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Introduction: In today’s world of increasing competition, diminishing product differentiation, higher customer expectations, easy product replacements and lowering brand loyalty, organisations are evolving new marketing strategies for economic, societal and sustainability. Cause-related marketing (hereafter referred to as CRM), a strategic sustainable philanthropic practice, is the upcoming form of CSR. CRM plays an instrumental role in achieving self-brand connection and brand loyalty.

Purpose: To explore, integrate and interconnect concepts of CRM and self-brand connection to get more insights into the imperative role of CRM strategy in developing self-brand connections that can lead to brand loyalty in the most sustainable way. For this, CRM and self-brand connection, as proposed by societal marketing and branding literature, were explored. This chapter is a propositional inventory where the researcher has explored the antecedents of CRM strategy and its role in developing brand loyalty through self-brand connection.

Methodology: This chapter is centred upon the existing literature on sustainability, CRM and branding to understand better the relationships between dimensions and consequences of CRM and its interlinkage with brand loyalty.

Findings: The literature recommends that selected dimensions: Cause-brand fit, product type, altruistic motivation and brand credibility determine the effectiveness of CRM strategy. It also establishes the profound impact of attitude towards brand, brand perception and brand distinctiveness on self-brand connection. A theoretical framework based on the existing literature represents an amalgamated groundwork for developing effective, sustainable CRM strategies in conjunction with the self-brand connection. The proposed framework is distinct as no study conjoins the abovementioned concepts and aims to comprehend whether this integration is brand loyalty.

While most language departments of the university offer service-learning (SL) subjects based on language teaching, such as “Teaching Chinese as a Second Language in Local Schools” and “Serving the Community through Teaching English,” this paper aims to argue that teaching students to teach language(s) is yet to be the best strategy to serve the service recipients.

SL is widely understood as an experiential learning pedagogy that integrates academic focus, reflection and community service and is shown to be impactful. In Hong Kong, the first university that has made SL a graduation requirement is the Hong Kong Polytechnic University (the University). Considering this, new SL courses have proliferated over the past decade. Adopting a narrative inquiry approach, this paper examines personal narratives from a new SL subject aiming to raise awareness of refugees in Hong Kong. The data includes students’ reflective journals, co-created personal narratives and podcasts and semi-structured interviews.

This paper finds that crafting and recording narratives of shared experiences deepens cultural understanding, cultivates empathy and facilitates language learning in a genuine setting.

Ultimately, this paper advocates a well-designed SL that combines language, content and technology as a powerful, transformational experience for both college students and service recipients.

This paper focuses on a brand new SL course, “Storytelling for Understanding: Refugee Children in Hong Kong,” offered in Semester 1, 2022–2023. The subject was developed by the two authors from a language division affiliated to the University. The deliverables were podcast recordings, co-authored and co-edited by the students and the children.

The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.

This study uses a best–worst discrete choice experiment (BWDCE) and compares the outcome with that of the purchase intention scale, an established probabilistic measure of purchase intention. The total sample consists of 409 fans of three soccer teams sponsored by three different competing brands: Nike, Adidas and Puma.

With sports sponsorship, fans were willing to pay more for the sponsor’s product, with the sponsoring brand obtaining the highest market share. Prominent brands generally performed better than less prominent brands. The best–worst scaling method was also 35% more accurate in predicting brand choice than a purchase intention scale.

Future research could use the same method to study other types of sponsors, such as title sponsors or other product categories.

Sponsorship managers can use this methodology to assess the return on investment in sponsorship engagement.

Prior sponsorship studies on brand equity tend to ignore market share or fans’ willingness to pay a price premium for a sponsor’s goods and services. However, these two measures are crucial in assessing the effectiveness of sponsorship. This study demonstrates how to conduct such an assessment using the BWDCE method. It provides a clearer picture of sponsorship in terms of its economic value, which is more managerially useful.

The Internet has changed consumer decision-making and influenced business behaviour. User-generated product information is abundant and readily available. This paper argues that user-generated content can be efficiently utilised for business intelligence using data science and develops an approach to demonstrate the methods and benefits of the different techniques.

Using Python Selenium, Beautiful Soup and various text mining approaches in R to access, retrieve and analyse user-generated content, we argue that (1) companies can extract information about the product attributes that matter most to consumers and (2) user-generated reviews enable the use of text mining results in combination with other demographic and statistical information (e.g. ratings) as an efficient input for competitive analysis.

The paper shows that combining different types of data (textual and numerical data) and applying and combining different methods can provide organisations with important business information and improve business performance.

The paper shows that combining different types of data (textual and numerical data) and applying and combining different methods can provide organisations with important business information and improve business performance.

The study makes several contributions to the marketing and management literature, mainly by illustrating the methodological advantages of text mining and accompanying statistical analysis, the different types of distilled information and their use in decision-making.

This paper aims to examine the impact of social capital and self-efficacy in the performance of producer organizations. It also tests the mediating influence of self-efficacy in the relationship of social capital and performance of producer organizations.

The study used data from a survey of 226 members of farmer producer organizations (FPO) in India. The model was tested through structural equation modeling wherein all hypotheses were tested using “R” studio.

The findings reveal that social capital and self-efficacy play a significant role in predicting the performance of FPO. It was found that in the process of social capital influencing the performance of FPO, self-efficacy plays a significant role as a partial mediator with a mediating effect of approximately 69.28%.

The study considered only one antecedent while identifying the reasons for perceived performance of FPOs. Hence, further studies of the various other constructs such as attitude, subjective norms, etc., may be considered.

No previous work has examined the mediating role of self-efficacy in the relationship between social capital and perceived performance of FPO. This study is possibly the only one that joins two streams of thought – social capital and self-efficacy – to examine the performance of FPO.