Suchergebnisse

AbstractGiven that personal source of information is preferred by the customers over company‐generated marketing communications, promoting advocacy behavior among customers is of much importance for every organization. Literature suggests that an organization's corporate social responsibility (CSR) activities significantly influence individual behavior. However, the advocacy behavior of customers (ADB), from a CSR perspective, did not receive due attention. To address this literature gap, the current study attempts to explore the relationship among CSR and ADB with the intervening role of brand admiration (BA). To collect the data, customers of a large fast‐food service organization in Pakistan were approached. The proposed relationships were tested through the structural equation modeling (SEM) technique. The statistical evidence verifies a positive link between CSR and ADB, while BA mediated this relationship. These findings will be supportive to the fast‐food business to realize the critical role of CSR for a meaningful customer‐company relationship in the face of competition.

This book addresses some of the challenges posed by the globalization of higher education. It examines the emergence and resulting challenges of English as Lingua Franca (ELF) and of the decision to use English as the Medium of Instruction (EMI) as part of a strategic policy of internationalization. It looks at survival challenges caused by globalization and expansion, the diversity challenge, the concept of marginality and how marginality can lead to creativity, teaching and encouraging entrepreneurialism, the tools needed for internationalizing higher education in developing countries, innovative approaches, the intelligent use of technology, and finally, the value of non-constraint engagement in driving teaching and course quality improvements. The expansion of higher education and the increasingly international body of students and staff continue to inspire and drive the development of global higher education systems. Whilst these systems began locally, many are now engaging with the challenges of retaining their local flavour whilst embracing the march of globalisation. The challenge is to find local solutions that also meet the requirements of the rapid development of what might be termed the 'massification' of international higher education. This book reflects these contemporary challenges through its variety of topics taken from countries as diverse as Hong Kong, Panama, South Africa, USA and Saudi Arabia. The topics are as diverse as some of the local solutions but each chapter represents a response to a rapidly changing global landscape.