Gamified interactions: whether,when, and how games facilitate self–brand connections

Firms increasingly use games to interact with their customers. Yet, surprisingly little is known about whether, when, and how such “gamified” interactions engage consumers with a firm’s brand, thereby facilitating self–brand connections. Building on flow theory, we show that gamified interactions that are highly interactive and optimally challenging facilitate self–brand connections, because such games lead to emotional and cognitive brand engagement. A field study and three experiments across various product domains and game designs support our theory. We also identify conditions under which consumers do not become engaged with a brand, namely when firms restrict their decisional control either to voluntarily participate in the game (i.e., compulsory play) or to spend as much time as desired playing the game (i.e., time pressure). Our findings advance existing knowledge about the use of games in marketing and provide important implications for how marketers can harness their potential to build self–brand connections.     

Restricted electricity use among poor urban households

For a variety of reasons, this article argues, electricity must be seen by policy‐makers in South Africa not as the sole provider of all future household energy needs, but rather as one component of an energy mix which includes such ‘transitional’ fuels as coal, gas and paraffin. The reasons for this are that electricity is expensive for poor households; it is subject to power failures and disconnections for non‐payment; the poor find it difficult to monitor and to control their consumption; appliances are expensive and several are required to make best use of electricity; people prefer other fuels because they are familiar and have strong personal and cultural associations, and because Eskom is not trusted owing to its past ties to illegitimate local authorities and misunderstanding of electricity and how its use is monitored and charged for. Further, it is mistaken to equate ‘development’ with total electrification: most developed countries have fuel mixes which include gas and coal, particularly for cooking and heating. Accepting an affordable fuel mix for the poor in particular would focus attention on the problems currently associated with paraffin, gas and coal, namely fires, poisoning and air pollution.     

Pseudo empirical likelihood method in the presence of missing data

In this paper, we propose an estimator for the population mean when some observations on the study and auxiliary variables are missing from the sample. The proposed estimator is valid for any unequal probability sampling design, and is based upon the pseudo empirical likelihood method. The proposed estimator is compared with other estimators in a simulation study.     

Blocked-Error-R 2: A Conceptually Improved Definition of the Proportion of Explained Variance in Models Containing Loops or Correlated Residuals

Bentler and Raykov (2000, Journal of Applied Psychology 85: 125–131), and Jöreskog (1999a, http://www.ssicentral.com/lisrel/column3.htm, 1999b http://www.ssicentral. com/lisrel/column5.htm) proposed procedures for calculating R ² for dependent variables involved in loops or possessing correlated errors. This article demonstrates that Bentler and Raykov’s procedure can not be routinely interpreted as a “proportion” of explained variance, while Jöreskog’s reduced-form calculation is unnecessarily restrictive. The new blocked-error-R ² (beR ²) uses a minimal hypothetical causal intervention to resolve the variance-partitioning ambiguities created by loops and correlated errors. Hayduk (1996) discussed how stabilising feedback models – models capable of counteracting external perturbations – can result in an acceptable error variance which exceeds the variance of the dependent variable to which that error is attached. For variables included within loops, whether stabilising or not, beR ² provides the same value as Hayduk’s (1996) loop-adjusted-R ². For variables not involved in loops and not displaying correlated residuals, beR ² reports the same value as the traditional regression R ². Thus, beR ² provides a conceptualisation of the proportion of explained variance that spans both recursive and nonrecursive structural equation models. A procedure for calculating beR ² in any SEM program is provided.     

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.     

Characteristics and practices of “Christian-based” companies

There is a sizeable group of self-described Christian companies which have declared their belief in the successful merging of biblical principles with business activities. As these companies have become more visible, an increasing number of anecdotal newspaper and magazine articles about these companies have appeared. Surprisingly, no rigorous research has been conducted prior to our recent study. This article provides national estimates of the size and predominant characteristics of self-identified Christian companies. In addition, the study investigated the types of relationships these companies maintained with their employees, customers, communities, and suppliers.Nabil Ibrahim is an Assistant Professor of Business Administration at Augusta College, Augusta, Georgia. He has published articles, case studies, and professional papers in the areas of business policy and strategy.Dr. Leslie W. Rue is Professor of Management in the College of Business Administration at Georgia State University. He is the author of over forty articles, cases, and papers that have appeared in academic and practitioner journals. He has coauthored eight textbooks in the field of management.Dr. Patricia P. McDougall is an Assistant Professor of Management at Georgia State University. Her research focuses primarily on new venture strategies and international entrepreneurship and has been published in several academic journals. Dr. G. Robert Grenne is an Associate Professor of Management at Old Dominion University, Norfolk, Virginia where he teaches strategic management and entrepreneurship. He is a Contributing Editor to Spiritual Fitness in Business and has published articles in various academic and practitioner journals.     

Uncertainty and the theory of international trade in long-run equilibrium

We consider a country with two factors and two industries, each of which faces technical and price uncertainty. Entrepreneurs choose outputs in order to maximize the expected utility of profits. They also draw factor payments and purchase consumption goods after the uncertainty isresolved. They enter and exit from an industry according to whether participation there increases their expected utility. Within this model, the validity of the propositions of neoclassical trade theory depends on how the entrepreneurs' entry decisions are affected by parameter changes via their roles as risk bearers, consumers and factor owners.