For-profit or non-profit brands: Which are more effective in a cause-related marketing programme?

2012 ◽  
Vol 20 (3) ◽  
pp. 218-231 ◽  
Author(s):  
Ilaria Baghi ◽  
Veronica Gabrielli
Keyword(s):  
Non Profit ◽  
For Profit ◽  
Cause Related Marketing

scholarly journals Brand prominence in cause-related marketing: luxury versus non-luxury

2018 ◽  
Vol 27 (6) ◽  
pp. 716-731 ◽  
Author(s):  
Ilaria Baghi ◽  
Veronica Gabrielli
Keyword(s):  
Purchase Intention ◽  
Past Research ◽  
Moderated Mediation ◽  
Content Type ◽  
Non Profit ◽  
For Profit ◽  
Cause Related Marketing ◽  
Practical Guidelines ◽  
Branded Product

Purpose Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives can be implemented as co-branding strategies. Little is known, however, about the role of brand prominence, in terms of visual conspicuousness of the two brands that are partner-involved (for-profit and non-profit brands). This study aims to advance a model of moderated mediation that explains how and under what circumstances brand prominence disparity enhances consumers’ attitudes toward CRM co-branded products and increases purchase intention Design/methodology/approach The authors test a model of moderated mediation in two studies. Study 1 shows that the effectiveness of brand prominence disparity is explained by the mediating role of attitude toward a CRM co-branded product. Study 2 demonstrates that this mediation is moderated by the positioning of the for-profit brand partner (luxury vs non-luxury positioning). Findings Results show that brand prominence disparity has a role in defining consumers’ purchase intention toward a CRM co-branded product through mediation of attitude. Moreover, positioning of the for-profit brand partner moderates the cognitive processes activated by the visual brand prominence. In luxury positioning, a loud visual prominence of the for-profit brand significantly improves consumers’ attitudes and intentions to buy the CRM co-branded product. Originality/value The study extends our understanding of how visual brand presence can promote the effectiveness of co-branded CRM initiatives, and it offers practical guidelines for marketers wishing to partner with social causes, while promoting products with luxury or non-luxury features.

Corporate Social Responsibility and Digital Tools

2019 ◽  
pp. 1-16
Author(s):  
M. Mercedes Galan-Ladero ◽  
Clementina Galera-Casquet
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Digital Technologies ◽  
Digital Tools ◽  
Non Profit ◽  
Product Categories ◽  
For Profit ◽  
Cause Related Marketing ◽  
Social Cause ◽  
Corporate Social

Cause‐related marketing (CRM) is one of the most relevant corporate social responsibility (CSR) initiatives nowadays and is being employed by numerous brands across product categories. The most important characteristics are (1) there is a link between a for-profit business and a non-profit organization (NPO) in order to support a social cause and (2) corporate donation is conditioned by sales, that is, CRM ultimately depends on consumer behavior. In this chapter, we focus on CRM programs carried out in a digital context. Thus, our aim is to understand their fundamental features and the main digital technologies used. Our findings show a massive use of digital technologies in CRM campaigns. Different digital tools are currently combined in the same program, complementing them with conventional mass media. The main advantages of this combination are a quick diffusion of the CRM programs, and a global impact.

scholarly journals Performance Evaluation of Sheltered Workshops. Does Legal Status Matter?

2021 ◽  
Vol 13 (3) ◽  
pp. 1100
Author(s):  
María-Celia López-Penabad ◽  
José Manuel Maside-Sanfiz ◽  
Juan Torrelles-Manent ◽  
Carmen López-Andión
Keyword(s):  
Economic Efficiency ◽  
Social Enterprise ◽  
Market Integration ◽  
Legal Status ◽  
Economic Returns ◽  
Truncated Regression ◽  
Social Efficiency ◽  
Non Profit ◽  
Sheltered Workshops ◽  
For Profit

Social enterprise pursues both social and economic goals and is recognized as a formula for achieving sustainable development. Sheltered workshops (SWs) are a manifestation of this phenomenon, their main objective being the labor market integration of disabled people. In this paper, the efficiency of SWs has been studied taking into account the operational and the core social aspects, as well as their distinct nature, namely for-profit or non-profit status. Additionally, we have analyzed the relationship between the social efficiency and the economic returns of these entities. To do this, a semiparametric methodology, combining different data envelopment analysis (DEA) models with truncated regression estimation has been used. It is the non-profit and top-performing SWs that achieve the best social and economic efficiency. For-profit and low-performing SWs show further reductions in social efficiency as a result of the economic crisis and uncertainty in subsidy-related public policies. Their extensive social proactiveness and high economic strength in the crisis period positively influenced their social and economic efficiency. We have also proven that it is the most profitable SWs that have the greatest social efficiency. We consider that our results constitute a useful complement to other evaluation models for social enterprise.

scholarly journals The Transnationalization of Labor Mobility: Development Trends and Selected Challenges Involved in Its Regulation

2017 ◽  
Vol 9 (2) ◽  
pp. 115
Author(s):  
Ludger Pries ◽  
Martina Maletzky
Keyword(s):  
Labor Mobility ◽  
Ideal Types ◽  
Non Profit ◽  
Labor Conditions ◽  
For Profit ◽  
Cross Border ◽  
Mass Migration ◽  
Different Types ◽  
Term Labor

Internationalization of value chains and of for-profit as well as non-profit organizations, and as a result of cheaper and safer mass migration, transnational labor mobility is of increasing importance. The article presents the development of the different types of cross-border labor mobility (from long-term labor migration over expatriats/inpatriats up to business traveling); it analyses crucial aspects of labor conditions and how the collective regulation of working, employment and participation conditions in general is affected: could local or national forms of labor regulation cope with these new conditions? What are the main challenges when it comes to collective bargaining and the monitoring of labor conditions? The article is based on a three year international and comparative research in Germany and Mexico. First, different ideal types of transnational labor mobility are distinguished that have emerged as a result of increasing cross-border labor mobility. Then potential sources of labor related social inequality and challenges in the regulation of the working, employment and participation conditions for transnational workers are discussed. Finally, some conclusions are drawn for further research.

scholarly journals Social Non-profit Bioentrepreneurship: Current Status and Future Impact on Global Health

2021 ◽  
Vol 9 ◽  
Author(s):  
Amir H. Sadeghi ◽  
Charlotte Koldeweij ◽  
Grissel Trujillo-de Santiago ◽  
Milad Tannazi ◽  
Nikkie Hosseinnia ◽  
...  
Keyword(s):  
Global Health ◽  
Business Strategy ◽  
Public Awareness ◽  
Current Status ◽  
Multidisciplinary Teams ◽  
Health Issues ◽  
Success Rates ◽  
Term Survival ◽  
Non Profit ◽  
For Profit

For-profit biotechnological and pharmaceutical companies have played an essential role in the research and development (R&D) of innovative medical products and drugs for many decades and embody a trillion-dollar industry. The past decades have been marked by an increase in growth of social non-profit biotechnology companies and organizations led by entrepreneurs committed to solve (global) health issues. In this review, we define the concept of social bioentrepreneurship and consider the potential impact of such ventures on global health. We analyse the current status of non-profit biotechnology and clarify the strategy, motivation, funding, and marketing techniques of these enterprises. We find that these non-profit ventures mainly focus on neglected and rare diseases by using different but also similar funding, marketing, and business strategy approaches to for-profit biotechnology enterprises. We also identify good leadership, multidisciplinary teams, and public awareness as key components to achieve long-term survival and higher success rates. Challenges faced by bioentrepreneurs include the lack of a clearly defined regulatory environment or governmental incentives to support their endeavors. Overall, with this qualitative data review and market analysis we draw a promising picture of social non-profit bioentrepreneurship and underscore its current and future impact on global health issues.

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