Ethical and Social Marketing in Asia

313 Pages·2015·4.687 MB·English

by  Bang Nguyen, Chris Rowley

Ethical and Social Marketing in Asia
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ASIANSTUDIESSERIES
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Elsevier Asian Studies Series
Ethical and Social
Marketing in Asia
Incorporating Fairness Management
Edited By
Bang Nguyen
Chris Rowley
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List of figures
Fig.2.1 Themarketingethicsinthemarketingliterature 37
Fig.3.1 Aconceptualmodelofcountrybrandingwithanethicalperspective 56
Fig.4.1 FrameworkforunderstandingethicalmarketinginIndia,Pakistanand 84
Bangladesh
Fig.4.2 Aframeworkfornewdirectionsinmarketingethics(cid:1)aholisticapproach 91
Fig.5.1 Overviewofthechapter 96
Fig.6.1 ComparisonofthecountryscoresofChina,Taiwan,SouthKorea 119
andJapanwiththeUSA,theUKandAustralia
Fig.6.2 Frameworkforcross-culturalsocialmarketing 121
Fig.7.1 Socialmarketingprocesses 136
Fig.8.1 Populationgrowthrate 147
Fig.9.1 Principlesofmarketing 162
Fig.9.2 TheBehaviouralEcologicalModel 163
Fig.9.3 Thetripartitemodelofbehaviouralcomplianceforeffectivesocial 183
marketingcampaigns(Snitow&Brennan,2011)
Fig.13.1 CRMandfairnessmanagement 256
Fig.13.2 Determinantsofunfairnessperceptions 257
List of tables
Table1.1 Outline:structure,contentandtitles 4
Table1.2 Contenthighlightsanddefinitions 5
Table2.1 Categorizationforethicalmarketingliterature 39
Table3.1 Comparisonbetweencountrybrandingandcommercialbranding 59
Table4.1 Corruptionperceptionsindex,20131 85
Table4.2 SomefactsaboutBIP(Bangladesh,India,Pakistan)20121 86
Table4.3 PovertylevelsandincomeandconsumptiondisparitiesinIndia, 86
PakistanandBangladesh
Table7.1 Socialmarketingasdefinedbyleadingauthorsovertime 133
Table7.2 Summaryofsocialmarketingactivitiesdeemedtobeimportant 134
oressential
Table9.1 Levelsofsocialmarketingactivityselectedexamplesbycountry 165
Table9.2 Levelsofsocialmarketingandtypicalmarketingactivities 170
Table9.3 Socialmarketingactivitiesateachlevelandselectedliterature 172
Table9.4 Socialmarketinglandscape 174
Table9.5 Statisticsinfourcountries(cid:1)whytriangulationisimportant 176
Table9.6 Summaryofissues,opportunitiesandsocialmarketingsolutions 179
Table9.7 Examplesofbestpractice 182
Table14.1 Managerialimplications 287
About the editors
Bang Nguyen, PhD, is Associate Professor of Marketing at East China University of
ScienceandTechnology(ECUST),SchoolofBusinessinShanghai,China.Previously,
he held faculty positions at Oxford Brookes University and RMIT International
UniversityVietnamandwasaVisitingScholaratCEIBS.Hisresearchinterestsinclude
customer relationship management, services marketing, consumer behavior, branding,
social marketing and fairness management. Bang has extensive knowledge in service
organizations (consumer products/services) and has published widely in journals such
as the Journal of Marketing Management, Journal of Services Marketing, Journal of
Strategic Marketing, Journal of Consumer Marketing, The Service IndustriesJournal,
HarvardBusinessReview(Chinese),Int.JournalofTechnologyManagement,Journal
ofGeneralManagement,InformationTechnology&Management,SystemsResearch&
BehavioralScience,etc.Hehaspublishedinmorethan70peerreviewedscientificarti-
cles, books, conference papers, and book chapters, and presented at both national and
topinternationalconferencesincludingEMACandAcademyofMarketing.Bangisan
experiencedconsultantandadvisesonmarketingandbranddevelopmentforSMEsand
start-ups. He has lived and worked professionally in Denmark, the USA, the UK,
Vietnam,ChinaandTaiwan.
Professor Chris Rowley is Director of Research and Publications, HEAD
Foundation, Singapore and Professor of Human Resource Management at Cass
Business School, City University, London, UK. He is Editor of the leading jour-
nal Asia Pacific Business Review, and Series Editor of the Working in Asia and
Asian Studies book series. He has given a range of talks and lectures to universi-
ties and companies internationally with research and consultancy experience with
unions, business and government. Professor Rowley has published widely in the
area of HRM and Asian business, with over 500 articles, books and chapters and
practitioner pieces.
About the contributors
Chapter 2
Ruizhi Yuan is a doctoral student in the Marketing Department at the Nottingham
University Business School China. She received an MSc Distinction degree in
Marketing at University of Nottingham. Her research interest centres around the
determinants of green consumption, particularly with regard to perceived green
value and utilities of consumption. Ruizhi has presented several papers at the
International Conference of the Association for Consumer Research (ACR) and
European Marketing Academy (EMAC). Her dissertation research has been placed
asthefinalistintheEMAC2014BestPaperAward.
Martin J. Liu, PhD is an assistant professor in Marketing and Innovation at the
Nottingham University Business School China and associate fellow at the
University of Warwick. Martin’s primary research interests lie in the areas of
branding, marketing innovation and e-marketing. He publishes in leading refereed
journals including Journal of BusinessResearch, Journal of MarketingManagement
andExpertSystemwithApplications.Healsohasextensiveconsultancyexperience
intheUK,USAandChina.
Jianchang Liu is the Associate Dean and Associate Professor at Business School
of Zhejiang Fashion Institute of Technology, P.R. China. He received his MBA
from Zhejiang University in 2004. He worked as a Visiting Scholar supported by
China Scholarship Council at MBA Centre of Springfield College, Massachusetts,
USA from July 2012 to January 2013. He attended a small business conference in
New York City and his paper was well received and published in the Eastern
Small Business Institute’s Conference Proceedings for 2012. He was awarded a
2012 University of Chinese Academy of Sciences Case Competition Certificate
for the case study entitled ‘Feixiang to Fotile: growth of a family business’. The
case study and teaching notes written by him and Dr Kathryn Carlson Heler were
published in Emerald Emerging Markets Case Studies in 2012. He does research
in the areas of strategic management, marketing and strategy for the fashion
industry. He had a series of books and papers published in China. He is one of
the expert consultants of the Ningbo Private Entrepreneurs’ Association. Since
April 2014, he has been one of the expert reviewers of Emerald Emerging
Markets Case Studies.
xx Aboutthecontributors
Chapter 3
Steve Chen is aseniorlecturer inmarketingat OxfordBrookes University,UK.He
is also MSc Marketing Subject Coordinator there. His research interests include
consumer behaviour, trust and information technology-related studies. Steve has
extensiveknowledgeinconsumer behaviourinluxuryconsumption,in-game adver-
tising and trust establishment in online marketplace. His work appears in Service
Industries Journal, Journal of Targeting, Measuring and Analysis for Marketing,
Journal of Internet Commerce and Review of Business Research. Steve has pre-
sented at national/international conferences, including the Academy of Marketing
andEuropeanMarketingAcademy.
Sharon Wu is a Teaching Fellow in Fashion Management and Fashion Marketing
Branding at Winchester School of Art, University of Southampton. She is also a
PhD candidate at Royal Holloway, University of London. She earned her MBA
(Marketing and International Business) and BA (Economics) from Willamette
University and the University of Oregon, USA. She came from an international
businesses background and obtained a Certificate of Educator qualification in
Taiwan before pursuing her PhD. Her PhD research focuses on luxury consumer
behaviour, e-luxury consumption in the digital era, self-concept and conspicuous
consumption. She has been involved in several research projects in the past three
years. Previously, she has been lecturing various subjects in marketing manage-
ment, consumer behaviour, advertising and promotion at Royal Holloway,
University of London and Fooying University (Taiwan). Her works have appeared
in Qualitative Market Research: An International Journal, The Academy of
Marketing,andCollougueLuxeetContrefacon,MonacoSymposiumonLuxury.
Dr T.C. Melewar (BSc, MBA, PhD) is Professor of Marketing and Strategy at
Middlesex University Business School, London, UK. He has previous experience at
Brunel, ZHAW School of Management and Law, Switzerland, Warwick Business
School, MARA Institute of Technology in Malaysia, Loughborough University and
De Montfort University. Dr Melewar teaches Brand and Marketing Management,
andInternational Marketingonarangeofundergraduate,MSc,MBAandexecutive
courses with companies such as Nestle´, Safeway, Tata and Sony. He is a Visiting
Professor at the University of Lincoln. His research interests include branding,
corporate identity and international marketing strategy. He has published in the
Journal of Marketing Management, Management Decision, Journal of Brand
ManagementandInternationalJournalofManagementReviews,amongothers.
Chapter 4
Professor Mithileshwar Jha received his engineering degree from the G.B. Pant
University of Agriculture and Technology, Pantnagar, Uttarakhand, India (1977) and
master’s(1979)and doctoral(1985)degrees inmanagementfromthe IndianInstitute