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Financing social marketing programs through sponsorship: implications for evaluation
Madill, Judith; O'Reilly, Norm; Nadeau, John - In: Journal of Social Marketing 4 (2014) 1, pp. 22-37
Purpose – The purpose of this paper is to report on research designed to assess the impact of sponsorship financing of … sponsorship of the CMHA-CR social marketing program was complex with a total of 15 stakeholders involved as sponsors, partners and … sponsorship, not all objectives are shared between sponsors and sponsees, and not all objectives are shared between the public and …
Persistent link: https://www.econbiz.de/10014907246
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Increasing brand recall for naming rights sponsorships
Donovan, Robert J.; Anwar-McHenry, Julia; Hernandez … - In: Journal of Social Marketing 6 (2016) 4, pp. 377-389
Purpose Maximising return on naming rights sponsorships is important for social marketing campaigns with limited funds. Naming rights allow the sponsor’s brand to be aligned with the event name in text and visual promotional materials. For visual displays, either the brand logo or the brand...
Persistent link: https://www.econbiz.de/10014907257
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Roles of sport and cause involvement in determining employees’ beliefs about cause-related sport sponsorship
Inoue, Yuhei; Havard, Cody T; Irwin, Richard L - In: International Journal of Sports Marketing and Sponsorship 17 (2016) 1, pp. 3-18
cause in determining their beliefs about cause-related sport sponsorship. Design/methodology/approach – Respondents … completed a survey that included the measures of sport involvement, cause involvement, and sponsorship beliefs adapted from … – Despite the prevailing logic that companies can enhance the perception of goodwill by sponsoring sport that is important to …
Persistent link: https://www.econbiz.de/10014811166
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Role of religious beliefs in blood donation behavior among the youngster in Iran
Charsetad, Parvaneh - In: Journal of Islamic Marketing 7 (2016) 3, pp. 250-263
Purpose The main purpose of this research is investigating the role of religion in sculpting blood donation behavior in younger adults by using the theory of planned behavior (TPB). Design/methodology/approach A structured questionnaire was developed to collect data, and in total, 242...
Persistent link: https://www.econbiz.de/10014878653
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Reality television ( Supernanny ): a social marketing “place” strategy
Ganeshasundaram, Raguragavan; Henley, Nadine - In: Journal of Consumer Marketing 26 (2009) 5, pp. 311-319
Purpose – The purpose of this article is to investigate the effectiveness of the Supernanny reality television programs in teaching parenting techniques and changing parenting behaviors. Design/methodology/approach – A telephone survey was conducted with a random sample of 400 respondents...
Persistent link: https://www.econbiz.de/10014848742
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How rural-urban identification influences consumption patterns? Evidence from Chinese migrant workers
Chu, Rongwei; Liu, Matthew; Shi, Guicheng James - In: Asia Pacific Journal of Marketing and Logistics 27 (2015) 1, pp. 40-60
Purpose – The purpose of this paper is to examine spending pattern of Chinese migrant workers from rural regions to urban cities from a social identity perspective, which stems from Chinese Hukou system (household registry system). This study proposes a theoretical model for consumer utility...
Persistent link: https://www.econbiz.de/10014675543
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An empirical assessment of the relationship between character/ethics education and consumer behavior at the tweens segment: the case of Egypt
El‐Bassiouny, Noha; Taher, Ahmed; Abou‐Aish, Ehab - In: Young Consumers 12 (2011) 2, pp. 159-170
Purpose – The current study seeks to focus on highlighting the extent of changes in consumer behavior by character/ethics education. The research is designed as a pioneer empirical study, sampling Egypt as an example of a growing consumer market as well as an illustration of the relevance of...
Persistent link: https://www.econbiz.de/10015044277
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Social business: an opportunity to transform work and create value
Korsten, Peter J.; Lesser, Eric; Cortada, James W. - In: Strategy & Leadership 41 (2013) 3, pp. 20-28
Purpose – This is a report on an IBM Institute for Business Value study, based on responses from more than 1,100 individuals and interviews with more than two dozen executives from leading organizations, that aims to suggest ways organizations can use social approaches to create meaningful...
Persistent link: https://www.econbiz.de/10015016809
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Peer influence on adolescent snacking
Kümpel Nørgaard, Maria; Nørgaard Hansen, Kathrine; … - In: Journal of Social Marketing 3 (2013) 2, pp. 176-194
Purpose – The purpose of this paper is to explore peer influence and the social and symbolic meaning that adolescents (10 to 16 years) attach to snacks; to investigate the relative influence of peer influence compared to personal factors in explaining perceived importance of snack attributes;...
Persistent link: https://www.econbiz.de/10014907196
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Using qualitative methodologies to understand behaviour change
Logie‐MacIver, Liz; Piacentini, Maria; Eadie, Douglas - In: Qualitative Market Research: An International Journal 15 (2012) 1, pp. 70-86
Purpose – The purpose of this paper is to explore the use of qualitative approaches to add depth and insight to understanding concerning the issues involved when consumers try to make changes in their behaviour. The context of this study is people trying to make and sustain changes to their...
Persistent link: https://www.econbiz.de/10014987286