Impact of cause‐related marketing on consumer advocacy and cause participation: A causal model based on self‐reports and eye‐tracking measures

Badenes-Rocha, Alberto; Bigné, Enrique; Ruiz, Carla

doi:10.1002/mar.21590

Cited by 14 publications

(18 citation statements)

References 75 publications

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“…Therefore, we evidenced a relationship between a strategic marketing construct and a CSR based typology for social action. It is important because part of the literature takes for granted the social performance and just analyses the relationship between it and economic performance overlooking organisational aspects fostering it (Kuokkanen and Sun, 2019; Badenes-Rocha et al. , 2022).…”

Section: Discussionmentioning

confidence: 99%

Marketing's take on socio-economic performance

Osten

Toaldo

2022

MIP

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PurposeThe purpose of this paper is to propose that a stakeholder orientation (SO) can explain social and economic performances. It happens because the more the organisation acquires and disseminates stakeholder intelligence, the more it will be aware of the needs of different stakeholder groups, bending the decision making towards less powerful stakeholders and creating social performance. At the same time, more stakeholder intelligence is a strategic resource to be exploited favouring the economic performance. Moreover, it is proposed this effect is mediated by social motivations.Design/methodology/approachIn all, 251 Brazilian agricultural cooperatives were sampled and a survey primary data collection method was applied. To test our hypothesis, the partial least squares structural equation modelling method is used.FindingsIt is found that SO positively influences social and economic performances. Social motivation mediates the relationship between SO and social performance.Originality/valueSocial performance has gained importance because strategies harmful to society are not acceptable anymore and because of the link with economic performance. However, the strategic marketing literature is still scant on how marketing can drive economic and social performance at the same time.

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Section: Discussionmentioning

confidence: 99%

Marketing's take on socio-economic performance

Osten

Toaldo

2022

MIP

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“…Fixation duration is the average time for fixation on AOI and fixation count is the number of times the respondent looked at the AOI. These two measures have been used in several academic works to be analyzed visual attention (Ngan et al, 2022;Sielicka-R o_ zy nska et al, 2021;Badenes-Rocha et al, 2022). Soon after viewing the advertising appeals, the participants were thoroughly interviewed to check the debriefing procedures (Fitzsimons and Shiv, 2001).…”

Section: Methodsmentioning

confidence: 99%

Close-up “vs” long-shot images in advertising appeals: the role of objective temporality

Ladeira

Santini

2023

IJBM

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PurposeThis paper aims to analyze the effect of temporal experiences on the visualization of advertising appeals in the banking sector. More specifically, this study investigates the effectiveness of advertising messages that use close-up “vs” long-shot images and influence objective temporality as a driver of visual attention.Design/methodology/approachOne experiment was done through visual attention using an eye-tracking application. This investigation included the participation of 238 volunteers viewing 2 different types of advertising appeals: savings accounts and bank cards. The advertising appeals brought manipulations of close-up “vs” long-shot images.FindingsThe authors' findings indicate that close-up images increase visual attention in advertising appeals. On the other hand, the presence of long-shot images reduces visual attention in advertising appeals. Furthermore, the eye-tracking results revealed that long-short images constantly decreased with the passing of objective temporality. In contrast, close-up images had the first moment of increased visual attention levels followed by a fall toward the end of objective temporality.Originality/valueThe manipulation of image format differences can increase attention and memory effects. For this reason, the interaction between objective temporality and close-up “vs” long-shot images must be considered more carefully than has been done so far. This article reflects on this care and points the way to future research agendas.

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“…Even though this cluster has fallen into a declining status (Figure 4), charity donation (Mazodier et al , 2021) and cause-related marketing (Badenes-Rocha et al , 2022; Bergkvist and Zhou, 2019) are trending topics, raising important questions about whether (and how) companies are embracing them for strategic purposes. For instance, small Chinese firms use donations to mitigate the hazardous effects of environmental misconduct (Wu et al , 2021).…”

Section: Evolution Of Research and Thematic Clustersmentioning

confidence: 99%

Mapping the sustainability branding field: emerging trends and future directions

Nascimento,

Loureiro

2024

JPBM

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Purpose This study aims to offer the intellectual structure and dynamics of the sustainability branding field, involving the identification of influential authors and journals, current and emerging themes, theories, methods, contexts and future research directions. Design/methodology/approach The study conducted a bibliometric approach of 1,509 articles retrieved from Scopus to analyze the evolution of the knowledge of sustainability branding and suggest future research. The analysis used various methods such as performance analysis, keyword analysis, cluster analysis and bibliographic coupling. Findings The topics of corporate image, philanthropy and stakeholder pressures were core in the foundation phase. Then rose the topics of sustainable development goals and global supply chains. Green marketing and the new paradigms of circularity, ethical consumerism and hyperconnected societies emerged more recently. Six thematic clusters represent the field’s knowledge structure: (1) corporate branding and reputation, (2) sustainable business development, (3) sustainable branding and ethical consumption, (4) corporate social responsibility, (5) brand equity and green marketing and (6) sustainability branding in hospitality and tourism. Practical implications This paper provides readers with an overview of sustainability branding core themes, key contributions and challenges, which can be used as a toolkit for brand management studies and practice. Originality/value The study’s uniqueness lies in bibliometric analysis (combined with network analysis and science mapping techniques) of the sustainability branding field from the identification and evolution of the thematic clusters to propose future research directions.

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Impact of cause‐related marketing on consumer advocacy and cause participation: A causal model based on self‐reports and eye‐tracking measures

Cited by 14 publications

References 75 publications

Marketing's take on socio-economic performance

Marketing's take on socio-economic performance

Close-up “vs” long-shot images in advertising appeals: the role of objective temporality

Mapping the sustainability branding field: emerging trends and future directions

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