Browsing by Author "Wong, Leo"
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Item Consumerization of HR: the employee consumer style experience(2018) Amundson, Sandra; Wong, LeoEmployee consumer style relationships means exactly as it sounds, a customer type experience for the employee. Human Resource experts have found this topic as a trending factor to benefit businesses today. Looking internally as opposed to externally, businesses can gain a competitive advantage while retaining staff. This presentation informs the audience on what specifically is being done by businesses who have implemented ways to provide the “employee experience”. In contrast, a particular industry that lacks these practices. To conclude, some recommendations to help shift the industry in an internal direction.Item Earth Hour app marketing research(2015) Rojas, Rannie Lou; Wong, LeoMarketing research behind the launch of the Earth Hour App for 2015 was done through this independent study. The project examines people’s heuristics and behaviours towards pledging to chosen environmental activities in preparation of the hour. The study’s foundation is supported by the social distance dimension of the Construal Level theory.Item The effectiveness of donation promises in charity auctions as a cause-related marketing strategy(2012) Wong, LeoA donation promise is the amount the seller will donate in a cause-related marketing (CRM) transaction. As CRM campaigns increase in popularity, donation promises serve as a competitive attribute between products. Thus determining how consumers perceive and respond to varying donation promises becomes important. This study examines the relationship between donation promises and charity auction revenue. Results of three controlled field experiments indicate that higher donation promises lead to increased selling prices ,although at a diminishing rate. Furthermore, relative donation promises serve as a comparison frame and contrast to a target donation promise. Low to medium levels of donation promises incur significant overpayments, suggesting that sellers can profit from their charitable associations. Overall results have important implications for the relative appeal of CRM offerings in a fixed-price setting and suggest that charity auctions are a cost-effective part of a corporate social responsibility strategy.Item Mission possible: introducing sustainability as an experiential entrepreneurship activity(2017) Wong, LeoMission Possible explores the concept of sustainability in a simple and introductory level, from the perspective of an entrepreneur for first-year business students. Students apply their learning outside the classroom and consider the relationship between economic, social and environmental objectives. This engages students in sustainability concepts by creating a real-world experience and then forces students to use that experience to address more conceptual issues related to sustainability. Through an examination of embedding sustainability into an experiential learning activity, this chapter will provide insight on how to meaningfully introduce sustainability for first year business students.Item Understanding donor response to donation appeals : the role of deservingness in the dictator game and optimum donation promises in charity auctions(2010) Wong, LeoMarketing research has attempted to shed light on donor responses to a variety of donation appeals and strategies. More recently, research has examined the effect of changing the content of an appeal in both a donation solicitation and a cause related marketing context. Some charities are highly successful with their marketing and fundraising strategies, while many others struggle to fund their services. This discrepancy in donor support is cause for concern from a public policy perspective, where optimizing the distribution of dollars is a key objective. Particularly in a recessionary economy, with more and more charities appealing to donors for their support, charity choice has become more crowded than ever before. The question of which charity is chosen and how much to ‘spend’ on that charity can determine which charities succeed and which ones fail, as donors become increasingly concerned with maximizing the impact of their donor dollars. I begin the dissertation with a thorough review of the relevant literature to provide a foundation and backdrop to the issues I study in two sets of studies. In the first set of studies, I examine deservingness of a recipient, where judgments are affected by the donation appeal content. Specifically, I look at how recipient information profiles can affect donor response. In the second set of studies, I examine donor response in a novel cause-related marketing format - online charity auctions – where I vary factors related to the auction products, price and the percentage of auction price that is donated to charity. These two papers contribute to the research in donor response to charity appeals by shedding light on the deliberative aspect of the decision process. Public policy and managerial implications are discussed, where an increasingly competitive environment with many comparative options are becoming standard challenges for charity fundraisers. A review of the relevant research areas for both papers precedes the studies to provide a foundation and motivation for our hypotheses and research designs.Item Understanding the literacy rates of indigenous children on reserves in Canada(2019) Janvier, Brittanny; Pastion, Cole; Wong, LeoThe detailed research project our team has completed was focused on literacy levels within first nations communities in Canada. As well, we identified a lack of educational initiatives for First Nations, Metis, and Inuit people across Canada. We first identified the challenges and problems that Indigenous people faced when trying to enhance their literacy skills and educational levels. Then we completed a local and global study of programs and opportunities currently available to enhance literacy and learnings. After that, we completed a study of the current gaps in the system and the levers of change that our team decided would be most beneficial. We believe that indigenous people in Canada deserve the same educational funding and levels as the rest of Canadians. Interdisciplinary Dialogue Project.