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Learning Resource Centre Monthly Bulletin |
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Learning Resource Centre Monthly Bulletin |
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| New Books |
 B119707 Sustainable Marketing By Carvill Michelle |  B119486 Fundamentals of Digital Marketing By Bhatia Puneet |  B119758 AI for Small Business By Pallen Phil |
| Click Here to learn about the Recent Books added to our collection on different topics of Management. |
| Articles |
| Countering Search Ad Avoidance: How Political Orientation Affects Trust in Search Advertising By Davidson, Alexander Journal of Advertising. Jun/Jul2025, Vol. 54 Issue 3, p377-393. 17p. Abstract :Search advertising involves the purchasing of an ad`s position at the top of a search engine results page and accounts for more than 40% of all digital ad spending in the United States. Nevertheless, consumers are more likely to click on organic links found below search ads—a phenomenon referred to as the search ad avoidance effect. Combining system justification and construal level theory, a politically identifiable segment of consumers is argued to counter this effect. Because individuals with a conservative (vs. liberal) political orientation tend to justify systemic processes, they are more likely to trust sponsored versus organic marketing communications. Across four studies (secondary data, surveys, online field experiment), conservatives (vs. liberals) are more likely to click on search ads because they perceive them as more trustworthy. This relationship is most prevalent when consumers conduct broad searches, activating an abstract search construal that relies on a thinking style consistent with one`s core ideological beliefs and values. However, both conservatives and liberals are equally likely to click on search ads when they conduct more specific searches, activating a concrete search construal that enables a thinking style that is context-dependent and therefore diverges from one`s core beliefs and values. | |||
| Unpacking the Role of Ethical Leadership in the Era of Sustainable Development Goals and Values-Based Marketing By Tolstoy, Daniel;Melén Hånell, Sara;Ghauri, Pervez N Journal of International Marketing. Jun2025, Vol. 33 Issue 2, p19-38. 20p Abstract :Tackling the United Nations` Sustainable Development Goals (SDGs) has become a key strategic marketing activity for multinational enterprises (MNEs) to build their reputation and ensure their brand value. However, SDGs can cause goal conflicts for MNEs, resulting in firms not being equally responsive to all stakeholders. Therefore, this study explores how ethical leadership, underpinned by a corporate purpose, enables MNEs to pursue SDGs in foreign markets. The researchers argue that ethical leadership based on a corporate purpose can provide strategic direction for MNEs, thus enabling them to focus on selected SDGs that can be integrated into their values-based marketing agendas. Further, the findings reveal that a corporate purpose can offer consistency and perseverance in the exertion of ethical leadership at the local market level; however, ethical leadership may require organizational members to disassociate from structural inconsistencies and goal conflicts in pursuit of SDGs. Thus, the study makes a significant contribution to the literature on international marketing by adopting an ethical perspective to explain how MNEs can strategically position themselves in relation to SDGs in international markets. The findings suggest that ethical leadership can build a foundation for credible marketing communication while serving as a driver of values-based marketing programs. | |||
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| News |
| Govt, industry hold talk on issues over marketing code for medical devices By Business Standard; 27 Jun 2025 |
| Unlocking growth, learning from leaders & navigating AI By Economic Times, Brand Equity, Jun 27 2025 |
| End of an era? Anna Wintour steps down as Vogue editor after rewriting the rules of media and marketing By The Financial Express; Jun 27, 2025 |
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