Cause-related marketing: an exploration of new avenues through conjoint analysis

2019 ◽  
Vol 26 (6) ◽  
pp. 2017-2050 ◽  
Author(s):  
Kushagra Kulshreshtha ◽  
Naval Bajpai ◽  
Vikas Tripathi ◽  
Gunjan Sharma
Keyword(s):  
Conjoint Analysis ◽  
Consumer Preference ◽  
The Novel ◽  
Content Type ◽  
Product Categories ◽  
Cause Related Marketing ◽  
The Social ◽  
Hedonic Products ◽  
Novel Concept ◽  
Feature Attribute

Purpose Cause-related marketing (CrM) is one of the effective marketing concepts which draw high public exposure and make the cause and the organization known in the market. Further, it develops a higher inclination of the customers associating themselves with CrM-related campaigns. In this regard, CrM campaigns generally take hedonic products into consideration. The purpose of this paper (comprises two studies) is to: study 1, examine the attributes leading to successful CrM campaign and afterward when the results of Study 1 were found in line with the existing literature; and, Study 2, empirically examine the consumer preference for hedo-utilitarian products type in the CrM context. Design/methodology/approach A total of 316 respondents participated in the survey. For selecting the appropriate research technique under the CrM study, the systematic review was conducted to arrive at a decision. Finally, conjoint analysis, a decompositional approach, was used for its ability to provide real-world setup to the respondents and keeping the social desirability bias at the minimum while assessing the consumer preference in the context of CrM. Findings Much literature is available in favor of using hedonic products for successful CrM activities. However, none has conceptualized the hedo-utilitarian products that have an equally fair chance to succeed under CrM strategy. The present study confirmed the relevance of hedo-utilitarian products (utilitarian products having hedonic features) for attracting the consumers having cognitive and affective responses altogether. Practical implications The novel concept of hedo-utilitarian product is introduced and empirically examined. The propositions and findings will facilitate the organizations in developing the products and marketing strategies in the context of CrM, giving them the option beyond the two product categories, i.e. hedonic and utilitarian. Accordingly, the companies may also focus and strategize for the “causmers,” i.e. the consumers who pay heed to the cause of the campaign during the purchase. Originality/value While several of the dimensions in marketing have been explored, CrM is the least explored area in the Asian region. The attributes that may affect CrM were taken all together as another product feature/attribute under conjoint analysis exploring the attributes affecting CrM most, eventually, leading to higher consumer preference. Further, the concept of hedo-utilitarian products was introduced, empirically examined and recommended to future researchers for bringing it forward.

scholarly journals Socialising tourism after COVID-19: reclaiming tourism as a social force?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Freya Higgins-Desbiolles ◽  
Bobbie Chew Bigby ◽  
Adam Doering
Keyword(s):  
Social Relations ◽  
Conceptual Analysis ◽  
The Novel ◽  
Social Force ◽  
Content Type ◽  
The Past ◽  
Ecological Justice ◽  
The Social ◽  
Novel Concept ◽  
Practical Implications

PurposeThis article considers the possibilities of and barriers to socialising tourism after the coronavirus disease 2019 (COVID-19) pandemic. Such an approach allows us to transform tourism and thereby evolve it to be of wider benefit and less damaging to societies and ecologies than has been the case under the corporatised model of tourism.Design/methodology/approachThis conceptual analysis draws on the theorisation of “tourism as a social force” and the new concept of “socialising tourism”. Using critical tourism approaches, it seeks to identify the dynamics that are evident in order to assess the possibilities for socialising tourism for social and ecological justice. It employs an Indigenous perspective that the past, present and future are interconnected in its consideration of tourism futures.FindingsCOVID-19 has fundamentally disrupted tourism, travel and affiliated industries. In dealing with the crisis, borders have been shut, lockdowns imposed and international tourism curtailed. The pandemic foregrounded the renewal of social bonds and social capacities as governments acted to prevent economic and social devastation. This disruption of normality has inspired some to envision radical transformations in tourism to address the injustices and unsustainability of tourism. Others remain sceptical of the likelihood of transformation. Indeed, phenomena such as vaccine privilege and vaccine tourism are indicators that transformations must be enabled. The authors look to New Zealand examples as hopeful indications of the ways in which tourism might be transformed for social and ecological justice.Practical implicationsThis conceptualisation could guide the industry to better stakeholder relations and sustainability.Social implicationsSocialising tourism offers a fruitful pathway to rethinking tourism through a reorientation of the social relations it fosters and thereby transforming its social impacts for the better.Originality/valueThis work engages with the novel concept of “socialising tourism”. In connecting this new theory to the older theory of “tourism as a social force”, this paper considers how COVID-19 has offered a possible transformative moment to enable more just and sustainable tourism futures.

scholarly journals Becoming part of a temporary protest organization through embodied walking ethnography

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amanda J. Lubit ◽  
Devon Gidley
Keyword(s):  
Northern Ireland ◽  
Media Coverage ◽  
Design Methodology ◽  
The Novel ◽  
Emotional Experiences ◽  
Conflict Setting ◽  
Content Type ◽  
The Social ◽  
Or Organization ◽  
Impact Data

PurposeThis paper explores the consequences of researching temporary protest organizations through embodied ethnography, paying attention to how, when and why a researcher takes sides.Design/methodology/approachThe authors employed embodied walking ethnography to study Lyra's Walk, a three-day, 68-mile protest walk held in May 2019 to advocate for peace in Northern Ireland. Data were primarily ethnographic, complemented by an analysis of social media, photos, videos and media coverage.FindingsFirst the authors argue that embodied walking ethnography can provide an inhabited understanding of organizing. The social, physical and emotional experiences of walking encourage researchers to identify more closely with participants and obtain a greater understanding of the phenomena studied. Second, the authors identify that methodological choice can have a greater impact on side-taking than either the conflict setting or organization researched.Research limitations/implicationsThis paper demonstrates the promise and consequences of using embodied walking ethnography to study a mobile organization. It further illustrates the nuances and challenges of conducting ethnography in a temporary protest organization.Originality/valueThe paper makes two contributions. The novel use of embodied walking ethnography to study temporary protest organizations can lead the research to become intertwined with the temporary organization during its process of organizational becoming. With the researcher's body acting as a research tool, their sensations and emotions impact data collection, interpretation and findings.

Quality of service and customer satisfaction: a conjoint analysis for the Nigerian bank customers

2016 ◽  
Vol 34 (6) ◽  
pp. 841-867 ◽  
Author(s):  
Samson Yusuf Dauda ◽  
Jongsu Lee
Keyword(s):  
Service Quality ◽  
Service Delivery ◽  
Transaction Cost ◽  
Conjoint Analysis ◽  
Discrete Choice ◽  
Waiting Time ◽  
Consumer Preference ◽  
Content Type ◽  
Banking Service ◽  
Nigerian Banking

Purpose The purpose of this paper is to evaluate the perceptions of Nigerian banking customers regarding customers’ evaluation of their banks service quality based on their banks actual performance on current banking service delivery. Design/methodology/approach A survey has been used to collect primary data and 1,245 usable questionnaires were used in the analysis. A conjoint analysis with stated preference data were used to construct the consumers’ behavior, while discrete choice method was employed to evaluate the preferences. More information was obtained by in cooperating heterogeneity into the model by the random coefficient and the test variance with the primary attributes and social demographics and individual characteristics. Findings Discrete choice analysis shows that bank management should focus on: reduction of transaction errors, transaction cost, waiting time and initial online learning time. This four attributes have strong impact on customer’s satisfaction depending on quality performance. Relative to other services the reduction in waiting time and transaction cost are the most important services to the Nigerian banking customers. Other findings of willingness to pay and consumer preference for other attributes reveal more information for improved banking policies. Research limitations/implications The sample only focussed on the urban areas and did not consider rural dwellers. Future research should aim to improve on these by including a variable in the utility set up that captures the distance of the respondent to the main city. Practical implications Nigerian banking customers do not care about a friendly smile as customer care. Rather, they value more on the waiting time and transaction cost showing that convenience and cost dimensions have strong and direct effect on service quality. Other dimensions identified includes, reliability, product portfolio, security and privacy, ease of use, accessibility, and competence and credibility. Originality/value This study has drawn on a sample of 1,245 Nigerian banking customers and evaluating how the survey respondents perceive their respective banks’ performance by their evaluation of the current banking service delivery.

Emerald – a 16-rotor multicopter for stereo imaging

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Svetoslav Zabunov ◽  
Garo Mardirossian ◽  
Katia Strelnitski
Keyword(s):  
Design Methodology ◽  
The Novel ◽  
Stereo Imaging ◽  
Content Type ◽  
Rotor Design ◽  
Novel Concept ◽  
Novel Design ◽  
Practical Implications ◽  
Prototype Testing

Purpose The current manuscript aims to propose a novel multirotor design. Design/methodology/approach This paper presents a novel 16-rotor multicopter design named Emerald. The novel design innovations and benefits are disclosed. Comparison to existing 16-rotor designs is carried out. Implementation areas where the novel idea shall yield benefit are discussed. A prototype of the presented design is described. Findings The herein proposed 16-rotor design has a number of benefits over existing 16-rotor multicopters. The paper elaborates on those advantages. Research limitations/implications The research was limited to prototype testing, as the presented design is a novel concept. Practical implications The motivation to research and develop this novel design is implementing the vehicle for stereoscopic photography and reconnaissance. The design is also applicable to carrying payloads while flying indoors.

Edge controller – a small UAVs distributed avionics paradigm

2019 ◽  
Vol 92 (2) ◽  
pp. 229-236
Author(s):  
Svetoslav Zabunov ◽  
Roumen Nedkov
Keyword(s):  
Unmanned Aerial Vehicles ◽  
Design Methodology ◽  
The Novel ◽  
Functional Requirements ◽  
New Paradigm ◽  
Content Type ◽  
Novel Approach ◽  
Novel Concept ◽  
Practical Implications ◽  
Structure And Design

Purpose This paper aims to reveal the authors’ conceptual and experimental work on an innovative avionics paradigm for small unmanned aerial vehicles (UAVs). Design/methodology/approach This novel approach stipulates that, rather than being centralized at the autopilot, control of avionics devices is instead distributed among controllers – spread over the airframe span, in response to avionics devices’ natural location requirements. The latter controllers are herein referred to as edge controllers by the first author. Findings The edge controller manifests increased efficiency in a number of functions, some of which are unburdened from the autopilot. The edge controller establishes a new paradigm of structure and design of small UAVs avionics such that any functionality related to the periphery of the airframe is implemented in the controller. Research limitations/implications The research encompasses a workbench prototype testing on a breadboard, as the presented idea is a novel concept. Further, another test has been conducted with four controllers mounted on a quadcopter; results from the vertical attitude sustenance are disclosed herein. Practical implications The motivation behind developing this paradigm was the need to position certain avionics devices at different locations on the airframe. Due to their inherent functional requirements, most of these devices have hitherto been placed at the periphery of the aircraft construction. Originality/value The current paper describes the novel avionics paradigm, compares it to the standard approach and further reveals two experimental setups with testing results.

Effects of cause-related marketing campaigns on consumer purchase behavior among French millennials

2020 ◽  
Vol 37 (5) ◽  
pp. 923-943 ◽  
Author(s):  
Judith Partouche ◽  
Saeedeh Vessal ◽  
Insaf Khelladi ◽  
Sylvaine Castellano ◽  
Georgia Sakka
Keyword(s):  
South African ◽  
Regulatory Focus ◽  
Purchase Intention ◽  
Experimental Studies ◽  
Product Type ◽  
Purchase Behavior ◽  
Content Type ◽  
Cause Related Marketing ◽  
Behavior Study ◽  
Hedonic Products

Purpose The purpose of this paper is to investigate the effects of cause-related marketing (CRM) campaigns on consumer purchase behavior among French millennials contrasted with their international counterparts. Based on the regulatory-focus theory, the influence of the types of arguments and products is tested on French millennials’ attitudes, intentions and behaviors in the context of CRM campaigns. Design/methodology/approach Three experimental studies among French millennials examine the effects of a CRM campaign vs non-CRM one on purchase behavior (study 1) through varying the formulation of the argument (promotion or prevention – study 2) and the nature of the advertised product (utilitarian or hedonic – study 3). Findings The results reveal French millennials’ favorable attitude and greater purchase intention for products carrying CRM messages, displaying similarities with American and Dutch millennials. When exposed to CRM advertising with promotion messages for hedonic products, French millennials, similarly to their South African and American counterparts, show greater purchase intentions, exhibiting cause sensitivity with hedonic products to reach aspirational goals. Research limitations/implications Inconsistent findings related to French millennials’ willingness to pay are linked to possible message formulation and product nature biases. The study contributes to the CRM literature by bridging regulatory focus and product type in a CRM campaign context, while contrasting millennials’ perceptions from diverse countries. Practical implications To improve CRM effectiveness toward millennials, firms must ensure the consistency between the causes, types of messages and products. Social implications CRM campaign efficiency is enhanced when promoted by brands, thereby increasing millennials’ engagement toward the causes. Originality/value This paper is the first to explore, in a single study, CRM campaign regulatory focus and product type among French millennials compared with their international counterparts.

scholarly journals A consumption timecycle: contextually situated and temporally recurring experiences

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Toni Ryynänen ◽  
Visa Heinonen
Keyword(s):  
Design Methodology ◽  
Current Knowledge ◽  
Marketing Research ◽  
The Novel ◽  
Content Type ◽  
Video Recordings ◽  
Interpretive Approach ◽  
Or Practice ◽  
Novel Concept ◽  
Trade Shows

Purpose Temporal consumption experiences have been conceptualised as universal, subjective or practice-based experiences. Little research, though, addresses such experiences in conjunction with the repeated and situational consumption events that bring them about. The purpose of this paper is to extend current knowledge by examining how the temporal and situational intertwine during consumption events. For this purpose, the concept of a consumption timecycle based on the research data is constructed. Design/methodology/approach The paper takes a longitudinal and researcher-led approach to study temporal consumption experiences. The data was collected through participant observations, video recordings and personal subjective introspections during three consecutive annual Nordic motorcycle consumer trade shows (2014–2016). The data was analysed using an interpretive approach. Findings The results demonstrate five temporalities that characterise a consumption timecycle as follows: emerging, core, intensifying, fading and idle-time temporalities. The features of these temporal experiences are presented in the conclusions section of the paper. Research limitations/implications Recalled temporal experiences are mediated experiences and they differ from lived experiences. The transferability or generalisability of the results might be limited, as the case is situated in the Nordic context. Originality/value The paper presents the novel concept of a consumption timecycle that extends current debates about consumer time. The consumption timecycle is contrasted with established temporal concepts in consumer and marketing research.

Customer experience with the branded content: a social media perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Waqas ◽  
Zalfa Laili Hamzah ◽  
Noor Akma Mohd Salleh
Keyword(s):  
Social Media ◽  
Peer Review ◽  
Virtual Community ◽  
Customer Experience ◽  
Customer Engagement ◽  
Structured Interviews ◽  
Content Type ◽  
Product Categories ◽  
The Social ◽  
Social Media Platforms

PurposeSocial media platforms are important channels to create a favourable customer experience. The purpose of this paper is to investigate the types of experiences customers can have with the branded content on social media.Design/methodology/approachData were collected from 20 participants using semi-structured interviews. Thematic analysis was used to analyse the qualitative data.FindingsThe results identify seven types of branded content experience which are evoked when customers interact with branded content on social media. The results also suggest that branded content experience acts as a driver of consumer engagement with branded content which eventually leads to customers' sense of virtual community.Research limitations/implicationsThe findings provide theoretical implications for content creators. Further research should aim at comparing the branded content experience on different social media platforms and across different product categories.Originality/valueThis study contributes to customer engagement and experience literature in social media content by enhancing the understanding of branded content experience concept and its conceptual relationship with customer engagement in the social media context.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-10-2019-0333

FEA-based investigation of the generating capability of a novel hybrid excited claw pole alternator with improved cost-effectiveness

2014 ◽  
Vol 33 (5) ◽  
pp. 1642-1652
Author(s):  
Rabeb Rebhi ◽  
Amina Ibala ◽  
Ahmed Masmoudi
Keyword(s):  
Cost Effectiveness ◽  
Design Methodology ◽  
Experimental Validation ◽  
Cost Benefit ◽  
The Novel ◽  
Element Analysis ◽  
Content Type ◽  
Magnetic Features ◽  
Novel Concept ◽  
Practical Implications

Purpose – The purpose of this paper is to investigate the generating capability of a novel hybrid excited brushless claw pole alternator (HEBCPA) with improved cost-effectiveness gained thanks to the substitution the rotor NdFeB-made permanent magnet (PM) with ferrite ones. Design/methodology/approach – The investigation of the magnetic features of the novel HEBCPA has been carried out using a 3D finite element analysis (FEA). Findings – It has been found that the machine generating capability is not affected by the substitution of the single rotor NdFeB-made PM by stator and rotor ferrite-made ones, which represents a crucial cost benefit. Research limitations/implications – An experimental validation of the features computed by FEA shall be considered as an outlook of the present work. Practical implications – The novel HEBCPA could be of great interest for automotive generating systems. Originality/value – The proposed HEBCPA with ferrite-made PMs is a novel concept.

Reinforcement of brands of faith with the paradox of cultural divergence in Indian perspective

2020 ◽  
Vol 32 (3) ◽  
pp. 513-530
Author(s):  
Baba Gnanakumar
Keyword(s):  
Cultural Values ◽  
Social Group ◽  
Roc Curves ◽  
Marketing Strategies ◽  
Content Type ◽  
Cause Related Marketing ◽  
The Social ◽  
Spiritual Foundations ◽  
Marketing Activities

Purpose Self-esteem values, with the new art of living, in the minds of Indians, lead to establish faith among the spiritual organization. Later on, the spiritual organizations brand their names and market the products in their branded name. These brands, which are inspired by faith and created by Indian spiritual gurus, have even disrupted the fast-moving consumer goods (FMCG) market by being customer-centric instead of being geared by lucrative returns. It is in this context that this paper aims to find the cultural divergence factors that lead to change the consumption pattern of FMCG and how such brands of faith have been segmented in the Indian perspective by spiritual gurus. The research concludes that cultural divergence variables such as power distance, collectivism, uncertainty avoidance and long-term orientation influence the brands that are inspired by faith. Spiritual gurus in India are using sociocultural marketing activities such as social endorsement and cause-related marketing strategies for segmenting the markets. Design/methodology/approach The primary data were collected from the 1,678 customers of the Isha products. The respondents were selected based on the snowball sampling. The responses were collected from the followers who visited the foundation at least three times during the period of two years in Coimbatore and purchased Isha products worth more than Rs 500. The data were collected between the period August 2016 and April 2018. Of 1,678 responses, 1,465 responses were validated after coding. Of 1,465 responses that were validated, 1,126 responses were found reliable. Findings “Cause-related marketing” and “social group endorsement” activities of the firms tend to create a brand image. To find out which of the above activities highly influence the brands of faith, realistic-operating characteristic (ROC) analysis was carried out. ROC curves were drawn to assess the brands of faith centroid values with social group endorsement and cause-related marketing variables. ROC curves explored the precision of diagnostic tests and were used to find the best “cut-off” value for impressive and unimpressive cluster test results. Research limitations/implications Cultural divergence variables such as power distance, collectivism, uncertainty avoidance and long-term orientation are influencing the brands of faith. The followers of the spiritual foundation have their own distinct culture, and their social affinity values increase the brands of faith. Social group endorsement and cause-related marketing are the marketing strategies suitable for spiritual foundation (to market their product/ service). Age, education and occupation are demographic values that influence the brands of faith. The spiritual foundations are segmenting their customers based on the occupational values, and they use the cause-related marketing strategies to increase the values of brands of faith. Practical implications As the cultural values related to the art of living have been recognized by society as the measure of social well-being, the spiritual leaders can enhance their brands of faith. The social media communication about cause-related marketing can create trust in society. On the other hand, societal marketing activities cannot target the entire society. Hence, it is to be stratified. While stratifying, the players of diversity markets have to target a group based on the values generated by the stakeholders in the foundation. The diversified markets created by the Indian spiritual gurus are providing cultural diversity. Social implications The business value created by spiritual foundations is increasing the social values which are essential to uplift society. The author concludes that if business values and societal values are integrated by any group of people, it improves economic value to that society and they can use the social currency in the form of “brands of faith”. Originality/value The cultural values of a society are measured and compared with national and global index. The enumerate method is an original one.

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