The Easter Bilby as a counter-marketing strategy for biodiversity conservation
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| Format: | Artículo científico |
| Sprache: | en |
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ISCTE-Instituto Universitário de Lisboa
2017
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| _version_ | 1876452948413775872 |
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| author | Diogo Veríssimo |
| author_facet | Diogo Veríssimo |
| contents | The Easter Bilby as a counter-marketing strategy for biodiversity conservation Diogo Veríssimo Administración y Contabilidad Branding Australia Easter Bunny Invasive Species Social Marketing Social marketers regularly have to contend with antagonistic marketing efforts promoted by other social actors, such as the tobacco and alcohol industries. These efforts can severely limit the impact of social marketing. As a consequence, social marketers often engage in counter-marketing, the development of marketing strategies aimed at undermining the messages promoted by a competitor.In this paper, it isstudied the creation of the Easter Bilby brand, developed in Australia as a counter-marketing strategy to the popular Easter bunny. Rabbits are invasive to Australia and have caused massive damage to the country’s biodiversity while the bilby is an endemic and threatened speciesthat betterreflectsthe uniqueness of Australia’sfauna. 2017 artículo científico 1645-4464 https://www.redalyc.org/articulo.oa?id=388555172006 en http://www.redalyc.org/revista.oa?id=3885 Revista Portuguesa e Brasileira de Gestão application/pdf ISCTE-Instituto Universitário de Lisboa Revista Portuguesa e Brasileira de Gestão (Portugal) Num.3 Vol.16 |
| format | Artículo científico |
| id | redalyc_388555172006 |
| institution | Redalyc |
| language | en |
| publishDate | 2017 |
| publisher | ISCTE-Instituto Universitário de Lisboa |
| spellingShingle | The Easter Bilby as a counter-marketing strategy for biodiversity conservation Diogo Veríssimo Administración y Contabilidad Branding Australia Easter Bunny Invasive Species Social Marketing The Easter Bilby as a counter-marketing strategy for biodiversity conservation Diogo Veríssimo Administración y Contabilidad Branding Australia Easter Bunny Invasive Species Social Marketing Social marketers regularly have to contend with antagonistic marketing efforts promoted by other social actors, such as the tobacco and alcohol industries. These efforts can severely limit the impact of social marketing. As a consequence, social marketers often engage in counter-marketing, the development of marketing strategies aimed at undermining the messages promoted by a competitor.In this paper, it isstudied the creation of the Easter Bilby brand, developed in Australia as a counter-marketing strategy to the popular Easter bunny. Rabbits are invasive to Australia and have caused massive damage to the country’s biodiversity while the bilby is an endemic and threatened speciesthat betterreflectsthe uniqueness of Australia’sfauna. 2017 artículo científico 1645-4464 https://www.redalyc.org/articulo.oa?id=388555172006 en http://www.redalyc.org/revista.oa?id=3885 Revista Portuguesa e Brasileira de Gestão application/pdf ISCTE-Instituto Universitário de Lisboa Revista Portuguesa e Brasileira de Gestão (Portugal) Num.3 Vol.16 |
| title | The Easter Bilby as a counter-marketing strategy for biodiversity conservation |
| topic | Administración y Contabilidad Branding Australia Easter Bunny Invasive Species Social Marketing |
| url | https://www.redalyc.org/articulo.oa?id=388555172006 |