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This study aims to investigate the relationships among corporate-brand credibility, product-brand personality, and purchase intention, specifically in China's auto industry. A large-scale survey was conducted in four major Chinese Mainland cities: Beijing, Shanghai, Guangzhou, and Chengdu. A total of 800 questionnaires were distributed for the study. Ultimately, 477 usable cases were collected for a 60 percent response rate. Results reveal that corporate-brand credibility and product-brand personality have direct positive effects on purchase intention. Furthermore, corporate-brand credibility acts as a positive moderator in the relationship between product-brand personality and purchase intention. This chapter offers new theoretical insights into the influential factors affecting consumers' purchase intentions by testing the moderating effect of corporate-brand credibility in the relationship between product-brand personality and purchase intention. It further provides useful suggestions to companies on brand credibility and personality issues.

Very low click-through rates (CTR) raise serious questions about the effectiveness of banner advertisements. However, we believe that the effect of a banner ad is not limited by clicks. Banner ad information itself can be processed by the audience.

We propose that the exposure effect of a banner ad exists even when the banner is not clicked. The results of our experiments strongly support this effect. Analyses also revealed that a non-clicked banner ad can create as strong of an exposure effect as clicked banner ads. Also, audiences that are able to recall the existence of the banner ad on a web page develop stronger implicit memory than those who cannot. Researchers are invited to re-test these interesting findings in various cultures with differing levels of Internet penetration and experience.

We examine the role of communication in stimulating consumer attitudes and buying behavior regarding corporate social responsibility (CSR).

We review the literature on communicating CSR to consumers through (1) messages constructed and verified by the company (such as product claims and corporate advertising), (2) messages constructed by the company, but verified by a third party (such as disclosures), and (3) messages constructed and verified by a third party (such as independent consumer guides and publicity).

Communication messages constructed and verified by the company can be quite effective in persuading consumers, if they are communicated in a credible way. The latter can, for example, be done by including specific behaviors and/or outcomes in the message. Messages constructed by the firm, but verified by a third party tend to have a higher credibility, but risk containing either too little information or too much. Finally, messages constructed and verified by a third party can be seen as highly credible, but can sometimes be seen as merely PR. In addition, both messages focusing on deontological responsibility (the firm’s motives and behavior), and messages focusing on consequentialist responsibility (the outcomes of the firm’s behavior) seem important to consumers.

The results offer suggestions on how to communicate about CSR to consumers.

The chapter provides the first comprehensive overview of the literature on communication about CSR to consumers.

This paper intends to offer a comparison between the concepts of corporate social responsibility (CSR) and social business (SB) and rationalizes the application of both the ideas as potential ways of accomplishingsustainable development. It follows an axiomatic and theoretical approach to frame the relationship of CSR and social business with the fastest growing concept of sustainable development. The objective of this research is to shed some light on i. the basic differences of the theories, ii. underlying assumptions of both theories regarding sustainable development, and iii. the effectiveness or contribution of each concept in attaining sustainable development. This is basically a conceptual paper based on extensive literature review and followed by some qualitative research techniques such as case studies, in-depth interviews with CSR and social business experts and CEOs of corporate houses and social business enterprises as well as focus group discussions with beneficiaries and community representatives of both fields.Narrative analysis method is adopted to analyze obtained data. Result indicates that both CSR and social business can be significant ways to achieve sustainable development by means of eliminating poverty, unemployment and inequality, preventing environmental degradation and the like as both concepts are intended tosolve social problems. This research proposes that a combination of these two concepts is more likely to offer sustainable solutions to social problems.

Composite slabs are gaining wide acceptance in many countries as they lend themselves to faster, lighter and more economic in construction buildings. The strength of composite slabs system relies on the bonding action between the concrete and the steel deck, the shear connections and the cross-sectional resistance of steel beam. However, structural behaviour of composite slab is a complex phenomenon and therefore experimental study is often conducted to establish the actual strength of the structure under ultimate load capacity. The main objective of this study is to determine the structural behaviour of composite slab system until ultimate limit state. Total of two specimens are examined in order to obtain failure mechanism of the composite structure under full load capacity. A new design approach of composite slab for roofing system are proposed in this study to construct a composite slab system that can float in the water but not wash away by flood. The lightweight materials in this composite construction are cold-formed steel and foam concrete. The system focuses on the concept of Industrialised building system (IBS) to reduce the cost and construction time.

In the agri-food industries, particular importance is given to distribution. Indeed, maintaining good relationships with distributors is a necessity for industries seeking sound marketing performance. In this context, Moroccan agri-food companies recognize the importance of developing customer loyalty. They focus on maintaining good relationships based on trust with their distributors. Considerable research has investigated trust in business-to-business (B-to-B) relationships; however, research in the agri-food industry needs further investigation. Indeed, some past research studied the effect of benevolence on loyalty (Chen, 2008; Rampl, Eberhardt, Schütte & Kenning, 2012) but they ignored studying the effect on two types of loyalty – attitudinal and behavioral – in agri-food industries.

The paper here contributes to the literature in a number of meaningful ways. First, we explore loyalty strategies used by agri-food industries to maintain distributors. This enables us to better understand how trust can boost agri-food B-to-B relationships and distributor’s loyalty. We also investigate exactly the trust dimension (benevolence; credibility) that affects more loyalty in the agri-food industry. A better understanding of the trust dimension should provide practical guidelines as to how to facilitate loyalty in B-to-B relationships. In addition, we test the two dimensions of loyalty and the importance of the attitudinal one. Using structural equation modeling to analyze data, our findings confirm the importance of benevolence in relationships between Moroccan agri-food industries and their distributors. Indeed, the results explain that the development of customer loyalty is influenced by the development of benevolence in relationships with distributors, especially on attitudinal loyalty.

The United Nations Global Compact initiative is presented for businesses and nonbusiness as a universally accepted set of principles. The aim of the 10 principles in the areas of Human Rights, Labor, Environment, and Anticorruption is to encourage businesses to align their operations and strategies with committed values. The Global Compact network involves not only companies but also governments, labor, and civil society organizations. Corporations, community, and environment are integral parts of a system that correlate to each other. In light of the assumption that business operations have increasingly observable effects on the environment, economy, and social life on a global scale, it is necessary to have accountable and sustainable firms. The Global Compact is a voluntary strategic policy initiative, and it has become more important in where interactions between organizations and stakeholders to be more dynamic. On the other hand, sustainability has economic, social, and environmental dimensions, and in accordance with these dimensions, it is necessary for firms to take into account the influence of their operations on their stakeholders. Thereby, from theoretical perspectives, the primary objective of this chapter is to illustrate the role of Global Compact in corporate accountability and sustainability.

An extensive literature research is conducted in order to understand the relationship between Global Compact principles and corporate accountability and sustainability.

From a theoretical point of view, there are some conditions for the advancement of the corporate accountability and sustainability. For instance, there is need for stakeholders’ insistence about incorporating social and environmental values into the business economic decisions. Thus firms could contribute to not only worlds’ economic but also social as well as environmental future.

The research is a theoretical study, but for further studies, empirical studies can be conducted to understand the interactions between Global Compact principles and corporate accountability and sustainability.

This study may be useful for managers to realize the role of Global Compact principles on corporate accountability and its contribution to being a sustainable firm.

There is a lack of studies that analyze the role of Global Compact principles on corporate accountability and sustainability. Examining the principles in light of corporate accountability and sustainability will add a value to the literature in this area.

Purpose – In business environment, corporate social responsibility (CSR) is becoming increasingly an important issue for every stakeholder. Organizations are being reputable through CSR activities. The aim of this chapter is to examine the relationship between CSR and corporate reputation, and determine the role of CSR activities in corporate reputation building process.Design/methodology/approach – An extensive literature research is conducted in order to develop the theoretical framework that supports the positive role of CSR activities on corporate reputation.Findings – As CSR activities affect the consequences that have a positive impact on corporate reputation, findings show that CSR enables firms to improve reputation with a broad range of stakeholders including employees (internal customers), customers (external customers), suppliers, competitors, bankers, and investors.Research limitations/Implications – However this research is a theoretical study, for further studies an empirical research model may be developed for investigating the relationship between CSR and corporate reputation. These dimensions should be measured and the hypothesis about the positive relationship between CSR and corporate reputation may be statistically tested.Practical implications – This theoretical study may be useful for the board of directors and managers since they should become aware of the importance of one of the growing areas of corporate reputation and CSR. They are also increasingly being encouraged to engage CSR activities into their organization's vision, identity, brand, and reputation. Based on societal expectations of stakeholders, organizations should develop and improve their CSR programs and reflect these developments to their reputation mechanisms.Originality/Value of the paper – This study is valuable to understand the corporate reputation practices that enhance and demonstrate the value of reputable organizations. It is also attractive to compare other dimensions of corporate reputation such as emotional appeal, workplace environment, and corporate reputation with CSR.

Luxury goods manufacturers may find it profitable to enter a different demographic segment, and several strategies are available to do so. Nevertheless, such market expansion can be risky, and the luxury goods company must avoid tarnishing the equity contained in the luxury brand. This study examines the effects of a co-branding strategy between luxury brands and retailers on consumers’ evaluation of the luxury brand's image. We use information integration theory (IIT) as the basis for our study, as it can be used to explore how attitudes are formed and changed as new information is combined with existing cognitions and thoughts. A theoretical model based on IIT is built and empirically tested using a sample of 240 Taiwanese adult consumers. We conduct an experimental survey study in which we manipulate luxury brand familiarity and product and brand fit between luxury brand and the co-brand, and assess prior-attitudes and post-attitudes toward the luxury brand and attitudes toward the co-brand. We find support for many of our hypotheses: prior-attitudes toward the luxury brand is positively related to the attitude toward the co-brand, brand fit is related to attitudes toward the co-brand, and brand fit is marginally related to the post-attitude toward the luxury brand. Other hypotheses, however (such as those regarding product fit) were not supported. We conclude by discussing our theoretical and managerial contributions.