Association Ambiguity in Brand Extension

A research method is developed to effectively identify associations that significantly influence the perceived fit of brand extensions. Contrary to extant brand extension studies that mainly focus on the fit of associations, the current study considers the ambiguity of associations. The proposed measure of association ambiguity, defined as the level of uncertainty based on the perceived conflict of a particular association in a brand extension indicated by the similarity and intensity level of perceived association distance to the parent brand and extension category, was tested and validated using several brand extension cases. Identifying an association's level of ambiguity and the magnitude of its impact on the perceived fit will allow advertisers to adjust their advertising messages and increase consumer receptiveness toward brand extensions. Implications for advertising practitioners and future research are discussed.     

The role of family decision makers in festival tourism

This study assessed the role of family decision makers in participating in a festival according to five stages of festival participation. A survey process was conducted using two sampling groups: the sample for families with children and the sample for families without children. According to the results of the study, a number of marketing implications were generated. For example, the husband was revealed to more actively join transportation-related activities including driving, deciding travel routes, automobile safety checks, and filling up with gasoline. The wife was a strong decision maker in selecting restaurants or menus in the festival tourism management process. Likewise, the role of the wife is very significant, from suggesting the festival participation at the first stage to determining a revisit to the festival at the last stage. However, the children or joint decision-making patterns were not distinctive as they are said to be in other tourism literature. Findings of the study are expected to offer valuable insights for all festival stakeholders including festival vendors, local government, local residents, and festival organizers.     

The impact of mood states and surprise cues on satisfaction

Mood effects have been studied in consumer behavior literature, but prior research investigating the joint impact of mood and surprise on satisfaction is scant. To bridge this gap, this study examines the relationship among these three constructs. We manipulated customers’ pre-consumption mood and provided surprise cues with hypothetical scenarios in a 2 by 2 factorial design in a restaurant setting. The results show that a positive surprise yields high satisfaction without a significant effect from customers’ pre-consumption mood. Conversely, with a negative surprise, customers in a negative pre-consumption mood indicate lower satisfaction than those in a positive mood.     

The Foundations of International Business: Cross‐Border Investment Activity and the Balance between Market‐Power and Efficiency Effects

The foundational international business (IB) scholarship grappled with whether multinational enterprises (MNEs) are largely efficiency‐enhancing or market‐power inducing institutions. Contemporary scholarship, however, often associates foreign direct investment (FDI) with efficiency‐enhancing properties and thus neglects the market‐power interpretation of the MNE. Such an imbalance is problematic given that the theoretical and empirical justifications behind the field's embrace of the efficiency interpretation are not fully evident. Instead, both efficiency and market‐power effects are seemingly present in cross‐border investment activity. Based on a comprehensive sample of up to 4,361 cross‐border investments materializing between 1986 and 2010, we present theoretically‐grounded hypotheses with regard to when market‐power effects will tend to dominate efficiency effects. We find that cross‐border investments undertaken by emerging‐market MNEs in both developed and emerging markets tend to involve substantial efficiency effects and minimal market‐power effects when compared with the cross‐border investments undertaken by developed‐country MNEs in both developed and emerging markets.     

Counterfactual analysis of bank mergers

We introduce a counterfactual analysis of banks mergers, combining the pre-merger equilibrium setting with post-merger environmental characteristics, while accounting for endogenously propagated changes in market structure. Using this procedure we are able to estimate the effects on loan flows and interest rates that would have been observed if the pre-merger equilibrium was not altered. Results are obtained for firms, households, and banks inside and outside the merging circles separately. We find that mergers increased firms’ access to credit, but had an opposite effect on households and led to a widespread decrease in interest rates.     

Estimating Willingness to Pay for the Development of a Peace Park Using CVM: The Case of the Korean Demilitarized Zone

Conflicts remain an integral part in shaping the world. Tensions on the Korean Peninsula are no exceptions. The Korean DMZ (Demilitarized Zone) World Peace Park has been proposed to help obtain peace by erasing the memories of war and creating new beginnings of trust, cooperation, and unity on the Korean Peninsula. With their ties to geographical space and conflict, peace park research provides an excellent platform for both activism and research in positive peace. Little, however, is known about peoples’ willingness to pay (WTP) for the creation of peace parks, in general, and specifically for the development of the Korean DMZ World Peace Park. Using contingent valuation methods, the weighted average WTP for development of the Peace Park is $49.03 per household per year. It appears South Koreans are willing to pay not only for the conservation of the DMZ, but also for the peace and unification of the Korean Peninsula the Peace Park may bring to the area.     

Leisure corrupted: an artist's portrait of leisure in a changing society

Theoretical arguments that leisure is the basis of any culture are available. Yet, scarcity in the literature of serious consideration of leisure in non-Western societies demonstrates that the topic has been neglected. One possible explanation for the failure to achieve progress in cultural comparisons of leisure is the lack of data. At least three approaches permit this type of comparison. This paper focuses on a literary approach by investigating how East Africa's most prominent creative writer, Ngugi wa Thiong'o, treats leisure in his most important English language novels. This analysis centers on two of his novels, A Grain of Wheat and Petals of Blood. The two novels are complex, intricate stories drawing heavily on Western philosophy and literature as well as African folklore. Although Ngugi suggests that leisure is the foundation of civilization, the fibre that makes the cloth of society, he portrays leiusre distinctively in social terms likely to surprise those familiar with Western traditions of leisure.     

The Impact of In‐Store Greenery on Customers

The incorporation of greenery in retail areas has scarcely been explored in environmental psychology studies. In a 2 × 2 experimental design, the effect of in‐store vegetation on consumer emotions and responses toward the store was studied, considering the moderating role of the information rate of the retail setting. While introducing foliage in the store environment did not evoke feelings of excitement, it was found to elicit pleasure and to reduce stress in a “complex” store interior. Given the impact of pleasure and stress on consumers’ approach/avoidance responses, these findings support the potential of integrating greenery, particularly in “spatially dense” stores.     

Comparative advantage and unemployment

Worker heterogeneity in productivity and labor supply is introduced into a matching model. Workers who earn high wages and work high-hours are identified as those with strong market comparative advantage—high rents from being employed. The model is calibrated to match separation, job finding, and employment in the SIPP data. The model predicts a big drop in employment for workers with weak comparative advantage during recessions. But the data show that workers with strong comparative advantage also display sizable employment fluctuations, implying that aggregate employment fluctuations are not explained by the responses of workers with small rents to employment.     

Construction and validation of a scale to measure tourist motivation to consume local food

Although the importance of the role of local food in tourism has begun to form an academic debate in the last decade, little effort has been invested in understanding what tourist motivations influence consumption of local food and beverages in a tourist destination and to develop a measurement scale for those motivations. Thus, this study adopted the comprehensive procedures of measurement scale development recommended by prior studies. The scale development procedure yielded a five factor measurement scale with acceptable levels of reliability and validity. Five underlying motivational dimensions of local food consumption were labelled: cultural experience; interpersonal relation; excitement; sensory appeal; and health concern. The outcomes and applications of the developed scale are discussed both in terms of theoretical and managerial implications.