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The purpose of this paper is to present and test a conceptual model for understanding consumer responses to cause related voucher schemes (CRVS), considering the initiatives of two UK-based grocery retailers (Tesco and Morrisons).

The conceptual model incorporates six theoretically derived exogenous constructs, i.e. status of the cause, company-cause fit, personal involvement with the cause, attitudes to the company, perceived sincerity of the company and perceived ubiquity. These are hypothesized to influence consumer responses to three primary endogenous variables: interest in the company, favourability of attitudes to the company and use (impact on purchasing intentions). The model is tested using survey data (n=401) collected in two UK cities.

All but two of the hypothesized path relationships were confirmed and the percentage of explained variance for the primary endogenous variables compares well against previous models. Attitudes to the company, perceived ubiquity and favourability were identified as significant predictors of behavioural intentions (use).

In selecting a cause, managers need to think carefully about the status of the cause, its degree of fit with the company and how to build personal involvement. CRVS initiatives should be focused, with consistency in communication. If a company suffers from negative consumer attitudes, a CRVS alone is unlikely to turn around their business performance.

The paper represents the first academic assessment of consumer responses to CRVS, introducing and validating a conceptual model.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

“Are you collecting schools vouchers?” is a question many supermarket shoppers hear from the cashier as they pack their purchases into their bags or hold out their hand for change and the receipt. Voucher schemes to support “good causes” – in this instance help for local schools – have become part of the retailing experience. Whether or not you actually chose to shop in that store because of the promotion, or whether or not you have a relationship with a local school – i.e. as a parent, grandparent or teacher – your response to the cashier might be “Yes please” because if you didn't want the vouchers for yourself you could always hand them over to a friend, relative or neighbor who was enthusiastically collecting them.

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to digest format.

With the rising concern for the planet and people dimensions of the triple-bottom-line, an increasing number of firms are using cause-related marketing (CRM) to create a win-win situation for all stakeholders. With growing internet and social media access the Indian consumer is being invited to participate in such campaigns through digital platforms. The purpose of the present study is to examine consumer perceptions about select digital CRM campaigns in terms of perceived fit between the brand and the cause being promoted and the extent of participation effort required by the campaign and further to investigate the relationship between these two variables and consumers’ intentions to participate in the campaign, engage in positive word-of-mouth about it and their brand purchase intentions.

Six online CRM campaigns in the consumer products space were taken up for study. Primary data was collected through a structured questionnaire in an online mode, which provided an advertisement snapshot and a brief description of each CRM campaign. Items to measure variables under examination were adapted from the extant literature. Three versions of the questionnaire were created, with each version involving two of the six campaigns. Thus, each respondent was responding to items pertaining to two campaigns only. A total of 242 responses were collected, using non-probability sampling.

The study indicates overall positive responses to the digital CRM campaigns included in the study. It finds that for the online CRM campaigns taken up for examination, respondents perceive a high extent of brand-cause fit. A fit between the cause being promoted and the brand’s sphere of activity is a factor that needs to be considered for its impact on consumer willingness to participate in the campaign and intention to engage in positive word-of-mouth about it. The study does not indicate a significant relationship between participation effort for online campaigns and consumer behavioural intentions. Consumer participation intentions and word-of-mouth intentions are found to be positively related to intentions to purchase the brand associated with the campaign.

In their efforts to design effective CRM campaigns, marketers should use creativity in looking for a common thread, which ties their business or brand with the cause being promoted. Consumers tend to perceive this congruence between the cause and the brand and this impacts their behavioural responses. It is possible that the fact that consumers are not required to make a purchase but are being invited to support a cause by performing a non-transaction-based activity, may also underlie their positive response to this genre of CRM activities. The study provides an understanding of factors that contribute to the effectiveness of non-purchase-based online CRM campaigns in garnering consumer engagement with the campaign and the brand.

The results provide important insights regarding non-transaction based digital CRM campaigns and the relationship between brand-cause fit, perceived participation effort and targeted changes in consumers’ behavioural intentions. Online CRM campaigns involving consumer participation in forms other than brand purchase are an emerging area of effort towards customer engagement and thus warrant further investigation.

This paper aims to examine how consumer moral identity (MI) affects the impact of cause-related marketing (CRM). CRM is a popular hybrid marketing tool that incorporates charitable initiatives and sales promotion. CRM has strength in simultaneously encouraging consumer purchases and doing something good for the society. Drawing on the moral identity (MI)-based motivation model, this research examines how consumer MI influences consumer behavioural response to CRM.

Two field experiments were conducted to test a series of hypotheses relating to the conditional effect of MI on behavioural response to CRM.

Brand social responsibility image and emotional brand attachment positively moderated the relationship between consumer MI centrality and intention to purchase CRM sponsor brand.

Findings contribute to the literature on CRM, MI-based motivation of consumer behaviour and emotional brand attachment.

The purpose is to assess the usefulness of creative vouchers, a specific kind of technology and innovation vouchers (small grants usually given to SMEs to acquire external knowledge) where the knowledge suppliers are creative firms such as design agencies.

A multiple case analysis of four EU-funded pilot voucher schemes was carried out through project reports and semi-structured interviews with relevant stakeholders.

The authors show that creative vouchers are effective policy instruments despite the limited amount of money involved because they trigger new innovation trajectories often in a serendipitous way. The authors also show that the quality of projects and satisfaction of the beneficiaries increase when both proposals and suppliers are screened.

The authors’ conclusions are based on four pilot projects in a specific region of the world (Western Europe). Though two of them were extended to a much bigger scale, their generalizability may be limited. Moreover, the limited number of cases does not permit an analytical evaluation of all the voucher schemes mechanisms.

The findings of this paper can be very useful to policymakers designing voucher schemes and to the companies involved, whether they are providers or beneficiaries. In particular, the voucher allocation mechanisms may have a strong impact on the success of the program.

The innovation spurred by the collaboration with creative firms is generally neither energy-intensive nor capital intensive, but brain intensive, and this is the best way to leverage on the talent of local creative and make companies create value based on immaterial resources.

To the authors’ knowledge, this is the first study of creative vouchers after Bakhsi et al., 2015, and the only one involving several schemes in different countries. It shows the innovation potential of such a little known policy instrument for SMEs. Moreover, it provides insight on how to design a voucher scheme in order to improve its effectiveness.

Limitations of producing energy and the increasing demands in the electricity market in Iran have not only drawn the attention of authorities in the energy industry toward optimization of energy consumption, but also created marketing approaches toward these objectives. In this respect, it is important and even necessary to modify energy consumption behaviors. The purpose of this study is to examine the impact of the criteria of an effective Internet advertisement for modification of energy consumption.

To provide a detailed understanding of customers’ perceptions of energy consumption advertising, a survey study was conducted. The research model is first validated and the formulated hypotheses are tested using the structural equation model (SEM).

The results showed that the audience’s attention, interest and desire for a piece of advertisement can predict their consumption behavior.

This study is one of the pioneer studies that highlights the importance of advertising toward modification of energy consumption. It seems that, the identification of the causal relations among attention, interest, desire and action, has not yet been clearly validated in the previous literature. This research contributes to the literature by developing and testing a comprehensive research model using SEM. So, the current paper offers vital guidelines to social marketers who are planning to modify energy consumption.

The coronavirus disease (COVID-19) pandemic has caused a humanitarian crisis that will be followed by an economic crisis. Tourism is one of the most affected sectors of the economy. Forecasts are devastating. Many local communities lost an important source of income and employees lost their jobs. In Slovenia, where tourism represents approximately 10% of GDP, the Government, consulting with experts and scientists, introduced staycation vouchers. Each resident received a voucher worth €200, while children up to 18 years old received one worth €50. Through this scheme, the Government was subsidising residents to go on vacation with €350 million. The initial results are positive – in the first seven weeks, approximately 15% of staycation vouchers were used. Industry representatives are optimistic and the tourism industry may end up with a 40% drop in total revenue instead of the forecasted 70% for the year 2020. The pandemic has had some positive outcomes, since holidays in Slovenia this year were available to all.

Knight's Industrial Law Reports goes into a new style and format as Managerial Law This issue of KILR is restyled Managerial Law and it now appears on a continuous updating basis rather than as a monthly routine affair.

After the precipitated decline of the Soviet Empire and its satellite states, a system change seemed to be called for, and many countries embarked on social and political reforms focussing on property structures in the economy. This raised the issue of governance in the institutions that would constitute the structures in which production would have to take place. In particular, some Central European countries opted for mass privatisations of the means of production, on the face of it so as to have the people participate in the wealth of the nation. In fact, the wealth of the nation depends on the structures in which it is constituted. Dissipation of property rights will reduce the value of the nation's productive capital, whereas an intelligent structure that creates good governance structures at the same time, increases the value of the producing capital. This relatively simple insight lies at the heart of our understanding of how to analyse different processes of mass privatisation. This essay develops a theoretical framework by which different governance structures can be analysed. The framework consists of a blend of the economic theory of property rights, new institutional economics and Austrian economic theory.

Russia's size – both in terms of population and geography, spanning 11 time zones, 89 oblasts (states or regions) and autonomous republics and its privatization program, encompassing some 100,000 small-scale enterprises, 25,000 medium to large firms, and 300 or so of its largest firms, made its privatization program the largest sale/transfer of assets conducted among the transition economies, with the possible exception of China. Comparisons by many of the program's critics, and there are many, to Poland, Hungary, or the Czech republic are invidious, especially the latter two countries whose populations are similar to just that of greater Moscow.