Exploring perceptions of advertising ethics: an informant-derived approach

Whilst considerable research exists on determining consumer responses to pre-determined statements within numerous ad ethics contexts, our understanding of consumer thoughts regarding ad ethics in general remains lacking. The purpose of our study therefore is to provide a first illustration of an emic and informant-based derivation of perceived ad ethics. The authors use multi-dimensional scaling as an approach enabling the emic, or locally derived deconstruction of perceived ad ethics. Given recent calls to develop our understanding of ad ethics in different cultural contexts, and in particular within the Middle East and North Africa (MENA) region, we use Lebanon—the most ethically charged advertising environment within MENA—as an illustrative context for our study. Results confirm the multi-faceted and pluralistic nature of ad ethics as comprising a number of dimensional themes already salient in the existing literature but in addition, we also find evidence for a bipolar relationship between individual themes. The specific pattern of inductively derived relationships is culturally bound. Implications of the findings are discussed, followed by limitations of the study and recommendations for further research

Determining the antecedents and consequences of donor perceived relationship quality

This study seeks to explore the concept of rela.tionship quality from. the direct debit charity donor's perspective. The study is divided into three phases: a review of the key dimensions surrounding the relationship quality construct using a systematic literature and metaphorical explication, a qualitative phase to determine the key antecedents and c. onsequences of relationship ~ . quality evaluation and finally an empirical phase validating the hypothesised r!lationships resulting from the second phase. Furthermore, a particular focus is given on assessing alternative structural formats of relationship quality evaluation and mapping the decision making process embedded within any evaluation process. The systematic literature review revealed that unlike the exploration of relationship quality within the interpersonal literature, much of the conceptual and empirical enquiry surrounding relationship quality was finnly rooted in the COffilnercial context. This phase also confirmed that the structure of evaluation had been inadequately addressed. Metaphorical explication of the refationship quality construct revealed tbat quality could be defined in terms of the nature and degree ofthe relationships, Le. the same language used to define relationships \vas also applicable in conceptualising quality. This thus required a rnethooology firmly rooted in interpersonal theory which could capture all of the variables that a respondent may use to describe a rdationship and hence the dimensional qualitative research or the DQR approach was selected for this purpose. 34 in-depth interviews revealed that relationship quality evaluation involved inter-relationships between antecedents and outcomes within a multi-dimensional framework. The antecedents were recognised as relationship benefits, service quality an-d trus..t which were classified as cognitive in nature; commitment and satisfaction which were classified as affective in nature. Outcomes were ;.<.:';: identified as loyalty and word of mouth communications which were classified as behavioural in ''.. ,{,?:,,.:;...;!. nature. A generic giving conceptual framework and respective hypotheses were developed linking ~:Y\.·_, cognitive antecedent and affective antecedent dimensions with each other and with behavioural .~ ?E~c:;:':.~.::'.. outcomes (Psychology & Marketing, 2007). This model was validated using empirical analysis. ~J:;wtr ... 'viaa survey methodology involving 236 direct debit donors and structural equation modelling. Direct debit donors were selected on the basis of their relational giving patterns and structural equation modelling was selected given its ability to assess various structural formale; of relationship quality, not possible with simple multiple regression analysis. The results indicated that a modified model was more appropriate for direct debit relational givers, with benefits and word of mouth communications omitted from empirical analysis. However, the remaining pathways hypothesised .were found to be statistically significant, and the O\;e~al1 structure of the multi-dimensional model held against rival model evaluation assessment. Alternative unitary frameworks based on reflective or fonnative stnlctures were found to hold less statistical significance. The results indicate that developing 'quality of relationships' is simply a matter of improving those dimensions that matter ~ost in developing dyadic interpersonal relationships in general; commitment. trust satisfaction as well as service quality which has for the tlrst time been posited as a dimension of relationship quality evaluation. Furthennore. it is important for fundraising managers' to understand the cognitive-affective-behavioural pathway along which relationship quality develops and not to thus focus on one aspect, nor on one dimension but appreciate the inter-relations or inter-dependence between different levels of analysis and different underlying indicators ofrelatiol1ship quality.EThOS - Electronic Theses Online ServiceGBUnited Kingdo

Stakeholder theory and practice in Europe and North America: The key to success lies in a marketing approach

Corporate reputation in Europe and North America is increasingly seen as a function of how firms treat their stakeholders. In the United States, stakeholder theory has been touted as a paradigm of good management; yet despite enlightened stakeholder practice at home, US firms continue to run into problems in Europe. Wal-Mart, Microsoft, and GE have, in one way or another, all been caught off guard when doing business in Europe. This paper suggests that some of the stakeholder relations difficulties encountered by US corporations in Europe can be explained by fundamental cultural and philosophical differences between these regions that affect how stakeholders are viewed and how relations with those groups are managed. In this paper, we examine the historical and socio-political forces influencing stakeholder theory in the US and northern Europe and then use a business-to-business marketing approach to show how US firms might develop an approach to stakeholder relations that fits the northern European environment. © 2010 Elsevier Inc

Converting hotels website visitors into buyers: How online hotel web assurance seals services decrease consumers? concerns and increase online booking intentions

Purpose Despite the increasing utilization of webpages for the purposes of information seeking, customers’ concerns have become a crucial impediment for online shopping. The purpose of this paper is to examine the influence of the effectiveness of web assurance seals services (WASS) and customers’ concerns on customer’s willingness to book hotels through perceived website trust and perceived value. Design/methodology/approach A questionnaire was administrated to measure the study variables. Using partial least squares–structural equation modeling approach to analyze the data collected from 860 users of online hotel websites. Findings The results indicate that WASS influence positively on perceived website trust and negatively on consumers’ concerns. As well as, perceived value and trust play a mediating role in the link between WASS and consumers’ concerns and their intentions. Finally, perceived website trust and perceived value have greater effect on intention to book hotel for low-habit consumers. Research limitations/implications This study ignored the cross-culture issue as it concentrates on the customers from developing countries, so further research may need to compare between two or more than two samples from different societies that could give a significant insights. Second, this study stresses on the WASS to predict customers booking intentions that indicates significant results, so further research may need to examine the role of online reviews as a predictor of customers purchase decision as well. Originality/value To the authors’ best knowledge, this is the first empirical research that investigates and examines the influence of the effectiveness of WASS and consumers’ concerns on consumers’ intentions through perceived value and trust. This research also investigates the moderating role of habit in the link between perceived website, perceived value and consumers’ intentions

SARS-CoV-2 vaccination modelling for safe surgery to save lives: data from an international prospective cohort study

Background Preoperative SARS-CoV-2 vaccination could support safer elective surgery. Vaccine numbers are limited so this study aimed to inform their prioritization by modelling. Methods The primary outcome was the number needed to vaccinate (NNV) to prevent one COVID-19-related death in 1 year. NNVs were based on postoperative SARS-CoV-2 rates and mortality in an international cohort study (surgical patients), and community SARS-CoV-2 incidence and case fatality data (general population). NNV estimates were stratified by age (18-49, 50-69, 70 or more years) and type of surgery. Best- and worst-case scenarios were used to describe uncertainty. Results NNVs were more favourable in surgical patients than the general population. The most favourable NNVs were in patients aged 70 years or more needing cancer surgery (351; best case 196, worst case 816) or non-cancer surgery (733; best case 407, worst case 1664). Both exceeded the NNV in the general population (1840; best case 1196, worst case 3066). NNVs for surgical patients remained favourable at a range of SARS-CoV-2 incidence rates in sensitivity analysis modelling. Globally, prioritizing preoperative vaccination of patients needing elective surgery ahead of the general population could prevent an additional 58 687 (best case 115 007, worst case 20 177) COVID-19-related deaths in 1 year. Conclusion As global roll out of SARS-CoV-2 vaccination proceeds, patients needing elective surgery should be prioritized ahead of the general population.The aim of this study was to inform vaccination prioritization by modelling the impact of vaccination on elective inpatient surgery. The study found that patients aged at least 70 years needing elective surgery should be prioritized alongside other high-risk groups during early vaccination programmes. Once vaccines are rolled out to younger populations, prioritizing surgical patients is advantageous