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Businesses embark on cause-related marketing (CRM) initiatives as a marketing strategy to fortify consumers' behavioural intentions. Prior research indicates that human values could be tapped to understand the consumers' responses to perceived organizational motives behind undertaking social cause initiatives. This research employs Schwartz's theory of human values to examine consumers' patronage intentions towards CRM-linked fashion products. Moreover, fashion leaders play a crucial role in the diffusion of the latest fashion and fashion trends. This research investigates by integrating human values and fashion leadership, offering insights into CRM-linked fashion consumption motives.

The overarching goal was to investigate the complex interplay between human values and female fashion leadership to predict CRM patronage intention (CPI). Hence, a large-scale research study on 2,050 samples was undertaken by adopting threefold partial least squares–multigroup analysis–artificial neural network (PLS-MGA-ANN) to establish and empirically test a comprehensive model.

This study is unique as it establishes and validates the relative or normalized importance placed on human values by fashion leaders, thereby predicting CPIs. The results revealed that women with high-fashion leadership and specific value types (benevolence, universalism, self-direction) are more likely to patronize CRM-linked fashion retailers. In addition, the findings validated that women with low-fashion leadership and specific value types (tradition, security, conformity) are more likely to patronize CRM-linked fashion stores.

The findings provide a valuable rationale to non-profit marketers, fashion marketing experts and practitioners to design customer value-based profiling and manage crucial CRM decisions.

This study aims to examine the visual effects of cause-related marketing (CM) posts on Instagram, with a focus on image resolution and consumer engagement.

Three studies were conducted through an experimental design. Study 1 (N = 155) uncovered the mediation underlying the effects of image quality (low and high image resolution). Study 2 (N = 160) replicated the findings of the first study and extended the investigation by examining the mediator (fluency) and moderator (visual sensitivity). Study 3 (N = 291) further extended the effects of image resolution by demonstrating its interactive effects with the visual complexity of an Instagram post design in a 2 × 2 factorial experiment.

The serial mediation analysis demonstrated that high image resolution CM posts yielded more favorable evaluations in terms of brand credibility and information costs saved, subsequently leading to positive brand attitudes, purchase intentions and increased Instagram engagement. Processing fluency mediated image effects on brand credibility, while individual differences in visual sensitivity moderated the image effects. The image resolution effects were greater for visually complex CM posts compared to simple ones.

To one's best knowledge, little to no research has examined the image quality of Instagram posts in the context of CM and the extent to which such visual cues can affect consumers' brand evaluations and engagement on the platform.

Despite its practical significance, there exists a notable gap in understanding the specific role of CM posts on Instagram and the impact of visual elements on consumer behaviors. The current research findings aim to bridge the research gap.

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.

This study investigates the influence of e-marketing risks on a Corporation’s Reputation (CR) resulting from its online marketing of products and services.

A comprehensive analysis was conducted to enhance the company’s e-marketing strategies and bolster its reputation in the market. This involved an investigation into key factors of e-marketing risks, such as customer confidence, product quality, marketing fraud, credibility and customer knowledge and proficiency in using online platforms. These factors have directly impacted the company’s reputation, including aspects such as product/service quality, attractiveness, performance and commitment to social responsibility.

Its finding indicates that customers' lack of confidence in e-marketing has a strong impact on CR, followed by product quality and credibility. The absence of consumer awareness about e-marketing websites and e-fraud frequently negatively affects the organizational reputation.

To enhance the corporation’s reputation, it is recommended that companies provide educational resources on online shopping, including guidance on using the company’s website, comparing prices and other services that facilitate online purchases. This will help to support the credibility of e-marketing and enhance customer trust.

This research is an exploration of how e-marketing has affected a Corporation’s Reputation. It provides modern knowledge about the dynamic interplay between digital strategies and brand perception. Investigating this relationship provides valuable insights into the evolving landscape of consumer trust in the digital age. By analysing the various ways in which e-marketing influences a company’s reputation, innovative approaches can be developed to enhance its online presence and build lasting customer trust.

Despite the fact that fit positively influences customers’ attitudes toward companies, previous research reveals differing roles of fit in the domain of corporate social responsibility (CSR) based on criteria and degree. Because the impact of fit between customers and service companies in the domain of CSR remains unclear in the hospitality context, this study aims to examine the effects of different CSR types on customer–CSR fit, attitude and behavioral intentions in hospitality settings.

A total of 219 usable hotel customer responses were collected and analyzed using SmartPLS software.

Results show that companies’ demonstration of CSR toward social/nonsocial stakeholders is most effective for increasing perceived fit by customers, followed by CSR toward employees and toward customers. Also, this study identifies perceived fit as an indicator of customers’ positive attitudes and revisit intentions. This study enhances our understanding of relationships among three dimensions of CSR activities and customers’ responses.

This study provides guidelines with which hospitality companies can create sustainable growth by engaging the welfare of communities, employees and customers.

This interdisciplinary study aims to analyze how service organizations communicate sustainable beliefs in their social media narratives and use them to generate brand awareness, customer recognition and ongoing demand for sustainable service.

A two-phase exploratory analysis of 10,342 tweets from 2019–2020 was conducted by sustainable global corporations to identify best practices for their social media teams operating within a service-based business model. First, the significant themes were identified using an unguided machine learning approach of three types of firms: services, goods and mixed. Next, the full set of tweets with linguistic sentiment analysis was analyzed followed by a deeper view of the services-based organizations based on their strategic focus (business-to-business [B2B] versus mixed).

The findings indicate that tweets that appear to create the highest customer engagement are characterized as having high levels of analytical language, high clout (i.e. are socially relevant), a positive tone, a high number of words and a high number of words per sentence. On the other hand, having complex language in terms of six-letter words does not seem to associate with customer engagement. The last level of analysis shows that B2B services-based corporations with positive tone and higher word count exhibit higher levels of retweets. Implications include providing rational and informational tweets to increase engagement and highlight societal relevance.

Climate change has negative consequences on human and physical capital, and ecosystems across the globe. This study provides specific recommendations for how services corporations can increase their sustainable communications and actions.

The key implication of our research is that corporations must strategically design social media narratives about climate change as part of their online branding and communications process.

This study aims to identify the determining factors of perceived altruism and attitude toward an inclusive sponsorship activation, as well as the impact of these variables on the attitude toward the sponsor.

Online survey data were obtained from 1,228 respondents from France, the UK and South Africa. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).

The results show that the cause-brand fit has a strong positive impact on the perceived altruism toward the motivations underlying inclusive activation, while skepticism toward advertising has a very weak negative impact. In return, perceived altruism positively influences the attitude toward inclusive activation and sponsor attitude. Furthermore, this attitude toward inclusive activation is positively influenced by involvement in women’s soccer and France men’s national football team identification. The attitude toward inclusive activation also positively influences the attitude toward sponsor attitude. However, contrary to what had been advanced, identification with the France women’s national football team and the nationality of the respondents (French, British or South African) had no impact on the attitude toward inclusive activation, while the perceived importance of the cause had very weak impact on attitudes toward inclusive activation.

This study highlights the potential benefits of investing in inclusive sponsorship activations, particularly with respect to their positive impact on consumer attitude toward sponsor attitude. It also highlights the importance of establishing, in advance, a strong association between the brand image and the cause supported, so that the motivations underlying the inclusive activations are perceived as more altruistic.

Brand crisis has become an increasingly common phenomenon recently. While corporate social responsibility (CSR) plays a role in mitigating the negative consequences of brand crisis, it is not always effective, especially for foreign companies. Therefore, this study aims to investigate the differential effects of CSR on brand crisis, considering the impact of country of origin and consumer ethnocentrism.

This study used a 2 (country of origins: domestic vs foreign) × 2 (consumer ethnocentrism: high vs low) × 2 (CSR: before vs after related information is presented) between-subjects experiment to simulate a brand crisis. A fictional WeChat Moment posting was used as a stimulus. Data from 210 Chinese respondents were analyzed.

When consumer ethnocentrism is high, the impact of CSR on consumer attitude toward the company undergoing a crisis was greater for domestic than for foreign companies. Conversely, for consumers with low ethnocentrism, the effectiveness of CSR in attenuating the negative impact of the brand crisis (i.e. the insurance-like effect of CSR) was insignificant across domestic and foreign companies.

This study extends the prior literature and clarifies the unclear results of previous studies on the effect of CSR on brand crisis by examining the impact of country of origin and consumer ethnocentrism. Novel insights into the insurance-like effect of CSR in brand crises were obtained.

The purpose of this research paper was to determine which needs for incentives influence positive word-of-mouth (PWOM) among international tourists and how these needs differ based on the cultural orientation toward individualism and collectivism.

This research used online surveys to gather data from 959 Australian, US, UK, Japanese and Korean respondents who had visited Beijing. A random sampling method was used, and data were analyzed using SmartPLS 4.0. By adopting the existence relatedness growth theory, the findings explain how cultural orientation affects the impact of needs for incentives in generating PWOM.

Three hypothesized relationships were significant for Australia/UK/USA and Japan/Korea – the effect of needs for incentives on motivation, the effect of motivation on PWOM and the effects of needs for incentives on PWOM were significant and positive for Australia/UK/USA and Japan/Korea. The effect of needs for incentive type on motivation varied across national populations, and the intensity of the effects of needs for incentive type on PWOM was also different. For Australian, UK and the US tourists, the honorary title was the most influential need to stimulate word-of-mouth motivation. The need for cultural learning was the most influential for Japanese and Korean tourists.

This research contributes to the literature by exploring and comparing the needs for incentives that influence PWOM among tourists from the perspective of individualism and collectivism. The results also increase the understanding of the relationships among needs for incentives, motivation and PWOM.

本研究旨在确定哪些激励需求会影响国际旅游者的积极口碑（PWOM）, 以及这些激励方式的影响在个人主义和集体主义文化取向的群体中有何不同。

本研究通过在线调查收集了 959 名曾到访北京的澳大利亚、美国、英国、日本和韩国的国际游客数据。研究采用了随机抽样的方法, 使用 SmartPLS 4.0 对数据进行了分析。基于ERG理论, 本研究解释了文化如何影响激励类型对积极口碑的影响。

研究结果显示, 三个假设关系在澳大利亚/英国/美国和日本/韩国两个群组中均显著, 即激励需求对动机的影响、动机对积极口碑的影响、以及激励需求对积极口碑的影响在澳大利亚/英国/美国和日本/韩国群组中都是显著和正向的。激励需求类型对动机和积极口碑的影响在不同国家群体中存在差异。对于澳大利亚、英国和美国的国际游客, 满足名誉需求的激励对产生积极口碑动机的影响更大。对于日本和韩国的国际游客, 满足文化学习需求的激励对产生积极口碑动机的影响更大。

本研究从个人主义和集体主义的角度, 探讨比较了影响国际旅游者积极口碑的激励需求, 为相关领域研究做出了贡献。研究结果加深了对激励需求、动机和积极口碑之间关系的理解。

El objetivo de esta investigación era determinar qué necesidades de incentivación influyen en el boca a boca positivo (PWOM por sus siglas en inglés) entre los turistas internacionales y cómo difieren estas necesidades en función de la orientación cultural hacia el individualismo y el colectivismo.

Esta investigación utilizó encuestas en línea para recopilar datos de 959 encuestados australianos, estadounidenses, británicos, japoneses y coreanos que habían visitado Pekín. Se empleó un método de muestreo aleatorio y los datos se analizaron con SmartPLS 4.0. Adoptando la teoría del Crecimiento de la Relación con la Existencia (ERG por sus siglas en inglés), los resultados explican cómo afecta la orientación cultural al impacto de las necesidades de incentivos en la generación del PWOM.

Tres relaciones hipotetizadas resultaron significativas en los dos grupos de Australia/Reino Unido/Estados Unidos y Japón/Corea: el efecto de las necesidades de incentivación en la motivación, el efecto de la motivación en la PWOM y los efectos de las necesidades de incentivación en la PWOM fueron significativos y positivos para Australia/Reino Unido/Estados Unidos y Japón/Corea. El efecto del tipo de necesidad de incentivación sobre la motivación varió entre las poblaciones nacionales, y la intensidad de los efectos del tipo de necesidad de incentivos sobre la PWOM también fue diferente. Para los turistas australianos, británicos y estadounidenses, el título honorífico fue la necesidad más influyente para estimular la motivación WOM. La necesidad de aprendizaje cultural fue la más influyente para los turistas japoneses y coreanos.

Esta investigación contribuye a la bibliografía al explorar y comparar las necesidades de incentivación que influyen en la motivación boca a boca entre los turistas desde la perspectiva del individualismo y el colectivismo. Los resultados también aumentan la comprensión de las relaciones entre las necesidades de incentivación, la motivación y el PWOM.

This paper aims to present a summary of the green consumer behaviour (GCB) research conducted during the 2001–2021 period using the bibliometric analysis and to carry out a thematic and content analysis on the three clusters which comprise 57 articles resulting from the co-citation analysis and identify the significant green purchasing factors.

The three-pronged methodology applied to this research analysis includes performance analysis of the literature using biblioshiny and R Studio; network mapping analysis using VOSviewer and Gephi; thematic analysis using word clouds generated with R Software and content analysis of each paper with the aid of within and between-study analyses.

Cluster one acted as a base for the theoretical foundations of GCB which aids in understanding the basic concepts of green marketing, its evolution and the methodologies, whereas cluster two determined the predictors of everyday green behaviour, which helps in gaining knowledge about the everyday sustainable activities the consumers indulge and the factors motivating to do so. Cluster three mainly focused on the psycho-socio demographic determinants of GCB, which assists in segmentation and predicting the purchase behaviour of the various consumer segments.

The significant variables and major gaps in each of the clusters were identified and authors have drawn the implications for future researchers and marketing managers.