The Influence of Corporate Messages on the Product Portfolio

Biehal, Gabriel; Sheinin, Daniel A.

doi:10.1509/jmkg.71.2.12

Cited by 88 publications

(38 citation statements)

References 31 publications

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“…Little is known about the effects of corporate advertising; however, there is some indication that it can favourably influence consumers' evaluations of a company's products. 38,39 A limitation of the present study is its focus on television advertising and, thus, its underestimation of the full extent of food advertising. The same campaigns, repeated through multiple channels, such as billboards, Internet advertising, social media, magazines and radio, are likely to have far more impact than these televised advertisements alone.…”

Section: Discussionmentioning

confidence: 89%

The advertised diet: an examination of the extent and nature of food advertising on Australian television

Roberts

Pettigrew

Chapman

et al. 2013

Health Prom J of Aust

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Issues addressed: The aim of the present study was to describe food advertising and expenditure on Australian television, and to conduct an audit to assess what proportion of food and beverage television advertisements was consistent with dietary recommendations. Methods: Data were acquired from a national media monitoring company for advertisements broadcast in five major Australian cities from 1 September 2010 to 31 October 2010. Content analysis was undertaken on these advertisements and the advertised foods were assessed against the Australian Guide to Healthy Eating. The data also included advertising expenditures. Results: Most advertised foods were non-core foods (63%), with few advertisements for fruits and vegetables (6%). Advertisements for non-core foods were significantly more frequent during prime time viewing periods (71% vs 60%; P < 0.01). High levels of advertising for fast food (28%) and non-core beverages (24%) were recorded. Conclusions: The present study found that the foods advertised during the data-collection period were inconsistent with the recommended diet. There are clear areas for policy concern given that the majority of recorded advertisements were for foods classified as 'occasional foods', there were low levels of advertising for fruit and vegetables, and there were no social marketing messages to support healthy eating. So what?The findings of the study suggest that there is an urgent need for more comprehensive regulation of food advertising in Australia.

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Section: Discussionmentioning

confidence: 89%

The advertised diet: an examination of the extent and nature of food advertising on Australian television

Roberts

Pettigrew

Chapman

et al. 2013

Health Prom J of Aust

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“…However, positive associations do boost company and product evaluations [11]. The influence of CSR on consumers' purchase intentions is more complex than previously thought, in that CSR can affect purchase intentions directly or indirectly.…”

Section: A Corporate Social Responsibilitymentioning

confidence: 95%

The Effects of CSR on Customer Satisfaction and Loyalty in China: The Moderating Role of Corporate Image

Kihan¹,

Yu²,

Choi³

et al. 2015

JOEBM

175

141

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Abstract-In the face of growing worldwide interest in corporate social responsibility (CSR), this paper explores how CSR factors influence customer satisfaction and loyalty and whether the moderating effects of corporate image in the relationships between CSR and customer satisfaction and customer loyalty are or not. There may be the difference of perceptions of CSR between consumers of developing and developed countries. This study used structural equation modeling (SEM) to test the hypotheses. The findings show that CSR positively affects customer satisfaction and loyalty, and customer satisfaction positively affects customer loyalty. The importance order of CSR factors is as follows: consumer protection, philanthropic responsibility, legal responsibility, ethical responsibility, economic responsibility, and environmental contribution. The moderating effect of corporate image in the relationship between CSR and customer satisfaction is identified. Thus, managers should put CSR factors into action in the perspective of consumers, which will encourage customers to perceive the firms more favorably. The conclusion draws implications for marketing practice and future research.Index Terms-Corporate image, customer loyalty, customer satisfaction, CSR.

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“…More specifically, we extend previous research on sustainable products and their impact on consumer-brand perceptions. Previous work focuses primarily on corporate CA or CSR messages (Biehal & Sheinin, 2007), on the role of organic labels in consumer behavior (Bauer et al, 2013) or, more recently, on how the attributes of green products positively influence purchase intentions (Schuitema & De Groot, 2015). We thus posit that brands wanting to increase their brand equity based on positive CSR associations may prefer to introduce organic products instead of just communicating CSR.…”

Section: International Journal Of Marketing Studiesmentioning

confidence: 99%

Putting Words into Action: Marketing Organic Products with Existing Brand Associations

Vos¹,

Bartels²

2018

IJMS

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As consumer interest in organic products continues to grow, brands are increasingly adding organic variants to their product lines. However, consumer evaluations of these actions are not straightforward and differ for brands with various associations or within different product contexts. Previous research has shown that products with credence attributes, such as organic products, are often judged by brand name and consumers' existing brand associations. The current study adds to previous work on brand equity and brand associations by explicitly considering the context and characteristics of these branded organic products. First, a pretest determined the existing brands' corporate social responsibility (CSR) and corporate ability (CA) associations. Next, an online experiment tested consumers' perceptions of brand equity, consumers' trust in the brands and consumers' purchase intentions, which were analyzed using a fully parallel, multiple-mediator process model with the experimental conditions as independent variables. The results show that brand equity increases most when a brand associated with both CA and CSR introduces an organic product. In addition, consumers trust this brand more compared to brands that are less strongly associated with CSR. Moreover, the intention to purchase organic products increases as brand equity increases, but the intention to purchase organic products does not increase as trust increases. Based on these results, we conclude that brands aiming to increase their value to positively affect consumers' purchase intentions of their organic products benefit most when they are highly associated with both CSR and CA.

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The Influence of Corporate Messages on the Product Portfolio

Cited by 88 publications

References 31 publications

The advertised diet: an examination of the extent and nature of food advertising on Australian television

The advertised diet: an examination of the extent and nature of food advertising on Australian television

The Effects of CSR on Customer Satisfaction and Loyalty in China: The Moderating Role of Corporate Image

Putting Words into Action: Marketing Organic Products with Existing Brand Associations

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