To donate or not to donate? How cosmopolitanism and brand anthropomorphism influence donation intentions for international humanitarian causes

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
M. Deniz Dalman ◽  
Subhasis Ray
Keyword(s):  
Nonprofit Organizations ◽  
Design Methodology ◽  
Communication Strategy ◽  
Moral Judgments ◽  
Branding Strategy ◽  
Potential Donor ◽  
Content Type ◽  
Donation Intention ◽  
Practical Implications ◽  
Marketing Messages

Purpose There are vast opportunities for nonprofit organizations (NPOs) globally to find support for international humanitarian causes. However, donors/consumers are not always willing to contribute for such causes. This study aims to investigate how potential donor perceptions are shaped to gain wider support and aims to build a model that could guide managers of NPOs in their communication strategy. Design/methodology/approach Two scenario-based experiments with the participation of graduate students from an Indian university were conducted. Findings Cosmopolitan people have the higher moral judgment of the international causes championed by NPOs. However, anthropomorphizing the NPO’s message elevates the moral judgments among non-cosmopolitans. Process tests indicate that these moral judgments indirectly impact donation intentions for these causes. Research limitations/implications The paper only investigates donation intention for poverty and not humanitarian causes such as access to drinking water. Moreover, the campaign chosen takes place only in Africa (e.g. not in Asia or Latin America). Practical implications NPOs could tailor their marketing messages for international humanitarian causes by targeting cosmopolitan donors/consumers and using humanization as the branding strategy. Originality/value This research contributes to theory by showing how consumers who would otherwise not contribute to an out-group could be influenced positively by the NPOs’ branding strategy.

Exploring the effective restaurant CrM ad

2016 ◽  
Vol 28 (11) ◽  
pp. 2473-2492 ◽  
Author(s):  
Sung-Bum Kim ◽  
Kathleen Jeehyae Kim ◽  
Dae-Young Kim
Keyword(s):  
Experimental Study ◽  
Behavioral Intentions ◽  
Design Methodology ◽  
Restaurant Industry ◽  
Content Type ◽  
Cause Related Marketing ◽  
The Impact ◽  
Social Causes ◽  
Practical Implications ◽  
Marketing Messages

Purpose This experimental study aims to examine the effectiveness of cause-related marketing messages that incorporate both text and visuals, as compared to messages comprised solely of text, on the attitudes and behavioral intentions of restaurant customers, and to see if the impact varies across four categories of social causes (health, animal welfare, human services and the environment). Design/methodology/approach This experimental study uses a 2 (type of message) × 4 (cause category) between-subjects design. Findings Restaurant messages that combine text and visuals are more effective than restaurant messages with only text in engendering positive attitudinal and behavioral responses. This paper also found interaction effects between advertisement type and cause category on individuals’ responses (i.e. attitudes and behavioral intentions). Practical implications The messaging strategies suggested by this research will allow the restaurant industry to capitalize on the value of cause-related marketing initiatives. Originality/value This research contributes to the hospitality literature by expanding the realm of research on effective cause-related marketing initiatives.

Entrepreneurship resources in US public libraries: website analysis

2018 ◽  
Vol 46 (1) ◽  
pp. 69-90 ◽  
Author(s):  
Ashley E. Faulkner
Keyword(s):  
Nonprofit Organizations ◽  
Design Methodology ◽  
Public Libraries ◽  
Web Pages ◽  
Content Type ◽  
The Us ◽  
Multiple Support ◽  
Website Analysis ◽  
Library Websites ◽  
Practical Implications

Purpose This paper aims to explore the entrepreneurship resources patrons can discover and/or access on the web pages of the largest 46 US public libraries to assess the strength of public libraries’ current support to their entrepreneur-patrons, and where, and by what means, public libraries may wish to expand, or further promote, their support. Design/methodology/approach The author completed a website analysis of the largest 46 US public libraries, as defined by the criteria in the ALA publication The Nation’s Largest Public Libraries. Website analysis was completed via a standardized checklist assessment of each library website. Findings Public libraries often have print and electronic resources, meeting spaces and programming that could be of use to entrepreneur-patrons, but these resources are sometimes difficult to discover on library websites. Libraries have strong partnering relationships with other government and nonprofit organizations, but they may wish to expand these partnerships further. Practical implications Public libraries in the US often have multiple support services to offer entrepreneur-patrons. However, if libraries would like to reach entrepreneur-patrons beyond their walls, as well as within them, they may wish to consider further refining the resources both accessible via their website and promoted on it. Originality/value While there are research articles exploring how both academic and public libraries support entrepreneur-patrons, as yet, there has been no in-depth research into how public libraries support their entrepreneur-patrons through not only their in-library offerings but also the materials highlighted and/or available via their website. This research addresses this gap in the literature.

Willingness-to-pay for robot-delivered tourism and hospitality services – an exploratory study

2021 ◽  
Vol 33 (11) ◽  
pp. 3926-3955
Author(s):  
Stanislav Ivanov ◽  
Craig Webster
Keyword(s):  
Willingness To Pay ◽  
Design Methodology ◽  
Online Survey ◽  
Regression Analyses ◽  
Test Analysis ◽  
Content Type ◽  
Hypothetical Scenario ◽  
Tourism And Hospitality ◽  
Practical Implications ◽  
Marketing Messages

Purpose This paper aims to investigate potential consumers’ willingness to pay for robot-delivered services in travel, tourism and hospitality, and the factors that shape their willingness to pay. Design/methodology/approach An online survey yielded a sample of 1,573 respondents from 99 countries. Independent samples t-test, Analysis of variance (ANOVA), cluster, factor and regression analyses were used. Findings Respondents expected to pay less for robot-delivered services than human-delivered services. Two clusters were identified: one cluster willing to pay nearly the same price for robotic services as for human-delivered services, whilst the other expected deep discounts for robotic services. The willingness-to-pay was positively associated with the attitudes towards robots in tourism, robotic service experience expectations, men and household size. It was negatively associated to travel frequency, age and education. Research limitations/implications The paper’s main limitation is its exploratory nature and the use of a hypothetical scenario in measuring respondents’ willingness to pay. The data were gathered prior to the COVID-19 pandemic and do not reflect the potential changes in perceptions of robots due to the pandemic. Practical implications Practitioners need to focus on improving the attitudes towards robots in tourism because they are strongly and positively related to the willingness to pay. The marketing messages need to form positive expectations about robotic services. Originality/value This is one of the first papers to investigate consumers’ willingness to pay for robot-delivered services in travel, tourism and hospitality and factors that shape their willingness to pay.

Exploring young consumer's decision‐making for luxury co-branding combinations

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yanan Yu ◽  
Lori Rothenberg ◽  
Marguerite Moore
Keyword(s):  
Decision Making ◽  
Design Methodology ◽  
Luxury Brands ◽  
Branding Strategy ◽  
Fast Fashion ◽  
Content Type ◽  
Luxury Brand ◽  
Trade Offs ◽  
Retail Format ◽  
Practical Implications

PurposeThe purpose of this paper is to identify the realistic trade-offs young consumers make when evaluating luxury co-branding combinations based on signalling theory.Design/methodology/approachConjoint analysis was employed to evaluate the relative impact of four major attributes (i.e. brand combinations, retail channels, uniqueness and price) on consumer desirability for luxury co-branding combinations. The data were analysed using desirability indices.FindingsBrand combinations, uniqueness and price significantly impact consumer desirability of luxury co-branding combinations. The luxury brand and sportswear combination results in the highest desirability when price is more similar to the sportswear constituent and participants perceive that the collaboration as exclusive.Practical implicationsThe results suggest that luxury brands need to consider the partnering brand's retail format primarily for co-branding strategy. Luxury brand collaborations with sportswear and premium priced streetwear brands are more likely to result in higher desirability among consumers compared to collaborations with fast fashion and mass-market brands. Additionally, uniqueness may not be effective as a point of differentiation in cases where luxury brands cannot guarantee a single yearly collaboration.Originality/valueThe decision to use existing brands for the fictitious combinations developed more sensible scenarios for respondents. In addition, rather than discrete questions, attribute-based combinations provide a more realistic depiction of consumers' decision making on luxury co-branding. Finally, the results provide marketing practitioners with practical directions for future development of fashion luxury co-branding strategy.

Organizational learning in stakeholder relations

2019 ◽  
Vol 26 (2) ◽  
pp. 219-231 ◽  
Author(s):  
Nataša Rupcic
Keyword(s):  
Organizational Learning ◽  
Nonprofit Organizations ◽  
Professional Learning ◽  
Design Methodology ◽  
Nonprofit Sector ◽  
Content Type ◽  
Stakeholder Relations ◽  
Systems Perspective ◽  
University Industry ◽  
Practical Implications

PurposeThe purpose of this paper is to highlight the challenges regarding learning in stakeholder relations in profit and nonprofit organizations.Design/methodology/approachConclusions and models presented in the paper have been designed based on the systems perspective, critical thinking and critical review of previous contributions.FindingsOrganizational learning has been examined in profit and nonprofit organizations, and factors which stimulate this process have been identified. More precisely, factors contributing to organizational learning in board of directors have been critically examined, accreditation as a factor contributing to organizational learning in higher education institutions (HEIs) has been suggested, learning dynamics in university–industry collaborations and inter-professional learning have been examined, as well as organizational learning as a bottom-up approach supported by transformational leaderships.Research limitations/implicationsConclusions and models provided in the paper need further empirical testing and validation.Practical implicationsUseful implications for practitioners in profit and nonprofit sector have been suggested based on the critical analysis of previous contributions regarding stimulation of organizational learning in stakeholder relations.Originality/valueContributions from previous authors have been systemically and critically reviewed, adapted models have been provided and suggestions for practitioners in this regard have been offered.

Deepwater Horizon exposes BP’s PR strengths and weaknesses

2014 ◽  
Vol 22 (7) ◽  
pp. 23-25 ◽  
Author(s):  
David Pollitt
Keyword(s):  
Design Methodology ◽  
Social Network Sites ◽  
Deepwater Horizon ◽  
Communication Strategy ◽  
Audiovisual Material ◽  
Content Type ◽  
Good Communication ◽  
Secondary Sources ◽  
Oil Spillage ◽  
Practical Implications

Purpose – The paper aims to examine BP’s communications response to the Deepwater Horizon disaster, which caused 11 deaths and a huge oil spillage in the Gulf of Mexico. Design/methodology/approach – It draws on such secondary sources as newspapers, audiovisual material and social-network sites. Findings – It claims that BP lacked some of the tools needed for an effective communications response to the disaster and that the company made mistakes in, for example, putting out a series of advertisements during the clean-up operation. Practical implications – It puts forward the view that companies ought to have a well-rehearsed crisis-communication strategy that they can easily adapt to the particular circumstances of a given disaster. Social implications – It looks at some of the things that BP got right, including its Internet response to the crisis. Originality/value – It emphasizes the importance of good communication strategies when disaster strikes.

The challenge posed by the COVID-19 pandemic: how to decide who deserves life-saving medical devices?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Micaela Pinho
Keyword(s):  
Design Methodology ◽  
Moral Judgments ◽  
Ethical Values ◽  
Allocation Of Resources ◽  
Content Type ◽  
Life Saving ◽  
Difficult Challenge ◽  
Healthcare Rationing ◽  
Scarcity Of Resources ◽  
Practical Implications

PurposeThe current COVID-19 pandemic stressed the importance of discussing the problems surrounding the scarcity of healthcare resources. Healthcare rationing has been a constant issue, but in the present pandemic, the need to choose who to treat and who to let die became a pressing reality. What criteria to adopt or what protocol to follow is a difficult challenge politicians face because it involves moral judgments and/or ethical values. As there are multiple ethically permissible criteria to allocate life-saving medical resources and we will all bear the consequences of these rationing decisions, it is important to explore the appropriateness of each of these approaches. Here, the author describes the main rationing criteria proposed in the literature and explores their applicability to an absolute scarcity of resources as the current one. Finally, the author describes the ongoing COVID-19 pandemic in Portugal and proposes some guidelines to ensure a fair allocation of resources.Design/methodology/approachA literature review was made regarding some rationing protocols, and a qualitative research was followed to collect data regarding the number of daily infected and daily deaths by COVID-19.FindingsPortugal has not, fortunately and so far, been as badly hit by COVID-19 as other European Countries. However a rigorous and explicit protocol is lacking to help health professionals at the frontline to take legitimate rationing decisions.Practical implicationsThe author contributes for the discussion about life-or-death decisions by proposing some clinical practice lines that may be applied fairly and consistently.Originality/valueThis study is the first attempt to emphasize the need to set life-or-death guidelines in Portugal in a public health emergency and to propose some of these guidelines.

Promoting biodiversity: do consumers prefer feelings, facts, advice or appeals?

2015 ◽  
Vol 32 (4) ◽  
pp. 266-277 ◽  
Author(s):  
Dorothea Schaffner ◽  
Sascha Demarmels ◽  
Uta Juettner
Keyword(s):  
Public Policy ◽  
Design Methodology ◽  
Positive Emotions ◽  
Procedural Knowledge ◽  
Communication Strategies ◽  
Communication Strategy ◽  
Policy Makers ◽  
Content Type ◽  
Positive Attitudes ◽  
Practical Implications

Purpose – The purpose of this paper is to explore consumers’ responses to emotional and normative communication in comparison with traditional informational campaigns promoting pro-environmental behavior in the context of biodiversity. By adopting the approach of likeability of the communication, the paper identifies which type of communication strategy is liked by consumers’ and which dimensions define likeability in the context of biodiversity. The goal is to improve the effectiveness of communication messages delivered by social marketers or public policy makers through a better understanding of consumers’ responses to different communication strategies. Design/methodology/approach – To investigate which communications strategies are perceived as likeable in the context of promoting biodiversity and to explore the dimensions that underlie likeability of the communication a qualitative study was conducted. First, the information design with the different communication strategies has been developed. Second, focused interviews with 25 individuals have been conducted. Findings – Results indicate that communication strategies using positive emotions led to most favorable responses. Further, findings suggest that informational strategies seem to result in positive attitudes when they tap on procedural knowledge. Favorable judgments are linked with communication strategies that create awareness or which are relevant and informative. Research limitations/implications – Further empirical research is suggested exploring consumers’ responses to communication strategies that combine emotions and facts. Practical implications – Based on the findings of this study, social marketers and public policy makers are recommended to use a combination of communication strategies that evoke positive emotions and provide consumers with the facts necessary to take action. Originality/value – The paper allows for an integrated view and contributes to an increased understanding of responses to communication strategies and provides valuable practical implications for social marketers and public policy makers.

Mastering an online brand strategy

2019 ◽  
Vol 35 (10) ◽  
pp. 13-14
Keyword(s):  
Case Studies ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Reading Time ◽  
Communication Strategy ◽  
Brand Identity ◽  
Brand Strategy ◽  
Content Type ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This research paper concentrates on the extent to which the brand identity messages pumped out by wine makers translate into the brand images transmitted by bloggers publishing relevant travel content online. The wine makers' intended message for consumers may be lost in the convergence gap between their understanding of their brand message and the perception of this by bloggers; therefore efforts to improve their communication strategy are advisable, to strengthen both the brand's unique characteristics and the brand loyalty of customers. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Consumer value creation through WhatsApp use

2019 ◽  
Vol 32 (4) ◽  
pp. 455-471
Author(s):  
Jorge Cruz-Cárdenas ◽  
Jorge Guadalupe-Lanas ◽  
Ekaterina Zabelina ◽  
Andrés Palacio-Fierro ◽  
Margarita Velín-Fárez ◽  
...  
Keyword(s):  
Latin American ◽  
Value Creation ◽  
Emotional Support ◽  
Design Methodology ◽  
Instant Messaging ◽  
Role Performance ◽  
Content Type ◽  
Consumer Value ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to understand in-depth how consumers create value in their lives using WhatsApp, the leading mobile instant messaging (MIM) application. Design/methodology/approach The study adopts the perspective of customer-dominant logic (CDL) and uses a qualitative multimethod design involving 3 focus groups and 25 subsequent in-depth interviews. The research setting was Ecuador, a Latin American country. Findings Analysis and interpretation of the participants’ stories made it possible to identify and understand the creation of four types of value: maintaining and strengthening relationships; improving role performance; emotional support; and entertainment and fun. In addition, the present study proposes a conceptual model of consumer value creation as it applies to MIM. Practical implications Understanding the way consumers create value in their lives using MIM is important not only for organizations that offer MIM applications, but also for those companies that develop other applications for mobile phones or for those who wish to use MIM as an electronic word-of-mouth vehicle. Originality/value The current study is one of the first to address the topic of consumer behavior in the use of technologies from the perspective of CDL; this perspective enables an integrated qualitative vision of value creation in which the consumer is the protagonist.

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