Should We Hire David Beckham to Endorse our Brand? Contextual Interference and Consumer Memory for Brands in a Celebrity's Endorsement Portfolio

Imagine that you are browsing through a magazine, and you see one of your favorite celebrities in an advertisement. Then, a bit further into the magazine you see that same celebrity in an ad for a different product. A few hours later, you think of the celebrity again and try to remember the products s/he was endorsing, but what will you actually recall? This paper examines consumer memory for celebrity advertising under conditions where a single celebrity advertises for more than one brand. Using contextual interference as the theoretical lens, the current research posits and demonstrates how brands in a celebrity's “endorsement portfolio” compete with one another when consumers use the celebrity as retrieval cue for information that was contained in the ads. The findings of the laboratory experiment reveal that brands sharing either a high or low match with the celebrity win the battle during retrieval and inhibit consumers’ ability to accurately recall ad information for brands sharing a more moderate match with the celebrity. The theoretical practical implications of these findings are discussed.     

Creating the illusion of indispensability

What another would have done as well as you, do not do it. What another would have said as well as you, do not say it; written as well, do not write it. Be faithful to that shich exists nowhere but in yourself—and thus make yourself indispensable.     

Tonic in a teapot

Here's the latest evidence tea is good for you and, because you have to drink it to reap the benefits, our taste tests of 19 green teas.     

Undue diligence?

Making big decisions is a daily task for business executives. Dan Goldstein asks if you have given much thought to how those decisions are made. It may be that the way you or your company reach decisions is both time-consuming and wide of the mark when it should be fast and frugal.     

Weihai International Habitation Festival： Exciting Celebrations of Harmony

Weihai is a coastal city in Shandong Province. The city is well known for its role in the bloody Jiawu sea war in 1894 between the Qing dynasty navy and the Japanese. Today, Weihai is comfortable and harmonious, a far cry from its violent past. On the seashore, a gentle breeze slowly sweeps in. The clouds are so low that you feel you can reach up     

论区域特色经济范畴

通过对区域特色经济具有强盛竞争力这一现象的实证分析及其范畴的逻辑分析,提出特色经济是区域比较优势转化为竞争优势的纽带和载体。进而,对上述转化过程的本质特征进行了剖析,认为内生形成鲜明的符合市场需求的差异化优势,才是特色经济范畴的真正内涵。由此出发,将其内涵所指称的对象集所构成的外延规范为“你无我有”、“你小我大”、“你劣我优”、“你贵我廉”、“你泛我专”、“你弱我强”的外在经济形态。最后,运用机理分析说明了关于特色经济范畴的上述理论概括与市场需求结构差异化理论、劳动地域分工理论、比较优势和竞争优势理论、当代系统理论的关联,论证了特色经济范畴的理论逻辑性。     

The craft of business intelligence: An American view

Business is war. And in war, it is a matter of survival of the fittest. In order to survive in today's cutthroat business environment, we must be properly armed. And one of the most important arrows in the executive's quiver is accurate knowledge of competitors and their business environment. In other words, detailed knowledge of the enemy and the terrain of the battlefield. Every major country on earth recognizes the importance of intelligence and employs an intelligence agency to collect it for them. Over 2,500 years ago, the Chinese general Sun Tzu wrote: “If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.” Frederick the Great also expressed his opinion on the importance of intelligence when he said: “It is pardonable to be defeated, but never surprised.” In today's highly competitive business world it is becoming more and more important to know your competition-know your enemy-and, particularly in the international arena, to know your battlefield. There are minefields out there, and it is imperative to be able to identify and avoid them. You can still lose, even when armed with superior forces, if the terrain is against you. 1997 John Wiley & Sons, Inc.     

对上市公司财务分析的几点建议

上市公司对于投资者来说是一种很好的投资渠道,但如何选择投资的企业却不是一件易事,一旦选择失误,损失重大。在投资过程中,要想理性决策,必须要从两大方面来进行:一是全面了解,二是重点分析。在全面了解的基础上进行重点分析,从而找出对决策有用的信息     

The advantages of a small European Monetary Union

The question whether European Monetary Union should include all the EC countries from the start or should initially be limited to a few core countries is again being discussed more intensely. What advantages would a small EMU have from an economic point of view? Which countries should be its founder members?     

Productivity in the '90s. The outsourcing source book

Why has outsourcing become a corporate litmus test? Is it the right move for your company? Who's doing it -- and why? Is it both efficient and cost-effective? How should you structure an outsourcing agreement? Here are some answers -- and a lot more questions to ask before you embark on an outsourcing adventure.     

签订合同

中方经理：大卫，这是我们要签订的合同草案。请您看一下。如果有不清楚的地方，请告诉我。     

Misconceptions about Market Orientation

Given the benefits of a market orientation, why do so many organizations fail to become market-driven? One reason is confusion over what it means to be market-driven. Some organizations have become “customer compelled ” and try to respond to whatever their customers say they want, without exercising any discipline. Others argue that it is sometimes best to “ignore the customer.” This latter view finds listening to customers deficient as a guide to action. This is a misconception based on three false dichotomies: (1) that you can either lead or follow customers, (2) that you can't stay close to both current and potential customers, and (3) that a technology push can't be balanced with a market pull.     

Four steps to exporting success

True, selling to Malaysia can be as easy as selling to Arizona—provided you have your export plan in place. Planning is important for any business interested in overseas markets, but essential for the new-to-export company if it is to have a smooth and orderly entry into world markets.     

The garage team—entrepreneurship lessons from DHL international

When you start a venture, you start with yourself: your own personal operating system, or POS. Then, you identify and define your compelling product or service, something you should already know a lot about. You also need to use your sales skills to convince key stakeholders to support you, and to design your venture by putting together a pattern that works. The next step is to put together a team to help you implement the pattern you have designed, the men and women who will make up your garage team. The garage team is made up of the core people in a start‐up, people who help graduate the entrepreneur to the role of leader, because a leader with no followers is a leader of none. This article explores the essential attributes of such a team and how they contribute to the success of entrepreneurial ventures. © 2009 Wiley Periodicals, Inc.     

Yes,Virginia, there is an economic recovery

More factories seem to be at work in the Pearl River Delta than there have been in a recent eight‐month period. Maybe the economy is improving. If pollution means more work, then China just might be on an economic rebound. China has done a few things to speed a possible recovery; among them, it acted fast, engaging in a massive CNY 4 trillion stimulus package combined with bank lending at higher levels than ever by the state‐owned Chinese banks. But the news comes with some caveats, including the increased risk of corruption and triangular debt. China also continues to export but less than before, due to increasing consumer demand at home. Of course, you can create economic incentives to export (assuming there are importers available to the extent there were previously). But what you cannot do is change a culture that understands there is no more “iron rice bowl,” and therein lies the real dilemma for China and an economic recovery. © 2010 Wiley Periodicals, Inc.     

The New Employment Contract and the “At Risk” Worker

Employees of large blue chip corporations in the 1950s through the mid-1960s demonstrated great loyalty to their employers. In return, those employers provided cradle to grave job security and benefits for their workers. During the 1980s, however, this social contract between employees and employers seems to have undergone a change. The norms of the organization man of the earlier period passed from use and a new normative framework seems to have developed. The norm of loyalty on the part of both parties seems to have passed from practice. Employers would now terminate employees if it was in their short term interest to do so, while employees began to move from company to company, no longer making a career with one employer. Many writers have attributed this new employment relationship to the dynamics of the times, as we move from modern to late modern/early post-modern times. This paper reports the findings of a pilot qualitative study done with graduating seniors from an AACSB accredited business school (n=48). The subjects were asked to write self-reflective essays on the following themes: Given the nature of the new employment contract, are careers a vestige of the past? How do you feel about such concepts as career self reliance and career resiliency? Do you feel “at risk” in the new world of work? If so why, if not why not? If so, how do you plan to deal with it? The paper reports the critical response patterns of these graduating seniors and draws insights and conclusions from the literature illuminating the student reflections.     

Selling assertively

Assertiveness may not be appropriate for every person or situation, but it can be an effective selling style. Use the chart to decide what style of selling you practice now, and then follow the guidelines if you are ready to give assertiveness a try.     

6 Steps to Help You Save Money

You have a nice salary, but you still feel short of money. At the end of each month, you often ask yourself, "Where has all my money gone"? To help you better manage your salary, here comes some money saving tips. Following them your daily expense will be cut off easily, but still keep the quality of your life.     

Beautiful English

1．我所追求的生活 这一定是世间无数对夫妻的生活写照,这种生活模式给人一种天伦之美。它使人想起一条平静的溪流,蜿蜒畅游过绿茵的草场,浓荫遮蔽,最后注入烟波浩渺的汪洋大海;但是大海太过平静,太过沉默,太过不动声色,你会突然感到莫名的不安。也许这只是我自己的一种怪诞想法,在那样的时代,这想法对我影响很深：我觉得这像大多数人一样的生活,似乎欠缺了一点儿什么。我承认这种生活有社会价值,我也看到了它那井然有序的幸福,     

Russia Cannot Be Understood by the Mind Alone

These words by the 19th-century poet Fyodor Tyutchev still resonate today.Russia is beyond comprehension;it can only be felt.And to that,you have to come to Russia,see Russia,travel through Russia.[第一段]