{"title":"企业可持续营销承诺:首席营销官未来关注与亲社会动机的作用","authors":"Nguyen N. Q. Thu, Nguyen Dinh Tho","doi":"10.1177/02761467231174027","DOIUrl":null,"url":null,"abstract":"Drawing upon the time perspective and self-determination theories, this study examined the role of two personal resources of chief marketing officers (CMOs), including future focus and prosocial motivations (pleasure-based and pressure-based), in firms’ sustainability marketing commitment in Vietnam, an emerging and transitioning market. The results produced by structural equation modeling, based on a sample of 286 CMOs of firms, revealed that CMOs’ future focus had a positive effect on firms’ sustainability marketing commitment. In addition, pleasure-based and pressure-based motivations partially mediated the relationship between CMOs’ future focus and firms’ sustainability marketing commitment. The results produced by necessary condition analysis demonstrated that, among three CMOs’ personal resources, only CMOs’ pleasure-based prosocial motivation plays the role of a necessary condition for the presence of firms’ sustainability marketing commitment. The study findings highlight the role of CMOs’ personal resources in achieving sustainability marketing of firms in emerging and transitioning markets.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"44 1","pages":"0"},"PeriodicalIF":3.7000,"publicationDate":"2023-05-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Firms’ Sustainability Marketing Commitment: The Roles of Chief Marketing Officers’ Future Focus and Prosocial Motivation\",\"authors\":\"Nguyen N. Q. Thu, Nguyen Dinh Tho\",\"doi\":\"10.1177/02761467231174027\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Drawing upon the time perspective and self-determination theories, this study examined the role of two personal resources of chief marketing officers (CMOs), including future focus and prosocial motivations (pleasure-based and pressure-based), in firms’ sustainability marketing commitment in Vietnam, an emerging and transitioning market. The results produced by structural equation modeling, based on a sample of 286 CMOs of firms, revealed that CMOs’ future focus had a positive effect on firms’ sustainability marketing commitment. In addition, pleasure-based and pressure-based motivations partially mediated the relationship between CMOs’ future focus and firms’ sustainability marketing commitment. The results produced by necessary condition analysis demonstrated that, among three CMOs’ personal resources, only CMOs’ pleasure-based prosocial motivation plays the role of a necessary condition for the presence of firms’ sustainability marketing commitment. The study findings highlight the role of CMOs’ personal resources in achieving sustainability marketing of firms in emerging and transitioning markets.\",\"PeriodicalId\":47896,\"journal\":{\"name\":\"Journal of Macromarketing\",\"volume\":\"44 1\",\"pages\":\"0\"},\"PeriodicalIF\":3.7000,\"publicationDate\":\"2023-05-07\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Macromarketing\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1177/02761467231174027\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Macromarketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/02761467231174027","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Firms’ Sustainability Marketing Commitment: The Roles of Chief Marketing Officers’ Future Focus and Prosocial Motivation
Drawing upon the time perspective and self-determination theories, this study examined the role of two personal resources of chief marketing officers (CMOs), including future focus and prosocial motivations (pleasure-based and pressure-based), in firms’ sustainability marketing commitment in Vietnam, an emerging and transitioning market. The results produced by structural equation modeling, based on a sample of 286 CMOs of firms, revealed that CMOs’ future focus had a positive effect on firms’ sustainability marketing commitment. In addition, pleasure-based and pressure-based motivations partially mediated the relationship between CMOs’ future focus and firms’ sustainability marketing commitment. The results produced by necessary condition analysis demonstrated that, among three CMOs’ personal resources, only CMOs’ pleasure-based prosocial motivation plays the role of a necessary condition for the presence of firms’ sustainability marketing commitment. The study findings highlight the role of CMOs’ personal resources in achieving sustainability marketing of firms in emerging and transitioning markets.
期刊介绍:
The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.