PurposeThe aim of the article is to analyze the effect of cause-related marketing on the attitude–behaviour gap of green consumption in the cosmetics industry. Specifically, the authors examine the relationship between attitude towards the environment, attitude towards green consumption, subjective norms of green consumption, green consumption intention, green consumption behaviour and cause-related marketing.Design/methodology/approachA cross-sectional research design was used to test the results of a random sample of 241 respondents and quantitative research was conducted using the data collected through an online questionnaire.FindingsThe research expanded the current knowledge on the effect of cause-related marketing on consumers’ green purchase behaviour and the findings suggested that green cosmetics producers and sellers should clearly define their target audience before choosing the type of cause-related marketing, as it mainly influences those consumers who have a positive attitude towards green consumption.Research limitations/implicationsThe implications of the research are relevant for marketing specialists, managers and agencies who are looking to promote green cosmetics products.Practical implicationsBefore promoting green cosmetics products, it is important to understand who the target consumer is and whether they have a positive attitude towards the environment, green consumption and also if they are affected by acquaintances’ opinions.Originality/valueThe study contributes to the already existing academic literature by providing a greater understanding of the effect of cause-related marketing on the attitude–behaviour gap of green consumption.

Territorial marketing aims to build a long-term strategy to structure and communicate territorial offers and integrates several elements that are essential for successful implementation. The local community, from residents to firms, is a fundamental element in the success of this strategy. This paper analyzes the perceptions of different stakeholders regarding their involvement in the strategic process of marketing the municipality of Bragança (a historical municipality in the northeast of Portugal) as a tourist destination. This study employed a mixed methods methodology. In the first part (qualitative analysis), interviews were carried out with the different competent bodies in the promotion and communication of the destination and with the county’s tourist entities. In the second phase (quantitative analysis), questionnaire surveys were conducted in the local community to complement the first part of the methodology. The results show little involvement of tourism entities in the construction and communication of the destination, as well as some gaps in identification with the destination. These results reinforce and justify the importance of the local community in marketing territories (which is fundamental), as well as the construction of a set of recommendations aimed at solving some of the problems found through the adopted methodology.

Whereas the application of social media marketing has been trending in business, the theoretical research that analyses the phenomenon of social media marketing is to some extent lagging behind. In practice, social media marketing is often viewed as a customer relationship management (CRM) tool or technique and not as a capability. This paper builds on the theories of the resourced-based view (RBV) and dynamic capabilities to explore the concept of social media marketing capability. The aim of this paper is to redefine the phenomenon of social media marketing capability and to contribute to the existing literature. In addition, it urges firms to look into social media marketing not only as a tool or technique, but also as an organizational capability.

Although interest in internationalization of firms from the emerging economies is growing, research employing network theories has been limited. The article provides a systematic literature review on the internationalization of firms originating from the emerging economies, from a network perspective. The major finding is that, contrary to expectations, social networks do not play such an important role as in the case of developed market firms. To fill this gap and to advance a more nuanced view of the network effects, the paper generates hypothesis highlighting the positive impact of networks on the initiation of internationalization process, and negative impact of social networks on speed, foreign market diversity and internationalization performance.

Gastronomy is one of the main motivations that inspires and triggers the tourist journey. It is frequently interconnected with intangible dimensions attached with a specific place. Olive oil tourism is a specific product inside gastronomic tourism with the potential to generate a diversity of experiences for the tourist. As olive oil tourism depends on a multiplicity of different actors, whose actions need to be integrated, its current situation is still far way from its potential in regions that are not able to implement this integration practice. That is exactly the case of Mirandela (a small municipality in the northeast of Portugal) examined in this chapter. Even with an actor (the Olive Tree and Olive Oil Museum) with a strong potential to act as an articulator of the offer, that integration is not even in the beginning yet, losing the destination the opportunity of generating valuable olive oil experiences to the tourists.