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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.
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.
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.
Sustainability, higher margin opportunities & economic crises - Lessons from the global study of premium products
Marco Bevolo, Alex Gofman, Howard R. Moskowitz, ESOMAR, Congress, Montreux, September 2009
The recent economic downturn resulted in the rapid deterioration of the appeal of “classic” luxury propositions and an equally rapid rise in the demand of a new, ethically-driven aspiration, namely the sustainable notion of premium.
The recent economic downturn resulted in the rapid deterioration of the appeal of “classic” luxury propositions and an equally rapid rise in the demand of a new, ethically-driven aspiration, namely the sustainable notion of premium. This presentation combines scientific market research with trend analysis, re-framing and presenting the “algebra of the mind” of potential customers of premium value, with respect to the opportunities in sustainability. The approach is demonstrated by a case study in a project between Philips Design and Moskowitz Jacobs Inc. for Wharton School Publishing. The objective was to discover the properties of high end products and services, and the dynamics of aspiration that result in people’s willingness to buy them, resulting in higher margins for corporations - even in times of crisis.
Antecedents of Consumer Attitudes toward Cause-Related Marketing
Seounmi Youn and Hyuksoo Kim, Journal of Advertising Research, Vol. 48, No. 1, Mar 2008, pp. 123-137
Using a nationally representative sample, this study demonstrated the importance of psychographics in profiling cause-related marketing advocates.
Using a nationally representative sample, this study demonstrated the importance of psychographics in profiling cause-related marketing advocates. For specific social causes relating to minorities, public self-consciousness and a sense of personal and social responsibility appeared to be important predictors. For charitable causes, along with the two factors just mentioned, several other psychographic factors including interpersonal trust, religious belief, social networks, external locus of control, and advertising skepticism had positive relationships with consumer attitudes toward cause-related marketing. Previous prosocial activities such as charitable contributions and civic engagement also affected consumer support for corporate cause-marketing efforts. Practical and theoretical implications were discussed.
Cause for Thought: The Development of Cause Related Marketing in the UK
Vicky Mirfin and Catherine Sermon, Market Research Society, Annual Conference, 2000
Describes the UK development of Cause Related Marketing (CRM), in which a business and a charity or cause forms a partnership to market an image, product or service for mutual benefit.
Describes the UK development of Cause Related Marketing (CRM), in which a business and a charity or cause forms a partnership to market an image, product or service for mutual benefit. The history of the CRM campaign by Business in the Community, started in 1995, with Research International as one of the members. Describes how market research has been used to drive this campaign. The research is covered in detail: a corporate survey to gauge commercial support, a consumer survey to assess consumer response, supported by qualitative research (all described). The benefits of the on-going partnership with RI, characterised by the same principles as inform CRM (integrity, transparency, mutual respect, partnership, mutual benefit). Illustration from a specific study (Norwich Union First Aid Campaign).
Cause related marketing and consumer loyalty. What are companies doing and how does it work?
Peter Hayes, ESOMAR, Integrated Communications, Paris, April 1997
As a new marketing discipline that deserves wider use, cause related marketing has been defined as: 'the activity by which a company with an image, product, or service to market, builds a relationship or partnership with a 'cause', or a number of causes, for mutual benefit'.
As a new marketing discipline that deserves wider use, cause related marketing has been defined as: 'the activity by which a company with an image, product, or service to market, builds a relationship or partnership with a 'cause', or a number of causes, for mutual benefit'. This paper provides three case histories of cause related marketing; reports on corporate research conducted among 450 British companies; and summarizes consumer research findings in the United Kingdom and United States.
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