Faculty of Management Projects (Master's)

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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.
An experimental comparison of celebrity spokespersons' credibility, attractiveness, expertise, and identification on attitudes toward the ads and future interest
(Lethbridge, Alta. : University of Lethbridge, Faculty of Management, 2005, 2005) Zhao, Jing; University of Lethbridge. Faculty of Management; Basil, Michael D.
This study examines several attributes of celebrity spokespersons in advertising. More specifically, credibility, attractiveness, expertise and identification with the celebrity are examined with regard to attitudes toward the ads and future interest in the product or service. The hypotheses imply that celebrity endorsers’ credibility, attractiveness, expertise, and identification with the viewers enhance the attitudes toward the ads and future interest in the product or service. Results showed that perceived expertise and identification had significant effects on both attitudes toward the ads and future interest in the product or service. Increased credibility had significant effects on future interest about the product of service but not on attitudes toward the ads, while increased attractiveness had significant effects on attitudes toward the ads but not on future interest about the product or service. Implications of advertising strategy and limitations of this research were discussed.
Relational orientation in consumer purchase intentions : brick-and-mortar vs. e-commerce shopping environments
(Lethbridge, Alta. : University of Lethbridge, Faculty of Management, 2003, 2003) Risse, Bernhard; University of Lethbridge. Faculty of Management; Basil, Michael D.
Building lasting customer relationships is a central goal for companies in today’s business world. While numerous studies deal with the construct of relationship as objective it has also been suggested that relationships are very subjective and based on individual perceptions. This study puts the emphasis on the concept of relational orientation as an individual difference that influences the customers’ view of relationships. The study compares individual preferences and influences across the two shopping environments, Brick & Mortar and E-Commerce. Relational Orientation was found to be a moderating factor in the relationship development process, mainly influencing the effects of trust.
Sexual appeals in social marketing : the influence of feminism and sexual attitude
(Lethbridge, Alta. : University of Lethbridge, Faculty of Management, c2008, 2008) Aspen, Cathy J.; Basil, Michael D.; Deshpande, Sameer
This study examined how females react to the use of sexual appeals in a social marketing context. Sexual appeal was operationalized as the use of female models who are suggestively dressed. Outcome variables, offensiveness, attitude towards the ad and behaviour intention were tested. Feminism and sexual attitude were included as moderators. Three phases were conducted: pretest, short interviews and main study. The pretest and main study used a within study experimental design. Two hundred and nineteen women participated in the main study. It was discovered that overall individuals are offended by the use of suggestiveness, have a lower attitude towards the ad and are less inclined to perform the proposed behaviour. Feminism had no influence on an individual’s reaction while sexual attitude only influenced offensiveness. This study has implications for social marketers who currently use sexual appeals to promote their behaviour as sexual appeals could results in a negative effect.