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In brand activism, a brand promotes contested sociopolitical causes to highlight its values. Brand activism also alienates those consumers who disagree with the cause, who might, consequently, target the brand with critical, negative or even aggressive actions. This paper aims to study the triggers and strategies of consumers’ antibrand actions given in response to brand activism.

Qualitative content analysis and multiple correspondence analysis were used to study consumer responses directed at a chocolate brand’s campaign that advocated civilized online conversions and opposed hate speech, a politically heated topic. In total, 1,615 messages were collected from social media platforms.

Field infringement, political accusations and questioned impact of the campaign triggered consumers to turn against the campaign. Strategies to undermine it included boycotting, discrediting the brand and trapping. Trapping – creatively using technological affordances to create harm to the brand – was typically triggered by political associations.

Findings relate to the critical responses regarding one campaign only.

By understanding the political discussion around the chosen cause, including the opponents’ typical triggers and strategies, brand activism can more credibly advocate for contested social causes and communicate brand values.

Political antibrand actions are distinct from the previously identified functional and ethical antibrand actions, and they are noninstrumental by nature. Practices that are native to social media are central to political antibrand actions, and social media platforms contribute to how such disappointment is articulated and acted upon.

Studies have shown that negative publicity adversely affects brand trust, but exactly how brand trust can be damaged remains poorly understood. This study aims to explore how negative publicity influences image congruity and, subsequently, brand trust. In addition, the study also examined the effectiveness of two corporate strategies to repair both congruity and trust.

Based on a valid sample of 522 Chinese consumers between the ages 20 and 50, this study adopted a quasi-experimental design involving two types of negative publicity (performance- and value-related) and two initial corporate repair strategies (compensation and public apology) intended to repair brand trust.

Negative publicity shaped brand trust through both functional congruity and self-congruity. Moreover, the type of negative publicity affected the role of image congruity in brand trust. The effectiveness of repair strategies further depended on the type of negative publicity.

Mobile phones were an appropriate focal product for this research, but examining only one product category may limit findings’ generalizability. Negative emotions such as frustration or anger and their relationships with congruity can also be addressed in future work. Subsequent research can additionally consider more conditions to explore alternative routes of processing related to brand trust.

Brand trust is a vulnerable brand asset on which negative publicity can have seriously negative consequences. Marketers and brand managers should assess the extent to which negative publicity can damage image congruity and brand trust and come up with different repair strategies subsequently.

This study contributes to the limited and fragmented literature on consumers’ evaluations of negative information. Findings offer fresh insight into the impacts of negative publicity on image congruity and brand trust. The implications extend beyond negative publicity to other forms of negative information, such as rumors, fake news and negative word of mouth. Results also highlight the importance of adopting appropriate repair strategies to restore consumers’ trust in the event of negative publicity.

The present study seeks to outline the role of marketing automation (MA) in measuring the return on marketing activities and the challenges associated with reaching accountability in marketing.

To investigate the objective of the study, the authors adopted a qualitative approach, conducting an exploratory study among ten key informants located in Portugal.

Based on the results of the qualitative analysis, a conceptual framework is proposed, which includes both strategic- and operational-level factors with the goal of creating a value-based agenda. In this agenda, executives such as the Chief Marketing Officer emerge as value creators, fostering business scalability, and further arguments are provided to justify budget allocation to MA activities.

Through careful research of the elements that characterize the phenomenon under study, the present paper ultimately contributes to a better understanding of MA and accountability within the current business paradigm.

The purpose of this paper is to examine how advertising is used by real estate companies as an instrument for managing the adverse effects of a catastrophe.

Through a theoretical analysis, types of post-disaster advertising messages were identified. On the basis of the likely variations in post-disaster advertising, a content analysis was conducted of a sample of 4,150 property print advertisements to identify advertising messages related to the earthquake. Finally, the message changes in these earthquake-related advertisements were evaluated and compared with the dimension of time to explore the development of advertising strategies.

The authors found that 12 types of advertising messages were used by developers in response to the Wenchuan earthquake. The initial advertising strategy was mainly to manage public relations, then the strategy was to reduce or compensate for the increased earthquake risk perceptions of buyers.

The findings provide valuable references for helping enterprises adopt effective advertising messages and strategies to reduce the negative effects of disasters.

There are only a few studies on advertising campaigns, especially in the real estate industry, that have been conducted in the wake of catastrophes. This study sought to expand upon the scarce findings in this particular field.

The purpose of this study is to determine what the history of research in marketing implies for the reaction of the field to recent developments in technology due to the internet and associated developments.

This paper examines the introduction of new research topics over 10-year intervals from 1960 to the present. These provide the basic body of knowledge that drives the field at the present time.

While researchers have always borrowed techniques, they have refined them to make them applicable to marketing problems. Moreover, the field has always responded to new developments in technology, such as more powerful computers, scanners and scanner data, and the internet with a flurry of research that applies the technologies.

Marketing will adapt to changes brought on by the internet, increased computer power and big data. While the field faces competition for other disciplines, its established body of knowledge about solving marketing problems gives it a unique advantage.

This paper traces the history of academic marketing from 1960 to the present to show how major changes in the field responded to changes in computer power and technology. It also derives implications for the future from this analysis.

El objetivo de este estudio es examinar qué implica la historia de la investigación académica en marketing en la reacción del campo de conocimiento a los recientes desarrollos tecnológicos como consecuencia de la irrupción de Internet.

Esta investigación analiza la introducción de nuevos temas de investigación en intervalos de diez años desde 1960 hasta la actualidad. Estos periodos proporcionan el cuerpo de conocimiento básico que conduce al ámbito del marketing hasta el presente.

Aunque los investigadores tradicionalmente han tomado prestadas ciertas técnicas, las han ido refinando para aplicarlas a los problemas de marketing. Además, el ámbito del marketing siempre ha respondido a los nuevos desarrollos tecnológicos, más poder de computación, datos de escáner o el desarrollo de Internet, con un amplio número de investigaciones aplicando tales tecnologías.

El marketing se adaptará a los cambios provocados por Internet, aumentando el poder de computación y el big data. Aunque el marketing se enfrenta a la competencia de otras disciplinas, su sólido cuerpo de conocimiento orientado a la resolución de problemas le otorga una ventaja diferencial única.

Describe la historia académica del marketing desde 1960 hasta la actualidad, para mostrar cómo los principales cambios en este campo respondieron a los cambios tecnológicos. Se derivan interesantes implicaciones para el futuro.

Historia, Revisión, Cambio, Tecnología, Conocimiento, Internet, Datos, Métodos

Revisión general

The current study aims to propose and empirically investigate a conceptual model of the most relevant antecedents and consequences of Corporate Social Responsibility (CSR) attribution, thus providing a practical and concise model as well as examining brand attachment as a mediator explaining the relationship between CSR attribution and its consequences.

A between-subjects experimental design was employed. The study included two experimental conditions; intrinsic and extrinsic CSR attribution and a control condition. An online self-administered survey was utilised for data collection. The sample was a convenience sample of 336 university students. Both one-way between-groups ANOVA and Partial Least Squares-Structural Equation Modelling (PLS-SEM) were utilised for hypotheses testing.

The most significant antecedents of CSR attribution in order of importance are the firm's approach to CSR communication, past corporate social performance, CSR type and the firm's call for customers' participation in its CSR. CSR attribution exerted a significant direct positive impact on brand attachment and trust. Three significant indirect consequences of CSR attribution were PWOM intention, purchase intention and brand loyalty intention. Whereas trust played a significant mediating role between CSR attribution and its three indirect consequences, brand attachment exerted significant mediation only between CSR attribution and brand loyalty intention. Brand attachment might mediate the relationship between CSR attribution and purchase intention. However, brand attachment failed to play a mediating role between CSR attribution and PWOM intention.

Several studies marginally investigated CSR attribution. Despite the vital role of CSR attribution in how consumers receive firms' CSR engagement, the availability of CSR attribution-centric studies is limited. By introducing a model of the most relevant antecedents and consequences of CSR attribution, this study aids in understanding the psychological mechanism underlying consumers' CSR attribution and provides valuable implications.

The purpose of the study is to identify and analyze critical mediating and moderating market intelligence challenges faced by the SMEs when implementing corporate social responsibility (CSR) based on an applied market-oriented business model (MOBM).

Focusing on developing CSR-integrated market intelligence, this study uses an action research method by analyzing four case studies. Data is collected through interviews, interactive and knowledge-sharing meetings and on-site observations. The study is part of a larger European Union project using the developed MOBM to follow the four companies' CSR implementation and learning process over a 14-month period. The action research includes seven meetings; between these, the researchers introduced the SMEs to different business focus areas, where CSR is a vital part of the MOBM.

This study shows that the SMEs are too technology-focused and have little initial idea of how to integrate CSR advantages for market intelligence into their internationalization. The MOBM model offers insights and knowledge on the strength and weakness of the internal organization to meet challenges in internationalization.

Via case study and action research, this study spotlights the challenges that SMEs face in the CSR implementation process and how they deal with those challenges to develop market intelligence competence internally. Instead of following a traditional research approach, the current study applies a CSR-based method where the SMEs go through a knowledge development process that originated from a theoretically designed MOBM.

The purpose of this paper is to investigate how to optimise corporate social responsibility (CSR) when communicating via social media. In particular, the communication type, cause proximity and CSR motives are addressed facing the increased demand for transparency and the grown consumers' expectations towards socially responsible brands.

Online survey was developed, based on a profound literature review and a field research we did on the actual social media behaviour of socially responsible brands. Consumers attitudes and behavioural reactions in terms of willingness to participate in a campaign, to spread e-WOM and to purchase were investigated, as a function of CSR motives (value vs performance vs value and performance) and cause proximity (national vs international), respectively, with monologue (study 1) and dialogue communication type (study 2).

Cause proximity enhanced the campaign participation, and this effect was pronounced for both, monologue and dialogue type of communication. CSR motives modulated the willingness to spread electronic word-of-mouth, and this holds for both, monologue and dialogue communication. Attitudes and purchase intention were highest when value- and performance-driven motives were communicated, but these effects appeared only when the message was in a dialogue form of communication. Message credibility and CSR motives credibility perception further modulated consumers response.

The outcomes could be used in developing marketing (communication) strategies leading to values and revenues optimisation.

The results are discussed in a framework of how CSR resonates via social media.

This paper aims to investigate the relationship between general attitude toward advertising and consumers' purchase intention. The relationship between cognitive attitude, intrusiveness attitude, evaluative judgments, affective response and general attitude toward ad was examined. Furthermore, reliability as a moderator in the relationship between cognitive attitude, intrusiveness attitude, evaluative judgments, and affective response and the general attitude toward ad were studied.

Data from women consumers who subscribe to fashion magazines in India were collected and analyzed using a structured survey instrument. Women were selected because the products were related to women, including facial and body-care products, women sportswear, shampoos, lipstick, handbags, etc. Unit of analysis in this research is “observations,” and in all, 400 data points were analyzed, and to test hypothesized relationships, hierarchical regression and logistic regression were employed.

A conceptual model is developed and tested where (1) cognitive attitude toward ad, intrusiveness, evaluative judgments and affective responses are related to general attitude toward ad, and (2) general attitude toward ad is related to purchase intention. The hierarchical regression results show that (1) reliability moderates the relationship between cognitive attitude, intrusiveness, affective responses and general attitude toward ad. The logistic regression results support the positive relationship between general attitude toward ad and purchase intention.

Since the present research is based on self-report measures, the limitations of social desirability bias and common method bias are inherent. Second, this research focuses only on women consumers and products purchased by women. The research has implications for literature on advertising, especially women-related products.

This study contributes to practicing managers who are interested in promoting the women-related products. This study highlights the importance of general attitude toward ad as a precursor for consumers purchase intention. The study provides justification for enormous amounts of money invested in fashion advertising because of their effects on consumer behavior.

This study provides new insights about the effects reliability on general attitude toward ad and consumers' purchase intention. The conceptual model developed in this study adds novelty by considering reliability as a moderator, in addition to the direct relationships which have been studied by earlier researchers.

The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.

This study uses a best–worst discrete choice experiment (BWDCE) and compares the outcome with that of the purchase intention scale, an established probabilistic measure of purchase intention. The total sample consists of 409 fans of three soccer teams sponsored by three different competing brands: Nike, Adidas and Puma.

With sports sponsorship, fans were willing to pay more for the sponsor’s product, with the sponsoring brand obtaining the highest market share. Prominent brands generally performed better than less prominent brands. The best–worst scaling method was also 35% more accurate in predicting brand choice than a purchase intention scale.

Future research could use the same method to study other types of sponsors, such as title sponsors or other product categories.

Sponsorship managers can use this methodology to assess the return on investment in sponsorship engagement.

Prior sponsorship studies on brand equity tend to ignore market share or fans’ willingness to pay a price premium for a sponsor’s goods and services. However, these two measures are crucial in assessing the effectiveness of sponsorship. This study demonstrates how to conduct such an assessment using the BWDCE method. It provides a clearer picture of sponsorship in terms of its economic value, which is more managerially useful.