Increased word‐of‐mouth via strategic cause‐related marketing

• This research examines word‐of‐mouth (WOM) promotions as an additional consequence of a successful cause‐related marketing (CRM) partnership. Firms properly aligned in CRM partnerships should increase positive feelings that can translate into positive WOM from the public. WOM efforts should be considered in marketing campaigns to develop successful long‐term CRM strategies. Additionally, carefully planned CRM campaigns with positive WOM give firms a competitive advantage without the backlash of consumer skepticism often reported when firms attempt to manipulate WOM campaigns. This study is grounded in associative learning theory which provides support for the strengthened associative links between firm and charity when the relationship is properly aligned. This empirical study suggests that strategically aligned CRM relationships can improve positive WOM recommendations. Results of ANOVA and factor analysis indicate that consumers are more receptive to CRM partnerships that consist of compatibility between firm and charity that persist over time. Results suggest that consumers are more likely to recommend the more properly aligned partnerships to others.

Copyright © 2010 John Wiley & Sons, Ltd.     

Building e‐support for cause‐related marketing through strategic alliances

New opportunities for nonprofit organisations to reach new donors and volunteers are being generated by an accelerated interest in cause‐related marketing on the part of both consumers and business firms, in conjunction with the emergence of the Internet. Together, these conditions have created a climate conducive for nonprofit alliances with corporations to become one of the fastest growing forms of marketing today. This paper examines online cause‐related marketing from the fundraiser's perspective, and sets forth a series of marketing management implications of building relationships with businesses and their customers as potential donors on the Internet. Copyright © 2000 Henry Stewart Publications.     

Exploring the link between cause‐related marketing and brand building

The use of cause‐related marketing (CRM) is increasing around the world and provides benefits to both firms and causes, by linking the two organisations together. Most of the CRM literature examines this strategy from a for‐profit perspective. This paper examines how this literature could be equally applicable to examining CRM from a not‐for‐profit perspective. That is CRM programmes can positively and negatively impact on a not‐for‐profit's brand, which is frequently its most valuable asset. In this way CRM can be related to a number of not‐forprofit brand and brand equity issues including brand awareness, brand attitude and intention to support the CRM programme. Copyright © 2000 Henry Stewart Publications     

Examining company experiences of a UK cause‐related marketing campaign

The primary aim of the research was to examine commercial organisations' perceptions of the benefits of cause‐related marketing and the extent to which these benefits were achieved through their involvement with a UK cause‐related marketing campaign. The study also explored companies' views on the management of relationships between the profit and nonprofit organisations involved in a cause‐related marketing partnership. The research was conducted with companies involved in the cause‐related marketing campaign of one UK charity. Analysis of the data, gathered by means of a postal questionnaire, revealed that the benefits of cause‐related marketing perceived to be the most important in this context were increasing press coverage and raising brand awareness. Other important benefits included the opportunity to demonstrate social responsibility and enhance corporate reputation as well as building customer loyalty and increasing sales. Benefits achieved through participation in the cause‐related marketing campaign were limited to improved corporate reputation and social responsibility and press coverage. Recommendations for improved management of the partnership heavily emphasised joint planning processes, at the strategic and implementation levels. Copyright © 2003 Henry Stewart Publications     

Evaluating cause‐marketing campaigns in the Indian corporate landscape: The role of consumer skepticism and consumer attributions of firm's motive

More and more business organizations are engaging in social initiatives to make a positive contribution to society. Cause marketing, such as CSR, is one of the many ways that firms can manifest social responsibility by pitching‐in where government solutions are few or takes time in implementation, and it is the only type that calls for consumer participation. Because customer participation is imperative for the success of the campaign, it must be designed to connect with consumers while also making them feel that corporate efforts are authentic and truly helping the cause and not exploitative of the social cause. Using fictitious brand, cause‐marketing campaigns were designed, and two studies were conducted to analyze the relationship between cause involvement, consumer attributions on firm's motive, and consumer attitudes towards cause campaigns, and if and how the relationship differs when consumer skepticism towards cause claims existed. Multivariate analysis performed for hypotheses testing suggests that cause involvement influenced campaign attitudes and the relationship was mediated by consumer attributions of firm's motive, and consumer skepticism towards cause campaigns affected the relationship.     

Exploring the interactive effects of brand use and gender on cause‐related marketing over time

Research has shown that men and women respond differently to cause‐related marketing (CRM) appeals with fictitious brands; however, few studies examine how CRM works for existing brands or measure long‐term effects. To fill these gaps, we explore the influence of sponsor brand use and gender on responses to a CRM campaign at three points in time (premessage, postmessage exposure, and 2‐week delay). We are the first study to identify the moderating effect of brand use on gendered responses to CRM messages. Nonbrand users increased their purchase intentions after CRM message exposure; this was especially true for men. Overall, our findings reinforce past research showing that CRM can positively influence short‐term purchase intentions. We reveal new insights that show CRM can work especially well among nonbrand buyers; however, no significant long‐term influence was found. Our results demonstrate the importance of segmenting the market by demographics and brand use as well as considering the long‐term implications of CRM persuasion.     

Individualism/collectivism,charitable giving,and cause‐related marketing: a comparison of Chinese and Americans

• With the global expansion of cause‐related marketing (CRM), advertisers need to know whether and how cultural and societal differences impact attitude toward CRM across markets. To add to that knowledge, the present study identifies two consumer traits, that is, individualism/collectivism and perception of individual charitable giving as a social norm, and investigates and compares their influence on attitude toward CRM. By conducting surveys with Chinese and American samples, the present study found that gender, horizontal collectivism (HC), and perception of individual charitable giving as a social norm were significantly associated with attitude toward CRM in the American sample, whereas horizontal individualism, HC, and vertical collectivism were significant predictors of attitude toward CRM in the Chinese sample. Theoretically, these findings suggest that associations between one cultural dimension and the attitude toward CRM are independent to relationships involving other dimensions. And the particular circumstance of a local market may determine which consumer traits will actually have a significant association with attitude toward CRM. Practically, the findings suggest that advertisers may want to choose social causes that have national impact in China because there is a tendency of achieving egoistic enhancement through individual charitable giving whereas social causes that are relevant to female consumers are better strategic choices in the USA.

Copyright © 2013 John Wiley & Sons, Ltd.     

Effectiveness of cause‐related marketing for differential positioning of market entrant in developing market: An exploratory study in Indian context

Cause‐related marketing is being increasingly used for forging strong relation between the brand and the customer. It is primarily being used by the well‐established brands to further strengthen their position in the market as it leads to a positive image of the brand, and customers are more receptive towards such brands because they tend to provide them with tangible as well as intangible benefits. This study tends to identify the effectiveness of cause‐related marketing as a marketing tool for newly launched products in developing market of India, which has so far remained a less explored area. A sample of 150 consumers was taken, and case studies were undertaken for validating these findings. The findings suggest that cause‐related marketing campaigns, even at early stages of brand development, can lead to customer trial and differential positioning thus providing these new entrants with an opportunity to interact with the customers. The proposed framework can provide useful insights to brand managers to design cause‐related marketing campaigns for newly launched brands. The results and findings have been deduced from real‐time market research, and it can help in furthering research in the field of cause‐related marketing in India and other developing economies with similar market conditions.     

Cause‐related marketing campaigns with luxury firms: An experimental study of campaign characteristics,attitudes, and donations

• Cause‐related marketing (CRM) partnerships between luxury firms and charitable organizations have grown in popularity, yet no study has examined such luxury CRM campaigns thus far. Using a fictitious campaign by the Hotel Adlon Kempinski Berlin and the Plan International Germany charity, the authors conducted an experimental CRM study among 281 actual luxury consumers. Realizing CRM campaigns in the luxury segment can be promising for luxury firms and charities. In particular, a CRM campaign works best when the donation magnitude is high (25% vs. 1%) and the price of the luxury service offering is moderate (€180 vs. €450). Furthermore, luxury campaigns enhance the attitudes of luxury customers toward charitable organizations, especially if they are unknown brands. Yet this study also offers a warning that luxury campaigns can be risky if consumers who have previously supported the charitable organization perceive the campaign as too high profile. Ultimately, this study reveals that CRM luxury campaigns play a major role for fundraising success.

Copyright © 2012 John Wiley & Sons, Ltd.     

Cause‐related marketing and customer donations in an online marketplace

• eBay for Charity provides mechanisms for embedding charitable fundraising and donations into the UK's largest online marketplace, with 18 million unique visitors each month. This paper explores some of our findings concerning the impact of charitable activity on the behaviour of those who participate, including buyers, sellers, and the charities themselves, and suggests ways these findings could be applied to other forms of online fundraising in the future.

Copyright © 2012 John Wiley & Sons, Ltd.     

Understanding consumers' purchase intentions toward natural‐claimed products: A qualitative research in personal care products

In recent years there is a trend of consuming natural products for a sustainable and healthier life. Therefore, firms began aligning their strategy with sustainability by communication strategies that they produce natural products, which are better for health as well as the environmental sustainability. However, sometimes these claims may be deceptive. The purpose of this paper is to understand the consumers' purchasing intentions toward products claiming naturalness in their advertising and packaging strategies. This research also examined greenwashing perceptions and their potential roles in purchasing intentions. In‐depth face‐to‐face interviews carried out with 20 Turkish women regarding personal care products (local brand and international brand). The findings of the interviews revealed eight themes (perceived greenwashing, perceived green image, price perception, environmental concern, green trust, skepticism, perceived risk, and purchase intention). This study contributes to predict a framework from consumer viewpoint for identifying the themes related to greenwashing.     

Automatic‐renewal contracts with heterogeneous consumer inertia

Automatic contract renewals are a common feature in consumer markets. Since these contracts renew automatically unless a consumer actively cancels, firms can use them to exploit consumer inertia. As a source of inertia I study limited attention and investigate how firms use contract renewal to sell to consumers with different degrees of inattention. In monopolistic markets, adverse selection of more‐attentive consumers limits the exploitation of naively inattentive consumers. When signing a contract, naively inattentive consumers overestimate their future probability to make an active cancellation decision. To exploit this mistake, the monopolist wants to target these consumers with large prices after contracts renew. These back‐loaded contracts, however, adversely attract more‐attentive consumers who cancel more often when choosing these exploitative contracts. To mitigate adverse selection, monopolists focus less on exploiting naively inattentive consumers. Adverse selection induces fewer consumer mistakes and can increase efficiency. I show that competition mitigates adverse selection, which induces firms to focus more on exploitation with more back‐loaded pricing. I discuss implications for recently implemented policies on automatic‐renewal contracts.     

Understanding why people do not give: strategic funding concerns for AIDS‐related nonprofits

• In this increasingly competitive environment for the individual donor's time and money, it is especially important for AIDS‐related nonprofits to understand why people choose not to give. Voluntary donations to organizations serving persons with HIV/AIDS could be negatively influenced by the social stigma that continues to be associated with the disease. Using the empathy‐altruism hypothesis from social psychology, the impact of gender, homosexuality, promiscuity, and drug use on donor cognitive situational empathy, emotional situational empathy, and altruism is examined. The findings have significant implications for nonprofits. Understanding the impact of these behaviors on giving is a first step in gauging the magnitude of challenges that AIDS‐related nonprofits may face in fund‐raising activities. Additionally, this information should be invaluable in the development of educational and/or promotional strategies to increase private sector support. Finally, initiatives in communication and marketing strategy are discussed to improve fund‐raising efforts.

Copyright © 2006 John Wiley & Sons, Ltd.     

A Perspective‐Based Understanding of Project Success

Answering the call for alternative approaches to researching project management, we explore the evaluation of project success from a subjectivist perspective. An in‐depth, longitudinal case study of information systems development in a large manufacturing company was used to investigate how various project stakeholders subjectively perceived the project outcome and what evaluation criteria they drew on in doing so. A conceptual framework is developed for understanding and analyzing evaluations of project success, both formal and informal. The framework highlights how different stakeholder perspectives influence the perceived outcome(s) of a project, and how project evaluations may differ between stakeholders and across time.     

Understanding leadership for cross‐cultural knowledge management

This article examines the role of leadership in cross‐cultural knowledge management (CCKM) because both knowledge management and cross‐cultural management are now regarded as popular topics in both academic and practical research in the age of globalization. We discuss the existing literature on the relationship between leadership and cross‐cultural management as well as the relationship between leadership and knowledge management to illustrate the importance of leadership in each field. The concept of cross‐cultural knowledge management—an ambiguous term—will be presented from Nguyen, Umemoto, and Medeni's (2007) work, establishing an expanded role of cross‐cultural management, which could be viewed as a subset of knowledge management. To emphasize the impact of leadership on CCKM, we discuss the influence of leadership on each factor in the theoretical model of CCKM. Our understanding of the role of leadership in CCKM suggests that international leaders should pay careful attention to managing fragmentation, integration, and differentiation when they want to create and manage the cross‐cultural knowledge of their employees.     

Higher education: marketing in a quasi‐commercial service industry

The UK Government is promoting widening participation and asking universities to develop their student intake of 18–30 year‐olds by 50 per cent by 2010. The financing of these changes is encouraging a marketing emphasis shift, as funding is reduced and alternative revenue methods sought. Traditional marketing of charitable educational institutions sought to ensure sufficient student enrolments for solely government‐funded core activities. Further marketing is now seen in quasi‐commercial activities. This paper investigates the need for a further marketing approach to satisfy these government policy changes. Using the comparative method, the paper looks at the complexity of the issues around US and UK higher education and their revenue value conflicts, marketing perspectives and, finally, the differences in perspectives and expectations between commerce and education. As the matter is current and ongoing, the main form of collecting evidence is through personal interview and recent media releases. Copyright © 2003 Henry Stewart Publications     

The growth of the Internet,digital television and mobile telephony and the implications for not‐for‐profit marketing

This paper looks at what is currently known about who uses the new technologies and how they use them. It also sets out the current information available about the use of these technologies by the not‐for‐profit sector as a whole. The final section sets out the implications of these new technologies for not‐for‐profit marketers and the potential benefits for organisations that embrace and develop the new technologies. While the data presented focuses on the UK, the implications for not‐for‐profit marketing are relevant wherever the penetration in these technologies is high. Copyright © 2001 Henry Stewart Publications     

Mind the Intended‐Implemented Gap: Understanding Employees’ Perceptions of HRM

This study aims to shed light on the implementation of HR practices as a key piece of the human resource management (HRM)–performance puzzle. Although the literature suggests that discrepancies between the organization's intended and implemented HR practices are essential to understanding employees’ perceptions of and reactions to HRM, little attention has been devoted to this issue. Drawing upon a multiple‐case study of German health and social services organizations, we therefore explore the linkages (and potential gaps) between intended, implemented, and perceived HR practices. Our study provides new insights into the underlying mechanisms of this relationship, highlighting an organization's ability to leverage its resources as playing a crucial moderating role in implementing intended HR practices, while employees’ expectations of HRM moderate the link between implemented and perceived HR practices. We advance a set of propositions that contributes to a more nuanced, multilevel understanding of the complex phenomenon of HRM implementation. © 2014 Wiley Periodicals, Inc.