The Easter Bilby as a counter-marketing strategy for biodiversity conservation
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Redalyc
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| Format: | Artículo científico |
| Langue: | en |
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Fundação Getulio Vargas
2017
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| _version_ | 1876429481277652992 |
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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 is studied 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 species that better reflects the uniqueness of Australia’s fauna. 2017 artículo científico 2674-5895 https://www.redalyc.org/articulo.oa?id=568060356006 https://www.redalyc.org/journal/5680/568060356006/ https://www.redalyc.org/journal/5680/568060356006/html/ https://www.redalyc.org/journal/5680/568060356006/568060356006.epub https://www.redalyc.org/journal/5680/568060356006/movil en http://www.redalyc.org/revista.oa?id=5680 Revista de Gestão dos Países de Língua Portuguesa application/pdf Fundação Getulio Vargas Revista de Gestão dos Países de Língua Portuguesa (Brasil) Num.3 Vol.16 |
| format | Artículo científico |
| id | redalyc_568060356006 |
| institution | Redalyc |
| language | en |
| publishDate | 2017 |
| publisher | Fundação Getulio Vargas |
| 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 is studied 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 species that better reflects the uniqueness of Australia’s fauna. 2017 artículo científico 2674-5895 https://www.redalyc.org/articulo.oa?id=568060356006 https://www.redalyc.org/journal/5680/568060356006/ https://www.redalyc.org/journal/5680/568060356006/html/ https://www.redalyc.org/journal/5680/568060356006/568060356006.epub https://www.redalyc.org/journal/5680/568060356006/movil en http://www.redalyc.org/revista.oa?id=5680 Revista de Gestão dos Países de Língua Portuguesa application/pdf Fundação Getulio Vargas Revista de Gestão dos Países de Língua Portuguesa (Brasil) 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=568060356006 https://www.redalyc.org/journal/5680/568060356006/ https://www.redalyc.org/journal/5680/568060356006/html/ https://www.redalyc.org/journal/5680/568060356006/568060356006.epub https://www.redalyc.org/journal/5680/568060356006/movil |