Auditor Reputation Under Different Negligence Regimes

Do auditor reputation effects evolve the same way under precise negligence as under vague negligence? Or are there differences? We assume that investors update their beliefs on unobservable auditor quality when an auditor discloses an inaccurate report. We call this a reputation effect. A necessary condition for reputation effects to occur is that, ex ante, investors expect ‘good’ auditors to take more care than ‘bad’ auditors such that ‘good’ auditors are less likely to issue an inaccurate report. Consistent with empirical evidence, we assume that wealthier (‘good’) auditors tend to take more care than less wealthy (‘bad’) auditors. We find that under vague negligence, reputation effects will occur, inducing both types of auditor to increase the level of care taken. A ‘good’ auditor is likely to exert excessive care. Then, even in the absence of auditor risk aversion, a (properly defined) liability cap is necessary to induce efficient incentives. A contractual liability cap is preferable to a legally fixed liability cap. Under precise negligence, a ‘good’ auditor will exert the standard of due care. However, a ‘bad’ auditor will also do so if sufficiently wealthy. Consequently, ex ante, investors do not expect different levels of care to be taken or reputation effects to occur. A liability cap is not desirable. This paper highlights the importance of non‐legal sanctions in auditor liability. Finally, it links the ‘reputation’ and ‘deep pocket’ hypotheses, both of which have attempted separately in the past to explain the positive correlation between auditor size and auditor quality.     

我国上市银行外汇风险暴露的测度研究

伴随着金融全球化以及人民币国际化进程,商业银行作为外汇市场上的交易主体,其外汇风险暴露问题成为值得关注的问题。使用资本市场法对我国上市商业银行外汇风险暴露进行测度,结果表明我国50%的上市银行存在显著的外汇风险暴露,在人民币渐进升值、银行外汇资产迅速增加的背景下,我国上市银行需要加强对外汇风险的管理,提高稳健经营水平。     

跨国公司股东财富最大化与折算风险探讨

跨国公司折算风险的大小取决于在国外经营的程度与国外子公司所在地会计方法的选择。国际上大部分国家都根据子公司的类型选择折算方法。整体型子公司采用时态法,自主型子公司采用现行汇率法。折算方法要选择对合并利润最大化有利并设法使合并资产负债表上外币风险资产与外币负债趋于一致,以轧平净风险资产头寸,消除或减少因不可预期汇率变动而对公司现金流量与经济价值的影响。采取期货合同套期保值、远期合约套期保值、货币互换套期保值、货币期权套期保值的防范措施和规避方法,能使折算风险最小,股东财富最大化。     

企业对外投资的“双轨模式”——基于浙江企业的研究

本文根据浙江企业对外投资目标模式的实际和存在的问题,提出了基于目标区域选择的对外投资“双轨模式”:在向发达地区(主要指发达工业国家和地区)投资时,应以创立品牌和技术创新为主要目标;在向欠发达地区(主要指除发达地区以外的地区)投资时应以扩大市场为主要目标,且两种模式的对外投资相辅相成、互通有无。文中还分别分析了两种模式的动因及其相应的策略选择。     

Developing parsimonious retailer equity indexes using partial least squares analysis: a method and applications

The information that a retailer’s name communicates to consumers can be a source of competitive advantage for many retailers. Indeed, retailers develop a kind of brand equity, which we refer to as “retailer equity.” To aid both practitioners and researchers, we outline a method, using partial least squares (PLS) analysis for developing parsimonious measures for retailer equity. In addition, we provide four illustrations of possible ways that the index can be used by retailers: (1) as a benchmarking tool, (2) as an indicator of the success (failure) of marketing strategies and tactics, (3) as a means to evaluate the attractiveness of market segments, and (4) as an instrument to examine the relative importance of the various components of retailer equity for specific retailers. The index also provides a means for marketing researchers to examine potential antecedents and outcomes of retailer equity.     

Contextualized representations of brand extensions: Are feature lists or frames the basic components of consumer cognition?

According to the common view in consumer behavior, consumers represent brands and product categories mentally as lists of independent product features and engage in feature matching when they evaluate brand-product category compounds such as brand extensions. However, we demonstrate that brand extension concepts are subject to context effects and largely contextually organized — empirical evidence which suggests that they are represented by more flexible mental structures than independent feature lists. As an alternative, brand extensions (e.g., McDonald's Theme Park) may be viewed as conceptual combinations in which the original brand or company name (e.g., McDonald's) acts on the head concept of the extension category (e.g., theme parks) as a modifier. Moreover, we suggest that the contextual and relational structure of brand extensions may be explained more adequately by mental frames than feature list representations.     

Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships

This paper uses the perspective of interpersonal relationship theory to critically examine, reposition, and extend the notion of brand loyalty. Depth interviews among eight coffee-consuming adults who qualified as brand loyal by traditional criteria provide the data. The result is a deeper appreciation of the character of loyal consumer-brand relations and a sharper awareness of the limitations to understanding that current theoretical frameworks impose. Specifically, the authors suggest that: (1) not all loyal brand relationships are alike, in strength or in character; (2) many brand relationships not identified as ‘loyal’ according to dominant theoretical conceptions are especially meaningful from the cunsumer's point of view; and (3) current approaches to classification accept some brand relationships that, upon close scrutiny, do not possess assumed characteristics of ‘loyalty’ or ‘strength’ at all. Ideas stemming from a reframing of loyalty as one component in a multifaceted construct of relationship strength are put forth, encouraging a move from the metaphor of ‘loyalty’ to the broader notion of ‘relationships’ that encompasses it.     

Investigating the recall inhibition effect: A test of practical considerations

Alba and Chattopadhyay (1985, 1986) have demonstrated that having consumers think about a familiar brand can interfere with the retrieval of competitive brand names, including those that might otherwise be considered for purchase. However, their research is silent about two issues of pragmatic importance. First, is it possible to inhibit retrieval of the consumer's preferred brand? Second, can an unfamiliar brand evoke recall inhibition? Our findings indicate that recall inhibition does not extend to the preferred brand. Our findings further suggest that recall inhibition can be induced by cueing consumers with an unfamiliar brand name, but that such inhibition is less pervasive than evoked by a highly familiar brand name.