Small but Sincere: How Firm Size and Gratitude Determine the Effectiveness of Cause Marketing Campaigns

Cause-Marketing (CM) has gained momentum in recent years, both in marketing research and practice. However, while CM aims to influence consumers on an emotional or affective level, research into the emotional and affective response to CM campaigns is scarce. The current research fills this void by showing that a CM campaign is a win–win–win strategy. Though the tangible benefits of CM campaigns go to the firm and the philanthropic cause, our perspective is novel by arguing that the consumer benefits as well, albeit intangibly; CM campaigns provide an opportunity to do good, and hence induce feelings of gratitude in consumers. However, this effect depends on several contingencies. In particular, consumers perceive greater effort by small firms, relative to large firms, that engage in CM campaigns, leading them to assess the underlying motives as more sincere and then experience stronger feelings of gratitude for the opportunity to donate. Four experiments confirm this greater CM effectiveness for small compared with large firms. In turn, this study offers substantive contributions for both marketing research and practice: It proposes a cost-effective strategy for enhancing CM effectiveness, and specifies concrete strategies for both small and large companies.     

A study on the attributes involved in the hedonic pricing of Brazilian clothing

The objective of this study is to identify the weighted importance of intrinsic and extrinsic attributes. Intrinsic attributes are defined as the specific features of products. Extrinsic attributes refer to other characteristics that are also important for price composition, such as brand, store layout and services, and purchasing experiences. In a survey with 1,923 collected responses, it was possible to identify and quantify intrinsic and extrinsic influencing factors beyond price strategy in the Brazilian fashion market for blue jeans. The statistical analysis was based on the hedonic price method. The idea of expressing the price based on a series of intrinsic and extrinsic variables avoids the problem of using the regression technique. In this research, multiple linear regression and quantile regression were applied. The results show that extrinsic attributes have greater influence than intrinsic features on explaining the final market prices using log-linear and quantile regression statistical methods.     

Effects of foreign equity participation on recipient firm exports

We offer new evidence on the role of foreign investment in domestic firms’ export decisions, both at intensive and extensive margins, using balance sheet data from a panel of manufacturing firms in India. In contrast to the existing literature, we analyse the effect of foreign investment at different levels, where the levels correspond to percentages of foreign equity. We use a selection procedure to control for the potential self-selection of firms into export participation. Though we do find that foreign investment increases a domestic firm’s likelihood to export, firms with majority foreign equity are found to serve domestic market more, once the self-selection is accounted for.     

Food choice: student consumers' decision‐making process regarding food products with limited label information

Food label information theoretically facilitates consumer decision‐making and food choice, but the extent to which consumers actually use this information during decision‐making is a subject of considerable debate. Therefore, this study focused on the importance of label information in student consumers' decision‐making process when exposed to limited label information food in a cafeteria environment. Because of a paucity of research in this area, a qualitative research approach that was exploratory in nature was used, accompanied by semi‐structured interviewing and a vignette. Undergraduate students from the North‐West University, Potchefstroom Campus, in South Africa served as the target population. The findings suggest that internal and product‐related strategies are applied when food choices are made whereby the importance of label information only features in the latter strategy. Student consumers with a label interest were more inclined to use label information strategies in the absence of complete label information to base food choice on. Those with a lack of label interest made use of alternative strategies using product and personal‐related information, such as freshness and product knowledge to make decisions. The decision‐making process was more complex because of insufficient label information and product appearance, and thus previous experiences and habitual purchasing became more important to participants. Student consumers should be supported to make healthier food choices through food manufacturers supplying cafeteria products with more complete label information and by providing students with the knowledge to use label information correctly through educational programmes.     

Profit Shifting in Two‐Sided Markets

We investigate how multinational two‐sided platform firms set their prices on intra‐firm transactions. Two‐sided platform firms derive income from two customer groups that are connected through at least one positive network externality from one group to the other. A main finding is that, even in the absence of taxation, transfer prices deviate from marginal cost of production. A second result of the paper is that it is inherently difficult to establish arm’s length prices in two‐sided markets. Finally, we find that differences in national tax rates may be welfare enhancing, despite the use of (abusive) transfer prices as a profit‐shifting device.     

How do Leading Retail MNCs Leverage CSR Globally? Insights from Brazil

In this article, we shed light on the debate about the financial performance of socially responsible investment (SRI) mutual funds by separately analyzing the contributions of before-fee performance and fees to SRI funds’ performance, and by investigating the role played by fund management companies in the determination of those variables. We apply the matching estimator methodology to obtain our results and find that in the period 1997–2005, US SRI funds had better before- and after-fee performance than conventional funds with similar characteristics. The differences, however, are driven exclusively by SRI funds run by management companies specialized in SRI. While these funds significantly outperform similar conventional funds, funds run by companies not specialized in SRI underperform their matched conventional funds. We find no significant differences in fees between SRI and conventional funds except in one case: SRI funds are cheaper than conventional funds run by the same management company.     

Solving RE models with discontinuous policy rules – an application to minimum wage setting in Germany

The legal regulations require the minimum wage in Germany to be adjusted biennially which gives rise to a policy discontinuity. From the perspective of rational expectations models, such policy features render standard local approximation techniques infeasible. The article presents a stylized model in which negotiated wages and corporate profits are the outcome of an optimization problem, while changes to the minimum wage are modelled by a discontinuous policy rule. Using the simple example of minimum wage setting in Germany, the article illustrates how such models can be solved using the method of undetermined coefficients and presents selected simulation results.     

The Effect of Clustering on Office Rents: Evidence from the Amsterdam Market

This article examines the rent effects of office clustering in the Amsterdam office market for the period 2000–2005. We isolate the rent effects of location density based on geographic information system (GIS) methodology, while controlling for variations in object characteristics in a cross-sectional hedonic model. While controlling for the age, location and quality of the object, we find a strong positive effect of being located in dense office areas. We find that the vicinity of other office objects is priced into rent levels, regardless of market conditions. This article extends existing literature by examining the influence of clustering outside the United States, during changing economic tides and by application of novel methodology, based on objective clustering schemes, which can be replicated for other geographic areas.     

Responsibility, talent, and compensation: A second-best analysis

This paper examines how the first-best models of compensation based on the agents' talents and responsibilities analyzed in some recent contributions can be extended to a second-best context. A few social criteria are proposed and compared to alternative approaches by Roemer and Van de gaer. Received: 5 March 1997 / Accepted: 19 August 1998