Antecedents and consequences of strategic green marketing orientation

2014 ◽  
Vol 5 (2) ◽  
pp. 338-362 ◽  
Author(s):  
Hardeep Chahal ◽  
Ramesh Dangwal ◽  
Swati Raina
Keyword(s):  
Relationship Marketing ◽  
Social Marketing ◽  
Brand Equity ◽  
Marketing Mix ◽  
Green Marketing ◽  
Future Research ◽  
Content Type ◽  
Marketing Orientation ◽  
Marketing Relationship ◽  
Green Trust

Purpose – The study aims to propose four novel constructs of green satisfaction, green loyalty, green trust and green brand equity. It identifies the role of social marketing, relationship marketing, marketing orientation, general strategies, green marketing and marketing mix elements in enhancing financial and non-financial performance and ultimately the green brand equity. Green marketing strategies are gaining significant attention in the literature to support societal marketing concept vis-à-vis to enhance brand equity in the present competitive era. The present study conceptualizes a novel strategic green marketing orientation (SGMO) concept. Design/methodology/approach – The paper draws upon the extant literature to present a series of research propositions relating to SGMO. Findings – The study provides new insight to marketing management by highlighting the factors such as social marketing, relationship marketing and marketing orientation as the constituent elements which facilitate the development of SGMO in an organization. Further, the study has put emphasis on SGMO- performance relationship which is mediated by green trust, green satisfaction and green loyalty. Finally, it advances an understanding in enhancing green brand equity of the organization. Research limitations – Being conceptual in nature, the paper needs to be empirically tested across manufacturing and service sectors. Further, lack of generalization of the scale items in various sectors needs to be researched in the future research. Originality/value – This paper can help managers in identifying the three perspectives of SGMO, which include strategies (general), green marketing and marketing mix elements.

Green Marketing Mix

2019 ◽  
pp. 1611-1629
Author(s):  
Prashant Kumar ◽  
Bhimrao Ghodeswar
Keyword(s):  
Systematic Review ◽  
Literature Review ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Future Research ◽  
Marketing Practice ◽  
Marketing Orientation ◽  
Environmental Actions ◽  
Business Response

The purpose of this paper is to report the findings of a systematic review of literature in green marketing domain and to propose directions for future research. Green marketing issues are delineated from literature extending marketing orientation and marketing mix frameworks. As society becomes more concerned with the natural environment, businesses modify their behaviour in an attempt to address society's concerns. Based on the literature review, the conceptual review and direction for future research have been delineated and discussed. The paper concludes with the evidences of integration between sustainability and marketing in forms of corporate environmental actions and green marketing practices in businesses. The paper deals with the concept of 4-Ps and the green marketing practice as business response to the increasing environmental consciousness of consumers in the market. The discussion highlights future research avenues and consequent implications for marketers of green products in designing their marketing strategies.

scholarly journals Establishing the scope of marketing practice: insights from practitioners

2014 ◽  
Vol 48 (1/2) ◽  
pp. 380-404 ◽  
Author(s):  
Sally Dibb ◽  
Cláudia Simões ◽  
Robin Wensley
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Qualitative Interviews ◽  
Marketing Mix ◽  
Future Research ◽  
Marketing Practice ◽  
Content Type ◽  
Future Research Agenda ◽  
Marketing Planning ◽  
Practical Implications

Purpose – Describing marketing practices is fundamental to understanding both the scope of marketing practice and the actual value it adds to the organization. This paper aims to clarify the reach of marketing practice and the nature of activities that marketers carry out. Design/methodology/approach – The study uses mixed methods, involving qualitative document analysis, qualitative interviews and a quantitative managerial survey. Findings – The findings reveal consistency in the views of academics and practitioners across the following disaggregated elements of practice: stakeholder and relationship marketing, customer analysis, marketing-mix management/marketing planning, and the centrality of customers. However, when these themes are integrated into broader categories of practice, the activities are parceled and prioritized in different ways by the different data sources. Practical implications – The findings have implications for how marketing is practiced and taught and for the future research agenda. Originality/value – This study considers the functional practices within marketing and clarifies the scope of marketing practice.

Green Marketing Mix

2015 ◽  
Vol 6 (3) ◽  
pp. 42-59 ◽  
Author(s):  
Prashant Kumar ◽  
Bhimrao Ghodeswar
Keyword(s):  
Systematic Review ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Future Research ◽  
Review Of Literature ◽  
Marketing Practice ◽  
Marketing Orientation ◽  
Environmental Actions ◽  
Business Response

The purpose of this paper is to report the findings of a systematic review of literature in green marketing domain and to propose directions for future research. Green marketing issues are delineated from literature extending marketing orientation and marketing mix frameworks. As society becomes more concerned with the natural environment, businesses modify their behaviour in an attempt to address society's concerns. Based on the literature review, the conceptual review and direction for future research have been delineated and discussed. The paper concludes with the evidences of integration between sustainability and marketing in forms of corporate environmental actions and green marketing practices in businesses. The paper deals with the concept of 4-Ps and the green marketing practice as business response to the increasing environmental consciousness of consumers in the market. The discussion highlights future research avenues and consequent implications for marketers of green products in designing their marketing strategies.

The influence of relationship marketing orientation on brand equity in banks

2015 ◽  
Vol 26 ◽  
pp. 14-22 ◽  
Author(s):  
Dhanushanthini Yoganathan ◽  
Charles Jebarajakirthy ◽  
Paramaporn Thaichon
Keyword(s):  
Relationship Marketing ◽  
Brand Equity ◽  
Marketing Orientation

The effects of brand equity and failure severity on remedy choice after a product recall

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sascha Raithel ◽  
Alexander Mafael ◽  
Stefan J. Hock
Keyword(s):  
Decision Making ◽  
Brand Equity ◽  
Probit Model ◽  
Future Research ◽  
Product Recalls ◽  
Product Recall ◽  
Managerial Decision ◽  
Managerial Decision Making ◽  
Content Type ◽  
Failure Severity

Purpose There is limited insight concerning a firm’s remedy choice after a product recall. This study aims to propose that failure severity and brand equity are key antecedents of remedy choice and provides empirical evidence for a non-linear relationship between pre-recall brand equity and the firm’s remedy offer that is moderated by severity. Design/methodology/approach This study uses field data for 159 product recalls from 60 brands between January 2008 to February 2020 to estimate a probit model of the effects of failure severity, pre-recall brand equity and remedy choice. Findings Firms with higher and lower pre-recall brand equity are less likely to offer full (vs partial) remedy compared to medium level pre-recall brand equity firms. Failure severity moderates this relationship positively, i.e. firms with low and high brand equity are more sensitive to failure severity and then select full instead of partial remedy. Research limitations/implications This research reconciles contradictory arguments and research results about failure severity as an antecedent of remedy choice by introducing brand equity as another key variable. Future research could examine the psychological process of managerial decision-making through experiments. Practical implications This study increases the awareness of the importance of remedy choice during product-harm crises and can help firms and regulators to better understand managerial decision-making mechanisms (and fallacies) during a product-harm crisis. Originality/value This study theoretically and empirically advances the limited literature on managerial decision-making in response to product recalls.

Conceptualisation, development and validation of green marketing orientation (GMO) of SMEs in India

2014 ◽  
Vol 5 (2) ◽  
pp. 312-337 ◽  
Author(s):  
Hardeep Chahal ◽  
Ramesh Dangwal ◽  
Swati Raina
Keyword(s):  
Supply Chain ◽  
Supply Chain Management ◽  
Energy Conservation ◽  
Green Marketing ◽  
Green Supply Chain Management ◽  
Green Supply Chain ◽  
Chain Management ◽  
Content Type ◽  
Marketing Orientation ◽  
Strategic Policy

Purpose – The purpose of the study is twofold. First, to examine the domain of green marketing construct in the context of small and medium enterprises (SMEs) operating in emerging economies (i.e. India) across electrical industries and, second, to assess its impact on the SMEs performance. Design/methodology/approach – All the owners of electrical industries (SMEs) operating in Jammu District, that is, 152, were contacted using census method. Findings – The study identifies and confirms five factors, namely, greening the process, green supply chain management, green strategic policy initiative, proactive energy conservation and green innovation of green marketing as important dimensions of green marketing orientation (GMO) scale. All the dimensions of the GMO scale have positive and significant impacts on performance of the firms. In addition, there exists stronger impact of green marketing dimensions on the customer business to business (B2B) satisfaction and employee retention. Research limitations/implications – The research has certain unavoidable limitations. First, the study is based on only one sector, that is, electrical industries operating in developing industrial region of India and hence future research is suggested to comprehend green marketing in other green-savvy manufacturing sectors like pharmaceutical sector and service sector like hotels and hospitals. Further, the study has focussed on the development of GMO scale and future studies need to extend research to include variables like green satisfaction, green trust and green loyalty to understand their mediating role in green marketing and performance relationship. Furthermore, the moderating role of variables such as nature and age of the SMEs can also be studied in future research. Practical implications – GMO allows managers to understand how their firms facilitate green environment and they affect the business outcomes. Furthermore, GMO takes into consideration all important aspects (greening the process, green supply chain management, green strategic policy initiatives, proactive energy conservation and green promotion) which provide better explanatory power and identification of priority areas for managerial attention. GMO can be used by managers to determine which strategies and practices will have the most positive influence on employees’ outcome. Originality/value – This paper can help managers in identifying the perspectives of GMO in electrical sector for the developing countries. Unlike the three dimensions confirmed by studies, this study established five dimensions of green marketing, namely, greening the process green supply chain management, green strategic policy initiatives, proactive energy conservation and green promotion.

Investigating the relevance of the traditional marketing mix across different stages of change: Empirical evidence from household recycling

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paul Blaise Issock Issock ◽  
Mercy Mpinganjira ◽  
Mornay Roberts-Lombard
Keyword(s):  
Empirical Evidence ◽  
Behaviour Change ◽  
Social Marketing ◽  
Stages Of Change ◽  
Marketing Mix ◽  
Target Audience ◽  
Household Waste ◽  
Content Type ◽  
Traditional Marketing ◽  
The Impact

Purpose This study aims to provide empirical evidence and a different perspective on the relevance of the traditional marketing mix in social marketing programmes. This is a response to the ongoing debate about the (in)compatibility of the traditional marketing mix (the 4Ps) in the field of social marketing. In doing so, this study examines the important role that the stages of behaviour change play in influencing the effectiveness of traditional marketing mix elements in the context of recycling in South African households. Design/methodology/approach This study follows a quantitative method, relying on a survey of 699 heads of households in South Africa. Multigroup analysis and structural equation modelling were applied to test the impact of stages of changes on the potential effect of marketing mix elements on the intention to recycle household waste. Findings The results established that although the traditional marketing mix elements have a marginal effect on the intention to recycle household waste, further analyses revealed that this impact of the marketing mix is contingent on the stage of change in which the target audience is found. Thus, the findings indicated that the marketing mix elements significantly influence the intention to recycle when the target audience is at the contemplation and preparation phases. Originality/value Whilst both critics and proponents of the adoption of the traditional marketing mix in social marketing initiatives have provided relevant arguments, the debate had remained largely theoretical. This study discusses the limitations of the traditional marketing mix in behaviour change programmes and the need for a segmented approach based on the stages of behaviour change when using the 4Ps. However, given the hegemony of the 4Ps in the social marketing literature, this study sheds light on the appropriate “Ps” to activate to influence recycling behavioural intention at different stages of change.

Social Marketing in Healthcare

2010 ◽  
pp. 1234-1245
Author(s):  
Manuel W. Mah
Keyword(s):  
Social Networking ◽  
Relationship Marketing ◽  
Social Marketing ◽  
Social Networking Sites ◽  
Communication Channels ◽  
File Sharing ◽  
Marketing Mix ◽  
Social Software ◽  
Audience Control ◽  
Current Paradigm

Social marketing is a way to influence the behaviors of stakeholders in the healthcare system. This chapter will define the traditional transaction marketing concepts of exchange, segmentation, competition, the marketing mix, and audience orientation. Then it will describe the current paradigm shift to relationship marketing with its logic of collaboration and the cocreation of value. Relationship marketing is enhanced by the arrival of Internet-based “social media” such as blogs, file sharing sites, and social networking sites that place creativity and communication channels under “audience” control. These developments in marketing strategy and social software will profoundly affect the next generation of social marketing programs.

The effect of novelty on travel intention: the mediating effect of brand equity and travel motivation

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yucheng Zhang ◽  
Jing Li ◽  
Chih-Hsing Liu ◽  
Yimo Shen ◽  
Guiquan Li
Keyword(s):  
Intrinsic Motivation ◽  
Brand Equity ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
The Relationship ◽  
Night Markets ◽  
Research Studies

PurposeResearch on the relationship between novelty and travel intention is lacking. This study attempts to fill this gap by developing a theoretical model to explain how novelty influences travel intention through two mediating paths: brand equity and tourist motivation.Design/methodology/approachIn this study, data were collected from 466 foreign visitors to Taiwanese night markets. To test the model, the authors applied structural equation modeling (SEM) to identify the critical attributes that predicted foreign tourists' travel intentions.FindingsThe SEM analysis indicated that novelty in tourism management was related to brand equity and intrinsic motivation, which increased foreign tourists' travel intentions and offered advantages for highly competitive, high-density night markets in Taiwan. In addition, brand equity was an important mediator that connected novelty and tourists' travel intentions. Finally, novelty indirectly affected travel intention and intrinsic motivation through brand equity.Research limitations/implicationsThere may exist potential moderators in the relationships among the brand equity and travel intention categories. Future research studies could explore whether any moderators influence the relationship mechanisms examined in this study.Originality/valueThis research expands on previous research studies that have focused on the value of travel intention. Furthermore, the study uses brand equity theory (BET) and the theory of planned behavior (TPB) to examine the mediating effect of intrinsic motivation on the relationship between novelty and travel intention.

A critical review and reconstruction of perceptual brand equity

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Asli D.A. Tasci
Keyword(s):  
Brand Equity ◽  
Narrative Analysis ◽  
Critical Review ◽  
Meta Analysis ◽  
Theory Development ◽  
Future Research ◽  
Content Type ◽  
Stakeholder Perspectives ◽  
Structural Relations ◽  
Strategic Market

Purpose The purpose of this paper is to: distinguish between financial brand equity and perceptual brand equity; distinguish among different stakeholder perspectives on customer-based brand equity, consumer-based brand equity (CBBE) (consumer, customer, employee and resident); contrast the original definitions and measures of CBBE by Aaker and Keller; identify the deviations from the original conceptualizations and measures of CBBE by Aaker and Keller; discuss the evolution of the most commonly used CBBE components; analyze the structural relations of the most common CBBE components and generate conceptual, structural, relational and methodological suggestions for future research. Design/methodology/approach This critical review conducted a narrative analysis of the perceptual brand equity literature (CBBE) by inventorying about 200 empirical and conceptual CBBE studies in several different contexts. Studies that included CBBE, brand equity, customer-based brand equity and consumer-based brand equity were included in this review. Only 87 representative studies that either conceptually defined or empirically measured CBBE and its components were included in the deep analysis. Findings The review revealed that the literature is divergent in terms of CBBE components or structural relations among components in any context including tourism and hospitality. Even though about 40 different CBBE components exist in different contexts, the totality of the CBBE literature reflects a consensus on five components of CBBE, brand familiarity/brand awareness, brand image/brand associations, perceived quality, consumer value and brand loyalty, all of which collectively define the total meanings of a brand from consumer/customer perspective. Research limitations/implications Keeping these five components intact, this study suggests a concise CBBE definition, conceptual clarifications for these components, a model reflecting their structural relations and a framework of parsimonious measures. The study makes future research recommendations in terms of using uniform CBBE components, measures and relational structure among components, identifying the relationship between CBBE and financial-based brand equity and comparing different stakeholder perspectives on CBBE in future research. Originality/value With these observations and suggestions, this critical review provides a guideline for more robust theory development of the CBBE construct. Additionally, it offers a parsimonious and practical CBBE blueprint for the practitioners who include CBBE as a strategic market metric in their marketing and research plans. Furthermore, it suggests standardization in CBBE research to enable systematic reviews with meta-analysis of the CBBE literature in the future. Using standard components, measures and relational models in CBBE research, as was suggested in this study, would allow meta-analysis for a meaningful comparison of results between different brands, products and even industries.

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