Browsing by Subject "Social responsibility"

Now showing 1 - 2 of 2
  • Thumbnail Image
    Item
    Consumer response to cause-related business strategies: sponsorship, transaction-based, event, and experiential
    (2013-08) Lee, Ji Young
    The purposes of this study were first, to investigate the impact of four different types of cause-related business strategies (CRBS) on consumer responses to an apparel brand. The four strategies investigated were classified based on Pine and Gilmore's (1998) four realms of experience. They were labeled sponsored-linked marketing, transaction-based cause-related marketing, cause-related event marketing, and cause-related experiential marketing. The consumer responses investigated were drawn from Curra´s-Pe´rez, Bigne´-Alcaniz, and Alvarado-Herrera's (2009) conceptual model of consumer identification with a socially responsible company that identified brand image, distinctiveness, brand attractiveness, customer-brand identification, attitude toward the brand, and customer loyalty as important antecedents to brand loyalty. The second purpose was to examine the relative effectiveness of CRBS as opposed to a commonly employed strategy (i.e., celebrity marketing) to establish whether the effects of CRBS on consumers were significantly different. Data was collected from consumer panels (n = 344) and undergraduates (n = 415). This process resulted in responses from 759 individuals that were used for primary data analysis. For each type of CRBS, there were significant positive relationships between corporate social responsibility image, brand distinctiveness, credibility, and attractiveness, customer-brand (C-B) identification, attitude toward the brand, and customer loyalty. The relationships of the variables were significantly different between each type of CRBS. Specifically, the effect of CSR image on brand distinctiveness, the effect of brand distinctiveness on brand attractiveness, the impact of brand attractiveness on C-B identification and the impact of C-B identification on attitude toward the brand were strongest in the cause-related event marketing condition followed by transaction-based cause-related marketing, cause-related experiential marketing, and sponsorship-linked marketing conditions. Third, the relationships of the dependent variables were significantly different between all types of CRBS and celebrity marketing suggesting participant's response to CRBS and celebrity marketing was different. Specifically, the effect of corporate social responsibility image on brand distinctiveness, credibility, attractiveness, C-B identification, attitude toward the brand, and customer loyalty was stronger for each type of CRBS condition than for the celebrity marketing condition. Theoretical and managerial implications and suggestions for future research based on the findings were provided.
  • Thumbnail Image
    Item
    Exploring Precious Metal Mining in Peru through Film
    (2017) Sachs, Madison
    Precious metal mining in Peru has been an extremely controversial issue for over one-hundred years, largely due to the variable distribution of wealth produced and the environmental implications. Although mining and the problems associated with it have been in Peru for decades, in recent years Peru has become increasingly attractive for the growing number of international businesses, including mining companies, due to its natural wealth and unsaturated markets. This demands that fair and sustainable business practices are firmly established in order to insure the wellbeing not only of Peru as a nation but also to its rural community members who are oftentimes most negatively affected by mining. These community members have faced relocation, unfulfilled promises, and serious health effects despite being represented by their government and even talking directly to the mining companies. This is forcing rural people in mining areas to search for different outlets to have their voices heard. Film has progressively become a popular vehicle to do this, and critical analyses of these films help reveal the root issues related to mining. The films analyzed in this paper are all produced in Spanish, filmed in Peru, and include locals. En el corazón de Conga (In the Heart of Conga), the documentary focused on most, was produced in 2012, and it includes in-depth interviews with the local people of Cajamarca who are affected by the Conga mine. Molinopampa is a short film that illustrates how damaging mining-related water contamination would be for one local community. Finally, La hija de la laguna (The Daughter or the Lake) reveals the intense effort an Andean community puts forth to stop the local mine. By directly exploring mining issues through film, the medium local Peruvians are utilizing, an authentic perspective is revealed, and the people’s messages are echoed to new audiences.