FRINK Linked Data Fragments server

Matches in SemOpenAlex for { <https://semopenalex.org/work/W10140830> ?p ?o ?g. }

• W10140830 abstract "nnnnn Corporate social responsibility (CSR) has become a prolific marketing and advertising tool over the past decade with many organisations engaging in activities such as green marketing, cause sponsorship and corporate philanthropy. According to Cone, Feldman and DaSilva's (2003) corporate citizenship study, 86 percent of survey respondents demonstrated that, all else being equal, they would be willing to switch brands based on a company's support for social causes. However, little is known about the process through which CSR engagement facilitates attitudinal and behavioural loyalty. Furthermore, existing CSR research has placed exclusive focus on the for-profit organisation, paying limited attention to the positive and/or negative impact ofCSR engagement on the not-for-profit organisation (NPO) and even the causes such ventures hope to support. By investigating a real world brand alliance between an NPO and a commercial retailer, this thesis provides insight into these Issues.nnnnn A new and controversial socially responsible brand alliance between the Royal Society for the Prevention of Cruelty to Animals (RSPCA) Queensland and Petbarn provided the context for this research. In October 2008, the RSPCA Queensland commenced a brand alliance with the commercial retailer Petbarn. The partnership facilitates the sale of RSPCA kittens through external adoption centres in Petbarn stores. This partnership has received both criticism and commendation, with some consumers maintaining that the RSPCA Queensland is 'selling out', and that the alliance will result in increased impulse purchasing. Others have applauded the RSPCA Queensland for their innovative thinking, and strongly believe that such a partnership will increase the number of kittens being re-homed. This thesis is therefore grounded in a current, real-world issue as the research was conducted with the cooperation and support of the RSPCA Queensland and the pet store industry trade association, Petcare Information and Advisory Services (PIAS), who are seeking to better understand the implications of this new brand alliance, and whether it should be expanded to the rest of Australia.nnnnn In order to investigate the implications of this unique, socially responsible brand alliance a quasi-experimental research design was implemented. Specifically, an online questionnaire was developed to measure key variables, and half the respondents received information about the brand alliance (the treatment group) to facilitate awareness and measure reaction, whereas the remaining half (the control group) did not receive information about the brand alliance and so provided baseline measures. The sample size for this empirical study was 450 respondents. This sample was collected by a commercial market research firm, Deloosh Pty Ltd, and was representative of the Australian population in terms of gender distribution and average income and age. In order to empirically investigate the conceptual model, exploratory factor analysis was used to reduce the data. Subsequently, multiple regression analysis was used to test the hypothesised moderating and mediating relationships. In order to investigate the complex relationships proposed in the conceptual model, the Baron and Kenny (1986) tests for mediation and moderation were used. Post-hoc Sobel tests and interaction graphs were implemented to provide further insight into the results. nnnnn Through theorising and empirically testing the proposed conceptual model, this thesis makes several important contributions to existing literature. Firstly, the proposed conceptual model is the first to show the central role of brand equity in relationship marketing and subsequently the process through which socially responsible brand alliances facilitate consumer attitudinal and behavioural loyalty. Secondly, this thesis shows that socially responsible brand alliances do not only benefit the commercial retailer, but can provide the not-for-profit organisation with the competitive advantage it needs in an increasingly cluttered NPO environment.nnnnn Thirdly, the model is the first to integrate the concept of, and provide a clear understanding of, the role of consumer moral obligation in determining consumer responses to CSR engagement. Specifically, the results show that moral obligation has a direct and positive impact on customer-based brand equity for the NPO and commercial retailer, as opposed to the moderating effect proposed in extant research. Finally, this empirical study gives insight into the contentious side of CSR engagement. The findings show that brand alliances that are not perceived to be complementary in terms of resource factors can have a negative impact on customer-based brand equity for the NPO and commercial retailer. Furthermore, such brand alliances can be counterproductive in terms of assisting the NPO in achieving its public service goals. Specifically, socially responsible brand alliances that are not complementary can result in consumers having negative attitudes towards the cause. nnnnn For managers, it is important to understand the effect CSR engagement will have on customer-based brand equity. Furthermore, the research is of interest to the not-for-profit sector as it shows how partnerships with commercial companies can lead to greater brand equity for the NPO, can improve consumer attitudinal and behavioural loyalty and can lead to greater deliverance on the NPO's public service goals. nnnnn For academics, this study draws an important link between CSR, relationship marketing and brand equity research. It shows the process through which CSR enhances relationship marketing success. Specifically, the conceptual model presented in this thesis is the most comprehensive model of CSR engagement to date. It is the first to integrate customer-based brand equity and moral obligation into a model of CSR and the first to study the benefits of CSR engagement for both the not-for-profit and for-profit sectors. Furthermore, this empirical study investigates an NPO-commercial organisation brand alliance, as opposed to cause sponsorship, which has been the principal focus of extant research in CSR engagement. nnnnn Due to the increasing interest of consumers to 'do good' it is important for managers to understand the place of CSR in their marketing strategies. For academics, the study provides a link between research and practice, thereby indicating how studies based in the substantive domain, and in cooperation with industry leaders, can add value to the quest for general understanding." @default.
• W10140830 created "2016-06-24" @default.
• W10140830 creator A5056090184 @default.
• W10140830 date "2009-01-01" @default.
• W10140830 modified "2023-09-27" @default.
• W10140830 title "Paradoxial partners : how strategic, socially responsible brand alliances can be leveraged in relationship marketing" @default.
• W10140830 hasPublicationYear "2009" @default.
• W10140830 type Work @default.
• W10140830 sameAs 10140830 @default.
• W10140830 citedByCount "0" @default.
• W10140830 crossrefType "journal-article" @default.
• W10140830 hasAuthorship W10140830A5056090184 @default.
• W10140830 hasConcept C10138342 @default.
• W10140830 hasConcept C141261163 @default.
• W10140830 hasConcept C144133560 @default.
• W10140830 hasConcept C147598955 @default.
• W10140830 hasConcept C151730666 @default.
• W10140830 hasConcept C162853370 @default.
• W10140830 hasConcept C17744445 @default.
• W10140830 hasConcept C199539241 @default.
• W10140830 hasConcept C2778431023 @default.
• W10140830 hasConcept C2778813691 @default.
• W10140830 hasConcept C2779343474 @default.
• W10140830 hasConcept C39549134 @default.
• W10140830 hasConcept C71750763 @default.
• W10140830 hasConcept C86803240 @default.
• W10140830 hasConceptScore W10140830C10138342 @default.
• W10140830 hasConceptScore W10140830C141261163 @default.
• W10140830 hasConceptScore W10140830C144133560 @default.
• W10140830 hasConceptScore W10140830C147598955 @default.
• W10140830 hasConceptScore W10140830C151730666 @default.
• W10140830 hasConceptScore W10140830C162853370 @default.
• W10140830 hasConceptScore W10140830C17744445 @default.
• W10140830 hasConceptScore W10140830C199539241 @default.
• W10140830 hasConceptScore W10140830C2778431023 @default.
• W10140830 hasConceptScore W10140830C2778813691 @default.
• W10140830 hasConceptScore W10140830C2779343474 @default.
• W10140830 hasConceptScore W10140830C39549134 @default.
• W10140830 hasConceptScore W10140830C71750763 @default.
• W10140830 hasConceptScore W10140830C86803240 @default.
• W10140830 hasLocation W101408301 @default.
• W10140830 hasOpenAccess W10140830 @default.
• W10140830 hasPrimaryLocation W101408301 @default.
• W10140830 hasRelatedWork W1479825507 @default.
• W10140830 hasRelatedWork W1770979062 @default.
• W10140830 hasRelatedWork W2015107593 @default.
• W10140830 hasRelatedWork W2106205048 @default.
• W10140830 hasRelatedWork W2160276473 @default.
• W10140830 hasRelatedWork W2304631894 @default.
• W10140830 hasRelatedWork W2472516827 @default.
• W10140830 hasRelatedWork W2513118976 @default.
• W10140830 hasRelatedWork W2735391694 @default.
• W10140830 hasRelatedWork W2746096606 @default.
• W10140830 hasRelatedWork W2784832286 @default.
• W10140830 hasRelatedWork W2901375438 @default.
• W10140830 hasRelatedWork W2903650689 @default.
• W10140830 hasRelatedWork W2906553083 @default.
• W10140830 hasRelatedWork W2944599135 @default.
• W10140830 hasRelatedWork W2956462782 @default.
• W10140830 hasRelatedWork W2989937306 @default.
• W10140830 hasRelatedWork W3167346662 @default.
• W10140830 hasRelatedWork W3190281331 @default.
• W10140830 hasRelatedWork W822341366 @default.
• W10140830 isParatext "false" @default.
• W10140830 isRetracted "false" @default.
• W10140830 magId "10140830" @default.
• W10140830 workType "article" @default.