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Book part
Publication date: 17 June 2020

Maria Palazzo and Maria Antonella Ferri

The aim of this chapter is to reflect on the strengths of the different core concepts within the dual marketing (DM) arena; evaluate the strategic features of these core…

Abstract

The aim of this chapter is to reflect on the strengths of the different core concepts within the dual marketing (DM) arena; evaluate the strategic features of these core concepts in practice; assess how these concepts may provide insights into the development and management of DM; investigate how organisations manage their DM strategy and the extent to which stakeholders are involved in this process; explore how to manage and develop the DM strategy in different settings and contexts.

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Article
Publication date: 12 February 2020

Agostino Vollero, Maria Palazzo, Alfonso Siano and Pantea Foroudi

The purpose of this paper is to analyses consumers’ hostile responses and “creative” re-interpretation of a proactive corporate social responsibility (CSR) brand…

Abstract

Purpose

The purpose of this paper is to analyses consumers’ hostile responses and “creative” re-interpretation of a proactive corporate social responsibility (CSR) brand communication campaign on social media by a leading Italian company in the energy industry that came to be perceived as a reactive corporate social irresponsibility performance.

Design/methodology/approach

Taking Palazzo and Basu’s framework of scapes (2007) as a starting point, the paper explores the intersection between branding and CSR studies. After consideration of the lack of empirical studies on this subject, a content analysis of tweets generated from the campaign “Guerrieri” of Enel is performed.

Findings

Findings show the dialogic bottom-up approach results are ineffective because of the hijacking of original intent of the company in implementing its CSR communication initiatives. That is to say that corporate brand (CB) strategies can be easily re-interpreted in social media-scape from an opposing perspective, raising the risk of digital hijacking and boycotting initiatives.

Practical implications

From a practical standpoint, the study informs managers so that they can evaluate complex problems implicated in the creation of CSR activities aimed at engaging consumers and virtual communities. Besides, the paper would like to aid managers when they face discontent or activism, suggesting they should turn the attention of their stakeholders through a re-evaluation of relevant CSR activities, potentially leveraging on a loyal public, which has completely interiorised CB values and can act as brand ambassadors.

Originality/value

The paper is one of the first attempts to study the nexus between CSR and CB in digitally empowering contexts, clarifying the crucial role of social media-scape.

Details

Qualitative Market Research: An International Journal, vol. 24 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

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Article
Publication date: 11 April 2016

Linda Deigh, Jillian Farquhar, Maria Palazzo and Alfonso Siano

This paper aims to extend corporate social responsibility (CSR) theory by exploring how firms engage with community. The community is frequently cited as a stakeholder of…

Abstract

Purpose

This paper aims to extend corporate social responsibility (CSR) theory by exploring how firms engage with community. The community is frequently cited as a stakeholder of the firm, but in spite of its status in networks it has not been the focus of research. Drawing on community theory and Carroll’s pyramid for the foundation of this study, the authors undertake an empirical investigation to advance knowledge in CSR engagement with a particular stakeholder group.

Design/methodology/approach

To generate an in-depth insight, the study adopts a multiple case study approach involving the purposeful selection of three retail banks in Ghana as units of analysis. It draws on multiple data sources to strengthen its findings.

Findings

The study finds that community engagement consists of four spheres of activity: donations, employee voluntarism, projects and partnerships. Philanthropy forms part of largely ad hoc CSR actions by firms. The study also finds that philanthropy is not merely a desired function of the CSR pyramid but an essential one.

Practical implications

This research imparts increased understanding of how firms engage with an important but frequently overlooked stakeholder group – community.

Originality/value

This study presents specific theoretical extensions to CSR through its identification of four core activities of community engagement.

Details

Qualitative Market Research: An International Journal, vol. 19 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

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Article
Publication date: 12 March 2018

Alfonso Siano, Agostino Vollero, Maddalena Della Volpe, Maria Giovanna Confetto, Pantea Foroudi and Maria Palazzo

The role of metaphors in information management has generally been acknowledged owing to their ability to convey immediately huge amounts of information and richness…

Abstract

Purpose

The role of metaphors in information management has generally been acknowledged owing to their ability to convey immediately huge amounts of information and richness. Their role is more and more important in the current digital context of communication and marketing activities, as the decision speed and accuracy are crucial. The purpose of this study is, thus, to analyze physical metaphors as tools for making sequential decisions to achieve effective integrated corporate communication (ICC).

Design/methodology/approach

The paper draws on the critical analysis of literature on corporate communication and stakeholder management as building blocks for implementing an integrated approach to corporate communications.

Findings

A revision of two well-known physical metaphors in the communication literature (the “wheel” and “umbrella”) has been proposed. It is argued that integrated communication within corporate communications is more complex than in marketing communications, as it involves a greater variety of elements to coordinate and harmonize. The proposed physical metaphors suggest an effective sequential decision-making as they allow a clear distinction between different decision levels.

Research limitations/implications

The paper adds to the debate on the link between theory and practice of ICC. From a practical standpoint, the proposed metaphors as simple and concrete tools for handling complex information and ICC problems could aid novice practitioners and students of corporate communications courses.

Originality/value

The paper shows that while scholars have concurred that ICC is crucial for different type of organizations, the use of physical metaphors can be beneficial for the reality-based challenge of ICC.

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Article
Publication date: 8 September 2020

Maria Palazzo, Agostino Vollero and Alfonso Siano

Increased public scrutiny and stakeholder pressure have given more importance to strategic corporate social responsibility (SCSR) and its three dimensions – orientation…

Abstract

Purpose

Increased public scrutiny and stakeholder pressure have given more importance to strategic corporate social responsibility (SCSR) and its three dimensions – orientation, process and value creation. At the same time, they provide banks the inspiration needed to pursue business goals, attain positive performances and communicate their social responsibility efforts. This paper analyses whether and how companies in the banking sector use corporate websites to communicate SCSR dimensions.

Design/methodology/approach

A content analysis was performed based on the corporate websites of leading banks included in the Dow Jones Sustainability World Index and the Hang Seng Corporate Sustainability Index to assess the prominence of SCSR communication.

Findings

The study shows that banks give less prominence to SCSR on corporate websites differently from companies belonging to other sectors, as they are less likely to expose their orientation to SCSR and pay slightly less attention to value creation than other companies.

Practical implications

The paper provides theoretical insights into SCSR dimensions and how they are communicated on corporate websites. From a practical standpoint, the study provides guidance for managers in the banking sector aimed at improving their communication efforts, avoiding decoupling issues and adopting a consistent value creation perspective.

Originality/value

Few studies have used a value creation perspective to differentiate between the dimensions of a SCSR approach. The paper fills this gap by assessing the communication efforts adopted by banks and insurance companies in this area.

Details

International Journal of Bank Marketing, vol. 38 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

Content available
Article
Publication date: 29 July 2021

Maria Palazzo, Pantea Foroudi and Maria Antonella Ferri

This paper aims at exploring the relations amongst the concepts of customer relationship management (CRM), convenience, trust, perceived service quality, satisfaction…

Abstract

Purpose

This paper aims at exploring the relations amongst the concepts of customer relationship management (CRM), convenience, trust, perceived service quality, satisfaction, perceived value, loyalty, image and purchase intention in the hotel sector.

Design/methodology/approach

The research was conducted using interviews with hospitality managers and guests who had a direct connection with the hotel industry. According to the qualitative study results and literature review, the authors designed a model that was examined via structural equation modelling and fuzzy set qualitative comparative analysis.

Findings

This paper presents a conceptual framework that enhances existing research in the field of study, as it was implemented to measure the antecedent and consequences of perceived service quality. Based on the results from New York and London, the authors found that CRM and convenience have significant impact on perceived service quality. Interestingly, the aggregated data illustrate the negative relationship between image, loyalty and purchase intention.

Originality/value

The approach used by this study is partially in line with previous theoretical analyses and shows appealing patterns in international service quality perception. Besides, the paper adds insights into the realm, linking together different dimensions in order to reach an in-depth understanding and complex analysis of each item that affects and is affected by perceived service quality in the hotel industry.

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Article
Publication date: 30 May 2018

Agostino Vollero, Maria Palazzo, Alfonso Siano and Domenico Sardanelli

The purpose of this paper is to analyse how service and product-based industries communicate their efforts in corporate social responsibility (CSR) as legitimacy-seeking…

Abstract

Purpose

The purpose of this paper is to analyse how service and product-based industries communicate their efforts in corporate social responsibility (CSR) as legitimacy-seeking strategies. The service companies are thus compared to product companies in their use of different rhetorical strategies and associated legitimacy approaches on their corporate websites.

Design/methodology/approach

A thematic content analysis of the websites of companies belonging to the Dow Jones Sustainability World Index was conducted, to identify different rhetorical strategies (institutional, political and strategic), each associated with modes companies use to gain legitimacy (cognitive, moral and pragmatic).

Findings

The study shows that service and product companies differ in terms of how they symbolically manage legitimacy. Service companies are less active in communicating CSR in two out of three of the identified rhetorical strategies. Other differences are observable at an industry level.

Practical implications

The study provides an in-depth understanding of legitimacy approaches elicited by online CSR communication. Managers of service companies can benefit from suggestions on how to use CSR content to sustain specific legitimacy strategies.

Originality/value

This study represents a starting point in connecting the ongoing debate on legitimacy theory with different rhetorical CSR approaches. It demonstrates that the seeking of legitimacy is to some extent restrained within the service industry.

Details

The TQM Journal, vol. 30 no. 5
Type: Research Article
ISSN: 1754-2731

Keywords

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Article
Publication date: 14 July 2020

Javad Izadi Z.D., Sayabek Ziyadin, Maria Palazzo and Mendip Sidhu

The purpose of this study is to investigate the impact of innovation management capability on organisational performance. Based on the resource-advantage theory, this…

Abstract

Purpose

The purpose of this study is to investigate the impact of innovation management capability on organisational performance. Based on the resource-advantage theory, this study addresses: “To what extent do intellectual and emotional assets influence marketing management capability which loads to the organisation’s performance?”

Design/methodology/approach

To understand the research objectives, the data was collected via 35 in-depth interviews with managers and academics from various multi-national companies and new empirical insights were offered.

Findings

This study recognised three components of intellectual and emotional assets (knowledge and competence; digital technology; and reputation) and their influences on business performance.

Research limitations/implications

The focus on small- and medium-sized enterprises (SMEs) limits the generalisation of this study. To scrutinise the relations documented in this study, future research should be conducted in other country settings and different sector.

Originality/value

This study contributes to the sustainability literature by developing a conceptual model that explains the development and role of innovation management in a market context with its associated sustainability management outcomes. The results are of importance to both SMEs and policymakers. Clear need to investigate further how organisations can benefit from such capabilities for greater growth is identified.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

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Article
Publication date: 5 February 2020

Maria Palazzo, Linda Deigh, Pantea Foroudi and Alfonso Siano

This paper aims to explore the relationship between community relations (CR) and the concept of place branding (PB) by analysing several companies in a developing…

Abstract

Purpose

This paper aims to explore the relationship between community relations (CR) and the concept of place branding (PB) by analysing several companies in a developing sub-Saharan country – Ghana, and developing a framework that links the selected concepts together.

Design/methodology/approach

The paper provides an analysis based on a multiple case study approach, with an interpretivist analysis of secondary and primary data derived from archival documents and in-depth interviews of corporate social responsibility (CSR) and brand managers from purposefully selected cases of private financial institutions. The data gathered were qualitatively analysed to identify and interpret common themes about CR, PB and other relevant factors such as culture. Based on analysis of the qualitative data, a comprehensive framework for CR and PB was formulated.

Findings

Findings show that in the developing sub-Saharan country Ghana, the process of establishing a place brand is complex because of influences exerted on CR practices by culture, management agenda of private organisations, government intervention and the fragmentation of efforts to generate a coherent dialogue with numerous stakeholders.

Practical implications

The study shows that managers can leverage on an array of CR elements, including moral and ethical obligations of the company, provision of economic benefits, integration, common goals between the corporation and its communities, responsibility to stakeholders, proactive action, partnerships across sector lines and active leadership, to boost PB. Thus, this research will help policymakers, country brand managers and communication professionals in structuring a proper PB starting from the efforts made in the CR field.

Originality/value

This research can be considered one of the few studies undertaken with a view to understanding and developing a CR framework that links with PB in a developing country. The study identifies several important moderators of PB and factors influencing CR. All issues are approached from the study of PB that promotes economic, commercial and political interests at home and abroad.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

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Article
Publication date: 13 November 2017

Alfonso Siano, Maria Palazzo, Pantea Foroudi and Agostino Vollero

The aim of this conceptual paper is to review Bernstein’s communication wheel to make it a tool that can be used in the selection of a corporate communication mix.

Abstract

Purpose

The aim of this conceptual paper is to review Bernstein’s communication wheel to make it a tool that can be used in the selection of a corporate communication mix.

Design/methodology/approach

A critical analysis of Bernstein’s communication wheel shows it to be a checklist, a starting point in the examination of corporate communication mix, but it is not as such of great help to the decision maker.

Findings

The findings of reviewing literature highlight that the principle of a clear distinction between strategic decisions and operational decisions is applicable also in the field of corporate communication. For each stakeholder relationship, the authors’ framework suggests typical combinations of activities and means to be used. These combinations are useful to experiment with expert systems which are functional to the choices of corporate communication mix.

Practical implications

The analysis of communication gaps gives directions for formulating strategic decisions. In this framework, tactical decisions concern the components of the communication mix architecture (or communication chain): activities, means and vehicles of communication. On the contrary, Bernstein’s communication wheel includes only generic channels (or media) and gives no indications as to the architecture of the communication mix.

Originality/value

This study illustrates the hierarchy of decisions relating to corporate communication mix, the communication wheel could also be useful in communication planning. If this assumption is held to be true it then becomes possible to lay out a framework for a progressive decision-making path that means making sequential choices (first strategic, then tactical). In the stakeholder approach, the aim of strategic decisions is to choose the stakeholder groups on which a firm has to focus its corporate communication activities.

Details

The Bottom Line, vol. 30 no. 3
Type: Research Article
ISSN: 0888-045X

Keywords

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