Beyond endorsements: The effect of celebrity Creative Directors on consumers’ attitudes toward the advertisement

Marketers are beginning to expand the roles that celebrities play in support of brands. Connections now go beyond the typical endorsement relationship to employing celebrities as Creative Directors. Study 1 demonstrates celebrity Creative Directors, as opposed to merely endorsers, result in increased attitudes toward the advertisement; an effect mediated by consumer perceptions of celebrity expertize and attenuated by skepticism toward advertising. Study 2 further investigates this phenomenon by considering whether it is the title of Creative Director that results in increased attitudes toward the advertisement or if consumers need to be made aware of the responsibilities associated with such a role. Results from Study 2 suggest that merely bestowing a celebrity with the title of Creative Director is not sufficient to enhance attitudes, the duties performed by the celebrity Creative Director must be made explicit.     

IS A SOCIAL EMPOWERMENT OF PPP FOR INFRASTRUCTURE DELIVERY POSSIBLE? LESSONS FROM SOCIAL IMPACT BONDS

Social Impact Bonds (SIBs) have emerged in recent years as outcome‐based public‐private partnerships (PPP) for the delivery of welfare services, where the payment to the private operator is linked to the achievement of superior social impact. Since the traditional infrastructure‐based PPP approach seems to have failed to achieve higher level of efficiency and, above all, effectiveness, this paper discusses the extent to which the SIB model can represent a reference point to innovate the PPP model by introducing more focus on outcome achievement and social value generation.     

A Self‐Tuning Model for Smart Manufacturing SMEs: Effects on Digital Innovation

With the changing way people live, communicate, and work, enterprises are striving to shift their existing business model into a “self‐tuning” one. Enterprises are becoming more agile, adaptive, and ambidextrous in order to boost innovation in the current digital transformation era. Nowadays, “digital innovation” is closely associated with Industry 4.0 enablers and smart enterprises. Prior research has shown that while multinational enterprises—across many sectors—have already embraced the aforementioned advancements, their adoption by small and‐medium‐sized enterprises (SMEs) has so far taken place mainly in the manufacturing sector. Thus, based on a sample of 280 self‐tuned smart manufacturing SMEs and having utilized the structural equation modeling (SEM), this study was aimed to investigate how digital innovation is influenced by the three pillars of self‐tuning models—agility, adaptation, and ambidexterity. Our paper has focussed on the digital systems in which SMEs, spurred by networking and open innovation solutions, operate and innovate in response to external triggers, displaying a balance between exploration and exploitation, and a strong agile capacity.     

Methodological choices of HR research conducted in Asia

A twenty-year study of the Human Resource (HR) practices–outcome relationship has found that more rigorous methodologies have been adopted over time. However, several problematic features such as cross-sectional, single-informant, and single-level designs continue to be adopted (Bainbridge et al., Human Resource Management, 2016). Responding to calls for increased contextualization of research by investigating the relationship between the location of data collection and the methodological choices of researchers, this study answers the question “How unique are the methodological choices of HR research conducted in Asia?” Applying content analysis to 241 published articles, we compare internal, external, construct and statistical conclusion validity of studies collected in North America (n=66), Europe (n=95) and Asia (n=80, including 57 studies from China). Results show that despite similarities in cross-sectional, single-informant and single-level designs across regions, research conducted in Asia is mainly undertaken via field studies, using subjective outcome measures at the organizational level, following a post-predictive design. In addition, studies from Asia are more recent, and show a shorter time gap between data collection and publication. Theoretical and practical implications embedded in the dynamic context of Asia in general, and China more specifically are discussed.     

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.     

Healthcare costs of stroke and major bleeding in patients with atrial fibrillation treated with non-vitamin K antagonist oral anticoagulants

Objective: To assess long-term healthcare costs related to ischemic stroke and systemic embolism (stroke/SE) and major bleeding (MB) events in patients with non-valvular atrial fibrillation (NVAF) treated with non-vitamin K antagonist oral anticoagulants (NOACs).

Materials and methods: Optum’s Clinformatics Data Mart database from 1/2009–12/2016 was analyzed. Adult patients with ≥1 stroke/SE hospitalization (index date) were matched 1:1 to patients without stroke/SE (random index date), based on propensity scores. Patients with an MB event were matched to patients without MB. All patients had an NOAC dispensing overlapping index date, ≥12?months of eligibility pre-index date, and ≥1 NVAF diagnosis. The observation period spanned from the index date until the earliest date of death, switch to warfarin, end of insurance coverage, or end of data availability. Mean costs were evaluated: (1) per-patient-per-year (PPPY) and (2) at 1, 2, 3, and 4?years using Lin's method.

Results: The cost differences were, respectively, $48,807 and $28,298 PPPY for NOAC users with stroke/SE (n?=?1,340) and those with MB (n?=?3,774) events compared to controls. Cost differences of patients with vs without stroke/SE were $49,876, $51,627, $57,822, and $60,691 at 1, 2, 3, and 4?years post-index, respectively (p?p?Limitations: Limitations include unobserved confounders, coding and/or billing inaccuracies, limited sample sizes over longer follow-up, and the under-reporting of mortality for deaths occurring after 2011.

Conclusions: The incremental healthcare costs incurred by patients with vs without stroke/SE was nearly twice as high as those of patients with vs without MB. Moreover, each additional year up to 4?years after the first event was associated with an incremental cost for patients with a stroke/SE or MB event compared to those without an event.     

Online brand community within the integrated marketing communication system: When chocolate becomes seductive like a person

This study proposes brand communities as an effective tool within the integrated marketing communication (IMC) system. The paper utilizes the Brand Concept Map quali-quantitative technique in order to represent and compare mental association texture within one group of non-members of a brand community versus one group of people engaged in the same community. Brand stimulus is Nutella (chocolate cream) which boasts a crowded and lively online brand community: Nutellaville. Results show that brand community is effective in terms of contribution, commonality, and complementarity within the IMC system. In particular, Nutella brand image within the online community participants is composed of some mental associations overlapping other communication tools (commonality), and by new mental associations (complementarity) referred to the brand image dimension named ‘brand as person’ (seductive, popular, reassuring); second, this anthropomorphism effect solves the issue of sense of guilt excited by chocolate (contribution).     

A policy analysis to promote conservation and use of small millet underutilized species in India

Despite the important role of Neglected and Underutilized Species (NUS) in diversifying agriculture, supporting traditional farming systems and improving food and nutritional security particularly in marginal lands, very little attention is being paid to their mainstreaming in national policies and institutions. Based on a detailed review of the regulatory frameworks governing the conservation, sustainable use and equitable sharing of benefits arising out of plant genetic resources and the circulation and registration of seeds and improved varieties, this paper discusses the extent to which the measures in place in India may favour or affect the conservation and use of NUS. In addition to these frameworks, in view of the major change realized by the 2013 National Food Security Act which has included coarse cereals in the country’s Public Distribution System (PDS), the paper also incorporates this latest policy in its analyses. A special focus is given to small millets, a group of species with unexploited economic and nutritional potential but extremely important for marginal communities’ food security and livelihoods. A set of policy recommendations and opportunities to explore are proposed to address the identified constraints with the purpose of creating a more supportive policy environment and enhancing the national capacity to promote NUS.