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To examine whether awareness of the source of sun protection campaigns in New South Wales, Australia was associated with message recall and sun protection knowledge and behaviours.

Telephone surveys of random samples (n=800) of parents and other carers of children under 12 years of age were conducted before and after the first two campaigns and after the third campaign.

Recognition of the NSW Cancer Council (NSWCC) as the message source increased after each campaign. Cross‐sectional analyses revealed that after the first and third campaigns those who could identify the NSWCC were 1.4‐1.7 times more likely than those who could not to demonstrate knowledge about child sun protection practices (p<0.05). After the first campaign those with accurate message source awareness were 1.4 times more likely to report using sunscreen or clothing to protect their children, while after campaign three this awareness was associated with a greater likelihood (OR 1.6, p<0.05) of using hats, sunscreen and protective clothing.

While causality cannot be determined using a cross‐sectional design, the use of serial population surveys to analyse the relationship between message source awareness and sun protection knowledge and behaviours strengthens the basis for examining the role of this factor.

Presenting a readily identifiable and credible message source is likely to enhance the impact of health campaigns and this factor should be given attention in the pre‐testing of communications.

The importance of a credible communication source has been postulated by various theorists, but this one of few studies to examine the role played this factor in a population‐wide, health promotion campaign.

This study examined reasons why Elisabeth Rehn – labelled by the media as the queen of the polls – lost her lead position a month before the presidential election. Rehn’s campaign had two approaches – traditional and marketing oriented. On one hand it represented a voter‐driven campaign with various non‐political and political professionals at its disposal but on the other hand the candidate was closer to the traditional party‐driven or ideology‐driven concept holding to traditional political themes. The main internal weaknesses of Rehn’s campaign were four factors: the weakness of the (civic) organisation, the lack of resources, the candidate’s credibility problems and the wrong themes. The relevant external factors were: the line‐up of the candidates with two strong right‐wing female candidates and overwhelming resources of the competitive organisations. The study provides evidence that most of the theoretical factors based on previous research to be relevant also in this campaign and emphasises the meaning of the candidate’s credibility. The indicators of the credibility were her competence and appearance (external credibility), and personality and commitment (internal credibility) even though in the very beginning the candidate was evaluated by the campaign workers as the most competent and experienced candidate. The polls and the media were considered to be factors that strengthened the result more than created it.

A number of places have used the “I love” or “we love” tagline or slogan to promote their place, with the “I love New York” (using the heart symbol) possibly being the most familiar. Other places have used similar campaigns which can often be observed by the sale of merchandise from souvenir shops. The purpose of this paper is to investigate the “We love the Gong” campaign relative to the city of Wollongong, Australia.

After providing a background to the city of Wollongong and a brief explanation as to the meaning and use of slogans, an investigation of the campaign was undertaken by interviewing the person responsible for the campaign. Where appropriate, the explanations provided are supported by reference to local media reports and relevant literature.

It was found that the Wollongong campaign was more than a merchandising exercise. The campaign was a reaction to place identity and place image problems and was underpinned by research and a consequent marketing plan. The campaign was adequately resourced, professionally implemented, and research to monitor its effectiveness was undertaken.

The paper contributes to the application of management and marketing principles to places by providing details of the campaign and lessons learnt from a review of its implementation.

This study aims to test the effect of cause-related marketing (CRM), campaign-related marketing and consumer-related antecedents on consumers’ behavioral responses in a developing-country context.

A descriptive cross-sectional research design was used. An online questionnaire was distributed, and a sample of 738 Egyptians was obtained. Both the SPSS25 and Smart PLS software were used to report the results.

Results revealed that campaign-related antecedents had stronger effects on consumer attitudes than consumer-related antecedents. The most important campaign-related antecedents were brand function fit and hedonic product type. Extrinsic religiosity affected brand attitude and was also the most important predictor of purchase intention. Other predictors of purchase intention were brand attitude, hedonic product type and brand function fit. Furthermore, the effect of brand attitude on purchase intention was positive and significant. Cause involvement and others’ – centered attribution of corporate motives positively moderated the relationship between attitudes and purchase intention. Conversely, skepticism and self-centered attribution of corporate motives negatively moderated brand attitudes and purchase intention relationships. Research implications and suggestions for future research were also presented.

The study contributes to the existing academic literature by providing a better understanding of the effect of consumer and campaign-related variables on consumer attitudes and purchase intentions in a CRM context. It also helps understand the role of the two dimensions of religiosity in forming attitudes and purchase intentions for CRM campaigns. Furthermore, the research examines two possible moderators of the attitude–behavior gap through the lenses of signaling theory, prosocial behavior theory, theory of reasoned action and attribution theory.

Running advertising campaigns and attracting the traffic, as well as collecting information from users who have entered the website once, provides the conditions to perform retargeting campaigns and consequently increases website visit rates and sales. The purpose of this research is to design a roadmap of retargeting campaign for small and medium enterprises (SMEs), as well as to compare normal and retargeting advertising campaigns in order to confirm the effectiveness of retargeting campaigns.

A single-case-study strategy was adopted by choosing advertising Company-X to design the roadmap of retargeting campaigns and evaluate its effectiveness. Using a purposive sampling, semi-structured interviews were conducted with 14 experts of advertising Company-X. Furthermore, the documents and reports available in the company were also analyzed. Thematic analysis was employed to analyze the interviews and documents. Next, a one-way ANOVA test and a two-sample t-test were used to measure the effectiveness of retargeting campaigns of the Company-X compared to normal campaigns with secondary data of 22 SMEs for a six-month period.

The qualitative phase led to the presentation of a roadmap for the retargeting campaigns in three stages: preparation, process and implementation. The results of the quantitative phase revealed that the ratio of clicks to impressions (click-through rate) and the ratio of successful purchase tags to clicks (conversion rate) are much higher in the retargeting product campaign. Therefore, the performance of selected SMEs as an example in the product retargeting campaign was better than that of the non-retargeting campaigns. Also, the ratio of cost to the successful purchase tag was higher for the product retargeting campaigns.

This study contributes to the literature of retargeting. First, this study provides SMEs with a successful roadmap for retargeting campaigns. Second, this research reveals the effectiveness and mechanism of retargeting for SMEs.

This study theorizes about the development of dominant tactics within social movements, as certain tactics within a tactical repertoire are used frequently and imbued with ideological significance. Little research has been done on hierarchies within tactical repertoires, assuming that all tactics within a repertoire are equal. Between 1974 and 2008, the US Religious Right attempted over 200 anti-gay referendums and initiatives to retract or prevent gay rights laws. This research examines how the lesbian, gay, bisexual, and transgender (LGBT) movement developed campaign tactics to fight these direct democracy measures. This research expands the existing literature on tactical repertoires by theorizing about the mechanisms by which tactics become dominant, namely, their affirmation by victories, responsiveness to countermovement escalation, and involvement of institutionalized social movement organizations to disseminate tactics. This research contradicts existing movement–countermovement literature that suggests that movements do not develop dominant tactics when mobilizing in opposition to a countermovement.

The objectives of this study are threefold: to delineate the phenomenon of “You Share, We Donate” (YSWD) campaigns and what distinguishes them from sales-based cause-related marketing; to contrast the effectiveness of YSWD and sales-based cause-related marketing campaigns and provide an explanation for the differences in the effectiveness; to explore boundary conditions of the proposed differences.

Three experiments were conducted to empirically test the differential effect of campaign formats (i.e. YSWD vs sales-based cause-related marketing), the underlying mechanism and structural as well as contextual features moderating the differential effect.

The findings suggest that YSWD messages elicit consumers’ message-sharing intentions more than traditional cause-related marketing messages. The effect is explained by consumers’ sense of empowerment and can be enhanced through donation cap non-specification. The findings further indicate that YSWD campaigns are especially fruitful in low power distance cultures.

This study contributes toward corporate donation campaign literature by focusing on the usage of social media.

From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.

This paper extends cause-related marketing literature by not only introducing the phenomenon of YSWD campaigns to the literature but also exploring strategies to enhance the effectiveness of such campaigns and shedding light on an outcome beyond the sales impact of cause-related marketing campaigns, i.e. an increase of visibility in social media. From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.

This paper provides a perspective on the field of nonmarket strategy. It does not attempt to survey the literature but instead focuses on the substantive content of research in the field. The paper discusses the origins of the field and the roles of nonmarket strategy. The political economy framework is used and contrasted with the current form of the resource-based theory. The paper argues that research should focus on the firm level and argues that the strategy of self-regulation can be useful in reducing the likelihood of challenges from private and public politics. The political economy perspective is illustrated using three examples: (1) public politics: Uber, (2) private politics: Rainforest Action Network and Citigroup, and (3) integrated strategy and private and public politics: The Fast Food Campaign. The paper concludes with a discussion of research issues in theory, empirics, and normative assessment.

Private politics refers to situations in which activists or NGOs try to push firms to conform to social standards (regarding, for instance, human rights and environmental protection) without public policy intervention. The existing literature on private politics has focused on large campaigns such as consumer boycotts, and looked at the impact of those boycotts on firms’ financial performance and on the likelihood that firms comply with activist demands. Even though these large campaigns are important, focusing on them leads to neglecting the fact that a large portion of the time and resources that activists consecrate to private politics is used to monitor firms and criticize them through Internet posting and media statements, rather than to launch high profile campaigns. Little is known, however, about what drives these activists when they criticize companies, why they target certain companies and not others, and whether this criticism should be considered as a primary step in the production of full-fledged campaigns. In this paper, we fill this gap by exploring a unique international database of CSR-based criticisms against Fortune 500 companies for the 2006–2009 period. This database allows us to look at the impact of a broad range of factors including industry differences, country/institutional differences and firm-specific dimensions, on the likelihood that a certain firm will be targeted by activist critique. Results indicate that criticism is driven by strategic intents. Similar to previous literature, large and visible firms in certain industries are more targeted than others. In addition, these firms also tend to come from countries with strong institutions and high standards of living.