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1 – 5 of 5Duarte 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 Pearson…
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.
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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.
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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 (CA) as…
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.
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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…
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.
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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 empirical…
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.
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