scholarly journals The Impact of human vs. non-human causes on brand evaluations and purchase intentions

2020 ◽  
Vol 17 (1) ◽  
pp. 188-213
Author(s):  
Flor Esthela Morton-Rodríguez ◽  
Teresa Berenice Treviño-Benavidez ◽  
Osmar Ernesto Arandia-Pérez

Introduction. Do consumers prefer to support certain types of causes more than others? Today, many brands use cause-related marketing (CRM) in their strategies as a way to connect with consumers. However, little is known if consumers prefer to support certain types of causes more than others. Extant literature on CRM has long studied the role of brand/cause fit in the effectiveness of CRM campaigns. Somewhat surprisingly, almost no research has addressed the issue of whether certain types of causes (e.g., human-related causes) are more important to the consumer than other types of causes (e.g. non-human-related campaigns). Objective. Based on the self-categorization theory this study aims to understand the role of cause category (human vs. non-human) and willingness to support, on consumers’ perceptions and behavioral intentions. Materials and methods. The methodology used in this research is experimental. Results. Cause category has a significant direct effect on people’s willingness to support. Additionally, results showed that willingness to support has a positive direct effect on both brand evaluations and purchase intentions. Conclusions. Advance in the discussion on what type of causes should companies promote, by highlighting the importance of consumer’s willingness to support as a requisite to improve brand as well as purchase intentions.

2018 ◽  
Vol 2 (3) ◽  
pp. 209-213
Author(s):  
Hafidzah Nurjannah ◽  
Zulfadli Hamzah

The purpose of this research was to analyze the role of lecturers in leadership, spirituality in the workplace and organizational commitment in the context of Organizational Citizenship Behavior (OCB) at Islamic University in Pekanbaru. The respondents of this research were permanent lecturers at the Islamic University in Pekanbaru with probability sampling method with the Random Sampling technique of 318 respondents. This research analyzed used Structural Equation Modeling. The results of this study indicate that leadership has a direct positive and significant direct effect on organizational commitment, spirituality in the workplace has a direct positive and significant direct effect on organizational commitment, leadership has a direct positive and significant direct effect on organizational citizenship behavior, Organizational commitment has a positive direct and significant effect on organizational citizenship behavior, and Spirituality in the workplace has a positive and significant direct positive effect on organizational citizenship behavior at Islamic University lecturers in Pekanbaru.


2020 ◽  
Vol 12 (10) ◽  
pp. 4241
Author(s):  
Gun-Soo Han ◽  
Jae-Ahm Park

This study examines the relationships between the flow in physical education (P.E.) class, school life stress, and aggression in adolescents. A total of 470 surveys collected from five different high schools in Daejeon, South Korea, were analyzed using structural equation modeling. Study results indicated that the flow in P.E. class had a significant negative direct effect on school life stress, but did not have a significant direct effect on aggression. Furthermore, school life stress had a significant positive direct effect on aggression. Finally, flow in P.E. class had a significant negative indirect effect on aggression mediated by school life stress. The findings of this study are valuable for education experts to establish more effective P.E. curriculums in reducing school life stress and aggression.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fatemeh Narenji Thani ◽  
Ebrahim Mazari ◽  
Somaye Asadi ◽  
Maryam Mashayekhikhi

PurposeConsidering innovation and its improvement as an essential strategy to enable organizations to continue their lives in the new competitive environment leads to a focus on employees' self-development as a factor that affects human resource agility (HRA) and the tendency toward organizational innovation. Consequently, the purpose of the study was to explain the impact of self-development on the tendency toward organizational innovation with the role of the mediator, HRA in higher education institutions as one of the most important and vital organizations in any society.Design/methodology/approachThe study was an applicable one with the quantitative approach using the descriptive–correlative method. The population consisted of 477 nonacademic employees of Kharazmi University among whom 214 ones were selected as the sample group, using a simple random sampling technique. Data were collected through the self-development, HRA and the tendency toward organizational innovation questionnaires and then analyzed using the structural equation modeling approach.FindingsThe study findings revealed a positive impact of self-development on the HRA (γ = 0/79) and HRA on the tendency toward organizational innovation (β = 0/6). Also, self-development with mediating HRA impacts the tendency toward organizational innovation (β = 0/58). Finally, self-development had no direct impact on the tendency toward organizational innovation.Research limitations/implicationsTaking the circumstances of doing this research into consideration, if there were the opportunity to do the research on the staffs of more than one university simultaneously and categorize the university staff into executives, managers and experts, more favorable results could be achieved. Also, considering group and organizational factors with the attention to the self-development approach and its factors would provide more awareness-training information on the higher education system in Iran. For future researches, both the individual and group factors are suggested to be surveyed and compared, to assess the weight and impact of these factors all together and to provide an adequate clarification of the role of the group and the organization. Finally, in future studies, it is also recommended that a qualitative approach be used to reach deeper clarifications on the aspects of these variables in the context of higher education.Practical implicationsThese findings have major practical implications concerning the higher educational settings. The findings of this study must give significant and practical insights for policymakers of universities and other higher education stakeholders, as well as recommendations to the academic community for further research in this area. First, they should recognize that nonacademic staff members are professional employees who contribute to improving organizational innovation. Higher education must focus on designing and implementing successful mechanisms and a well-planned self-development program that can help and promote the self-development approach among all staff. If the above-mentioned programs are designed based on the employees' needs analysis, they will get trained in a way to enhance mental and behavioral flexibility. The programs with such an approach can result in the proactive, adaptive, resilient behavior and agility of HR.Originality/valueThe model for this study has integrated and prioritized the key innovation drivers that would help universities design, adopt and implement policies and practices that facilitate and encourage improvements and adaptation to a fast-paced environment. Furthermore, the convincing reason for the significance of the current research is that although several types of research have been carried out on each of these three variables in different contexts separately, very few studies, like this, have directly examined the correlation between these three variables among the non-academic staff in higher education institutes. So, given the importance of the issue and rare availability of evidence in this regard, the authors were intrigued to discover whether the self-development through the mediation of HRA could reinforce and strengthen the tendency toward organizational innovation and whether HRA could be an appropriate mediator of the relationship between self-development and the tendency toward organizational innovation among the nonacademic staff of Kharazmi University as one of the most prestigious and celebrated universities in Iran.


2019 ◽  
Vol 61 (7/8) ◽  
pp. 781-796
Author(s):  
Seyedeh Khatereh Daneshjoovash ◽  
Mirza Hassan Hosseini

Purpose The purpose of this paper is to evaluate the impact of Entrepreneurship Education Programs (EEPs) from students’ and educators’ viewpoint to improve the quality of EEPs. Design/methodology/approach This research applies a qualitative-quantitative methodology. Its sample is included 291 students were selected randomly and 35 educators were chosen by convenience technique from universities of Applied Science and Technology of Iran. Findings The results revealed that essence of EEPs had a positive direct effect on objectives and content of EEPs; objectives and content of EEPs had a positive direct effect on methods of EEPs; essence of EEPs had a positive direct effect on impact of EEPs; and essence of EEPs had a positive indirect effect on methods through objectives and content based on students’ and educators’ perspective. Moreover, as opposed to educators’, students believed that methods of EEPs have not a positive direct effect on impact, while educators were opponent to students approach about the positive direct effect of essence of EEPs on methods. Research limitations/implications The study was limited to Applied Science and Technology universities were selected by convenience sampling method. Similar studies in other universities are needed to be conducted by simple random sampling to evaluate EEPs. Practical implications The study recommends policy-makers to be aware of students’ needs of EEPs’ methods, as well inform educators about effective and initiative methods. Originality/value Evaluating impact of EEPs based on demand and supply-side viewpoint is the first study conducted in Applied Science and Technology universities of Iran.


2017 ◽  
Vol 8 (2) ◽  
pp. 85
Author(s):  
Neti Karnati ◽  
Adjat Wiratma

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kepemimpinan transformasional dan efikasi diri terhadap kepuasan kerja guru di SMP Yayasan Budi Mulia Lourdes Jakarta. Metodologi penelitian adalah survei yang dipilih dengan teknik simple random sampling. Analisis dan interpretasi data menunjukkan bahwa (1) kepemimpinan transformasional berpengaruh positif langsung terhadap kepuasan kerja, (2) efikasi diri berpengaruh langsung positif terhadap kepuasan kerja, (3) kepemimpinan transformasional berpengaruh positif langsung terhadap efikasi diri.KATA KUNCI: efikasi diri, kepemimpinan transformasional, kepuasan kerja.  THE EFFECT OF TRANSFORMATIONAL LEADERSHIP AND SELF EFFICACY OF THE JOB SATISFACTION TEACHERABSTRACTThe purpose of this study is to determine the effect of transformational leadership and self efficacy of the job satisfaction teacher in Junior High School of Budi Mulia Lourdes Jakarta.The research methodology was survey which was selected by simple random sampling technique. Analysis and interpretation of the data indicates that (1) transformational leadership of a positive direct effect on job satisfaction, (2) self efficacy positive direct effect on job satisfaction, (3) transformational leadership positive direct effect on the self efficacy.


Author(s):  
Ravineet Kaur ◽  
Rakesh Kumar Sharma ◽  
Apurva Bakshi

Abstract. Marketers are increasingly relying on covert advertising tactics to persuade consumers. This empirical study selected the context of an emerging market to examine the effectiveness of product placements. Using an experimental design, we captured the affective and behavioral responses of young Indian adults. The results indicated that young adults are positive about product placements. The mediating role of brand attitude change in the relationship between attitude toward product placements and purchase intentions is established. The study provides valuable insights into the impact of execution factors on viewers’ responses. Implications and directions for future research are discussed based on the results of this study.


Author(s):  
Natalya Smith ◽  
Ekaterina Thomas

This chapter examines innovation in socio-institutional environments of three largest and most diverse emerging markets: Russia, India and China over the period 1990-2014. It considers formal (proxied by corruption) and informal (proxied by trust) institutions and non-linear forces. It also examines the role of Foreign Direct Investment (FDI) in (the likelihood of) fostering innovation and of two research and development (R&D) inputs: R&D expenditures and personnel. A significantly positive direct effect of trust and a negative direct effect of corruption are confirmed, whilst there is a significant non-linear decreasing relationship with trust and increasing relationship with corruption. Interestingly, FDI and R&D expenditures are found to decrease innovation, whilst R&D personnel increase innovation output across the sample.


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