Volume 10 -
MEJDS (2020) 10: 135 |
Back to browse issues page
1- Department of Management, Yazd Branch, Islamic Azad University
Abstract: (4012 Views)
Background & Objectives: Preventing domestic violence against women requires implementing efficient techniques, including effective advertising campaigns. Cause–Related Marketing (CRM), as the basis for allocating part of the financial resources of businesses to good deeds, was invented in the United States in 1983. Besides, CRM has been considered in Iran since 2005; it has currently been addressed in governments' programs to prevent social harm. Due to the importance of attracting individuals’ attention and promoting brand image, businesses have become interested in this method of marketing and campaigning in the field of human social issues. The current study aimed to qualitatively analyze the research conducted in the field of CRM to identify its main incentives for combating domestic violence against women.
Methods: The present study was mixed research based on an interpretive paradigm and it was developmental research conducted as a library and field study. Accordingly, we conducted a systematic review. For this purpose, we searched the keywords "cause–related marketing" and "supportive marketing" in reputable scientific domestic databases, including SID, Civilica, Magiran, Element, and IranDoc from 2005 to 2018. Of the 182 articles published in Iranian scientific journals, 32 papers met the inclusion criteria of the research. Furthermore, by carefully studying them, CRM incentives were extracted and screened. In this research, using the meta–synthesis method, according to the seven–step model of Sandlowski and Barroso, 59 codes were obtained through coding with Maxqda software. Using Cohen's Kappa coefficient, the reliability of the research was established and its validity was approved through the triangulation method. Codes from a comprehensive review of articles were presented as the main incentives of CRM in the form of a practical model for combating domestic violence against women. Then, employing the fuzzy Delphi technique, these incentives were adapted to domestic violence programs against women. Besides, through interpretive structural modeling, using MicMac software, and by conducting interviews with experts, these incentives were prioritized.
Results: The success of home violence prevention campaigns requires the strengthening of the cognitive and behavioral responses of the individuals exposed to the campaign. The individuals' responses are influenced by variables, such as the characteristics of the advertising campaign, the individuals' perception of the campaign manager's responsibility, trust and attitude toward advertising, the individuals' psychological and demographic characteristics, and the appropriateness of the advertising campaign to society's culture and norms. The individual's sense of benevolence and moral judgment also plays a mediating role in this respect.
Conclusion: To prevent domestic violence against women, businesses’ cooperation could be used in the form of CRM programs. The development and implementation of advertising campaigns to prevent domestic violence could improve individuals’ behavior; subsequently, it could improve the reputation of businesses and enhance their brand value in individuals. Governments could also address the significant potential of this novel approach to developing more effective social harm prevention programs.
Methods: The present study was mixed research based on an interpretive paradigm and it was developmental research conducted as a library and field study. Accordingly, we conducted a systematic review. For this purpose, we searched the keywords "cause–related marketing" and "supportive marketing" in reputable scientific domestic databases, including SID, Civilica, Magiran, Element, and IranDoc from 2005 to 2018. Of the 182 articles published in Iranian scientific journals, 32 papers met the inclusion criteria of the research. Furthermore, by carefully studying them, CRM incentives were extracted and screened. In this research, using the meta–synthesis method, according to the seven–step model of Sandlowski and Barroso, 59 codes were obtained through coding with Maxqda software. Using Cohen's Kappa coefficient, the reliability of the research was established and its validity was approved through the triangulation method. Codes from a comprehensive review of articles were presented as the main incentives of CRM in the form of a practical model for combating domestic violence against women. Then, employing the fuzzy Delphi technique, these incentives were adapted to domestic violence programs against women. Besides, through interpretive structural modeling, using MicMac software, and by conducting interviews with experts, these incentives were prioritized.
Results: The success of home violence prevention campaigns requires the strengthening of the cognitive and behavioral responses of the individuals exposed to the campaign. The individuals' responses are influenced by variables, such as the characteristics of the advertising campaign, the individuals' perception of the campaign manager's responsibility, trust and attitude toward advertising, the individuals' psychological and demographic characteristics, and the appropriateness of the advertising campaign to society's culture and norms. The individual's sense of benevolence and moral judgment also plays a mediating role in this respect.
Conclusion: To prevent domestic violence against women, businesses’ cooperation could be used in the form of CRM programs. The development and implementation of advertising campaigns to prevent domestic violence could improve individuals’ behavior; subsequently, it could improve the reputation of businesses and enhance their brand value in individuals. Governments could also address the significant potential of this novel approach to developing more effective social harm prevention programs.
Keywords: Domestic violence, Cause–Related marketing, Meta–Synthesis, Interpretive Structural Modeling (ISM).
Type of Study: Meta Analysis Article |
Subject:
Social Sciences
References
1. Azghadi Hasanpoor B, Simbar M, Kermani M. Domestic Violence against women: Review of theories, prevalence and its effective factors. Advances in Nursing & Midwifery. 2011;20(73):45–52. [Persian] [Article]
2. Tinglöf S, Högberg U, Lundell IW, Svanberg AS. Exposure to violence among women with unwanted pregnancies and the association with post-traumatic stress disorder, symptoms of anxiety and depression. Sex Reprod Healthc. 2015;6(2):50–3. [DOI]
3. Sharbatian MH, Danesh P, Tavafi P. Sociological analysis of domestic violence against women and its impact on the sense of security(Case study 18 women 54 years in miyaneh). Strategic Rssearch on Social Problems in Iran University of Isfahan. 2017;6(1):47–72. [Persian] [DOI]
4. Noshirvani Sharifabad M, Fallah MH, Sedrpoushan N, Vaziri S. battered woman syndrome as a consequence of domestic violence against women in Yazd: A Qualitative Study. Middle Eastern Journal of Disability Studies. 2020;10:34. [Persian] [Article]
5. Rah Kesha H. The role of government intervention in domestic violence against women in terms of human rights. Women's Rights Protection Quarterly. 2016;4(2):121–49. [Persian]
6. Potter SJ, Moynihan MM, Stapleton JG. Using social self-identification in social marketing materials aimed at reducing violence against women on campus. J Interpers Violence. 2011;26(5):971–90. [DOI]
7. Lee A, Coles J, Lee S, Kulkarni J. Primary healthcare practitioners’ screening practices and attitudes towards women survivors of child abuse. Ment Health Fam Med. 2012;9(3):181–9.
8. Khanjarkhani Z, Nasrabadi B, Ebrahimi Dinani A. Types of Interdisciplinary Studies in Higher Education. Interdisciplinary Studies in the Humanities. 2010;2(1):167–86. [Persian] [DOI]
9. Nan X, Heo K. Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing. Journal of Advertising. 2007;36(2):63–74. [DOI]
10. Singh S, Kristensen L, Villaseñor E. Overcoming skepticism towards cause related claims: the case of Norway. Chao P, editor. International Marketing Review. 2009;26(3):312–26. [DOI]
11. Nilsson C, Rahmani Sh. Cause related marketing from a Swedish retail perspective [Thesis for Bachelor in Marketing]. [Lulea, Sweden]: Department of Business Administration and Social Sciences, Luleå University of Technology; 2007, pp:35–71.
12. Kotler P, Lee N. Corporate Social Responsibility: doing the most good for your company and your cause. Academy of Management Perspectives. 2006;20(2):90–3. [DOI]
13. Berglind M, Nakata C. Cause-related marketing: More buck than bang? Business Horizons. 2005;48(5):443–53. [DOI]
14. Wilkinson C, Banet-Weiser S. Authentic TM the Politics of Ambivalence in a Brand Culture. Journal of Consumer Culture. 2014;14(1):129–31. [DOI]
15. He H, Zhu W, Gouran D, Kolo O. Moral identity centrality and cause-related marketing: The moderating effects of brand social responsibility image and emotional brand attachment. European Journal of Marketing. 2016;50(1/2):236–59. [DOI]
16. Lafferty BA, Edmondson DR. A note on the role of cause type in cause-related marketing. Journal of Business Research. 2014;67(7):1455–60. [DOI]
17. Heydari J, Mosanna Z. Coordination of a sustainable supply chain contributing in a cause-related marketing campaign. Journal of Cleaner Production. 2018;200:524–32. [DOI]
18. Simmons CJ, Becker-Olsen KL. Achieving Marketing Objectives through Social Sponsorships. Journal of Marketing. 2006;70(4):154–69. [DOI]
19. Samu S, Wymer W. The effect of fit and dominance in cause marketing communications. Journal of Business Research. 2009;62(4):432–40. [DOI]
20. van den Brink D, Odekerken-Schröder G, Pauwels P. The effect of strategic and tactical cause‐related marketing on consumers’ brand loyalty. Journal of Consumer Marketing. 2006;23(1):15–25. [DOI]
21. Kim H, Kim J, Han W. The effects of cause-related marketing on company and brand attitudes. Seoul Journal of Business. 2005;11(2):83–117.
22. Arora N, Henderson T. Embedded Premium Promotion: Why it works and how to make it more effective. Marketing Science. 2007;26(4):514–31. [DOI]
23. Vanhamme J, Grobben B. “Too Good to be True!”. The Effectiveness of CSR History in Countering Negative Publicity. J Bus Ethics. 2008;85(2):273. [DOI]
24. Basil DZ, Weber D. Values motivation and concern for appearances: the effect of personality traits on responses to corporate social responsibility. Int J Nonprofit Volunt Sect Mark. 2006;11(1):61–72. [DOI]
25. Tangari AH, Folse JAG, Burton S, Kees J. The moderating influence of consumers’ temporal orientation on the framing of societal needs and corporate responses in cause-related marketing campaigns. Journal of Advertising. 2010;39(2):35–50. [DOI]
26. Chang C-T, Cheng Z-H. Tugging on Heartstrings: Shopping Orientation, Mindset, and Consumer Responses to Cause-Related Marketing. J Bus Ethics. 2015;127(2):337–50. [DOI]
27. Melero I, Montaner T. Cause-related marketing: An experimental study about how the product type and the perceived fit may influence the consumer response. European Journal of Management and Business Economics. 2016;25(3):161–7. [DOI]
28. Ries A, Trout J, Kotler P. Positioning: The Battle for Your Mind. Ghotb T. (Persian translator). Tehran: Siteh Pub;2017, pp:15–22.
29. Sutherland M. Advertising and the Mind of the Consumer. Ghorbanloo S. (Persian translator). Tehran: Moballeghan Pub; 2015, pp:29–47.
30. Bench S, Day T. The user experience of critical care discharge: a meta-synthesis of qualitative research. Int J Nurs Stud. 2010;47(4):487–99. [DOI]
31. Sandelowski M, Barroso J, Voils CI. Using qualitative metasummary to synthesize qualitative and quantitative descriptive findings. Res Nurs Health. 2007;30(1):99–111. [DOI]
32. Landis JR, Koch GG. The measurement of observer agreement for categorical data. Biometrics. 1977;33(1):159–74.
33. Critcher C, Gladstone B. Utilizing the delphi technique in policy discussion: a case study of a privatized utility in Britain. Public Administration. 1998;76(3):431–49. [DOI]
34. Jalali R. Qualitative research sampling. Journal of Qualitative Research in Health Sciences. 2013;1(4):310–20. [Persian] [Article]
35. Danaei-fard H, Mozaffari Z. Ertegha ravaie va payaie dar pajoohesh-haye keyfi modiriyati: ta’amoli bar strategi-haye momayezi pajooheshi [Promoting validity and reliability in quality management methods]. Public Management Research. 2009;1(1):131–62. [Persian]
36. Thakkar J, Kanda A, Deshmukh SG. Interpretive structural modeling (ISM) of IT‐enablers for Indian manufacturing SMEs. Information Management & Computer Security. 2008;16(2):113–36. [DOI]
37. Soltani M, Kordnaeij A, Ayoubi Yazdi H. An experimental study on the role of transparency and accessibility on cognitive, affective and conative aspects of consumer response in cause related marketing. Brand Management. 2018;5(3):139–70. [Persian] [DOI]
38. Ebrahimi A, Roodani A. The role of ethical marketing on food consumers purchase behavior. Journal of Ethics in Scince and Technology. 2011;4(1):29–39. [Persian]
| Rights and permissions | |
 |
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |