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991.
This study presents a signaling model of advertising for horizontally differentiated products. The central ingredients of
the model are two important characteristics of advertising—targeting, and noisy information content. The theory yields interesting
results about the informational role of targeted advertising, and its consequences. First, targeting can itself serve as a
signal on product attributes. Second, the effectiveness of targeting depends not only on firms knowing consumer preferences,
but on consumers knowing that firms know this. This creates a distinction between strategies of targeting and personalization.
Third, the effectiveness of targeting in equilibrium may (far) exceed the information contained directly in the targeted message.
Fourth, information content is not, however, superfluous. Specifically, when ads contain no information, a targeting equilibrium does not exist. Together, these results reveal how advertising conveys information both
through the content of the message and the firm’s choice of advertising medium. Furthermore, the model is robust to the various
critiques of prior work on ads-as-signals: namely, that ad content is irrelevant, ad exposure is unnecessary, and the choice
of ads as signals is inherently arbitrary.
相似文献
Ron Shachar (Corresponding author)Email: Email: |
992.
We examine the relative roles of marketing actions and product quality in determining commercial success. Using the motion
picture context, in which product quality is difficult for consumers to anticipate and information on product success is available
for different points in time, we model the effects of studio actions and movie quality on a movie’s sales during different
phases of its theatrical run. For a sample of 331 recent motion pictures, structural equation modeling demonstrates that studio
actions primarily influence early box office results, whereas movie quality influences both short- and long-term theatrical
outcomes. The core results are robust across moderating conditions. We identify two data segments with follow-up latent class
regressions and explore the degree of studio actions needed to “save” movies of varying quality. We finally offer some implications
for research and management. 相似文献
993.
Alfred Boss Senior economist Kiel Institute for World Economics Germany. 《Intereconomics》2006,41(1):44-48
It is often feared that tax competition might lead to a “race to the bottom” and that the consequence of a reduction in tax
rates on capital income would be shrinking capital income tax revenues and difficulties for national governments to perform
their usual tasks. The following paper analyses what happened to tax revenues in a number of OECD countries. It turns out
that taxes on capital income contribute to the financing of public expenditure to a more or less unchanged extent; nor are
there significant changes in the level and structure of total tax revenues.
相似文献
994.
Julena M. Bonner Rebecca L. Greenbaum David M. Mayer 《Journal of Business Ethics》2016,137(4):731-742
The popular press is often fraught with high-profile illustrations of leader unethical conduct within corporations. Leader unethical conduct is undesirable for many reasons, but in terms of managing subordinates, it is particularly problematic because leaders directly influence the ethics of their followers. Yet, we know relatively little about why leaders fail to apply ethical leadership practices. We argue that some leaders cognitively remove the personal sanctions associated with misconduct, which provides them with the “freedom” to ignore ethical shortcomings. Drawing on moral disengagement theory (Bandura 1986, 1999), we examine the relationship between supervisor moral disengagement and employee perceptions of ethical leadership. We then examine the moderating role of employee moral disengagement, such that the negative relationship between supervisor moral disengagement and employee perceptions of ethical leadership is stronger when employee moral disengagement is low versus high. Finally, we examine ethical leadership as a conditional mediator (based on employee moral disengagement) that explains that relationship between supervisor moral disengagement and employee job performance and organizational citizenship behavior (OCB). Results from a multi-source field survey provide general support for our theoretical model. 相似文献
995.
Jamie Carlson Mohammad M. Rahman Philip J. Rosenberger III Hartmut H. Holzmüller 《Journal of Marketing Management》2016,32(9-10):900-925
ABSTRACTThe purpose of this study, grounded in activity theory, is to empirically investigate the communal and individual mechanisms that simultaneously shape the customer experience in group-oriented event tourism. Based on a survey of 389 respondents with group travel experience to major events, the results confirm the research model, suggesting that the customer-experience construct constitutes a multidimensional structure comprising second-order components reflecting individual and communal experiences, with each containing first-order constructs. The results further confirm that the customer-experience construct predicts post-consumption evaluations of perceived value and satisfaction. Limitations of the study are outlined, and implications for research and managerial practice for the creation of customer experiences that are valuable and satisfying for group-travel consumers to events are discussed. 相似文献
996.
We conducted a case study to explore the challenges encountered by a foreign subsidiary of a Japanese multinational firm when localizing its organizational capabilities in China. Drawing on the concepts of boundaries and boundary-crossing, we identify pragmatic and cultural knowledge boundaries, which denied opportunities for the host-country employees to contribute their local expertise to augment the firm's core capabilities within the domains of research and development and operational protocols. However, within those domains that were regarded as complementary to or peripheral to the firm's core capabilities, host-country employees were granted more scope to cross the associated pragmatic boundaries. 相似文献
997.
Edward Shiu Simon J. Pervan Liliana L. Bove Sharon E. Beatty 《Journal of Business Research》2011,64(5):497-500
Bove, Pervan, Beatty and Shiu (2009) develop and test a latent variable model of the role of service workers in encouraging helpful behaviors by customers towards the service business (OCBs). Farrell (2010) questions these findings due to an incorrect application of the Fornell and Larcker (1981) discriminant validity test. The authors respond to Farrell's criticism by discussing the options available for assessing discriminant validity, the current use of these options in top journals, the underlying assumptions of these assessments, and the appropriateness of the alternative assessments under different types of situations. Finally, the authors address the specific concerns raised in Farrell (2010) in regard to Bove et al. (2009). 相似文献
998.
999.
Based on a theoretical exploration in a previous article, this paper empirically analyzes which issues of SD are taken into
account by corporations and stakeholders in what way, and to what extent the concept of sustainable development (SD) can be
achieved through stakeholder relations management (SRM) on the corporate level. An important basis for this empirical analysis
is a referential framework, which specifies 14 issues of SD. In a first empirical step, the literature-based framework has
been operationalized for the business world by analyzing sustainability reports. In a second empirical step, the operationalized
framework served as the basis for a survey of selected MNCs. The analyses of the sustainability reports and the survey show
how MNCs deal with particular issues of SD and what role they perceive particular stakeholders play. A key conclusion of the
article is that SRM indeed promotes SD, but that it is no alternative to predictable government regulation. 相似文献
1000.
Richard F. Beltramini 《Journal of Business Ethics》2006,63(4):333-343
Direct to consumer (DTC) advertising has attracted significant research attention, yet none has focused on empirical assessments
of its overall impact on U.S. consumers nationally, and tying assessment to relevant behavioral outcomes. This paper addresses
the ethical issue of DTC advertising providing a balance of product and risk information that is both understandable and believable,
and contributes direction to those exploring this phenomenon.
Richard F. Beltramini is currently Professor of Marketing in the School of Business Administration at Wayne State University.
He received his Ph.D. from the University of Texas at Austin, and served on the faculty of Arizona State University for fifteen
years. His teaching interests include advertising and marketing management, research, and strategy. His primary research focus
is on the believability of marketing communications information, and he has published in the Journal of Advertising, Journal
of Advertising Research, Journal of Consumer Research, Journal of Marketing, and a variety of other journals, conference proceedings,
and books as well as co-editing Gift Giving: A Research Anthology. Dr. Beltramini has served on the Editorial Review Boards
of a number of academic journals, as guest editor of special issues of the Journal of Business Ethics and the International
Journal of Internet Marketing and Advertising, as international president of the American Academy of Advertising, as a member
of the American Advertising Federation's National Academic Committee and several other professional and business organizations,
and is active as a consultant to several international organizations. He is the recipient of several national competitive
grants and awards for his teaching and research, including the National Science Foundation, is the only faculty recipient
of both his school’s Excellence in Research and Excellence in Teaching awards, and is currently the first Board of Visitors
Faculty Fellow. Prior to academe, Dr. Beltramini worked for Texas Instruments, Inc. and The Drawing Board, Inc., both in Dallas,
and he has also worked as a Visiting Research Professor for J. Walter Thompson Advertising in Chicago, Honeywell Information
Systems in Phoenix, and the Federal Trade Commission in Washington, D.C. 相似文献