighting the need for a greater understanding of online health information seeking and the impact of limited health literacy and numeracy.

Determinants of brand trust in high inherent risk products

Abstract: Purpose – The purpose of this paper is to empirically examine the distinct antecedents of cognitive and affective brand trust in the context of high inherent risk product of baby care toiletries. In addition, the moderating role of working status and education is investigated for the relationship between brand trust and its antecedents. Design/methodology/approach – Extensive literature review was conducted to develop the theoretical framework, which was then empirically validated through a survey conducted on the 507 respondents. Data were analyzed using structural equation modeling. Findings – The study found that brand credibility, brand innovativeness and family influence are antecedents of cognitive brand trust whereas brand intimacy and family influence are drivers of affective brand trust. Further, the working status is found to moderate the relationship between brand intimacy to affective brand trust and family influence to both cognitive and affective brand trust. The study result does not suppor...

Linking prestige perception with consumption experience, loyalty, and WOM

Abstract: Purpose – The purpose of this paper is to investigate the relationship between perceived external prestige (PEP), the student experience, attitude, and behaviour in the context of higher education institutions. Design/methodology/approach – A comparison of the relationships between prestige perception, the student experience, WOM, and loyalty is examined within a one highly prestigious institution and one mid-ranked institution. Multigroup structural equation modelling was employed to examine data obtained from 948 respondents at the two institutions. Findings – While respondents from the top-ranked institution exhibit a significantly higher perception of university prestige than mid-ranked university respondents, no significant differences were found between the two groups of respondents in terms of the strengths of relationships between constructs. The analysis revealed that students’ perception of their university experience performed a full mediating effect on the relationship between PEP and WOM, as ...

Factors responsible behind political brand preference: an empirical study on Indian voters

Abstract: Purpose – Political parties are continuously interested to gain knowledge about the factors that influence the voter to select political candidate of his/her choice. The purpose of this paper is to examine cumulative impact of sources of associations on voters’ preference of the political party and to investigate the type of causal relationship that exists among those sources. Design/methodology/approach – The authors have proposed five key sources of associations of the overall political party, namely, campaign effectiveness, image of its leaders, intensity of anti-incumbency effect, meaning and trust attached with the party. Here the authors have considered four important political parties relevant to the voters of West Bengal. Those are Congress, Bharatiya Janata Party, Communist Party of India (Marxist) and All India Trinamool Congress. The authors have used SEM method for estimating the model as the same is widely used for estimating a system of equations with latent variables. Findings – Out of the ...

Message involvement and attitude towards green advertisements

Abstract: Purpose Previous green research shows conflicting results regarding the relationship between environmental concern and persuasion. It has also largely overlooked the role of situational involvement. The purpose of this paper is to aim to show that message involvement influences attitude towards green advertisements. Design/methodology/approach To test the proposed model, an experimental study based on a sample of young adults in an emerging economy was used to investigate if situational involvement can produce favourable attitudes towards green advertisements. Findings Using PLS, it was found that fear and response efficacy increased message involvement which in turn was a significant predictor of attitude towards the advertisement. The findings show that advertisers can use these variables to increase message involvement. Originality/value This research extends previous studies on message involvement and expands current knowledge by showing that situational involvement predicts attitude towards green advertising.

What can social marketing learn from Dirichlet theory patterns in a physical activity context

Abstract: Purpose – The purpose of this paper is twofold: first, to explore whether patterns suggested in Dirichlet theory can be observed in a single behaviour change context, namely, physical activity; second, to provide implications for social marketing practice based on the Dirichlet theory patterns observed in a social context of physical activity. Design/methodology/approach – A total of 1,459 respondents residing within 20 kilometres of the Melbourne Central Business District participated in an online survey. The questions in the survey included items relating to respondents’ self-reported physical activity. Findings – The results of the current study indicate that Dirichlet patterns can be observed in social contexts such as physical activity. Research limitations/implications – The sample in this study cannot be considered to be demographically representative of the target population and the physical activity categories selected for this study were limited to the most popular activities and a category leve...

How HR flexibility contributes to customer value co-creation behavior

Abstract: Purpose – Service-dominant logic perspective underscores the role of customers as value co-creators for an organization. The purpose of this paper is to build the understanding of how HR flexibility contributes to customer value co-creation behavior through mediating roles of employees’ role breadth self-efficacy and customer-organization identification and also to assess the interaction between CSR and role breadth self-efficacy in predicting customer-organization identification, leading to a higher level of customer value co-creation behavior. Design/methodology/approach – Responses to the questionnaire survey came from 214 managers and 427 sales employees from 62 software companies, and 427 purchase managers of their customer companies in Vietnam context. Findings – Research findings confirmed the path from HR flexibility to customer value co-creation behavior through the mediating mechanisms of role breadth self-efficacy and customer-organization identification. The research data also provided evidenc...