The Concept Of Ethical Consumption Marketing Essay

Published Date: 23 Mar 2015

To present the concept of Ethical Consumption it needs to be acknowledging what is ethics and consumption. Ethic is a set of norms, principles or values that guide people's behaviour (Sherwin 1993), and what is ethical or unethical is based on individual perception of right and wrong in other side consumption can be define as the process of buying or using goods that materialises when the consumer processes the product or service information, as a logical thinker (Holbrook et al. 1982: 132). Ethical consumption takes place when individuals purchasing goods are considering values of caring for other people, concerns for fairness and/or for the environment.

The phenomenon of Ethical Consumption started to rise in the last fifteen to twenty years. This concept is directly related to the conscious and deliberate choice to make certain consumption options due to personal and moral beliefs (Carrigan et al., 2004:401). The ethical consumer strives to enhance their wellbeing through purchasing behaviour that avoids harming or exploiting humans, animals and the environment (Harrison et al. 2005: 4), and these represents the positive choices; additionally in this ample concept it can be included actions as recycling behaviour and philanthropy [1] .

Consumption can be perceived as an instrument to achieve satisfaction on the material level; this consumer pattern is also moulded by groups and societal values: consideration for others and also for our eco system, leading to the concept of Ethical consumption, that can be identify as a tool to social change. Citizens and consumers are social actors that are recognizing more sustainable forms of consumption by optimising environmental, social and economic consequences in order to reduce ecological damage and "demand" labour rights to be respected. All consumers are "forced" to consider the increasing consequences of their habits, and existence (Harrison et al., 2005:3). We are now living in the world of disposability, of instant convenience where everything is disposable, however society is waking up and starting to reject these ways. There is a reform to the basic, to old values (Arnold 2009:4).

Ethical consumption can be seen as an integration process, between producers and consumers, ethically minded consumers feel accountable towards the environment and the society, and they strive to express their values through their shopping habits. Ethical branding strategies are designed to support ethical business and ethical claims, these strategies are accomplished through all phases of a brand products lifecycle [2] ; leading to consumers perceptions and attitudes towards ethical purchasing (Tustin et al., 2008:24). Brands that are perceived as "good citizenship [3] " hold a good reputation on the consumer eyes, accentuating the responsibility of companies and consumers, producing/ purchasing products and services that pursue to minimise the social and environmental damage.

It is quite clear exactly what is feeding this concept to grow, and Rob Harrison (2005) proposed seven factors inciting the growth of ethical behaviour: the globalisation of markets leading to the debilitation of national governments; this action drives to a rise of transnational corporations and brands; the growth of campaigning pressure groups which occurs as a result of the previous processes; the social and environmental consequence of technology; a shift in market power towards consumers; the effectiveness of market campaigning and also the enlargement of corporate social responsibility [4] (Harrison et al., 2005:3). However the main sources of the rapid progress of ethical awareness in the consumer shopping behaviour are the communication channels driven by the easy access of information, from websites as "Ethical consumer guide" and "Keep it ethical"; increasingly ethical awareness of issues related to products and brands leaded by the most effective channel the internet.

1.2 Study focus

Although Ethical consumption seems like an ideal conception of consuming habits, there are issues stopping this idea to fully succeed. One of the strongest issue is price sensitivity, consumers are willing to pay extra pennies for ethical products, not small fortunes; another point is personal experience considering that some consumers cannot identify ethical products from non-ethical; ethical obligations as another issue where people feel difficult to consume certain products only based on the ethical claims; one critical point is the lack of information, where consumers feel that they are not fully informed in order to make the right purchasing choices; quality perception as other concept, sometimes people perceived that ethical products do not hold quality or flavour for example, as mainstream [5] products; cynicism considering that a high number of companies exploit for example the concept of environmental friendly, without any care for the environment which is named as green wash, leading to the lack of confidence to ethical products and finally the sense of guilt to support these exploited groups (Bray et al., 2010:5). Although other authors like Show et al., (2004) and Carrigan et al. (2001) defend, that ethical consumers are confused by: the lack of information, or too much information, restrict product choices and their availability, they also add that the lack of commitment plays an important role, additionally these authors go further believing that ethical consumers trust that their purchase choice does not make a significant difference amongst the others. Different authors point different issues as critical for this concept to flourished has it should. However all authors agree that communication, consumer's education and the lack of trust is a significant concept for the shortcoming of ethical consumption.

1.3 Dissertation structure

What is proposed in this study is to analyse in depth one successful ethical corporation "Unicorn Manchester Cooperative Groceries", to understand how they show, educate and encourage consumers to follow their brand message through their ethical products; additionally how "Unicorn" procedures leads customers to trust them, finally it will be investigated their internal communication strategy. At this investigation it will be analysed trust, brand loyalty, brand message and internal branding, furthermore it will be acknowledge what their customers feel about their communication strategies and if they fully understand the meaning behind their purchases, what the company stands for and if the strategies used, drive customers to trust and became loyal to this business . To access this knowledge and to understand the communication strategy it will be made an interview to one of the cooperative members, which is accountable for the marketing and communication, education and advertisement of this business, with the purpose to gain an insight of strategies adopted by this company. As a following step is needed to be acknowledge if customers are actually receptive to all these techniques adopted by the company by doing a small survey that only mention the communication strategies placed on the shop floor; to hundred and thirty customers.

1.4 Aims and objectives

The outcome of this case study is to acknowledge and understands the ethical communication strategies adopted by this specific company and understand their effectiveness.

Understand the Ethical Communication strategies used by Unicorn Cooperative

Appreciate the channels used in order to build trust guiding to brand loyalty

Acknowledge if customers fully understand the meaning behind their purchases

Recognize the importance of Internal branding in ethical businesses

How is possible to transfer this knowledge to other cases, business, institutions and so on.

Research question:

How does "Unicorn- Cooperative" develop consumer trust into their ethical brand?

Hypotheses:

1. Trust is a key concept for the development of Brand loyalty

2. When brand message is communicated effectively, consumer tend to develop trust

3. Internal Branding high levelled the trust

Literature review

2. Literature Review

2.1 Ethical Consumption

Nowadays consumption can be perceived as a way to achieve social equality and a better environment. Ethical Consumption can include the purchasing behaviour that respects workers treatment, fair trade food, non-genetically modified food, environmental concerns, human rights, racial or gender prejudice, (Szimigin et al. 2006: 608). An increasing number of consumers are conducting changes in social conditions and business practices and they are progressively committed on these changes, this factor is what distinguish political consumer from ordinary consumer (Sandicki et al. 2008: 3).

People are encountering more sustainable forms of consumption, and acknowledging individual and collective level of benefits, in order to meet the needs of current and future generations (Lunchs et al. 2011:2), affecting business and retailers to respond to this growing demand. At the same time individuals acquire a relation with ethical consumption that tend to be driven by a larger context, enforcing some kind of reflection which can be influenced by social groups (Barr et al. 2011: 715).

Ethical consumption embraces two major groups positive buying is what was mention previously and in the opposite spectrum is the negative buying which can include boycotts and avoidance of certain brands on a permanent basis, considering their association with some political issue that the consumer opposes (Sandicki et al. 2008: 2). Furthermore these movements in great majority accomplish their objective, by changing business conventions to a more eco and social friendly practices. Consumption as an increasingly important purpose in contemporary society, these movements materialise ideologies of consumption [6] (Kozinets et al. 2004:692). Consequently, businesses are trying to blend ethical consumerism into their practices, as a result of pressure from consumers, considering that their perception is also linked to their consumerism (Tustin et al. 2008:25).

Characteristics that run through all these consumption manifestations:

Organisation, consumers envisage to organise a coherent set of activities informed by the actions of different organisations, including consumer bodies

A desire for change, consumption as a tool of its own transformation

Rights, consumers have rights that have to be fought

Collectively, by working in groups, individuals hold a strengthen power for change

Values, consumption as an exchange of moral messages, consuming can be good or bad

Implications, consuming has effects, on other people and society or on the environment.

(Harrison et al., 2004:40)

Thankfully to the growing number and easily accessible information enhanced by the media interest of political issues (Harrison et al. 2004:69), consumers are more aware of ways to minimise environmental damage and change social issues.

Some authors defend that there are more "hidden" reasons to purchase ethically, other dimension that evocates the individuality of each of us, they see ethical consumption as a integrative process, where the consumer tries to achieve: distinction, by distinguishing themselves in a proactively way through their actions; hedonism action that produces pleasure, the consumer feel good about himself purchasing ethically; love which demonstrates compassion to others and personal values and aesthetic appreciation, considering that ethical products tend to be classified as premium [7] brands, meaning more expensive which some individuals identify with them for their classification (Szimigin et al. 2006:610), and these are some of the extra aspects that the marketer needs to acknowledge when suggesting these products. However the most persuasive reason for people to consume more ethically is the power of social change, by "forcing" brands and companies to adopt more ethical strategies for their business practices.

This seems the ideal consumption concept, however as many concepts in business has their faults to fully succeed, as mention previously the: personal experience; ethical obligation; lack of information; quality perception, cynicism and sense of guilt. The deprivation of effective information is a major barrier for this concept to accomplish their objectives. If consumers are not informed or even educated of these practices and strategies in some respects ethical consumption is failing in delivering a proficient communication. There is a high number of literature and case studies where consumers for example are willing to purchase eco-friendly brands, however they witness a very difficult task to identify these products, proving that these consumers are not very aware of ethical communication strategies (Picket- Baker et al. 2008: 290). Adequate communication prevail a disregard link between some companies to the mass consumer. This matter deviates the idea of ethical consumption; since all consumers are possible ethical consumers (Harrison et al. 2005: 69).

2.2 Marketing Communications/ Communication Strategies

Communication strategies is a core concept for this investigation, as it will be study the ethical communication strategies of one particular company and acknowledge how these support the business reaching trust amongst the customer. However to reach that picture it needs to comprehend in general the notion of marketing communication.

All organisations to survive needs to exchange information to their stakeholders, Marketing Communications is the design, implementation and control to reach organisational objectives, through the consumer market point of view, marketing strategies is a method that will increase consumers positive thoughts and attitudes towards a brand or product, (Peter et al. 2010:25) basically is a management process through which an organisation engages with its various audience (Fill 2005:7), only strategically distributed can help organisations to lead a competitive position (Holm 2003: 23), by understanding the audiences, organisations explore actual messages that would be appropriate for their stakeholders. Following the previous sentence, marketing communication is a concept that bridges information between customers and potential customers to the business foundations, remind the stakeholders about the business essence, also reassure the distinctive aspects for other competitors additionally provide information about products and brands values, persuade the target audience to change attitude (Dahlen 2010:43). The Marketing Communication mix embraces every type of messages such in advertising, public relations, promotions and personal selling simultaneously direct response advertising, personal communication, public relations exhibitions and online exhibitions. All these different methods can work independently or ideally blended to accomplished communication goals.

Promotional Objectives

Target Audience

Context Analyses

Direct Marketing

Sales Promotion

Research and Evaluation

Personal Selling

Resources

Positioning

Public Relations

Figure 1_ the system of Marketing Communications (Fill 2005:28)

This concept promotes and maintain a dialogue with their audiences to create a Brand Equity, brand associations, brand dominance and brand prospects (Dahlen 2010:14), this it will influence conception of value in comparison with the benefits and costs, being the ideal situation to raise the benefits and decrease the costs (Holm 2006:23). Marketing communication can be perceived as: management and control of all communication strategies; also ensures brand personality, positioning and messages that should be distributed consistently throughout all components of communication and additional strategic analyses, implementation and control of the choices of marketing strategy (Smith et al. 1999:4).

Communication is the act of sending a message to others in a way that these can interpret and decode the message, communications is essential to build trust on others(Anderson 2005: 169).Communication strategies can be defined as a constant pursuit to verbalize and decode the messages, in situation where these messages have not been decipher (Toronoe 1981: 287). A favourable communication is based around a committed, articulated brand idea as a foundation to sustain and build relations with customers (Dahlen 2010:2). The main target of Marketing Communication is to influence the judgment of value through communication, this process materialises when individuals share meaning, by developing a dialogue, where participants are capable to decipher the meaning of the messages and simultaneously being able to respond, and this exchange is possible through knowledge and understanding of the communication process.

In overall process for organisations to be successful in their communications strategies, it is fundamental for them to understand their customers, the way they absorbs information, how they develop attitudes and how they react to marketing communications stimuli . However it necessary to identify, select and develop which communication tool it will be used to apply the most suitable brand communication to reach their target audience (Schultz et al. 1999: 309).

The cognitive position perceives the consumer as the problem solver, using the various process to reasoning, forming ideas and gaining knowledge in their own individual way of decoding information (Fill 2005: 117). The previous judgment makes essential for organisations to build a strong Brand Narrative, based on a "story" that frames cultural codes, cultural expectations and stereotypes, essentially needs to create a "story" that reflects our times (Dahlen 2010: 13). The brand narrative is intrinsically consistent dialogue, which connects people, events and experiences which can lead to Brand Equity [8] . Brand attitude is an imperative characteristic of brand equity, which is intended to influence consumers to purchase the brand, through consumers' attitude is possible to measure the brand success (Peter et al. 2010:232).

Brand and customer equity

Relationships Advocacy

Advocacy

Marketing communications

Marketing communication mix

Traditional and non-traditional media

Channel partners

Positioning

Branding

Image and Brand management

Outcomes

Marketing Communications

Media Scape

Narrative

Brand

Ongoing

Figure 2_ Brand Narrative components (Dahlen 2010:6)

Until certain extend brand equity, brand narrative develop a marketing stimuli directed to their target choice, guiding them in the way they behave, think and how they feel (Peter et al. 2010:25) and individuals express themselves, or aspire to be through brands, somehow consumers employ marketing communications to chase personal meaning through their consumption (Dahlen 2010:07). Meaning that by elaborating a brand narrative business is essential to have a deep knowledge about their target market.

Customers are seem as problem solvers, through communication strategy perspective, their capability to message decode is affected by their level of elaboration and advertising is the conducive way of channel information to consumers, who then has the opportunity to appreciate the message according to their experiences (Fill 2005:197).

2.2.1Brand message- Communication Effectiveness

Brand message is essential for this study, taking in consideration that it needs to be apprehended the communication effectiveness of "Unicorn" strategy, not measuring but understanding the effectiveness of their brand message, how this business is being so successful in communicating their values, when others in ethical trade are failing, essentially understand how "Unicorn" engage customers through their brand.

Communication is an important means for organisations to reach their customers and potential customers (Bendixen 1993: 19), and this can be achieved through advertisement. Many advertisement models were tailored with foundation on Lavidge and Steiner hierarchy of effects model, this model defends that the customer purchasing process starts from awareness, to knowledge, then liking, moving to preference than conviction and finally purchase. The next model has foundation on Lavidge and Steiner effects structure, where Bendixen applied some changes:

Forces of Communication

Impact Specificness Credibility Relevance

Conviction

Comprehension

Action

Unawareness

Awareness

Forgetfulness Incompreheension Hotility Aphaty

Barriers of Communication

Figure 3 _ Brand loyalty the 5 stages of Communication (Bendixen 1993: 21)

All components of the promotion mix hold diverse magnitudes to communicate. The effectiveness of each communication channel can be chased from the state of unawareness to all the other stages until purchase (Fill 2002: 18).

2.2.2 Brand message and trust

The effect of the brand message also has an impact on trust and relationship commitment (Sharma 1999: 152), some studies suggest the critical role of effective communication plays an impact on the perceptions of quality, trust and relationship commitment, it involves the formal and informal channels between customers and the organisations, is meant to give real expectations and educate customers (Sharma 1999: 163). The effectiveness of cause related marketing may have an imperative influence in customer choice (Pracejus et al. 2004: 639).

Communication effectiveness/ Brand message

Functional quality Technical quality

Trust

Relationship commitment

Figure 4_ Conceptual model of determinants of relationship commitment (Sharma 1999: 156)

Effectiveness is an important derivative of communication strategy taking in consideration that for these to have a positive outcome into the target audience, it needs to achieve what was meant to achieve, the audience must decode in the way that the marketer thought that they would decode and if the audience can acknowledge the full meaning and understand the overall brand message, this process was successful, also has impact in which different communication channels to adopt and how it will affect particular consumer responses (Grace et al. 2005: 114), this might be through advertising or any other avenue. If customers acknowledge the brand message and this is something that they aspire or goes according to their values, consumer will tend develop trust with the brand through their messages.

Consumer brand knowledge could relate all descriptive and evaluative brand information. In this spectrum, different levels of knowledge as attributes, benefits, thoughts, feelings, that are linked between them (Ghodeswar 2008: 4) would form a reaction to the brand message, and this reaction should be as expected by the brand in this way they accomplish their communication goals. Understanding brand message has an effect to future purchases, through brand relationship that also involve brand satisfaction, brand trust and brand attachment (Esch et al. 2006: 103), brand message need to be clear and adopt the most appropriate channels in order to achieve their target audience. By using their communication strategies effectively will lead to consumer relationship, trust that eventually will turn into brand loyalty.

2.3 Brand Trust

Trust develops when one actor has positive assurance with a trading partner (Zboja 2006: 382), as a process that meets their customer expectations and probably overcome these ones. Brand trust is built over the acceptance that brand value can be design and improved in order to overcome consumer satisfaction concerning the product attributes. Brand qualities might also add value to an existing relationship between customers and brands, being trust one of the most critical elements of this relation. Trust is a feeling based on security and in this context trust has foundation in brand reliability and brand intentions; brand reliability is the capacity of brand to correspond to customers' needs, in this dimension is necessary to accomplished what the customer is expecting from the brand; and brand intention has emotional roots, which accredits that customers are in an vulnerability situation when making purchasing decisions (Delgado- Ballester 2001: 1242).

Consumer trust and satisfaction about a specific brand and the retailer will drive to repurchasing behaviour; trust is a significant element that bridges satisfaction, individual connection towards a brand as shown on figure five.

Trust in the Brand

Trust in the Retailer

Reseller Repurchase Intentions

Satisfaction with the Brand

Satisfaction with the retailer

Figure 5_ Conceptual model of the relationship between consumer perceptions of brands and retailers ( Zboja et al. 2006: 382)

Relationship formation is balanced by customer, product and brand attitude. A brand with very distinctive attributes that adjust to customers' values and behaviour tend to develop relationship based on the products categories (Hess et al. 2005:316). Trust is involved in brand credibility, and this creates brand loyalty as an element of brand equity and a key concept in customer relationship, and this might be the strongest connection in the marketing tools (Reast 2005:5).

Credibility- based

Credibility based trust correlates

(Conative)Brand trust

Performance- satisfaction based

Trust Correlates

(Cognitive)

Truthful

Fair minded

Sincere

Shows concern

Similar values

Gives confidence

Competence

Expert Status

Reputation

Personal Experience

Usage History

Fulfil expectations

Quality consistency

People experience

Quality level

Dependability

Figure 6_ Two component model of brand trust correlates (Reast 2005: 5)

The left column represents what a brand should provide and the right column is what customers will perceive if content.

Credibility demonstrates the honesty and values of the brand where it can be delivered through advertising, packaging to personal interaction (Reast 2005: 9). Brand trust is establish through personal experience with the specific brand, consequently this experience it will guide consumers evaluation of any direct and indirect contact, being the consumption experience the most important as a foundation of trust. Brand trust offers some kind of security, considering that the brand will meet consumption expectations that will have an influence on commitment. (Delgado- Ballister 2001: 1254).

Brand properties are vital to ultimate if customer decides to trust it or not. Consumers tend to judge a brand before forming a relationship with it, Lau believes that individuals develop brand trust according to reputation, predictability and proficiency (Lau et al 2009: 344);furthermore trust can be perceived as an ingredient that contrast relationships from transactions.

Trust and satisfaction are crucial elements in building personal relationships that eventually will lead to brand loyalty; which has been conceptualised as a repetitive purchasing behaviour of a brand (Lau et al. 2001: 351).

2.3.1 Trust and Brand Loyalty

Within the marketing discipline concepts as trust and brand loyalty are linked together, considering that is through trust that brands achieve loyalty from their customers. The consideration of trust in brand is supported by: the relationship between brand and consumer, that implies that the brand hold some characteristics that goes further than a simple product or service; in other spectrum brand trust is also associated to brand value, which is much more than consumer satisfaction, other characteristics can add value to the existing relationship between a brand and a consumer, being trust the most significant property of this relation. (Delgado- Ballester 2001: 1241).

Trust in a brand is positively associated to brand loyalty which brings many benefits to the organisation. The brand properties are crucial to determine if the consumer will trust or not this business if the reaction is positive and the customers is repurchasing over again it will be achieved brand loyalty.

Brand Predictability

     

Additional Information

Job Specifications are in Word format, to download a viewer for Windows click Here or for Mac users click Here all other documents are in PDF format you can get Acrobat Here

Recruitment Policy:

Click Here

Candidate Guidelines:

Click Here

Job Share Scheme:

Click Here

About MMU:

Click Here

Disabled Candidate Support:

Click Here

Job Details 

Job Reference:

G2/2245

Job Title:

Marketing Assistant

Location:

All Saints

Closing Date:

16 October 2012

Salary Range:

£ 18340.00 to £ 19972.00

Benefits

Holiday Entitlement:

25

Pension: 

Yes

Job Details

Division: Marketing, Communications & Development

Department: Marketing & Communications Office

Work Pattern: Temporary

Application Form: Click here for Application Form

Job Description:

The University only accepts applications on a valid application form which can be downloaded by clicking here.

You can then upload your completed application in the My Documents section once you have logged in.

Please note that a curriculum vitae (CV) will not be accepted for this vacancy.

Manchester Metropolitan University

MARKETING, COMMUNICATIONS AND DEVELOPMENT

MARKETING ASSISTANT

(Full-time / Fixed 2 year contract/)

Grade 4: £18,340- £19,972 per annum

We are seeking a Marketing Assistant who is looking for an exciting, challenging role and has excellent marketing and administrative skills.

This hands-on post will be part of a new marketing team in the Faculty of Business and Law. This new faculty brings together the Business School and Manchester Law School and will support around 7,000 students in the new £75m teaching and research headquarters. You will also be part of the 40-strong central Marketing, Communications and Development department which supports marketing, alumni, development and web services for our eight faculties and a range of central services.

You will provide marketing and administrative support for a number of key projects and activities including the student recruitment activities such as open days and visit days, photographic and video shoots for promotional materials and case studies, course advertising and copy writing to further promote the Faculty and to raise its regional, national and international profile. You will also be involved in a rolling programme of high profile corporate events, ceremonial arrangements for degree ceremonies, internal and external communications, and PR for the University's Press Office.

You will be the main point of contact for a range of internal and external customers and stakeholders, including academics, VIP guests, suppliers and student ambassadors and will be required to deliver high levels of customer care.

For an informal discussion regarding the requirements of the role please contact Catherine Seddon, Marketing Manager ([email protected])

For more information and to apply online, visit http://www.mmu.ac.uk/jobs If you do not have access to the internet or require an application in an alternative format please contact the Recruitment Team on 0161 247 3502 quoting reference G2/2245.

Closing date for receipt of applications is 16/10/12. Applications must be submitted by midnight on the closing date.

MMU values diversity and welcomes applications from all sections of the community

Contact Details:

Contact Name: Katherine Wrigglesworth

Contact Number: 0161 247 3502

For applicants who do not currently have the right to work in the UK, jobs in Grades 1-6 (£13,085 to £26,391) are highly unlikely to attract a Tier 2 certificate of sponsorship (formerly a work permit) based on the guidelines set out by the UK Border Agency. As such applications from these candidates will not be considered until The University has exhausted the resident labour market. For further information please visit the UK Border Agency website, www.ukba.homeoffice.gov.uk

     

Additional Information

Job Specifications are in Word format, to download a viewer for Windows click Here or for Mac users click Here all other documents are in PDF format you can get Acrobat Here

Recruitment Policy:

Click Here

Candidate Guidelines:

Click Here

Job Share Scheme:

Click Here

About MMU:

Click Here

Disabled Candidate Support:

Click Here

Job Details 

Job Reference:

G2/2245

Job Title:

Marketing Assistant

Location:

All Saints

Closing Date:

16 October 2012

Salary Range:

£ 18340.00 to £ 19972.00

Benefits

Holiday Entitlement:

25

Pension: 

Yes

Job Details

Division: Marketing, Communications & Development

Department: Marketing & Communications Office

Work Pattern: Temporary

Application Form: Click here for Application Form

Job Description:

The University only accepts applications on a valid application form which can be downloaded by clicking here.

You can then upload your completed application in the My Documents section once you have logged in.

Please note that a curriculum vitae (CV) will not be accepted for this vacancy.

Manchester Metropolitan University

MARKETING, COMMUNICATIONS AND DEVELOPMENT

MARKETING ASSISTANT

(Full-time / Fixed 2 year contract/)

Grade 4: £18,340- £19,972 per annum

We are seeking a Marketing Assistant who is looking for an exciting, challenging role and has excellent marketing and administrative skills.

This hands-on post will be part of a new marketing team in the Faculty of Business and Law. This new faculty brings together the Business School and Manchester Law School and will support around 7,000 students in the new £75m teaching and research headquarters. You will also be part of the 40-strong central Marketing, Communications and Development department which supports marketing, alumni, development and web services for our eight faculties and a range of central services.

You will provide marketing and administrative support for a number of key projects and activities including the student recruitment activities such as open days and visit days, photographic and video shoots for promotional materials and case studies, course advertising and copy writing to further promote the Faculty and to raise its regional, national and international profile. You will also be involved in a rolling programme of high profile corporate events, ceremonial arrangements for degree ceremonies, internal and external communications, and PR for the University's Press Office.

You will be the main point of contact for a range of internal and external customers and stakeholders, including academics, VIP guests, suppliers and student ambassadors and will be required to deliver high levels of customer care.

For an informal discussion regarding the requirements of the role please contact Catherine Seddon, Marketing Manager ([email protected])

For more information and to apply online, visit http://www.mmu.ac.uk/jobs If you do not have access to the internet or require an application in an alternative format please contact the Recruitment Team on 0161 247 3502 quoting reference G2/2245.

Closing date for receipt of applications is 16/10/12. Applications must be submitted by midnight on the closing date.

MMU values diversity and welcomes applications from all sections of the community

Contact Details:

Contact Name: Katherine Wrigglesworth

Contact Number: 0161 247 3502

For applicants who do not currently have the right to work in the UK, jobs in Grades 1-6 (£13,085 to £26,391) are highly unlikely to attract a Tier 2 certificate of sponsorship (formerly a work permit) based on the guidelines set out by the UK Border Agency. As such applications from these candidates will not be considered until The University has exhausted the resident labour market. For further information please visit the UK Border Agency website, www.ukba.homeoffice.gov.ukBrand Liking

Brand Competence Trust in the Brand Brand loyalty

Brand Reputation

Trust in the Company

Figure 5_ Consumer Trust in a Brand and the link to brand Loyalty (Lau et al. 1999: 344)

Businesses not only want to satisfy customers but they strive to build a relationship with them, customer loyalty has been selected as one of the most important concepts in strong brands, moreover any relationship between consumers and brands are built on trust (Hess et al. 2005: 314).

Antecedents Influences

Relationship Conditions

Commitment Dimensions

. Brand Characteristics

. Customer

. Product/ Service/ Performance

. Firm Responsiveness

Trust

Satisfaction

OutcomesPersonal Connection

Functional Connection

Figure 6_ Trust- based commitment process model (Hess et al. 2005: 315)

Loyalty is a concept that all businesses aim to achieve amongst to their customers, however is not a permanent status; organisation need to keep update the likes and dislikes of their audiences in order to deliver what they want now and for the future, the competition is fierce more than ever is essential for brands to be a step ahead of the game.

Brand community can be perceived as an extension of Brand loyalty in a deeper level, this movement is expressed amongst consumers that share the same values and hold mutual respect for each other and for the brand, customers have a common brand enthusiasm, they belong to a social identity where members participate in collective actions which reveal group commitment (Dahlen et al. 2010: 266).

2.4 Advertising Strategy

Message or stimulusThe advertisement is one of the most important processes in communication strategies, is through this that the mass consumer has the first contact with brands. The main objectives are commonly defined by sales and market share and additionally their goals are set through marketing strategy like awareness and image. The crucial starting point is to forecast consumer actions and competitors' responses. By opting advertising strategy the organisation will gain a competitive edge and also to direct all the activities and ideas towards a common goal (Parente 2000: 3). Advertising can influence huge audiences by present knowledge that permits the target market to understand what the product is and the differences to other similar products (Fill 2002: 486). This message presented by the advertisement will create thoughts (cognitive process)to people while they view, read or listen the messages, these thoughts are the result of the reflection of the cognitive process that these people experience where the outcome can be positive or a totally rejection of the communication (Fill 2002:494).

Advertisement Execution thought

Product Message thoughts

Source orientated thoughts

Attitude to the Advertisement

Attitude to the Product/ Brand

Purchase Intentions

Figure 7_ A cognitive processing model, adapted from Lutz et al. (1983)(Fill 2002:495)

Nowadays is not only about selling the right product, at the right price, in the right place, obviously theses are important factors however the right attitude and the right communication exhibit by the employee and the organisation is crucial. Both employees and organisation need to acknowledge the marketing, communication concepts and blends all these through a strategic way of presenting to the customer (Parente 2000:9).

The advertisement should create purchasing motivation, and these will ultimate how much information about the product the advert should contain, the brand familiarity is decisive how much consideration needs to be concede to the product itself and also how complex the advertisement can be (Dahlen 2010: 294). Is through a campaign that all activities complete each other, with a common goal. The advertisement is designed to stimulate awareness and encourage consumers to purchase the brand (Parente 2000:101). Also will help to create a relationship between customer and organisation which will lead to trust and commitment, this perceived value can guide to a variety of attributes, to meet the target needs (Fill 2005: 235). Basically advertisement needs a grounds strategic which are: the management of brand equity; the target of the messages; the purpose of marketing strategies and to finalise the target and deliver of the messages (Parente 2000:112)

Desired Communication Effect

Action Associated with Effect

Awareness

Establish, maintain or increase

Comprehension or Understanding

Establish, maintain or increase

Conviction or Believability

Establish, maintain, increase or reinforce

Trust

Establish, maintain, increase or reinforce

Attitude

Establish, maintain, reinforce or change

Image

Establish, maintain, reinforce, change or intensify

Figure 8_ Objectives and their action words (Donald 2000: 104)

Product advertisement should achieve positive publicity, by presenting appealing and newsworthy information to the media. For organisations to deliver their messages they need to embrace services of effective media, which are the most appropriate for their business and clientele. The selected media needs to deliver the message to the target audiences; besides this class of media, Internet became an increasing tool in Advertising.

2.5 Internet Strategy

"Technology can certainly assist in encouraging cross- boundary sharing, because it's easier to do, people are more likely to do it, but technology alone is no guarantee"

Boone 2001:245

Internet is perceived as an indispensable ingredient for communication strategy, is a medium where organisations can interact with consumers in a more personal and direct way varying from: shop window, information, discussion group, reviews and enquiry forming an interactive relation. It completely changes communication strategies, it gives to the customer a much wider choice, of products, information's and services and for those working within the organisation it gives opportunity to gain new skills and improve companies performance (Chaffey et al. 2009: XII), internet presents new challenges and opportunities to communication strategy.

The internet introduces new modes of interaction. It presents two way of communication, soon as the potential customers are on the website, organisations can attract them with affluence of information, by adding interactive options increases the willingness to purchase and also offering links to external organisations that follow their values and reinforces their business concept (Lagrose 2005:65). Also communicate with the customers in diverse options, by offering different alternative shopping choices, information or entertainment (Parent 2000:267). The easy internet access offers: efficiency, stronger relationships, fast media, interactivity, personalisation and also multi-channel options (Fill 2005:282). Additionally internet can enhance other off line media, so much so that marketers are using other media to guide customers to online traffic (Fill 2002: 603).

2.6 Internal Branding

Internal Branding is another important concept for this study, considering that is a decisive strategy for "Unicorn groceries" and something that they as an organisation strive to persevere for a successful business. Internal marketing communication cares about how the different stakeholders cooperate with each other, focusing within the organisation. Employee's behaviour is crucial for organisation goals, because of the tangible aspects of service and production but also because of the intangibles, analogous to employees' behaviour in the way they provide the service. (Fill 2005:869) Business need to develop organisational identity amongst their member and if their perception of the organisation is according their own self beliefs means that the organisation identity is strong (Fill 2002: 176).

Some authors suggest employees should been seen as customers, in the sense that by acknowledging and satisfying the needs of employees an organisation is in a better position to deliver a high quality service to "external customers", inevitable by fulfilling your staff increases their motivation about the values of the organisation by boosting employee satisfaction can generate external satisfaction and also loyalty (Ahmed et al. 2003:1177). The concept of internal branding is important for internal members to be motivated and truly believe in their brand values in such a consistent way, that is a natural act and easily pass on to customers, another reason is to deliver a powerful emotional connection, to the products and services on sale, when people believe in the brand they tend to be loyal (Mitchell 2002: 5).

Induction and training programmes increases staff commitment, successful organisations depends on good internal communication programmes, to support their messages when delivering to customers (Chernatong 2001: 5). The job of internal communications is to conceptualise differentiation, and to educate their staff about the brands promises and also educate them how to convert this knowledge into actions adaptable to customers. Additionally for strategies to succeed employees need to fully understand the context and the reasons behind the strategy (Quirke 2000:10). This procedure will support employee in their capability to deliver a service promised through recruiting, training, motivating and rewarding (Punjaisri et al. 2009: 210).

Employees that value, believe and understand their organisational culture and strategy are dedicated in following their brand promises, in other words pride staff with sense of ownership bridges all their knowledge and values about their brand into customers, succeeding in their tasks.

Better communication creates better employee satisfaction

Better communication improves perception of line manager

Higher satisfaction reduces staff turnover

Higher retention of staff creates higher customer satisfaction

Higher customer retention means higher profit

Table 9_ Better Communication means higher profit (Quirke 2000)

Internal branding is a strategy used to assist organisations, in order to advertise the brand inside, and with the objective to connect internal and external messages (Punjaisri et al. 2009: 211).

There are some factors that make the distinction of an organisation with strong internal branding, which are: a clarified brand, about their values and beliefs, balanced leadership, management and workforce holding the same values and practice; engage employee in internal branding activities and finally acknowledge if their values are delivering the expected feedback (Tosti et al. 2002: 2). By adopting internal branding strategies empower the employees to "live" the vision, that the brand has, leading into delivering this vision to customers in a very clear and consistent manner (Mitchell 2002: 5).

Internal branding is a strong strategy adopted by successful organisation in order to bridge the company's values and beliefs to the costumers; however this realisation has to go through the employees, which in the other hand also need to take in these values and beliefs in order to pass it on to customers. This process in quite crucial in ethical businesses or organisations, staff needs to be motivated about the ethical beliefs and be somehow an active part of the ethical movements in order to give the example to follow, communicate and educate customers for ethical issues and ethical alternatives.

Packaging

Packaging can be perceived as an extension of internal branding. In nowadays packaging can act as the silent salesperson, by supporting the customer in their purchases and also link the brand information to the customers or potential customer, by giving product information, tips of usage, creating also a distinction from other brands (Smith et al. 2004:542).

The packaging design can offer competitive advantage, adding value to the product, positioning a brand in a higher level. Additional to these packaging as the function to protect, offer convenience and most importantly communicate (Smith et al. 2004: 543) however the packaging as became an instrument to be used by the buyers that support them in their brand choices (Fill 2001:721). Packages can contain intangible messages, by contain product information and what distinct a specific product from others (Fill 2002: 723), this way of communicating is essential in ethical brands; the lack of exterior information needs to be balanced on the products packaging.

2.6.1 Internal Branding and trust

Trust is a natural effect of strong internal branding; effective internal communications leads to employees' commitment and loyalty. As a result of internal communication employees acknowledge organisation values and conduct which are concepts of differentiation amongst other businesses (Punjaisri et al. 2009: 211); on the other hand these differences are the reason to create enthusiasm between the customers and create higher customer loyalty (Quirke 2000: 25). After brand succeeding in engaging customer in certain way, employees need to came forward and interact with the customers and transfer their knowledge and emotion for the brand and being focus in creating a relationship (Quirke 2000: 120) and this will became durable if the product or service, corresponds to customers' expectations this will definitely lead customers to trust in the brand and employees, however for this to happen the brand has behave according to their claims and employees must understand and truly belief in this claims in order to pass it on to customers with the purpose to create a relationship based on trust.

Organisations that employ employees orientated culture, are equipped to make a positive impact on customers (King et al. 2007: 5) confidence as a result of great customer service that will contribute to relationship establish on trust.

In the case of ethical brands they have to honest and clear about their ethics is not just announcing that they are ethical they need to exhibit into actions.

2.7 Ethical Marketing/ Communication Strategy

Communicating ethics to the consumer, sometimes is not a very straight answer, the most efficient way to communicate an organisations ethical behaviour is frequently via alternative channels, such us: word of mouth; by working in the organisation or knowing a family member or friend that works there. By influencing customers and staff to be engaged in ethical programs and workshops is a starting process to build networks, and spreading the word of mouth (Harrison et al. 2005:202); some ethical organisation concentrates their resources in individuals with high "social- pro" and somehow these people work as mouthpieces for wider networks (Szimigin 2009: 225). The engagement of informal communications should not be ignored, people trust in people not always in adverts; such word of mouth, people talk about companies, their products, the service, the staff the overall experience as customers and this is critical for a company (Smith 1999: 590), considering that this avenues has more power than any other avenue, the benefits or word of mouth are the reputation, referrals and recommendations. Employees and other stakeholders have the tendency to support those organisations they perceived as ethical and boycott those they recognise as unethical.

Ethical organisations should engage consumers; to share responsibilities by communicating how change can be accomplished; first inform people what you expect them to achieve, present to these people what is possible to reach if more people engage in small changes, do it social acceptable in the way that can be part of people life (Arnold 2009: 82).

Organisations also need to acknowledge that some products sell only based on the ethical values itself, consumers often look for the right product the ethical side is only an added value, The author Arnold suggests in an ethical marketing process first needs to be acknowledge wide ethical values; second identify which are the key ethical values; after define a single ethical value; understand traditional values; acknowledge customer journey, channels and data base and finally design your message in a creative and attractive manner, to not be ignored (Arnold 2009: 86).

Formerly to design and elaborate and ethical communication strategy (as in any other communication strategy), the organisation needs to identify ethical consumers' needs and wants, considering that these products will compete against traditional options, as a result communication strategy needs to stress an additional identity in order to educate consumers to other meaning of expressing ethical values (Bezencon et al. 2010: 1306). Ethical accreditations may be perceived as a reinforcement for the act of purchasing, for example a bunch of bananas fair trade is a bunch of bananas that safeguard the quality of work to others in a situation of risk at work exploitation, there are other benefits in this product however ethical augmentations is what stands out from that bunch of bananas and is what differentiates them from other bananas.

The ethical niche targeted by some organisations will perceive their customers as vehicles of ethical values that guide their products and shop selection. These organisations by emphasizing the values and ethical benefits, also they should have a plan to integrate social, ethical and environmental target as part of their own strategy, jointly with the customers' engagement, into their values and practices of the ethical organisation (Harrison et al. 2003:223).

Marketing can close the gap of ethical consumers by visual stimulating and recalling customer for ethical issues, another way is to merchandise the product in the way it stands out next to the competitive offers, price promotions and a clear language where can be easily communicated, and decoded the values behind the product production or growth (Carrington et al. 2010:142).

Another important idea in the entire concept of ethical consumption is the packaging where businesses are increasingly adopting re-usable packaging/bags (Arnold 2010: 234), with their logo or brand name as a promotion channel; Also ethical organisations are using old bags or even old boxes to minimise waste, as the example of "Unicorn". Another option is to use one hundred per cent of recyclable material for their packaging that always contains the logo. Another essential concept for ethical communication is the need of a better labelling, Professor Klein argue that a lack of clear information on the product label prevents consumers to purchase more ethically. Other authors believe that governments can constrain businesses to expose their ethics and controls these, for example UK organic certifying bodies, UKROFS assures that the term organic as defined by EU legislation is correctly used, and reinforced that the certifier is identifiable by a code placed on the product packaging (Harrison et al. 2005:71). Additionally some companies engage and educate customers supported by leaflets, regular newsletter, catalogues and in store display (Harrison et al. 2005:81).

The essence of ethical marketing strategy does follow the general idea of communication strategy, however in this case it always needed to inform and educate customers for the benefits of the products and the ethical values behind these products and using these as an augmentation for sales; because this is a quite new concept compared with the mainstream options it needs to embrace all types of communication, as conventional media and also informal channels mention previously additionally organisations and employees needs to take by heart their beliefs in the ethical concepts by providing educative activities, workshops and also prove that they are also committed in decrease social and environmental damage by being directly engage with some sort of movement, activity that follows their values. Ethical consumption probably more than other concepts relies on a good and effective communication strategy, and all the possible options mention previously should blend together reinforcing their message.

3. Methodology

3.1 Introduction to Unicorn Cooperative

The present study embraces the social research by analysing and investigating "Unicorn Manchester- Cooperative Grocery", to gain a better understanding of their strategies in building consumer trust and loyalty to their ethical brand.

This is a well-known local (Manchester) ethical company that adopts the ethical concept as their motto and also as their business strategy, moreover as a cooperative their members own the shop they work for. This business won some awards from BBC radio 4 and Guardian (just to mention a few) for their produce, local shop and ethical values. "Unicorn" is open since 1996, mainly sales groceries that follow ethical values, such us: organic food, fair-trade products, local vegetables or even from their own farm, also baby, body care product and household goods made from natural ingredients produce in a way that does not use animal experiments; their products range from organic wine and beers, to tea, to vegetables, rice, bread and so on almost everything that is possible to find in a vegan shop. Additionally "Unicorn" holds a Deli counter where they only cook with ingredients from their shop. Another concern that Unicorn tries to avoid is the excessive packaging by having their own staple cooking ingredients which is packed with one hundred per cent recyclable material and additional to that Unicorn does not offer plastic bags, they use old boxes or even sale reusable bags. Furthermore this company charges a carbon tax foot print, using that money to contribute to a tree planting scheme.

Even though "Unicorn" defends that they seek to be one hundred per cent ethical is almost impossible to reach this number, considering that for example if they follow some kind of value behind a specific product it can be complex to follow all the other values that supports the concept of ethical consumption and also the aspect that they trust in their suppliers however is not always that they can guarantee that they are been totally honest about their claims, even though Unicorn buyers always develop research before adding new suppliers to their list, to acknowledge if they are being truly honest in their claims or if is only a marketing sales strategy without any foundation.

In every action or step made by "Unicorn Cooperative" has an ethical thought behind it and what it will be study is how they educate and communicate these ethical issues to the mass consumer, which strategies and avenues they approach to simplify the message to their customers and understand how this procedures leads people to become loyal to this brand, considering that communication strategy is a very important tool for the concept of Ethical Consumption. "Unicorn" seems the ideal business to investigate reflected by their positive adherence and engagement from the public additionally for the use of alternative channels to reach the mass consumer.

3.2 The investigation aims

"Science is a series of attitudes and rational activities, directed by the systematic knowledge with a limited object, which is capable of being subject to validation" (Trujillo Ferrari, 1974: 2 in: Lakatos and Marconi, 1991:80). Considering the universe complexity and the multiple phenomenon's' there is a need to classify the different science according to their context, meaning that the science is divided in factual and formal, being the formal science subdivided in logic and mathematical and the factual science in natural and social (Lakatos and Marconi 1991:81).

The present study embraces the social research by investigating ethical communication strategies by one specific company "Unicorn Manchester- Cooperative Groceries" To apprehend which avenues are used to build and develop consumer loyalty and trust to this ethical brand. This investigation was developed from the foundations that customers find difficult or are enable to distinguish ethical products or even enable to acknowledge the meaning behind their purchases additionally the disbelief and cynicism of ethical claims from certain businesses, as explain in detail in the Study focus chapter. The aim of this investigation is to understand what communication strategies and channels "Unicorn- Cooperative" is using to engage and educate their customers for all ethical issues behind their purchases and how these actions lead to trust and loyalty.

The evaluation process in a mandatory in marketing communications, the primary step is to evaluate if the communication objectives have been met and if has been effective, the second step is to safeguard if the channels adopted have been used in their full potential (Fill 2002: 732). To a certain extend this study will evaluate "Unicorn" communication strategies in the ambit to understand if customer build trust, brand loyalty and if they acknowledge the brand message.

The study of Ethical Communication strategies still in development, which makes this specific case study quite unique. It was adopted the case study in the way that is poss