Transfer of Marketing Knowledge Within Business‐Nonprofit Collaborations

Companies often develop collaborative joint ventures with nonprofits, and sometimes help their nonprofit partners with the marketing activities associated with these projects. Often, the assistance furnished is embodied in a transfer of knowledge from a firm to a nonprofit and involves knowledge about marketing techniques, strategies and methods. This article presents the results of a survey concerning the extents, natures and effectiveness of marketing knowledge transfers taking place between 291 UK enterprises and their nonprofit partner organisations. The survey covered the knowledge transfer methods that companies employed, the scope of the knowledge communicated, the factors that encouraged or impeded marketing knowledge transfer, and the considerations that determined which partner completed most of the marketing tasks associated with a project. It emerged that knowledge transfers occurred mainly through face‐to‐face communications, though with little formal teamworking. Both the extent and the effectiveness of transfers depended on the degree of marketing knowledge within the nonprofit partner, on levels of knowledge specificity and project complexity, and on the financial importance of the collaboration. The extent of knowledge transfer was additionally influenced by cultural and organisational distance. Similar considerations affected commercial partners' decisions to do most of the marketing work required by a collaboration. Such decisions were especially likely if anti‐marketing bias existed within the nonprofit organisation and if the nonprofit's staff knew little about marketing.     

Implicit Leadership Theories of Bruneians

A leader's effectiveness is affected by the followers’ acceptance of the leader as their leader. Followers rely on their cognitive schema to judge whether someone deserves to be considered a leader. This cognitive schema is the implicit leadership theory (ILT) individuals have on the qualities of a leader. When leaders are perceived as conforming to this ILT, they are seen as leaders, and followers accept their influence attempt. This study examined the ILT of Bruneians. The findings indicate that Bruneians are associated with a distinct ILT and shows that gender and personality variables predict the variation in ILT.     

Mapping the consumer‐subject in advertising

Traditionally marketing communication‐or more specifically advertising‐has been framed in terms of products/ services, needs and wants of consumers as if these were real givens, existing independently of the forms and acts of marketing communication itself. From this perspective, advertising is merely seen as a purveyor of information about products/services/needs between producers and consumers but hardly as actively implicated in shaping, not only the relation between the processes of production and those of consumption, but also the conception of the consumer‐subject. This paper makes a brief diachronic account of advertising with a view to highlighting how the consumer‐subject is represented. Whereas early advertising conceives of the consumer‐subject as a “rational” decision‐maker, aware of its needs and desire, more recent advertising constitutes the consumer‐subject in a hyperreal, dream‐like world, which seduces and spellbinds it.     

An examination of the relationship among consumer lifestyles,ethnocentrism, knowledge structures,attitudes and behavioural tendencies: a comparative study in two CIS states

The objective of this study is to investigate ethnocentric and/or regiocentric behaviour of Azeri and Kyrgyz consumers. In particular, the study focuses on how ethnocentrism explains consumers' attitudes, intentions and actual purchasing behaviour towards products from major sourcing countries. Data for the study were collected through personal interviews in four districts of Greater Bishkek: the capital city of Kyrgyz Republic, and Baku, the capital city of Azerbaijan. Survey findings lend greater support to earlier studies conducted in the USA, Western and Eastern Europe and Japan. Non-ethnocentric Kyrgyz and Azeri consumers have significantly more favourable belief structures, attitudes, intentions and the resultant purchasing behaviour regarding imported products compared to their ethnocentric Azeri and Kyrgyz consumer counterparts. The findings of the study offer important research, public policy and managerial implications for companies, government agencies and international donor agencies alike who are either operating in the region or contemplating an entry in the future. Foreign companies may use pan-regional marketing strategies and may be able to standardise their products and marketing strategies in the region, since consumers have identical and/or very similar use behaviour and uses for the products and services.     

Relevant or redundant: Elite consumers' perception of foreign-made products in an emerging market

Abstract

This paper examines the attitudes of elite Pakistani consumers concerning their preferences for foreign-made products and how these preferences influence purchasing decisions. Data were collected from a sample of 250 buyers using a mixed methodology consisting of focus groups and a questionnaire survey. The results show a link between the country of origin (COO) of products and purchasing decisions. The nature and extent of this link vary across product class and purchasing decisions. A means-end chain (MEC) analysis revealed a close link between consumers' liking for foreign products connected with how they valued those products both psychologically and physiologically. The findings have implications for attaining a competitive advantage by using marketing strategies to target elite customers. As a pioneering study, this paper advances the theoretical knowledge, providing a framework as well as specific guidelines for practitioners to conceptualise the COO construct. The paper also suggests a strategic direction that successfully targets the elite consumer segment in Pakistan.     

The Impact of Social Influence on Individuals' Adoption of Innovation

This article empirically examines the impact of social factors (peer and social network) on attitudes toward innovation and the impact of that attitude on individual employees adopting innovation in their workplaces in Australia. This research uses quantitative research methodology and specifically multivariate statistical analysis. The research framework is based on the theory of reasoned action, the technology acceptance model, Frambach and Schillewaert's conceptual framework, and the unified theory of acceptance and use of technology. Data were collected from employees of a tertiary institution in Australia using a structured questionnaire. The results of multiple regression analysis show that social network impacts significantly on attitudes toward an innovation which, in turn, affects the innovation adoption behavior of employees. Furthermore, social network has been found to directly influence the innovation adoption process. This outcome has strategic implications for organizations in the effective management of innovation involving employees. These implications are highlighted in the article. This research has focused on only one organization in a particular region in Australia. Future research can explore the relationship between variables by including a number of organizations across Australia and beyond to provide a deeper insight into the issues explored in this article.     

Leveraging Virtual Attribute Experience in Video Games to Improve Brand Recall and Learning

This article extends the concept of virtual direct experience (VDE) from a product to an attribute as video gamers can virtually experience an attribute within a gaming environment. Using a 2 (VAE: present versus absent) x 2 (order of brand presentation: first or second) between subjects experimental design, we find that associating a brand with virtual attribute experience (VAE) by exposing consumers to the brand name and the virtual experience simultaneously has a positive effect on brand recall, brand extension acceptance, overall attitude, and purchase intention. In addition, our results demonstrate a significant interaction between VAE and telepresence on brand recall.     

Contextual and Competitive Interference: Inhibition or Facilitation?

Existing literature has found two sources of advertising interference, competitive and contextual, that decrease the effectiveness of an ad in a cluttered environment. However, to date, the negative impact of competitive and contextual interference has been examined independently. This research explores advertising effectiveness when these sources exist concurrently. Contrary to the supposition concerning the additive effects of both sources of interference when simultaneously present, our findings indicate that viewing ads for the same product category with similar executional elements leads to the dissipation of interference effects (Study 1). Consistent with the process rationale, when a product-brand cue (versus a picture cue) is provided, this novel effect disappears (Study 2). The implications of these findings for advertising are highlighted in the discussion section.     

Linking Human Resource Development Practices to Counterproductive Work Behaviour: Does Employee Engagement Matter

ABSTRACT

Although there is strong evidence in the literature to support the relationship between human resource development (HRD) practices and counterproductive work behavior (CWB), little is known about the psychological processes underlying this relationship. The present study examined whether employee engagement mediates the relationship between HRD practices and CWB. Participants were 271 employees enroled in a part-time Master of Business Administration (MBA) program at a large public university in Nigeria. After controlling for demographic characteristics, results showed that HRD practices were negatively related to CWB. The results also indicated that employee engagement plays a role in mediating the relationship between HRD practices and CWB.     

Evaluating the Effect of Affinity Card Programs on Customer Profitability Using Propensity Score Matching

Affinity card programs have become popular in recent times and account for one fifth of all credit card accounts. There is no research that links affinity card programs to customer profitability. Moreover, little is known about what type of affinity card programs would lead to higher profit. Using a large proprietary dataset we answer the above questions. We also apply propensity score matching, a relatively new technique, to control for selection bias in addressing the above issues. Contrary to previous research and common belief, we show that affinity card customers are no more profitable than non-affinity card holders. We also show that sports-based affinity programs are the least profitable and surprisingly, alumni-based affinity programs also do poorly relative to other types of affinity. On the positive side, affinity card customers are lower risk and help to lower the average risk of the portfolio of customers.