More innovative but less socially responsible: The influence of using metaphors in marketing communications on product perception, choice, and adoption intention

2021 ◽  
Author(s):  
Jonathan Luffarelli ◽  
Stephanie Feiereisen ◽  
Alice Zoghaib
Keyword(s):  
Marketing Communications ◽  
Socially Responsible ◽  
Product Perception ◽  
Adoption Intention

Socially Responsible Target Marketing and Marketing Communications – Concerns and Initiatives

2022 ◽  
Vol 13 (1) ◽  
pp. 0-0
Keyword(s):  
Personal Selling ◽  
Consumer Welfare ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Socially Responsible ◽  
Target Marketing ◽  
Consumer Privacy ◽  
Unethical Practices ◽  
Business Excellence ◽  
Deceptive Advertising

Companies are in business to generate revenues and profits and achieve business excellence. Now-a-days, companies are becoming sensitive towards their social responsibilities of ensuring not only consumer welfare but also the welfare of all stakeholders including the society at large. Companies do target marketing and marketing communications to communicate about their offerings to target markets. They adopt socially responsible target marketing, marketing communications, and advertising campaigns. Various issues in advertising campaigns include deceptive advertising, and unethical practices in fashion advertising and in cosmetics industry. Companies adopt advertising campaigns for social causes, socially responsible sales promotion, and personal selling. Companies should ensure consumer privacy, safety, and security. Various stakeholders want to be assured that businesses care about their welfare. Businesses should ensure consumer welfare and welfare of the society at large. This will allow them to achieve business excellence and stay ahead in the competition.

Market Reforms in Russia: Can the Vicious Circle Be Teared Open?

2004 ◽  
pp. 114-128
Author(s):  
V. Nimushin
Keyword(s):  
Economic Policy ◽  
Comparative Analysis ◽  
Historical Context ◽  
Vicious Circle ◽  
Modern World ◽  
Market Reforms ◽  
Main Task ◽  
Forward Movement ◽  
Socially Responsible ◽  
The Way

In the framework of broad philosophic and historical context the author conducts comparative analysis of the conditions for assimilating liberal values in leading countries of the modern world and in Russia. He defends the idea of inevitable forward movement of Russia on the way of rationalization and cultivation of all aspects of life, but, to his opinion, it will occur not so fast as the "first wave" reformers thought and in other ideological and sociocultural forms than in Europe and America. The author sees the main task of the reformist forces in Russia in consolidation of the society and inplementation of socially responsible economic policy.

Developing design literacy through brand-based artefacts

2019 ◽  
Vol 2 (1) ◽  
Author(s):  
Catarina LELIS
Keyword(s):  
Empirical Study ◽  
Focus Groups ◽  
Design Process ◽  
Basic Design ◽  
Willingness To Participate ◽  
Socially Responsible ◽  
Interaction Structure ◽  
Functional Prototype ◽  
High Willingness

The brand is a powerful representational and identification-led asset that can be used to engage staff in creative, sustainable and developmental activities. Being a brand the result of, foremost, a design exercise, it is fair to suppose that it can be a relevant resource for the advancement of design literacy within organisational contexts. The main objective of this paper was to test and validate an interaction structure for an informed co-design process on visual brand artefacts. To carry on the empirical study, a university was chosen as case study as these contexts are generally rich in employee diversity. A non-functional prototype was designed, and walkthroughs were performed in five focus groups held with staff. The latter evidenced a need/wish to engage with basic design principles and high willingness to participate in the creation of brand design artefacts, mostly with the purposeof increasing its consistent use and innovate in its representation possibilities, whilst augmenting the brand’s socially responsible values.

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