scholarly journals Attribution and Effectiveness of Cause-Related Marketing: The Interplay between Cause–Brand Fit and Corporate Reputation

2020 ◽  
Vol 12 (20) ◽  
pp. 8338
Author(s):  
Anran Zhang ◽  
Alex Scodellaro ◽  
Bo Pang ◽  
Hui-Yi Lo ◽  
Zhengliang Xu
Keyword(s):  
Corporate Reputation ◽  
Consumer Attitudes ◽  
Consumer Perceptions ◽  
Future Research ◽  
Consumer Responses ◽  
Cause Related Marketing ◽  
Positive Attitudes ◽  
And Behavior ◽  
Moderating Role

In cause-related marketing (CRM) programs, the fit between the cause and brand is an important factor influencing consumer perceptions and behavior. However, the literature demonstrates that there is disagreement regarding the effect of cause–brand fit on consumer responses with varying corporate reputation. This study aims to examine the influence of cause–brand fit on consumer attitudes, attributed company motives, and the moderating role of corporate reputation. With a two (fit: high/low) by three (reputation: low/medium/high) experimental study, we reveal that consumers hold positive attitudes toward companies that engage in CRM campaigns. The effect of cause–brand fit on consumer-attributed company motives is moderated by corporate reputation. For low-reputation companies, a high cause–brand fit CRM campaign resulted in consumers attributing more negative motives to companies than low-fit campaigns. The opposite was true for medium-reputation companies. Meanwhile, high-reputation companies with a high cause–brand fit elicit greater value-driven attributed motives from consumers than other motives. Recommendations for implementing CRM programs and for future research are discussed.

Trade Union Membership and Job Satisfaction

1987 ◽  
Vol 17 (4) ◽  
pp. 160-164 ◽  
Author(s):  
Stephen D. Bluen ◽  
Caroline van Zwam
Keyword(s):  
Job Satisfaction ◽  
Union Membership ◽  
Research Priorities ◽  
Future Research ◽  
Non Union ◽  
Study Results ◽  
Worker Satisfaction ◽  
The Relationship ◽  
Moderating Role

The relationship between union membership and job satisfaction, and the moderating role of race and sex is considered in this study. Results show that both race and sex interact with union membership in predicting job satisfaction. A significant 2 × 2 × 2 (union membership × race × sex) interaction showed that white, non-unionized females were less satisfied with their work than black, non-unionized females. In addition, sex moderated the relationship between union membership and co-worker satisfaction: Whereas unionized males were more satisfied with their co-workers than unionized females, the opposite was true for the non-unionized subjects. Finally, union members and non-members differed regarding promotion opportunities: Union members were more satisfied with their promotion opportunities than non-union members. On the basis of the findings, implications and future research priorities are discussed.

Promoting authenticity through celebrity brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amanda Kennedy ◽  
Stacey M. Baxter ◽  
Alicia Kulczynski
Keyword(s):  
Design Methodology ◽  
Consumer Attitudes ◽  
Purchase Intentions ◽  
Consumer Perceptions ◽  
Positive Outcomes ◽  
Content Type ◽  
Monetary Compensation ◽  
High Level ◽  
Practical Implications

Purpose This paper aims to examine the importance of celebrity brands in influencing consumer perceptions of celebrity authenticity, which drives positive consumer attitudes and intentions. In addition, the notion of low-celebrity investment is investigated as a factor that diminishes the positive outcomes associated with celebrity brands. Design/methodology/approach Study 1 examines the effect of brand situation (endorsement versus celebrity brand) on consumer attitudes and intentions. Studies 2 and 3 investigate the role of celebrity authenticity in explaining the effects observed in Study 1. Study 4 examines celebrity investment as a bound of the phenomenon. Findings Study 1 demonstrates that consumers report heightened attitudes and intentions towards celebrity brands when compared to endorsements. Studies 2 and 3 provide evidence that authenticity explains the effects observed in Study 1. Results of Study 4 show that when consumers are aware of low-celebrity investment, the celebrity is viewed as inauthentic regardless of brand situation. Research limitations/implications This research is limited as it focuses only on known celebrity endorsers who were matched with products that had a high level of fit. In addition, purchase intentions were measured as opposed to the study of actual purchase behaviour. Practical implications This research has important implications for the development of endorsements and celebrity brands by demonstrating that consumers view celebrities as authentic when they are involved with brands for reasons other than monetary compensation. Originality/value This research shows that consumers have heightened attitudes and intentions towards celebrity brands compared to endorsements. This research identifies celebrity authenticity as the process underlying the observed phenomenon. However, celebrity investment is identified as a boundary condition demonstrating that knowledge of low investment results in a celebrity being viewed as inauthentic.

Longitudinal Pathways to Influenza Vaccination Vary With Socio-Structural Disadvantages

2021 ◽  
Author(s):  
Bita Fayaz Farkhad ◽  
Alexander Karan ◽  
Dolores Albarracín
Keyword(s):  
Influenza Vaccination ◽  
Future Research ◽  
Structural Factors ◽  
Research Needs ◽  
Knowledge And Attitudes ◽  
Nationally Representative ◽  
Moderating Role ◽  
Vaccination Knowledge ◽  
Lower Educational Attainment

Abstract Background Although influenza vaccination can prevent influenza-related deaths, uptake remains low, particularly in disadvantaged populations. Purpose A theoretical model of psychological pathways to vaccination accounting for the direct and moderating role of socio-structural factors was tested. The study sought to understand the joint contributions of psychological (i.e., knowledge, attitudes, and intention) and socio-structural factors (i.e., income, education, and insurance) to influenza vaccination, prospectively. Methods A nationally representative empaneled sample of over 3,000 U.S. adults answered questions about vaccination knowledge, attitudes, and intentions, as well as actual vaccination across five timepoints from September 2018 to May 2019. Socio-structural factors were examined as moderators. Results Findings revealed strong positive associations between knowledge and attitudes, attitudes and intentions, as well as intentions and subsequent vaccination. Importantly, health insurance moderated the associations between attitudes and intentions and between intentions and vaccination, such that those without insurance had weaker associations between attitudes and intentions and between intentions and vaccination. In addition, education moderated the path from knowledge to attitude and from intentions to vaccination, such that people with lower educational attainment had weaker associations between knowledge and attitudes and between intentions and vaccination. Conclusions Socio-structural factors act as barriers to the influence of knowledge on attitudes, attitudes on intentions, and intentions on behavior. Future research needs to be mindful of the specific paths disrupted by social disadvantages and examine ways to intervene to decrease those effects.

The moderating role of social themes in cause-related marketing advertisements

2018 ◽  
Vol 15 (4) ◽  
pp. 433-454 ◽  
Author(s):  
Thamaraiselvan Natarajan ◽  
Daniel Inbaraj Jublee ◽  
Dharun Lingam Kasilingam ◽  
Gladys Stephen
Keyword(s):  
Cause Related Marketing ◽  
Moderating Role

scholarly journals Attribution of success and failure in intercultural service encounters: the moderating role of personal cultural orientations

2016 ◽  
Vol 30 (6) ◽  
pp. 643-658 ◽  
Author(s):  
Jackie L.M. Tam ◽  
Piyush Sharma ◽  
Namwoon Kim
Keyword(s):  
Service Delivery ◽  
Critical Incident ◽  
Future Research ◽  
Service Encounters ◽  
Service Firms ◽  
Content Type ◽  
Delivery Outcome ◽  
Cultural Orientations ◽  
Moderating Role

Purpose This paper aims to examine the role that personal cultural orientations play in customer attributions in intercultural service encounters. Design/methodology/approach A conceptual model was developed depicting the relationships between service delivery outcome, personal cultural orientations and customer attributions. Data were collected from 640 Chinese and Western customers using scenario-based experiments in a restaurant context to assess the hypothesized relationships in the model. Findings The findings show that compared to service delivery success, customers tend to hold service employee and firm responsible for service delivery failure rather than themselves and cultural differences. Moreover, personal cultural orientations partially moderated the influence of the service delivery outcome on customer attributions. Research limitations/implications Future research could adopt different methodologies such as critical incident techniques and surveys to replicate the study. Practical implications Service firms are recommended to design programs to influence customer attributions such as “customer education programs” and “customer appreciation programs” to achieve high customer satisfaction. Originality/value This study examines the differences in customer attributions between successful vs unsuccessful service delivery. It also sheds light on the potential moderating role of personal cultural orientations on the relationship between service delivery outcome and customer attributions.

scholarly journals Effects of Self-Control on Subjective Well-Being: Examining the Moderating Role of Trait and State Motivation

2022 ◽  
Vol 12 ◽  
Author(s):  
Guojun Zhao ◽  
Fusen Xie ◽  
Yuchen Luo ◽  
Yixuan Liu ◽  
Yuan Chong ◽  
...  
Keyword(s):  
Well Being ◽  
Ego Depletion ◽  
Self Control ◽  
Future Research ◽  
Subjective Well Being ◽  
The Relationship ◽  
State Motivation ◽  
Positive Effect ◽  
Moderating Role

It is well documented that self-control has a positive effect on individuals’ subjective well-being. However, little research has focused on the moderators underlying this relationship. The present research used two studies to examine the moderating role of both trait and state motivation on the relationship between self-control and subjective well-being using psychometric and experimental models, respectively. In Study 1, we explored whether trait motivation (including promotion vs. prevention motivation) moderated the relationship between trait self-control and subjective well-being using a psychometric model. In Study 2, we examined the moderating effects of both trait and state motivation on the effect of state self-control (measured via ego depletion) on subjective well-being using an experimental model. Our results indicated that self-control had a positive effect on subjective well-being, with this relationship being primarily moderated by prevention motivation. When state and trait prevention motivations were congruent, self-control had the most obvious impact on subjective well-being. This study suggests that current understandings around the association between self-control and happiness is limited, implying that motivation should be the focus of future research.

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