Marketing communications in emerging economies . Volume I ; Foundational and contemporary issues / / editors, Thomas Anning-Dorson [et al.]

• Pubblicazione: Cham, Switzerland : , : Springer, , [2021]; ©2021
• Descrizione fisica: 1 online resource (XXII, 301 p. 24 illus., 19 illus. in color. :)
• Disciplina: 658.802
• Soggetto topico: Communication in marketing - Developing countries; Communication in marketing; Globalization; Marketing
• Persona (resp. second.): Anning-DorsonThomas
• Nota di contenuto: Intro -- Preface -- Contents -- Notes on Contributors -- List of Figures -- List of Tables -- 1 Introduction to Marketing Communications: Setting the Scene for Emerging Economies -- 1.1 Introduction -- 1.2 Understanding the Importance of Emerging Economies -- 1.3 Integrated Marketing Communications and the Emerging Market -- 1.4 Structure and Contributions of the Book -- 1.5 Conclusion -- References -- 2 Customer Value and Marketing Communications -- 2.1 Introduction -- 2.2 Value and the Value Management Cycle -- 2.2.1 Value Creation -- 2.2.2 Value Communication -- 2.2.3 Value Capture -- 2.3 Shifting Toward Customer-Oriented Value Communication -- 2.4 Build a Value Culture the Facilitate Communications -- 2.5 Value Communication, Corporate and Brand Positioning -- 2.6 Conclusion -- References -- 3 Cultural Values and Marketing Communications in Emerging Markets -- 3.1 Introduction -- 3.2 What Are Emerging Markets? -- 3.3 Culture and Its Characteristics -- 3.4 Culture and Marketing Communications -- 3.5 Models of National Culture: Basic Assumptions -- 3.6 Hofstede's Model of National Culture -- 3.6.1 Individualism-Collectivism -- 3.6.2 Power Distance -- 3.6.3 Masculinity-Femininity -- 3.6.4 Uncertainty Avoidance -- 3.6.5 Long- Versus Short-Term Orientation -- 3.7 Schwartz Cultural Values Orientations -- 3.7.1 Autonomy Versus Embeddedness -- 3.7.2 Egalitarianism Versus Hierarchy -- 3.7.3 Harmony Versus Mastery -- 3.8 Leung and Bond's Social Axioms Theory -- 3.8.1 Social Cynicism -- 3.8.2 Reward for Application -- 3.8.3 Social Complexity -- 3.8.4 Fate Control -- 3.8.5 Religiosity -- 3.9 Effect of Culture on Perceptions and Emotions -- 3.10 Consumer Culture Theory (CCT) -- 3.11 Consumer Culture Positioning -- 3.11.1 Global Consumer Culture Positioning (GCCP) -- 3.11.2 Local Consumer Culture Positioning (LCCP). ; 3.11.3 Foreign Consumer Culture Positioning (FCCP) -- 3.12 Implications of Cultural Value Orientations in Marketing Strategies and Marketing Communications -- 3.13 Marketing Communication Implications for Local Brand Managers -- 3.14 Marketing Communication Implications for Global Brand Managers -- 3.15 Conclusion -- References -- 4 Bibliometric Review and Direction for Integrated Marketing Communications Research: Implications for Emerging Markets -- 4.1 Introduction -- 4.2 Bibliometric Methodology -- 4.3 Results -- 4.3.1 Descriptive Bibliometric Analysis -- 4.3.2 Overview of Bibliometric Data -- 4.3.3 Scientific Production Level -- 4.4 Impact Insights -- 4.4.1 Leading Authors -- 4.4.2 Influential Impact -- 4.4.3 Leading Countries -- 4.4.4 Peer-Reviewed Sources -- 4.5 Network Bibliometric Analysis -- 4.5.1 Co-authorship Network Analysis -- 4.6 Implications for IMC Research Within the Emerging Market Context -- 4.7 Conclusion and Summary -- References -- 5 Analysing the Influence of Public Relations in the Integrated Marketing Communication Process -- 5.1 Introduction -- 5.2 Literature Review -- 5.2.1 The Marketing Mix -- 5.2.2 Conceptualising Integrated Marketing Communication -- 5.3 The IMC Process -- 5.4 Public Relations and IMC -- 5.4.1 Public Relations and Power/Influence -- 5.4.2 Public Relations Power/Influence and IMC -- 5.5 Methodology -- 5.6 Discussion of Results -- 5.6.1 Overview of Research Participants -- 5.6.2 Findings from the Interviews -- 5.7 Discussions and Implications of Research -- 5.8 Conclusion, Limitations, and Future Research -- References -- 6 The Antecedents and Consequences of Brand Hate: A Review of Current Literature -- 6.1 Introduction -- 6.2 Conceptualizing Brand Hate -- 6.3 Theoretical Underpinning -- 6.4 The Antecedents of Brand Hate -- 6.4.1 Negative Experience -- 6.4.2 Symbolic Incongruity. ; 6.4.3 Ideological Incompatibility -- 6.4.4 Rumor -- 6.4.5 Poor Relationship Quality -- 6.4.6 Country of Origin -- 6.5 The Consequences of Brand Hate -- 6.5.1 Brand Avoidance and Switching -- 6.5.2 Negative Word-Of-Mouth -- 6.5.3 Brand Retaliation and Revenge -- 6.5.4 Willingness to Make Financial Sacrifices to Hurt the Brand (WFS) -- 6.5.4.1 Proposed Comprehensive Conceptual Framework -- 6.6 Opportunity for Future Research -- 6.7 Conclusion -- References -- 7 Types of Corporate Social Responsibility Initiatives as Response to COVID-19 Pandemic in Emerging Economies -- 7.1 Introduction -- 7.2 The Impact of the Novel COVID-19 Pandemic -- 7.3 Response from Private Businesses in Support of the Fight Against the Pandemic -- 7.4 Literature Review -- 7.4.1 Cause Promotion -- 7.4.2 Cause-Related Marketing (CRM) -- 7.4.3 Corporate Philanthropy -- 7.4.4 Corporate Social Marketing (CSM) -- 7.4.5 Workforce Volunteering -- 7.4.6 Socially Responsible Business Practices -- 7.5 The Stakeholder Theory as Underpinning Theory for the Study -- 7.6 Methodology -- 7.7 Results -- 7.7.1 CSIs to Mitigate the Impact of Covid-19 in China -- 7.7.2 CSIs in Brazil Against Covid-19 Pandemic -- 7.7.3 CSIs by South African Companies to Support Efforts Against Covid-19 -- 7.7.4 CSIs Undertaken by Ghanaian Firms to Support the Fight Against the Covid-19 Pandemic -- 7.8 Discussion of the Result -- 7.9 Implications and Conclusions -- 7.10 Conclusions and Directions for Future Research -- References -- 8 Visual Pollution Through Excessive Outdoor Advertisements -- 8.1 Introduction -- 8.2 Problem Statement -- 8.3 Limitations of the Research -- 8.4 Research Methodology -- 8.5 Outdoor Advertisements on Ghana's Urban Roads -- 8.5.1 Excessive Outdoor Advertisements in Urban Settings -- 8.5.2 Outdoor Advertisements on Urban Roads: The Case of Spintex Road -- 8.5.3 Field Data of June 2020. ; 8.5.4 Archived Data of March 2016 -- 8.5.5 Comparison of Outdoor Advertisements on the Spintex Road, March 2016 vs June 2020 -- 8.6 From Outdoor Advertisements to Visual Pollution -- 8.6.1 Visual Pollution -- 8.6.2 Outdoor Advertisements and Visual Pollution on the Spintex Road -- 8.7 Conclusion -- References -- 9 Radio Advertising and Bank Customers' Purchase Intention: Evidence from an Emerging Economy -- 9.1 Introduction -- 9.2 Literature Review and Hypotheses Development -- 9.2.1 Purchase Intention and Cognitive Response Theory -- 9.2.2 Advertising -- 9.3 Conceptual Framework -- 9.3.1 Advertising Dimensions -- 9.3.2 Advertising Roles -- 9.3.3 Satisfaction with Advertising -- 9.3.4 Advertising and Purchase Intention Link -- 9.4 Methodology -- 9.5 Results and Discussion -- 9.5.1 Demographic Information of Participants -- 9.5.2 Correlation Analysis -- 9.5.3 Effect of Advertising Dimension on Customers' Purchase Intentions -- 9.5.4 Effect of Advertising Role on Customers' Purchase Intentions -- 9.5.5 Effect of Customers' Satisfaction with Advertising on Customers' Purchase Intentions -- 9.5.6 Holistic Approach: Composite Constructs and Purchase Intentions -- 9.6 Implications -- 9.7 Limitations and Suggestions for Further Studies -- References -- 10 Technology and the Changing Communications Environment -- 10.1 Introduction -- 10.2 Emerging Countries-South Africa and India-An Overview -- 10.2.1 Similarities and Differences in Two Emerging Countries-South Africa and India -- 10.3 Green Technology -- 10.4 Sustainable Development -- 10.4.1 Sustainable Development, Technology and Innovation -- 10.5 Methodology -- 10.6 Part 1-Banking Sector -- 10.6.1 Banking Sector Green Focus in India -- 10.6.2 Banking Sector Green Focus in South Africa -- 10.7 Green Technological Initiatives taken by Indian Banks -- 10.7.1 Public Banks -- 10.7.2 Private Sector Banks. ; 10.7.3 Green Technological Initiatives taken by South African Banks -- 10.8 Strategies for Green Banking -- 10.9 Cloud Computing -- 10.9.1 Disruption of IT in Business -- 10.9.2 Below Poverty Line Market Consumers and Being Green -- 10.9.3 Cloud Computing Direct/Indirect Impact on Green and BOP Segment -- 10.9.4 Cloud Computing Examples -- 10.9.4.1 Internal-CellC Cloud Adaption -- 10.9.4.2 Small Business-FNB Business and for small business Instant Accounting -- 10.9.4.3 Townships in SA-Government and large corporations' initiatives -- 10.10 Conclusion -- References -- 11 Conclusion and Way Forward for Marketing Communications in Emerging Economies -- 11.1 Introduction -- 11.2 Lessons for Emerging Market Practice -- 11.3 Lessons for Academia -- Index.
• Titolo autorizzato: Marketing communications in emerging economies
• ISBN: 3-030-81329-0
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910508436503321
• Lo trovi qui: Univ. Federico II
• Serie: Palgrave studies of marketing in emerging economies.