scholarly journals The Dual Processing of Donation Size in Cause-Related Marketing (CRM): The Moderating Roles of Construal Level and Emoticons

2018 ◽  
Vol 10 (11) ◽  
pp. 4219 ◽  
Author(s):  
Dongho Yoo ◽  
Jung-Ae Kim ◽  
Sun-Jae Doh
Keyword(s):  
Construal Level ◽  
Dual Processing ◽  
Negative Effects ◽  
Consumer Responses ◽  
Size Information ◽  
Positive Effects ◽  
Cause Related Marketing ◽  
Intention To Participate ◽  
Corporate Social

Donation size is known to be one of the factors that determines the success of cause-related marketing (CRM), which is the most practical form of corporate social responsibility (CSR). Although various studies have investigated the influence of donation size on CRM, they have not shown clear results. In addition, no research has examined the mechanism of how consumers process donation-size information. In this study, we examined the effect of donation size on consumer responses, focusing on the differences in perceived benefits and perceived monetary sacrifice according to the construal level. Furthermore, we investigated the role of emoticons as a way to increase the intention to participate in CRM by lowering the consumers’ perceptions of monetary sacrifice. Study 1 showed that for consumers with a higher construal level who perceive donation size as benefits, donation size had positive effects on consumer responses, whereas for those with a lower construal level who perceive donation size as monetary sacrifice, it had negative effects on their responses. Study 2 showed that emoticons attenuated the interaction effect of donation size and construal level. Finally, the implications of this study are discussed.

scholarly journals Effects of Employee Sickness Presence on Customer Repurchase and Recommendation Intentions: The Role of Customer Affective Reactions

2021 ◽  
Author(s):  
Carolin Dietz ◽  
Hannes Zacher
Keyword(s):  
Service Sector ◽  
Productivity Loss ◽  
Phone Call ◽  
Negative Effects ◽  
Disease Avoidance ◽  
Positive Effects ◽  
Sickness Presence ◽  
Organizational Consequences ◽  
Health Deterioration

AbstractSickness presence can have important individual and organizational consequences, such as health deterioration or productivity loss. Additional risks, such as negative customer reactions, may be particularly relevant in the service sector. Based on affective events theory and appraisal theories, we hypothesize that employee sickness presence negatively impacts customer repurchase and recommendation intentions. Furthermore, we explore potential affective mechanisms of these effects, including disease avoidance, personal anger, moral outrage, post-consumption guilt, and customer compassion for the employee. We conducted four studies, including three experimental vignette methodology studies (Ns = 227, 72, and 763) and a qualitative study (N = 54). In Study 1, employee sickness presence had negative effects on repurchase and recommendation intentions. Results of Study 2 show that customers experienced disgust, fear, anger, guilt, compassion, and indifference in response to sickness presence. In Study 3, anger explained the negative effects of employee sickness presence on repurchase and recommendation intentions, while appraisals of moral fairness were negatively related to both customer intentions. Finally, in Study 4, disgust and anger explained negative effects, while fear, guilt, and compassion explained positive effects of employee sickness presence on customer intentions. Appraisals of goal incongruence, reduced agency of the customer, and uncertainty were negatively related to customer intentions. The physical absence of the customer in the service encounter (phone call) mitigated the experience of disgust, fear, and anger, whereas it exacerbated feelings of compassion for the ill employee.

scholarly journals The Role of Anthropomorphic Messengers in Sustainable Participatory Corporate Social Responsibility: Focusing on Messenger’s Facial Expression and Participation Effort

2021 ◽  
Vol 13 (8) ◽  
pp. 4365
Author(s):  
Yunjeong Ahn ◽  
Jieun Lee
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Facial Expression ◽  
Consumer Participation ◽  
Future Research ◽  
Intention To Participate ◽  
Effective Level ◽  
Corporate Social ◽  
Academic Interests

This study examines the role of participation effort, focusing on the effect of anthropomorphic messengers’ facial expression on consumers’ perception in the context of corporate social responsibility (CSR). CSR activities requiring consumer participation can elicit their positive responses. Although companies’ interests in participatory CSR are increasing, academic interests in this area are still insufficient. Existing studies have not provided clear results on the effective level of participation effort and its effect on consumers’ perception of CSR activities. In this context, we conducted a study that investigated the effect of participation effort, focusing on the facial expression of an anthropomorphic messenger. The study shows that participation effort has a positive relationship with the intention to participate in CSR because consumers perceive messengers with a sad facial expression as victims. However, they perceive messengers with a happy facial expression as marketing agents. Hence, participation effort decreases participation intention. Finally, we discuss the meaning of the study and propose suggestions for future research.

The effect of consumers' religiosity on consumer ethics: the mediating role of ethical ideology

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Denni Arli ◽  
Fandy Tjiptono
Keyword(s):  
Consumer Ethics ◽  
Ethical Ideology ◽  
Negative Effects ◽  
Content Type ◽  
Mediating Role ◽  
Positive Effects ◽  
Central Java ◽  
Consumer Ethics Scale ◽  
The Impact

PurposeReligious doctrines generally encourage people to behave ethically. However, in daily life, individuals notice inconsistencies between religious beliefs and behavior, leading them to ask, in the context of commerce, why religious consumers would behave unethically. The purpose of this study was to investigate the impact of consumers' intrinsic and extrinsic religiosity on their ethical behavior. Specifically, the moderating effect of ethical ideology on the relationship between Indonesian consumers' religiosity and their ethics was examined by means of a survey.Design/methodology/approachThe data derived from the questionnaire were complemented by convenience samples of Indonesians living in Daerah Istimewa Yogyakarta (DIY) in central Java. The researchers distributed 600 questionnaires in two major shopping malls and several housing areas in the region, of which 467 were completed and returned, for an overall response rate of 77.8%.FindingsThe results indicated that the participants' intrinsic religiosity negatively impacted their ethical beliefs and was mediated by their idealistic ethical ideology. The present study also found that idealism had negative effects on three of the four dimensions of the consumer ethics scale (CES) (actively benefiting, passively benefiting and questionable behavior), while relativism had positive effects on two of the dimensions (passively benefiting and questionable behavior.Research limitations/implicationsOne limitation of the present study was that the analysis did not distinguish among the religions practiced by the respondents to the questionnaire.Originality/valueThis is one of the first few studies investigating the mediating role of ethical ideology in a religious society. This study contributes to the literature on these issues in theoretical and managerial terms by extending the Hunt-Vitell theory (1986) to the context of consumer ethics.

scholarly journals Accessibility and attractiveness of primary care services in Algeria: Models of spatial interaction of the NHPF of the Eastern Health Region

2017 ◽  
Vol 1 (2) ◽  
pp. 24-34
Author(s):  
Nasreddine AISSAOUI ◽  
Said BRIKA
Keyword(s):  
Spatial Interaction ◽  
Eastern Health ◽  
Negative Effects ◽  
Positive Effects ◽  
Care Services ◽  
Primary Care Services ◽  
Eastern Algeria ◽  
The One ◽  
Financial Allocation

The restructuring of basic health care structures represented by public institutions nearby care in Algeria, according to Executive Decree 07/140 of 19 May 2007, could have effects both positive and negative: positive effects as we quote the approximation of diversified health services towards the citizen. As for the negative effects they live in ignorance of the real role of this kind of structure, namely the prevention in the broad sense of the term before the one of care. Among the results of our case study on the 7 wilayas of eastern Algeria, we noted: a small financial allocation and a shortage of medical and paramedical human resources, which have frozen the role of these NHPF, and which have favored the caregiver’s recourse to hospital emergencies. On the other hand, we have also noticed the sufficient number of these structures throughout all the communes of the country and their proximity to the living environments, despite the derisory number of services rendered, which were able to meet certain needs of the inhabitants.

Embracing supply base complexity: the contingency role of strategic purchasing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Melek Akın Ateş ◽  
Huriye Memiş
Keyword(s):  
Performance Criteria ◽  
Measurement Properties ◽  
Hierarchical Regression ◽  
Structured Interviews ◽  
Negative Effects ◽  
Content Type ◽  
Strategic Purchasing ◽  
Positive Effects ◽  
Confirmatory Factor

PurposeThis paper aims to empirically examine the moderating role of strategic purchasing on the relationship between supply base complexity (SBC) and purchasing performance.Design/methodology/approachSurvey data were collected from 209 firms listed in the Capital Top 500 Firms of Turkey. Measurement properties were assessed via confirmatory factor analysis, and the conceptual model was tested via hierarchical regression analysis. A supplementary analysis based on 14 semi-structured interviews was conducted to provide further insights on the survey findings.FindingsRegarding structural SBC, the results suggest that horizontal complexity and supplier interaction improve purchasing performance, but only in firms with high strategic purchasing. By contrast, spatial complexity reduces purchasing performance in firms with high strategic purchasing, while supplier differentiation does not have any effect. Regarding dynamic SBC, the results show that both delivery complexity and supplier instability reduce purchasing performance when firms have low strategic purchasing. Interviews further suggest that firms with high strategic purchasing leverage the positive effects and mitigate the negative effects of SBC by having a long-term focus, considering multiple performance criteria and adopting advanced purchasing practices.Practical implicationsIn contrast to what is widely posited in the existing literature, the nuanced findings of this study reveal that complexity is not always detrimental. The results suggest that practitioners should aim for high levels of strategic purchasing to suppress the negative effects of SBC while leveraging its benefits.Originality/valueBy investigating the contingency role of strategic purchasing, this study provides novel insights into the under-investigated issue of how to best “manage” SBC.

A study of consumer responses to sustainability strategies in the hotel industry : examining the efficacy of corporate social responsibility

2014 ◽  
Author(s):  
◽  
Sung-Bum Kim
Keyword(s):  
Customer Loyalty ◽  
Customer Relationship ◽  
Marketing Tactics ◽  
University Of Missouri ◽  
Consumer Responses ◽  
Positive Effects ◽  
Corporate Associations ◽  
Sustainability Strategies ◽  
Corporate Social ◽  
The University

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] The empirical findings in the current dissertation reveal that corporate associations (i.e., CA and CSR) are a significant antecedent to customer relationship quality (i.e., satisfaction and trust) for the context of this dissertation. As expected, corporate associations exert positive effects on satisfaction and trust within the hotel context. Hence, relationship-based marketing tactics are essential for building mutually beneficial, long-term relationships. While some studies propose that CSR associations directly generate more customer loyalty without requiring the intervention of mediating variables, this study makes a contribution to the field by examining the variables that mediate the link between corporate associations and customer loyalty via satisfaction and trust, as well as the moderating variable of transparency links between CSR associations, satisfaction, trust on customer loyalty.

scholarly journals A Qualitative Study of Cause-Related Marketing Campaigns and Consumers’ Purchase Intention of On-Demand Ride Services in Egypt

2019 ◽  
Vol 5 (1) ◽  
pp. 26
Author(s):  
Rana Essam Shazly ◽  
Abeer A. Mahrous
Keyword(s):  
Purchase Intention ◽  
Qualitative Interviews ◽  
Negative Effects ◽  
Consumer Responses ◽  
Factors Affecting ◽  
On Demand ◽  
Cause Related Marketing ◽  
Corporate Credibility ◽  
Social Venture ◽  
Cause Involvement

Corporate Social Responsibility (CSR) has become a matter of interest for academics and practitioners especially in the form of Cause-Related Marketing (CRM). The paper aims to revisit CRM campaign dimensions shaping consumer responses in terms of attitude toward firms and purchase intention in a less research market such as Egypt. Exploratory qualitative interviews were employed of thirteen in-depth interviews and one focus group (seven participants) with Egyptians using on-demand ride services. The current study shed the lights on the main CRM campaign factors affecting purchase intention and firm attitude. Those factors are cause involvement, consumers’ participation effort, company-cause fit, corporate credibility, altruistic attribution, campaign feedback, socio-demographic dimensions, and skepticism. Results revealed that campaign feedback has a master effect on consumers’ attitudes and purchasing behavior and wasn’t studied heavily in the literature. Also, the importance of the cause itself and how consumers are personally involved in the social issue is of great concern. Consumers’ skepticism and degree of participation effort required from consumers result in negative effects on their attitude toward firms which in turn affect their purchase intention. Yet, managers should inform consumers by how the company is using their donations, additionally; they should hamper consumers’ skepticism and enhance their trust in the socially conscious brands. People have to be updated with the campaign’s achievement and progress on a regular base. Eventually, determining the antecedents of CRM campaigns would help managers in selecting the best partners for an effective social venture.

How brand concepts represented as human values promote evaluation

2019 ◽  
Vol 32 (6) ◽  
pp. 1194-1213 ◽  
Author(s):  
Yi Wu ◽  
Yuanyuan Cai ◽  
Jiaxun He
Keyword(s):  
Design Methodology ◽  
Situational Factors ◽  
Human Values ◽  
Construal Level ◽  
Personal Factors ◽  
Content Type ◽  
Consumer Responses ◽  
The Third ◽  
Brand Concept

Purpose The purpose of this paper is to examine how incidental emotions interact with brand concepts that are represented as human values to influence consumers’ attitude toward brands. It also explores the effect of construal level on such interactional effect. Design/methodology/approach Three incidental emotion × brand concepts between-subject experiments were performed on consumers. The first two experiments used real brands as stimuli, while the third one featured a fictitious brand. Findings Results revealed that the motivational congruency between incidental emotions and brand concepts leads to favorable consumer responses toward the targeted brand by inducing an experience of fluency. However, such effect only emerges among consumers with a high construal level. Originality/value This paper provides a new insight about the effect of brand concept represented as human values by identifying the role of situational factors (incidental emotions) and personal factors (chronic construal level), which are also easily administered and applied in everyday marketing contexts.

scholarly journals PROPOSED MODELS FOR CSR MARKETING COMMUNICATIONS ON FACEBOOK BASED ON COMPANY-CAUSE FIT AND CONSUMER RESPONSES

2021 ◽  
Vol 3 (8) ◽  
pp. 98-118
Author(s):  
Ronnie Pangan ◽  
Jaehak Shim
Keyword(s):  
Regression Analysis ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
The Philippines ◽  
The Other ◽  
Marketing Communications ◽  
Consumer Responses ◽  
Cause Related Marketing ◽  
Within Subjects ◽  
Corporate Social

Businesses should use Corporate Social Responsibility (CSR) marketing communications to show genuine support for stakeholders affected by the Covid19 pandemic. Two forms of CSR marketing communications were focused on: cause-related marketing (CRM) and cause sponsorship (CS). This research looked into how CRM and CS impact customer responses to: a) like/join the company's Facebook page, b) exchange CSR activities through eWOM (electronic word-of-mouth), and c) intention to buy the company's products and services (purchase intention). The company-cause fit was the dependent variable that was tested against the three responses. A survey-based within-subjects experiment of CRM and CS x 2 (good fit / bad fit) was conducted on active Facebook users aged 18 to 64 years old. Ten (10) pre-selected firms from the Philippines' Top 30 Businesses were listed, These companies released both CRM and CS Facebook posts. The CRM posts were shown to half of the sample size (n=136), while the CS posts were shown to the other half (n=136) and rated by a questionnaire. This research suggested models based on regression analysis and modeling that would advise companies how to better conduct CRM and CS online operations in order to maximize investments, especially during periods of crisis like the Covid19 pandemic.

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