Search results

School resource officers (SROs) have become commonplace in schools across the USA. Although their visibility may allow them to function as capable guardians, little research has examined their impact on less serious but more common forms of school violence, like bullying. The purpose of this paper is to examine the relationship between the presence, quantity and roles of SROs and the frequency of bullying.

Data come from the nationally representative 2006 School Survey on Crime and Safety. The relationship between SROs and bullying, controlling for other guardians, motivated offenders and school characteristics, was assessed using ordered logistic regression. Separate models were estimated for middle and high schools.

There was no association between the presence, quantity or role of SROs and bullying in middle or high schools; however, teacher training was associated with less frequent bullying, especially in middle schools, and the presence of motivated offenders was associated with more frequent bullying.

Whether SROs reduce school violence is contested; this study found no association between SROs and bullying, a less serious but more common form of school violence. Future research should consider the roles of SROs in schools and the credibility of capable guardians.

The results caution against continuing to divert educational and social service resources to law enforcement in schools. Continued training for teachers may provide more effective guardianship against bullying.

This paper contributes to the developing literature on the effect of SROs on less serious but more common forms of school violence, like bullying.

This study aims to investigate how gratitude, as compared to pride, can leverage the effectiveness of cause-related marketing, particularly a donation-based promotion. Drawing upon the appraisal tendency framework, this study establishes the underlying process driving these emotion effects. It also examines the moderating role of product type (hedonic vs utilitarian).

Five studies are conducted to test the predictions. Importantly, this study examines the predicted emotion effects across different sources of affect (dispositional, incidental and integral), different subject populations (students and Amazon Mechanical Turk panel) and different product categories (water bottle, chocolate and printer), leading to robust and generalizable findings.

Results show that gratitude (vs pride) increases the likelihood of purchasing a product with a donation-based promotion. This effect is mediated by gratitude’s other-responsibility appraisal and, in turn, increased reciprocity concerns (a serial mediation). Further, this study finds that how the gratitude (vs pride) effect is attenuated when the product is hedonic (but not utilitarian) in nature.

Past study on emotion and cause-related marketing has emphasized the role of negative emotions such as guilt. This study provides empirical evidence on the potential benefit of using positive emotions such as gratitude in cause-related marketing.

The implications of this study can benefit marketers by highlighting the use of gratitude appeals in their cause-related marketing campaigns.

The findings of the present research are significant because they highlight the potential role of a discrete positive emotion – gratitude – in leveraging the effectiveness of cause-related marketing and establish the underlying process driving this effect.

Corporate governance is built on the responsibility of members towards other stakeholders inside and outside the organization. Through the testing of hypotheses on the interconnections between corporate governance and its precursors, this research aims to substantiate that emotional intelligence (EI) is the first layer of bricks, trust the second layer, and corporate social responsibility (CSR) the third layer of the entire architecture of corporate governance.

A total of 382 responses in completed form returned from self‐administered structured questionnaires relayed to 640 middle level managers underwent an analysis based on structural equation modeling (SEM).

Emotional intelligence, as the data divulges, is a rich network of social synapses among members for knowledge‐based or identity‐based trust to grow in their souls, which can activate ethical CSR deeds as levers for corporate governance.

The journey to test research hypotheses has built, layer by layer, an EI‐based model of corporate governance in which a high concentration of emotional intelligence among members in the organization catalyzes knowledge‐based or identity‐based trust, without which CSR initiatives to cultivate ethical values cannot be implemented successfully to optimize corporate governance effectiveness in Vietnamese organizations.

Little is known about the comparative effectiveness of official sports event sponsorship, sports team sponsorship and ambush marketing (AM). The purpose of this paper is therefore to examine and compare the effectiveness of those three types of sports event-related marketing.

This research draws on a field experiment analyzing the effects the three types of sports event-related marketing during the FIFA Soccer World Cup 2014. To test the proposed main effects, the authors conducted a field experiment in two product categories (airlines and beer) testing for differences in brand attitude, customer-based brand equity and word-of-mouth (WOM), and testing moderating effects of advertisement creativity and sponsorship recognition.

Drawing on a field-experimental study on the occasion of the FIFA World Cup 2014, this research shows that team sponsorship has a stronger positive effect on consumers’ attitudes than AM and event sponsorship. Brand attitude emerges as a central mediator of the sponsorship effect on WOM and customer-based brand equity. The authors find, surprisingly, that sponsorship recognition does not significantly moderate the relationship between sponsorship and customer attitudes, whereas advertisement creativity even weakens the positive effect of sponsorship on brand attitude, WOM and customer-based brand equity.

Consumers do not seem to form their brand attitude on the fact whether they recognize the particular brand as a sponsor or ambushing brand. This can be attributed to the theory of moralistic fallacy, which describes the phenomenon that makes individuals ignore the existence of something they perceive immoral, explaining the similar effectiveness of both.

This research contributes to the literature in several ways. First, it tests a causal model that examines brand attitude, customer-based brand equity and WOM -intentions as outcome variables of AM effectiveness. This goes far beyond the proxy-measure of “sponsorship awareness,” which previous studies used in order to quantify AM effectiveness. Second, taking into account and comparing the specific effects of event sponsorship, team sponsorship and AM, the study broadens the knowledge about the effectiveness of alternative sports event-related marketing approaches. Third, previous studies advised event sponsors to design humorous and creative advertisements to defend themselves against ambush marketers and beat them at their own game, which is tested by including ad creativity as a moderating variable.

This inquiry into companies listed on the Ho Chi Minh City Stock Exchange (HOSE) in Vietnam seeks to discern whether such constructs as corporate social responsibility (CSR) and ethics act as antecedents for corporate governance.

Three hundred and seventeen responses returned from self‐administered structured questionnaires relayed to 1,173 middle level managers were analyzed via ANOVAs and structural equation modeling (SEM).

From the results an interplay emerged between the ethics of justice and legal CSR/economic CSR. The ethics of care, on the other hand, tend to cultivate ethical CSR, which in turn positively influences corporate governance.

From the results of the research, insight into the linkage pattern of corporate governance and its antecedents highlights the magnitude of the ethics training program as well as CSR initiatives in reinforcing corporate governance in listed companies in Vietnam.

The paper aims to answer the following questions. Is marketing requisitely holistic? Marketing serves managers, governors, owners and employees as well as customers, suppliers and other stakeholders with its activities in order to help company increase well‐being of stakeholders. What about the broader society's well‐being and future? What will follow, once the innovative‐society phase of socio‐economic development creates affluence, which diminishes human ambition to work in order to have? Social responsibility might be the next step in achieving success.

There are new forms of marketing (e.g. societal marketing; relationship marketing; cause‐related marketing; and green marketing) that could help humans accomplishing this task, to some extent. Marketing will have to detect, elaborate and disseminate new data, along with using them for its action; the paper does not tackle the latter, but marketing taking into account the social responsibility of the company in order to help companies.

Companies will namely need more/requisitely holistic bases to develop innovative products, acceptable with social responsibility. Experience says that ethnographers, anthropologists, and other social scientists are becoming necessary in the “open innovation” model and the extremely demanding market of the affluent and nearly affluent society. So is a more systemic/holistic thinking and action of companies, including their marketing.

The paper suggests how marketing must adapt to meet new challenges.

Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives are more effective when linked with hedonic than utilitarian products. Little is known, however, about the process underpinning this effect. This paper aims to investigate why and under what circumstances CRM enhances the appeal of hedonic products by testing the mediation of guilt and introducing the moderating role of cause-product fit.

The authors test a model of moderated mediation in two studies. Study 1 shows that the effectiveness of combining CRM with hedonic consumption is explained by the mediating role of feelings of guilt. Study 2 demonstrates that this mediation depends on the level of fit or congruency between the cause and the product.

Results suggest that CRM campaigns offer the opportunity to improve the consumption experiences of hedonic products by reducing the feelings of guilt intrinsically connected with these options. Moreover, fit moderates the emotional processes activated by CRM initiatives. When fit is high, CRM reduces guilt and improves consumers’ experiences when purchasing hedonic alternatives.

The study extends current understanding of how CRM can promote hedonic consumption and contributes further to research on guilt as an emotion able to promote responsible consumption decisions. Moreover, the study introduces and tests the impact of cause-product fit in predicting consumers’ ethical purchase intention. For managers of hedonic brands, the study offers important implications on how to deploy CRM campaigns to foster better customer experiences.