Conduit, Jodie
Making a Difference Through Marketing
Part I. Making a Difference—Sponsorship and Sport
1. The Question of Sponsorship Effectiveness
Marc Mazodier
2. Leveraging Research on Activation: Quester and Thompson’s (2001) Impact on the Field of Sponsorship
Francois A. Carrillat, Alain d’Astous
3. Sponsorship-Linked Attitudes of Employees of Sponsoring Firms: SMEs Versus Large Organisations
Aila Khan, Suzan Burton
4. Connected Stadium: A Pillar for Football Clubs’ Marketing Development?
Charles Bal, Nathalie Fleck
Part II. Making a Difference—Social Marketing and Ethics
5. Promoting Public Health: Understanding the Limitations of Marketing Principles and the Need for Alternative Approaches
Simone Pettigrew, Michelle I. Jongenelis
6. Contemporary Young Consumers and Food Consumption—Implications for Social Marketing Research
Liudmila Tarabashkina, Roberta Crouch
7. The Ethicality of Immersive Sponsorship Within a Children’s Edutainment Centre
Damien Arthur
8. Emotional Advertising to Attenuate Compulsive Consumption: Qualitative Insights from Gamblers
Svetlana Vos, Roberta Crouch, Jasmina Ilicic
Part III. Making a Difference—Customers and Brands
9. Revisiting the Long and Winding (Less Travelled) Road: The Road to Chaos in Marketing
Recteur Alexandre Steyer
10. The Case for Altruism in eWoM Motivations
Michelle Killian, John Fahy, Deirdre O’Loughlin
11. Customer Experience of Value in the Service Encounter
Shu-Ching Chen
12. Multiple Celebrity Endorsement
Sik Chuen (Max) Yu, Ravi Pappu
13. Can Country of Origin Branding be a Competitive Advantage for Agri-Products from Emerging Countries?
Amal R. Karunaratna, Roberta Crouch
14. Decomposition of Country of Origin Effects in Education Services: A Conjoint Analysis Approach
Daniel Aruan, Roberta Crouch
Part IV. Making a Difference—University Education and Innovation
15. Knowing Me, Knowing You: Mentorship, Friendship, and Dancing Queens
Vinh N. Lu, Brett Scholz
16. Beyond the Obvious: Facets of Diversity in Marketing Student Groups
Claire Eloise Sherman, Carolin Plewa
17. Student Engagement: A Multiple Layer Phenomenon
Jodie Conduit, Ingo O. Karpen, Francis Farrelly
18. Marketing—Making a Difference for Entrepreneurial Universities
Thomas Baaken, Todd Davey, Sue Rossano
19. Improving Innovation Process Performance and Service Quality in Innovation Networks
Carolin Plewa, Giselle Rampersad, Indrit Troshani, Tobias Kesting
Keywords: Business and Management, Marketing, Business Ethics, Health Promotion and Disease Prevention
- Editor
- Conduit, Jodie
- Plewa, Carolin
- Publisher
- Springer
- Publication year
- 2016
- Language
- en
- Edition
- 1
- Page amount
- 14 pages
- Category
- Economy
- Format
- Ebook
- eISBN (PDF)
- 9789811004643
- Printed ISBN
- 978-981-10-0462-9