Advertising effects on consumer welfare: Prices paid and liking for brands selected

The effect of advertising on consumer welfare has been the subject of dispute among economists, arising largely from disagreement among scholars regarding the persuasive versus the informative role of advertising. This paper reports two experiments that explore the welfare implications of advertising effects. Experiment 1 shows that the same advertisements can either increase or decrease prices paid for selected brands, depending on the degree to which the choice situation requires brands to be recalled in order to be considered. However, an increase in prices paid caused by advertising does not necessarily imply detrimental effects on consumer welfare. Experiment 2 shows that, even under circumstances in which differentiating advertising leads consumers to select brands with higher average prices, it can provide useful information to consumers that allows them to make purchases that are more in line with their personal tastes than are the choices of consumers not exposed to the advertisements.     

Empathetic responses to advertising: Testing a network of antecedents and consequences

It has been proposed conceptually that viewers respond to certain advertisements via Empathetic Responses; that is, by feeling with depicted characters. Such deep viewer engagement is especially valued in today’s media environment and is central to dramatic advertising strategies. Nevertheless, Empathetic Responses remain relatively understudied. We situate Empathetic Responses within a model comprising high-level personality domains (within the “Big Five”), lower-level personality facets (multidimensional Trait Empathy), and Perceived Ad Vividness, all as antecedents, as well as consequent Ad-Evoked Feelings. Our findings clarify the composition and function of Empathetic Responses, adding to both basic and applied understandings.

贸易保护政策的动态不一致性——以我国出口退税政策为例

本文从企业与政府之间博弈的视角,揭示贸易保护政策的动态不一致性问题。理论分析表明,在理性预期与信息不对称的假设前提下,政府在与私人企业的博弈中,往往处于劣势地位,容易受企业行为的牵引,其结果将导致贸易保护政策的动态不一致性。本文以我国出口退税政策的实施作为上述论断的经验证据,结果表明,出口企业的策略性行为可能是导致我国出口退税政策频繁变动的内在原因之一。     

Cross-border relationships and performance: Revisiting a complex linkage

Existing export performance models do not explicitly address the role of the importer in achieving economic success. This research explores importer role performance as a mediator between relationship quality and export performance, and uncovers the darker side of cross-border relationships by showing that relationship quality has concomitant opposite effects on export performance. The findings augment the relational paradigm to export performance by the demonstrating the vital importance of the importer role and by discriminating and explaining the positive and negative influences of interfirm relationship quality. The study uses structural equations modeling with data from two random samples of French and Slovene exporters to test hypotheses.     

基于口碑效应的客户终身价值改进模型

本文认为,客户终身价值(CLV)模型是客户关系管理的核心,企业决策者应将有限的资源投放到最有价值客户身上,保持和提高这些客户的价值,为企业赢得长远利益。文章在剖析前人客户终身价值模型的基础上,建立了基于口碑效应的客户终身价值改进模型,更客观地反映了客户消费行为,提高了客户终身价值模型预测的准确性。通过改进模型计算可以知道,满意客户因为积极的口碑效应使自身客户价值放大,不满意客户因为消极的口碑效应使自身客户价值缩小。     

民营上市公司的治理机制及治理效应分析

通过对民营上市公司常用的治理机制及治理效应的分析,我们发现:民营上市公司的各种治理机制无论对净资产收益率还是财务综合绩效,都没有太大的解释力,但对托宾Q值却具有极强的解释能力。即使是就托宾Q值而言,股东会议、独立董事规模、两职设置、高管人员薪酬等内部治理机制也没有发挥显著的作用,内部治理机制中的第一大股东具有特别重要的作用。     

广告对社会福利的影响及最优投放水平分析

本文首先对广告的作用,包括经济作用与社会作用做了定性的描述,然后运用经济学模型对广告与社会福利的关系进行了分析并探讨了最优的广告投放水平,最后分析了广告的负外部性因素对社会福利的影响。     

融资理论的实践效应及其验证——基于中国上市公司的数据分析

融资理论是企业制订融资政策的理论基础.不同的融资理论及管理思想将会导致企业采用不同的资金管理策略与政策.因此,融资理论及其实践效应又是预测企业资金管理政策的重要参数.本文以中国上市公司为基础,重点探讨优序融资理论和权衡融资理论在中国企业管理实践中的应用情况.研究表明,这两种理论在中国企业管理实践中都得到了不同程度的应用,但是比较而言,优序融资理论的受支持程度要高于权衡理论的受支持程度.     

供应链推动式协作创新中的规模效应

拥有创新成果的供应链上游供应商,需要通过供应链将创新传递到最终客户并实现创新的价值。这种创新模式称为供应链推动式协作创新。拥有创新成果的上游企业基于自身利润最大化目标决策与一家或多家下游企业合作。在终端产品的竞争作用,以及这种竞争作用通过供应链的逆向传递下,拥有创新成果的上游企业倾向于选择较大规模的下游企业实现独家合作,从而产生较大规模的制造企业更容易集成更多的上游创新成果,由此产生供应链推动式协作创新中的规模效应。     

More Isn't Always Better: Exploring the Influence of Familiarity When Using Multiple Celebrity Endorsers

Marketers continually employ celebrity endorsers as a promotional tactic to enhance brand awareness and increase sales. Frequently, companies will use multiple celebrities to endorse the same product, but feature them individually across a series of concurrent advertisements. While this tactic is often used in practice, its effectiveness has not been thoroughly examined within the academic literature. Our research investigates the value of using multiple concurrent endorsers and the moderating role that celebrity familiarity has on attitudes toward the brand and purchase intentions. Results suggest that using multiple endorsers concurrently is not always the best approach.