Diane R. Edmondson

Portraying the Cause Instead of the Brand in Cause-Related Marketing ADS: Does it Really Matter?

The intention of a cause-related marketing campaign is to encourage the purchase of a brand so donations can be made to the partnering cause. This study compared two ads, one that portrayed the cause as the visual element and one that portrayed the brand, to determine which executional technique produced a greater effect on advertising outcome variables. By comparing two models using 495 nonstudent consumers, the study shows the brand photo had a greater effect on purchase intentions than the cause photo. The study also shows that attitude toward the cause-brand alliance is influenced by the familiarity of the brand supporting other research on brand familiaritys influence on attitude formation.

Self-Directed Learning A Tool for Lifelong Learning

A meta-analytic review of self-directed learning (SDL) research over 30 years, five countries, and across multiple academic disciplines is used to explore its relationships with five key nomologically related constructs for effective workplace learning. The meta-analysis revealed positive relationships between SDL and internal locus of control, motivation, performance, self-efficacy, and support. The use of an actual SDL project in an undergraduate sales management course and an MBA selling and sales management course is used to provide supporting evidence and practical advice for educators seeking to use SDL to promote lifelong learning skills in students.

RFID technology: a retrospective look at firm adoption with a view towards the future

This study examines the earliest stage of RFID technology development and the factors that led firms to adopt RFID technology, so as to establish a baseline to examine the present adoption of the technology. We looked for differences between voluntary and required adoption of RFID, and factors that increased the likelihood of voluntary RFID adoption. It was found that firms required to adopt RFID technology did so with a limited number of customers, while those that voluntarily adopted RFID technology did so with more customers. Firms voluntarily choose to adopt RFID technology due to external pressure, a weak power position in the supply chain and a history of prior technology adoption. Positive perceptions of the usefulness and ease of use of RFID technology increased the likelihood of RFID adoption. Several research questions are posed that when investigated, would provide insights into the changes that have occurred in the industry.

Perceived Supervisory Support: A Meta-Analytic Review

A meta-analytic review of the perceived supervisory support (PSS) literature was conducting, finding that PSS is positively related to perceived organizational support (POS), job satisfaction and affective commitment and that boundary spanning employees and degree of individualism moderate the relationship between PSS and POS.