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Article
Publication date: 11 October 2019

Sangeeta Singh and Lola C. Duque

The purpose of this paper is to demonstrate cause-related marketing (CRM) promotions as a brand-oriented international market entry strategy that can leverage an unfamiliar brand…

1097

Abstract

Purpose

The purpose of this paper is to demonstrate cause-related marketing (CRM) promotions as a brand-oriented international market entry strategy that can leverage an unfamiliar brand in a new international market. One of the challenges CRM promotions face is skepticism toward the campaign and for that reason, many brands form alliances with well-known charities familiar to the consumer, hoping that the trust and goodwill generated by the charity will be transferred to the brand. The authors manipulate price and donation presentation formats to show an alternative means for overcoming skepticism.

Design/methodology/approach

The research is undertaken in two studies. Study 1 uses a sample collected on Amazon’s MTurk, whereas study 2 is undertaken in the real world with participants from Norway. Analysis of variance and partial least square are, respectively, used to test the hypotheses.

Findings

The first study shows that presenting the donation explicitly vis-à-vis the price makes a less familiar charity produce the same trustworthy effects as that a well-known one does. Moreover, the second study shows that it strengthens utility from the transaction and weakens skepticism of CRM promotions to impact brand evaluations.

Research limitations/implications

The primary focus of the research was consumers’ familiarity with the charity but other variables could have a significant impact in judgments. For instance, the importance consumers attach to the cause that the charity supports, spatial distance of the brand and charity, brand familiarity. Manipulating these in future studies would not only contribute to the CRM literature but also to that of international marketing.

Practical implications

Firms in international markets can derive competitive advantages with the help of CRM campaigns. Moreover, alliances with familiar charities that are local can help combat nationalistic feelings prevalent in many markets. The separated presentation format can also help overcome some of the additional skepticism found in international markets.

Social implications

The findings support the Better Business Bureau’s Standards for Charity Accountability that seek transparency in communicating CRM promotions. The explicit presentation of price and donation, in addition to providing this transparency, also gives consumers a clear understanding of the CRM promotions’ details, which will increase their self-efficacy in making more informed decisions.

Originality/value

This research contributes to strengthening knowledge on donation-price formats, offers brands entering international markets a singular way of gaining credibility and competitive advantage, and empirically confirms the proposed outcomes of a theoretical model for promotions.

Details

International Marketing Review, vol. 37 no. 5
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 29 May 2009

Sangeeta Singh, Lene Kristensen and Erika Villaseñor

This study, conducted in Norway, aims to investigate whether increasing consumers' familiarity by repeating cause related marketing (CRM) claims helps in reducing their skepticism…

3280

Abstract

Purpose

This study, conducted in Norway, aims to investigate whether increasing consumers' familiarity by repeating cause related marketing (CRM) claims helps in reducing their skepticism towards CRM campaigns. It also seeks to test whether the relationship between familiarity and skepticism may be moderated by skepticism towards advertising in general.

Design/methodology/approach

A single factor experimental design with four levels of claim repetition was utilized to test the hypothesized effects between claim repetition, familiarity, skepticism towards advertising and skepticism towards CRM claim.

Findings

The findings support the hypothesized effects. Repeating claims helps in overcoming skepticism towards CRM claims and also reduces the adverse effects of skepticism towards advertising.

Research limitations/implications

The paper does not measure the kind of thoughts that result from the repetitions nor does it account for the effect of using a variety of sources for providing the information instead of just one.

Practical implications

The study demonstrates that marketers can overcome skepticism towards CRM with repetitions of claims, that awareness and credibility can be created by familiarizing the market with the campaign. This is especially beneficial for a lesser known company that can use repeated CRM claims to gain familiarity and create positive attitudes.

Originality/value

This paper draws a parallel between general advertising and CRM communications to show that important findings from advertising are not only applicable to CRM campaigns but also critical to its success.

Details

International Marketing Review, vol. 26 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

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Book part
Publication date: 28 September 2020

Rajeev Kumar, Damodar Suar, Sanjay Kumar Singh and Sangeeta Das Bhattacharya

Purpose – This study investigates the sociodemographics, late entry to antiretroviral therapy (ART), and clinical markers associated with AIDS-related mortality…

Abstract

Purpose – This study investigates the sociodemographics, late entry to antiretroviral therapy (ART), and clinical markers associated with AIDS-related mortality.

Methodology/Approach – Applying retrospective cohort design, 960 medical records of people who died of AIDS, from October 2006 to December 2014, were accessed from the ART center at tertiary health care center of Ranchi (India).

Findings – With useable data from 889 medical records revealed that the majority of people who died of AIDS consisted of married males in the age group of 19–40 years who were truck drivers, migrant laborers, and of rural origins. The median survival period was below 3 months following the ART. Males and people on the pre-ART group had a shorter survival period than their counterparts. Early mortality was associated with lower CD4+ T cell counts, the third or fourth clinical stage, ambulatory or bed-ridden functional status, and poor medication adherence.

Research limitations/implications – This study was limited to the analysis of AIDS deceased people only; it did not compare the survival duration with living people on ART. The lower CD4+ T cell counts and medication adherence, being strong predictors of mortality, can be addressed to attain higher survival rates of people who have AIDS.

Originality/Value of Paper – This is the first study conducted in the tribal-populated region, covering a large sample of 889 cases. Unique findings of this study update the existing data on AIDS-related mortality.

Details

Race, Ethnicity, Gender and Other Social Characteristics as Factors in Health and Health Care Disparities
Type: Book
ISBN: 978-1-83982-798-3

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Article
Publication date: 1 March 2006

Sangeeta Singh

The purpose of this paper is to investigate the relationship between national culture and adoption of new products, ideas, or behaviour to suggest a framework for distinguishing…

7777

Abstract

Purpose

The purpose of this paper is to investigate the relationship between national culture and adoption of new products, ideas, or behaviour to suggest a framework for distinguishing between innovative and imitative behaviour.

Design/methodology/approach

The four dimensions propounded by Hofstede are used to distinguish national cultures for developing hypotheses pertaining to patterns of adoption of new products, namely innovative and imitative behaviour of consumers and the sources of influence that instigate them into such behaviours.

Findings

Results from the study provide support for some of the hypothesised effects which suggest that indeed, certain dimensions of culture are a key factor in determining whether or not consumers will display a propensity to innovate. Specifically, it was found that cultures characterised by small power distance, weak uncertainty avoidance and masculinity will demonstrate innovativeness. The findings also indicate that consumers coming from different national cultures are going to vary in their susceptibility to normative influences and interpersonal communications. Consumers coming from a large power distance, strong uncertainty avoidance and/or feminine cultures are going to be convinced into adopting new products through normative influences while those from more collectivistic cultures are more likely to be swayed by interpersonal communications.

Originality/value

These results offer possibilities of influencing consumers into adopting new products by using different methods that are dependent on the national culture.

Details

International Marketing Review, vol. 23 no. 2
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 11 January 2013

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

2684

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The Japanese are renowned as remarkable technological innovators. There's a Japanese word that reflects this prowess – monozukuri, the art of making things. It's often reflected in the approach to marketing which is taken by many Japanese companies, and it has applied in the past to Nissan.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Details

Strategic Direction, vol. 29 no. 2
Type: Research Article
ISSN: 0258-0543

Keywords

Available. Content available
Article
Publication date: 3 December 2020

Demetris Vrontis and Alkis Thrassou

344

Abstract

Details

International Marketing Review, vol. 37 no. 5
Type: Research Article
ISSN: 0265-1335

Available. Content available
Article
Publication date: 1 March 2006

321

Abstract

Details

International Marketing Review, vol. 23 no. 2
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 16 August 2022

Pilar Mosquera, Maria Eduarda Soares and Teresa Alvadia

The well-being of individuals is an essential issue of sustainability research. This study aims to focus on the particular case of teleworkers and the work conditions which may…

659

Abstract

Purpose

The well-being of individuals is an essential issue of sustainability research. This study aims to focus on the particular case of teleworkers and the work conditions which may hinder their well-being. More specifically, this study analyses the impact of social isolation and work overload on the work engagement and life satisfaction of teleworkers during COVID-19 pandemic.

Design/methodology/approach

With a sample of 188 workers from the Portuguese banking sector, the authors use structural equations modelling to test a conceptual model. The authors carry out data analysis with partial least squares.

Findings

Social isolation and work overload are both negatively associated with the three dimensions of work engagement, namely, vigour, absorption and dedication. In turn, vigour is positively associated with life satisfaction. Social isolation and work overload are indirectly associated with life satisfaction through vigour. Results from multi-group analysis show that the negative relationship between social isolation and dedication is stronger for less senior teleworkers. By contrast, the negative relationship between work overload and dedication is stronger for more senior teleworkers. Additionally, the positive relationship between vigour and life satisfaction is stronger for permanent workers than for temporary ones.

Originality/value

This study tests the assumptions of the job demands-resources under the novel conditions of telework during COVID-19, focusing its ubiquitous conditions – social isolation and work overload. For human resources managers, this study highlights the need to take seniority and job stability in consideration when devising onboarding and working arrangement strategies for teleworkers.

Details

The Learning Organization, vol. 29 no. 5
Type: Research Article
ISSN: 0969-6474

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Article
Publication date: 5 June 2017

Anuj Kumar, Sangeeta Pant and S.B. Singh

The purpose of this paper is to evaluate various reliability measures like availability, reliability, mean time to failure and profit function.

272

Abstract

Purpose

The purpose of this paper is to evaluate various reliability measures like availability, reliability, mean time to failure and profit function.

Design/methodology/approach

The authors present a novel method for availability analysis of an engineering system incorporating waiting time to repair. The considered system consists of two subsystems, namely, A and B connected in series. The subsystem B has two identical units in standby arrangement. Each unit of the subsystem has two modes, i.e. normal efficiency or failed. The two standby units of the subsystem B are connected by an imperfect switching. The system is analyzed by supplementary variable technique, Laplace transformation and Gumbel-Hougaard family of copula.

Findings

Numerical examples with a way to highlight the important results have been appended at last. Numerical calculation shows that availability and reliability of the system is decreasing with respect to time when failure rates are fixed at different values. Finally, cost analysis of system reveals that the expected profit decreases with increase in service cost.

Originality/value

This paper presents a mathematical model in which an important aspect of switching has been taken into consideration, which is consistent with actual failures of switching by assuming two different types of failure between adjacent transition. It is evaluated with the help of the Gumbel-Hougaard family of copula.

Details

International Journal of Quality & Reliability Management, vol. 34 no. 6
Type: Research Article
ISSN: 0265-671X

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Article
Publication date: 28 April 2022

Avinash D. Pathardikar, Praveen Kumar Mishra and Sangeeta Sahu

This paper aims to examine the effect of procedural justice on affective commitment, through the mediating of organizational trust and job satisfaction.

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Abstract

Purpose

This paper aims to examine the effect of procedural justice on affective commitment, through the mediating of organizational trust and job satisfaction.

Design/methodology/approach

Data were collected from 305 executives working in eight large cement organizations through a standardized questionnaire. Confirmatory factor analysis, structural equation modelling and mediation analysis were performed to examine the relationship.

Findings

Procedural justice significantly influenced job satisfaction and organizational trust directly. Organizational trust and job satisfaction are partially mediated by organizational justice and affective commitment. Interestingly, procedural justice does not influence affective commitment directly.

Originality/value

Procedural justice and affective commitment are crucial aspects of an organization. Limited research has been conducted linking procedural justice, organizational trust, job satisfaction and affective commitment. This study was conducted in the South Asian country of India, where power-distance prevails

Details

Journal of Asia Business Studies, vol. 17 no. 2
Type: Research Article
ISSN: 1558-7894

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