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Corporate social responsibility (CSR) is based on attending to concerns beyond a corporation's shareholders. This concern embraces the concepts of sharing and caring for others. Logically then, the literature on sharing might inform theory and practice around CSR initiatives. To date, however, theory around the theme of sharing is absent from extant CSR literature, and, presumably, it is omitted as a perspective on CSR practice. This paper addresses this gap by empirically investigating consumers' responses to different types of sharing involved in a range of CSR initiatives. We test the sharing theory to provide generalizable conclusions. Data was collected via an online panel of Australian consumers. Findings reveal two distinct types of sharing across different CSR initiatives: Sharing-in and sharing-out. Sharing-in CSR initiatives are those perceived as being adopted for the benefit of the firm's direct stakeholders and aimed at providing a direct, reciprocal benefit to the firm. Conversely, sharing-out initiatives are perceived as providing wider and unconditional support to all, irrespective of their proximity to the firm. This research makes an original contribution to the CSR literature by embedding the notion of sharing within the management of CSR initiatives. The sharing perspective adds to knowledge and may assist managers when developing CSR initiatives, and how those initiatives might be perceived by a firm's relevant stakeholders.

This article discusses knowledge management system design for SSNFPOs. The transfer of best practice knowledge management to SSNFPOs is not easy. SSNFPOs have different strategies and ways of doing business compared to 'for-profit' organisations. Sector reforms in disability services, aged care, and child services in Australia threaten to disrupt social value as new for-profit rivals enter and pursue economic value. In response, the case study organisation (CSO) has been working with the research team to consider how knowledge management might help it become a stronger organisation and ensure its survival and growth in the reformed sector. The research was informed by discussions involving the CSO's management and the research team over an 18 month period. A general framework for designing knowledge management for SSNFPOs was developed. It involves six theoretical platforms, along with problems associated with theory and practice, how knowledge management may address these problems, and measures of impact.

The purpose of this study is to develop a framework that will provide the services marketing manager a systematic, holistic and transparent means of enhancing sustainability performance through the marketing function. We review the literature dealing with the confluence of services marketing and sustainability, identify gaps in current sustainability-services marketing literature and inductively develop a conceptual framework for Sustainability Services Marketing (SSM).We describe services marketing practice examples in order to uncover the implications of a sustainability focus for services marketing and illustrate how to operationalise the framework. The resulting framework, (i) ensures that sustainability is incorporated into the strategic services marketing planning process, (ii) adapts and expands the traditional concept of the services marketing mix, by adding Partnerships to the traditional mix elements, and (iii) cross-references services marketing mix decision-making with the triple bottom line to describe the marketing task in terms of a matrix rather than a mix. This permits sustainability benchmarking and planning across the triple bottom line, and across the range of activities the services marketing manager might be expected to manage in order to enhance sustainability performance. We shift services marketing management attention to a broader and more sustainability-responsible whole-of-business approach. This research provides timely and effective guidance for the services marketing manager seeking to enhance his or her business's sustainability performance in a systematic, holistic, and transparent way.

Given the increasing recognition of the importance of knowledge management, a deeper understanding of its contribution to marketing strategy is imperative. This paper develops a paradigm that views knowledge management as a systemic, socially-constructed, contextspecific representation of the reality of marketing in today's professional practice. We add this socio-cognitive model (Platform) to the marketing mix. Platform is the organisational DNA which allows the development of the knowledge resources necessary to implement marketing strategy and the structure to facilitate knowledge flows within the marketing professional's internal and external social networks. The need for Marketing to create value for society at large (AMA, 2013) has increased the complexity confronting marketing strategy. The paper explores how knowledge management may improve the professional practice of marketing using a socio-cognitive model to examine co-creation of value and marketing's societal responsibility. Knowledge management, as Platform, is proposed as necessary for successful marketing mix execution with impact.

The purpose of this paper is to provide new theoretical perspective on marketing for sustainability, particularly for dealing with the environmental threat of climate change. We reconceptualise how marketing is operationalised through the conceptualisation of the marketing mix in order to permit the normalisation of sustainability considerations in business operations and consumption. To the traditional four Ps (product, price, promotion and place) we add but recalibrate for the specific purpose of sustainability participants, processes, and physical evidence, and introduce: promise, principles, and partnership, arguing that each of these may be considered a controllable marketing variable that will contribute to the creation/co-creation of individual and social value. This framework is developed and justified in order to make a novel contribution to marketing theory and practice. Limitations and future research directions conclude the discussion.

Corporate social responsibility (CSR) is an important element in portraying corporate identity and building a positive reputation for firms (Cornelius et al. 2007). While at the overall board level, there have been several studies examining the effect of boardlevel attributes on CSR (Dalton et al. 2003; Bonn 2004; McWilliams and Siegel 2000, Bear, Rahman, and Post 2010), at the individual, director level, there has been little research conducted. This study examines individual characteristics of Australian company directors to identify the contributing factors that shape their attitudes to CSR. In particular, in this study, we examine the impact of spiritual wellbeing, ethical ideology, gender, and aultruism. To investigate the existence and nature of these relationships, we conducted face-toface interviews of 20 Australian board members (10 males and 10 females). Each interview was audio recorded and lasted for about an hour. Questions focused on the impact of gender, spiritual wellbeing, ethical ideology, and altruism on directors' attitude to CSR. Our interview findings show a link between directors' level of spirituality and their attitudes to CSR. Although due to professional and economic reasons, some CSR initatives might not eventuate, directors' attitude to support specific CSR activities appeared directly linked to their level of spirituality. Furthermore, gender appeared to moderate the relationship between directors' attitude to support specific CSR activities and their level of spirituality. Based on our interview analysis, it is suggested that women directors tend to care more for employees and society as a whole due to their feminine and nurturing characteristics. Female directors who are confident in their roles, showed better communication skills and tend to interact more with other stakeholders both internal and external to the organisation. The interviewees generally agreed that women board directors appeared to be better listeners and can initiate

Purpose - In this article, message appeals along with the moderating effect of gender are examined on frequently used measures of ad effectiveness (i.e. ad likability, attitude to the issue, and behavioral intention) in the emerging domain of pro-environmental social advertising. The paper aims to discuss these issues. Design/methodology/approach - This study employed a between-subjects 2 (gender)x3 (message appeal) factorial design, administered through a commercial online consumer panel firm based in the USA, which included 444 respondents across three markets: Australia, the UK and the USA. Findings - Results show that of three frequently used message appeals (rational, negative emotional, and positive emotional), rational ad appeals are not as effective as emotional appeals. The study also shows that females respond more strongly to negative emotional appeals than males, while there is no significant difference in how males and females responded to positive emotional or rational ad appeals. In addition, the study demonstrates that the measure of ad likability, which is frequently used as a reliable copy-test measure in commercial marketing situations, is not a valid measure of ad effectiveness in the context of social advertising. Research limitations/implications - While the study included participants from three countries, Australia, the UK and the USA, the obvious limitation of the experimental design lies in the limited sample size. Further, while the ads' cognitive processing load was kept consistent across the three conditions, it may be possible that linguistic nuances across these markets might affect the ads' processing demands from one market to another. The consistency of the study's manipulation checks, however, might serve to offer support for the copy approach taken here. Originality/value - This study reinforces previous studies in both the commercial and social marketing fields that suggest practitioners should be cautious of placing too much emp

The purpose of this paper is to shed light on the appeal of anthropomorphism to marketers. This is done through reference to three relevant advertising models, the Symbolic Communications Model, the Symbolic Transfer Device Model, and the VisCAP Presenter Model, and one critical case study involving an anthropomorphized sheep presenter for a Swedish mobile telecommunications company. The advertising models are found to support the effectiveness of the symbolic presenter, Frank the Sheep, particularly explaining how meaning is transferred from the presenter to the brand, and the effects the presenter has on advertising communication effects such as brand awareness and brand attitude. We extend previous research on how linking anthropomorphic associations to brands can be employed to increase effectiveness of these common marketing communication tactics. We show that anthropomorphized animals can work effectively and quickly when presenting a new brand to the market, but also offer several cautions for managers. Summary statement of contribution We contribute to theory by drawing together three different but related strands of advertising to explicate how the anthropomorphic brand presenter can increase advertising effectiveness, particularly in quickly positioning or repositioning a brand and developing brand equity. We contribute to managerial practice by demonstrating, through the use of one critical case study, how the choice of anthropomorphic brand presenter must be a considered process, but is one that can add to advertising effectiveness if managed appropriately.

In line with the AMA's revised (2007) definition of marketing, which aligns with the societal marketing orientation by requiring that Marketing create value not just for individual consumers and organisations but also for society at large, this paper proposes a Sustainability Services Marketing (SSM) framework. At present, services marketing managers have little guidance on how to pursue sustainability and achieve sustainable development goals. The SSM addresses this gap in a systematic, holistic and transparent way by ensuring sustainability cascades through the strategic marketing planning process. The traditional services marketing mix is expanded to include partnership, and the eight elements are cross-referenced against the three pillars of the triple bottom line - Planet, People and Profit - to produce the Sustainability Services Marketing Matrix (SSMM). The model is described and illustrated with brief case examples, and implications for theory and practice, and potential directions for further research are discussed.

This paper represents the collaboration between the Cancer Council NSW, Greenacres, the Disability Sector, and the University of Wollongong (UOW) who came together through a UOW Community Engagement Grant (2010) to develop a series of skin cancer prevention resources for mildly intellectually disabled (MID) people. By interviewing 84 MID people from Greenacres, a local employer of people with mild intellectual disabilities, we report on their skin cancer prevention behaviours after our intervention with The Spot Pack, a kit designed to encourage self-examination for skin cancer spots. We found that nearly 20% of the respondents checked themselves for skin cancer spots for the first time as a result of the being given the kit. This project has several implications for both theory and practice when dealing with such vulnerable groups, with the most important being the role of an integrated approach, with tangible resources backed by a structured approach to educating the group.

During the 2011 financial year, Disney, one of the world's top 10 brands, generated US$38 billion (Donnolley 2012), a result that owes its success to an anthropomorphized mouse, first syndicated in comic book form in 1932.There is more to the Disney story than Mickey, of course, but the popularity of the company's animated creatures with human features is based on a relationship with animals that predates history (Guthrie 1995). The symbolic importance humankind has ascribed animals has been evident in our cultures: our religions, dance, art and narratives for millennia (Lerner and Kalof 1999). Animal depictions on the walls of Lascaux and Altamira caves, dating back almost 20,000 years, are thought to have conferred magical powers on their hunters in the hope of increased success against their antagonists, or, alternatively, as Clark (1977) suggests, they may have been depictions of envy and admiration, which eventually saw animals chosen as the sacred, or totemic, symbols of human groups, gradually turning into what we might call religion. In time, these sacred idols, or gods, came to be described in the similar human forms of their believers, a practice described by the Greek philosopher Xenophanes as anthropomorphism. Evidence of our attempt to connote animals and objects with symbolic meaning to help us make sense of the world around us is still to be found in, for example, Christianity's dove to represent the third member of the Holy Trinity, and Hinduism's god Ganesha, depicted with an elephant head and human body. Our relationship with animals has been and remains a multi-faceted one. Not only have we idolized them, we have hunted and domesticated them, harnessed their power when it has exceeded or threatened to replace our own, drawn on their capacities as pets to calm boys' supposed 'natural' brutality (Serpell 1999), and we have invited them to share our homes and lives as trusted and faithful companions. Animals have provided good service as moral agents

This paper proposes a marketing planning framework that will assist managers to address sustainability challenges in their decision making, in line with the American Marketing Association's (AMA) revised (2007) definition of marketing, which calls for a responsibility to society at large, not just individual consumers. At present, marketing's conceptual frameworks lag behind what is a fundamental and significant shift in marketing philosophy. We propose a Sustainability Marketing Model, a simple yet systematic framework that ensures sustainability cascades through the marketing planning process. In developing this, the marketing mix is replaced with a matrix that adds four critical decision fields to the traditional marketing mix - Participants, Physical Evidence, Process and Partnership - and draws on the three pillars of sustainable development - Planet, People and Profit - to ensure managers cross-check decision-making's sustainability impacts. The model is described, and implications for theory and practice, and potential directions for further research, are discussed.

The purpose of this paper is to discuss one nation's attempts at tourism branding in which elements of Indigenous identity featured as a key element of the brand, arguably impairing persuasion results. The methodology follows a qualitative and interpretivist approach. A recent tourism advertising campaign for Australia is described; observations are made regarding Indigenous Australian identity in relation to the broader national identity; recent international tourist arrival trends are discussed; and connections between this triad are proposed. The campaign under study is also compared with proximate campaigns. The study raises questions about tapping a contested national identity for tourism branding purposes, and comments on the pitfalls of inconsistency in brand positioning, drawing on available tourism data to support the discussion. The study contributes by examining nation brand from a marketing communications perspective where exaggerated identity claims are argued to undermine perceived brand image. The use of secondary tourist arrival data to support our thesis is a limitation of the study and must be seen in the phenomenological light of the overall discussion. We conclude with suggestions for further research.

The withdrawal of legitimacy presents a crisis requiring an effective communication response. Corporate social responsibility (CSR) claims are often included in the response in order to manage the impression of the organisation as meeting societal expectations, particularly in controversial industries. Alternatively, an organisation may argue its legitimacy. This paper considers the latter response, arguing that registered clubs, a controversial sector of the Australian gambling industry, use techniques of neutralisation in an attempt to justify their continued targeting of a vulnerable gambling consumer segment, problem gamblers, and forestall Government efforts to impose increased regulation over electronic gaming machines (EGMs), the key source of registered club revenues. Little extant research considers CSR communication responses during legitimacy crises. As, historically, registered clubs exist in order to make a contribution within the communities they serve, and hence were given a license to operate gambling activities, this study provides an interesting insight into how controversial industries might seek to project an image of maintaining a socially responsible and acceptable performance standard. Techniques of neutralisation are juxtaposed with theories of legitimacy and deliberative democracy, and considered in terms of impression management and agenda setting political discourse. Keywords

The purpose of this paper is to report on a single case study use of the sustainability tourism marketing model, as proposed by Pomering, Noble and Johnson (2011) in order to highlight the possibilities for tourism businesses to develop more sustainability-oriented products and guest experiences.

The tourism industry’s contribution to climate change is significant, especially due to air travel. The purpose of this paper is to explore psychological determinants of more sustainable tourism mobility decision-making. We present the findings from an exploratory study of young travellers, from Australia and Sweden into the links between attitude to anthropogenic climate change (AAcc) and demand for information about the environmental impacts of personal travel; and tourism suppliers’ sustainability orientations. We find AAcc related to a number of key sustainable tourism mobility information demand variables, for example, desire for more information about sustainability on travel companies’ websites, as presented in Table 1. Implications and further research directions are discussed.

A decade has passed since John Urry's second examination of 'the tourist gaze' and over two since his first treatment of this agenda-setting theory about holidaymaking, and the industry that has enveloped it. The third iteration of this topic, The Tourist Gaze 3.0, continues to hold up a mirror to our holidaying behaviours, their interactions and impacts and ponders what this reflectionmight look like in the future, given tourism's increasing carbon footprint.

Corporate social responsibility (CSR) claims are often included in the response to withdrawal of legitimacy in order to manage the impression of the organisation as meeting societal expectations, particularly in controversial industries. Alternatively, an organisation may argue its legitimacy. This paper considers the latter response, arguing that registered clubs, a controversial sector of the Australian gambling industry, use techniques of neutralisation in an attempt to justify their continued targeting of a vulnerable gambling consumer segment, problem gamblers, and forestall Government efforts to impose increased regulation over electronic gaming machines (EGMs), the key source of registered club revenues. Little extant research considers CSR communication responses during legitimacy crises. Techniques of neutralisation are juxtaposed with theories of legitimacy, and considered in terms of i agenda setting political discourse in analysing registered clubs' sought societal legitimacy.

This article provides a brief review of nation branding, tourism and national identity literature. The identity of Indigenous Australians, in relation to the broader national identity, is examined. A discussion of Australia's recent tourism destination marketing follows. A feature of this destination marketing is an advertising campaign in which postcolonial Indigenous Australian identity is staged as authentic, using palatable, emblematic stereotypes that hark back to the notion of the noble savage. Finally, a research study to test the effectiveness of such an advertising approach for branding the tourism nation is proposed and discussed.

This paper outlines how marketing, though traditionally considered an enemy of sustainability, can play a role in implementing sustainable tourism. It notes the redefinition in 2007 by the American Marketing Association of marketing's aims to consider wider societal issues beyond those of clients and customers. It illustrates how the recognition of the importance of sustainable tourism at all scales of tourism activity provides marketing with an opportunity to pursue sustainability outcomes. We review the strategic tourism marketing planning process and conceptually develop a sustainability tourism marketing model that embeds sustainability considerations at each stage of the planning process. Our proposed model contributes to sustainable tourism theory development and offers a conceptual tool for managing a tourism organisation's ecological and societal footprint on the supply side and a critical opportunity for transforming consumer decision-making on the demand side, irrespective of tourism scale. A 30-cell matrix is proposed that cross-references a strong set of 10 marketing elements (product, price, promotion, place, participants, process, physical evidence, partnership, packaging and programming) against the questions posed by the triple bottom line of economic factors, the environmental and sociocultural concern, creating a check list of indicators for management purposes.

Demand for domestic tourism in Australia is in decline, particularly for young Australian travellers (YATs) who prefer to travel overseas. Although models exist to explain destination choice, many of these have limitations, including the assumption of a rational consumer and a focus on the functional attributes of travel and tourism. Further, there has been a tendency to replicate studies, albeit in different contexts, rather than search for new insights into destination choice. With the aim of better explaining the decision of destination choice by YATs, focus groups comprising representatives from the population of interest were conducted. The approach was to examine tourism from a sociological perspective, drawing on theories of ritual, ritual inversion and fashion. The results reveal the importance of self-identity and social norms in destination selection. It is concluded that destinations that contribute to enhancing one's self-identity, particularly when they are consistent with one's existing or aspirational social group, are more likely to be visited by YATs.

This chapter provides a discussion of the use of corporate image advertising to communicate the socially responsible identity claims of a corporation, an increasingly popular marketing communications technique. A brief history of corporate image advertising is provided, and its role, as it relates to corporate identity, and reputation, is explained. Why this marketing communication technique might inspire scrutiny from stakeholder audiences, particularly consumers, is discussed, drawing on extant information-processing theories and the contextual characteristics of corporate social responsibility-based identity portrayal using advertising. Examples are provided to illustrate the discussion. A recent experimental study investigating the manipulation of message variables to inhibit the formation of consumer skepticism toward such advertising messages is described and its results reported. Future research directions are also suggested.

Corporate Social Responsibility (CSR) has been introduced to the Chinese in the past decadethrough requirements to comply for example with Social Accountability 8000 (SA8000 is astandard of behavior deemed suitable to show respect for and accountability to society).Compliance has been required by buyers in western markets and by multinational companiesas they have entered the Chinese market. Still a clear concept of CSR is not yet widespreadamong Chinese corporations and employers. Problems raised by unethical behaviors ofcorporations continue to exist in China. As Klein (2002)1 once famously stated, it couldperhaps be argued that the entire western society has been influenced by companies whichdid not behave ethically, and almost all of those same problems can be found in China today.Culture and education have been strongly influenced by marketing; mergers, predatoryfranchising, synergy and corporate censorship have decreased the variety of consumers' choices; job opportunities have moved to countries where labour is much cheaper etc.Therefore, it is important to measure the level of CSR being employed in China byorganisations at present. This research measures the level of CSR practiced with employeesin private financial intermediation and accounting companies in Shanghai in terms ofemployee training which plays an important role in these companies. Our research alsocompares the CSR levels of Chinese companies with multinational companies.

This study compares Chinese students studying in Australia and Australian domestic students on awareness and interpretation of, and attitude and behavioural intention towards the concept of corporate social responsibility (CSR), and the influence on both of studying within an environment termed "socially innovative commerce". While previous research has found that age, gender, and study major of students may influence perceptions of CSR, this rsearch found these variables are not as significant as cultural background. These findings are presented and discussed along with future research directions.

Domestic tourism in Australia is in decline. This is particularly the case with young Australian travellers (YATs) who seem to prefer to travel overseas rather than consume domestic tourism experiences. This paper first provides an overview of theories of destination choice which concludes that such models may be inadequate in understanding destination choice on the part of YATs. A conceptual model of destination choice which examines the potential importance of and relationships between ritual, ritual inversion, and fashion is presented, following which an agenda for research is proposed.

Sustainability is increasing in importance for business and especially so for tourism, an industry that relies on the social and physical environments to stimulate demand for travel. A new framework for sustainable tourism marketing was introduced to undergraduate tourism marketing students to stimulate thinking about how existing travel and tourism firms and organisation might operate in more sustainable ways to achieve sustainability outcomes. The purpose of this paper is to present one student`s case example of how the sustainable tourism marketing mix framework might be applied to a tourism business: a passenger rail corporation. The method used is a single theoretical case study. The framework and the students` assigned task in the tourism marketing subject are discussed. Results show the framework used is potentially an effective management tool. The framework, we conclude, provides a useful addition to the sustainable marketing literature and a valuable and practical education and management tool.

Marketers look to the concept of the marketing mix to help them create and present product offerings to target markets. Various conceptualisations of the marketing mix can be found in extant literature, from the traditional Four Ps, to seven Ps for the marketing of services, and broader frameworks for tourism marketing. In this paper we make two contributions to tourism marketing: (1) we synthesise three extant marketing mix frameworks to propose an optimal mix for tourism marketing managers, consisting of ten controllable elements; and (2) we further develop this marketing mix by cross-referencing each of its ten elements with the three elements of the triple bottom line reporting concept, People, Planet, and Profit to assist tourism marketing managers deal with critical challenges surrounding sustainability. The result, we argue, provides tourism marketers with an effective marketing mix for sustainable tourism marketing. The marketing mix is not just one functional aspect of the tourism organisation, but captures and reflects all the organisation’s values and decisions concerning sustainability, and signals these to key stakeholders. It is therefore a critical gauge of a tourism organisation’s sustainability stance, vital for differentiating tourism brands on a key performance attribute.

Consumers increasingly expect firms to consider their social and environmental impacts as well as their economic impacts, that is, to address their corporate social responsibility (CSR). Consumers want to know how firms do this, and may consider this knowledge when purchasing. Firms are attempting to meet these expectations and actively seeking to communicate their pro-social initiatives via advertising. The purpose of this paper is to propose two message variables necessary for effective advertising about CSR initiatives: social topic information and social impact information. A conceptual model for effective CSR advertising is proposed. A research agenda for testing the model is outlined.

With increased competition for talent and stakeholder audiences, and increasing pressure on traditional business models, sport organisations and their constituent teams are engaging in and reporting on social initiatives. The internet is an increasingly important vehicle for such disclosure. The purpose of this paper is to explore the extent and content of social disclosure information within head-quarter sport organisations, across different sports and cultures. Using the content analysis method, we explore the websites of 10 leading sport organisations across three country markets to inform this study. Among the results, the study finds a paucity of social disclosure among sport organisations, along with differences between sports and cultures. We conclude that while CSR programs are becoming institutionalised in some sports, this appears the result of external pressures rather than internal motivation.