Search results

In the extant literature, the concepts of charity and philanthropy have been differentiated based on the belief that charity stems from religious motivations and philanthropy is often secular in origin. Accordingly, this paper aims to investigate whether there is a distinction between managerial practices regarding the given concepts as emphasized in the conceptual discussions.

To see the managerial practices, the authors determined bazaars, community fundraising events organized by nonprofit organizations (NPOs), as the research field. Then, this study followed the general systematic of qualitative research. Accordingly, the authors conducted 44 interviews with experienced bazaar organizers from 10 NPOs in total. Furthermore, four days of participant observation with field notes were made in each bazaar, which lasted from 7 to 10 days. This study also used archival data as a secondary data source and then analyzed all data with a content analysis technique.

This study found that the field practices mainly do not support the distinction drawn over the conceptual discussions. Both concepts are nouns describing the act of giving and helping the needy. They are actively performed based on different motives (religion-based and secular).

The relevant distinction is limited to the conceptual discussions and has not been supported by the findings obtained from the field. Also, most of the studies on helping were carried out in the Western context. Studies conducted outside these cultures are quite limited. The value of the current study lies in the fact that it was conducted in a cultural context different from the Western cultures and paves the pathway for future research.

This study reports findings about British advertising agency managers’ response patterns to a mail survey and four follow‐up techniques (original, photocopy, postcard and letter), which were manipulated to determine their individual impact on response rate. Findings should provide original insights to mail survey researchers planning to sample advertising agency managers in reducing both non‐response and sampling bias. The initial response rate was just over 18 per cent and four follow‐up techniques altogether lifted the overall response rate to a little less than 32 per cent. There are several statistically significant differences of importance to mail researchers in reducing non‐response bias and increasing response rate.

The purpose of this paper is to determine attitudes towards the advertising of certain controversial products/services and reasons for being offensive across four different countries, Malaysia, New Zealand, Turkey and the UK.

This was achieved by analyzing the responses to a questionnaire that was distributed to a convenience sample of university students in the four countries. A total of 954 were sampled for this study. The results indicated that geography is not a major determinant of attitudes, and that religious and historical factors play a very important role.

Of the 17 products presented, 11 resulted in similar answers for New Zealand and the UK, and seven were similar for Malaysia and Turkey. However, it was apparent that the two countries mostly populated by Muslims had some differences as Malaysia has a multicultural society that must make some allowances for other ethnic groups. It also appears that racism and racist images are of concern to all those sampled.

The opening up of regional markets and the development of regional and global media, such as satellite television and the internet, will mean that marketers will try to take advantage of the associated benefits of a standardized approach to advertising and promotional activities. For those involved in international marketing, it is important that they are aware of possible differences and cultural sensitivities when entering a new market or undertaking a standardized mass‐media campaign across a region, whether it be Australasia or Europe.

The purpose of this paper is to determine the relationship between consumer ethnocentrism and product attitudes, including country of origin, and to investigate whether ethnocentric tendencies and product attitudes vary by demographic variables.

Data for the study were collected through a face‐to‐face survey of consumers in Turkey. Of the 300 questionnaires distributed, 283 were accepted as usable for the study. Consumer ethnocentrism was measured by CETSCALE.

The findings show that shoppers with high levels of ethnocentricity are more likely to be less educated and to earn lower monthly income than those with low levels of ethnocentric tendency. As expected, those with low‐ethnocentricity levels perceive foreign products more favorably than their high‐ethnocentricity counterparts.

The study has two limitations. First, the research sample was located in only one Turkish city which is a clear constraint on the generalizibility of the results. Second, consumers were asked to evaluate the attributes of foreign‐origin products without reference to a specific product group.

These findings provide useful market intelligence for marketing strategists targeting Turkey, but must be generalized with caution.

This paper both supports and contributes to the existing literature by examining consumer ethnocentrism and country of origin together.

Both advertising and sponsorship are key areas of marketing communications activity, though the latter has acted as a somewhat “Cinderella” subject. In the heightened and increasing consumer‐oriented marketing communications world of the 1990s, this paper asks whether these two marketing communications methods exist in an uneasy alliance or strategic symbiosis. Given the press (both practitioner and academic) coverage concerning integrated marketing communications, it may seem self‐evident that the latter alternative is preferred, but a rationale behind this preferstment is advanced. Notably, the shared conventions of the two communications activities constitute the text of their interactions. This sharing, or as we have termed it, a symbiotic relationship, leads in turn to the what can be described as the unity of a marketing communications culture, or its objective (managerial) mind.

In a constantly changing and increasingly globalized world, religion still plays a significant role in influencing social and consumer behavior. This study will analyze what influence religion and intensity of belief has on attitudes towards the advertising of particular controversial products and services. A questionnaire was distributed to 1,393 people across six different countries and resulting in samples of four main religious groups. The results indicated some statistically significant differences between the groups, which can have important implications for global marketers.

This study empirically explores one of the important channel issues – the relationship between various channel support given to channel partners and the perceived (by managers) goal‐orientation of a firm. Results from an emerging market, India, indicate that perceived orientation towards both profitability and market share is not associated with any of the channel support considered. Growth orientation however is strongly associated with most of the channel support activities – both business (e.g., business advice, pricing and ordering assistance, and personnel training) as well as marketing (advertising support, sales promotional material, and inventory management assistance) oriented activities. In contrast, perceived sales volume orientation is only associated with advertising support and business advice, however, the relationship is negative. These findings have interesting implications for channel management and channel motivation.

The current study investigates the role of consumer ethnocentrism (CE) in the context of locally produced organic food. This research work further extends the extended theory of planned behavior (TPB) model by examining the mediating effect of extended TPB variables (ATT, SN, PBC, PV) between CE and PI for locally produced organic food.

Data were obtained from the visitors of two shopping malls situated in a large, heavily populated city of India using survey method. Further, two-step approach was applied to analyze the hypothesized model.

Findings indicate that CE is a substantial determinant of PI for locally produced organic food. Moreover, extended TPB mediates the relation between CE and PI for locally produced organic food.

Post Covid-19, market size of organic food is rapidly growing in India. In this regard, this study presents useful implications for the marketers of organic food for gaining better consumer insights to further develop appropriate marketing strategies.

CE has been found to be a useful predictor of their food attitudes. However, studies, investigating the role of CE in the context of sustainable food consumption, are scant. Moreover, studies exploring the mediating effect of extended TPB variables are also very limited.

Rooted in the social identity theory (SIT), the study analysed the effect of consumer ethnocentrism as well as other factors on the purchase of labelled regional agricultural products together with the readiness to purchase the labelled regional products at a premium price in Germany.

The determinants of the consumption of labelled regional agricultural products and the readiness to pay a premium price for the same in Southwestern Germany were analysed via both probit and ordered probit regressions, respectively.

Consumer ethnocentrism influences the purchase of labelled regional agricultural products as well as the readiness to purchase at a premium price. Also, consumer socioeconomic and product characteristics and knowledge and perceived benefits of regional products had a divergent influence on the purchase and readiness to purchase labelled regional agricultural products at a premium price.

In terms of limitation, even though the sample size was proper, it could be improved in other studies to validate the findings. Also, the study was limited to a limited number of counties in Southwestern Germany; hence future studies could explore a more extensive geographical space within the region.

The results can serve as a good source of information for improving the marketing of regional agricultural products. This study recommends that regional producers and marketers brand regional products with the region's name to capitalise on consumers' ethnocentric tendencies in the region. Further, regional products have to be sold in places where consumers with a certain degree of ethnocentrism are present. Results provided by this study are commonly applicable for all products, regardless of the type and regional origin, so that product-specific studies are no longer necessary, which reduces redundancy and marketing research costs, which are difficult to bear for small producers.

Germany has benefited immensely from the boom of regional marketing in Europe. Likewise, in Southwestern Germany, there is a growing interest in the production and marketing of regional products. As a result, several studies have investigated the factors influencing the purchasing of regional products in Germany. Nevertheless, literature and studies on the effect of ethnocentrism on the purchasing of regional agricultural products in Southwestern Germany are scanty.

The purpose of this paper is to investigate the effects of celebrity’s poses on consumer attitudes towards the endorsement advertisement by drawing from perceptual fluency hypotheses.

Study 1 used a single-factor, two-condition (distinctive pose and casual pose) between-subject design. Both Study 2a and Study 2b employed a single-factor, two-condition (distinctive pose, casual pose) between-subject design and tested the mediator of pose matchiness. Study 3 employed a 2 (pose condition: distinctive, casual)×2 (cognitive capacity: no load, load) between-subject design to test the moderator. All data were sourced from more than 600 respondents in China.

Study 1 illustrated that the existence of a distinctive pose can lead to higher consumer attitudes regarding advertising stimuli and the endorsed brands as well as more positive behavioural intentions towards endorsed products. Study 2a and Study 2b replicated such finding and demonstrated that the feeling of pose matchiness mediates the relationship between celebrities’ pose and endorsement outcomes. Study 3 further revealed that the cognitive capacity moderates such a relationship, that is, that the effect of a distinctive pose is stronger (lesser) when audiences’ cognitive capacity is loaded (not loaded).

Research efforts to date examining the nature of celebrity advertisement have been limited to celebrity’s faces and facial expressions. Little investigation in the marketing domain has considered the consequences of celebrities’ poses. This study takes the first step in revealing the positive effect of distinctive celebrity poses in product endorsement.