| Autor: |
Lučić, Andrea, Uzelac, Marija |
| Předmět: |
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| Zdroj: |
Corporate Communications: An International Journal; 2024, Vol. 29 Issue 2, p187-205, 19p |
| Abstrakt: |
Purpose: The study aims to analyse the possibilities of positioning the anti-consumption through different communication appeals. It analyses commercial and social marketing campaigns in the global context, with the aim to recommend communication guidelines to empower anti-consumption among different industries. Design/methodology/approach: The study conducted a qualitative content analysis of marketing communication focused on anti-consumption promotion. Findings: The results bring a comprehensive overview of possible communication appeals of anti-consumption and prove feasibility of their implementation. The analysis of used appeals leads to recommendations for developing effective marketing communication for promoting anti-consumption. Practical implications: The recommendations can serve both for-profit and non-profit organization as a showcase to discover the idea of anti-consumption as communication appeals. By empowering anti-consumption, consumers could reach personal welfare and participate in social equilibrium. Also, the study brings recommendations for further research considering the evaluation of the implemented strategies. Originality/value: The study covers a gap in published literature focusing on comprehensive analysis of existing anti-consumption marketing communication strategies and appeals and brings an overview of potential strategies for empowering anti-consumption among modern consumers. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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