Subject & Research Guides: PRME: Articles, Papers & Reports

Marketing Articles, Papers and Reports

Nyilasy, Gergely, et al. “Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions.” Journal of Business Ethics, vol. 125, no. 4, 2014, pp. 693–707.
The current study investigates the effects of green advertising and a corporation’s environmental performance on brand attitudes and purchase intentions. A 3 × 3 (firm’s environmental performance and its advertising efforts as independent variables) experiment using n = 302 subjects was conducted. Results indicate that the negative effect of a firm’s low performance on brand attitudes becomes stronger in the presence of green advertising compared to general corporate advertising and no advertising. Further, when the firm’s environmental performance is high, both green and general corporate advertising result in more unfavorable brand attitudes than no advertising. The study’s counter-intuitive findings are explained by attribution theory.
SDG Topics: Sustainable Cities & Communities / Responsible Consumption & Production / Climate Action / Life Below Water / Life On Land / Peace, Justice & Strong Institutions.
Beverland, Michael. "Can Cooperatives Brand? Exploring the Interplay between Cooperative Structure and Sustained Brand Marketing Success." Food Policy 32.4 (2007): 480-95. Web.
The marketing of much New Zealand farm produce has often been left in the hands of farmer/grower co-operatives. Increasingly concerns have been raised about the effectiveness of such structures. Marketers have identified the need for cooperatives to move from a farmer centric to a market centric approach. However, questions have been raised about the viability of traditional cooperative arrangements to support a market-oriented strategy. This article examines the ability of traditional and new generation co-operatives to develop and support market-based assets including brands and long-term relationships with channel buyers in order to develop a sustainable position for their members and increase returns. The findings suggest that traditional cooperatives may be able to develop innovative marketing programs but struggle to support them over the long-term due to problems in ownership structures. The new generation co-operatives studied had more sustained long-term success, as members were able to capture the equity of intangible assets such as brand value, thus ensuring they undertook actions (such as channel support) consistent with building a sustainable long-term positioning.
SDG Topics: No Poverty / Decent Work & Economic Growth / Reduced Inequalities / Responsible Consumption & Production / Peace, Justice & Strong Institutions.
B. Hutchinson, David, et al. “Towards a Model of Conscientious Corporate Brands: a Canadian Study.” Journal of Business &Amp; Industrial Marketing, vol. 28, no. 8, 2013, pp. 687–695.
This paper attempts to validate a conceptual model for conscientious corporate brands (CCB) by exploring environmental and climate change issues together with perceptions of the internal and external effectiveness of corporate codes of ethics as dimensions of CCBs. By surveying organizations, the paper attempts to extend and validate previous research in ethical branding by proposing an additional empirically grounded conceptual model of “the conscientious dimension” of corporate brands. The CCB model was tested on a sample of small-, medium- and large-sized companies in Canada, which may indicate less generalizability to larger companies or in other countries and contextual settings.
SDG Topics: Industry, Innovation & Infrastructure / Responsible Consumption & Production / Climate Action.

B. Hutchinson, David, et al. “Towards a Model of Conscientious Corporate Brands: a Canadian Study.” Journal of Business &Amp; Industrial Marketing, vol. 28, no. 8, 2013, pp. 687–695.
This paper attempts to validate a conceptual model for conscientious corporate brands (CCB) by exploring environmental and climate change issues together with perceptions of the internal and external effectiveness of corporate codes of ethics as dimensions of CCBs. By surveying organizations, the paper attempts to extend and validate previous research in ethical branding by proposing an additional empirically grounded conceptual model of “the conscientious dimension” of corporate brands. The CCB model was tested on a sample of small-, medium- and large-sized companies in Canada, which may indicate less generalizability to larger companies or in other countries and contextual settings.
SDG Topics: Industry, Innovation & Infrastructure / Responsible Consumption & Production / Climate Action.

Nyilasy, Gergely, et al. “Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions.” Journal of Business Ethics, vol. 125, no. 4, 2014, pp. 693–707.
The current study investigates the effects of green advertising and a corporation’s environmental performance on brand attitudes and purchase intentions. A 3 × 3 (firm’s environmental performance and its advertising efforts as independent variables) experiment using n = 302 subjects was conducted. Results indicate that the negative effect of a firm’s low performance on brand attitudes becomes stronger in the presence of green advertising compared to general corporate advertising and no advertising. Further, when the firm’s environmental performance is high, both green and general corporate advertising result in more unfavorable brand attitudes than no advertising. The study’s counter-intuitive findings are explained by attribution theory.
SDG Topics: Sustainable Cities & Communities / Responsible Consumption & Production / Climate Action / Life Below Water / Life On Land / Peace, Justice & Strong Institutions.
Wells, V. K.; Ponting, C. A. & Peattie, K. (2011). "Behaviour and climate change: Consumer perceptions of responsibility". Journal of Marketing Management, Vol. 27(7-8), p.808-833.
This paper explores the under-researched notion of consumer responsibility, a potentially significant influence on consumer behaviour that marketers and policymakers may be able to harness as they attempt to respond to environmental challenges such as climate change. The paper uses data derived from a commercially motivated survey ( n = 1513) to explore domestic consumption behaviours most closely associated with the issue of disruptive climate change. A measure of 'General Environmental Responsiveness' (GER) is used to test: (1) the effects of consumers both taking responsibility for their actions and placing responsibility on others for the consequences of their consumption behaviour; and (2) whether sociodemographic variables can aid the targeting of consumers by the level and type of responsibility and pro-environmental behavioural intentions expressed. The study's findings demonstrate clear, if not strong, relationships between consumer conceptions of responsibilities for causing and tackling climate change and environment-related consumer behaviour.
SDG Topics: Sustainable Cities & Communities / Responsible Consumption & Production / Climate Action.
Mariadoss, et al. “Marketing Capabilities and Innovation-Based Strategies for Environmental Sustainability: An Exploratory Investigation of B2B Firms.” Industrial Marketing Management, vol. 40, no. 8, 2011, pp. 1305–1318.
While emerging literature on sustainability shows that environmentally responsible strategies can contribute to competitive advantage and enhanced financial performance, little is known about specific marketing capabilities that lead to sustainable consumption behavior, and whether implementing such strategies leads to firm competitive advantage. Using the case method approach, this study explores marketing-related strategies and practices pertaining to sustainable consumption as reported by leading sustainable firms in the B2B context.
SDG Topics: Industry, Innovation & Infrastructure / Sustainable Cities & Communities / Responsible Consumption & Production / Climate Action / Partnerships for the Goals.

Beverland, Michael. "Can Cooperatives Brand? Exploring the Interplay between Cooperative Structure and Sustained Brand Marketing Success." Food Policy 32.4 (2007): 480-95. Web.
The marketing of much New Zealand farm produce has often been left in the hands of farmer/grower co-operatives. Increasingly concerns have been raised about the effectiveness of such structures. Marketers have identified the need for cooperatives to move from a farmer centric to a market centric approach. However, questions have been raised about the viability of traditional cooperative arrangements to support a market-oriented strategy. This article examines the ability of traditional and new generation co-operatives to develop and support market-based assets including brands and long-term relationships with channel buyers in order to develop a sustainable position for their members and increase returns. The findings suggest that traditional cooperatives may be able to develop innovative marketing programs but struggle to support them over the long-term due to problems in ownership structures. The new generation co-operatives studied had more sustained long-term success, as members were able to capture the equity of intangible assets such as brand value, thus ensuring they undertook actions (such as channel support) consistent with building a sustainable long-term positioning.
SDG Topics: No Poverty / Decent Work & Economic Growth / Reduced Inequalities / Responsible Consumption & Production / Peace, Justice & Strong Institutions.

Nyilasy, Gergely, et al. “Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions.” Journal of Business Ethics, vol. 125, no. 4, 2014, pp. 693–707.
The current study investigates the effects of green advertising and a corporation’s environmental performance on brand attitudes and purchase intentions. A 3 × 3 (firm’s environmental performance and its advertising efforts as independent variables) experiment using n = 302 subjects was conducted. Results indicate that the negative effect of a firm’s low performance on brand attitudes becomes stronger in the presence of green advertising compared to general corporate advertising and no advertising. Further, when the firm’s environmental performance is high, both green and general corporate advertising result in more unfavorable brand attitudes than no advertising. The study’s counter-intuitive findings are explained by attribution theory.
SDG Topics: Sustainable Cities & Communities / Responsible Consumption & Production / Climate Action / Life Below Water / Life On Land / Peace, Justice & Strong Institutions.
Beverland, Michael. "Can Cooperatives Brand? Exploring the Interplay between Cooperative Structure and Sustained Brand Marketing Success." Food Policy 32.4 (2007): 480-95. Web.
The marketing of much New Zealand farm produce has often been left in the hands of farmer/grower co-operatives. Increasingly concerns have been raised about the effectiveness of such structures. Marketers have identified the need for cooperatives to move from a farmer centric to a market centric approach. However, questions have been raised about the viability of traditional cooperative arrangements to support a market-oriented strategy. This article examines the ability of traditional and new generation co-operatives to develop and support market-based assets including brands and long-term relationships with channel buyers in order to develop a sustainable position for their members and increase returns. The findings suggest that traditional cooperatives may be able to develop innovative marketing programs but struggle to support them over the long-term due to problems in ownership structures. The new generation co-operatives studied had more sustained long-term success, as members were able to capture the equity of intangible assets such as brand value, thus ensuring they undertook actions (such as channel support) consistent with building a sustainable long-term positioning.
SDG Topics: No Poverty / Decent Work & Economic Growth / Reduced Inequalities / Responsible Consumption & Production / Peace, Justice & Strong Institutions.
Kennedy, and Laczniak. “Indigenous Intellectual Property Rights: Ethical Insights for Marketers.” Australasian Marketing Journal (AMJ), vol. 22, no. 4, 2014, pp. 307–313.
This article discusses the ethicality of the use of Indigenous People's intellectual property (IIP) by Marketers and Retailers. The discussion is limited to non-biological IIP which includes Indigenouscultural artefacts, myths, designs and songs (among other aspects) which are often free to be exploited by marketers for business' gain. A review of international intellectual property law provides a base to understand first the legality of Marketer's use of IIP.
SDG Topics: Decent Work & Economic Growth / Reduced Inequalities / Responsible Consumption & Production / Peace, Justice & Strong Institutions.
B. Hutchinson, David, et al. “Towards a Model of Conscientious Corporate Brands: a Canadian Study.” Journal of Business &Amp; Industrial Marketing, vol. 28, no. 8, 2013, pp. 687–695.
This paper attempts to validate a conceptual model for conscientious corporate brands (CCB) by exploring environmental and climate change issues together with perceptions of the internal and external effectiveness of corporate codes of ethics as dimensions of CCBs. By surveying organizations, the paper attempts to extend and validate previous research in ethical branding by proposing an additional empirically grounded conceptual model of “the conscientious dimension” of corporate brands. The CCB model was tested on a sample of small-, medium- and large-sized companies in Canada, which may indicate less generalizability to larger companies or in other countries and contextual settings.
SDG Topics: Industry, Innovation & Infrastructure / Responsible Consumption & Production / Climate Action.
Human Rights, Access to Medicines, and the Pharmaceutical Industry (2011)
There are many barriers preventing the world’s poorest and most disadvantaged from achieving their rights to adequate healthcare. Under the UN Guiding Principles for Business and Human Rights many of these fall under governments’ duty to protect. This Good Practice Note illustrates a number of different ways in which responsible businesses can support the UN goals in this area.
SDG Topics: Good Health and Wellness / Decent Work and Economic Growth / Partners for the Goals.
Mariadoss, et al. “Marketing Capabilities and Innovation-Based Strategies for Environmental Sustainability: An Exploratory Investigation of B2B Firms.” Industrial Marketing Management, vol. 40, no. 8, 2011, pp. 1305–1318.
While emerging literature on sustainability shows that environmentally responsible strategies can contribute to competitive advantage and enhanced financial performance, little is known about specific marketing capabilities that lead to sustainable consumption behavior, and whether implementing such strategies leads to firm competitive advantage. Using the case method approach, this study explores marketing-related strategies and practices pertaining to sustainable consumption as reported by leading sustainable firms in the B2B context.
SDG Topics: Industry, Innovation & Infrastructure / Sustainable Cities & Communities / Responsible Consumption & Production / Climate Action / Partnerships for the Goals.

Kennedy, and Laczniak. “Indigenous Intellectual Property Rights: Ethical Insights for Marketers.” Australasian Marketing Journal (AMJ), vol. 22, no. 4, 2014, pp. 307–313.
This article discusses the ethicality of the use of Indigenous People's intellectual property (IIP) by Marketers and Retailers. The discussion is limited to non-biological IIP which includes Indigenouscultural artefacts, myths, designs and songs (among other aspects) which are often free to be exploited by marketers for business' gain. A review of international intellectual property law provides a base to understand first the legality of Marketer's use of IIP.
SDG Topics: Decent Work & Economic Growth / Reduced Inequalities / Responsible Consumption & Production / Peace, Justice & Strong Institutions.

Kennedy, and Laczniak. “Indigenous Intellectual Property Rights: Ethical Insights for Marketers.” Australasian Marketing Journal (AMJ), vol. 22, no. 4, 2014, pp. 307–313.
This article discusses the ethicality of the use of Indigenous People's intellectual property (IIP) by Marketers and Retailers. The discussion is limited to non-biological IIP which includes Indigenouscultural artefacts, myths, designs and songs (among other aspects) which are often free to be exploited by marketers for business' gain. A review of international intellectual property law provides a base to understand first the legality of Marketer's use of IIP.
SDG Topics: Decent Work & Economic Growth / Reduced Inequalities / Responsible Consumption & Production / Peace, Justice & Strong Institutions.
Beverland, Michael. "Can Cooperatives Brand? Exploring the Interplay between Cooperative Structure and Sustained Brand Marketing Success." Food Policy 32.4 (2007): 480-95. Web.
The marketing of much New Zealand farm produce has often been left in the hands of farmer/grower co-operatives. Increasingly concerns have been raised about the effectiveness of such structures. Marketers have identified the need for cooperatives to move from a farmer centric to a market centric approach. However, questions have been raised about the viability of traditional cooperative arrangements to support a market-oriented strategy. This article examines the ability of traditional and new generation co-operatives to develop and support market-based assets including brands and long-term relationships with channel buyers in order to develop a sustainable position for their members and increase returns. The findings suggest that traditional cooperatives may be able to develop innovative marketing programs but struggle to support them over the long-term due to problems in ownership structures. The new generation co-operatives studied had more sustained long-term success, as members were able to capture the equity of intangible assets such as brand value, thus ensuring they undertook actions (such as channel support) consistent with building a sustainable long-term positioning.
SDG Topics: No Poverty / Decent Work & Economic Growth / Reduced Inequalities / Responsible Consumption & Production / Peace, Justice & Strong Institutions.

Mariadoss, et al. “Marketing Capabilities and Innovation-Based Strategies for Environmental Sustainability: An Exploratory Investigation of B2B Firms.” Industrial Marketing Management, vol. 40, no. 8, 2011, pp. 1305–1318.
While emerging literature on sustainability shows that environmentally responsible strategies can contribute to competitive advantage and enhanced financial performance, little is known about specific marketing capabilities that lead to sustainable consumption behavior, and whether implementing such strategies leads to firm competitive advantage. Using the case method approach, this study explores marketing-related strategies and practices pertaining to sustainable consumption as reported by leading sustainable firms in the B2B context.
SDG Topics: Industry, Innovation & Infrastructure / Sustainable Cities & Communities / Responsible Consumption & Production / Climate Action / Partnerships for the Goals.
Beverland, Michael. "Can Cooperatives Brand? Exploring the Interplay between Cooperative Structure and Sustained Brand Marketing Success." Food Policy 32.4 (2007): 480-95. Web.
The marketing of much New Zealand farm produce has often been left in the hands of farmer/grower co-operatives. Increasingly concerns have been raised about the effectiveness of such structures. Marketers have identified the need for cooperatives to move from a farmer centric to a market centric approach. However, questions have been raised about the viability of traditional cooperative arrangements to support a market-oriented strategy. This article examines the ability of traditional and new generation co-operatives to develop and support market-based assets including brands and long-term relationships with channel buyers in order to develop a sustainable position for their members and increase returns. The findings suggest that traditional cooperatives may be able to develop innovative marketing programs but struggle to support them over the long-term due to problems in ownership structures. The new generation co-operatives studied had more sustained long-term success, as members were able to capture the equity of intangible assets such as brand value, thus ensuring they undertook actions (such as channel support) consistent with building a sustainable long-term positioning.
SDG Topics: No Poverty / Decent Work & Economic Growth / Reduced Inequalities / Responsible Consumption & Production / Peace, Justice & Strong Institutions.
B. Hutchinson, David, et al. “Towards a Model of Conscientious Corporate Brands: a Canadian Study.” Journal of Business &Amp; Industrial Marketing, vol. 28, no. 8, 2013, pp. 687–695.
This paper attempts to validate a conceptual model for conscientious corporate brands (CCB) by exploring environmental and climate change issues together with perceptions of the internal and external effectiveness of corporate codes of ethics as dimensions of CCBs. By surveying organizations, the paper attempts to extend and validate previous research in ethical branding by proposing an additional empirically grounded conceptual model of “the conscientious dimension” of corporate brands. The CCB model was tested on a sample of small-, medium- and large-sized companies in Canada, which may indicate less generalizability to larger companies or in other countries and contextual settings.
SDG Topics: Industry, Innovation & Infrastructure / Responsible Consumption & Production / Climate Action.

Nyilasy, Gergely, et al. “Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions.” Journal of Business Ethics, vol. 125, no. 4, 2014, pp. 693–707.
The current study investigates the effects of green advertising and a corporation’s environmental performance on brand attitudes and purchase intentions. A 3 × 3 (firm’s environmental performance and its advertising efforts as independent variables) experiment using n = 302 subjects was conducted. Results indicate that the negative effect of a firm’s low performance on brand attitudes becomes stronger in the presence of green advertising compared to general corporate advertising and no advertising. Further, when the firm’s environmental performance is high, both green and general corporate advertising result in more unfavorable brand attitudes than no advertising. The study’s counter-intuitive findings are explained by attribution theory.
SDG Topics: Sustainable Cities & Communities / Responsible Consumption & Production / Climate Action / Life Below Water / Life On Land / Peace, Justice & Strong Institutions.
Human Rights, Access to Medicines, and the Pharmaceutical Industry (2011)
There are many barriers preventing the world’s poorest and most disadvantaged from achieving their rights to adequate healthcare. Under the UN Guiding Principles for Business and Human Rights many of these fall under governments’ duty to protect. This Good Practice Note illustrates a number of different ways in which responsible businesses can support the UN goals in this area.
SDG Topics: Good Health and Wellness / Decent Work and Economic Growth / Partners for the Goals.

Kennedy, and Laczniak. “Indigenous Intellectual Property Rights: Ethical Insights for Marketers.” Australasian Marketing Journal (AMJ), vol. 22, no. 4, 2014, pp. 307–313.
This article discusses the ethicality of the use of Indigenous People's intellectual property (IIP) by Marketers and Retailers. The discussion is limited to non-biological IIP which includes Indigenouscultural artefacts, myths, designs and songs (among other aspects) which are often free to be exploited by marketers for business' gain. A review of international intellectual property law provides a base to understand first the legality of Marketer's use of IIP.
SDG Topics: Decent Work & Economic Growth / Reduced Inequalities / Responsible Consumption & Production / Peace, Justice & Strong Institutions.

Firestone, Simon. (2014). "Race, Ethnicity, and Credit Card Marketing". Journal of Money, Credit and Banking, Vol. 46 (6), pp.1205-1224.
There is a vast literature on discrepancies in consumer credit related to race and ethnicity. I explore a pattern that was first identified in aggregate data by Han, Keys, and Li (2011) in their study of credit access: Blacks were approximately 27% less likely to receive offers from credit card lenders during the sample period, even after controlling for variables such as credit history, household income, and local economic conditions. Hispanics were 17% less likely to receive an offer, after including controls. The discrepancy is robust to lender-specific regressions and the inclusion of a large number of explanatory variables. The findings in this paper imply that marketing is an important area for analysis of discrimination in consumer credit.
SDG Topics: No Poverty / Responsible Consumption & Production / Reduced Inequalities.

B. Hutchinson, David, et al. “Towards a Model of Conscientious Corporate Brands: a Canadian Study.” Journal of Business &Amp; Industrial Marketing, vol. 28, no. 8, 2013, pp. 687–695.
This paper attempts to validate a conceptual model for conscientious corporate brands (CCB) by exploring environmental and climate change issues together with perceptions of the internal and external effectiveness of corporate codes of ethics as dimensions of CCBs. By surveying organizations, the paper attempts to extend and validate previous research in ethical branding by proposing an additional empirically grounded conceptual model of “the conscientious dimension” of corporate brands. The CCB model was tested on a sample of small-, medium- and large-sized companies in Canada, which may indicate less generalizability to larger companies or in other countries and contextual settings.
SDG Topics: Industry, Innovation & Infrastructure / Responsible Consumption & Production / Climate Action.