CSR motives on situational scepticism towards luxury brands

PurposeThe purpose of this study is to examine how perceived corporate social responsibility (CSR) motives may influence situational scepticism towards luxury brands and its effects on brand resonance, resilience to negative information and consumer advocacy of luxury brands. The moderating role of perceived fit towards luxury brand CSR initiatives is also investigated.Design/methodology/approachAn experimental approach on a 2 × 2 matrix was used. Data are collected through a consumer panel.FindingsValues-driven motives were found to lead to lower consumer situational scepticism and egoistic-driven motives would lead to higher levels of consumer situational scepticism. While higher consumer situational scepticism leads to lower brand resonance, there is no significant relationship between scepticism and resilience to negative information and consumer advocacy. The findings also suggest that perceived fit moderates the relationship between consumer situational scepticism to resilience to negative information and consumer situational scepticism to consumer advocacy.Originality/valueThe key originality of the study is that it provides empirical insights into situational scepticism of CSR initiatives and its influence in consumer and management outcomes in luxury brands.

Communicating Environmental CSR towards Consumers: The Impact of Message Content, Message Style and Praise Tactics

While engaging in corporate social responsibility (CSR) has gradually become mainstream in the business context, the investigation of CSR communication and its effectiveness remains limited. This study examines how environmental CSR communication affects consumer perception and behavior through an experiment design. We distinguish three CSR communication factors—message content (climate responsibility vs. sustainable use of natural resources), message style (greenhushing vs. uniform vs. greenwashing) and praise tactics (consumer praise vs. company praise)—and assess their impacts on consumer trust, purchase intention and consumer advocacy, respectively. We also investigate the moderating role of attributed intrinsic and extrinsic corporate motives on engaging in environmental CSR. An online experiment (N = 304) revealed that a uniform message style outperforms the other two styles, whereas greenwashing is found to be least effective. In addition, attributed intrinsic corporate motives moderate the impacts of environmental CSR communication on consumer trust, purchase intention and consumer advocacy, respectively. No moderation effect was found for attributed extrinsic corporate motives. The findings provide important implications for effective environmental CSR communication with respect to specific message styles and attributed corporate motives.

Creating the Violetta Stationary Startup Business Using the Value Proposition Canvas

The value co-creation function is a tool for the industry to increase the value added of their offers to increase the level of satisfaction and customer loyalty. Value in this study refers to the service quality required of companies that operate based on consumer advocacy services. The aim of this study was to identify from consumers the value of retail stationary, to assist researchers in finding suitable strategies for opening a stationary store. This study used a qualitative approach with purposive sampling with a research subject of consumers. There were 8 informants in this study. The study found the service quality suitable based on Value Proposition Canvas (VPC). These results can be used to open an online shop platform such as shopee. Keywords: value, value proposition canvas, business model canvas

Information credibility and organizational feedback; a solution to plethora of consumer advocacy, brand avoidance and community usefulness

Purpose This study aims to investigate the impact of consumer advocacy on community usefulness and brand avoidance. Moreover, the study scrutinizes the mediating role and impact of organizational feedback/response and moderating role of information credibility. Design/methodology/approach The explanatory and cross-sectional research design was used in the study. Primary data were collected from broadband internet users and 249 responses gathered across the country. The study sample comprises of individuals sharing unfavorable service experiences on social media. Findings The key findings of the study highlight that consumer advocacy is a type of complaining method, which is used to help other society members; hence, there is a strong relationship among consumer’s advocacy and society’s usefulness. Brand avoidance is the outcome of stronger reactions by consumer advocates and through efficient organizational feedback, the impact of advocacy can be mitigated. Moreover, the study found that effective organizational explanations can be a useful remedy to brand avoidance. Furthermore, the research revealed that information credibility does not moderate the relationship between consumer advocacy and brand avoidance. Practical implications The study findings will help practitioners in determining effective strategies to restrict and control brand avoidance. Originality/value The social side of consumer argumentative behavior is still an under-research area, which is addressed in the paper. This is the unique study, which explores the mediating impact of organizational feedback on consumer advocacy, brand avoidance and usefulness for society in the implicit perspective.

The Why and the Wherefores

Though the digital loan industry is still in its diapers, the unprecedented growth of it is a concern to many stakeholders within the financial industry. In fact, the emerging apprehensions arising out of the process of lending, distribution, and use of the digital loans have become a cause for consumerism and consumer advocacy within this new emerging product category. Of great apprehension are issues relating to regulation, consumer privacy, and loan processing among others. With this regard, a survey was carried out in Nairobi County, Kenya with over 500 questionnaires being sent through email to respondents who fall within the middle-class category. A convenience sampling method was adopted for the study, and 243 were answered and returned. A further analysis was done given the objective of the study was to examine consumer and ethical concerns arising out of sale and marketing of digital loans. This chapter examines consumer issues arising out of the digital loan applications and addresses what the industry needs to do. It recommends the way forward in dealing with these issues.

PEOPLE DALAM MANAJEMEN PEMASARAN SYARIAH

Marketing very important for the advancement of a business, Could not be denied that marketing still play an important role in a business. With the marketing can help provide information about goods or services are offered by the company, in order to meet the needs and consumer advocacy in accordance with the market. People is all who involved in the producing the product and provide services products to consumer. A person who manufactures and markets a product also having sound judgment in the eyes of consumers. Employees is the main factors that must be considered by company in order to execute strategy company. All attitudes and the act of employees, manner of dress employees and appearance employees having influence to successful delivery of services. Talk about employees means is talk about competence (knowledge, skill, and attitude) and motivation. In support of the mission and vision of the company required employee who a reliable and of course by still uphold the syariah principle.