The Effects of Emotional Versus Rational Message Framing on Brand Attachment and Brand Loyalty

The purpose of this research is to investigate the relationship among message framing in social media, brand attachment, and brand loyalty for higher education institutions. In particular, this study compares the effectiveness of rational versus emotional message framing in different message contexts, such as sports or academic-related stories. Furthermore, this study examines the congruent effect between message framing and contents in higher education. Specifically, this study predicts that the more message framing and contents are congruent, the greater brand attachment and brand loyalty consumers will have. To analyze the effects of message framing and type of contents, this study adopts experimental design method. The findings of this research indicate that previous involvement with a brand predicts high brand attachment and brand loyalty and needs to be present prior to the strengthening process of brand attachment and brand loyalty. Therefore, previous brand involvement can be measured and related to the effectiveness of strengthening brand attachment and brand loyalty

The effect of corporate social responsibility on customer loyalty in mobile telephone companies

Purpose: The present study aims at developing and empirically testing a research model that presents the influence of Corporate Social Responsibility on corporate image, customer satisfaction and customer loyalty, demonstrating the direct and indirect effects among these structures. Design/Methodology/Approach: The examination of the proposed research model was carried out using a structured questionnaire completed by 358 mobile users in the city of Kavala. The validity and the reliability of the questionnaire were examined, while for the data analysis the Structural Equation Modeling Technique was used with LISREL 8.80. Findings: The findings of this study indicate that Corporate Social Responsibility have not a significant direct effect on customer loyalty, while corporate image and customer satisfaction have a significant positive effect on customer loyalty. Moreover, the findings provide practical new insights in understanding how a mobile company’s CSR policy could be developed and implemented to help enhance customer loyalty through the mediating effects of customer satisfaction. Practical Implications: The companies would like to understand the implications of its CSR policy implementation, especially in enhancing its corporate image and customer satisfaction in terms of reputation and impression. Originality/Value: This study is a pioneer research in addressing the mediating role played by customer satisfaction for strengthening the relationship between CSR and customer loyalty in mobile phone companies.peer-reviewe

PR goals in the public sphere

The ability to improve a competitive position involves the need to promote and create entrepreneurship in public organisations as well as implement modern management concepts. The strategic orientation in the management of public organisations is related to the search for identity, the vision of development and the implementation of a particular management strategy. The key issue is the incorporation of public relations into an institution’s development strategy and its close connection with the existing promotional activities. All public organisations are constantly assessed by the general public, and their functioning is seriously hindered without an appropriate level of social trust. Trust is a prerequisite for their development, necessary for implementing new ideas or operation methods. In order to win trust it is crucial to achieve probity social participation in the activities of a public organisation. The reliability and a positive image of a public organisation are necessary for the performance of its public tasks. A favourable reputation supports the link, maintaining and strengthening it, with the social environment

Boards as an Accountability Mechanism

Boards are central to the system of nonprofit accountability, but their adequacy has been increasingly questioned by policymakers, media, researchers and others. There is good reason to be concerned about board performance, but to date but no preferable alternative mechanism has been proposed. Thus, understanding how boards function and identifying strategies for strengthening them remains key to enhancing nonprofit accountability. This paper examines board functioning in relation to both legal and broader conceptions of accountability, and empirical evidence from over 5,100 nonprofits in the Urban Institute National Survey of Nonprofit Governance. After discussing areas of board weakness, the paper considers various approaches to improving boards, including regulation, self-regulation, policy-oriented, and management-oriented strategies. The paper argues that as important as legal regulation and oversight may be, broader accountability and performance expectations must be addressed at the level of practice, within boards and organizations, and take nonprofit heterogeneity into account.LBJ School of Public Affair

The Influence of Corporate Social Responsibility Activity Toward Customer Loyalty Through Improvement of Quality of Life in Urban Area

The success of Corporate Social Responsibility (CSR) activities can create competitive advantage by influencing customer responses to firms’ offering. Customer’s awareness of CSR activity will influence their loyalty through their perception that activity can improve society’s quality of life where the CSR activities were implemented. The objective of this study is to evaluate the relationship between CSR awareness and loyalty that mediated by CSR Belief, Company Ability Belief, Quality of Life, and Company Reputation using Structural Equation Modelling (SEM). The result shows little differrences among five firms/brands as the object of the research, that are beverage, soap, car, lubricant, and cigarette. This result has an implication for the firm that CSR activities are not just cost center activities, but also can create reputation, and in the long run can create customer loyalty that contributes to firm’s financial benefit

Solving Colorado's Health Professionals Shortage: Initial Lessons Learned From the Health Professions Initiative Evaluation

Gives an overview of the trust's 2005-08 Health Professions Initiative to address expected shortages in all healthcare professions, its impact so far, and the strategies grantees are implementing to help strengthen the training infrastructure

An exploratory study looking at the relationship marketing techniques used in the music festival industry

There are current issues and trends in the music festival market, which may affect the success of an event, and market saturation is at the forefront of these issues. Previous literature, maintaining the need for a marketing approach to festivals, identifi es the need for maintaining strong stakeholder relationships in order to succeed in a business environment; attention has been focused to the theory of relationship marketing (RM) because of the recognition that this practice is complementary to the marketing of festivals. The very nature of the music festival as an annual, usually, 4-day event means that effective marketing is needed to keep connections with the consumer throughout the year. This article focuses on the RM techniques utilised within the music festival industry from the viewpoint of the festival organiser in an attempt to establish how festival organisations value and monitor organisational relationships. This article explores the extent to which these relationships are valued and managed; furthermore, the variations between these intricate relationships are considered by focusing on those held with the organisation ’ s consumers and sponsors, the results of which have provided the ability to establish the importance and relevance of RM to the industry and further identify the marketing communication methods employed to establish and maintain such relationships. In-depth, convergent interviews have been conducted with a segment of music festival organisers from a range of events. The results have been integrated with the study of current literature to best exemplify these issues. It has been established that RM has a strong role in today ’ s commercial and independent music festival industry; technological advances are enabling the organiser to support online relationships further and increase consumer loyalty. There is a need to expand the research further because of the complexity of organisational relationships and the varying categories of festivals