Keith B. Murray

Using a hierarchy-of-effects approach to gauge the effectiveness of corporate social responsibility to generate goodwill toward the firm: Financial versus nonfinancial impacts

Abstract Corporate social responsibility (CSR) has long been widely acknowledged as something business should be more concerned with. However, few management models that encourage this to happen and by which managers can assess the impact of such activity on either stakeholders and/or the firm have been offered. This article describes why and how prosocial activities of the firm should be managed—and evaluated—in a conscious and explicit manner using another accepted, market-relevant paradigm. A management perspective that encourages the evaluation and control of prosocial activities by business using a hierarchy-of-effects technique to gauge impact on attitudes and behaviors of stakeholders is offered. Pilot study data derived from a controlled experiment support the view described and illustrate how goodwill can be evaluated using an affects approach to CSR.

An Analysis of the Impact of Acknowledgement Programs on Alumni Giving

This article reports the results of a field experiment conducted to assess the results of acknowledgement programs used by an educational institution. A two-year study of the giving patterns of 732 subjects revealed that more frequent communication with donors had a negative effect on their future giving behavior and the useof personal appeals had a positive effect on the size of their donations. Post-hoc analysis revealed that personal appeals had a greater effect on older alumni and alumni with a shorter history of giving. These results indicate that institutions should customize their solicitation programs to the needs of targeted segments.

The Impact Discounts and the Price-Quality Effect Have on the Choice of an Institution of Higher Education

ABSTRACT This article reports on the results of a study of the price-quality relationship as it impacts consumers institution of higher education selection decisions. This study also investigates the effect that financial discounts in the form of financial aid have on the decision to attend an institution. Based upon focus group discussions and depth interviews, a set of quality attributes were developed. A survey of 303 potential college students and their parents indicates that high price and low price institutions are evaluated higher on quality attributes than are moderately priced institutions. Further, discounts are found to have little effect on the attendance decision. Implications of these results relative to the pricing strategies used by institutions of higher education are discussed.

A Response to “Beyond the Mission Statement: Alternative Futures for Today's Universities”

ABSTRACT Mission statements are critical elements in the long-term success of for-profit and not-for-profit organizations. In “Beyond the Mission Statement: Alternative Futures for Todays Universities,” Finley, Rogers, and Galloway (2001) identify a number of possible identities they believe Institutions of Higher Education should pursue in order to be successful. This article expands on their proposed “Futures” and examines the critical role that mission statements have in defining the role of the organization and establishing the framework for effective market strategy.

An Investigation of the Influence Acknowledgement Programs Have on Alumni Giving Behavior: Implications for Marketing Strategy

ABSTRACT Understanding the factors that influence alumni giving is a critical task of institutional marketers and development officers. To better understand the factors that influence alumni support, this research reports the results of a field experiment in which the effect that acknowledgement of alumni contributions has on their subsequent donation behavior is examined. Findings indicate that more elaborate acknowledgement programs that include personalized messages are most effective in increasing alumni donations. The age of alumni and their history of giving were also found to be related to giving behavior.

Does MTV really do a good job of evaluating professors? An empirical test of the internet site RateMyProfessors.com

ABSTRACT Considerable debate continues regarding the efficacy of the website RateMyProfessors.com (RMP). To date, however, virtually no direct, experimental research has been reported which directly bears on questions relating to sampling adequacy or item adequacy in producing what favorable correlations have been reported. The authors compare the data provided by RMP relative to experimentally controlled, systematically collected data that offers a more rigorous evaluation of the findings reported by RMP. Six equivalent undergraduate course sections with 252 students were systematically studied with respect to professor evaluations using simple RMP scales versus a more complex, multi-item scale. Major findings were twofold: (a) RMP samples were entirely inadequate to statistically project the evaluations of other students at conventionally accepted research levels; and (b) statistically significant differences between stated RMP scores compared to those using a more ample attribute approach were found, with RMP evaluations biased in a negative direction.

Marketing Parochial Schools: Does Marketing Theory Contribute to Effective Practice?

Two earlier contributions have examined key issues addressing the marketing of parochial schools. Wrenn and Kotler (1993) propose that the marketing of church-related schools represents a case of social exchange activity. By contrast, Penner (1993) identifies two fundamental limitations to the application of marketing principles to parochial education, namely, role and function conflict. The present article seeks to consider the conceptual contribution of those two articles and to examine additional elements that are critical to the discussion but were not adequately addressed in the two prior articles. The article concludes by suggesting future research of potential relevance in the marketing of parochial education.

Competing Under Regulatory Uncertainty: A U.S. Perspective on Advertising in the Emerging European Market

Contemplating the 1992 changes in the European Community, this study examines among-country variation in Europe among EC members and nonmembers. Three propositions are tested against data that describe advertising regulations for four key consumer product categories. Findings indicate that there are inconsistencies in these regulations among countries in Western Europe, including EC member nations.