Search results

21 – 30 of over 1000
Article
Publication date: 14 March 2022

Jueman (Mandy) Zhang and Yi (Jasmine) Wang

The novel coronavirus 2019 (COVID-19) pandemic provided new and various opportunities for corporate social responsibility (CSR) activities. This study intended to compare three…

1877

Abstract

Purpose

The novel coronavirus 2019 (COVID-19) pandemic provided new and various opportunities for corporate social responsibility (CSR) activities. This study intended to compare three types of CSR activities – product development, in-kind donation and CSR commercial – undertaken by two companies – Nike, Inc. and The Coca-Cola Company in response to the pandemic. The purpose of this study was to investigate how CSR activity type and their attributes affected effectiveness.

Design/methodology/approach

This study used an experiment using a 3 (CSR activity type) × 2 (company) mixed factorial design. CSR activity type was a between-subjects factor, and company was a within-subjects factor. The attributes of dynamism and innovativeness, corporate image, brand equity and social media sharing likelihood were dependent variables.

Findings

The findings underscored the importance of CSR activity type and their attributes of dynamism and innovativeness in the effects on corporate image and brand equity. Product development and in-kind donation, which were perceived as more dynamic than CSR commercial, resulted in more desirable corporate images. Product development, which was perceived as more innovative than in-kind donation and CSR commercial, did not result in greater brand equity than in-kind donation, but resulted in greater brand equity than CSR commercial. The CSR activity type and their attributes did not affect social media sharing likelihood. Differences in content modes could be considered.

Originality/value

This study advanced the knowledge on the effectiveness of CSR activities by comparing CSR activity types varying in dynamism and innovativeness in the context of a public health crisis that caused unprecedented societal changes and challenges.

Details

Journal of Product & Brand Management, vol. 31 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 4 January 2021

Wang-Sheng Chen and Kuen-Hung Tsai

This study empirically tests a brand ownership framework based on psychological ownership theory. It examines the role of participative brand development in developing brand…

Abstract

Purpose

This study empirically tests a brand ownership framework based on psychological ownership theory. It examines the role of participative brand development in developing brand ownership among different social value orientation (i.e. proself and prosocial). Furthermore, it examines brand ownership's effects on various food brand supportive behaviours and the moderating role of consumer perceived ethicality.

Design/methodology/approach

To understand the participative brand development effect on brand ownership and brand supportive behaviours of organic food and local cultural food from the consumer perspective, primary data collected via 668 valid questionnaires tested the conceptual model using partial least squares structural equation modelling.

Findings

Participative brand development has a significant influence on brand ownership. Moreover, brand ownership is an important factor in affecting brand supportive behaviours. The negative relationship between brand ownership and positive word of mouth for those who have higher consumer perceived ethicality is significant. Moreover, social value orientation, the relationships between participative brand development and brand ownership differ significantly.

Research limitations/implications

First, it only focusses on the antecedents of brand ownership among different proself and prosocial groups in Taiwan. However, Taipei, as an important city in Taiwan, is a microcosm of Taiwan's food development. It can reflect the problems existing in Taiwan's current food development process from one side. Second, customer perceived ethicality was moderated into the psychological ownership model to extend it. Future studies may consider sustainable consumer behaviour (White et al., 2019) and other variables to explain the antecedents and consequences of brand ownership on the moderating role. Third, more multi-group analyses may explore the antecedents of brand ownership of more and different groups.

Practical implications

First, the participative brand development of proself groups (such as organic food marketers) towards brand ownership should emphasize the health and safety associated benefits of organic foods. If consumers perceive more health and safety benefits from adopting organic foods regarding their well-being needs, they will be more willing to increase their use of organic foods. Second, local cultural food marketers play a significant role in promoting processed foods, creative gourmet, rural leisure and festival events. In the current stage of local cultural food development, the more immediate consequences of pro-environmental behaviours for a given city, region or neighbourhood can make environmental actions and outcomes seem more tangible and relevant (Scannell and Gifford, 2013). Organic and local cultural food marketers should also pay attention to the change in the psychology of different group members and adjust marketing strategies appropriately.

Social implications

Consumers who are convinced that organic foods strongly adhere to the environmental and ethical principles they value may intensify their organic buying behaviour. Drawing on people's attachments to a specific place (Gifford, 2014), festival events can lead to engagement in local cultural products consumption. People may be subject to the opinions of important people, such as family members, relatives and friends. Therefore, communities could advocate for local cultural food via word of mouth and consume local cultural food daily to create a good pro-environmental atmosphere.

Originality/value

This is the first study to investigate the antecedents and consequences of brand ownership and the moderators of these relationships in the context of organic food and local cultural food.

Article
Publication date: 26 February 2020

Sauvik Kumar Batabyal and Kanika Tandon Bhal

Possession and usage of data-enabled smartphones have added further complexity to the issue of cyberloafing behavior and it certainly evokes newer ethical concerns. This study…

1063

Abstract

Purpose

Possession and usage of data-enabled smartphones have added further complexity to the issue of cyberloafing behavior and it certainly evokes newer ethical concerns. This study aims to explore how working individuals perceive the ethicality of their cyberloafing behaviors at the workplace and the cognitive logics they apply to justify their cyberloafing behavior.

Design/methodology/approach

Incorporating constructivist grounded theory methodology, 19 working managers from various organizations were interviewed face-to-face and responses were audio-recorded with prior consent. The recordings were transcribed verbatim, simultaneously analyzed and coded to let the themes emerge out of the data.

Findings

The research showed that working managers use varied combinations of office computers, personal laptops, smartphones, wireless internet provided at the office and personal mobile-internet to loaf around at workplaces. Moreover, it unearthed that employees use nine different neutralization techniques and six different ethical logics (with normative undertones) in a network fashion while considering the ethicality of cyberloafing behavior.

Practical implications

Recognizing the complexities is imperative to moderate any deviant behavior in an organization. The layers of ethicality and neutralization tactics will equip the working managers and companies to place the required internet and smartphone usage policies in the future.

Originality/value

This research has taken into account all forms of cyberloafing behaviors. The perceived ethicality of cyberloafing behavior at the workplace was not fully explored in a holistic manner before, specifically in the Indian context.

Details

Journal of Information, Communication and Ethics in Society, vol. 18 no. 4
Type: Research Article
ISSN: 1477-996X

Keywords

Abstract

Details

Research on Professional Responsibility and Ethics in Accounting
Type: Book
ISBN: 978-1-84855-377-4

Book part
Publication date: 21 November 2018

Caroline O. Ford, Bradley E. Lail and Velina Popova

Earnings management is a common term in the academic community and is likely understood by managers and professional investors, but how the large community of non-professional…

Abstract

Earnings management is a common term in the academic community and is likely understood by managers and professional investors, but how the large community of non-professional investors interprets this term is less clear. We examine non-professional investors’ attitudes toward earnings management and their resulting investing behaviors using a 2 × 2 mixed design. We manipulate investor role (prospective vs current) between participants and the method of earnings management within participants. We believe that different investment goals (prevention vs promotion) between current and prospective investors should lead to different investing behaviors. Consistent with our expectations, we find that current investors are more likely to maintain an equity than prospective investors are to invest in the same opportunity. Further, the consistent link between investors’ attitudes and actual investment behavior is only present for prospective investors. The prevention goal drives the current investors to maintain their investment, while the prospective investors remain more objective and focus on a goal of promotion. Importantly, prior research examining investor attitude toward earnings management has failed to link investors’ attitudes with actual investing decisions; our study attempts to fill this void by examining attitudes toward earnings management as well as subsequent investment behavior.

Article
Publication date: 29 March 2013

Leonidas C. Leonidou, Constantinos N. Leonidou and Olga Kvasova

The purpose of this paper is to develop and test a model that focuses on the cultural drivers and trust outcomes of consumer perceptions on issues pertaining to the unethical…

7714

Abstract

Purpose

The purpose of this paper is to develop and test a model that focuses on the cultural drivers and trust outcomes of consumer perceptions on issues pertaining to the unethical marketing behavior of firms. It specifically investigates: the role of cultural orientation in forming consumer ethical ideology; the link between the consumer's ethical ideology and his/her perceptions regarding the unethical marketing behavior of firms; the effect of perceived unethical marketing behavior on trust in firms; and the moderating role of gender, age, and education of the consumer.

Design/methodology/approach

The article is based on a quantitative survey conducted among 387 Cypriot consumers aged 18 and above, using stratified random sampling procedures. The items comprising the constructs used were derived from multiple literature sources and these were measured on a seven‐point Likert scale. Data were gathered through personal, face‐to‐face interviews conducted at central locations in all major towns of Cyprus. To test the hypothesized relationships among the constructs of the model, structural equation modeling was employed.

Findings

The study confirmed that both power distance and uncertainty avoidance are important in forming idealistic attitudes, while both individualism and masculinity lead to an egoistic attitude. Idealism was observed to have a positive association with perceived marketing unethicality, while egoism was found to negatively affect consumer perceptions of unethical marketing behavior by firms. It was also revealed that perceived unethical marketing behavior decreases consumer trust. The study also revealed that the link between idealism and perceived marketing unethicality is stronger among male and older individuals, while consumer's level of education had no moderating impact on this link. Finally, none of the consumer demographics examined (i.e. gender, age, and education) moderated the association between egoism and perceived unethical marketing behavior.

Originality/value

The originality of the study lies in the fact that: it puts together in a single model both antecedents and outcomes of the marketing unethicality of firms, as this is perceived by the individual consumer; concurrently examines the role of cultural orientation and ethical ideology of the consumer in forming ethical attitudes and responses; focuses on the instrumental role of cultural characteristics on consumer ethical perceptions from the perspective of the individual, rather than the society as a whole; places emphasis on unethical issues taking place across all elements of the marketing mix; and provides useful examination of the effects of unethical marketing practices on consumer trust.

Details

European Journal of Marketing, vol. 47 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

Open Access
Article
Publication date: 29 June 2020

Abhi Bhattacharya, Valerie Good and Hanieh Sardashti

This paper aims to determine what the brand performance consequences of corporate social responsibility (CSR) activities would be during times of recession for well-known brands.

12601

Abstract

Purpose

This paper aims to determine what the brand performance consequences of corporate social responsibility (CSR) activities would be during times of recession for well-known brands.

Design/methodology/approach

Based on signaling theory, this paper investigates if CSR activities serve to signal higher brand value for consumers via perceptions of better quality and greater differentiation, specifically during recessions. This study incorporates a representative longitudinal sample of known US firms for the analyses, which is accomplished through generalized method of moments estimations.

Findings

The findings empirically demonstrate that CSR initiatives during recessions are actually associated with increased perceptions of brand value. More specifically, during recessions, CSR initiatives such as charitable contributions provide a signal to customers of higher brand quality.

Research limitations/implications

This study did not control for the costs of doing specific CSR activities that may be less visible to consumers.

Practical implications

While individual firms or managers may not be able to prevent recessions from happening, they can limit the negative impact of recessions on their performance by engaging in CSR activities (or refrain from cutting back) during these times.

Social implications

Because CSR initiatives during recessions result in more favorable consumer perceptions of the brand, engaging in CSR aligns both social and managerial interests, owing to the economic gains from CSR investments.

Originality/value

During times of recession, some critics indicate that CSR may be an unaffordable luxury. On the contrary, this research shows that managers may want to consider CSR activities as a means of increasing the value of their brands, especially during economic recessions.

Details

European Journal of Marketing, vol. 54 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 13 November 2017

Sam Fullerton, Roger Brooksbank and Larry Neale

Technology-based initiatives are now being routinely incorporated within most companies’ marketing strategies. The purpose of this paper is to explore consumer perspectives on the…

1681

Abstract

Purpose

Technology-based initiatives are now being routinely incorporated within most companies’ marketing strategies. The purpose of this paper is to explore consumer perspectives on the ethics of these initiatives. It also seeks to identify underlying dimensions within the technology-based strategic environment with the intent of generating advances for both academicians and practitioners alike.

Design/methodology/approach

The enquiry is based on a survey featuring a cross-section of 20 technology-based initiatives. A sample of 967 adult residents of the USA provided their views of the extent to which each initiative/scenario conformed to their perception of society’s norms regarding ethical acceptability.

Findings

In total, 13 of the 20 initiatives were deemed unacceptable with the greatest disdain exhibited for a company posting bogus online reviews. Most acceptable were self-service checkouts. Three sub-dimensions of the ethicality construct as it relates to technology-based marketing initiatives were identified and validated as measurement scales for use in future research: involvement, communication, and privacy.

Research limitations/implications

The generalization of findings may be limited because younger and older segments of the population were slightly under- and over-represented, respectively.

Practical implications

Marketers should recognize that consumers are much more accepting of any initiative from which they will derive some benefit. They should also recognize that within this arena, ethical acceptability is a multi-dimensional phenomenon, necessitating that they strategize accordingly.

Originality/value

Although previous research has garnered insights with respect to a particular technology-based marketing initiative, none have explored the relativities of consumer perceived ethicality across an array of different initiatives or examined any latent sub-dimensions of the construct in this arena. This study addresses these deficiencies.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 29 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 1 August 2016

Abhigyan Sarkar, Juhi Gahlot Sarkar and K.S. Venu Gopal Rao

The purpose of this qualitative study is to explore the antecedents and consequences of hospital brand attachment and associated intervening factors amongst patients and…

Abstract

Purpose

The purpose of this qualitative study is to explore the antecedents and consequences of hospital brand attachment and associated intervening factors amongst patients and attendants in the context of the emerging Indian market where the hospital industry has a heterogeneous structure consisting of state-owned and private hospitals.

Design/methodology/approach

Semi-structured in-depth interviews were conducted to collect data. Data were coded using the grounded theory method to explore and validate interrelationships between the constructs that emerged.

Findings

Based on the data analysis, a grounded theory framework has been developed, which recognizes hospital brand attachment as the central construct, and depicts its related antecedents, consequences and intervening or moderating factors.

Originality/value

The study contributes to the existing body of healthcare marketing research by having discovered actionable antecedents of hospital brand attachment that could help healthcare marketers in emerging markets to formulate branding strategies that strengthen the patient–hospital brand attachment relationships. Based on the concepts explored in this qualitative study, it has been put forth that the concept of brand love or brand attachment that is well-researched in the case of general consumer brands is also applicable in the case of hospital brands, without ignoring the specific idiosyncrasies of the hospital industry.

Details

Journal of Asia Business Studies, vol. 10 no. 3
Type: Research Article
ISSN: 1558-7894

Keywords

Article
Publication date: 28 September 2018

Eileen Bridges

Ethical decisions determine which individuals and/or groups benefit, and which suffer. Such decisions by executives impact front-line providers directly and customers indirectly;…

2389

Abstract

Purpose

Ethical decisions determine which individuals and/or groups benefit, and which suffer. Such decisions by executives impact front-line providers directly and customers indirectly; they are important because repercussions in service interactions feel personal. The purpose of this paper is to fill an important gap in the service literature by exploring how high-level executives make ethical decisions, creating values and culture within an organization; the results include testable propositions.

Design/methodology/approach

The research used a grounded theory approach, wherein high-level executives in successful service organizations responded through in-depth interviews. Complete interview transcripts were analyzed using standard qualitative methodology, including open coding to better understand and categorize the data, axial coding to seek out crucial relationships between concepts, and selective coding to develop research propositions.

Findings

Data analysis revealed two groups of interviewees, one more outcome-oriented in decision making and the other more process-oriented. The organizations led by more outcome-oriented executives have strong family-like (or paternalistic) cultures, whereas the organizations led by more process-oriented executives value adaptability and diversity.

Research limitations/implications

The executives interviewed are quite successful; therefore, it is not possible to make inferences about unsuccessful executives or those leading poorly performing organizations. Propositions developed relate that process-oriented executives use both analytical measures and intuition in decision making, whereas outcome-oriented respondents rely more heavily on analytical measures.

Practical implications

Service executives apparently make ethical decisions while focusing either on processes or on outcomes; members of these two groups use different evaluative criteria to identify a successful decision. Decisions relating to people within the organization are perceived by the executives to be especially salient, apparently owing to interpersonal interaction in services.

Social implications

There are inherent social implications when ethical decisions are made, because these decisions determine which individuals or groups benefit, and which suffer.

Originality/value

This research is among the first to interview high-level service executives about their ethical decision making when their choices define culture and values within their organizations. Findings offer a new look at how differences between executives that focus on processes and those that focus on outcomes may shape organizational cultures and lead to consideration of different criteria in making and evaluating decisions.

Details

Journal of Service Theory and Practice, vol. 28 no. 5
Type: Research Article
ISSN: 2055-6225

Keywords

21 – 30 of over 1000