‘Taste Great or More Fulfilling’: The Effect of Brand Reputation on Consumer Social Responsibility Advertising for Fair Trade Coffee

Obermiller, Carl; Burke, Chauncey; Talbott, Erin; Green, Gareth P.

doi:10.1057/crr.2009.11

Cited by 55 publications

(58 citation statements)

References 6 publications

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“…Latterly, a movement back towards commercial communication (even if now in a niche market) has stabilized the sales decline. Therefore, we propose that social enterprises should prioritize customer value creation in their customer facing value proposition, making hybrid/social aspects more implicit (Obermiller et al 2009). The majority of customers purchase consumer goods for their functional or symbolic meaning, not their ethics (Davies and Gutsche 2016).…”

Section: Discussionmentioning

confidence: 99%

Balancing a Hybrid Business Model: The Search for Equilibrium at Cafédirect

2018

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This paper investigates the difficulties of creating economic, social, and environmental values when operating as a hybrid venture. Drawing on hybrid organizing and sustainable business model research, it explores the implications of alternative forms of business model experimented with by farmer owned, fairtrade social enterprise Cafédirect. Responding to changes and challenges in the market and societal environment, Cafédirect has tried multiple business model innovations to deliver on all three forms of value capture, with differing levels of success. This longitudinal case study, therefore, provides a contribution to our understanding of how business models enact hybrid mission, providing a platform for triple-bottom-line value capture. In doing so, we are able to expand on the normative understandings of integrating hybrid objectives, and the complications of multiple types of value capture.

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Section: Discussionmentioning

confidence: 99%

Balancing a Hybrid Business Model: The Search for Equilibrium at Cafédirect

2018

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“…Obermiller et al (2009), for example, find that consumers perceive fair trade coffee (a potent source of other-oriented value) as having less enjoyable taste (a selforiented value) than regular coffee. Energy efficient automobiles are also perceived as less powerful despite advances in hybrid and electric motor technology that allow consumers to retain power while gaining efficiency.…”

Section: Tests Across Csr Categoriesmentioning

confidence: 99%

How can corporate social responsibility activities create value for stakeholders? A systematic review

Peloza

Shang

2010

J. of the Acad. Mark. Sci.

841

628

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Corporate social responsibility (CSR) activities have the potential to create stronger relationships between firms and stakeholders. Although marketing researchers have studied the impacts of CSR activities on stakeholder responses, the CSR activities and outcomes measured have been varied and inconsistent. In this article we (a) review the extant literature to outline which CSR activities and outcomes have been included in previous research; (b) synthesize the means by which CSR activities can add value for consumers and how these have been represented in CSR literature, and; (c) present a research agenda for future research to allow greater consistency among CSR researchers.

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“…The advantage of product labelling over Alternative Trade branding strategies can be seen in the experience of the WFTO, which in response to declining European sales has finally developed a label for use on product packaging (see above). Furthermore, research on Fair Trade marketing shows the importance of balancing both quality and social/environmental themes in crafting marketing communications (Bezencon and Blili, 2010;Golding, 2009), as Northern consumers often assume that Fair Trade products are not of the same physical quality as corporate speciality alternatives (Obermiller et al, 2009).…”

Section: 2mentioning

confidence: 99%