Purpose -Earlier studies into consumer ethnocentrism focused on identification of the level of ethnocentric tendencies in different countries and their investigation for various categories of products. This research contributes to a wider understanding of that phenomenon, aiming to explore the characteristics of Polish consumers' national and regional ethnocentric attitudes and behaviours, especially symptoms of those attitudes in relationship with locally produced brands of beer. Design/methodology/approach -All the data were collected on a university campus in Poland in late autumn 2007 in a group of ten university students. Purposive sampling was used to establish two focus groups within the industry's main target market age group, each of which met on two occasions, three weeks apart. Findings -The main identified issues broadly covered two main categories: national ethnocentrism and regional ethnocentrism. The findings point to the relative importance of elements such as brand image (based on Polish culture and referring to its symbols), local brands as contributors to local identities and the form of their expression, as well as a moral obligation to buy local brands. Originality/value -Indicative findings suggest that several areas need to be further investigated in future research in order to better understand the characteristics of national and regional ethnocentric tendencies, and the contribution they make to local identities.
Companies’ increasing social awareness has led to the development of a corporate social responsibility orientation, whose implementation impacts on their overall marketing communication, both at its strategic and operational levels. The issue of integration of both levels is recognized as a research gap and is thus, the main interest of this article. A company’s CSR orientation depends on the context of social problems, specifically in our case, the need for women’s empowerment as well as the creation of sustainable (socially and environmentally) workplace conditions in Bangladesh. The aim of the paper is to investigate and propose ways of integrating strategic and operational levels of CSR marketing communication. We applied the case study research method and specifically with the use of exploratory and descriptive methods, which posits this study within the logic of abductive approach, representing a creative and pragmatic process. The results refer, on the one hand, to the proposition of CSR and sustainable orientation of the one-page strategic plan, but on the other to the merging of the commercial and non-commercial activities of Aarong, a Bangladesh based company. Relying on the one-page strategic plan (OPSP) as a tool of marketing communication at the strategic level, we demonstrated the process of creating a video script scenario as a useful tool at the operational level of marketing communication. The proposed approach to building marketing communication around CSR and sustainable orientation makes the marketing communication consistent and clearer to the audience.
Purpose
This paper aims to reveal the influence of digital competence on perceived stress, burnout and well-being among students studying online during the COVID-19 lockdown in the spring of 2020 and to compare this influence on the basis of studies conducted in four countries.
Methods
An exploratory study was conducted in Poland, Lithuania, Turkey and India using a cross-sectional research design. A total of 1097 respondents took part in the survey. Well-being was measured by the World Health Organization (WHO) Well-being Index, stress was evaluated using a psychological stress measure (PSM-9) instrument, burnout was evaluated using the Copenhagen Burnout inventory, and digital competence was measured by the Digital Competency Profiler (DCP).
Results
The results revealed that social and informational dimensions of digital competencies had a positive influence on dealing with stress or burnout and improved well-being of students studying online during the COVID-19 lockdown. Moreover, the analysis on a country level highlighted that with regard to dealing with stress and burnout, the epistemological dimension of digital competence was the most important for Lithuanians and Indians, the informational dimension for Polish students and the social dimension for Turkish students.
Conclusion
The findings support the importance of digital competence on perceived stress, burnout and well-being among students studying online during the COVID-19 lockdown and propose deeper research directions on this phenomenon.
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