Brands matter: An empirical demonstration of the creation of shareholder value through branding

This research responds to the attendant need for empirical evidence pertaining to how marketing affects firm performance. Using the Fama-French method, common in finance, and a leading marketplace measure of a brand’s financial equity value, the authors provide empirical evidence for the branding-shareholder value creation link. The results extend previous research by showing that strong brands not only deliver greater returns to stockholders than does a relevant benchmark but do so with less risk This finding holds even when market share and firm size are considered. Barclays Global Investors Thomas J. Madden is a professor of marketing and director of the Professional MBA/Executive International MBA programs at the Moore School of Business, University of South Carolina. His research focuses on the measurement of brand meaning, marketing metrics, and value-based marketing strategies. His research has appeared in theJournal of Marketing Research, theJournal of Marketing, and theJournal of Consumer Behavior. Frank Fehle (frank.fehle@barclaysglobal.com) is the head of Europe Equity Research at Barclays Global Investors in London, United Kingdom. Previously, he was an assistant professor of finance at the University of South Carolina. His research focuses on empirical asset pricing, market microstructure, risk management, and derivatives. His work has appeared in theJournal of Financial Economics, theJournal of Futures Markets, theJournal of Economics and Business, theReview of Quantitative Finance and Accounting, among other journals and conference proceedings. Susan Fournier is an associate professor of marketing at Boston University. Her research focuses on branding and brand relationship marketing. Current projects explore person-brands, resonance as a moderator of the brand meaning → brand strength connection, the types of relationships consumers form with brands, and dynamic processes of relationship development and evolution. She served for 9 years on the Harvard Business School faculty and 2 years as a visitor at Dartmouth College. She consults with a range of companies to inform her teaching, case development, and research.     

Identity, identification, and relationship through social alliances

The authors studied social alliances, a type of corporate societal marketing initiative. Their research finds that social alliances are an important means whereby employees identify more closely with their organizations while gaining a greater sense of being whole, integrated persons. Furthermore, this integration allows both organizations and their members to align their commercial identities with their moral and social identities. As organizational members struggled to resolve conflicts within their own identities, they were aided by social alliances, which in turn led them to identify more with their organizations. Unlike previous research, the findings suggest that the kind of connections referred to by the informants went well beyond the cold, rational associations described in previous research to emotional attachments that appear to be critical to organizational identification. The results also suggest that participation in social alliances may result in multiple forms of identification: intra- and interorganiza-tion identification. Ida E. Berger (bergeri@ryerson.ca) is the associate director of faculty affairs and a professor of marketing in the School of Business Management at Ryerson University. She received her Ph.D. from the University of Toronto. Her articles have appeared in leading marketing journals, including theJournal of Consumer Research, Public Policy and Marketing, theJournal of Consumer Psychology, andCalifornia Management Review. Her current research interests include social alliances, voluntary and nonprofit sector studies, diversity, and the value of sports in social inclusion. Her teaching interests include marketing theory, consumer behavior, and marketing communications. Peggy H. Cunningham (pcunningham@business.queensu.ca) is the Marie Shantz Teaching Associate Professor of Marketing, School of Business, in the Queen’s University. She completed her Ph.D. at Texas A&M University. Dr. Cunningham’s research interests revolve around two related themes: marketing ethics and marketing partnerships (international strategic alliances, partnerships between for-profit and not-for-profit organizations, relationships between firms and their customers). These areas of study are linked by their focus on the concepts of trust, integrity, and commitment. She is the coauthor of the Canadian editions of a number of marketing textbooks (Marketing Management; Principles of Marketing; and Marketing: An Introduction). Her work is published in a number of journals, including theJournal of the Academy of Marketing Science, the Journal of International Marketing, and California Management Review. Minette E. Drumwright (mdrum@mail.utexas.edu) is an associate professor with a joint appointment in the College of Communication (Department of Advertising) and the College of Liberal Arts at The University of Texas at Austin. Previously, Dr. Drumwright was on the marketing faculties of Harvard Business School and the University of Texas Business School. She currently is the faculty chair of the Bridging Disciplines Program in Ethics and Leadership at the University of Texas. She has a Ph.D. in business administration (marketing) from the University of North Carolina at Chapel Hill. Dr. Drumwright’s current research is in the areas of corporate social responsibility, marketing for nonprofit organizations, and business ethics. Her focus is on understanding how managers and consumers integrate noneco-nomic criteria related to society into their decision making. Dr. Drumwright has studied noneconomic criteria in various contexts, including cause-related marketing, partnerships between companies and nonprofit organizations, socially responsible buying behavior, and corporate volunteerism. Her articles and cases have been published in various books and journals, includingCalifornia Management Review, theJournal of Advertising, and theJournal of Marketing.     

An empirical test of trust-building processes and outcomes in sales manager-salesperson relationships

This study examines three trust-building processes and outcomes in sales manager-salesperson relationships. This study, based on a sample of more than 400 business-to-business salespeoples from a variety of industries, shows two trust-building processes (predictive and identification) to be significantly related to salesperson trust in the sales manager. Interpersonal trust was found to be most strongly related to shared values and respect. Trust was directly related to job satisfaction and relationalism, and indirectly related to organizational commitment and turnover intention. Thomas G. Brashear (brashear@mktg.umass.edu) (Ph.D., Georgia State University) is an assistant professor of marketing in the Isenberg School of Management at the University of Massachusetts-Amherst. James S. Boles (jboles@gsu.edu) (Ph.D., Louisiana State University) is an associate professor of marketing in the Robinson College of Business at Georgia State University. His research has appeared in a variety of journals, including theJournal of Marketing, theJournal of Business Research, theJournal of the Academy of Marketing Science, theJournal of Retailing, theJournal of Personal Selling and Sales Management, and theJournal of Applied Psychology. His areas of research interest include personal selling, sales management, key and strategic account management, and business relationships. Danny N. Bellenger (mktdnb@langate.gsu.edu) (Ph.D., University of Alabama) is currently chairman of the Marketing Department in the Robinson College of Business at Georgia State University. His research has appeared in a number of academic journals including theJournal of Marketing Research, theJournal of Marketing, theJournal of Advertising Research, theCalifornia Management Review, theJournal of Retailing, theJournal of Personal Selling and Sales Management, Industrial Marketing Management, and theJournal of Business Research. He has authored four monographs and four textbooks on marketing research, sales, and retailing. Charles M. Brooks (brooks@quinnipiac.edu) (Ph.D., Georgia State University) is an associate professor and chair of the Department of Marketing and Advertising at Quinnipiac University. His research has appeared in theJournal of Business Research, theJournal of Retailing, Marketing Theory, and theJournal of Marketing Theory and Practice.     

Using technology to improve the management of development impacts on biodiversity

The mitigation hierarchy (MH) is a prominent tool to help businesses achieve no net loss or net gain outcomes for biodiversity. Technological innovations offer benefits for business biodiversity management, yet the range and continued evolution of technologies creates a complex landscape that can be difficult to navigate. Using literature review, online surveys, and semi-structured interviews, we assess technologies that can improve application of the MH. We identify six categories (mobile survey, fixed survey, remote sensing, blockchain, data analysis, and enabling technologies) with high feasibility and/or relevance to (i) aid direct implementation of mitigation measures and (ii) enhance biodiversity surveys and monitoring, which feed into the design of interventions including avoidance and minimization measures. At the interface between development and biodiversity impacts, opportunities lie in businesses investing in technologies, capitalizing on synergies between technology groups, collaborating with conservation organizations to enhance institutional capacity, and developing practical solutions suited for widespread use.     

Information processing and innovative choice

In this paper we examine how the information processing of subjects who make an innovative choice (innovators) differs from that of subjects who make a noninnovative choice (noninnovators). The task involves selection of an alternative within a range of prerated product category innovativeness. We propose that subjects who seek 1) impersonal/uncontrollable sources, 2) higher levels of information, 3) more detailed (versus summary) data, and 4) noncomparative (versus comparative) data are more likely to make innovative choices. The research method is a computerized process tracing experiment utilizing Search Monitor (Brucks 1988).The authors wish to express their gratitude to Merrie Brucks for the use of and help with Search Monitor and to Eric Johnson, Dave Schmittlein, and Mita Sujan for helpful comments on an earlier version of this paper.     

“Social force majeure” — A new concept in Nordic consumer law

Empirical research from various countries indicates that overindebtedness of consumers is, to a considerable extent, attributable to unexpected changes in the consumer's situation caused by illness, unemployment, and other such circumstances. It is therefore relevant to discuss whether and in what way such circumstances should be taken into account in the rules of private law. In Nordic (especially Finnish) legislation, mainly from the 1980s, there are several provisions which provide for mitigation of sanctions against a defaulting consumer if the delay is caused by illness, unemployment, etc. Such rules are contained, inter alia, in the legislation on consumer credit and on interest on delayed payments.On the basis of these provisions as well as some practices developed by the consumer authorities, a general principle of social force majeure is seen to be evolving. This doctrinal principle would enable the courts and other decision-makers to take into account unfavourable changes in the consumer's health, work, housing, and family situation in cases not regulated by specific legislation, e.g., by giving the consumer the right of withdrawal from burdensome contracts in such circumstances or to protect his right to retain electricity and telephone connections in spite of his temporary payment difficulties. The principle is expected to carry increasing weight in the future, especially in the practice of the consumer authorities. Strong arguments speak in favour of the general acceptance of such a principle.

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Wirtschaftliche Unmöglichkeit aus sozialen Gründen — eine neue Rechtsfigur in den Nordischen Staaten

Zusammenfassung Empirisch-rechtssoziologische Untersuchungen aus verschiedenen Ländern kommen zu dem Ergebnis, daß Verschuldung und Zahlungsunfähigkeit von Verbrauchern zu einem großen Teil auf unerwartete Umweltänderungen zurückzuführen sind, etwa Krankheit, Arbeitslosigkeit und ähnliches. Es ist deshalb wichtig zu diskutieren, ob und in welcher Weise solche Umstände bei der Anwendung von Privatrechtsvorschriften berücksichtigt werden sollen. In den Nordischen Staaten, insbesondere in Finnland, gibt es seit den achtziger Jahren gesetzliche Vorschriften, die eine Abmilderung von Sanktionen gegen in Verzug geratene Schuldner vorsehen, wenn der Verzug auf Krankheit, Arbeitslosigkeit usw. zurückgeht. Diese Regeln finden sich im Recht des Konsumentenkredits und der Verzugszinsen. Auf der Basis dieser Vorschriften entwickelt sich eine neue Rechtsfigur der wirtschaftlichen Unmöglichkeit aus sozialen Gründen. Dieser Grundsatz würde es Gerichten und anderen Entscheidungsträgern ermöglichen, nachteilige Veränderungen der Gesundheit, Arbeitswelt, Haushalt und Familie des Verbrauchers auch in noch nicht gesetzlich geregelten Bereichen zu berücksichtigen, z.B. durch Gewährung eines Auflösungsrechts bei übermäßig belastenden Verträgen oder durch Schutz seines Rechts auf Versorgung mit Elektrizität und Telefon trotz zeitweiliger Zahlungsschwierigkeiten. Es wird erwartet, daß sich dieses Prinzip in Zukunft verstärkt durchsetzen wird, insbesondere in der Praxis von Verbraucherschutzbehörden. Wichtige Argumente sprechen für die allgemeine Anerkennung dieses Prinzips.

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Thomas Wilhelmsson is Professor of Civil and Commercial Law at the Institute of Private Law, Faculty of Law, University of Helsinki, Vuorikatu 5, SF-00100 Helsinki, Finland, and a member of the Finnish Market Court.     

Vetoes Overridable by Simple Majorities

Conventional wisdom has it that the absolute (purely negative) veto is ineffective when overridable by a simple majority. That is flatly false. The examples that prove this surprising fact are themselves surprisingly ordinary yet oddly resistant to direct observation. They reveal virtues of a neglected institutional design.JEL classification: D71, D72     

Selecting Social Goals: J. M. Keynes and the Emergence of Ontological Rationality in Economics

In this paper we discuss the fundamental inconsistency that results from employing the two traditional concepts of rationality as the basis of selecting social goals. We then consider the possibility that the selection of social goals must be based on explicitly ethical criteria. To do so a third concept of rationality namely, ontological rationality, should be adopted. Moreover, we argue that J. M. Keynes in A Tract Monetary Reform based his public policy recommendations on a modified version of ontological rationality, thereby introducing ontological rationality into economics as the basis for selecting social goals.A previous version of this paper was presented at the Fifty-Eighth International Atlantic Economic Conference, October 7–10, 2004. The authors are grateful to session participants for their helpful suggestions, though the authors alone are responsible for the contents of the paper.     

Trucking deregulation and highway safety: The effect of the 1980 Motor Carrier Act

The relationship between deregulation in the trucking industry and highway safety is an important economic and social issue. Analyses thus far have concentrated on the relationship between the downward pressure imposed on freight rates by deregulation and total safety investment by firms. Two issues which have been ignored are the effects that deregulation had on route carriage restrictions and total firm mileage. We show that the inclusion of these factors yields a model in which the relationship between motor carrier deregulation and highway safety is dependent upon the relative effects of all three factors. Estimation of the model using accident data implies that trucking deregulation did not deteriorate highway safety and may have actually improved it.     

Promise and peril in implementing pay‐for‐performance

Why would managers abandon pay‐for‐performance plans they initiated with great hopes? Why would employees celebrate this decision? This article explores why managers made their decisions in 12 of 13 pay‐for‐performance “experiments” at Hewlett‐Packard in the mid‐1990s. We find that managers thought the costs of these programs to be higher than the benefits. Alternative managerial practices such as effective leadership, clear objectives, coaching, or training were thought a better investment. Despite the undisputed instrumentality of pay‐for‐performance to motivate, little attention has been given to whether the benefits outweigh the costs or the “fit” of these programs with high‐commitment cultures like Hewlett‐Packard was at the time. © 2004 Wiley Periodicals, Inc.