David Cosgrave and Michele O'Dwyer
This study explores the millennial perceptions of cause-related marketing (CRM) in international markets through the lens of an ethical continuum. Literature gaps exist in our…
Abstract
Purpose
This study explores the millennial perceptions of cause-related marketing (CRM) in international markets through the lens of an ethical continuum. Literature gaps exist in our understanding of cause-related marketing, ethics and millennials in an international context, with few studies offering insights into successful CRM campaigns in developed vs developing countries. Previous studies have yielded differing responses based on culture, sociodemographic and consumer perceptions.
Design/methodology/approach
An exploratory qualitative research method was adopted to build the theory necessary to address this research gap. Semi-structured interviews were conducted with a convenience sample of 155 undergraduate and postgraduate students representing 17 nationalities. Interviews were conducted in two regions (Ireland and United Arab Emirates) representing developed and developing markets.
Findings
Discrepancies exist between millennial consumers when it comes to ethical self-reporting, perceptions of CRM initiatives, choice criteria of CRM offers and purchase intentions. Findings also suggest that there is a relationship between the religious and ethical beliefs of millennials in certain regions. Gender showed no significant differences in perceptions of CRM.
Originality/value
This study examines millennial perceptions of CRM from multiple nationalities in developed vs developing markets. It introduces the ethical continuum in international CRM as a lens to examine perceptions of millennial consumers. The study identifies that millennials should not be treated as a homogenous group, suggesting different choice criteria of millennial consumers based on their ethical standards. It demonstrates emerging support for the role of religion in successful adoption of CRM.
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Arlindo Neves Madeira, Rosa Isabel Rodrigues, Teresa Palrão and Vasco Ribeiro Santos
Web Summit is an annual technological event which takes place annually in November and has great worldwide impact. The event fits into the MICE (meetings, incentives, conventions…
Abstract
Purpose
Web Summit is an annual technological event which takes place annually in November and has great worldwide impact. The event fits into the MICE (meetings, incentives, conventions and exhibitions) typology and has mega-event proportions, not only due to the number of participants but also in relation to its media coverage. The aim of this study is to analyse the participation of Web Summit participants in leisure activities outside the event, namely regarding entertainment and culture and heritage. It was also intended to know their perception of the city's brand image, according to the participants' age and the number of days they stay in the city.
Design/methodology/approach
This investigation is anchored in a quantitative methodology. Data were collected during the four days of the event from a convenience sample of 410 participants. For this purpose, a 15-item questionnaire was used, specifically designed to meet the study's objectives, assessing three dimensions: entertainment, culture and heritage and brand image.
Findings
Entertainment and culture and heritage positively influence tourists' perception of brand image. It was also possible to ascertain that the age of the tourists and their interest in culture and heritage are correlated. Finally, it was found that tourists' perception of entertainment varies depending on the number of days they stay in Lisbon.
Research limitations/implications
The main limitation of the study is related to the fact that a convenience sample was used in a single destination, which does not allow generalization to other contexts. Therefore, it would be interesting to apply the study in other geographical and cultural contexts, particularly in Rio de Janeiro, where the event will also take place next year (2023).This research contributes to extending the reflection on the role that events play in the brand image of a tourist destination. This study also highlights the importance of understanding consumer behaviour in MICE typology events.
Practical implications
The MICE sector plays an important role in the tourism industry as it constitutes a driving force of the global economy. Thus, it is considered that this research draws attention to the importance of the regions invested in this sector (e.g. expansion of facilities, ease of access to the site). Thus, in practical terms, the findings allow the authorities and the different stakeholders to better understand the impact of the event on the city's image and, at the same time, adapt the services according to the attendees' preferences.
Social implications
Considering the results, the study may have an impact on the organization of tours and events related to local culture and heritage, particularly in old quarters, where there is a greater lack of resources and the standard of living of the inhabitants is more precarious.
Originality/value
This research contributes to extending the reflection on the role that mega-events play in the brand image of a tourist destination. This study also highlights the importance of understanding the behaviour of consumers of different ages in events of the MICE typology, in leisure activities outside the event.
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Academics in industrial relations have for many years been attempting to define their field of study. Recently, we were asked, by a client interested in training, to find out how…
Abstract
Academics in industrial relations have for many years been attempting to define their field of study. Recently, we were asked, by a client interested in training, to find out how practitioners (managers and shop stewards) would react to a systems model of industrial relations. Their responses are reported here and suggest an approach to industrial relations training which may be helpful in clarifying, improving and changing practice.
The great difficulties which attach to the fixing of legal standards of composition for food products have now to be grappled with by the Departmental Committee appointed by the…
Abstract
The great difficulties which attach to the fixing of legal standards of composition for food products have now to be grappled with by the Departmental Committee appointed by the Board of Agriculture to consider and determine what regulations should be made by the Board, under Section 4 of the Sale of Food and Drugs Act, 1899, with respect to the composition of butter. As we predicted in regard to the labours of the Milk and Cream Standards Committee, so we predict now that the Butter Committee will be unable to do more than to recommend standards and limits, which, while they will make for the protection of the public against the sale of grossly adulterated articles, will certainly not in any way insure the sale of butter of really satisfactory, or even of fair, composition. Standards and limits established by law for the purposes of the administration of criminal Acts of Parliament must of necessity be such as to legalise the sale of products of a most inferior character, to which the term “genuine” may still by law be applied as well as to legalise the sale of adulterated and sophisticated products so prepared as to come within the four corners of the law. It is, of course, an obvious necessity that official standards and limits should be established, and the Board of Agriculture are to be congratulated upon the manner in which they are endeavouring to deal with these extremely knotty problems; but it is important that misconception on the part of the public and the trade with respect to the effect of the regulations to be made should be as far as possible prevented. All that can be hoped for is that the conclusions at which the Committee may find themselves compelled to arrive will not be such as to place too high and too obvious a premium upon the sale of those inferior and scientifically‐adulterated products which are placed in such enormous quantities on the food market.
Current issues of Publishers' Weekly are reporting serious shortages of paper, binders board, cloth, and other essential book manufacturing materials. Let us assure you these…
Abstract
Current issues of Publishers' Weekly are reporting serious shortages of paper, binders board, cloth, and other essential book manufacturing materials. Let us assure you these shortages are very real and quite severe.
Pamela Saleme, Timo Dietrich, Bo Pang and Joy Parkinson
This paper presents a methodological analysis of the co-creation and evaluation of “Biobot Academy” social marketing program to promote socio-emotional skills and prosocial…
Abstract
Purpose
This paper presents a methodological analysis of the co-creation and evaluation of “Biobot Academy” social marketing program to promote socio-emotional skills and prosocial behaviour in children, using a Living Lab method. This paper aims to identify how using a Living Lab method can enhance the co-creation and evaluation of a gamified social marketing program with users and stakeholders. To the best of the authors’ knowledge, this paper is the first to apply and further develop a Living Lab framework to guide social marketing program design.
Design/methodology/approach
Using a case study method, the Living Lab process was applied during the development of the gamified social marketing program for promoting socio-emotional skills and prosocial behaviour in children. In total, 28 online and in-person sessions over a two-year period led to program co-creation. Guided by a mixed method approach, testing was conducted in a non-randomised waitlist control trial, while qualitative data from in-game data capture, classroom observations and recordings were collected.
Findings
The application of the Living Lab method warranted improvements, specifically to the front-end and back-end steps of the existing process. While the non-randomised trial indicated effectiveness of the social marketing program across all outcome measures (self-awareness, empathy and prosocial behaviour intentions) compared to control, qualitative findings showed program improvements were needed on three specific aspects, namely, interactivity, user experience and comprehension.
Originality/value
This study provides methodological guidance for the application of the Living Lab method in other social marketing settings to help co-create innovative social marketing solutions with diverse stakeholder groups.