The impact of corporate social responsibility on consumer brand engagement and purchase intention at fashion retailers

Consumers have demonstrated new ways of engaging with fashion retailers and experiencing their brand values. This research aims to understand better how fashion consumers form their purchase intentions, by exploring how their expectations about corporate social responsibility influence consumer brand engagement and purchase intention. The research comprises two studies, using different methodologies. The first study is quantitative; it involved 1296 individuals and the results were analyzed using structural equation modeling. The second study is qualitative and utilizes expert opinions from the fashion industry; it seeks to derive managerial and practical implications from the findings of the first study. The results show that corporate social responsibility influences the purchase intention of fashion consumers, but mainly through brand engagement. Consequently, fashion companies should focus on building consumer trust in the sustainability initiatives of brands, including by utilizing local suppliers.Cátedra Extraordinaria de Comercio Universidad de Alcalá - Ayuntamiento de Madri

La efectividad de las campañas de comunicación anti-tabaco en los jóvenes españoles: Un análisis exploratorio

Models such as the Motivation Theory for Protection try to determine the information and variables taken into account by individuals when considering a behavior change, as well as the most or least important of either. Those in charge of social marketing need to understand better the reasons which lead to adopt or not new behavior. An exploratory study was carried out on TV commercials in the anti-tobacco battle sponsored by the Spanish Ministry of Health and Consumption in 2006. Despite its limitations, it brings up unilateral arguments concentrating more on the threat that the present conduct represents than the advantages of recognition and subsequent change in conduct. At the same time, a greater effectiveness of self-conviction for the behavioral change, clearly superior to the effect of sanctions and external pressures exerted on the individual.Modelos como la Teoría de la Motivación para la Protección (TMP) tratan de determinar las informaciones y variables consideradas por los individuos al plantearse un cambio de conducta, así como la mayor o menor importancia de unas y otras. Los responsables de marketing social necesitan comprender mejor las razones que llevan a adoptar o no el nuevo comportamiento sugerido. Se ha realizado un estudio exploratorio sobre los spots de TV en la lucha antitabaco que auspició el Ministerio de Sanidad y Consumo español en 2006. Pese a sus limitaciones, se pone de manifiesto la presencia de argumentos unilaterales, más centrados en la amenaza que supone la conducta actual que en las ventajas del afrontamiento y subsecuente cambio de conducta. Asimismo se evidencia la mayor efectividad del autoconvencimiento para el cambio conductual, claramente superior al efecto de sanciones o presiones externas sobre el individuo