COMMUNICATING THE FAIR TRADE MESSAGE: THE ROLES OF REPUTATION AND FIT
| Autor: | Jos Bartels, Chrissie Broersen, Machiel J. Reinders, Sarah Hendriks |
|---|---|
| Přispěvatelé: | Language, Communication and Cognition |
| Rok vydání: | 2018 |
| Předmět: |
Electronic word of mouth
CORPORATE SOCIAL-RESPONSIBILITY media_common.quotation_subject ATTRIBUTIONS Word of mouth BRAND 050801 communication & media studies WASS WILLINGNESS-TO-PAY fit scepticism 0508 media and communications Willingness to pay SCALE DEVELOPMENT WORD-OF-MOUTH 0502 economics and business CUSTOMER-COMPANY IDENTIFICATION Consument & Keten CONSUMER RESPONSES Skepticism media_common Marketing CSR INITIATIVES business.industry Communication 05 social sciences consumer-brand identification Advertising Fair trade reputation ANTECEDENTS Fair trade electronic word-of-mouth Corporate social responsibility 050211 marketing Business Attribution Consumer and Chain Reputation |
| Zdroj: | International journal of advertising. NTC Publications Ltd. International Journal of Advertising 39 (2020) 4 International Journal of Advertising, 39(4), 523-547 |
| ISSN: | 2288-825X 0265-0487 |
| Popis: | This study examines the extent to which a company's fair trade reputation, and the fit between this reputation and the company's communicated fair trade message, influences consumer scepticism and positive electronic word-of-mouth. The results of two experiments show that a previous fair trade reputation has a direct and indirect effect, via consumer brand identification, on consumer scepticism. Moreover, the fit between the reputation and the communicated message seems to affect scepticism only when the communicated message is perceived as realistic. In industries with poor fair trade reputations (Study 1), the fit does not seem to have an effect on scepticism, while the fit influences scepticism in industries with a certain reputation history for fair trade (Study 2). Scepticism and consumer brand identification play an important mediating role in the relation among reputation, fit and consumers' electronic word-of-mouth intentions. Therefore, we conclude that communicating fair trade initiatives not only can be a rewarding effort but also seems to be a delicate matter. |
| Databáze: | OpenAIRE |
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