Marketing Communications in Emerging Economies, Volume I: Foundational and Contemporary Issues (Palgrave Studies of Marketing in Emerging Economies) PDF
Preview Marketing Communications in Emerging Economies, Volume I: Foundational and Contemporary Issues (Palgrave Studies of Marketing in Emerging Economies)
PALGRAVE STUDIES OF MARKETING IN EMERGING ECONOMIES Marketing Communications in Emerging Economies, Volume I Foundational and Contemporary Issues Edited by Thomas Anning-Dorson · Robert E. Hinson · Henry Boateng · Albert Anani-Bossman · Ayça Can Kirgiz · Meenakshi Gujral Palgrave Studies of Marketing in Emerging Economies Series Editors Robert E. Hinson, Department of Marketing and Entrepreneurship, University of Ghana Business School, Legon, Accra, Ghana Ogechi Adeola, Ajah, Lagos Business School, Lagos, Nigeria This book series focuses on contemporary themes in marketing and marketing management research in emerging markets and developing economies. Books in the series cover the BRICS (Brazil, Russia, India, China and South Africa), MINT (Mexico, Indonesia, Nigeria and Turkey), CIVETS (Colombia, Indonesia, Vietnam, Egypt, Turkey, and South Africa); EAGLE economies (those which are expected to lead growth in the next ten years, such as Brazil, China, India, Indonesia, South Korea, Mexico, Russia,Taiwan, andTurkey) and all other African countries (classified under developing countries), taking into considera- tion the demographic, socio-cultural and macro-economic factors influ- encing consumer choices in these markets. The series synthesizes key subject areas in marketing, discuss marketing issues, processes, proce- duresandstrategiesacrosscommunities,regionsandcontinents,andalso thewaydigitalinnovationischangingthebusinesslandscapeinemerging economies. PalgraveStudiesofMarketinginEmergingEconomies presentsaunique opportunity to examine and discuss marketing strategy and its implica- tions in emerging economies, thereby filling a gap in current marketing literature. All chapter submissions to the series will undergo a double blind peer review and all book proposals will undergo a single blind peer review. More information about this series at http://www.palgrave.com/gp/series/16591 · · Thomas Anning-Dorson Robert E. Hinson · · Henry Boateng Albert Anani-Bossman · Ayça Can Kirgiz Meenakshi Gujral Editors Marketing Communications in Emerging Economies, Volume I Foundational and Contemporary Issues Editors Thomas Anning-Dorson Robert E. Hinson School of Business Sciences University of Ghana Business School University of theWitwatersrand University of Ghana Johannesburg, South Africa Accra, Ghana Henry Boateng Albert Anani-Bossman D’Youville College Ghana Institute of Journalism NewYork, NY, USA Accra, Ghana Ayça Can Kirgiz Meenakshi Gujral Istanbul Kent University PyroQTechnovision Pvt. Ltd Istanbul,Turkey Ghaziabad, India ISSN 2730-5554 ISSN 2730-5562 (electronic) Palgrave Studies of Marketing in Emerging Economies ISBN 978-3-030-81328-4 ISBN 978-3-030-81329-1 (eBook) https://doi.org/10.1007/978-3-030-81329-1 ©The Editor(s) (if applicable) andThe Author(s), under exclusive license to Springer Nature Switzerland AG 2021 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whetherthewholeorpartofthematerialisconcerned,specificallytherightsoftranslation,reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way,andtransmissionorinformationstorageandretrieval,electronicadaptation,computersoftware, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publicationdoesnot imply,evenintheabsenceof aspecific statement,thatsuch namesareexempt from the relevant protective laws and regulations and therefore free for general use. Thepublisher,theauthorsandtheeditorsaresafetoassumethattheadviceandinformationinthis book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made.The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. ThisPalgraveMacmillanimprintispublishedbytheregisteredcompanySpringerNatureSwitzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland Preface Firms play significant roles in the development of economies in every part of the world. Some of these roles include absorbing labour, pene- tratingnewmarketsandpromotingentrepreneurialandinnovativeactiv- ities. Despite the important contribution of firms to the development of economies, they sometimes encounter challenges when it comes to the transmission of coherent messages. An example of such chal- lenges is pandemic. Pursuing and achieving communication coherence and adapting to the changing environment become important strategic imperativeforeveryentity.Forinstance,mostfirmsaredeployingsocially responsible modes of communicating such as the deployment of tools likecorporatephilanthropyandcommunityvolunteeringaspartoftheir brandrelationsandcommunication.Moretraditionalmodesofcommu- nicating like advertising seem to have taken a back seat for now. It is important to note that even in these challenging times, it is still imper- ative that firms steadfastly avoid inconsistency and fragmentation of messages communicated to their target audience. The key to achieving v vi Preface consistencyincommunicationsandbuildingstrongbrandsisthedeploy- ment of an integrated marketing communications (IMC) approach and this is the focus of this new book. Marketing communications is involving all the promotional elements of the marketing mix. This encompasses all communications between an organization or a brand and its target audience—direct and indi- rect. Many different marketing communication options exist to play different roles and have different impacts on the marketing of a brand. The explosion of new digital media options offers new capabilities and holds much promise not only for marketers, but also makes marketing communications choice making very complex. It could be argued that in a crisis period, some of the most common ways of communication is now via digital or technological platforms. Technological advancement including the proliferation of media tools such as voice devices, tablets and smartphones has greatly increased the interaction touchpoints between consumers and brands. The way marketers communicate with consumers has changed dramatically as they are now responsible for managing brand communications across several media platforms including old, new and emerging media. The capacity to manage various customer audiences on multiple media plat- forms has become even more profound in the current business dispensa- tion.Firmsthatwillcommunicateinanefficaciousmannerduringcrisis situations and beyond are the ones that would have mastered the art of fashioning integrated marketing communications strategy and being adept at deploying the same. There are several benefits which results from the adoption and imple- mentation of IMC by firms. One of the key benefits that results from theimplementationofIMCissynergy,whichassumesthatfirmsachieve a higher level of performance compared to when the various elements are implemented individually and in an uncoordinated fashion. This ensures that messages communicated by firms to their target audience are well planned, consistent and unified, hence firms are able to create an enhanced image and positioning in the minds of customers and this enables firms to create and sustain competitive advantage over other competitors in the industry. The various benefits that firms can gain as a result of the adoption and implementation of IMC provide a strong Preface vii need for having a book on Marketing Communications in Emerging Economies. Emerging economies are hosting a number of multinational corpo- rations and local firms and immensely contribute to global produc- tivity, employment and growth. Emerging economies have become the new growth centre for global business and commerce; and continue to be the fastest growing markets. These economies boast of having the largest market for consumer goods and have become the propellers for trade and the world’s economy. There are some significant differ- ences between developed economies and that of their emerging coun- terpartswhichmakeitnecessarytohaveadedicatedfocusonthem.This book highlights the effective ways of managing marketing communica- tions in such markets considering the peculiarities of these economies. This book brings to the fore theorization and conceptualization that are emerging economy centred and takes into account the opportunities and challenges within these markets. It therefore offers a more distinc- tive meaning and importance to both the practice and the theory of marketing communications in emerging economies. We would like to thank all the contributors from the different emerging economies and diverse backgrounds. We are very grateful for their respective contributions and dedicated effort in the double-blind review process. We hope you will enjoy your reading of this book and apply the variousfoundationalandcontemporaryprinciplesofmarketingcommu- nications shared through the insightful chapters. We would appreciate your feedback by contacting any of the editors. Johannesburg, South Africa Thomas Anning-Dorson Accra, Ghana Robert E. Hinson NewYork, USA Henry Boateng Accra, Ghana Albert Anani-Bossman Istanbul,Turkey Ayça Can Kirgiz Ghaziabad, India Meenakshi Gujral Contents 1 Introduction to Marketing Communications: Setting the Scene for Emerging Economies 1 Thomas Anning-Dorson, Robert E. Hinson, Henry Boateng, Albert Anani-Bossman, Ayça Can Kirgiz, and Meenakshi Gujral 2 CustomerValue and Marketing Communications 13 Thomas Anning-Dorson 3 Cultural Values and Marketing Communications in Emerging Markets 31 Emmanuel Silva Quaye 4 Bibliometric Review and Direction for Integrated Marketing Communications Research: Implications for Emerging Markets 75 Nii NookweiTackie andThomas Anning-Dorson 5 Analysing the Influence of Public Relations in the Integrated Marketing Communication Process 105 Albert Anani-Bossman andTakalani E. Mudzanani ix x Contents 6 The Antecedents and Consequences of Brand Hate: A Review of Current Literature 137 Appiah Asare Kesse, Kwesi Achinfo-Mensa, and Rhodalene Amartey 7 Types of Corporate Social Responsibility Initiatives as Response to COVID-19 Pandemic in Emerging Economies 161 Isaac Seowornu Coffie and Robert E. Hinson 8 Visual Pollution Through Excessive Outdoor Advertisements 193 Dogbeda MawuloloYao Azumah, Robert E. Hinson, Daniel Nukpezah, and Gerald Albert BaeribamengYiran 9 Radio Advertising and Bank Customers’ Purchase Intention: Evidence from an Emerging Economy 229 George Kwabena Asamoah and LawrenceYaw Kusi 10 Technology and the Changing Communications Environment 261 Meenakshi Gujral and Ambika P. Dash 11 Conclusion and Way Forward for Marketing Communications in Emerging Economies 293 Thomas Anning-Dorson, Robert E. Hinson, Henry Boateng, Albert Anani-Bossman, Ayca Can Kirgiz, and Meenakshi Gujral Index 297
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