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Refocusing marketing effort to support net-positive social impact 调整营销重点,支持净正面社会影响
IF 4.4 3区 管理学 Q2 BUSINESS Pub Date : 2024-09-13 DOI: 10.1108/ejm-06-2023-0465
Sharyn Rundle-Thiele, Sarah-Louise Mitchell, Zoe Lee, Fran Hyde

Purpose

Social impact research remains in its infancy. The purpose of the paper is to build on Keeling and Marshall’s (2022) “Call for impact” paper and develop a comprehensive social impact pathway (SIP) framework. The aim is to encourage marketing researchers, non-profits and corporations to pursue impactful work that is valued, planned, monitored and evaluated.

Design/methodology/approach

The conceptual paper explores the complexities of estimating social impact drawing from a range of illustrative cases.

Findings

The paper identifies a lack of clarity in the understanding and application of impact and presents a pathway aimed at increasing focus on social impact across future work to deliver the net-positive changes that are needed to reverse biodiversity decline, climate change and social and health inequalities that continue to be persist and be experienced by so many planet wide.

Research limitations/implications

This paper contributes a pathway forward to encourage and support increased utilisation of the framework in future marketing research.

Practical implications

Mapping and measuring SIPs are concerted efforts directing understanding towards identifying the activities that are contributing to the delivery of outputs that can achieve intended outcomes. The measurement of impact directs investment towards activities that ensure net-positive gains are achieved.

Social implications

Ever growing social inequities, health disparities, loss of biodiversity and environmental degradation occur when practices are left unchecked. A focus on impact avoids greenwashing practices, ensuring that an understanding of what has changed because of the work is transparently reported.

Originality/value

This paper aims to encourage marketing researchers to engage in social change projects, rather than solely disseminating academic findings. Emphasising the importance of an outside-in approach, this paper highlights the necessity of showcasing accumulated outcomes to demonstrate impact.

目的社会影响研究仍处于起步阶段。本文旨在以 Keeling 和 Marshall(2022 年)的 "呼唤影响力 "论文为基础,制定一个全面的社会影响力途径 (SIP) 框架。旨在鼓励营销研究人员、非营利组织和企业追求有影响力的工作,并对这些工作进行评估、规划、监控和评价。设计/方法/方法该概念性论文从一系列说明性案例中探讨了估算社会影响力的复杂性。研究结果本文指出,对社会影响的理解和应用还不够清晰,并提出了一条途径,旨在加强对未来工作中社会影响的关注,以实现净积极变化,这是扭转生物多样性减少、气候变化以及社会和健康不平等现象所必需的。研究局限性/影响本文为鼓励和支持在未来的营销研究中更多地利用该框架提供了一条前进的道路。对影响的衡量将投资引向确保实现积极净收益的活动。社会影响如果不对各种做法加以控制,就会出现日益严重的社会不平等、健康差距、生物多样性丧失和环境退化。关注影响可以避免 "洗绿 "行为,确保以透明的方式报告工作带来的变化。本文强调了 "由外而内 "方法的重要性,强调了展示累积成果以证明影响力的必要性。
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引用次数: 0
Naming product colors by consumption situations as advertising appeals: effects and the underlying mechanism 以消费情境命名产品颜色作为广告诉求:效果与内在机制
IF 4.4 3区 管理学 Q2 BUSINESS Pub Date : 2024-09-09 DOI: 10.1108/ejm-04-2023-0274
Hsuan-Hsuan Ku, Fong-Yi Su

Purpose

Product color names related to a consumption setting are commonly used in advertising to persuade. This study aims to use consumption imagery fluency as an underlying mechanism for assessing how such a naming tactic impacts product evaluation.

Design/methodology/approach

Three between-subjects experiments examine how product evaluation, in response to the use of color names containing consumption situation information, varies as a function of their accessibility (Study 1), and also test the role of a naming explanation (Study 2). How readily a consumer takes in consumption imagery is evaluated as a mediator. The studies further check if color attribute serves as a moderator of such color naming effect and that the naming factor contributes to consumption imagery fluency directly or indirectly alters such through their impact on comprehension fluency (Study 3).

Findings

Marketing products with color names related to the consumption setting is more effective than using generic names. Consumption imagery fluency mediates the results. This positive outcome is reduced when color names are less accessible. Fortunately, including an explanation to facilitate reasoning for product color names is helpful to reverse this disadvantage. The same patterns are not evident for highly accessible names. In addition, the effectiveness of consumption situation-related color names is restricted to the circumstance of color attribute as secondary, as opposed to primary. Furthermore, naming factors influence the ease of consumption of imagery whether or not facilitated by comprehension fluency.

Research limitations/implications

This research provides evidence of consumers’ responses to product color naming that involves consumption situations and identifies consumption imagery fluency as a potential means for mediating the studied effect.

Practical implications

Naming a product color in consumption situation-related terms triggers consumption imagery, driving evaluation when color is the secondary attribute of a product.

Originality/value

This research contributes to understanding the influence of naming a product’s color in promotional communication and correlates to productive tactics for advertising messages.

目的与消费环境相关的产品颜色名称通常用于广告说服。本研究旨在利用消费意象的流畅性作为评估这种命名策略如何影响产品评价的基本机制。设计/方法/途径三项主体间实验考察了在使用包含消费情景信息的颜色名称时,产品评价如何随其可获得性而变化(研究 1),同时还测试了命名解释的作用(研究 2)。消费者对消费意象的接受程度被视为中介因素。这些研究进一步检验了颜色属性是否是这种颜色命名效应的调节因素,以及命名因素是否直接或间接地改变了消费意象的流畅性,从而影响了理解流畅性(研究 3)。消费意象流畅性对结果起到了中介作用。当颜色名称不太容易理解时,这一积极结果就会降低。幸运的是,在产品颜色名称中加入便于推理的解释有助于扭转这一不利因素。同样的模式在高度易懂的名称中并不明显。此外,与消费情况相关的颜色名称的有效性仅限于颜色属性为次要而非主要的情况。研究局限/意义本研究提供了消费者对涉及消费情境的产品颜色命名反应的证据,并确定了消费意象流畅性是调节研究效果的潜在手段。原创性/价值这项研究有助于理解在促销传播中产品颜色命名的影响,并与广告信息的有效策略相关联。
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引用次数: 0
Applying the theory of consumption values to representational and nonrepresentational images in marketing: propositions and research directions 将消费价值理论应用于市场营销中的表象和非表象图像:命题和研究方向
IF 4.4 3区 管理学 Q2 BUSINESS Pub Date : 2024-09-05 DOI: 10.1108/ejm-09-2022-0653
Seth Ketron, Kelly Naletelich, Atefeh Yazdanparast

Purpose

The purpose of this paper is to (1) characterize representational and nonrepresentational images; (2) review the literature on representational and nonrepresentational images; (3) introduce the theory of consumption values (TCV) framework vis-à-vis representational and nonrepresentational images; and (4) generate propositions and questions for future research based on that intersection.

Design/methodology/approach

Conceptual/literature review with propositions and future research directions.

Findings

The authors offer nine propositions and several associated example research questions to explore and document the important ways in which representational and nonrepresentational images can affect the five dimensions of value as outlined in the TCV.

Research limitations/implications

It is the hope that this work serves as a theoretical starting point – surely, there are other theories and frameworks beyond the TCV that may share ties with types of images, which scholars should be encouraged to explore, but if the authors had attempted to document every possible theory, the result would be a limitless document. As such, the authors have honed the efforts on a broad-reaching framework, the TCV, in the attempt to balance theoretical insights with parsimony. Through exploration of these and other avenues, the authors hope that scholars and practitioners alike will benefit from elucidation of theories and effects around representational and nonrepresentational images.

Practical implications

Several practical implications flow from the dimensions and propositions within this work.

Originality/value

Representational and nonrepresentational images have featured prominently throughout visual content and communications for centuries, yet the current body of literature remains scant and underdeveloped in its relationship to marketing. The present work addresses this gap by using the TCV as an overarching framework to generate propositions and future research questions.

目的本文旨在:(1) 描述表象和非表象图像的特征;(2) 回顾有关表象和非表象图像的文献;(3) 介绍与表象和非表象图像相关的消费价值理论(TCV)框架;(4) 在此交叉点的基础上提出未来研究的命题和问题。研究限制/影响我们希望这项工作能成为一个理论起点--当然,除了 TCV 之外,还有其他理论和框架可能与图像类型有联系,我们应该鼓励学者们去探索这些理论和框架,但如果作者试图记录所有可能的理论,那么结果将是无穷无尽的。因此,作者将工作重点放在了 TCV 这一影响广泛的框架上,试图在理论洞察力和简约性之间取得平衡。通过对这些和其他途径的探索,作者希望学者和从业人员都能从围绕具象和非具象图像的理论和效果的阐释中获益。原创性/价值几个世纪以来,具象和非具象图像在视觉内容和传播中一直占据着重要地位,但目前有关其与营销关系的文献仍然很少,而且发展不足。本研究以TCV为总体框架,提出了一些命题和未来的研究问题,从而弥补了这一不足。
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引用次数: 0
A second life for second-hand products: the role of anthropomorphism and taboo trade-offs 二手产品的第二次生命:拟人化和禁忌权衡的作用
IF 4.4 3区 管理学 Q2 BUSINESS Pub Date : 2024-08-30 DOI: 10.1108/ejm-05-2023-0316
Jing Wan, Pankaj Aggarwal

Purpose

Trade-offs that involve secular values of money and sacred human values are often seen as taboo. This paper aims to examine how consumers avoid making taboo trade-offs with anthropomorphized products, by choosing options that ensure the well-being of the humanized products, even at a financial cost to themselves.

Design/methodology/approach

The authors conducted five experiments, across different marketplace contexts (i.e. repairing, buying and selling), to test the broad generalizability of the extent to which consumers are willing to incur a financial cost due to concern for the well-being of anthropomorphized products.

Findings

The results reveal that consumers are willing to accept financially inferior options to protect the humanness endowed upon anthropomorphized products. The effect is mediated by consumers’ concern for the treatment of the anthropomorphized product. The effect is moderated by consumers’ trait empathy level, such that those low in empathy are willing to sacrifice human value for the sake of greater financial gain.

Research limitations/implications

Future research could examine, in the context of anthropomorphized products, if there are types of human values that are less inviolable, leading consumers to be more willing to trade them off for monetary gains.

Practical implications

The findings have direct implications for second-hand markets. For potential buyers of anthropomorphized products, they should signal concern for the product; for sellers, anthropomorphizing their products can reduce haggling behavior. From a sustainability perspective, consumers may be more motivated to repair or recycle their products if it is framed as “infusing new life” into their products.

Originality/value

This work highlights a novel effect of anthropomorphism: when marketplace decisions are involved, anthropomorphizing a product can introduce a tension between secular monetary values and sacred human values. To the best of the authors’ knowledge, this work is the first to show that consumers are willing to incur a monetary loss to protect the humanness of anthropomorphized product, driven by their concern for the proper treatment of such humanized products.

目的涉及世俗的金钱价值和神圣的人类价值的权衡往往被视为禁忌。本文旨在研究消费者如何通过选择确保人性化产品福祉的方案来避免对拟人化产品做出禁忌权衡,即使自己要为此付出经济代价。结果结果显示,消费者愿意接受经济上较差的选择,以保护拟人化产品的人性。消费者对拟人化产品所受待遇的关注会对这一效应产生中介作用。该效应受消费者特质移情水平的调节,即移情水平低的消费者愿意为了更大的经济利益而牺牲人类价值。研究局限/启示未来的研究可以在拟人化产品的背景下,探讨是否有一些类型的人类价值不太不可侵犯,从而导致消费者更愿意为了金钱利益而牺牲它们。对于拟人化产品的潜在买家来说,他们应该对产品表示关注;对于卖家来说,拟人化他们的产品可以减少讨价还价的行为。从可持续发展的角度来看,如果将产品拟人化为 "注入新的生命",消费者可能会更有动力修理或回收他们的产品。据作者所知,这项研究首次表明,消费者愿意承担金钱损失,以保护拟人化产品的人性,这是出于他们对正确对待这种人性化产品的关注。
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引用次数: 0
Strategizing green marketing in times of uncertainty: does it pay off? 在不确定时期制定绿色营销战略:会有回报吗?
IF 4.4 3区 管理学 Q2 BUSINESS Pub Date : 2024-08-30 DOI: 10.1108/ejm-07-2023-0534
Karolos A. Papadas, Lamprini Piha, Vasileios Davvetas, Constantinos N. Leonidou

Purpose

This study aims to investigate the impact of green marketing strategy (GMS) and firms’ decision to invest in or divest from green marketing activities during a crisis on business performance.

Design/methodology/approach

The study collected survey data from 245 Greek firms during the 2015 Eurozone crisis to investigate the impact of GMS and green marketing investments on firm resilience during crisis. Time-lagged, objective performance data for a subset of these firms helped examine the impact of GMS on postcrisis financial performance.

Findings

Pursuing a GMS builds resilience, especially for companies that decided not to reduce resources allocated to green marketing activities during a recession. Beyond resilience, firms investing in GMS during the crisis experienced improved financial performance in the long run. Finally, this research proposes a typology of GMS responses during a crisis.

Research limitations/implications

This study does not specify which types of green marketing activities lead to more investment or divestment during a crisis.

Practical implications

The study offers insights for allocating resources to green marketing during recessions. Supporting GMSs during unpredictable times is important to successfully navigate performance both during and after a crisis. Six crisis response profiles are offered: green-nonbelievers, dis-investors, reluctants and cautious-, opportunistic- and strategic-green investors.

Social implications

The study proposes a balanced approach to environmental sustainability, marketing strategy and firm performance during a crisis.

Originality/value

The study argues that GMSs enable firms to survive a crisis and recover from financial shocks.

本研究旨在探讨绿色营销战略(GMS)以及企业在危机期间投资或剥离绿色营销活动的决策对企业绩效的影响。本研究收集了2015年欧元区危机期间245家希腊企业的调查数据,以探讨GMS和绿色营销投资对企业在危机期间恢复能力的影响。对其中一部分企业的客观绩效数据进行时滞分析,有助于研究 GMS 对危机后财务绩效的影响。研究结果推行 GMS 可以增强企业的抗风险能力,尤其是那些在经济衰退期间决定不减少绿色营销活动资源分配的企业。除了复原力之外,在危机期间投资于 GMS 的公司从长远来看也改善了财务业绩。最后,本研究提出了危机期间绿色营销管理系统应对措施的类型。研究局限/意义本研究并未明确指出哪些类型的绿色营销活动会在危机期间导致更多投资或撤资。在不可预测的时期支持绿色营销管理系统,对于在危机期间和危机之后成功实现绩效非常重要。本研究提供了六种危机应对模式:不相信绿色营销的投资者、不投资的投资者、勉强投资的投资者、谨慎投资的投资者、机会主义投资者和战略性绿色投资者。
{"title":"Strategizing green marketing in times of uncertainty: does it pay off?","authors":"Karolos A. Papadas, Lamprini Piha, Vasileios Davvetas, Constantinos N. Leonidou","doi":"10.1108/ejm-07-2023-0534","DOIUrl":"https://doi.org/10.1108/ejm-07-2023-0534","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to investigate the impact of green marketing strategy (GMS) and firms’ decision to invest in or divest from green marketing activities during a crisis on business performance.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study collected survey data from 245 Greek firms during the 2015 Eurozone crisis to investigate the impact of GMS and green marketing investments on firm resilience during crisis. Time-lagged, objective performance data for a subset of these firms helped examine the impact of GMS on postcrisis financial performance.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Pursuing a GMS builds resilience, especially for companies that decided not to reduce resources allocated to green marketing activities during a recession. Beyond resilience, firms investing in GMS during the crisis experienced improved financial performance in the long run. Finally, this research proposes a typology of GMS responses during a crisis.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This study does not specify which types of green marketing activities lead to more investment or divestment during a crisis.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The study offers insights for allocating resources to green marketing during recessions. Supporting GMSs during unpredictable times is important to successfully navigate performance both during and after a crisis. Six crisis response profiles are offered: green-nonbelievers, dis-investors, reluctants and cautious-, opportunistic- and strategic-green investors.</p><!--/ Abstract__block -->\u0000<h3>Social implications</h3>\u0000<p>The study proposes a balanced approach to environmental sustainability, marketing strategy and firm performance during a crisis.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The study argues that GMSs enable firms to survive a crisis and recover from financial shocks.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"67 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142196610","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The power of beliefs: how diversity advertising builds audience connectedness 信念的力量:多元化广告如何建立受众联系
IF 4.4 3区 管理学 Q2 BUSINESS Pub Date : 2024-08-19 DOI: 10.1108/ejm-01-2023-0051
Amelie Burgess, Dean Charles Hugh Wilkie, Rebecca Dolan

Purpose

In response to the growing significance of diversity advertising, this study aims to investigate its impact on audience connectedness. This is an emerging metric crucial for gauging diversity advertising success. The study explores two paths via self-identification and belief congruence to understand how diversity advertisements resonate with individuals.

Design/methodology/approach

A quantitative study using partial least squares with survey data from 505 respondents was conducted.

Findings

Self-identification and belief congruence mediate the relationship between perceived diversity and audience connectedness. Belief congruence exhibits a stronger influence. Further, brand engagement reduces the relationship between belief congruence and connectedness. However, it strengthens the relationship between self-identity and connectedness.

Research limitations/implications

Future research should address why belief congruence holds more significance than self-identification. Additionally, research must explore the societal effects of diversity advertising, including strategies to engage those who feel disconnected.

Practical implications

The study underscores the positive social effects of diversity advertising for both marginalized and nonmarginalized audiences. It urges marketers to pursue audience connectedness. Strategies for achieving this include reflecting their target audience’s beliefs, perhaps highlighting real and lived experiences. Marketers should also consider self-identification through visual cues and customized messaging.

Originality/value

The study applies self-referencing theory to unravel the relationship between diversity advertising and audience connectedness. It reinforces the role of self-identification and expands the knowledge by demonstrating how connectedness can emerge through belief congruence. Additionally, the authors explore the subtle influence of brand engagement, a critical brand-related factor that shapes individuals’ responses to diversity advertising.

目的 鉴于多元化广告的重要性与日俱增,本研究旨在调查其对受众关联性的影响。这是衡量多元化广告成功与否的一个新兴指标。本研究通过自我认同和信念一致性这两个途径来了解多样性广告如何与个人产生共鸣。研究结果自我认同和信念一致性在感知多样性和受众关联性之间起到了中介作用。信念一致性的影响更大。此外,品牌参与降低了信念一致性与关联性之间的关系。研究局限/启示未来的研究应探讨为什么信念一致性比自我认同更重要。此外,研究还必须探讨多元化广告的社会效应,包括吸引那些感觉与广告脱节的受众的策略。它敦促营销人员追求与受众的联系。实现这一目标的策略包括反映目标受众的信仰,或许可以突出真实的生活经历。营销人员还应考虑通过视觉线索和定制信息进行自我认同。原创性/价值该研究运用自我参照理论来揭示多样性广告与受众关联性之间的关系。该研究加强了自我认同的作用,并通过展示如何通过信念一致性来建立联系,扩展了相关知识。此外,作者还探讨了品牌参与的微妙影响,这是影响个人对多元化广告反应的一个关键的品牌相关因素。
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引用次数: 0
Slow and steady or fast and furious: how movement speed in the digital medium impacts consumers’ risk judgments 慢条斯理还是快马加鞭:数字媒体的移动速度如何影响消费者的风险判断
IF 4.4 3区 管理学 Q2 BUSINESS Pub Date : 2024-08-15 DOI: 10.1108/ejm-04-2023-0258
Nükhet Taylor, Sean T. Hingston

Purpose

Fueled by the soaring popularity of the digital medium, consumers are increasingly relying on dynamic images to inform their decisions. However, little is known about how changes in the presentation of movement impacts these decisions. The purpose of this paper is to document whether and how movement speed–a fundamental characteristic of dynamic images in the digital medium–influences consumers' risk judgments and subsequent decisions.

Design/methodology/approach

Three experimental studies investigate the impact of movement speed displayed in the digital medium, focusing on different risk-laden domains including health (pilot study), gambling (Study 1) and stock market decisions (Study 2).

Findings

The authors find that faster movement speed displayed in the digital medium elevates consumers’ feelings of risk and elicits cautionary actions in response. The authors reveal a mechanism for this effect, showing that faster movement reduces feelings of control over outcomes, which predicts greater feelings of risk.

Research limitations/implications

Future work could expand upon these findings by systematically examining whether certain individuals are more susceptible to movement speed effects in the digital medium. Research could also investigate whether different ways of experiencing movement speed (e.g. physical movement) similarly influence risk judgments and whether movement speed can have positive connotations outside of risky domains.

Practical implications

The authors offer important insights to marketing practitioners and public policymakers seeking to guide consumers’ judgments and decisions in risk-laden contexts through the digital medium.

Originality/value

By showing how movement speed alters judgments in risk-laden contexts, the authors contribute to literature on risk perception and the growing body of literature examining how moving images shape consumers’ behaviors.

目的随着数字媒体的飞速普及,消费者越来越依赖动态图像来做出决策。然而,人们对运动表现形式的变化如何影响这些决策却知之甚少。本文旨在记录运动速度--数字媒体动态图像的基本特征--是否以及如何影响消费者的风险判断和后续决策。研究结果作者发现,数字媒体中显示的较快的运动速度会提升消费者的风险感,并引起谨慎的反应。作者揭示了这一效应的机制,表明较快的移动速度会降低对结果的控制感,而这种控制感会预示着更大的风险感。研究局限/影响未来的工作可以在这些发现的基础上进行扩展,系统地研究某些人是否更容易受到数字媒体中移动速度效应的影响。研究还可以调查体验移动速度的不同方式(如身体移动)是否同样会影响风险判断,以及移动速度是否会在风险领域之外产生积极的内涵。作者为营销从业者和公共政策制定者提供了重要的见解,他们希望通过数字媒体引导消费者在充满风险的情境中做出判断和决策。
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引用次数: 0
Can frontline employees help consumers improve their financial planning behavior? Implications from triadic analysis 一线员工能否帮助消费者改善其财务规划行为?三元分析的启示
IF 4.4 3区 管理学 Q2 BUSINESS Pub Date : 2024-08-06 DOI: 10.1108/ejm-02-2023-0127
Vida Siahtiri, Welf Hermann Weiger, Christian Tetteh-Afi, Tobias Kraemer

Purpose

As consumer debt can substantially impair subjective well-being, it is crucial for research to gain insights into how consumers can be motivated to improve financial planning. This paper aims to investigate how frontline employees in financial services can help consumers regulate their financial planning behaviors and how financial service providers can effectively support their frontline employees in this effort through leadership and organizational climate.

Design/methodology/approach

We incorporate regulatory focus theory and conservation of resource theory to develop a conceptual model that we test in a triadic study with a unique dataset collected from consumers, frontline employees, and managers in the banking sector.

Findings

We find that frontline employees must pay attention to the details of consumers’ needs and customize the service to those needs to trigger consumer promotion focus and stimulate consumers’ financial planning behaviors. Moreover, our results emphasize that the organization must act as an integrated entity. Thus, a manager’s servant leadership and an organizational climate of customer stewardship are crucial for frontline employees to transform consumers’ financial planning behaviors.

Research limitations/implications

The study highlights frontline employees’ key role in motivating consumer financial planning behavior, offering a new perspective in transformative service research on enhancing financial well-being.

Practical implications

The findings provide financial service providers with actionable implications for enhancing consumers’ financial planning. This benefits both consumers and financial institutions, as customers with greater spending power can buy more financial products.

Originality/value

This study advances transformative service research on consumer financial planning behavior, which has largely focused on consumer-related or society-level variables, by exploring the role of frontline employees and organizational support in terms of leadership and climate.

目的 由于消费者债务会严重损害主观幸福感,因此研究如何激励消费者改善财务规划至关重要。本文旨在研究金融服务领域的一线员工如何帮助消费者规范其财务规划行为,以及金融服务提供商如何通过领导力和组织氛围有效支持一线员工的这一努力。研究结果我们发现,一线员工必须关注消费者的需求细节,并根据这些需求定制服务,才能引发消费者的促销关注,刺激消费者的财务规划行为。此外,我们的研究结果还强调,组织必须作为一个整体行动。因此,管理者的仆人式领导力和客户管理的组织氛围对于一线员工转变消费者的财务规划行为至关重要。研究局限/意义本研究强调了一线员工在激励消费者财务规划行为中的关键作用,为提高财务福利的转型服务研究提供了一个新的视角。原创性/价值本研究通过探讨一线员工的作用以及领导力和氛围方面的组织支持,推进了有关消费者财务规划行为的变革性服务研究,该研究主要关注与消费者相关的变量或社会层面的变量。
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引用次数: 0
Female CEOs and corporate social responsibility: effect of CEO gender on relational and rational CSR 女性首席执行官与企业社会责任:首席执行官性别对关系型和理性型企业社会责任的影响
IF 4.4 3区 管理学 Q2 BUSINESS Pub Date : 2024-08-02 DOI: 10.1108/ejm-06-2023-0448
Prachi Gala, Saim Kashmiri, Cameron Duncan Nicol
<h3>Purpose</h3><p>The purpose of this research is to explore the impact of women in the C-suite on strategic marketing choices in general and CSR in particular is scant. To that end, this study explores whether and how firms led by female CEOs differ from those led by male CEOs with regard to the types of CSR they pursue. The study classifies CSR into two types: relational (i.e. related to employees, human rights, community and diversity) and rational (i.e. related to product, environment and corporate governance).</p><!--/ Abstract__block --><h3>Design/methodology/approach</h3><p>To create the sample, the authors combined four databases: Compustat, Execucomp, Center for Research in Security Prices (CRSP) and Kinder, Lydenberg, Domini and Co., Inc. (KLD). Data for the time period between 1992 and 2013 (both inclusive) were used for the investigation. The final sample comprised of 2,739 firms, for a total of 19,969 firm-year observations (an unbalanced panel).</p><!--/ Abstract__block --><h3>Findings</h3><p>Building on self-construal theory and theory of female ethics, the authors theorize and find evidence that while firms led by male and female CEOs are not significantly different with regard to rational CSR performance, firms led by female CEOs outperform those led by male CEOs with regard to their relational CSR performance. Furthermore, the authors also find that different types of CEO power (i.e. managerial power, legitimate power and formal power) moderate the link between CEO gender and types of CSR differently.</p><!--/ Abstract__block --><h3>Research limitations/implications</h3><p>This research contributes to research on CSR by introducing two new types of CSR: relational CSR and rational CSR. Further, the research contributes to the broader discussion of how senior managers inject their gender roles into their CSR choices. The authors provide important insights in this area by highlighting that at least some types of myopic management are also driven by CEO gender: female CEOs – to the extent that they are more likely to invest in CSR strengths which pay off in the long run – engage in less myopic management than male CEOs with regard to CSR choices.</p><!--/ Abstract__block --><h3>Practical implications</h3><p>To prospective managers, this research suggests that the gender of the CEO is an effective signal that can help them predict firms’ likely CSR behavior. More specifically, firms led by female CEOs are likely to outperform those led by male CEOs with regard to certain dimensions of CSR (higher relational and rational strengths and fewer relational concerns) and this effect of CEO gender on firms’ CSR behavior is likely to be more pronounced when the CEO exhibits certain kinds of power. Female CEOs may benefit by understanding their innate tendencies to focus on relational versus rational CSR, thereby taking advantage of the positive aspects of their tendencies.</p><!--/ Abstract__block --><h3>Originality/value</h3><p>
本研究的目的是探讨女性首席执行官对市场营销战略选择的影响,尤其是对企业社会责任的影响。为此,本研究探讨了由女性首席执行官领导的公司与由男性首席执行官领导的公司在追求企业社会责任的类型方面是否存在差异以及有何差异。研究将企业社会责任分为两种类型:关系型(即与员工、人权、社区和多样性相关)和理性型(即与产品、环境和公司治理相关):Compustat, Execucomp, Center for Research in Security Prices (CRSP) 和 Kinder, Lydenberg, Domini and Co., Inc. (KLD)。调查使用了 1992 年至 2013 年(含)的数据。研究结果作者以自我概念理论和女性伦理理论为基础,提出并发现证据表明,虽然男性和女性首席执行官领导的公司在理性企业社会责任绩效方面没有显著差异,但女性首席执行官领导的公司在关系企业社会责任绩效方面优于男性首席执行官领导的公司。此外,作者还发现,不同类型的首席执行官权力(即管理权力、合法权力和正式权力)以不同方式缓和了首席执行官性别与企业社会责任类型之间的联系。研究局限/意义本研究通过引入两种新的企业社会责任类型:关系型企业社会责任和理性型企业社会责任,为企业社会责任研究做出了贡献。此外,本研究还有助于更广泛地讨论高级管理人员如何将其性别角色融入企业社会责任选择中。作者强调,至少某些类型的近视管理也是由首席执行官的性别所驱动的,从而为这一领域提供了重要见解:在企业社会责任选择方面,女性首席执行官比男性首席执行官更少进行近视管理,因为女性首席执行官更有可能在企业社会责任方面投资,从而获得长期回报。更具体地说,在企业社会责任的某些方面(更高的关系和理性优势以及更少的关系关注),由女性首席执行官领导的公司可能会优于由男性首席执行官领导的公司,而且当首席执行官表现出某种权力时,首席执行官的性别对公司企业社会责任行为的影响可能会更加明显。女性首席执行官可能会通过了解自己关注关系型企业社会责任与理性型企业社会责任的先天倾向而受益,从而利用其倾向的积极方面。研究结果表明了这种细致分类的益处:与男性首席执行官相比,女性首席执行官对关系型企业社会责任的影响更大,而两类首席执行官对理性型企业社会责任的影响并无显著差异。本文还表明,将首席执行官权力变量分为其子类型,即管理权力(首席执行官双重性)、合法权力(首席执行官任期)和正式权力(首席执行官与技术管理团队的薪酬差距)具有价值,因为发现这些权力维度对首席执行官性别-企业社会责任关系的影响各不相同。
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引用次数: 0
Awareness marketing: cause-related marketing without direct contribution 意识营销:无直接贡献的事业相关营销
IF 4.4 3区 管理学 Q2 BUSINESS Pub Date : 2024-07-03 DOI: 10.1108/ejm-09-2022-0649
Elizabeth A. Minton, Frank Gregory Cabano

Purpose

Prior research has investigated the benefit of companies that engage in cause-related marketing initiatives. However, this prior research has not adequately examined cause-related marketing situations when brands raise awareness for a cause without contribution of tangible resources to the cause (i.e. awareness marketing); thus, the purpose of this paper is to introduce and test awareness marketing as a new type of cause-related marketing.

Design/methodology/approach

Through four experimental studies with different sample sources, the authors introduce and examine a new type of cause-related marketing (awareness marketing) as well as identify mediating explanatory mechanisms.

Findings

Awareness marketing produces similarly heightened purchase intentions to other types of cause-related marketing (e.g. financial donation) when compared to situations where cause-related marketing is not used. Awareness marketing can also lead to higher brand authenticity and brand originality perceptions in some situations when compared to cause-related marketing incorporating a financial donation component or when no cause-related marketing is used. Brand perceptions and consumers’ perceived self-brand connection mediate the relationship from cause-related marketing to purchase intentions.

Research limitations/implications

This research is limited by conducting studies in only experimental conditions and in one culture. Theoretical implications are provided to the literature on brand authenticity and self-brand connection. In doing so, the authors explain why awareness marketing is evaluated differently than other types of cause-related marketing or marketing without any cause reference.

Practical implications

Marketers would benefit from using awareness marketing (i.e. raising awareness for a cause without direct contribution to the cause) as a lower investment alternative to traditional cause-related marketing efforts.

Originality/value

To the best of the authors’ knowledge, this is the first research to introduce awareness marketing as a new type of cause-related marketing and compare it to traditional types of cause-related marketing, thereby providing novel contributions as to how cause-related marketing can effectively increase purchase intentions without making a financial, product or other tangible contribution to a cause.

目的:先前的研究已经调查了参与事业相关营销活动的公司的收益。然而,以往的研究并没有充分研究品牌在不为某一事业贡献有形资源的情况下为该事业提高知名度的事业相关营销情况(即认知营销);因此,本文的目的是将认知营销作为一种新型的事业相关营销进行介绍和测试。研究结果与其他类型的事业相关营销(如经济捐赠)相比,在不使用事业相关营销的情况下,意识营销也能产生类似的购买意向。在某些情况下,与包含经济捐赠成分的事业相关营销相比,或与不使用事业相关营销相比,认知营销也会导致更高的品牌真实性和品牌原创性认知。品牌感知和消费者感知到的自我品牌联系是因果相关营销与购买意向之间关系的中介。本研究为有关品牌真实性和自我品牌联系的文献提供了理论意义。在此过程中,作者解释了为什么对意识营销的评价不同于其他类型的事业相关营销或没有任何事业参考的营销。实践意义将意识营销(即提高对某一事业的意识,但不对该事业做出直接贡献)作为传统事业相关营销努力的一种投资较低的替代方法,将使营销人员受益匪浅。原创性/价值 据作者所知,这是首次将意识营销作为一种新型的事业相关营销进行介绍,并将其与传统的事业相关营销进行比较的研究,从而为事业相关营销如何在不对事业做出经济、产品或其他有形贡献的情况下有效提高购买意向做出了新的贡献。
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引用次数: 0
期刊
European Journal of Marketing
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