International Review on Public and Nonprofit Marketing最新文献_第2页

Back to the roots of cause-related marketing – A systematic literature review of cooperation motives 回归事业相关营销的根源--关于合作动机的系统文献综述

IF 1.7

International Review on Public and Nonprofit Marketing Pub Date : 2024-02-12 DOI: 10.1007/s12208-024-00396-8

Sandra Stötzer, Katharina Kaltenbrunner

{"title":"Back to the roots of cause-related marketing – A systematic literature review of cooperation motives","authors":"Sandra Stötzer, Katharina Kaltenbrunner","doi":"10.1007/s12208-024-00396-8","DOIUrl":"https://doi.org/10.1007/s12208-024-00396-8","url":null,"abstract":"Based on a systematic literature review, this paper explores the motives for cooperation between nonprofit organizations (NPO) and companies as profit organizations (PO) in the context of cause-related marketing (CrM) partnerships. CrM is a marketing and fundraising tool which combines the purchase of products with a “good cause” and has already gained significant attention in theory and practice as a widespread practice of corporate social responsibility. However, research often focuses on specific aspects and primarily on the perspective of consumers (i.e., their purchase or support intentions), while only a few studies deal with the motives that NPO and PO pursue with such intersectoral collaboration. Overall, the findings indicate that research on the NPO’s view is particularly limited and that CrM is generally based on a bundle of motives or (both financial and non-financial) goals, with the self-interested perspective of PO appearing to be dominant. The paper suggests several avenues for further research and advocates a stronger focus on fundamental questions that were raised decades ago but have not been adequately answered since the origins of CrM.","PeriodicalId":42632,"journal":{"name":"International Review on Public and Nonprofit Marketing","volume":"111 1","pages":""},"PeriodicalIF":1.7,"publicationDate":"2024-02-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139765766","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Rethinking the boundaries of cause-related marketing: Addressing the need for a new definition 重新思考因果营销的界限：满足对新定义的需求

IF 1.7

International Review on Public and Nonprofit Marketing Pub Date : 2024-02-02 DOI: 10.1007/s12208-024-00398-6

{"title":"Rethinking the boundaries of cause-related marketing: Addressing the need for a new definition","authors":"","doi":"10.1007/s12208-024-00398-6","DOIUrl":"https://doi.org/10.1007/s12208-024-00398-6","url":null,"abstract":"<h3>Abstract</h3> Cause-related marketing (CrM) has become a mainstream marketing strategy in recent years. Through several innovations in its practice, it has evolved considerably from its traditional ‘percentage of sales will be devoted to supporting a cause’ form. This paper suggests that the definition and scope of CrM reflected in academic literature and applied usage must evolve to keep up with its practice. A search of 436 papers from seven databases (EBSCO, Elsevier, Emerald, JSTOR, ProQuest, SAGE and WILEY) resulted in the identification of 24 unique definitions of CrM. These 24 definitions were examined to identify the various dimensions of CrM activity they collectively subsume. A total of six dimensions were identified. Each definition was then mapped against these six dimensions to determine the dimensions that were included in the definition. The dimension scores and dimension ratios were computed employing the methodology of Dahlsrud (2008). A juxtaposition of the identified definitions and dimensions against several current CrM campaigns indicates the need for a wider definition of CrM than those currently being used. A broadened definition of CrM, which attempts to capture the multifarious hues of how CrM strategies are actually being practised, is proposed.","PeriodicalId":42632,"journal":{"name":"International Review on Public and Nonprofit Marketing","volume":"37 1","pages":""},"PeriodicalIF":1.7,"publicationDate":"2024-02-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139677851","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Is roundup donation request always preferred: a case for checkout charity 蛔虫捐赠请求是否总是首选：结账慈善案例

IF 1.7

International Review on Public and Nonprofit Marketing Pub Date : 2024-01-27 DOI: 10.1007/s12208-024-00397-7

Neel Das, Lubna Nafees, Unal O. Boya, Anindita Das

引用次数: 0

Pro-environmental behaviours of generation Z: A cross-cultural approach Z 世代的环保行为：一种跨文化方法

IF 1.7

International Review on Public and Nonprofit Marketing Pub Date : 2024-01-19 DOI: 10.1007/s12208-024-00395-9

Israel-Javier Juma-Michilena, Maria-Eugenia Ruiz-Molina, Irene Gil-Saura, Sergio Belda-Miquel

{"title":"Pro-environmental behaviours of generation Z: A cross-cultural approach","authors":"Israel-Javier Juma-Michilena, Maria-Eugenia Ruiz-Molina, Irene Gil-Saura, Sergio Belda-Miquel","doi":"10.1007/s12208-024-00395-9","DOIUrl":"https://doi.org/10.1007/s12208-024-00395-9","url":null,"abstract":"The mitigation and adaptation strategies to deal with climate change have not been effective so far and we still observe the effects derived from this problem. This paper aims to explore the determinants of individual pro-environmental behaviour of Generation Z, given the relevance of this generational cohort in society. Quantitative research is conducted based on 1050 valid questionnaires from Generation Z Colombian, Mexican and Brazilian citizens. The hypothesised relationships were tested through a structural equation model estimated using the partial least squares (PLS) regression technique. In addition, a multi-group analysis was carried out to examine potential differences among groups of different nationalities. The results support that the Theory of Planned Behaviour (TPB) adequately models human behaviour and that beliefs generate attitude and subsequently behaviour. However, when it comes to environmental issues, other factors such as environmental disaffection, intrinsic motivations and environmental participation are also relevant. From a theoretical point of view, this study proposes an innovative model supported by the literature. Besides, from a practical point of view, it provides an orientation to guide organisational representatives or leaders in climate change mitigation based on behavioural prediction. Finally, the contribution of this study lies in proposing an innovative model that is combined with the TPB to explain a trend of pro-environmental behaviour in generation Z, evaluating it from different perspectives with members of three different nationalities.","PeriodicalId":42632,"journal":{"name":"International Review on Public and Nonprofit Marketing","volume":"1 1","pages":""},"PeriodicalIF":1.7,"publicationDate":"2024-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139517302","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Predicting CRM purchase intention by examining congruence, shopping orientation and mood moderation: Applying congruence theory with SEM-ANN-NCA method 通过研究一致性、购物导向和情绪调节来预测客户关系管理购买意向：将一致性理论应用于 SEM-ANN-NCA 方法

IF 1.7

International Review on Public and Nonprofit Marketing Pub Date : 2023-12-20 DOI: 10.1007/s12208-023-00393-3

A. K. S. Suryavanshi, Viral Bhatt, Sujo Thomas, Ritesh Patel, Twinkle Trivedi

{"title":"Predicting CRM purchase intention by examining congruence, shopping orientation and mood moderation: Applying congruence theory with SEM-ANN-NCA method","authors":"A. K. S. Suryavanshi, Viral Bhatt, Sujo Thomas, Ritesh Patel, Twinkle Trivedi","doi":"10.1007/s12208-023-00393-3","DOIUrl":"https://doi.org/10.1007/s12208-023-00393-3","url":null,"abstract":"Recent studies highlight the significance of how congruence has gained much attention from distinct scholars evaluating the apparent match between brand, cause and consumer. In the public domain, we seldom found empirical investigation into cause-related marketing (CRM) purchase intention and congruence based on three crucial elements– brand, cause and consumer. This study, anchored on congruence theory, attempts to establish a model to examine and further predict CRM purchase intention by investigating congruence (cause-brand, brand-consumer and cause-consumer). Additionally, this study examined shopping orientation and the moderating role of mood in predicting CRM purchase intention. The primary data has been gathered from 800 respondents. The present academic research is robust and exceptional because it is anchored by the innovative tri-stage SEM-ANN-NCA approach, offering a novel methodological paradigm for predicting CRM purchase intention. The results revealed the normalized importance of the predictors of CRM purchase intention. They found that brand-consumer congruence is the strongest predictor, followed by cause-brand congruence, hedonic orientation, mood and cause-consumer congruence. In contrast, utilitarian orientation was found to be insignificant. The findings of this study provide valuable insights and significant grounds to CRM decision-makers and advertisers to enhance consumer responses towards CRM by focusing on the predictors and integrating these elements into the overall promotional strategies. This study provided the normalized importance of predictors influencing CRM purchase intentions, directing CRM marketers to engage and resonate with consumers effectively.","PeriodicalId":42632,"journal":{"name":"International Review on Public and Nonprofit Marketing","volume":"42 1","pages":""},"PeriodicalIF":1.7,"publicationDate":"2023-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138818824","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Do occupations matter in motivations to volunteer? 职业对志愿服务动机有影响吗？

IF 1.7

International Review on Public and Nonprofit Marketing Pub Date : 2023-12-19 DOI: 10.1007/s12208-023-00394-2

Muge Ozman, Cédric Gossart, Nicolas Jullien

引用次数: 0

Factors affecting attitude and purchase intention towards cause-related marketing: a systematic literature review using TCCM approach 影响对事业相关营销的态度和购买意向的因素：采用 TCCM 方法的系统文献综述

IF 1.7

International Review on Public and Nonprofit Marketing Pub Date : 2023-12-08 DOI: 10.1007/s12208-023-00392-4

Prasant Kumar Pandey, Naval Bajpai, Abhijeet V. Tiwari

{"title":"Factors affecting attitude and purchase intention towards cause-related marketing: a systematic literature review using TCCM approach","authors":"Prasant Kumar Pandey, Naval Bajpai, Abhijeet V. Tiwari","doi":"10.1007/s12208-023-00392-4","DOIUrl":"https://doi.org/10.1007/s12208-023-00392-4","url":null,"abstract":"Cause-related marketing (CaRM) has gained popularity as a method of boosting company value through profit-driven giving. Although the concept of CaRM has been widely researched, only a few authors have conducted systematic literature reviews on CaRM. Therefore, we examine the body of literature already in existence to find the factors that have been proven to influence people’s decisions to involve in cause-related marketing campaigns. Using a Theory-Context-Characteristics-Methodology (TCCM) review framework, this research gives an in-depth understanding of the prevalent theories, contexts (i.e., industries and countries), characteristics (i.e., consumer-related factors, campaign-related factors, firm/brand-related factors, product-related factors, moderating variables, and mediating variables), and methods (i.e., research approaches and data analysis techniques) applied in CaRM research between the year 2010 and 2022. This study identifies factors impacting consumers’ attitudes and purchase intention towards CaRM and offers strategic insights to marketers to develop more effective CaRM campaigns. The results of this study will be significant not only for managers but also for scholars and policymakers who seek to deepen their understanding of CaRM.","PeriodicalId":42632,"journal":{"name":"International Review on Public and Nonprofit Marketing","volume":"7 1","pages":""},"PeriodicalIF":1.7,"publicationDate":"2023-12-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138562990","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Online fundraising for NPOs via email marketing – A critical success factors analysis in Germany, Austria, and Switzerland 通过电子邮件营销为非营利组织在线筹款--德国、奥地利和瑞士的关键成功因素分析

IF 1.7

International Review on Public and Nonprofit Marketing Pub Date : 2023-12-08 DOI: 10.1007/s12208-023-00391-5

Sonja Harken, Vanessa Mertins, Michael Urselmann

{"title":"Online fundraising for NPOs via email marketing – A critical success factors analysis in Germany, Austria, and Switzerland","authors":"Sonja Harken, Vanessa Mertins, Michael Urselmann","doi":"10.1007/s12208-023-00391-5","DOIUrl":"https://doi.org/10.1007/s12208-023-00391-5","url":null,"abstract":"This study aims to empirically determine success factors in the email marketing as a sub-discipline of online fundraising of nonprofit organizations (NPOs). Hereby, it responds to the gap of knowledge as existing research has not in detail touched nonprofit email marketing. To explore success factors in NPOs’ email marketing, a detailed structural equation model, in which email marketing success acts as the final endogenous variable and the nine potential success factors function as formative latent exogenous variables, was developed. A quantitative survey was conducted with employees of NPOs from German-speaking countries. For data analysis, which was carried out with the software SmartPLS, 153 responses were utilized. Using aggregate and disaggregate analyses on the developed model, various critical success factors in NPOs’ email marketing could be empirically identified. Furthermore, an importance-performance map analysis allowed the identification of the most crucial measures for increasing success, as a low performance of the NPOs faces a high total effect on email marketing success. From the results of the importance-performance map analysis, it was possible to derive specific practice-relevant action recommendations regarding measures in which NPOs should prioritize an increase in performance. Therefore, in addition to its theoretical relevance, the study also has a strong practical value.","PeriodicalId":42632,"journal":{"name":"International Review on Public and Nonprofit Marketing","volume":"20 1","pages":""},"PeriodicalIF":1.7,"publicationDate":"2023-12-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138563414","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Marketing sustainable tourism and its policies through community engagement- An Indian context 通过社区参与营销可持续旅游及其政策——以印度为例

International Review on Public and Nonprofit Marketing Pub Date : 2023-11-14 DOI: 10.1007/s12208-023-00389-z

Arbuda Sharma, Charru Hasti

引用次数: 0

Advocating for mother nature: the roles of anthropomorphism, nature-evoked emotions and trust 倡导自然母亲:拟人化、自然唤起的情感和信任的作用

International Review on Public and Nonprofit Marketing Pub Date : 2023-11-06 DOI: 10.1007/s12208-023-00390-6

Jhanghiz Syahrivar, Siska Purnama Manurung, Genoveva Genoveva, Sonny Sonny, Dani Lukman Hakim, Yuling Wei

引用次数: 0