Marketing Communications in Emerging Economies, Volume I: Foundational and Contemporary Issues (Palgrave Studies of Marketing in Emerging Economies)

Preface
Contents
Notes on Contributors
List of Figures
List of Tables
1 Introduction to Marketing Communications: Setting the Scene for Emerging Economies
	1.1 Introduction
	1.2 Understanding the Importance of Emerging Economies
	1.3 Integrated Marketing Communications and the Emerging Market
	1.4 Structure and Contributions of the Book
	1.5 Conclusion
	References
2 Customer Value and Marketing Communications
	2.1 Introduction
	2.2 Value and the Value Management Cycle
		2.2.1 Value Creation
		2.2.2 Value Communication
		2.2.3 Value Capture
	2.3 Shifting Toward Customer-Oriented Value Communication
	2.4 Build a Value Culture the Facilitate Communications
	2.5 Value Communication, Corporate and Brand Positioning
	2.6 Conclusion
	References
3 Cultural Values and Marketing Communications in Emerging Markets
	3.1 Introduction
	3.2 What Are Emerging Markets?
	3.3 Culture and Its Characteristics
	3.4 Culture and Marketing Communications
	3.5 Models of National Culture: Basic Assumptions
	3.6 Hofstede’s Model of National Culture
		3.6.1 Individualism-Collectivism
		3.6.2 Power Distance
		3.6.3 Masculinity-Femininity
		3.6.4 Uncertainty Avoidance
		3.6.5 Long- Versus Short-Term Orientation
	3.7 Schwartz Cultural Values Orientations
		3.7.1 Autonomy Versus Embeddedness
		3.7.2 Egalitarianism Versus Hierarchy
		3.7.3 Harmony Versus Mastery
	3.8 Leung and Bond's Social Axioms Theory
		3.8.1 Social Cynicism
		3.8.2 Reward for Application
		3.8.3 Social Complexity
		3.8.4 Fate Control
		3.8.5 Religiosity
	3.9 Effect of Culture on Perceptions and Emotions
	3.10 Consumer Culture Theory (CCT)
	3.11 Consumer Culture Positioning
		3.11.1 Global Consumer Culture Positioning (GCCP)
		3.11.2 Local Consumer Culture Positioning (LCCP)
		3.11.3 Foreign Consumer Culture Positioning (FCCP)
	3.12 Implications of Cultural Value Orientations in Marketing Strategies and Marketing Communications
	3.13 Marketing Communication Implications for Local Brand Managers
	3.14 Marketing Communication Implications for Global Brand Managers
	3.15 Conclusion
	References
4 Bibliometric Review and Direction for Integrated Marketing Communications Research: Implications for Emerging Markets
	4.1 Introduction
	4.2 Bibliometric Methodology
	4.3 Results
		4.3.1 Descriptive Bibliometric Analysis
		4.3.2 Overview of Bibliometric Data
		4.3.3 Scientific Production Level
	4.4 Impact Insights
		4.4.1 Leading Authors
		4.4.2 Influential Impact
		4.4.3 Leading Countries
		4.4.4 Peer-Reviewed Sources
	4.5 Network Bibliometric Analysis
		4.5.1 Co-authorship Network Analysis
	4.6 Implications for IMC Research Within the Emerging Market Context
	4.7 Conclusion and Summary
	References
5 Analysing the Influence of Public Relations in the Integrated Marketing Communication Process
	5.1 Introduction
	5.2 Literature Review
		5.2.1 The Marketing Mix
		5.2.2 Conceptualising Integrated Marketing Communication
	5.3 The IMC Process
	5.4 Public Relations and IMC
		5.4.1 Public Relations and Power/Influence
		5.4.2 Public Relations Power/Influence and IMC
	5.5 Methodology
	5.6 Discussion of Results
		5.6.1 Overview of Research Participants
		5.6.2 Findings from the Interviews
	5.7 Discussions and Implications of Research
	5.8 Conclusion, Limitations, and Future Research
	References
6 The Antecedents and Consequences of Brand Hate: A Review of Current Literature
	6.1 Introduction
	6.2 Conceptualizing Brand Hate
	6.3 Theoretical Underpinning
	6.4 The Antecedents of Brand Hate
		6.4.1 Negative Experience
		6.4.2 Symbolic Incongruity
		6.4.3 Ideological Incompatibility
		6.4.4 Rumor
		6.4.5 Poor Relationship Quality
		6.4.6 Country of Origin
	6.5 The Consequences of Brand Hate
		6.5.1 Brand Avoidance and Switching
		6.5.2 Negative Word-Of-Mouth
		6.5.3 Brand Retaliation and Revenge
		6.5.4 Willingness to Make Financial Sacrifices to Hurt the Brand (WFS)
			6.5.4.1 Proposed Comprehensive Conceptual Framework
	6.6 Opportunity for Future Research
	6.7 Conclusion
	References
7 Types of Corporate Social Responsibility Initiatives as Response to COVID-19 Pandemic in Emerging Economies
	7.1 Introduction
	7.2 The Impact of the Novel COVID-19 Pandemic
	7.3 Response from Private Businesses in Support of the Fight Against the Pandemic
	7.4 Literature Review
		7.4.1 Cause Promotion
		7.4.2 Cause-Related Marketing (CRM)
		7.4.3 Corporate Philanthropy
		7.4.4 Corporate Social Marketing (CSM)
		7.4.5 Workforce Volunteering
		7.4.6 Socially Responsible Business Practices
	7.5 The Stakeholder Theory as Underpinning Theory for the Study
	7.6 Methodology
	7.7 Results
		7.7.1 CSIs to Mitigate the Impact of Covid-19 in China
		7.7.2 CSIs in Brazil Against Covid-19 Pandemic
		7.7.3 CSIs by South African Companies to Support Efforts Against Covid-19
		7.7.4 CSIs Undertaken by Ghanaian Firms to Support the Fight Against the Covid-19 Pandemic
	7.8 Discussion of the Result
	7.9 Implications and Conclusions
	7.10 Conclusions and Directions for Future Research
	References
8 Visual Pollution Through Excessive Outdoor Advertisements
	8.1 Introduction
	8.2 Problem Statement
	8.3 Limitations of the Research
	8.4 Research Methodology
	8.5 Outdoor Advertisements on Ghana’s Urban Roads
		8.5.1 Excessive Outdoor Advertisements in Urban Settings
		8.5.2 Outdoor Advertisements on Urban Roads: The Case of Spintex Road
		8.5.3 Field Data of June 2020
		8.5.4 Archived Data of March 2016
		8.5.5 Comparison of Outdoor Advertisements on the Spintex Road, March 2016 vs June 2020
	8.6 From Outdoor Advertisements to Visual Pollution
		8.6.1 Visual Pollution
		8.6.2 Outdoor Advertisements and Visual Pollution on the Spintex Road
	8.7 Conclusion
	References
9 Radio Advertising and Bank Customers’ Purchase Intention: Evidence from an Emerging Economy
	9.1 Introduction
	9.2 Literature Review and Hypotheses Development
		9.2.1 Purchase Intention and Cognitive Response Theory
		9.2.2 Advertising
	9.3 Conceptual Framework
		9.3.1 Advertising Dimensions
		9.3.2 Advertising Roles
		9.3.3 Satisfaction with Advertising
		9.3.4 Advertising and Purchase Intention Link
	9.4 Methodology
	9.5 Results and Discussion
		9.5.1 Demographic Information of Participants
		9.5.2 Correlation Analysis
		9.5.3 Effect of Advertising Dimension on Customers’ Purchase Intentions
		9.5.4 Effect of Advertising Role on Customers’ Purchase Intentions
		9.5.5 Effect of Customers’ Satisfaction with Advertising on Customers’ Purchase Intentions
		9.5.6 Holistic Approach: Composite Constructs and Purchase Intentions
	9.6 Implications
	9.7 Limitations and Suggestions for Further Studies
	References
10 Technology and the Changing Communications Environment
	10.1 Introduction
	10.2 Emerging Countries—South Africa and India—An Overview
		10.2.1 Similarities and Differences in Two Emerging Countries—South Africa and India
	10.3 Green Technology
	10.4 Sustainable Development
		10.4.1 Sustainable Development, Technology and Innovation
	10.5 Methodology
	10.6 Part 1—Banking Sector
		10.6.1 Banking Sector Green Focus in India
		10.6.2 Banking Sector Green Focus in South Africa
	10.7 Green Technological Initiatives taken by Indian Banks
		10.7.1 Public Banks
		10.7.2 Private Sector Banks
		10.7.3 Green Technological Initiatives taken by South African Banks
	10.8 Strategies for Green Banking
	10.9 Cloud Computing
		10.9.1 Disruption of IT in Business
		10.9.2 Below Poverty Line Market Consumers and Being Green
		10.9.3 Cloud Computing Direct/Indirect Impact on Green and BOP Segment
		10.9.4 Cloud Computing Examples
			10.9.4.1 Internal—CellC Cloud Adaption
			10.9.4.2 Small Business—FNB Business and for small business Instant Accounting
			10.9.4.3 Townships in SA—Government and large corporations’ initiatives
	10.10 Conclusion
	References
11 Conclusion and Way Forward for Marketing Communications in Emerging Economies
	11.1 Introduction
	11.2 Lessons for Emerging Market Practice
	11.3 Lessons for Academia
Index