0000000000383398
AUTHOR
Bettina Lis
CSR in Germany: A European Perspective
The chapter starts with a short discussion of the roots of CSR and then analyzes the role of CSR within the European Union. Subsequently, it focuses on CSR in Germany and contends that hardly any independent CSR movement emerged in the country. Instead, Germany mainly adopted impulses from the international and European discussion which were integrated in the already existing social systems and institutions.
No public value without a valued public
This study aims to enlighten the controversial discussion about the term public value in an innovative way. Instead of normative pronouncements and paternalistic posits, this study combines a theoretical, literature-based conception with an empirical quantitative approach. For this, the key term, public value, is split into its constituent parts of customer value and citizen value and is transformed into measurable attributes. By means of a choice-based conjoint analysis on panel data for Germany and the United Kingdom, we explore which performance attributes of public service broadcasters are the most important. Based on the results, we create a conception of public value from the perspect…
What's on TV? The Impact of Brand Image and Celebrity Credibility on Television Consumption from an Ingredient Branding Perspective
Today's multichannel, multimedia marketing environment presents a new layer of challenges. New demands from potential television viewers translate directly into the need of the creation and development of effective marketing strategies for the television (TV) market. This study proposes and validates a research model that analyzes an individual's TV show consumption by testing the impact of brand image and celebrity credibility. Based on the theoretical discussion, hypotheses were derived and tested with structural equation modeling on a basis of 306 consumers. Generally, the article provides evidence that brand image is the driving force in the explanation of a viewer's motivation to consu…
Die digitale Mundpropaganda (Electronic Word-of-Mouth)
Die Durchsetzung des Web 2.0 verschaffte dem Thema Mundpropaganda eine neue Aktualitat. So ermoglicht der Einzug der internetbasierten Kommunikation eine um ein Vielfaches erhohte Diffusion der Informationen im Vergleich zum traditionellen WOM. Die digitale Mundpropaganda, electronic Word-of- Mouth (kurz EWOM), erlangte in diesem Zusammenhang eine grose Bedeutung. Erstmalig wird das Phanomen in der englischsprachigen Literatur von Stauss (2000) unter der Bezeichnung „internet customer communication“ erwahnt. Eine ausfuhrliche und spezifische Definition liefern Hennig-Thurau et al. (2004).
The relevance of corporate social responsibility for a sustainable human resource management: An analysis of organizational attractiveness as a determinant in employees' selection of a (potential) employer
Corporate Social Responsibility (CSR) has become a central issue of business management in recent years. This study aims to add to the literature by pointing out the relevance of CSR for a Sustainable Human Resource Management (HRM). In particular this research investigates job seekers’ perceptions of CSR. The paper focuses on the importance of CSR with in the process of selecting potential employers by analyzing the impact of four different CSR-dimensions upon organizational attractiveness. To address this issue, a policy-capturing study was conducted. Generally the paper provides evidence that each aspect of CSR has a specific effect on organizational attraction. Referring to Sustainable …
Normative soziale Einflüsse
Bislang wurden Faktoren in Betracht gezogen, die die informationale Determinanten der Glaubwurdigkeit darstellen. In Argumentation mit der Dualen-Prozess-Theorie kann jedoch davon ausgegangen werden, dass nicht nur informationale Einflusse die Glaubwurdigkeit von Online-Rezensionen beeinflussen, sondern vielmehr auch normative Einflusse vorliegen (Deutsch & Gerrard, 1955). Normativer Einfluss besteht im Kontext der Mundpropaganda immer dann, wenn dem Sender die Meinungen und Ansichten anderer Personen vorliegen (Kaplan & Miller, 1987). Im Online-Kontext stellt bspw.
Die klassische Mundpropaganda (Word- of-Mouth)
Dem Phanomen der klassischen Mund-zu-Mund-Propaganda (Word-of-Mouth) wird seit Jahren grose Aufmerksamkeit gewidmet. Word-of-Mouth (WOM), oder auch Mundpropaganda, stellt eine spezielle Form des sozialen Einflusses im Konsumentenverhalten dar und zahlt zu den etablierten Ansatzen im Bezug auf die Ubermittlung von Produktinformationen (Arndt, 1967a). Im Mittelpunkt der WOM-Kommunikation steht die Ubermittlung von Produktinformationen. Empfehlungen fur potentielle Kunden werden in diesem Zusammenhang aus der subjektiven Konsumentensicht mitgeteilt (Park & Kim, 2008).