Faculty of Management Projects (Master's)

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Browsing Faculty of Management Projects (Master's) by Author "Basil, Debra"

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    Cause-related marketing as a peripheral cue?
    (Lethbridge, Alta. : University of Lethbridge, Faculty of Management, 2002, 2002) Mardian, Neil; University of Lethbridge. Faculty of Management; Basil, Michael D.; Basil, Debra
    Even though cause-related marketing has increased in popularity, academic researchers have only started to examine how consumers respond to it. In this study, the author examines cause-related marketing in combination with two major theories: (1) the prospect theory and, (2) the elaboration likelihood model. The objective of this study was to test for main and interaction effects of CRM, consumer involvement and price of product on consumer attitudes and purchase intentions. The results of this study indicate that there were no significant interactions between price of the product, involvement situation and CRM when in an experimental magazine setting. The major overall finding, which was evident throughout all hypotheses, was that advertisements with a CRM claim were far more effective than advertisements without a CRM claim. Regardless of the price, it appears that cause-related marketing affiliations can substantially influence consumer perceptions and ultimately purchase behaviours. Due to its effectiveness in high involvement situations, these findings suggest that CRM does not operate only as a peripheral cue.
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    Consumer perceptions of company environmental requests : an experimental examination of hotel reuse programs
    (Lethbridge, Alta. : University of Lethbridge, Faculty of Management, 2007, 2007) Shang, Jingzhi; University of Lethbridge. Faculty of Management; Basil, Debra
    Consumer response toward companies’ corporate social responsibility (CSR) efforts has received much attention in the consumption context. However, little is known in the anti-consumption context. The present research studies one anti-consumption CSR program – reusing, which suggests that customers in a hotel use towels and linens more than once in order to reduce the use of fresh water and the generation of waste water. The impact of source credibility, argument strength, and fit on consumer response was assessed. It was found that a high credibility source (i.e., the hotel source) generated less egoistic attributions than a low credibility source (i.e., the Project Planet source). Regardless of the charity type, making a charitable donation can positively influence subjects’ attitudes toward the hotel and value-driven attributions, while negatively influenced egoistic attributions. Moreover, subjects’ perceived strong arguments positively influenced attitude, behavior intention, value-driven, strategic, and stakeholder-driven attributions, while negatively influenced counterarguments.
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    A study of Canadian winery websites : identification of a market integration stage
    (Lethbridge, Alta. : University of Lethbridge, Faculty of Management, 2005, 2005) Zhu, Ying; University of Lethbridge. Faculty of Management; Basil, Debra
    While website features of many kinds have been examined in numerous studies, few of these studies look at the use of websites by combining information technology and marketing perspectives. Also, no industry-specific website stage model has ever been proposed for Canadian wineries in particular. This research attempts to fill this gap by developing such a model. For this purpose, a census of 206 Canadian winery websites was conducted, and content analysis was used on the results. It was hypothesized that a technology-driven model introduced by Rao, Metts and Monge (2003) could be expanded by adding Market Integration as a new stage. Supporting the proposed hypotheses, 93.7% of Canadian wineries were reported to have market integration features on their websites, and the proportion of winery websites possessing such features proved to be greater in each subsequent stage in Rao’s model.