Making a Difference Through Marketing

1. Front Matter

   Pages i-xiv

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2. Making a Difference—Sponsorship and Sport

   1. Front Matter

      Pages 1-1

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   2. The Question of Sponsorship Effectiveness

      • Marc Mazodier

      Pages 3-12

   3. Leveraging Research on Activation: Quester and Thompson’s (2001) Impact on the Field of Sponsorship

      • Francois A. Carrillat, Alain d’Astous

      Pages 13-24

   4. Sponsorship-Linked Attitudes of Employees of Sponsoring Firms: SMEs Versus Large Organisations

      • Aila Khan, Suzan Burton

      Pages 25-41

   5. Connected Stadium: A Pillar for Football Clubs’ Marketing Development?

      • Charles Bal, Nathalie Fleck

      Pages 43-58

3. Making a Difference—Social Marketing and Ethics

   1. Front Matter

      Pages 59-59

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   2. Promoting Public Health: Understanding the Limitations of Marketing Principles and the Need for Alternative Approaches

      • Simone Pettigrew, Michelle I. Jongenelis

      Pages 61-72

   3. Contemporary Young Consumers and Food Consumption—Implications for Social Marketing Research

      • Liudmila Tarabashkina, Roberta Crouch

      Pages 73-85

   4. The Ethicality of Immersive Sponsorship Within a Children’s Edutainment Centre

      • Damien Arthur

      Pages 87-97

   5. Emotional Advertising to Attenuate Compulsive Consumption: Qualitative Insights from Gamblers

      • Svetlana De Vos, Roberta Crouch, Jasmina Ilicic

      Pages 99-115

4. Making a Difference—Customers and Brands

   1. Front Matter

      Pages 117-117

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   2. Revisiting the Long and Winding (Less Travelled) Road: The Road to Chaos in Marketing

      • Recteur Alexandre Steyer

      Pages 119-128

   3. The Case for Altruism in eWoM Motivations

      • Michelle Killian, John Fahy, Deirdre O’Loughlin

      Pages 129-142

   4. Customer Experience of Value in the Service Encounter

      • Shu-Ching Chen

      Pages 143-155

   5. Multiple Celebrity Endorsement

      • Sik Chuen (Max) Yu, Ravi Pappu

      Pages 157-166

   6. Can Country of Origin Branding be a Competitive Advantage for Agri-Products from Emerging Countries?

      • Amal R. Karunaratna, Roberta Crouch

      Pages 167-183

   7. Decomposition of Country of Origin Effects in Education Services: A Conjoint Analysis Approach

      • Daniel Aruan, Roberta Crouch

      Pages 185-197

5. Making a Difference—University Education and Innovation

   1. Front Matter

      Pages 199-199

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   2. Knowing Me, Knowing You: Mentorship, Friendship, and Dancing Queens

      • Vinh N. Lu, Brett Scholz

      Pages 201-210

This book honours the contribution Professor Pascale Quester has made to academia and higher education, through her research, teaching, and leadership. It provides readers with a comprehensive, contemporary perspective on marketing practice with an emphasis on the role of marketing in making a difference. Organisations are interwoven with the society in which they operate and are thus commonly expected to shoulder some responsibility in advancing that society. While there has been significant academic and practitioner focus on corporate social responsibility (CSR), research is often limited to the organisational benefits and implementation of CSR initiatives, this book presents a broader perspective. It highlights a variety of players and approaches that are making a difference to their various stakeholder groups, specifically in the areas of sponsorship, consumer behaviour, education, health and innovation.

• Pascale Quester
• anti-obesity marketing
• anti-smoking marketing
• benefits of sponsorship
• brand equity
• brand reputation
• business ethics
• consumer behaviour
• corporate social responsibility
• country of origin
• customer engagement
• customer insight
• health marketing
• learning innovation
• marketing education
• marketing innovation
• marketing strategy
• not for profit
• sports sponsorship
• university–business collaboration

• Adelaide Business School, University of Adelaide, Adelaide, Australia

  Carolin Plewa, Jodie Conduit

Carolin Plewa is Associate Head Research (Marketing and Management) at The University of Adelaide Business School. She has published extensively on university–business collaboration, sponsorship and corporate social responsibility as well as services marketing.
Jodie Conduit is a Senior Lecturer at The University of Adelaide Business School, where her research interests focus on interactions between business and customers, customer engagement, marketing strategy, customer insight and services marketing. She has extensive experience as a research consultant with service organisations.  

Policies and ethics