IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v68y2015i12p2446-2451.html
   My bibliography  Save this article

Creating firm, customer, and societal value: Toward a theory of positive marketing

Author

Listed:
  • Gopaldas, Ahir

Abstract

This article makes three conceptual advances toward a theory of positive marketing. First, the article distinguishes what constitutes positive marketing in contrast to other pro-social marketing concepts: cause, green, and social marketing. Positive marketing is defined as any marketing activity that creates value for the firm, its customers, and society. Second, the article elaborates on how positive marketing works using contemporary examples and practice theory. Positive marketing is shown to have two dominant forms from a practice theory perspective: material-meaning innovations and practice innovations. Third, the article explains why positive marketing occurs. Augmenting the multilevel pressure theory of corporate social innovation, two additional antecedents of positive marketing are theorized: activist executives and networked customers. The concluding discussion identifies strategies for organizational success, limitations of positive marketing, and avenues for future research.

Suggested Citation

  • Gopaldas, Ahir, 2015. "Creating firm, customer, and societal value: Toward a theory of positive marketing," Journal of Business Research, Elsevier, vol. 68(12), pages 2446-2451.
  • Handle: RePEc:eee:jbrese:v:68:y:2015:i:12:p:2446-2451
    DOI: 10.1016/j.jbusres.2015.06.031
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296315002623
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.jbusres.2015.06.031?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sabrina Celestino & Antonella Garofano & Barbara Masiello & Francesco Izzo & Enrico Bonetti, 2024. "Disability and marketing: a bibliometric analysis and systematic literature review," Italian Journal of Marketing, Springer, vol. 2024(3), pages 311-337, September.
    2. Aksoy, Lerzan & Keiningham, Timothy L. & Buoye, Alexander & Larivière, Bart & Williams, Luke & Wilson, Ian, 2015. "Does loyalty span domains? Examining the relationship between consumer loyalty, other loyalties and happiness," Journal of Business Research, Elsevier, vol. 68(12), pages 2464-2476.
    3. Yanina Rashkova & Ludovica Moi, 2023. "Moving forward better marketing for a better world: a path for new research opportunities," Italian Journal of Marketing, Springer, vol. 2023(3), pages 413-428, September.
    4. Hollebeek, Linda D. & Belk, Russell, 2021. "Consumers’ technology-facilitated brand engagement and wellbeing: Positivist TAM/PERMA- vs. Consumer Culture Theory perspectives," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 387-401.
    5. Krush, Michael T. & Pennington, Julia R. & Fowler, Aubrey R. & Mittelstaedt, John D., 2015. "Positive marketing: A new theoretical prototype of sharing in an online community," Journal of Business Research, Elsevier, vol. 68(12), pages 2503-2512.
    6. Pez, Virginie & Butori, Raphaëlle & de Kerviler, Gwarlann, 2015. "Because I'm worth it: The impact of given versus perceived status on preferential treatment effectiveness," Journal of Business Research, Elsevier, vol. 68(12), pages 2477-2483.
    7. Casotti, Letícia Moreira, 2019. "Ensino e pesquisa de marketing: A pílula vermelha como alternativa," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 59(5), October.
    8. Gordon, Ross & Dibb, Sally & Magee, Christopher & Cooper, Paul & Waitt, Gordon, 2018. "Empirically testing the concept of value-in-behavior and its relevance for social marketing," Journal of Business Research, Elsevier, vol. 82(C), pages 56-67.
    9. Mittelstaedt, John D. & Kilbourne, William E. & Shultz, Clifford J., 2015. "Macromarketing approaches to thought development in positive marketing: Two perspectives on a research agenda for positive marketing scholars," Journal of Business Research, Elsevier, vol. 68(12), pages 2513-2516.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:68:y:2015:i:12:p:2446-2451. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.