Marketing Management
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/218
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Item Finding greener grass on the other side of hill: Examining donor perceived brand equity in a moderating role of brand credibility(Asia Pacific Journal of Marketing and Logistics, 2018) Kashif, M.; Fernando, P.M.P.; Samad, S.; Thurasamy, R.Purpose – The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to investigate donor perceived brand equity of charity brands. Design/methodology/approach – In a cross-sectional research design, a survey-based research strategy is followed to collect data from 448 active Muslim donors in Pakistan. The collected data are analysed by employing confirmatory factor analysis based on Smart PLS 2.0. Findings – The results indicate that donor perceived brand association, brand awareness and brand loyalty strongly relate to perceived brand equity of charity brands. The brand credibility moderates the relationship between perceived quality, equity and brand loyalty, and equity paths. Practical implications – The charity brands need to focus on building a strong brand image and reputation to uplift brand credibility which can be achieved by offering training programmes addressing various social causes such as HIV and Cancer prevention. Originality/value – The proposed moderating effects of brand credibility and its application to charity brands operating in an Asian Muslim country context are unique products of this study.Item Re-imagining marketing as societing: A critical appraisal of marketing in a developing country context.(Emerald Publishing Limited, 2017-10-28) Kashif, M.; Fernando, P.M.P.; Altaf, U.; Walsh, J.Purpose Marketing theory and practice is under severe criticism – socialists and the practitioners criticize marketing in its current form which calls for active efforts by marketers to reposition the discipline – making it beneficial to the masses. The Western world is thoroughly investigated based on the opinions of public regarding marketing as a discipline. However, studies which present a non-Western consumer’s attitudes toward the role of marketing in a society are scant. This purpose of this study is to encapsulate Pakistani consumers’ understandings and attitudes toward marketing with an emphasis on their perceptions of the ethicality and transformative power of the discipline. Design/methodology/approach A purposive convenience sample of 40 professionals with diverse non-marketing backgrounds and of the widest possible demographic profile participated in in-depth, unstructured interviews. The content analysis and grounded theory method were used for the analysis. Findings Marketing is appreciated for creating product awareness and, occasionally, combating social problems, but this positive image is clouded by severely criticizing it for promoting materialism, being irritatingly pervasive and pushy, as well as for using unethical and unfair practices. Practical implications The study offers a valuable insight into the discipline’s performative and social legitimation in a fast-growing Asian economy. The authors recommend paths for a positive repositioning of the discipline that will improve its public image and enhance its potential for being recognized as a force for positive social change. Originality/value Further to enhancing our understanding of consumer attitudes toward marketing, this paper’s value lies in it being the first ever exploration of the developing country perspective. Most importantly, it contributes to a debate that could enlighten the much-needed repositioning of marketing as a discipline to make it useful for masses.