Beyond Seeing McDonald's Fiesta Menu: The Role of Accent in Brand Sincerity of Ethnic Products and Brands

Given the significant increase in the number of ethnic consumers, firms attempt to utilize various marketing communication strategies and tactics to promote their brands to these ethnically diverse groups. Similarly, many marketers are striving for brand crossovers by introducing ethnic offerings to new audiences. This research focuses on one such ethnic marketing communication strategy—the use of accented spokespersons. Building on a prosodic theory of accent, we propose that certain prosodic features (i.e., intonation) connote associations of sincerity and trustworthiness and thus affect brand sincerity perceptions. The current research also demonstrates that the effect of intonation depends on the degree of congruity between product ethnicity and a spokesperson's accent. Our results reveal that when these variables are congruent, consumers rely on the cues that are consistent with the advertising appeals. Thus, when a message uses a sincerity appeal, falling (versus rising) intonation leads to greater attributions of brand sincerity, whereas when a message uses a competence appeal, rising (versus falling) intonation triggers higher perceptions of brand sincerity. In the condition of incongruity, consumers aim to resolve the incongruity and rely on cues that connote the trustworthiness of a message (i.e., falling intonation). Theoretical and managerial implications conclude the article.     

Brand‐Situation Congruity: The Roles of Self‐Construal and Brand Commitment

The present research examines the moderating roles of self‐construal and brand commitment in brand‐situation congruity effects in persuasion. Self‐construal refers to how individuals perceive themselves in the context of relationships with others (Singelis, 1994). Individuals with independent self‐construal, who emphasize autonomy and assertiveness, value consistency regardless of social contexts, whereas people with interdependent self‐construal value their relationships with others and adapt with flexibility to social situations. Commitment is a psychological state that globally represents the experience of dependence on a relationship and denotes a long‐term orientation, including a feeling of attachment to a relational partner and a desire to maintain a relationship (Rusbult, 1983). In the same vein, brand commitment refers to emotional or psychological attachment to and dependence on a brand (Beatty & Kahle, 1988x). Experiment 1 demonstrated that brand‐situation congruity, for which brand preference increases when the brand personality is congruent (vs. incongruent) with social situational cues, was stronger for interdependent (vs. independent) self‐construal individuals. Experiment 2 provided further support for the moderating role of self‐construal, when primed, in situation congruity effects as well as evidence for another moderator, brand commitment. That is, the moderating effect of self‐construal on brand‐situation congruity was stronger when consumers held weak (vs. strong) commitment to the target brand.     

Model for measuring carrying capacity in inhabited tourism destinations

Portuguese Economic Journal - Sustainable development of tourist destinations, of any scale, such as countries, regions or municipalities, is hampered by the challenges that sustainability...     

Innovation through Experience Staging: Motives and Outcomes

There is a growing recognition of the opportunities of innovation through experience staging. The literature, however, tends to focus on high‐profile examples of firms from largely hedonic sectors, such as entertainment and hospitality. These cases provide vivid and persuasive examples, but they fail to address how firms outside these sectors can join the experience economy—a term coined in 1998 by Pine and Gilmore—by developing new products and services with experiences at their core. The paper reports on two studies undertaken to examine why firms that do not belong to sectors that are largely hedonic innovate through experience staging and how they benefit from doing so. The first study is an in‐depth case study of 15 diverse firms, which examines these firms' motives for pursuing innovation through experience staging. The second study is a two‐year longitudinal quantitative survey of 131 small‐ and medium‐sized firms (SMEs) to address the question of the benefits that firms that do not have strong brands can gain by from innovation through staging experiences. The first study provides the basis for classifying firms along two dimensions depending on the nature of the new products or services (referred to collectively as offerings) they create. The first dimension has to do with whether new offerings have a functional or experiential core. The second dimension has to do with the degree of experiential augmentation applied to offerings. The first study suggests that firms adopt an experience‐staging strategy to innovation based on both outward‐facing and inward‐facing motives. The outward‐facing motives include improving a firm's image in its market, entering new markets, and attracting new customers. The inward‐facing motives include improving a firm's attractiveness to employees and increasing profitability. The results of the second study suggest that creating offerings with an experiential core can contribute to success by enhancing a firm's image, its attractiveness to employees, and its ability to enter new markets. Moreover, experiential augmentation contributes to profitability, new customer attraction, and employee attractiveness. This research has important implications for theory and practice. In the first place, this research extends existing theory about experience staging to firms outside sectors that are largely hedonic. In the second place, the managerial implications are that innovation through experience staging can be an effective way for SMEs, even those outside industries, such as entertainment or hospitality, to create competitive advantage.     

Technological and Organizational Change and the Employment of Women: Early Twentieth-Century Evidence from the Ohio Manufacturing Sector

Abstract

Using a data set that tracks the employment and wages of male and female production and clerical workers in Ohio from 1914 to 1937, this study finds that among manufacturing establishments, female employment and real wages rose rapidly throughout this period, particularly within clerical occupations. There were also substantial increases in the proportion of women in Ohio's manufacturing workforce, and women's wage increases kept pace with those of men. After matching the employment and wage data to input and output data from Ohio's manufacturing census, the study estimates the parameters for industry group translog production functions. The estimates indicate that Ohio's manufacturers adopted new organizational structures and technologies that favored an increasingly intensive use of female clerical labor. The study performs a counterfactual exercise that illustrates the extent to which non-neutral technological and organizational changes over this period explain the observed increases in the employment and remuneration of female clerical workers.     

Global Geopolitics and Local Geoeconomics in Northwest Africa: The Industrial Port of Granadilla (Canary Islands,Spain)

In the world scenario of US unilateralism, this paper argues the competition for control over Africa's resources between the major powers (United States, the European Union and China) provides a renewed geostrategic situation for the Canary Islands (Spain). First, the political and economic rivalry over Northwest Africa adds new dimensions to the geostrategic location of the Archipelago, which constitute NATO's southern flank and a logistic platform for neighbouring Africa. Second, it focuses on the particular case of the industrial megaport envisaged for Granadilla (Tenerife), examining its geostrategic projection as an important infrastructure both for the Canarian ruling elites' geoeconomic interests and also for the geopolitical interests of the major world powers.     

It's no longer mine: the role of brand ownership and advertising in cross-border brand acquisitions

Although cross-border brand acquisitions are increasingly common in the global marketplace, research on how consumers respond to them is limited. Building on social identity and psychological ownership theories, we introduce the concept of brand ownership to the advertising literature, and show its negative effects on consumer reactions to a brand acquisition. Furthermore, we demonstrate that consumers’ disidentification (i.e., an oppositional motivation) with an acquiring country moderates the negative effect of consumers’ brand ownership on consumer attitudes after a brand acquisition. The results reveal that consumers with high levels of brand ownership develop more negative post-acquisition brand attitudes when a brand is acquired by a country with which consumers strongly disidentify (i.e. dissociative vs. out-group). Furthermore, our research introduces the concept of a brand ownership appeal in advertising, and demonstrates that it is an effective advertising strategy in enhancing post-acquisition brand attitudes for consumers with high levels of brand ownership. Important theoretical and managerial advertising implications conclude this research.     

Does Corruption Affect suicide? Econometric Evidence from OECD Countries

The question to what extent corruption influences suicide still remains unanswered. This paper examines the effect of corruption on suicide using a panel data approach for 24 OECD countries over the period 1995?C2004. Our results show that suicide rates are lower in countries with lower levels of corruption. We also find evidence that this effect is approximately three times larger for males than for females. It follows from these findings that corruption has a detrimental effect on societal well-being and its effect differs based on the social position of genders.