Refining the relation between cause-related marketing and consumers purchase intentions

2019 ◽  
Vol 37 (4) ◽  
pp. 651-669 ◽  
Author(s):  
Alberto Ferraris ◽  
Manlio Del Giudice ◽  
Balakrishna Grandhi ◽  
Valentina Cillo
Keyword(s):  
Ordinary Least Squares ◽  
Purchase Intentions ◽  
Collectivist Culture ◽  
Moderator Effect ◽  
Content Type ◽  
Fine Grained ◽  
Positive Effects ◽  
Cause Related Marketing ◽  
Moderator Effects ◽  
And Gender

Purpose Cause-related marketing (CRM) is an ever growing marketing strategy developed by companies that may result in a win-win-win strategy for business, non-profit organizations and society. However, the specific relationship between CRM and consumers purchase intentions (PI) has been analyzed in a fragmented way within the mainstream literature. Grounding on this, the purpose of this paper is to give a more comprehensive and fine grained view of this phenomenon, testing the effect of several moderators on the relationships between CRM and consumers PI in two different countries. Design/methodology/approach The sample consists of 234 Italian (individualistic culture) and 164 Brazilian (collectivist culture) consumers surveyed online. Ordinary least squares analysis has been carried out in order to test the moderator effects hypothesized. Findings Regarding Italian respondents, the author found positive evidence for moderator effects of the perception of CRM goal achievement (GA), brand-fit (BF) and gender. On the contrary, the author did not find a significant moderator effect of brand-use, while the author found it significant but negative for Brazilian respondents. Moreover, the author found that the perception of CRM GA does not moderate the aforementioned relationship for Brazilians while BF and gender still have positive effects. Originality/value A more fine grained picture of the CRM–PI relationships have been provided through the empirical test of several moderators, finding different effects in individualistic (Italians) and collectivist culture (Brazilians), thus deriving interesting implications in the international marketing field of research.

Do females in audit firm governance affect firm performance? Findings from Turkey

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Murat Ocak
Keyword(s):  
Firm Performance ◽  
Least Squares ◽  
Design Methodology ◽  
Gender Diversity ◽  
Ordinary Least Squares ◽  
Content Type ◽  
Audit Firm ◽  
Hierarchical Levels ◽  
And Gender ◽  
Practical Implications

Purpose This study aims to contribute to the literature by offering a different sector and emphasising the importance of females in audit firm (AF) governance on audit firm performance (AFP). Design/methodology/approach Ordinary least squares (OLS) and instrument variables regression (IVREG) with two-stage least squares are used to test the paper’s hypotheses. Findings Both OLS and IVREG estimation results show that both the proportion of females and gender diversity at board and owner levels and the total number of shares of female owners seem to enhance the performance of AFs. Practical implications These results may be important for policymakers and regulators to set a quota for women’s representation on AF governance or decide arrangements for women in AFs as in the regulations for the high hierarchical levels of other corporate firms. Originality/value This paper extends the current literature in the context of AFs in Turkey, positing that females in AF governance might enhance performance to a great extent.

Importance of corporate image for domestic brands moderated by consumer ethnocentrism

2019 ◽  
Vol 29 (3) ◽  
pp. 257-272 ◽  
Author(s):  
Weichen Teng
Keyword(s):  
Product Quality ◽  
Corporate Branding ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Corporate Image ◽  
Content Type ◽  
Consumer Ethnocentrism ◽  
Positive Effects ◽  
Branding Strategies ◽  
Corporate Ability

Purpose Although consumers’ tendency to support domestic companies by buying local products is growing, few studies discuss the corporate branding for domestic brands. This study aims to help domestic brands develop corporate branding strategies by examining the effects of corporate image of domestic brands on customers’ purchase intentions. Design/methodology/approach This study investigates various aspects of corporate image, including product quality, corporate ability, corporate social responsibility (CSR) and local-customer-first (a measure that is identified in this study). It conducts a survey (N = 283) and tests eight hypotheses with bivariate regression analyses with SPSS, Hayes’ PROCESS macro and structural equation modelling with AMOS to identify significant relationships. Findings The results show that all aspects of corporate image have significant positive effects on customers’ purchase intentions towards domestic brands. However, the effect of CSR image on purchase intention is fully mediated by the corporate ability and product quality images, whereas consumer ethnocentrism moderates the corporate ability and local-customer-first images. Originality/value This study contributes to the literature by examining the effect of corporate image on customers’ domestic brand purchase intentions in emerging economies when the product quality image in the country is low. This study also identifies a new factor, local-customer-first, and its positive effect on purchase intention. It is recommended that domestic brands strengthen their CSR, corporate ability and local-customer-first images to gain local customers’ support. Furthermore, it is found that corporate ability and local-customer-first are more highly valued by ethnocentric consumers. These findings can help domestic brands develop corporate branding strategies.

Same talk, different reaction? Communication, emergent leadership and gender

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sofia Schlamp ◽  
Fabiola H. Gerpott ◽  
Sven C. Voelpel
Keyword(s):  
Emergent Leadership ◽  
Self Awareness ◽  
Leadership Roles ◽  
Unconscious Bias ◽  
Leadership Responsibilities ◽  
Men And Women ◽  
Content Type ◽  
Fine Grained ◽  
Positive Assessment ◽  
And Gender

PurposeWe investigate the role of gender in linking communicative acts that occur in the interactions of self-managed teams to emergent leadership. Specifically, this study presents a framework that differentiates between agentic and communal task- and relations-oriented communication as predictors of emergent leadership, and it hypothesizes that men and women do not differ in what they say but do differ in how they are rewarded (i.e. ascribed informal leadership responsibilities) for their statements.Design/methodology/approachInteraction coding was used to capture the meeting communication of 116 members of 41 self-managed teams.FindingsMen and women exhibited the same amount of agentic and communal task- and relations-oriented communication and were equally likely to emerge as leaders. However, men experienced an emergent leadership advantage when engaging in agentic and communal task-oriented behaviors. Agentic and communal relations-oriented behaviors did not predict emergent leadership.Research limitations/implicationsThe findings imply that theories could be more precise in differentiating between objective behaviors (i.e. actor perspective) and perceptions thereof (i.e. observer perspective) to understand why women experience a disadvantage in assuming leadership roles.Practical implicationsAlthough women displayed the same verbal behaviors as men, they experienced different consequences. Organizations can provide unconscious bias training programs, which help increase employees' self-awareness of a potential positive assessment bias toward men's communication.Originality/valueThis research utilizes an innovative, fine-grained coding approach to gather data that add to previous studies showing that, unlike men, women experience a disadvantage in terms of emergent leadership ascriptions when they deviate from stereotypically expected behavior.

The impact of corporate social responsibility on firms’ financial performance, evidence from the food and beverage industry

2019 ◽  
Vol 122 (1) ◽  
pp. 1-13 ◽  
Author(s):  
Niccolò Nirino ◽  
Nicola Miglietta ◽  
Antonio Salvi
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Financial Performance ◽  
Ordinary Least Squares ◽  
Social Outcomes ◽  
Content Type ◽  
Positive Effects ◽  
Food And Beverage ◽  
Corporate Social ◽  
The Impact

Purpose The purpose of this paper is to investigate the impact of corporate social responsibility (CSR) on firms’ financial performance (FP) in the food and beverage (F&B) sector. Design/methodology/approach The authors developed a conceptual model that hypothesizes a positive effect of CSR governance on CSR outcomes (environmental and social) and these on firm’s FP. Gathering data from 190 F&B companies, the authors empirically tested the validity of the model through an ordinary least squares regression analysis. Findings The findings highlight the positive impact of CSR governance on environmental and social outcomes, showing real societal concerns among companies’ stakeholders in the F&B industry. Studies on the effect of CSR outcomes on FP have shown mixed results. On one side, the social outcomes positively impact a firm’s performance; on the other side, environmental outcomes show insignificant or non-positive effects depending on different measurements of FP. Originality/value Despite the mixed set of results between CSR and a firm’s performance in the literature, this research provides a new framework in which the impact of CSR on FP is analysed through the effectiveness of CSR governance on CSR outcomes (social and environmental). Moreover, this study contributes to the CSR literature understanding the impact of both environment and social concerns by companies on firm’s FP in F&B context.

The effects of chairmen's social network heterogeneity on cooperative marketing innovation: evidence from Sichuan province in China

2020 ◽  
Vol 10 (5) ◽  
pp. 651-670
Author(s):  
Yu Liu ◽  
Houjian Li
Keyword(s):  
Social Networks ◽  
Social Network ◽  
Least Squares Method ◽  
Ordinary Least Squares ◽  
Sichuan Province ◽  
Content Type ◽  
Network Heterogeneity ◽  
Marketing Innovation ◽  
Positive Effects ◽  
Cooperative Marketing

PurposeThe purpose of this paper, based on first-hand data from 255 chairmen of planting cooperatives in Sichuan province, is threefold: to understand their social network heterogeneity; to understand the significance for members of marketing innovation in farmers' cooperatives and to understand the effects of chairmen's social network heterogeneity on cooperative marketing innovation.Design/methodology/approachThe research employs an empirical survey of the chairmen of planting cooperatives in rural Sichuan province. The researchers use the ordinary least squares method to conduct regression on the data and the generalized linear model to process the data and avoid errors in the model setting. In the study, the following two hypotheses are examined: (1) The heterogeneity of chairmen's social networks has positive effects on cooperative marketing innovation; (2) The effects of heterogeneous external and internal social networks on cooperative marketing innovation are different.FindingsThe results show that both external and internal social network heterogeneity has positive effects on cooperative marketing innovation, and the effects of internal heterogeneity are greater than that of external heterogeneity.Originality/valueThis paper contributes to improving the income of farmers, the innovation of farmers' cooperatives and the development of agriculture in China. It provides a new way of managing and serving members to enable the long-term sustainable development of farmers' cooperatives.

Can advertising creativity affect product perceptions and retailer evaluations?

2014 ◽  
Vol 23 (6) ◽  
pp. 452-461 ◽  
Author(s):  
Erik Modig ◽  
Sara Rosengren
Keyword(s):  
Product Quality ◽  
Mineral Water ◽  
Experimental Studies ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Chewing Gum ◽  
Content Type ◽  
Positive Effects ◽  
Perceived Product Quality ◽  
The Impact

Purpose – This paper aims to investigate the impact of advertising creativity on consumer perceptions of product quality, value, retailer brand attitude and purchase intention. Design/methodology/approach – Two experimental studies were conducted. Study 1 shows the impact of creativity (high/low) for two product categories (mineral water and chewing gum) and one known retailer. The findings are replicated and extended in Study 2 for four categories (mineral water, chewing gum, batteries and detergent) and two known retailers. Findings – The results show that advertising creativity positively signals perceived product quality, which increases perceived value. These effects fully mediate a positive impact on retailer brand attitude and purchase intentions. The positive effect of advertising creativity on perceived product quality is mediated by perceived advertisement effort. Practical implications – This study introduces advertising creativity as a way for retailers to increase perceived product quality and value. The results show that advertising creativity increases perceived effort on behalf of the sender, which positively influences purchase intentions. Originality/value – The current study shows that advertising creativity can work as a signal of product quality, which has positive effects for retailers.

Flexibility and innovation: moderator effects of cooperation and dynamism

2019 ◽  
Vol 48 (6) ◽  
pp. 1548-1564 ◽  
Author(s):  
Ángel Martínez-Sánchez ◽  
Maria-Jose Vela-Jimenez ◽  
Silvia Abella-Garces ◽  
Sophie Gorgemans
Keyword(s):  
Innovation Performance ◽  
Business Strategies ◽  
Large Set ◽  
Moderator Effect ◽  
Content Type ◽  
Moderator Effects ◽  
Innovative Firms ◽  
The Relationship ◽  
Organizational Cooperation ◽  
Technology Cooperation

Purpose The purpose of this paper is to analyze simultaneously two moderator effects on a model of relationships between external human resource (HR) flexibility and innovation in a large sample of manufacturing firms. Design/methodology/approach The study sample consisted of 1,864 Spanish industrial firms in 2012 compiled from a large set of statements from the Survey of Business Strategies questionnaire. Logit and linear regressions tested the moderator effects of inter-organizational technology cooperation and environmental (market) dynamism in the relationship between external HR flexibility and innovation performance. To control for multicollinearity the Lance’s residual centering technique was used. Findings Process innovations seemed to be dependent on industry while innovative firms have developed a greater flexibility than non-innovative firms. Some moderator effects were found regarding inter-organizational cooperation while the market dynamism was negatively related to the measures of innovation with absence of moderator effects. Research limitations/implications Future studies should integrate more moderator effects that may influence the relationship between external HR flexibility and the firm’s innovation performance. The results regarding the influences of external flexibility on innovation have to be differentiated as inter-organizational technological cooperation compensated the influence of external workplace flexibility on innovation. Practical implications Managers should use a right mix of external flexibility measures according to the inter-organizational cooperation but regardless the level of environmental dynamism. Originality/value This paper is original in the sense that it studies the relationship between external HR flexibility and innovation with the simultaneous moderator effect of inter-organizational technology cooperation and market dynamism. The value of the paper lies in the discussion of interrelated moderator effects in order to propose adequate strategies to develop external HR flexibility.

Enhancing job satisfaction among local government servants in Ghana

2019 ◽  
Vol 16 (1) ◽  
pp. 1-16
Author(s):  
Michael K. Mickson ◽  
Alex Anlesinya
Keyword(s):  
Job Satisfaction ◽  
Transformational Leadership ◽  
Local Government ◽  
Transactional Leadership ◽  
Critical Examination ◽  
Government Service ◽  
Content Type ◽  
Positive Effects ◽  
Leadership Behaviour ◽  
And Gender

Purpose The purpose of this paper is to examine the influence of transformational and transactional leadership behaviours on local government worker’s job satisfaction as well as to determine which one of these two leadership behaviours is a better predictor of job satisfaction among local government servants in Ghana. Design/methodology/approach The research used a questionnaire to collect 322 usable data from the respondents, and employed multiple regressions to analyse the data. Findings The results showed that both transformational leadership and transactional leadership behaviours have significant positive effects on employee job satisfaction in Ghana’s Local Government service. Surprisingly, critical examination of the results further revealed that transactional leadership behaviour is a better predictor of job satisfaction relative to transformational leadership behaviour in Ghana’s Local Government Service. Moreover, the findings suggested that the influence of both leadership behaviours on job satisfaction may vary by workers’ age, level of education and gender. Practical implications These results imply that the more transactional and transformational leadership behaviours are exhibited or demonstrated by leaders, the more satisfaction local government servants will experience with their jobs. It further means that depending on the context or work environment, transactional leadership can surpass transformational leadership in enhancing employee outcomes. It also reinforces the need to ensure equity in employee reward systems as well as treatment of different age, educational and gender groups. Originality/value This result has contributed to knowledge by providing empirical evidence to refute the popular claim that transformation leadership produces better outcomes than transactional leadership. Besides, this study highlights the important roles of transformational and transactional styles in ensuring job satisfaction among the local government sub-sector, a generally under-researched sector.

Relationship between e-servicescape and purchase intention among heavy and light internet users

2018 ◽  
Vol 28 (2) ◽  
pp. 333-350 ◽  
Author(s):  
Hsu-Ju Teng ◽  
Jia-Jen Ni ◽  
Hsiao-Han Chen
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Online Questionnaire ◽  
Content Type ◽  
Aesthetic Appeal ◽  
Positive Effects ◽  
Heavy Users ◽  
Internet Users

Purpose Previous studies of e-servicescapes have considered general internet consumers as the main research subjects; however, some studies have argued that heavy users are the main sources of consumption. Understanding heavy user’s consumption traits is crucial for enhancing company profits; hence, the purpose of this paper is to compare the significant attributes of e-servicescapes and clarify their relationship with purchase intention by employing heavy and light internet users as moderators. Design/methodology/approach An online questionnaire was used to collected data from 342 valid internet users with online shopping experience, and the differences were compared through structural equation modeling. Findings Aesthetic appeal and interactivity significantly increase general users’ purchase intentions. For heavy users, interactivity was the most crucial factor, followed by esthetic appeal, and then layout and functionality. For light users, Aesthetic appeal was the only crucial factor. The data also reveal that financial security does not have significant positive effects on general, heavy, or light users. Originality/value Using the insight gained by integrating purchase intention with e-service quality and segmentation theory in the e-servicescape, the authors display how heavy and light internet users evaluate the e-servicescape for signals of quality attributes and contribute their cognitive response and purchase intention according to different consumption traits. Internet retailers are recommended to segment heavy and light users, redesign their current e-servicescapes, and provide more appropriate marketing strategies to attract and keep heavy and light users and enhance their purchase intentions.

Service quality in bank during an economic crisis

2016 ◽  
Vol 34 (2) ◽  
pp. 235-259 ◽  
Author(s):  
Diego Monferrer-Tirado ◽  
Marta Estrada-Guillén ◽  
Juan Carlos Fandos-Roig ◽  
Miguel Ángel Moliner-Tena ◽  
Javier Sánchez García
Keyword(s):  
Service Quality ◽  
Relationship Quality ◽  
Structural Equation ◽  
Group Analysis ◽  
Moderator Effect ◽  
Content Type ◽  
Positive Effects ◽  
Functional Quality ◽  
Different Dimensions ◽  
Practical Implications

Purpose – The purpose of this paper is to address the aftermath of the crisis that has plagued the Spanish financial sector from a microeconomic and emotional perspective associated to financial entities’ relationships with their customers. Design/methodology/approach – The authors build a model of effects with structural equation modelling based on the quality of the relationship between financial entities and their customers. The authors identify the different dimensions of quality in the entity’s service provision (tangible quality, functional quality and staff quality) as essential antecedents of the different dimensions of relationship quality (satisfaction, trust and loyalty). Moreover, the authors develop a multi-group analysis to test the moderator effect of age in the proposed model. Findings – The work shows that bank customers have been eminently results driven focusing on functional quality which is a determinant cause of customer satisfaction and trust. Research limitations/implications – Furthermore the authors consider that the dimensions of service quality are interrelated. Functional quality represents an essential quality in customer service, whereas tangible and personnel qualities act to reinforce functional quality. In turn, qualities based on tangible aspects have positive effects on qualities based on intangible aspects. Practical implications – Moreover, the results confirm the consideration of related variables to conform the construct of relationship quality: satisfaction, trust and loyalty. Finally, age has been found to have a considerable effect as a moderating variable in the relations. Originality/value – These results represent a significant change in traditional patterns of bank customer behaviour, and fit in with postulates of a new approach based on individual differences in attitudes, with relevant practical implications.

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