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A time for principled action: The theory of principle-based marketing. A conceptual model and empirical validation

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  • Title:
    A time for principled action: The theory of principle-based marketing. A conceptual model and empirical validation
  • Author: de Pallant, Rohan
  • Subjects: 1505 Marketing ; 150502 Marketing Communications ; 1608 Sociology ; Advertising ; Branding ; Business School, University of Queensland ; Consumer Behaviour ; CSR ; Marketing ; Purchase Intentions ; Society
  • Description: The world is changing as a function of social and technological factors with society becoming interconnected and its collective voice increasingly influential (O'Brien, 2011). This phenomenon is shaping the commercial and social landscape in which we live. In response to this, marketing practices have evolved in an effort to accommodate these social forces. However, prior investigations into how and where social demands and organisational benefits intersect are characterised by persistent ambiguities and an enduring lack of clarity regarding the factors that underpin effective socially-oriented marketing activity and the outcomes they engender.I argue that contributing to this ambiguity are two fundamental issues. First, most socially-oriented marketing activity operates outside of any dominant theoretical foundation that is specific to the marketing function, but rather draws on literature from a variety of marketing and organisational schools of thought. The second issue arises from the tendency in prior research to conceptualise and test relevant factors as discreet entities, rather than interrelated co-determinants of consumer perceptions, attitudes and behaviour. In response to these issues I propose a novel theory termed the theory of principle-based marketing that accounts for the conceptualisation of socially-oriented marketing initiatives, and a process model that represents the theory in practise. The model is comprised of four primary factors (commitment, communication, and congruence: internal and external) and an additional mediating factor termed cognisance. Combined, these five constructs provide a unified whole that theoretically explains the associations between them, and accounts for much of the ambiguity evident in prior research. These constructs are arranged across a continuum based on degree of organisational control, and demonstrate the relationships that flow from organisational activity, to consumer perceptions, and the organisational outcomes that emerge in the form of consumer attitudes and behaviours. This framework has been termed the model of principle-based marketing. The model is then empirically investigated to test the hypothesised relationships. Strong support is found for the proposed model across a battery of studies representing different product categories, each with different levels of product involvement. Source: TROVE
  • Creation Date: 2018
  • Language: English
  • Source: Trove Australian Thesis (Full Text Open Access)
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