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Open Access
Article
Publication date: 16 May 2018

Duarte Xara-Brasil, Kavita Miadaira Hamza and Percy Marquina

The purpose of this paper is to analyze customers’ perceptions about brand personality in different cultural environments, checking if the archetypal framework of Mark and…

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Abstract

Purpose

The purpose of this paper is to analyze customers’ perceptions about brand personality in different cultural environments, checking if the archetypal framework of Mark and Pearson (2001) applies to different brands across countries.

Design/methodology/approach

The authors measured consumers’ perceptions in different cultural contexts through a survey, and received 537 valid questionnaires from Portugal, Brazil, Colombia and Peru, countries that have some similar indicators of cultural proximity. The authors wanted to verify if the words and sentences that respondents related to each brand were coherent with the archetype/brand, and the homogeneity of the results in different cultural contexts.

Findings

Empirical evidence shows that there is proximity between the literature review and the associations – words and sentences – that consumers from different countries make with those brands. This consistency of results is significantly higher for word associations.

Originality/value

Regardless of the results, the perceptions of consumers expressed through the selected words were often diverse and heterogeneous among countries. This could possibly indicate insufficient efforts from global brands toward a coherent brand personality/global-archetypal approach. Therefore, managing brand personality deserves more attention and marketers must understand consumer behavior patterns in different markets.

Details

Revista de Gestão, vol. 25 no. 2
Type: Research Article
ISSN: 2177-8736

Keywords

Article
Publication date: 29 March 2022

Julianna Paola Ramirez Lozano, Kelly Rojas Valdez and Percy Marquina Feldman

This study aims to define a business school model of social responsibility (SR) and sustainability and describe how the implementation of this model impacts on small- and…

Abstract

Purpose

This study aims to define a business school model of social responsibility (SR) and sustainability and describe how the implementation of this model impacts on small- and mid-sized enterprises (SME) and stakeholders in the chain.

Design/methodology/approach

The model was built based on a conceptual analysis about the literary and documentary review in recognized databases of scientific publications and models of SR, accreditations and impact and quality report systems of business schools. The implementation of the model was based on a project that involved Peruvian SME. Data were collected through surveys administered to the study population. The results were confirmed through in-depth interviews. Analytical-synthetic, inductive-deductive-analytical methods were used to present the SR model.

Findings

This model focused on the Sustainable Development Goals (SDGs), partnerships and solved relevant social and economic problems. It also allowed the growth of the micro entrepreneur, the family, the company, the society and other stakeholders in the chain.

Research limitations/implications

The model was validated in one business school but generated more results than the expected. It is recommended to replicate it in other organizations. It has been developed in pandemic and post-pandemic situations.

Practical implications

The model was based on many impact models that considered the SDGs and relevant alliance generation that involved stakeholders in the chain. It also contributed to the development of entrepreneurs and the society.

Social implications

The model benefited people, society and companies. The program aimed to train and formalize entrepreneurs and generate social and economic development.

Originality/value

This study allowed moving from theory to practice in topics of SR and sustainability. The main original aspect is that the model was based on the Unión de Responsabilidad Social Universitaria Latino Americana model; the Business Graduates Association, European Quality Improvement System, Business school Impact System, Global Reporting Initiative standards, the Responsible Business Conduct and the SDGs.

Details

International Journal of Sustainability in Higher Education, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1467-6370

Keywords

Article
Publication date: 25 May 2012

Percy Marquina and Carlos E. Morales

The research study has three objectives. One is to provide empirical validation of the relationship between corporate social responsibility (CSR) and corporate abilities…

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Abstract

Purpose

The research study has three objectives. One is to provide empirical validation of the relationship between corporate social responsibility (CSR) and corporate abilities (CA) as an influential factor in socially responsible consumption. The second is to ascertain whether there are significant differences between CSR parameters estimated in the purchasing decisions of consumers from Peru and Spain. Finally, the authors aim to measure people's trade‐off between the social (CSR) and traditional (CA) features of their purchasing decisions in terms of their willingness to pay.

Design/methodology/approach

A discrete choice modelling experiment was used to test the relationship between CSR and CA, quantify consumers’ intention to purchase, and establish their willingness to pay for specific social features.

Findings

It was found that there is a positive relationship between CSR and CA regarding consumer behaviour and that Peruvian consumers seem to be more sensitive to CSR features of products than Spanish consumers. Moreover, the results show that the willingness to pay for each specific social feature seems to be contextually defined.

Originality/value

This paper contributes to the ongoing debate regarding the importance of corporate social responsibility as an influential factor in consumers’ socially responsible consumption. It quantifies the social features of companies’ products and willingness to pay.

Article
Publication date: 24 April 2009

Carlos Morales and Percy Marquina

The aim of this paper is to contribute empirical data around the under‐researched area of the relationship between age and team performance by comparing Latin‐American and…

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Abstract

Purpose

The aim of this paper is to contribute empirical data around the under‐researched area of the relationship between age and team performance by comparing Latin‐American and European contexts.

Design/methodology/approach

The paper adopts a quantitative approach. In total 205 surveys were conducted both in Spain (118) and in Peru (87).

Findings

Main results show that age does not have a predictive value on perception of performance when performance is measured with teamwork variables; and, at the same time, the perception of the diversity degree moderates the relationship between age and performance.

Originality/value

An extensive bibliography already exists on age, tenure and performance, which explicitly accepts that age and tenure do and do not have an impact on team performance. At the same time, empirical evidence shows differences and similarities between people of different ages in company performance. However, there has been little research comparing Latin American and European contexts, on how age affects the perception which teams have of their own performance. This paper describes the similarities and differences in organisations from two culturally, politically and economically diverse areas, which at the same time are united by a common history.

Details

Employee Relations, vol. 31 no. 3
Type: Research Article
ISSN: 0142-5455

Keywords

Article
Publication date: 15 March 2013

Percy Marquina Feldman and Arturo Z. Vasquez‐Parraga

Consumer responses to corporate social responsibility (CSR) initiatives when compared to consumer responses to corporate abilities (CA) have been elusory. Relevant…

6601

Abstract

Purpose

Consumer responses to corporate social responsibility (CSR) initiatives when compared to consumer responses to corporate abilities (CA) have been elusory. Relevant empirical research on the subject shows unclear results. The objective of this research is to examine key antecedents to consumer social responses (CnSR), in particular, the comparative effects of CSR initiatives and CA in the consumer purchasing behavior.

Design/methodology/approach

A choice‐based conjoint model was applied to quota consumer samples from two disparate countries (USA and Peru) in the shoe industry.

Findings

The results demonstrate that some CSR initiatives, such as companies' environmental commitments, along with some CA, such as product quality, significantly explain the nature of consumer responses and a trade‐off effect on consumers' willingness to pay for a product. The differences between the two countries, and those expected for gender and age, strengthen the relationships tested.

Practical implications

Implications for CSR policies, limitations of the findings, and considerations for future research supplement the contribution.

Originality/value

Trade‐off measures between traditional product features, that depend on CA, and CSR product features, that depend on CSR initiatives, are used to show why consumers prefer CSR products to other products.

Content available

Abstract

Details

Latin America
Type: Book
ISBN: 978-1-78756-808-2

Book part
Publication date: 23 March 2017

Barbara de Lima Voss, David Bernard Carter and Bruno Meirelles Salotti

We present a critical literature review debating Brazilian research on social and environmental accounting (SEA). The aim of this study is to understand the role of…

Abstract

We present a critical literature review debating Brazilian research on social and environmental accounting (SEA). The aim of this study is to understand the role of politics in the construction of hegemonies in SEA research in Brazil. In particular, we examine the role of hegemony in relation to the co-option of SEA literature and sustainability in the Brazilian context by the logic of development for economic growth in emerging economies. The methodological approach adopts a post-structural perspective that reflects Laclau and Mouffe’s discourse theory. The study employs a hermeneutical, rhetorical approach to understand and classify 352 Brazilian research articles on SEA. We employ Brown and Fraser’s (2006) categorizations of SEA literature to help in our analysis: the business case, the stakeholder–accountability approach, and the critical case. We argue that the business case is prominent in Brazilian studies. Second-stage analysis suggests that the major themes under discussion include measurement, consulting, and descriptive approach. We argue that these themes illustrate the degree of influence of the hegemonic politics relevant to emerging economics, as these themes predominantly concern economic growth and a capitalist context. This paper discusses trends and practices in the Brazilian literature on SEA and argues that the focus means that SEA avoids critical debates of the role of capitalist logics in an emerging economy concerning sustainability. We urge the Brazilian academy to understand the implications of its reifying agenda and engage, counter-hegemonically, in a social and political agenda beyond the hegemonic support of a particular set of capitalist interests.

Details

Advances in Environmental Accounting & Management: Social and Environmental Accounting in Brazil
Type: Book
ISBN: 978-1-78635-376-4

Keywords

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