Measuring Levels of Skepticism Towards Corporate Social Responsibility (CSR) Activities

This study aims to examine how skepticism, as a personality trait, towards CSR initiatives of companies affects students’ decisions to reward (support by purchasing) or punish (by boycotting) companies for their behaviour. The literature review suggests that very few studies considered skepticism as a possible determinant of consumer attitudes towards CSR. A mixed method approach was taken to ensure triangulation, including the use of both qualitative and quantitative research methods. Interviews were conducted to understand students’ perceptions of CSR in general, and quantitative data was gathered to quantify the findings. A scale developed by Hurtt (2010) was adopted to assess levels of students’ skepticism. Further measurements, based on Carroll’s pyramid of corporate social responsibility, were used to assess student evaluations of CSR. An additional measurement was deployed to determine whether the participants were more predisposed to reward or punish companies. The research findings suggest that skepticism is not a determinant in affecting opinions about companies CSR

Unfolding a Product’s Ethical Bundle

The aim of the current paper is to examine the relative importance and trade-offs of the attributes that compose an ethical product as perceived by consumers. Conjoint analysis results reveal that supporting a philanthropic cause, the lack of minors in the production process and recycled materials are the features of the ethical product that present increased utility. Marketers could use such results in order maximise average utility of the ethical product given the cost constraint of its attributes

Proposing a Crisis Portfolio for Telecommunications Companies

The aim of the current paper is to classify crises that threaten the telecommunications sector. The design of the crisis portfolio is based on managers’ assessments. Forty eight middle and senior managers working for the three major telecommunications companies in Greece were asked to rate the 16 crises on three major criteria: predictability, severity of consequences/ impact and probability to occur. Based on the results, a bubble chart was created. The present study engages three classification criteria, namely the predictability of a crisis, the impact/severity of consequences and the probability of a crisis occurring. Based on the above criteria, a new typology of totally four crises groups that has been adapted to the telecommunications industry is introduced and discussed. The concept of a crisis portfolio could strongly assist managers in preparing for and coping with crises because being prepared for one crisis in each cluster may provide valuable information for each of the other crises in the same cluster

Measuring sponsorship effects on consumer purchasing intentions

In this paper the role of sponsorship in achieving the managerial goals of a firm is studied. In addition, it is examined whether sponsorship can be attributed to the Public Relation Theory and Practice. A survey is conducted and a questionnaire was distributed to consumers living in Athens in order to examine whether firms, which use sponsorship as a strategic tool aiming to form relationships with the consumers, actually achieve their goal. The questionnaires which were distributed to the consumers were statistically processed using SPSS. Various aspects which may affect a firm’s managerial decision in undertaking sponsorships are analyzed. The obtained results are also used to investigate whether there is a connection between the organizational goals (related to sponsorship) and consumers’ behavioral/purchasing intentions

Productivity, Product Differentiation and Profitability: A Comparison between the Chemical and the Textile Industries in Greece

The purpose of this study is to investigate the relationship between the profitability of the firm and its Research and Development expenditures. We separate Research and Development expenditures in two main categories, Research and Development that focuses on the product differentiation and Research and Development, which concerns improvements in production process. The latter leads to a more efficient production, which can be measured by labour productivity. We estimate our model using cross section analysis and test the impact of the two aforementioned variables upon firm’s profitability. Our model was applied to Greek Chemical industry and to Greek Textile industry, for a data set of 124 enterprises of the chemical sector 139 enterprises in the textiles sector in the year 2001. Our findings support the positive influence of productivity on profitability is present in both manufacturing sectors, although not at an equal weight

Effectiveness of Bank Sponsorship: The case of Greece

Despite the increase of the amounts invested on sponsorship worldwide, the research undertaken in order to evaluate sponsorship effectiveness on consumer perception is insufficient. This study examines the answers given from a sample of 112 high educated young people who live in Greece and have been exposed to sponsorship activities undertaken by the six larger Banks of Greece. The analysis reached interesting conclusions concerning the way Greek consumers understand the concept of bank sponsorship

Football (soccer?) on campus. Examining the historical development and promotion of the world’s most popular sport through transatlantic university comparisons

Purpose: Football is the world's most popular sport and the role of football on campus is of interest to university public relations (PR) and management professionals tasked with operations, promotions and reputation management. The purpose of the study is to explore similarities and differences in the structure and promotion of football on campus in the USA and the UK. Design/methodology/approach: The authors completed this case study research by focusing on two related cases using cross-case pattern identification. Consistent with case study research, data collection methods were combined. Depth interviews with PR and management professionals at USA and UK universities were supported by archived documents, published media and social media accounts. Findings: Football maintains a high level of popularity among students on campus, but each country's approach reveals different models and competitive market forces. In the USA, varsity football faces competition from popular revenue-producing sports (e.g. American football and men's basketball), but growth in the overall game, which is assisted by international influences, indicates future advancement opportunities. In the UK, football is the dominant campus sport with unique ties to professional football and high growth potential for the women's game. The lack of a fan-based model indicates the possibility for structural change, but stiff competition exists with the historically popular and well-developed professional game. Research limitations/implications: A well-known limitation of case study research is the absence of generalizability, and each case has aspects that are unique to the research (Lucas et al., 2018). That applies in this instance as well. Variance is expected to exist between, and among universities and, based on this data, this is not possible to generalize to other universities. However, future survey research could use these results to help with the development of research questions using quantitative methods. Originality/value: Sports PR research using the case model with professional teams has been conducted, but the authors found no published PR research comparing the structure and promotion of football at USA and UK universities. The outcomes can help with future research inquiries and theory development and are instructive for professionals working in the field