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Article
Publication date: 31 July 2009

Shu‐Pei Tsai

A number of research findings point to positive motivational attribution about the donor brand as an essential element of cause‐related marketing (CRM) effectiveness…

Abstract

Purpose

A number of research findings point to positive motivational attribution about the donor brand as an essential element of cause‐related marketing (CRM) effectiveness. However, there still lacks sophisticated delineation to explicate the antecedents and consequences of positive motivational attribution. The purpose of this paper is to propose and test a strategic management model to address this issue.

Design/methodology/approach

The current study, integrating pertinent theories, develops the conceptual CRM strategic management model. A multi‐phase investigation, alongside statistical technique of structural equation modelling, is used to estimate the causal path relationships among the latent constructs as hypothesised in the model.

Findings

Positive motivational attribution about the donor brand refers to the target consumer's perception that the donor brand is motivated with more altruism than egotism. Only when the consumer's prior experience of the donor brand reaches an acceptable level, such perception becomes possible to emerge. Then, the consumer feels stronger moral pleasure for participating or stronger moral displeasure for not participating in the campaign. Eventually, moral pleasure and moral displeasure exert immediate impact on purchase intention.

Originality/value

The empirically validated CRM strategic management model contributes to brand‐marketing research and practice by providing more strategic clues for maximising CRM effectiveness.

Details

Marketing Intelligence & Planning, vol. 27 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

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Book part
Publication date: 5 August 2019

Philip S. Gorski

What is the relationship between the descriptive and the normative? The usual answer, in the social sciences, is based on a sharp distinction between facts and values…

Abstract

What is the relationship between the descriptive and the normative? The usual answer, in the social sciences, is based on a sharp distinction between facts and values. This chapter reprises and radicalizes long-standing critiques of the fact/value distinction, proposes an alternative theory of ontic webs in its stead, and then uses it to delineate six different forms of public sociology. It argues that facts are value-laden and values fact-laden; that facts and values are entangled in webs of belief and practice; and that attributions of causation and moral responsibility are connected via ontological assumptions. Effective public sociology therefore requires a combination of ontological extension and moral translation.

Details

Religion, Humility, and Democracy in a Divided America
Type: Book
ISBN: 978-1-78973-949-7

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Article
Publication date: 2 July 2018

Sanaz Vatankhah and Ali Raoofi

This study aims to report on the impact of psychological entitlement and egoistic deprivation on interpersonal and organizational deviant behavior among cabin crews. As a…

Abstract

Purpose

This study aims to report on the impact of psychological entitlement and egoistic deprivation on interpersonal and organizational deviant behavior among cabin crews. As a neglected theory in organizational research, attribution theory is used to link psychological entitlement to interpersonal and organizational deviant behavior through the mediating effect of egoistic deprivation.

Design/methodology/approach

A questionnaire survey was conducted in governmental and public airline companies in Iran. The survey yielded 294 effective questionnaires. Study relationships were gauged using structural equation modeling.

Findings

According to the results, psychological entitlement boosts cabin crews’ egoistic deprivation and interpersonal and organizational deviant behavior. Consistent with hypothesized proposition, cabin crews’ egoistic deprivation fosters interpersonal deviant behavior. Particularly, it appears that egoistic deprivation among cabin crews partially mediates the effect of psychological entitlement on interpersonal deviant behavior. Contrary to the authors’ prediction, egoistic deprivation does not act as the mediator in the relationship between psychological entitlement and organizational deviant behavior.

Originality/value

This study sheds light on relatively limited psychological entitlement literature by extending attribution theory to cabin crews’ deprivation and workplace deviant behavior.

Details

Tourism Review, vol. 73 no. 3
Type: Research Article
ISSN: 1660-5373

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Article
Publication date: 5 May 2015

Denni Arli, Fandy Tjiptono and Rebecca Porto

The purpose of this paper is to explore the impact of moral equity, relativism, and attitude towards digital piracy behaviour in a developing country. End-user piracy is…

Abstract

Purpose

The purpose of this paper is to explore the impact of moral equity, relativism, and attitude towards digital piracy behaviour in a developing country. End-user piracy is more difficult to detect than commercial piracy. Thus, an effective strategy to combat piracy needs a comprehensive understanding of both the supply and demand sides of piracy. The current study focuses on the demand side by investigating the impact of moral equity, relativism, and attitude on consumer piracy behaviour in Indonesia.

Design/methodology/approach

Using a convenient sample in Yogyakarta, Indonesia, questionnaires were distributed in a large private university. In addition, through snowball sampling techniques, the surveys were also distributed to other adults who live within a walking distance from the campus. The data collection resulted in 222 usable surveys (a response rate of 68 per cent).

Findings

In Indonesia, moral equity had a negative and significant impact on purchases of illegal copies of music CDs and pirated software. Relativism affects the purchase of pirated software positively, but its effect on purchases of illegal copies of CDs is insignificant. Attitude towards the act was negatively impacted by moral equity for CDs and software. Relativism only significantly affects the purchase of pirated software but in the opposite direction while it has failed to reach significance for illegal music CD purchases. Attitude towards the software piracy and purchases of illegal copies of music CDs positively affect consumer’s digital piracy behaviour. Finally, Indonesian consumers feel more morally wrong to purchase illegal copies of CDs than to buy pirated software.

Practical implications

In the context of Indonesia, higher moral equity has affected piracy behaviour negatively. Therefore, efforts to reduce piracy should focus on highlighting the importance of fairness and justice. One of the main drivers of digital piracy (e.g. buying, downloading, copying, and sharing digital materials illegally) is overpriced products. It has led many Indonesians to believe that it is acceptable to purchase pirated software and illegal copies of CDs. Nonetheless, if companies are able to lower prices; thus make it affordable to consumers, consumers will perceive fairness and justice in purchasing original copies of software and CDs.

Originality/value

There are very limited studies investigating factors impacting the purchase of pirated software and CDs in the developing countries specifically Indonesia, the fourth most populous nation in the world and one of the biggest markets for counterfeit products. This is one of first few studies exploring this issue in Indonesia.

Details

Marketing Intelligence & Planning, vol. 33 no. 3
Type: Research Article
ISSN: 0263-4503

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Book part
Publication date: 5 August 2019

Abstract

Details

Religion, Humility, and Democracy in a Divided America
Type: Book
ISBN: 978-1-78973-949-7

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Article
Publication date: 2 September 2014

Hadeer Hammad, Noha El-Bassiouny, Pallab Paul and Kausiki Mukhopadhyay

The purpose of this paper is to study the usage of ethical business strategies, in particular those using the corporate social responsibility (CSR) approach, of Egyptian…

Abstract

Purpose

The purpose of this paper is to study the usage of ethical business strategies, in particular those using the corporate social responsibility (CSR) approach, of Egyptian businesses. The authors primarily focus on one facet of CSR strategy – cause-related marketing (CRM) – which has been increasingly used by marketing practitioners in recent times.

Design/methodology/approach

In the context of Egyptian household goods business, the authors investigate the factors that motivate/hinder consumer participation in their CRM campaigns using a sample of 261 respondents in a mixed research design.

Findings

Results show that motivational attribution significantly predicts consumers’ responses toward CRM, with moral judgment playing a partial mediating role in such relationship. In addition, several variables such as altruism and religiosity among personality characteristics are found to arouse consumers’ positive motivational attribution, whereas skepticism was negatively associated with CRM responses.

Practical implications

The findings of this research have both practical and social implications for academics and practitioners alike. Successful campaigns should include the factors inducing motivational attribution, which, in turn, enhances consumers’ attitude toward a company and their purchase intentions. Personal characteristics also impact consumer responses and should be paid attention to.

Originality/value

In a world characterized by fast-changing pace of globalization, it has become critical to study an important phenomenon like CRM in the Middle East, and this original research provides insights into how effective CRM campaigns can be developed there. This will strengthen our cross-cultural understanding of the similarities and differences in consumer viewpoints between developed and developing countries.

Details

Journal of Islamic Marketing, vol. 5 no. 3
Type: Research Article
ISSN: 1759-0833

Keywords

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Book part
Publication date: 13 July 2016

Jeongkoo Yoon and Soojung Lee

This study examines the effects of a firm’s corporate social responsibility (CSR) initiative on its employees’ organizational attachment and intent to leave. We propose…

Abstract

Purpose

This study examines the effects of a firm’s corporate social responsibility (CSR) initiative on its employees’ organizational attachment and intent to leave. We propose that employees’ perceived authenticity of their firm’s CSR activity mediates the effects of a firm’s CSR initiative on employees’ attachment to the firm and intent to leave. We also hypothesize that employees understand the authenticity of their firm’s CSR initiative based on internal and external attribution mechanisms. We propose that internal attribution enhances authenticity, while external attribution reduces it.

Methodology/approach

We surveyed a sample of 450 employees from 38 Korean companies that were included in the 2009 Dow Jones Sustainability Index Korea (DJSI Korea). To test the theoretical model, we employed a linear structural equation modeling which allows the causal estimation of theoretical constructs after taking into account their measurement errors.

Findings

As predicted, internal attribution significantly increases employees’ perceptions of their firm’s CSR authenticity, whereas external attribution significantly reduces such perceptions. Employees’ perceptions of authenticity, in turn, increase their affective attachment and decrease their intent to leave. In addition, the effects of the two attribution mechanisms on organizational attachment and intent to leave were mediated by employees’ perceptions on authenticity.

Research limitations/implications

Research on authenticity has been case studies or narrative ones. This is one of the first studies investigating the role of authentic management empirically.

Practical implications

We demonstrate that a firm’s CSR initiative is a double-edged sword. When employees perceive inauthenticity of their firm’s CSR initiative, the CSR initiative could be detrimental to employees’ attachment to the firm. This study calls attention to the importance of authentic management of CSR.

Social implications

Informational transparency through social network services become the foundational reality to the contemporary management. To maintain competitive edge in this changing world, every stakeholder of a firm including managers, employees, customers, shareholders, government, and communities should collaborate and help each other live the principle of authenticity.

Details

Advances in Group Processes
Type: Book
ISBN: 978-1-78635-041-1

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Article
Publication date: 13 June 2016

Denghua Yuan, Geng Cui and Lei Lai

When apologizing for a brand crisis, self-attribution by a business inevitably affects consumer attitude and behavior. The purpose of this study is to draw from the…

Abstract

Purpose

When apologizing for a brand crisis, self-attribution by a business inevitably affects consumer attitude and behavior. The purpose of this study is to draw from the dissonance-attribution model and investigate the effect of self-attribution in apologies on consumers’ brand attitude.

Design/methodology/approach

This study includes two scenario-based experiments of 2 × 2 design.

Findings

In the first experiment on product failure, the results show that internal attribution generates significant change in brand attitude in a positive direction, while external attribution leads to negative change in brand attitude. Dispositional attribution leads to significantly more positive brand attitude than situational attribution. Internal/dispositional attribution produces significantly more positive effect on consumer attitude than the other three types of attribution. Moreover, perceived risk is found to mediate the relationship between attributions and brand attitude, and such mediating effect is moderated by consumers’ corporate associations. However, in the second experiment on moral crisis, the mediating and moderating effects are not significant.

Practical implications

Clearly, how a company apologizes for a product crisis makes a big difference in the effectiveness of recovery strategies to restore consumer confidence. Sincere apologies based on internal/dispositional attribution are more effective to re-gain the respect of consumers and win them back.

Originality/value

This study is the first to examine consumer reactions to self-attributions by marketers apologizing for a brand crisis and the combined effect of self-attributions along the horizontal dimension (internal versus external attribution) and the vertical dimension (dispositional versus situational attribution).

Details

Journal of Consumer Marketing, vol. 33 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

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Article
Publication date: 30 October 2018

Sabrina M. Hegner, Ardion D. Beldad and Ruth Hulzink

Brands facing a crisis have to decide whether to disclose crisis-related information themselves or to wait and take the risk that a third party breaks the news. While…

Abstract

Purpose

Brands facing a crisis have to decide whether to disclose crisis-related information themselves or to wait and take the risk that a third party breaks the news. While brands might benefit from self-disclosing the information, it is likely that the impact of crisis communication on customers’ evaluation of the brand depends on the type of crisis. This study aims to investigate the influence of type of crisis on the relationshp between disclosure and brand outcomes.

Design/methodology/approach

A 2 × 2 between-subjects experiment with 180 Dutch participants was conducted.

Findings

Results show that self-disclosure of a negative incident positively affects consumers’ attitude, trust and purchase intention compared to third-party disclosure. Additionally, disclosure and crisis type interact. In times of a product-harm crisis, self-disclosure does not represent an advantage to third party disclosure, while in times of a moral-harm crisis disclosure by the brand is able to maintain customers’ positive attitude towards and trust in the brand compared to disclosure by a third party. Moreover, blame attribution mediates the effect of crisis type on brand evaluations.

Originality/value

Recent research indicates that self-disclosing crisis information instead of waiting until thunder strikes has beneficial effects for a brand in times of crisis. However, these studies use the context of product-harm crises, which neglects the possible impact of moral-harm crises. Furthermore, this study adds the impact of blame attributions as a mediator in this context.

Details

Journal of Product & Brand Management, vol. 27 no. 5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 20 February 2020

Rong Huang, Xinyue Zhou, Weiling Ye and Siyuan Guo

This paper aims to clarify an important nuance by proposing that people attribute human mind to brands on two distinct dimensions: think and feel.

Abstract

Purpose

This paper aims to clarify an important nuance by proposing that people attribute human mind to brands on two distinct dimensions: think and feel.

Design/methodology/approach

Eight studies were conducted to first develop and validate the 14-item Brand Anthropomorphism Questionnaire, and then to investigate how the two subscales, think or feel dimensions, influence consumer moral judgment of brands.

Findings

This research developed a 14-item Brand Anthropomorphism Questionnaire with two subscales, which are psychometrically sound and show discriminant validity with regard to existing brand constructs. Furthermore, think or feel brand anthropomorphism dimensions can predict consumers’ moral judgment of brands.

Research limitations/implications

The present research offers preliminary evidence about the value of distinguishing between think brand and feel brand in consumer moral judgment. Further research could investigate other potential impact of the two dimensions, and possible antecedents of think/feel dimensions.

Practical implications

Managers can use the scale for assessment, planning, decision-making and tracking purposes. In addition, in the event of brand scandal or brand social responsibility activities, public-relations efforts can use the findings to earn or regain the trust of consumers, as this research demonstrates that marketers can shape (tailor) the feel or think dimensions of brand perception to change consumers’ moral judgment of the brands.

Originality/value

This research makes theoretical contribution to the brand anthropomorphism literature by differentiating the two dimensions and exploring the influence of anthropomorphism of consumer moral judgment.

Details

Journal of Product & Brand Management, vol. 29 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

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