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The mediating role of attitude towards values advocacy ads in evaluating issue support behaviour and purchase intention
Yoon-Joo Lee, Eric Haley and Kiseol Yang, International Journal of Advertising, Vol. 32, No. 2, 2013, pp. 233-253
Through an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald’s.
Through an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald’s. Adopting hierarchy-of-effects perspectives, the study examined the role of attitude towards the values advocacy advertising in evaluating purchase intention and issue support behaviour. The study results revealed that AValuesAdvocacyAd is a mediator for predicting issue support behaviour when consumers perceive a company’s value advocacy advertising as driven by public-serving motives. Purchase intention was directly affected by perceived public-serving motives of the advertisers. Further, a new construct, self-construal, was found as an antecedent to the cognitive construct, consumers’ perceptions towards the advertisers’ intention as public-serving.
Conspicuous Conservation: Using semiotics to understand sustainable luxury
Marie-Cecile Cervellon, International Journal of Market Research, Digital First, May 2013
This paper investigates the meaning of sustainable luxury among the wealthy, who are the primary target group of luxury brands.
This paper investigates the meaning of sustainable luxury among the wealthy, who are the primary target group of luxury brands. In doing so, it highlights the interest of using a combination of semiotics tools (Peirce's and Greimas' paradigms) to analyse consumers' discourses. Indeed, understanding the sign-value of a brand in relation to the natural environment and society is paramount to the development of CSR activities, in order to avoid, on one side, being perceived as greenwashing and, on the other, losing the brand meaning and authenticity. Findings indicate that the luxury clientele opposes 'ascribed luxury' (discreet and emphasising traditional manufacturing techniques) to 'achieved luxury' (conspicuous and marketed). The contribution of luxury brands to society welfare should be located on a continuum between sustainability in ethos and along the supply chain, and pure philanthropic actions, both being worthy in consumers' views, and both being expected from luxury brands to different degrees, depending on the brand ascribed or achieved status.
Missing ingredients in cause-related advertising: the right formula of execution style and cause framing
Chun-Tuan Chang, International Journal of Advertising, Vol. 31, No. 2, 2012, pp. 231-256
In traditional cause-related marketing (CRM) campaigns, marketers focus on a promoted product and ads contain CRM messages only in small print at the bottom.
In traditional cause-related marketing (CRM) campaigns, marketers focus on a promoted product and ads contain CRM messages only in small print at the bottom. Some recent marketers have chosen to highlight the cause, with the product taking a lesser role in the advertising copy. The purpose of this research is to compare these two execution styles. Moderating effects of product type and cause framing are considered. Experimental results indicate that a cause-focused ad is more effective in hedonic product promotion and a product-orientated ad is more effective in utilitarian product promotion. An other-benefit appeal facilitates the effects of a cause-related ad to individuals with a hedonic tendency towards the product, and a self-related appeal enhances the effects of a product-orientated ad to those with a utilitarian tendency towards the product. The findings underscore the importance for marketers to learn more about how visuals work, and in turn suggest how practitioners can avoid negative consumer reactions to their cause-related ads.
The effectiveness of advertising that leverages sponsorship and cause-related marketing: a contingency model
Chingching Chang, International Journal of Advertising, Vol. 31, No. 2, 2012, pp. 317-337
This paper shows that consumers are more likely to have ambivalent attitudes towards cause-related marketing (CRM) than sponsorship.
This paper shows that consumers are more likely to have ambivalent attitudes towards cause-related marketing (CRM) than sponsorship. Whereas consumers share similar positive perceptions of CRM and sponsorship, and attribute the motives behind them to altruism, their negative perceptions and attributions of CRM are more accessible than those of sponsorships. On the basis of these differences, this article proposes a contingency model in which suppressing the activation of CRM’s negative perceptions enhances the effectiveness of advertising that leverages CRM. The effectiveness of advertising that leverages corporate sponsorship, which is not associated with ambivalent perceptions, is less subject to the suppression of negative perceptions. The model includes two contingent factors, an individual difference factor and a situational factor. The results generally support the proposed model; the effectiveness of ads leveraging CRM improves when negative associations of CRM are less likely to be activated.
Meaningful marketing: All in a good cause
Tracy Carlson, Admap, April 2012, pp. 24-27
Hard data on the impact of meaningful marketing programmes can be elusive. Whether it's through corporate social responsibility or cause marketing, brands need to show that their campaigns benefit society.
Hard data on the impact of meaningful marketing programmes can be elusive. Whether it's through corporate social responsibility or cause marketing, brands need to show that their campaigns benefit society. This article offers up seven ingredients for success and looks at Subaru of America's annual end-of-year cause marketing programme 'Feel the Love'. On corporate social responsibility, there are case studies on Molson Coors in Canada and its TAXIGUY free cab service programme that operates in 700 cities across Canada, and ice-cream manufacturer Haagen-Dazs and its attempts to tackle the honey bee crisis in the US.
How to sustain sustainability?
Fran Walton and Andrew Curry, The Futures Company Trends, Future Perspectives, December 2011
Many companies are addressing issues of sustainability. This report from The Futures Company, part of its Future Perspectives series, looks at where consumers are on the road to sustainable living and how brands can lead the way, if only to build a competitive advantage.
Many companies are addressing issues of sustainability. This report from The Futures Company, part of its Future Perspectives series, looks at where consumers are on the road to sustainable living and how brands can lead the way, if only to build a competitive advantage. Among the problems faced are the fact that people are both citizens and consumers and have conflicting priorities, with consumer needs generally taking precedence over public concerns. Brands need to understand that for most people sustainability is just one factor, and rarely the primary one, in their choices. But if leveraged effectively, by differentiating the brand or giving greater reason to believe in a product's benefits, social and environmental factors can drive growth. As well as emerging issues in any given product category, brands also need to consider wider global issues: the scarcity of raw materials, the challenges of supplying fresh water and enough food for a growing population, the impact of climate change.
All for one and one for all: Targeting sustainability - the revival of 'virtues' in research and results
Nicole Hanisch, Jens Lönneker and Yvonne Masopust, ESOMAR, Qualitative, Vienna, November 2011
This paper describes a multi-client research project into the notion of sustainability. The research explores the meaning of sustainability from the perspective of both consumers and marketing, including their similarities, differences and opportunities of aligning the two.
This paper describes a multi-client research project into the notion of sustainability. The research explores the meaning of sustainability from the perspective of both consumers and marketing, including their similarities, differences and opportunities of aligning the two. Equally, it offers guidelines for incorporating messages relating to sustainability into communications, based on the psychology of sustainability, including how to overcome consumer cynicism by exploring the signals and aesthetics of sustainability. The multi-client backing of the project allows for new general insights as well as insights for different industries that want to include sustainability in their marketing.
One: How Smart Business Drives an Ethical Brand
David Tiltman, Event Reports, AdAsia, November 2011
Duncan Goose, founder of UK brand One, spoke at AdAsia 2011 about the story and strategy behind the company, which exists to make money and then give it away to good causes.
Duncan Goose, founder of UK brand One, spoke at AdAsia 2011 about the story and strategy behind the company, which exists to make money and then give it away to good causes. This was based on the insights that consumers think environmental and ethical issues are important but won’t go out of their way to address them or make sacrifices for them but they will buy brands that they know will act morally on their behalf. Products are invested in exist to make a difference on behalf of consumers through their everyday purchases, and tend to be in high-turnover, low-differentiation categories. Partners gain a different kind of consumer, who will buy the same brand across multiple categories and spend more. However, Goose warned that for companies to make the move into this model was a slow process that requires everyone involved to agree with it.
Guilt appeals in cause-related marketing: the subversive roles of product type and donation magnitude
Chun-Tuan Chang, International Journal of Advertising, Vol. 30, No. 4, 2011, pp. 587-616
Despite the growth of cause-related marketing (CRM), little is known about how consumers process cause-focused messages that contain emotional appeals.
Despite the growth of cause-related marketing (CRM), little is known about how consumers process cause-focused messages that contain emotional appeals. The present research seeks to further the understanding of guilt appeals in CRM by clarifying the moderating roles of product type and donation magnitude, and exploring the situations when a guilt appeal backfires. Although experimental results indicate that a guilt appeal is more effective than a non-guilt appeal, a guilt appeal backfires when the perceived hedonic value of a product is high. A high donation magnitude also eliminates CRM effectiveness of the guilt appeal. There is an interaction between guilt appeal and donation magnitude when promoting hedonic products with CRM. The findings underscore the importance for marketers of learning more about how guilt appeals work, and in turn describe how practitioners can avoid negative consumer reactions to their guilt appeals.
How cause-driven sponsorships allow Macy's to give a national brand local relevance
Geoffrey Precourt, Event Reports, IEG Sponsorship, June 2011
Macy's local and cause-related sponsorship initiatives is the focus of this Warc report from the 2011 IEG Sponsorship Conference.
Macy's local and cause-related sponsorship initiatives is the focus of this Warc report from the 2011 IEG Sponsorship Conference. The company's aim is to combine the marketing efficiencies of a national brand while still allowing Macy’s to sustain regionally driven initiatives. Focusing on a cause allows Macy's to show their commitment to local communities. Examples discussed include the 'Go Red for Women' campaign (in association with the American Heart Association) and 'Book a Brighter Future' (with Reading Is Fundamental).
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