Building CSR Image through Sport Sponsorship
This empirical research examines sport sponsorship as an initiative contributing to the sponsor’s socially responsible image. Statistical analysis performed on data collected among a panel sample
Read More »
06/03/2014
• #Corporate Social Responsibility
It’s not Only what you Say, but Also how you Say It: the Influence of threat type and Message Framing on Anti-Gambling Advertising
The effectiveness of public service announcements (PSAs) is commonly assessed by measuring the overall appraisal of the depicted threat and the proposed recommendation. This theoretical orientation
Read More »
06/03/2014
• #Marketing Messaging
Sustainability in Advertising: Impactful or Inert?
The ability of consumers to identify sustainable messages in environmental advertising and the effect of these messages is explored. A content analysis provides insight into these judges’
Read More »
06/03/2014
• #Marketing Messaging
_1754371751.jpg)
“One text or Call Could wreck It All”: the Role of the Extended Parallel Process Model in Guiding Campaigns Against Distracted Driving
Studies show that texting while driving is widespread (Lennon, Rentfro, & o’Leary, 2010), leading to numerous accidents and deaths (waugh, 2010). This article proposes using the Extended Parallel
Read More »
06/03/2014
• #Awareness
Searching for Value Drivers in the Business-To-Business Marketing: the Perception of Health Care Professionals
The research provides a better understanding of business relationships between suppliers and industrial buyers. Based on previous research models, we particularly explored the value drivers that
Read More »
06/03/2014
• #Corporate Social Responsibility
The Effects of Value Creation and Relationship Quality Co-Alignment on a Firm’S Performance in Business Markets
This study intends to contribute to a better understanding of how value creation co-aligns with relationship quality, and how this co-alignment affects a firm’s performance. To examine this
Read More »
06/03/2014
• #Collaboration
Value Co-Creation with Strategic Customers
Our research tries to bridge the gap between the Service Dominant Logic (SDL) paradigm and strategic account management (SAM) research to answer the question: how is value “co-created” within a
Read More »
06/03/2014
• #Corporate Social Responsibility
Creating Value-In-Use in B2b Markets: the Role of Customer Resource Integration Readiness
This study explores the role of customer employees’ cognitive and motivational conditions - summarized as customer resource integration readiness - that are required for value-in-use creation in
Read More »
06/03/2014
• #CSR Practice