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Mapping the Research Pattern of Cause-related Marketing: A Bibliometric Analysis of Publications during 2000-2020
Abstract
When it became clear that cause-related marketing (CaRM) is a primary driver of a company’s marketing strategy, CaRM as a research domain developed rapidly. Despite the fact that CaRM has received a lot of attention, only a few authors have done bibliometric analysis on it. As a result, an additional bibliometric analysis of CaRM is required to bring together the additional contributions, developments, and current research lines. Thus, this research aims to use bibliometric analysis to better understand the CaRM concept in marketing literature. In this study, 443 articles from Scopus, a widely used electronic database, are retrieved for the years 2000 to 2020. The authors used VOSviewer to perform citation analysis, co-citation analysis, keyword analysis, and bibliographic coupling. Our findings revealed that the field’s development is dominated by authors and institutes from the United States and Europe. The presence of Asian countries indicates that the topic of research is becoming increasingly important. The data support the claim that the majority of current ideas in the field are derived from publications published in prestigious journals. Bibliographic coupling resulted in the identification of five clusters: (1) mechanism of CaRM, (2) attributes of CaRM, (3) CaRM and consumer behavior, (4) role of different factors in the effectiveness of CaRM, (5) cause and brand in CaRM. The findings of this study will be relevant not only to scholars working in the CaRM field but also to practitioners and policymakers who want to improve their understanding of CaRM.
... The first approaches include analysing a post as a whole or its characteristics, including citation analysis, keyword analysis, documentation production and author identification. The second approach is to establish the relationship between literature objects such as their co-occurrence and their cocitation analysis (Gupta and Bhattacharya, 2004;Kumar et al., 2021;Pandey and Bajpai, 2022). ...
... The second approach of the bibliometric analysis is analytical approach which is used to study the co-occurrence of certain components of literature such as co-authorship, cocitations, co-occurrence of keywords and thematic analysis (Agrawal and Mishra, 2022;Gupta and Bhattacharya, 2004;Kumar et al., 2021;Pandey and Bajpai, 2022). This is an effective way to identify relationships based on symmetry and connections between certain study publications. ...
Purpose
The study aims to examine the role of crowdfunding in entrepreneurial development with the help of a systematic review of the literature and bibliometric analysis.
Design/methodology/approach
The present research employed bibliometric analysis to study collected data from the database. Using proper keywords, data was retrieved from Scopus. With the scaler and analytical method of bibliometric analysis, the research attempts to answer the following questions, including prominent journals, authors, keywords and cluster analysis based on keyword occurrence. The mapping/networking chart is created using the VOSviewer software.
Findings
The result of the study suggests that it is an attractive and emerging phenomenon for academicians. The most papers were published in 2021, Small Business Economics and California Management Review are the most prolific journals, while Vismara S is the most significant author with 4 publications and 488 citations. Short JC, School of Management, Royal Holland and USA collaborate most. Cluster analysis of the study will help the future researcher to broaden the existing literature utilising the distinct topics.
Research limitations/implications
This research aids entrepreneurs, academia, crowdfunding practitioners and policymakers identify application areas for crowdfunding. In conclusion, crowdfunding will enhance the entrepreneurial ecosystem.
Originality/value
This study elaborates the significance of crowdfunding in the development of entrepreneurship, using SLR and bibliometric analysis. The study findings identified crowdfunding's usage, applications and potential future research areas, as well as evaluated, reviewed and assessed their significance in entrepreneurial development. The theme-based cluster was determined based on the frequency of occurrence of the keywords.
... Through the examination of patterns of shared mentions, co-citation analysis investigates the links and patterns between scientific works. In the framework of co-citation analysis, two publications are seen to be interconnected if they are both cited by another document [104]. The findings of this study would indicate the authors and publications that were most often cited. ...
Between 2013 and 2023, the scientific literature on artificial intelligence grew at an exponential rate. The subject appears to be gaining even greater popularity across a wide range of fields. Although interest in the area is now at its peak, there is a scarcity of comprehensive bibliometric study. As a result, a new perspective on the constantly changing accomplishments, contributions, and research trends is necessary. This study employed Scopus database data to investigate 11,897 AI-related papers produced between 2013 and 2023, as well as VOSviewer software to depict research trends utilizing co-citation and citation networks. The analysis found a consistent increase in AI-related papers from 2013 to 2023, with substantial increases in areas such as generative AI, explainable AI, reinforcement learning, and optimization approaches, showing their growing relevance in improving technology and tackling challenging real-world challenges. The visualized research patterns also highlight the major institutions, significant partnerships, and crucial authors in AI research, providing a more complete picture of worldwide research activities. The categorization in this study divides artificial intelligence research into five major areas: algorithmic methods, advanced machine learning techniques, data-driven automation technologies, and advanced AI methodology. Academia and industry must acknowledge these findings, which highlight the importance of ongoing research, collaboration, and advancement in artificial intelligence applications across sectors such as healthcare, finance, and manufacturing in order to foster innovation, improve decision-making, and address ethical concerns. It also provides significant insights for policymakers, educators, and business leaders, guiding the formulation of AI policies that foster responsible innovation, improve regulatory frameworks, and ensure fair access to AI developments and proposes rules that promote the ethical use of AI in content production, emphasizing transparency and equity in AI decision-making processes, thereby ensuring technical advancement and societal welfare.
... Conversely, marketing slogans akin to Nike's "Just do it", which underscores selfenhancement, may not resonate as effectively with local consumers who hold communityoriented values. In practical terms, national brands could adopt cause-related marketing strategies [99,100] and demonstrate active social responsibility [98], thereby showcasing their charitable and socially concerned ethos to attract the targeted local customer base. ...
Against the backdrop of a global emphasis on supporting local businesses and fostering domestic consumption, this study aims to shed light on the influence of personal values on the intentions behind domestic-product consumption. Drawing from the Schwartz value theory, we explore how values of self-transcendence, which embody benevolence and universalism, versus self-enhancement, characterized by a focus on power and achievement, influence consumer behavior. Utilizing data from the Chinese Social Survey (CSS2021) and a survey of 316 participants, structural equation modeling and Dematel analysis are employed to reveal causal relationships between values and consumption intentions. We reveal a dichotomous impact of these value orientations. Self-transcendence values are found to positively affect domestic consumption intentions by enhancing awareness of consequence and ascription of responsibility, thereby strengthening personal norms. In contrast, self-enhancement values tend to impede these intentions. By integrating the Norm-Activation Model (NAM), this study comprehensively uncovers the unique mechanism through which values activate personal norms and subsequently encourage the consumption of domestic products. It enriches the body of research related to values and domestic consumption and offers pertinent recommendations for promoting local enterprises’ products.
... Aynı çalışma tarafından alıntılanan iki çalışma arasındaki bağlantıyı ifade eden ortak atıf analizi (van Eck ve Waltman, 2022, s. 27), belirli bir alanda gerçekleştirilen bilimsel araştırmalarda merkezi öneme sahip çalışmaların belirlenmesi için kullanılan en etkili ve yaygın araçlardan biri olarak görülmektedir (Zitt ve Bassecoulard, 1994). Analiz tekniğinin bir araştırma alanının entelektüel yapısını anlamak için kullanılabilecek geçerlilikte bir araç olduğu çeşitli araştırmalarda kanıtlanmıştır (Khandelwal, Kumar ve Sureka, 2022;Pandey ve Bajpai, 2022). Yukarıda yapılan açıklamalardan anlaşılacağı üzere bu analiz türü bibliyografik eşleşmeyle benzerlik göstermektedir. ...
Bu çalışmanın amacı, sosyal bilim alanındaki araştırmalara dayalı bir uygulama gerçekleştirerek VOSviewer bibliyometrik haritalama programının kullanımını incelemektir. Bu doğrultuda, VOSviewer bibliyometrik haritalama programı ele alınmış; bibliyografik eşleşme, ortak atıf, ortak yazarlık, kavram birlikteliği, atıf ağı gibi temel analiz teknikleri uygulanmış ve bunların analiz birimi olan belge, kaynak(lar), yazar(lar), kuruluş(lar), ülke, referanslar, anahtar kelimeler ve özet kısaca sunulmuştur. Yöntem ve uygulama aşamasında ise, mevcut araştırmanın sistematiğine uygun olarak bilimsel haritalama yaklaşımı kullanılmış ve Scopus veri tabanından ilgili 907 çalışma üzerinde analizler gerçekleştirilerek örnek uygulama yapılmıştır. Araştırma bulguları, VOSviewer bibliyometrik haritalama programının sosyal bilim araştırmalarındaki kullanımının geçen on yılda her geçen yıl artma eğiliminde olduğunu göstermiştir. Araştırmanın sonuçları, atıf ağı en yüksek araştırmanın Van Eck tarafından 2010 yılında gerçekleştirildiğini, alanda ülke iş birliğinin en fazla Birleşik Krallık ve Amerika Birleşik Devletleri’nde; alanın öncü araştırmacılarının Waltman ve Van Eck; alana en fazla katkı sağlayan kaynakların Scientometrics ve Sustainability; alanda yapılan çalışmaları temsil eden temel kavramların ise Vosviewer, haritalama, atıf analizi, yazılım, araştırma trendi, bilim haritalama, Scopus ve Web of Science olduğunu göstermiştir. Araştırma sonuçlarından hareketle gelecek araştırmalar için dikkat çekici bir dizi öneri sunulmuştur.
It is imperative for companies and businesses to satisfy not only their own interests but also the interests of the community and society. The objective of the study is to conduct an analysis of various corporate social responsibilities of companies. The methodology adopted is a conceptual analysis of community-based corporate social responsibility for companies. The study focuses on corporate social responsibility and corporate social philanthropy in the workplace, service to low-income communities and individuals at the bottom of pyramid, cause marketing, and social marketing. Companies adopt a number of initiatives to fulfill their social responsibilities towards the community and the society. Academicians may analyze the various approaches adopted by companies and suggest effective approaches. Practicing managers may evaluate the existing practices and initiatives and suggest practices and initiatives that are effective. All these will enable companies to create a positive impact on the society and achieve business excellence in the long run.
Cause-related marketing (CaRM) has gained popularity as a method of boosting company value through profit-driven giving. Although the concept of CaRM has been widely researched, only a few authors have conducted systematic literature reviews on CaRM. Therefore, we examine the body of literature already in existence to find the factors that have been proven to influence people’s decisions to involve in cause-related marketing campaigns. Using a Theory-Context-Characteristics-Methodology (TCCM) review framework, this research gives an in-depth understanding of the prevalent theories, contexts (i.e., industries and countries), characteristics (i.e., consumer-related factors, campaign-related factors, firm/brand-related factors, product-related factors, moderating variables, and mediating variables), and methods (i.e., research approaches and data analysis techniques) applied in CaRM research between the year 2010 and 2022. This study identifies factors impacting consumers’ attitudes and purchase intention towards CaRM and offers strategic insights to marketers to develop more effective CaRM campaigns. The results of this study will be significant not only for managers but also for scholars and policymakers who seek to deepen their understanding of CaRM.
Cause-Related Marketing (CRM) is one of the most versatile activities among the Corporate Social Responsibility (CSR) initiatives. Though CRM is extensively researched, however, only a few authors have performed systematic literature reviews on CRM. Therefore, more systematic reviews of CRM are still needed to complete and bring together the more contributions, advances, and different existing research lines. Thus, this paper provides a comprehensive overview of the existing literature in CRM from the two keywords: “Cause-Related Marketing” and “Cause Marketing”, and the time period ranges from 1988 to 2020. In this study, rigorous protocol is used in synthesizing 344 English articles drawing upon e-journal database searches. These articles were categorized by time-wise development, country-wise development, methodological development, cross-cultural analysis, the role of journals. This study also carried out the Bibliometric Analyses. The review highlights that the concept of CRM has evolved from being considered a marketing mix tool (a promotion tool), to being considered as a CSR initiative, with a more strategic character. Our findings revealed that only a few journals published articles on CRM. Geographically, the CRM study was initiated in North America, followed by Europe and Oceania, and Asian and Sub-Saharan African countries. From the third decade, there was more collaboration in cross-cultural studies and the use of mixed-method (qualitative and quantitative studies) approach. Lastly, this study shows the most manifest research gaps in CRM that opens avenue for future research.
In the year 2020, the Global Journal of Flexible Systems Management (GJFSM) has celebrated its two decades of publication. This study is an attempt to commemorate the two decades of publication by presenting the overview of the GJFSM along with the trajectory of flexibility research in various journals. By using multiple bibliometric tools and indicators, the study finds that the GJFSM has grown over the years in terms of total publications and citations. The contributors are from across the globe, i.e., South America, North America, Asia, Europe, Africa, and the Pacific. The Journal publishes several flexibility areas, including information systems flexibility, financial flexibility, supply chain flexibility, technology management flexibility, marketing flexibility, organizational flexibility, strategic flexibility, and manufacturing flexibility. The GJFSM is cited by authors from various countries across the globe. It has been cited across different Scopus categorizations, including “Strategy and Management,” “Business and International Management,” “General Business, Management and Accounting,” “Industrial and Manufacturing Engineering,” and “Management Science and Operations Research.” Keyword co-occurrences analysis helps to analyze the various groups of keywords cited together in the GJFSM. Co-citation analysis of references helps to identify crucial clusters of GJFSM, i.e., strategic flexibility, manufacturing flexibility, the conceptual framework of flexibility, supply chain flexibility, modeling flexibility, and application of TISM. Overall, GJFSM has seen an increase in both publications and citations, reflecting its increasing presence among the journals publishing flexibility research. The diversity of flexibility research and its contributions to research under-one-roof make this Journal unique. The paper concludes with the gap areas of flexibility research and the way forward.
The implementation of an innovation landscape has transformed the emerging Asia-Pacific economies in the past few decades with increased investment opportunities and multinational organizations. This review highlights the key studies and theories. In addition , the antecedents, decisions, and outcomes (ADO) framework is used to review the extant literature in the field of innovation implementation in context of both the emerging Asia-Pacific economies and developed economies. Based on literature review from 1981 to 2019, this review identifies the key theories, methods, characteristics, and contexts from emerging economies of the Asia-Pacific and developed economies perspective. The review shows that innovation implementation in emerging Asia-Pacific economies is underdeveloped and still growing. The results on emerging economies are more oriented towards the organizational antecedents rather than other aspects of developed economies. In the context of emerging economies, the basic decision variables include adoption and day-today decision-making based on current challenges faced by the organization. The study finds that outcomes of innovation implementation in emerging economies have not been widely investigated. Future research directions are provided in the context of emerging Asia-Pacific economies and practical implications are discussed. ARTICLE HISTORY
Cause-related marketing (CRM) is a globally popular marketing technique due to its value to multiple stakeholders such as the companies, the consumers, the non-profit organizations, and the society. The key to successful CRM is the consumer purchasing the cause-related product, and experimental methodology was adopted mostly during this process. Therefore, this paper systematically reviewed the CRM literature that measured consumers’ purchase intentions using the experimental methodology. A systematic literature research was undertaken examining five databases and 68 qualified articles were identified. The results showed that CRM in most qualified studies is manipulated as a tactical marketing program and the products are mainly low-cost and low involvement. Moreover, the CRM is more effective than the ordinary marketing or sales promotion strategy, such as discount and coupons. Furthermore, the specific characteristics of the CRM program (e.g., donation amount, cause type, message framing) have shown positive outcomes but mixed effects are persistent. Recommendations for implementing CRM programs and for future research were discussed.
In recent decades, rising consumer interest in visiting relatively less commercialized natural destinations has facilitated the growth of ecotourism. Yet the research on ecotourism is fragmented, presenting gaps in the current understanding of this topic. This study performs a bibliometric analysis to assimilate the present knowledge from a total of 878 articles published in six reputable outlets between 1990 and 2019. The study analyzed citation chains and coauthorship networks to acknowledge contributions from select authors, organizations, and countries. Next, a cocitation analysis of the prior literature identified four major thematic areas: ecological preservation , residents' interests, the carbon footprint, and tourists' behaviors. Further, a dynamic cocitation analysis technique mapped the development of these thematic areas. Subsequently, a content analysis of the four thematic areas delivered significant insights about prior research in the domain and indicated future avenues of research.
Purpose
Assessing the antecedents of innovation implementation holds importance for companies, as previous studies have shown that without proper implementation the innovation is doomed to fail. Over the past few years, research on innovation implementation is growing. However, the evidence on the antecedents of innovation implementation is inconsistent. The purpose of the study is to conduct a review of the literature using meta-analysis to summarize the divergent views present in the literature.
Design/methodology/approach
A meta-analysis technique is adopted for reviewing the literature. The literature search was conducted with selected keywords in different databases and top journals from the ABDC list (A* and A).
Findings
The results of the meta-analysis that summarize evidence from 42 papers, 100 effect sizes and 32,223 organizations show the significance and homogeneous/heterogeneous opinions of the past studies. Results reveal the homogeneity in antecedents such as transformational leadership, business collaboration, employee competency, leader competency, absorptive capacity and business size and heterogeneity in the antecedents such as communication, customer collaboration, internal entrainment, external entrainment, implementation climate and strategic resources.
Research limitations/implications
The results imply that managers attempting to implement innovation in the organizations need to first focus on homogenous antecedents followed by heterogeneous antecedents for successful implementation.
Originality/value
This study advocates research on innovation implementation. It tests the significance, nature of the relationship and summarizes the divergent views on antecedents of innovation implementation in an organization. The results of this study can also be used in the theoretical advancement of management innovation literature.
The paper provides a survey understanding of two dimensions of perceived authenticity in digital cause-related marketing (CRM) display advertising and models the impact on consumers’ responses. It develops a model with a set of six hypotheses and tests them through a multivariate structural equation technique on quantitative data generated by a survey procedure on a UK-based consumer panel. The 465 online panel participants consisted of 60% males and 40% females between the ages of 18 and 35.
The findings provide empirical evidence that the perceived donation amount and ad-context congruence are intertwined perspectives of authenticity in digital CRM display ads, and show that both of these dimensions provide input to conferring authenticity on the ads. However, the perceived donation amount accounts for a stronger effect than ad-context congruence. The paper finds firms’ altruistic motives an influential antecedent to the mediating role of attitudes towards the ad (AaD) as a fundraising tool. This is due to the nature of the impact of authenticity on the link with intention to purchase. Contrarily to expectation, the level of firms’ involvement with a social cause does not moderate intention to purchase from the consumers’ standpoint.
The paper provides an interpretation of authentic perception in digital CRM advertising and proposes a composite model of the mechanism of this effect on consumers’ response.
In DCRM advertising, increasing the perception of donation magnitude is a key driver to advertising success, and the level of association with a social cause is not a significant factor in segmenting and targeting consumers.
Purpose
A substantial, albeit scattered, body of research evidence is accumulating in the cause-related marketing (CRM) research stream. Thus, there is a need of a systematic overview of extant literature to map and holistically understand the CRM domain.
Design/methodology/approach
To address this issue and make progress in this important area, the authors systematically review and critically examine the state of academic research on CRM.
Findings
Based on a systematic review of 105 journal articles published over the past 30 years, the results reveal that CRM research is a vibrant and rapidly growing domain in the broader marketing field. This assessment exercise also shows that the current state of knowledge about CRM is characterized by persisting knowledge gaps, conflicting empirical results, theoretical inconsistencies, as well as by the absence of international marketing research on the CRM domain.
Originality/value
Therefore, the authors critically evaluate the extant CRM research with the aim of increasing its coherence, quality, scope, impact and international dimension. Based on this evaluation, the authors develop an ambitious research agenda that addresses a number of promising research paths embracing different international perspectives. Finally, the authors discuss the contributions to the literature and the implications for both academics and practitioners.
This paper aims to identify the main cause-related marketing campaign dimensions affecting consumers’ attitudes towards firms and intention to purchase on-demand ride services in Egypt. A qualitative exploratory study was conducted at first that employed in-depth interviews and one focus group with consumers of on-demand ride services. Then, a quantitative study that involves a survey-based questionnaire was used. Using a non-probability convenience sample, we collected two hundred and seventy valid questionnaires from on-demand ride service users in Cairo and Giza. The data were analyzed using structural equation modeling (Smart PLS V.3) and SPSS V.20. The results show that campaign feedback and cause involvement have a positive impact on attitude towards the firm and intention to purchase. Skepticism shows a significant negative impact on intention to purchase, and altruistic attribution has a significant impact on consumers’ attitudes towards firms. In light of this, managerial and public-policy implications are provided.
This study presents a systematic literature review on the implementation of service innovation in the extant literature. This study conducts a comprehensive review of published articles in the extant literature related to various aspects of service innovation implementation and then critically reviews the extant literature to identify major factors that affect the success of innovation implementation. Research gaps have thus been identified through the lens of theory development, context, characteristics, and methodology (TCCM framework). This article analyzes underexplored areas of research theme in the domain of service innovation implementation, thereby providing directions for future research.
This article explores how cause-related marketing influences consumer response in an online environment, by analyzing the relationships between consumers’ perceptions of Cause-related Marketing (CrM) and their behavioral intentions toward an online store. Data was collected through an experiment using a sample of Portuguese respondents focusing on the effects of the cause–brand fit and consumer–cause identification on online stores perception and purchase intention. Structural equation modeling was used to analyze the data. The results show that consumer–cause identification has a positive impact on perceived value and that the relationship is moderated by brand–cause fit but it does not influence online purchase intention. Brand–cause fit was shown to have a positive influence on trust and online purchase intention, which is also impacted by perceived value. Trust was found to be a predictor of perceived value but not of the online purchase intention. The main contributions of the findings include the improved understanding of the importance of the fit to consumer’s perception and efficacy for online cause-related marketing campaigns.
Cause-related marketing and social marketing has gained prominence since 1998; however, the field has been divergent and fragmented. Therefore, this paper aims to conduct a comprehensive review of literature on international cause-related marketing, social marketing, and innovation. This study employs a systematic literature review and bibliometric analysis for reviewing the papers. Systematic literature review helps the researchers to increase the breadth and improve the rigor of reviewing literature. At the same time, bibliometric analysis helps to study and analyze divergent views and to examine the development of the field. This study will provide an integrated picture of cause-related marketing, social marketing, and innovation using Scopus database from 1998 to 2019. The study lists the most significant keywords, prominent authors, evolution, and citations of the articles. It analyzes the literature in terms of theory, context, characteristics, and methodology. The study also lists the future research directions in the area of international cause-related marketing and innovation. The scant literature lacks a comprehensive overview of international cause-related marketing and innovation of the firm. This study integrates the knowledge of previous researchers and provides the future research agenda. The paper will also help in further development of this field.
This study provides an overview of the scholastic literature on cause-related marketing (CRM) during the period 1988–2016. The purpose of this study was to first identify significant knowledge gaps and hence encourage researchers to close the gaps through future studies. Second, the objective was to provide the researchers insights about the constructs examined, theories applied and managerial dimensions addressed. A review of 202 full-length articles across peer-reviewed academic journals, published in the literature for 28 years, was undertaken to provide researchers with a reference guide. A structured approach, to accumulate relatively complete census of articles, was followed, and information was extracted from six major online e-journal databases. Every article was classified by year, journal, country, the methodology used, theories adopted and managerial dimensions addressed. Journal of Nonprofit & Public Sector Marketing was found to publish maximum CRM related articles. Experimental methodology was adopted by large number of research papers. Attribution theory was found to be the most popular theory for understanding the CRM phenomenon. Majority of the articles were found to address the dimension of planning. In contrast to past CRM literature reviews, this paper identified and recorded the theoretical foundations applied to understand consumer behavior towards CRM. Further, the present paper extends the scope of past CRM review studies by examining and discussing managerial dimensions addressed in CRM domain. Implications and agenda for future research are also discussed.
This study aims to review the scientific research on born global firms' phenomena to date. Based on a bibliometric analysis of 453 scientific papers on born global firms from the Thompson Reuters's Web of Science™ Core Collection database for the period 1994–2016, the authors discuss the results from the following perspectives: general results, number of publications per year, the articles that other authors cite most, most eminent authors, journals with the highest citation per article, institutions with the highest citation per document, and countries with the highest productivity. This analysis provides networks of co-cited references, journals, and first authors, and their respective clusters, revealing their rankings in terms of contributions to the born global firms' literature. The results of the analysis can be used to enhance our understanding of born global firms' research and support further research in this area.
Our purpose in this study was to examine the structural relationships among the perceptions of college-aged millennials of brand globalness, brand-cause fit, firm motive, and purchase intention in regard to cause-related marketing (CRM) of a product in the sportswear industry. A convenience sample of college students (N = 382) at two universities in a metropolitan city of South Korea participated in the study. Results showed that the college-aged millennials’ perception of brand globalness influenced their perceptions of brand-cause fit and firm motive and, subsequently, their purchase intention of a CRM product. In addition, we found that college-aged millennials’ perceived brand-cause fit had a positive influence on both perception of firm motive and purchase intention toward the CRM product, and, that firm motive perception partially mediated the relationship between brand-cause fit perception and purchase intention. Consequently, the findings extend previous studies on CRM effectiveness and provide a useful rationale for making managerial decisions when implementing a CRM campaign in sportswear firms. © 2017 Scientific Journal Publishers Limited. All Rights Reserved.
Purpose
Archival research is a much under-rated and under-utilized method of research in management studies. Yet multi-disciplinary undertakings being observed in recent times , such as in knowledge management systems, business history and social network studies, among others, indicate that there is a lot of potential to be explored. The purpose of this paper is to highlight this point and make a case for it’s inclusion in the researcher’s toolkit in the future.
Design/methodology/approach
We follow a two stage method here; the first stage being an improvised process to benchmark articles for this review; while the second involves content analysis and synthesis of the same.
Findings
We have dealt with the intricacies of the archival research methodology by minutely examining the fieldwork steps, proxies generation and other related processes of triangulation etc. With the discussion on ‘multi-disciplinary undertakings’, we offer not only, a selective bibliography of works that have effectively harvested this family of methods, but also critique the nuances involved. Finally, coming into more contemporary concerns and developments, we undertake an in-depth look at technological applications in the domain of knowledge management, in case study mode. Methodological richness leads to substantive granularity. As such, we argue that archival methods contribute to the robustness, contextuality and holism of any research endeavour, more so in the study of business and organizations.
Research limitations/implications
The paper is based on the literature review.
Practical implications
The paper makes a case for archival method's contribution to the robustness, contextuality and holism of any research endeavour, more so in the study of business and organizations.
Originality/value
This paper re-positions the method of archival research as a viable and sophisticated tool for researchers to employ effectively in singular or mixed method studies.
This study examines the effect of company-cause congruency on consumer responses to Cause Related Marketing (CRM) programs of stigmatized products. This study also investigates the moderating role of user status and tests a theoretical model of the effects of attitude toward the industry on congruence, consumer perception of company motives, and subsequent company credibility and attitude toward the company. The results show that congruent condition has a significant effect on only the attitude toward the cause. In the user status, users have a more positive industry attitude and stronger perception of altruistic motives for the stigmatized company than non-users. This study also suggests that consumers who have a positive attitude toward the industry perceive CRM programs to be more altruistic and socially responsible, consequently they perceive the company positively and as being credible.
Purpose
– This paper aims to review and critique the knowledge management (KM) literature within small and medium enterprises (SMEs), offers an overview of the state of research and outline a future research agenda.
Design/methodology/approach
– Papers published in KM journals are analysed using a structured literature review methodology. The paper analyses 89 papers published in ten journals specialising in the field of KM.
Findings
– KM within SMEs is a research area of growing importance. Findings show that literature on KM in SMEs is fragmented and dominated by unrelated research, with few comparative studies between countries and several countries receiving little attention. Additionally, different definitions of SMEs are used and different kinds of SMEs (e.g. micro, small and medium) are often treated as equivalent, making comparison almost impossible. The results show a failure to address the implications of findings for practitioners and policymakers, which risks relegating the KM research on SMEs to irrelevance.
Originality/value
– The paper presents a comprehensive structured literature review of the articles published in KM journals. The paper’s findings can offer insights into future research avenues.
This article looks at the subject of corporate social responsibility and how companies use it in their marketing communication activities, a practice known as cause-related marketing (CRM). According to the definition of Angelidis and Ibrahim (1993), corporate social responsibility is ‘corporate social actions whose purpose is to satisfy social needs’. Corporate social responsibility requires investment and it yields measurable outcomes.
It is commonly accepted that cause-related marketing is a communications tool for increasing customer loyalty and building reputation. The expected change in a company's image because of CRM campaigns appears to depend a great deal upon how customers perceive the reasons for a company's involvement in cause-related programmes and the amount of help given to the cause through a company's involvement (Webb and Mohr, 1998). Mohr et al. (1998) suggest that consumers with a high level of scepticism will be less likely to respond positively to CRM campaigns as opposed to consumers with a low level of scepticism.
Although innovation is considered the lifeblood of many organisations, firms are often challenged to derive the anticipated performance benefits of innovation. Research on the performance outcomes of innovation is similarly beset with mixed results and ambiguity. Through a meta-analysis of 62 studies over 20 years, this paper confirms a strong linkage between innovation and performance and reveals several contingencies. First, we find that inconsistency across performance outcomes is driven in part by stakeholder appropriation. Second, we find that hypercompetition is persistent over time and across industries. Finally, our aggregation of the evidence shows the integration of product and process innovation yields stronger performance gains than product innovation alone, and large firms reap greater performance benefits from innovation than small firms do. We build on these findings to bring focus to areas in which managers may improve performance gains from innovation, and highlight additional areas that can be informed by future research.
Cause-related marketing (C-RM) has risen to become a popular strategy to increase business value through profit-motivated giving. Despite the growing number of articles published in the last decade, no comprehensive analysis of the most discussed constructs of cause-related marketing is available. This paper uses an advanced Text Mining methodology (a Bayesian contextual analysis algorithm known as Correlated Topic Model, CTM) to conduct a comprehensive analysis of 246 articles published in 40 different journals between 1988 and 2013 on the subject of cause-related marketing. Text Mining also allows quantitative analyses to be performed on the literature. For instance, it is shown that the most prominent long-term topics discussed since 1988 on the subject are “brand-cause fit”, “law and Ethics”, and “corporate and social identification”, while the most actively discussed topic presently is “sectors raising social taboos and moral debates”. The paper has two goals: first, it introduces the technique of CTM to the Marketing area, illustrating how Text Mining may guide, simplify, and enhance review processes while providing objective building blocks (topics) to be used in a review; second, it applies CTM to the C-RM field, uncovering and summarizing the most discussed topics. Mining text, however, is not aimed at replacing all subjective decisions that must be taken as part of literature review methodologies.
Abstract
Purpose – The purpose of this paper is twofold. First, the authors aim to identify all the product- and
brand-related factors that promote cause-related marketing (CRM) success. The second part of this
research aim is, to undertake a product innovation theory application into the context of CRM,
examine the degree and nature of its theoretical and practical consonance, and develop an integrated
conceptual framework for CRM success.
Design/methodology/approach – The paper is conceptual and incorporates and interrelates the
findings of existing CRM research as applied within the context of corporate social responsibility
(CSR). Specifically this paper accumulates the state of prior wisdom on CRM success through the
identification of several product- and brand-related success factors, based on a systematic review of
the literature. In doing so, it introduces the concept of product innovation as a CRM success factor and
integrates those distinct fields into a conceptual framework.
Findings – The authors develop an integrative framework and a propositional inventory that
represents a consolidated foundation for the systematic development of a theory for successful CRM
strategies, along with the integration of product innovation within the field of CRM.
Research limitations/implications – Towards this direction, the objective of this study is theory
construction rather than theory testing. Thus, much work remains to be done in terms of empirically
testing our research propositions. In conclusion, this paper posits a set of research directions designed
to enable scholars to further advance the integration of product innovation and CRM from both
problem-driven theory development as well as theory-driven practice management perspectives.
Originality/value – The value of this paper accumulates the state of prior wisdom on CRM success,
a notion with increasing use by corporations in recent years. Furthermore, this paper appears to be the
first of its kind to examine, from the theorist perspective, the dynamics implied by synthesizing these,
so far, distinct concepts. Additionally, the research adds appreciable value to academic knowledge on
the fundamental discussion of the bidirectional relationship between CSR and innovation, also
contributing an analogous CRM success framework to the existing wisdom.
In cause-related marketing (CRM), a company agrees to donate money to a charity each time a consumer engages in a revenue-producing transaction with the firm. Since the company benefits first before any obligation to donate is accrued, consumers might perceive this practice to be less altruistic than an unconditional donation to a cause. If so, CRM could backfire, injuring corporate image. This study investigated the effects of type of donation (conditional or not conditional upon corporate revenue) and reputation of the firm making the donation (firms described as scrupulous, average, or irresponsible in the discharge of their social responsibility) on consumer regard for the firm; perceived mercenary intent of the firm; and whether the social performance of the company is consistent with "good" management. Consumer responses were predicted based on the contrast effect and attribution theory. Results suggest that irresponsible firms increased their favor with consumers by pursuing either type of donation. The average firm enhanced its image by pursuing an unconditional donation, but a conditional donation did not damage firm image. Perception of the scrupulous firm was little changed after unconditional donation, but a scrupulous firm suffered a loss of favor by pursuing CRM. It is concluded that the average firm does not risk a loss of public goodwill when using CRM.
Consumers, partnering with corporations and celebrities, are forming new alliances in international development through what we call ‘Brand Aid’ initiatives. At a time of shifting relationships between public and private aid, commodities are sold as the means of achieving development for recipients and good feelings for consumers simultaneously. In this article we first formalise our conceptual model of Brand Aid at the triple interface of causes, branded products and celebrities. Then we conduct a systematic empirical analysis of contemporary Brand Aid initiatives, including three in-depth case studies of ‘Win One Give One’, toms shoes and Product (red). We argue that these not only use imaginaries of development to sell products to Northern consumers but also engage in the work of a ‘story factory’ – producing truths about international development and consumer engagement that make development appear simplified, manageable and marketable. We conclude that, in Brand Aid, the problems themselves and the people who experience them are branded and marketed to Western consumers (through celebritised multimedia story-telling) just as effectively as the products that will ‘save’ them.
As part of their corporate social responsibility, many organizations practice cause-related marketing, in which organizations donate to a chosen cause with every consumer purchase. The extant literature has identified the importance of the fit between the organization and the nature of the cause in influencing corporate image, as well as the influence of a connection between the cause and consumer preferences on brand attitudes and brand choice. However, prior research has not addressed which cause composition most appeals to consumers or the impact of cause choice on corporate image. A between-subjects field experiment in the Netherlands examines the influence of three core cause attributes—cause type, cause scope, and cause acuteness—on consumers’ perceptions of corporate image. Furthermore, this experiment examines the extent to which consumer identification with the cause mediates the influence of the cause attributes on corporate image. The findings indicate that identification with the cause leads to more positive evaluations of marketing campaigns for cause type and cause scope. Also, however, our results uncover a negative direct relationship between cause scope and corporate image. Cause acuteness is only marginally influential in corporate image perceptions. By proposing and testing a comprehensive model of the influence of cause attributes on corporate image in cause-related marketing, this article provides important implications and suggests avenues for further research.
CRM is an effective tool for differentiating brands and for obtaining emotional positioning among consumers. However, an utilitarian use of this tool might be counteractive. This research aims to better understand the effect of CRM on attitude towards the brand. For this purpose, Pepsi's CRM campaigns in Spain have been analyzed. Results show that, unexpectedly, CRM campaigns might lead to adverse effects as a result of the mercantilist abuse of the concept of solidarity.
Purpose – The aim of this study is to assess the direct and indirect impact of the prominence dimensions of fit between a brand and a cause on consumer intentions to purchase cause-related products by considering cases with more versus less positive attitudes towards a brand and a higher versus lower social cause affinity.
Design/methodology/approach – The study is based on data obtained via a survey of 403 respondents in Lithuania. A between-subjects study design with different brands and causes was used to identify the role of the differences in brand attitude and cause affinity on the message strength.
Findings – The data analysis has revealed that the specific prominence dimensions of fit (relationship visibility, relationship explicitness, visuals/colours, local attributes) have a direct and indirect impact, via the message strength, on consumer intentions to purchase cause-related products. Additionally, the mediation of the message strength was dependent on attitudes towards a brand but not on cause affinity.
Originality/value – This is the first attempt to contribute to filling the research gap regarding the impact of the prominence dimensions of fit on the intention to purchase a cause-related product. Paying special attention to message strength mediation allowed for the assessment of both the direct and indirect effects of the individual dimensions of fit.
This study explores the role of culture and international business in internationalization outcomes through a systematic review and analysis of articles published between 2009 and 2019. By mapping the current research domain, this review reflects the avenues for future research in theory development, context, characteristics, and methodology (TCCM) in eight research clusters identified as national culture, external uncertainty avoidance, knowledge transfer & collaboration, HRM & management practices, international diversification research, en-trepreneurial mindset, interaction, and firm performance. The clusters were grouped into independent factors and internationalization outcome factors. This framework provided deeper insights into the theoretical implications which will lead to further advancement in these research areas.
The purpose of this paper is to analyze the evolution of Technological Forecasting and Social Change journal for a period between 1970 and 2018 for 4248 articles. The growing scope and diversity of the field creates fragmentation and the belief that reviews could contribute to synthesis and integration. This analysis includes key factors impacting growth of a journal such as publication evolution and citation structure, most cited articles, leading authors, institutions and countries, related journals and ranking, key research streams in the journal, and co-citation analysis. Factors of the Technological Forecasting and Social Change journal determine the relationship between various sub-fields. The analysis also provides key insights about the evolution of the field over time.
Purpose
The purpose of this paper is to review the extant literature on value co-creation using bibliometric analysis in an attempt to gauge the evolving journey of this concept since its inception in the business and management domain.
Design/methodology/approach
Based on a bibliometric analysis of 458 research articles retrieved from the Thompson Reuters’ Web of Science Core Collection™ for the period of 2004–July 2018, this study carries out the following bibliometric techniques: citation analysis, co-citation analysis and co-occurrence of author keywords .
Findings
The study reveals the nature and direction of research that the field of value co-creation has taken over the past decade. Three significant areas emerge out as prominent themes in the literature of value co-creation: value co-creation in the context of customer service, value co-creation in the context of enhancing brand value and value co-creation for marketing of services through the adoption of service logic. Apart from these, the study also reveals the most influential authors, journals, institutions and countries pertaining to the research on value co-creation, along with the possible future directions of research in this area.
Research limitations/implications
This study has limitations in terms of usage of a single database and its inability to contextualize the citation structure of articles revealed from the review.
Practical implications
This study would enable practitioners gain a comprehensive understanding of the concept of value co-creation that they can eventually adopt as a strategy for enhancing their business growth, customer satisfaction and customer loyalty.
Originality/value
This study identifies the intellectual structure of the value co-creation literature and maps out the gradual advancement of the field over the years.
Using bibliometrics, this study provides a comprehensive overview of Journal of Marketing Theory and Practice (JMTP) during 2005–2019. The study finds that JMTP has positioned itself as an important academic source, publishing on several facets in general marketing during the past 15 years. Publications exhibit multi-folded growth, rising from 21 articles in 2005 to 382 articles by 2019. The number of contributing authors grew more than 16 times, while citations to JMTP articles increased by 17 times during the period. Such evidence collectively signifies JMTP’s widespread acceptance and rising popularity in academia over the years.
Bibliographic coupling analysis classifies JMTP articles into six bibliographic clusters:
customer satisfaction and loyalty, customer attitude toward a brand or service, customer
engagement, global marketing, personal marketing, and frontline service. As the first
retrospection of the journal, this study not only educates and enriches JMTP’s global readers and aspiring contributors but also may be useful to its editorial board, as it provides several inputs to navigate the way forward of the journal.
Purpose
Drawing from prior research, the purpose of this paper is to outline the benefits of cause-related marketing (CRM) campaigns for the sponsoring multinational organization and the non-profit, to examine the impact of firm–cause fit and how this fit forms and to describe consumer reactions to CRM campaigns. With this backdrop, the paper offers recommendations for how multinational corporations (MNCs) should undertake international CRM activities.
Design/methodology/approach
A comprehensive literature review, undertaken with a theoretical lens, helps reveal how CRM campaigns can be executed in international markets.
Findings
With accurate country market assessments, MNCs are better prepared to integrate with the local environment and deliver effective CRM strategies and value.
Practical implications
This paper offers guidance for MNCs that are interested in expanding internationally in terms of how to develop an effective CRM in international markets. In addition, it explores relationship elements that are critical for creating a successful, synergistic relationship between the firm and the non-profit.
Originality/value
When adopted effectively, CRM can be a valuable tool for firms as they expand internationally, by establishing relationships with local customers. This research suggests guidelines for multinationals to consider as they expand their presence globally and apply CRM in broader contexts.
Companies are increasing their use of cause-related marketing as a means of communicating their commitment to corporate social responsibility while accomplishing their strategic goals. Although prior studies suggest that consumers react positively to cause-related marketing programs, understanding of their impact on financial performance remains limited. To address this gap, the authors employ an event study to examine the effects of cause-related marketing announcements on shareholder value using a sample of firms that appeared on Fortune’s Most Admired All-Star list between 2005 and 2017. Study results show that announcement of these initiatives results in a significant loss of shareholder value. These losses are most pronounced for firms making monetary-only contributions, in comparison to those that make in-kind donations. In addition, the negative effects are mitigated for firms that have stronger reputations, have greater resource slack, and operate in more dynamic industries. Moreover, low-reputation and low-slack firms benefit most from in-kind contributions.
Purpose
This study aims to investigate consumer responses to cause-related marketing (CRM) implemented by socially stigmatized industries, especially in fast food restaurants.
Design/methodology/approach
This experimental study uses a 2 (degree of perceived fit) × 2 (complementary fit) × 2 (brand equity) between-subjects design.
Findings
Results show significant interaction effects between the degree of fit and brand equity and complementary fit and brand equity on consumers’ brand evaluation. When a company with high brand equity chooses a high fit (vs low fit) or complementary fit (vs non-complimentary fit) for CRM promotion, this leads to consumers’ more positive attitude and higher intent to participate in CRM promotion.
Practical implications
This study provides practical implications for designing effective CRM promotion in the stigmatized industry such as fast food restaurants and casino.
Originality/value
Given the increased demand on CRM in the hospitality industry, the paper contributes to extend the realm of CRM literatures by investigating antecedents affecting consumers’ responses toward the CRM in the stigmatized companies or brands.
Purpose
Cause-related marketing (CrM) is one of the effective marketing concepts which draw high public exposure and make the cause and the organization known in the market. Further, it develops a higher inclination of the customers associating themselves with CrM-related campaigns. In this regard, CrM campaigns generally take hedonic products into consideration. The purpose of this paper (comprises two studies) is to: study 1, examine the attributes leading to successful CrM campaign and afterward when the results of Study 1 were found in line with the existing literature; and, Study 2, empirically examine the consumer preference for hedo-utilitarian products type in the CrM context.
Design/methodology/approach
A total of 316 respondents participated in the survey. For selecting the appropriate research technique under the CrM study, the systematic review was conducted to arrive at a decision. Finally, conjoint analysis, a decompositional approach, was used for its ability to provide real-world setup to the respondents and keeping the social desirability bias at the minimum while assessing the consumer preference in the context of CrM.
Findings
Much literature is available in favor of using hedonic products for successful CrM activities. However, none has conceptualized the hedo-utilitarian products that have an equally fair chance to succeed under CrM strategy. The present study confirmed the relevance of hedo-utilitarian products (utilitarian products having hedonic features) for attracting the consumers having cognitive and affective responses altogether.
Practical implications
The novel concept of hedo-utilitarian product is introduced and empirically examined. The propositions and findings will facilitate the organizations in developing the products and marketing strategies in the context of CrM, giving them the option beyond the two product categories, i.e. hedonic and utilitarian. Accordingly, the companies may also focus and strategize for the “causmers,” i.e. the consumers who pay heed to the cause of the campaign during the purchase.
Originality/value
While several of the dimensions in marketing have been explored, CrM is the least explored area in the Asian region. The attributes that may affect CrM were taken all together as another product feature/attribute under conjoint analysis exploring the attributes affecting CrM most, eventually, leading to higher consumer preference. Further, the concept of hedo-utilitarian products was introduced, empirically examined and recommended to future researchers for bringing it forward.
Digital libraries suffer from the problem of information overload due to immense proliferation of research papers in journals and conference papers. This makes it challenging for researchers to access the relevant research papers. Fortunately, research paper recommendation systems offer a solution to this dilemma by filtering all the available information and delivering what is most relevant to the user. Researchers have proposed numerous approaches for research paper recommendation which are based on metadata, content, citation analysis, collaborative filtering, etc. Approaches based on citation analysis, including co-citation and bibliographic coupling, have proven to be significant. Researchers have extended the co-citation approach to include content analysis and citation proximity analysis and this has led to improvement in the accuracy of recommendations. However, in co-citation analysis, similarity between papers is discovered based on the frequency of co-cited papers in different research papers that can belong to different areas. Bibliographic coupling, on the other hand, determines the relevance between two papers based on their common references. Therefore, bibliographic coupling has inherited the benefits of recommending relevant papers; however, traditional bibliographic coupling does not consider the citing patterns of common references in different logical sections of the citing papers. Since the use of citation proximity analysis in co-citation has improved the accuracy of paper recommendation, this paper proposes a paper recommendation approach that extends the traditional bibliographic coupling by exploiting the distribution of citations in logical sections in bibliographically coupled papers. Comprehensive automated evaluation utilizing Jensen Shannon Divergence was conducted to evaluate the proposed approach. The results showed significant improvement over traditional bibliographic coupling and content-based research paper recommendation.
Purpose
The purpose of this paper is to construct a conceptual framework of the effects of customer engagement on cause-related marketing (CRM), with the goal of providing a solid scientific foundation for the development and stimulation of future research on the critical intersection of these two topics.
Design/methodology/approach
The research defines customer engagement in CRM campaigns as the conditions under which consumers are allowed to choose the cause that receives the donation, the cause proximity (geographical proximity) and the type of donation in a CRM campaign.
Findings
The paper conceptualizes the role of customer engagement in enhancing the effectiveness of a CRM campaign, in terms of coverage, customization and reduced consumer skepticism, as well as in triggering positive word-of-mouth (WOM) persuasion behaviors.
Practical implications
The conceptual framework provides several practicable directions toward effective control of CRM campaign outcomes, for both local and global firms.
Originality/value
The paper rests on established empirical foundations to develop a comprehensive preliminary multi- disciplinary framework on the subject, setting the path for further research in the fields of CRM, customer engagement and International Business Research , and reaching findings of both scholarly and executive worth.
Cause-related marketing represents the confluence of perspectives from several specialized areas of inquiry such as marketing for nonprofit organizations, the promotion mix, corporate philanthropy, corporate social responsibility, fund-raising management, and public relations. The authors outline the concept of cause-related marketing, its characteristics, and how organizations, both for-profit and not-for-profit, can benefit from effective use of this promising marketing tool.
Supply Chain Finance (SCF) is an effective method to lower financing costs and improve financing efficiency and effectiveness, and it has gained research momentum in recent years. This paper adopts a systematic literature review methodology combined with bibliometric, network and content analysis based on 348 papers identified from mainstream academic databases. This review provides insights not previously fully captured or evaluated by other reviews on this topic, including key authors, key journals and the prestige of the reviewed papers. Using rigorous bibliometric and visualisation tools, we identified four research clusters, including deteriorating inventory models under trade credit policy based on the EOQ/EPQ model; inventory decisions with trade credit policy under more complex situations; interaction between replenishment decisions and delay payment strategies in the supply chain and roles of financing service in the supply chain. Based on the clusters identified, we carried out a further content analysis of 112 papers, identifying research gaps and proposing seven actionable directions for future research. The findings provide a robust roadmap for further investigation in this field.
This paper presents an integrative review of the literature on cause-related marketing (CRM) persuasion research (i.e. studies of how CRM influences evaluations of the partner brand). The aim of the study was to review CRM persuasion research and to integrate the findings into a theoretical framework that could direct future research efforts in the area. Drawing on Bergkvist and Taylor's model of Leveraged Marketing Communications (LMC), a dual-path model of CRM persuasion effects was developed. According to the model, CRM affects brand evaluations along two paths: the indirect transfer path which is mediated by attribution of motives and the direct transfer path in which attitude towards the cause is transferred to the brand. The model incorporates results from extant research and provides guidance for future studies.
Purpose
The purpose of this study is to review the existing literature on supply chain performance measures and metrics (PMMs). It provides a critical evaluation of 234 articles published in past 24 years.
Design/methodology/approach
The paper examines the studies published from 1991 to 2014 by adopting the bibliometric technique of citation and co-citation analysis.
Findings
The analysis of the results indicate that the number of articles on supply chain PMMs is increasing at its fastest pace in the past few years. Furthermore, the study identifies some of the most influential articles on performance measurement and metrics. Finally, it concludes that there has been a transition from traditional to more sophisticated performance measurement system.
Research limitations/implications
This study focuses only on supply chain performance measurement and metrics and excludes research on performance management and control. Thus, researchers may explore and extend this area of research.
Originality/value
To the knowledge of the authors, this is the first study to review the literature on supply chain PMMs by using citation and co-citation analysis. The study includes 234 articles over the time of 24 years (1991-2014).
Purpose
The European Journal of Marketing was created in 1967. In 2017, the journal celebrates its 50th anniversary. Therefore, the purpose of this study is to present a bibliometric overview of the leading trends of the journal during this period.
Design/methodology/approach
This work uses the Scopus database to analyse the most productive authors, institutions and countries, as well as the most cited papers and the citing articles. The investigation uses bibliometric indicators to represent the bibliographic data, including the total number of publications and citations between 1967 and 2017. Additionally, the article also develops a graphical visualization of the bibliographic material by using the visualization of similarities viewer software to map journals, keywords and institutions with bibliographic coupling and co-citation analysis.
Findings
British authors and institutions are the most productive in the journal, although Australians’ are growing significantly the number of papers published. Continental European institutions are also increasing the number of publications, but they are still far from reaching the British contribution so far. In the mid-term, however, these zone’s authors and institutions, especially those from big European countries like France, Germany, Italy and Spain, should reach a closer performance to British ones; more as less long, historic, but more recent periods of analysis are considered.
Practical implications
This article is useful for any reader of this journal to understand questions such as papers’ European Journal of Marketing-related scientific productivity in terms of, for instance, contributors/authors, institutions and countries, or the main sources used to back them.
Originality/value
This is the first comprehensive article offering a general overview of the leading trends and researchers of the journal over its history.
This study contributes to our understanding of absorptive capacity (AC) by reviewing AC articles systematically using two types of blibliometric co-citation analysis – bibliometric co-citation and bibliometric cartography – for the last 25 years. In total, we analyzed 336 articles (using HistCite) and 2088 articles (using VOSviewer), respectively, finding five research streams in AC: (1) intra-organizational learning; (2) inter-organizational learning; (3) knowledge transfer; (4) dynamic capability; and (5) micro-foundations. This integrative literature review of AC adds to the categorization of the literature, links the international business research to AC, and provides promising future research directions. Our study gives detailed information about the development of each research stream by measuring the number of publications in each stream over 25 years using bibliometric cartography analysis. Based on the literature, we propose 26 future research questions for these five research streams.
Cause-related marketing (CRM) is almost ubiquitous as brands of all price points participate in this marketing strategy in the United States and internationally, as well. The value that CRM brings to the firm, the consumer, and the nonprofit organization has made it a popular and valuable tool for marketers. Academic research on CRM has gained momentum in recent years as the strategy has matured. However, insights have occurred without a framework to provide structure and direction for this body of research. Given CRM's continued popularity, the purpose of this article is to (1) propose an evolutionary process model (EPM) of CRM to explain the iterative process (2) utilize this model as a framework for (a) organizing the systematic review of the empirical literature on CRM and (b) for identifying some gaps in the literature. Propositions based on these gaps are provided for future research.
Several publications approach the subject of corporate sustainability performance, considering this background, the present research conducts a systematic literature review based on 261 papers towards a conceptual framework for integrating sustainability performance into business. Moreover, it aims at structuring the literature on corporate sustainability performance to highlight its main contributions and gaps. Data analysis initiates with a descriptive statistics of the sample, including yearly distribution, main journals, and most cited papers. It is followed by the delimitation of each sustainability performance approach of measurement, management and reporting and the cross analysis among them. Finally, a conceptual framework is proposed to address the integration of sustainability performance into business. This framework is composed by three levels. The first represents the principles for corporate sustainability to guide decision-making driven by collective values. The second level includes the core sustainable business elements, which are processes and practices, capabilities, offerings and contributions to sustainable development. At the third level, the context factors represent the internal and external aspects that affect the previous levels.
This chapter provides an introduction to the topic of visualizing bibliometric networks. First, the most commonly studied types of bibliometric networks (i.e., citation, co-citation, bibliographic coupling, keyword co-occurrence, and coauthorship networks) are discussed, and three popular visualization approaches (i.e., distance-based, graph-based, and timeline-based approaches) are distinguished. Next, an overview is given of a number of software tools that can be used for visualizing bibliometric networks. In the second part of the chapter, the focus is specifically on two software tools: VOSviewer and CitNetExplorer. The techniques used by these tools to construct, analyze, and visualize bibliometric networks are discussed. In addition, tutorials are offered that demonstrate in a step-by-step manner how both tools can be used. Finally, the chapter concludes with a discussion of the limitations and the proper use of bibliometric network visualizations and with a summary of some ongoing and future developments.
The Journal of Business Research is a leading international journal in business research dating back to 1973. This study analyzes all the publications in the journal since its creation by using a bibliometric approach. The objective is to provide a complete overview of the main factors that affect the journal. This analysis includes key issues such as the publication and citation structure of the journal, the most cited articles, and the leading authors, institutions, and countries in the journal. Unsurprisingly, the USA is the leading region in the journal although a considerable dispersion exists, especially during the last years when European and Asian universities are taking a more significant position.
Advertisers have long been interested in the persuasiveness of cause-related marketing (CRM) campaigns, and the authors extend this stream of research using two separate experiments that considers the effectiveness of the company's product versus cash donations. Findings from Study 1 indicate consumers perceive sponsoring companies of CRM campaigns less favorably when these companies make product rather than cash donations to their nonprofit CRM partners, and the level of consumer participation effort required in these campaigns does not moderate this effect. However, Study 2 introduces congruency as a potential explanation for these adverse effects and extends Study 1 by demonstrating that more (as compared to less) congruent product donations can eliminate the negative effects of product donations. Further, it confirms prior findings concerning the importance of sponsoring company–cause congruency. Campaigns designed with higher levels of both types of congruency (product donation–cause and company–cause) promote favorable campaign outcomes. Further, both studies demonstrate that the effects of product donations on campaign outcomes are mediated by company motive. Implications for advertising theorists and practitioners are offered.
An increasingly popular method for nonprofits to raise awareness, educate the public, and receive financial support from corporations is through cause-related marketing. The distinctive feature of cause-related marketing is the corporate sponsor's contribution to a designated cause being tied to customers' participating in revenue-producing transactions with the sponsor. The sponsor benefits from favorable publicity and increased sales. This article discusses factors contributing to the potential success of a cause-related marketing campaign: the sponsor's product quality, fair pricing, and customer traits; the nonprofit's and the sponsor's reputation, shared values, good communication, and commitment; a well-planned and executed campaign, and specific terms that protect both party's assets and clearly outline each party's responsibilities.
The authors examined the nature of e-business and non-profit alliances and their impact on brand equity, pricing, perceptions of product quality, trust in the company, consumer behavioral intentions towards the brand, and the consequences of the company's actions. E-businesses with strong reputations and e-businesses with weak reputations were paired with popular or not so popular causes. Results showed no significant differences in the dependent variables for e-businesses with strong reputations, whether they adopted causes with strong or weak reputations. However, for e-businesses with weak reputations, differences were found in perceptions of brand equity and consequences of the company's actions. These findings suggest that alliances with strong reputation causes may be beneficial for e-businesses with weak reputations. The results also showed that e-businesses with strong reputations adopting a non-profit cause received higher ratings for product quality and pricing than did weak reputation e-businesses adopting the same cause. Trust was found to be an important predictor of consumers' behavioral intentions toward the e-business in a cause marketing campaign.