Modeling the Impact of Parasocial Interactions with Media Characters on Brand Placement Effects

The conceptualization in this article advocates for integrating media users' processing more strongly in brand placement research, with a focus on processes that grasp at the connections and interactions between media users and media characters. Starting from the Balance Model of Product Placement by Russell and Stern (2006 Russell, C.A., &; Stern, B.B. (2006). Consumers, characters, and products. A balance model of Sitcom product placement effects. Journal of Advertising, 35, 7–21.[Taylor &; Francis Online], [Web of Science ®] , [Google Scholar]), which indicates some sort of parasocial connections between viewers and characters related to the placement, recent advancements in parasocial interaction (PSI) theory and measurement are explicated to conceptualize the interactions between media users and media characters in greater detail and more adequately. This enables more in-depth hypotheses on the impact of specific PSI sub-dimensions (cognitive, affective, behavioral) on specific sub-dimensions of brand placement effects (recognition, recall, evaluation, consumer behavior).     

Nonlinear Taylor rules in Central Eastern European countries

This study applies sequential panel selection method (SPSM), proposed by Chortareas and Kapetanios (2009) Chortareas, G., and G. Kapetanios. 2009. “Getting PPP Right: Identifying Mean-Reverting Real Exchange Rates in Panels.” Journal of Banking and Finance 33: 390–404.[Crossref], [Web of Science ®] , [Google Scholar], to investigate to test the validity of Taylor rules to assess the nonstationary properties of the convergence of the real exchange rates for 10 Central Eastern European countries. The SPSM can be used to decompose a panel of real exchange rate series into two groups: a group of stationary series and a group of nonstationary series. We identify the stationary processes in the panel and demonstrate that Taylor rules holds for 7 of the 10 countries studied. These results imply that the choices and effectiveness of the monetary policies in Central Eastern European economies are highly influenced by external factors originating from the United States. Additionally, our findings highlight that their real exchange rate convergence is a mean reversion toward equilibrium values of Taylor rules in a nonlinear manner.     

The relationship between Co2 emissions,energy consumption,economic growth and FDI: the case of Turkey

This study investigates the relevance of the environmental Kuznets curve (EKC) hypothesis in Turkey for the period 1974–2010 using carbon dioxide (CO₂) emissions, energy consumption, economic growth, and foreign direct investment (FDI) variables. The long-run equilibrium relationship among CO₂ emissions, energy consumption, economic growth, and FDI is revealed using the bounds test. The error correction model under autoregressive-distributed lag mechanism suggests that CO₂ emissions converge to their long-run equilibrium level by a 49.2% speed of adjustment every year by the contribution of energy consumption, economic growth, and FDI. The Toda–Yamamoto (1995 Toda, H.Y., and T. Yamamoto. 1995. “Statistical Inference in Vector Autoregressions with Possibly Integrated Processes.” Journal of Econometrics 66 (1): 225–250.[Crossref], [Web of Science ®] , [Google Scholar]) causality test results imply that carbon emissions and FDI, energy consumption, and CO₂ emissions have bidirectional causal relationships. On the other hand, there are unidirectional causal relationships running from economic growth and energy consumption to FDI and from economic growth to energy consumption. Our findings provide evidence of the validity of the pollution haven hypothesis, in addition to the scale effect, and the EKC in the case of Turkey.     

The Internationalization Process of Online SMEs in the U.K., U.S. and Australia

ABSTRACT

Starting from a modified version of the Cavusgil and Zou (1994) Cavusgil, S.T. and Zou, S. 1994. Marketing strategy-performance relationship: An investigation of the empirical link in export market ventures. Journal of Marketing, 58(1): 1–21. [Crossref], [Web of Science ®] , [Google Scholar] theoretical framework, in which the level of internationalization of online Small and Medium Enterprises (SMEs) is considered as an aggregated indicator of the export marketing strategy and a measurement of export performance, this paper investigates the influence of a series of internal and external factors on the internationalization of online SMEs. It expands the empirical framework used by Luo et al. (2005) Luo, Y., Zhao, J.H. and Du, J. 2005. The internationalization speed of e-commerce companies: An empirical analysis. International Marketing Review, 22(6): 693–709. [Crossref], [Web of Science ®] , [Google Scholar] in an attempt to explain the internationalization of online SMEs by integrating both organizational and market factors, thus improving the explanatory power of internationalization models, and enhancing their applicability for professionals.     

Relevance of the Attention Effect in the Brazilian Stock Market

This article aims to analyze the impact of investor attention in the Brazilian stock market, particularly the effect of positive pressure on asset prices verified by Barber and Odean (2008 Barber, B. M., &; Odean, T. (2008). All that glitters: The effect of attention and news on the buying behavior of individual and institutional investors. Review of Financial Studies, 21(2), 785–818. doi:10.1093/rfs/hhm079[Crossref], [Web of Science ®] , [Google Scholar]). Using the methodology of Da and colleagues (2011 Da, Z., Engelberg, J., &; Gao, P. (2011). In search of attention. The Journal of Finance, 66(5), 1461–99. doi:10.1111/j.1540-6261.2011.01679.x[Crossref], [Web of Science ®] , [Google Scholar]), we seek to assess whether investor attention, as measured by the volume of searches on Google, can explain abnormal variations in market activity and asset returns. The results indicated that the Internet search data does explain variations in turnover rate and trading volume of assets. However, unlike the results of studies conducted in other countries, the price pressure hypothesis was not observed in the Brazilian market.     

Drawing on “Producer-Tours”: A Technique for Addressing Consumer Uncertainty Surrounding the Consumption of Fair Trade Food Products?

Despite the global increase in both fair trade sales and awareness, actual market shares of some fair trade products remain disappointing. A number of authors have suggested various reasons for this, including the complexity of the situational context affecting actual purchase behavior (Carrington, Neville, &; Whitwell, 2010 Carrington, J. M., Neville, A. B. and Whitwell, G. J. 2010. Why ethical consumers don't walk their talk: Towards a framework for understanding the gap between the ethical purchase intentions and actual buying behaviour of ethically minded consumers. Journal of Business Ethics, 97: 139–158. [Crossref], [Web of Science ®] , [Google Scholar]), the disconnect between producers and consumers (Dickinson, 2001 Dickinson, M. A. 2001. Utility of no sweat labels for apparel consumers: Profiling label-users and predicting their purchases. Journal of Consumer Affairs, 35(1): 96–119. [Crossref], [Web of Science ®] , [Google Scholar]), and the problems associated with the depersonalization of ethics in mainstream distribution (Bezencon &; Blili, 2011). This article introduces the drawing method into the field of research on fair trade consumption. Using this method, this study explores student perceptions of both fair trade consumers and how fair trade works. In doing so, the drawing method unveiled two potential consumer types; namely, the dreamer and the angel. On this, we argue that our study reveals some of the possibilities inherent in the use of the drawing method to explore uncertainty surrounding fair trade consumption.     

Effects of Pre-Salt Regulation on the Market Value of Petrobras

This article measures the impacts of the process of pre-salt development related to new regulations in Brazil applicable to the offshore pre-salt hydrocarbon reserves. For this purpose, Bai and Perron (2003 Bai, J., and Perron, P. (2003). Computation and analysis of multiple structural change models. Journal of Applied Econometrics, 18, 1–22. doi:10.1002/jae.659[Crossref], [Web of Science ®] , [Google Scholar]) and Chow (1960 Chow, G. C. (1960). Tests of equality between sets of coefficients in two linear regressions. Econometrica, 28(3), 591–605. doi:10.2307/1910133[Crossref], [Web of Science ®] , [Google Scholar]) tests were used to identify structural breakpoints in the behavior of the price of Petrobras stock through a model that includes the ratio of the stock prices of Vale and Petrobras, and the proven oil reserves of Petrobras from 2000 to 2014. The results indicated structural breakpoints in the period of regulation change and when Petrobras issued new shares to raise funds for pre-salt development.     

Small Service Businesses: Advertising Attitudes and The Use of Digital and Social Media Marketing

Advertising is embraced by companies as a means of building awareness, sales, and customer loyalty. However, in recent years advertising has changed. Digital marketing and social media marketing have gained a greater prominence (Lamberton & Stephen, 2016 Lamberton, C., Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(November), 146–172. https://doi.org/10.1509/jm.15.0415.[Crossref], [Web of Science ®] [Google Scholar]). While megabrands spend millions of dollars on advertising, small businesses often view advertising as an expense rather than a means of generating revenue. Small service business owners are often skeptical of the value of digital marketing and social media. This study examines various digital and social media channels that can be utilized to grow their business.     

Consumer Technology Readiness and E-Service Quality in E-Tailing: What is the Impact on Predicting Online Purchasing?

Total online retail spending in China reached $427 billion in 2014 and is expected to surpass $1 trillion in 2018 (Chu and Wong 2015 Chu, K., and G. Wong. 2015. China tries to clean up e-commerce. The Wall Street Journal. http://www.wsj.com/articles/china-tries-to-clean-up-e-commerce-1427894413 [Google Scholar]). In addition, the number of online stores in China has been rapidly increasing. The present study proposes a model based on the theoretical frameworks of technology readiness (Parasuraman et al. 2005 Parasuraman, A., V. A. Zeithaml, and A. Malhotra. 2005. A multiple-item scale for assessing electronic service quality. Journal of Service Research 7 (3):213–33.[Crossref], [Web of Science ®] , [Google Scholar]) and e-service quality (Parasuraman and Malhotra 2005 Parasuraman, A., V. A. Zeithaml, and A. Malhotra. 2005. A multiple-item scale for assessing electronic service quality. Journal of Service Research 7 (3):213–33.[Crossref], [Web of Science ®] , [Google Scholar]), and tested the model on consumers from China. The results indicate that consumer technology readiness positively influences the perceived efficiency, system availability, fulfillment, and privacy dimensions of e-service quality as it relates to the online retailing environment in China. Moreover, the influence of technology readiness on the intention to purchase online in the future is both direct and mediated by the dimensions of perceived e-service quality. Implications and future research suggestions are also discussed.     

Development of an Enhanced Model of Innovation Adoption by Individual Employees

This research investigates the antecedents and provides a new theoretical framework that addresses the adoption decision by individual employees in the organizations. The study integrates the theory of reasoned action, technology acceptance model, and the conceptual model provided by Frambach and Schillewaert (2002) Frambach, R. and Schillewaert, N. 2002. Organizational innovation adoption: A multi-level framework of antecedents and opportunities for future research. Journal of Business Research, 55(2): 163–176. [Crossref], [Web of Science ®] , [Google Scholar]. Data were collected from a randomly selected sample of employees using a structured questionnaire. The research uses multivariate statistical analysis to test the proposed enhanced model, which is largely supported and validated, accounting for 60% of the variances in usage. This result has strategic implications for organizations in the effective management of innovation involving employees in their workplaces.     

Innovativeness along the Business Cycle: The Case of Uruguay

ABSTRACT

This article analyzes the dynamics of knowledge-capital accumulation along the different stages of the business cycle within the benchmark proposed by Crépon, Duguet, and Mairesse (1998 Crépon, B., Duguet, E. &; Mairesse, J. (1998). Research, innovation, and productivity: An econometric analysis at the firm level [Working Paper n° W6696]. Cambridge, MA: NBER. Retrieved from www.nber.org/papers/w6696[Crossref] , [Google Scholar]) using a balanced panel of Uruguayan firms. Findings reveal that the intensity of innovation evolves procyclically, while the propensity of innovation and the degree of novelty embedded in innovations follow a countercyclical path. They also show that product innovations during economic recessions are only pursued by companies that are able to divert their sales to world markets; otherwise, they tend to innovate in processes. Results further suggest that productivity gains driven by knowledge-capital accumulation are magnified by systematically engaging in innovation activities.     

Identification,Reputation, and Performance: Communication Mediation

ABSTRACT

This study focuses on a possible mediation by communication in the identification-organizational performance and identification-corporate reputation relationships. The review of the literature indicates that (a) companies with good reputations have better performances, (b) the stronger employee identification is, the better the reputation and performance, and (c) communication plays an important role in emphasizing the mode in which the organization presents itself to its stockholders. This study reveals that communication is a partial mediator in the relationships studied, suggesting that managers early on establish the form of communication, emphasize to a greater degree managerial communication, and not concentrate all their attention on marketing communication. The study involved 1,025 employees in various organizations and applied modeling of structural equations and the method proposed by Baron and Kenny (1986 Baron , R. M. , and Kenny , D. A. ( 1986 ). “The Moderato-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations,” Journal of Personality and Social Psychology , Vol. 51 , No. 6 , pp. 1173 – 82 .[Crossref], [PubMed], [Web of Science ®] , [Google Scholar]) to evaluate the mediation between the variables.     

Herd Behavior in Latin American Stock Markets

ABSTRACT

This article investigates the presence of herd behavior in Latin American stock markets using the methodologies proposed by Christie and Huang (1995 Christie , W. G. , &; Huang , R. D. ( 1995 ). Following the pied piper: Do individual returns herd around the market? Financial Analysts Journal , 51 ( 4 ), 31 – 37 .[Taylor &; Francis Online] , [Google Scholar]) and Chang, Cheng, and Khorana (2000 Chang , E. C. , Cheng , J. W. , &; Khorana , A. ( 2000 ). An examination of herd behavior in equity markets: An international perspective . Journal of Banking and Finance , 24 ( 10 ), 1651 – 1679 .[Crossref], [Web of Science ®] , [Google Scholar]). Daily closing prices and trading volumes from January 3, 2000 to September 15, 2010 from the stock markets of Argentina, Brazil, Chile, Mexico, and the United States were analyzed. The US market was studied in order to provide a reference for comparison. The shares for which data was collected in each country were those listed in the most representative stock index for each market. It was not possible to establish evidence of herd behavior in any of the five countries studied using the Christie and Huang (1995 Christie , W. G. , &; Huang , R. D. ( 1995 ). Following the pied piper: Do individual returns herd around the market? Financial Analysts Journal , 51 ( 4 ), 31 – 37 .[Taylor &; Francis Online] , [Google Scholar]) method. However, evaluating the data for the entire period using the method proposed by Chang, Cheng, and Khorana (2000 Chang , E. C. , Cheng , J. W. , &; Khorana , A. ( 2000 ). An examination of herd behavior in equity markets: An international perspective . Journal of Banking and Finance , 24 ( 10 ), 1651 – 1679 .[Crossref], [Web of Science ®] , [Google Scholar]) we detected herd behavior in the Chilean market. These results were not affected by the addition of additional exogenous variables representing the September 11 attacks of 2001 and the subprime crisis, or when the effect of the behavior of US shares on other countries was analyzed. Asymmetric herd behavior was detected in the Chilean, United States, Argentinean, and Mexican markets.     

Malaysian Money Demand Function Revisited: The ARDL Approach

ABSTRACT

This article examines the long-run and short-run behavior of the demand for money (M1, M2, and M3) in Malaysia. In this study we used a robust estimation known as the unrestricted error correction model (UECM) and the Bounds test (Pesaran, Shin, &; Smith, 2001 Pesaran, H., Shin, Y. and Smith, R. J. 2001. Bounds testing approaches to the analysis of level relationships. Journal of Applied Econometrics, 16: 289–326. [Crossref], [Web of Science ®] , [Google Scholar]) to determine if the demand for money is cointegrated with real income, interest rate, and the price level. Prior to the cointegration analysis, we tested whether the demand for money series had undergone any structural breaks due to the 1997 Asian financial crisis using the Gregory–Hansen structural break approach. The study used annual data from 1970 to 2004. The Gregory–Hansen test suggests that the 1997 Asian financial crisis did not have a significant impact on the cointegration relationship between money demand and its determinants. The Bounds test revealed that the demand for M1, M2, and M3 are cointegrated with its determinants at the 1% level of significance. Thus, the long-run demand for money was found to be stable. This implies that monetary targeting may be a useful for the conduct of the monetary policy.     

Consumer receptiveness to international retail expansion: a cross-cultural study of perceptions of social and economic influence of foreign retailers

Guided by the work of Samiee (1993 Samiee, S.1993. “Retailing and Channel Considerations in Developing Countries: A Review and Research Propositions.” Journal of Business Research27 (2): 103–129. doi:10.1016/0148-2963(93)90018-K.[Crossref], [Web of Science ®] , [Google Scholar]. Journal of Business Research, 27 (2): 103–129), Sakarya, Eckman, and Hyllegard (2007 Sakarya, S., M.Eckman, and K.Hyllegard. 2007. “Market Selection for International Expansion.” International Marketing Review24 (2): 208–238. doi:10.1108/02651330710741820.[Crossref], [Web of Science ®] , [Google Scholar]. International Marketing Review, 24 (2): 208–238), and Alexander et al. (2010 Alexander, N., A. M.Doherty, J. M.Carpenter, and M.Moore. 2010. “Consumer Receptiveness to International Retail Market Entry.” International Journal of Retail & Distribution Management38 (3): 160–172. doi:10.1108/09590551011027104.[Crossref] , [Google Scholar]. International Journal of Retail & Distribution Management, 38 (3): 160–172), a cross-cultural analysis was undertaken to examine consumer receptiveness to domestic market entry by foreign apparel specialty retailers. More specifically, this study explored differences in consumers' perceptions of the influence of foreign apparel specialty retailers on social, cultural, and economic development across three countries: Spain, Turkey, and the USA. Consumer receptiveness was measured as beliefs about the social and economic influence of foreign retailers and perceptions of retailers' brand characteristics and offerings. An intercept survey of 1233 apparel shoppers was conducted in major metropolitan shopping areas in all three countries. MANOVA revealed that Spanish consumers were least concerned about urban growth associated with foreign retailers and least likely to perceive positive employment/business opportunities and socio-cultural well-being from the presence of foreign retailers. Turkish consumers held the strongest perceptions regarding the influence of foreign retailers on urban growth. Paired sample t-tests revealed that Turkish consumers, when compared with Spanish consumers, evaluated U.S. retailers' offerings more positively and were more receptive to the entry of U.S. retailers into their domestic markets. Results of regression analyses indicated that Spanish and Turkish consumers' beliefs about retail brand characteristics and the socio-cultural and economic influence of foreign retailers positively predicted consumers' receptiveness, whereas age negatively influenced receptiveness. Differences in perceptions among Spanish, Turkish, and U.S. consumers may be attributed to the varying levels of economic development among the three countries as well as to the countries' differing policies concerning foreign retailers. Findings provide a basis for the development of a measure of consumer receptiveness to international retail expansion.     

Cause‐Related Marketing from the Nonprofit's Perspective: Classifying Goals and Experienced Outcomes

This research examines the cause‐related marketing (CRM) experience from a nonprofit (NPO) perspective, using qualitative and quantitative methods. U.S. NPO managers with direct CRM experience (n = 154) participated. Results demonstrate that NPOs have both first order (immediate financial support) and second order (less tangible, longer term) goals when undertaking CRM, and that they generally realize these outcomes, though not always. NPOs primarily seek event support, networking opportunities and public awareness, followed by funding opportunities, with less emphasis on gaining business expertise. This research extends the framework of Gourville and Rangan (2004 Gourville, J. T. and Rangan, V. K. 2004. Valuing the cause marketing relationship.. California Management Review, 47: 38–57. [Crossref], [Web of Science ®] , [Google Scholar]) by offering a more precise, differentiated model.     

Differentiation and Cost Asymmetry: Solving the Merger Paradox

This paper investigates the impact of product differentiation and of cost asymmetry on the merger paradox using a Cournot framework. It finds that when all firms share the same costs, two-firm mergers in an n firm market generate at least no profit loss when goods are sufficiently differentiated. This result contrasts with that of Salant, Switzer, and Reynolds (1983) where mergers of strategic substitutes are rarely profitable, and Deneckere and Davidson (1985 Deneckere, Raymond, and Carl Davidson. 1985. Incentives to Form Coalitions with Bertrand Competition. The RAND Journal of Economics 16 (4): 473–486.[Crossref], [Web of Science ®] , [Google Scholar]) where competition among strategic complements yields profitable mergers. Critically, when costs are asymmetric, a merger between an efficient and inefficient firm, with differentiated products, can be more profitable to participants than to excluded rivals. Following this merger, welfare is shown to increase given that the cost asymmetry between insiders is large enough.     

Consumer's Perception of Website Service Quality: An Empirical Study

With the increasing penetration of the Internet, service quality has become one of the key areas of concern for online shopping sites. Website service quality has become a vital factor in making e-commerce successful because comparing the features of products in the online environment is easier, practically free of cost, and saves on time in comparison to conventional offline markets. To empirically explore the critical factors that determine perceptions of the service quality of online shopping sites, researchers adopted the eTailQ scale suggested by Wolfinbarger and Gilly (2003 Wolfinbarger, M., and M. C. Gilly. 2003. eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of retailing 79 (3):183–98. doi:10.1016/s0022-4359(03)00034-4.[Crossref], [Web of Science ®] , [Google Scholar]). Web layout, web info, customer service, fulfillment, and privacy emerged as the critical factors affecting website service quality. Findings of the study are expected to provide valuable insights to academicians in better conceptualizing the constructs and also help marketing practitioners in fine-tuning their strategies by addressing the peculiar needs of the Indian online shoppers.     

Joint Venture Conflict: The Case of Thai International Joint Ventures

ABSTRACT

International Joint Ventures (IJVs) have become an important means of market entry for many firms, particularly those seeking entry into Asia (Lin and Germain, 1999 Lin, X. and Germain, R. 1999. Predicting international joint venture interaction frequency in U.S.-Chinese ventures. Journal of International Marketing, 7(2): 5–23. [Web of Science ®] , [Google Scholar]). As such, it is important to understand what causes some IJVs to fail and others to succeed. This study examines the relationship between partners' needs, commitment, control, and conflict between the IJV partners in a developing country of South East Asia. The findings revealed that IJV inter-party conflict was significantly influenced by all three variables, namely, partners' needs, commitment and control thereby providing support for previous research in a different national setting.     

Assurance of Learning and Study Abroad: A Case Study

Most academic programs are now held accountable for measuring student‐learning outcomes. This article reports the results of an assurance of learning (AOL) project designed to measure the impact of study abroad on the development of ethical reasoning, intercultural sensitivity, and environmental attitudes. The Association to Advance Collegiate Schools of Business International (AACSB) AOL guidelines (2007 Association to Advance Collegiate Schools of Business International. 2007, November 20. AACSB assurance of learning standards: An interpretation (AACSB White Paper), Tampa, FL: AACSB International Accreditation Coordinating Committee and the AACSB International Accreditation Quality Committee. Retrieved May 16, 2009 from http://aacsb.edu/accreditation/papers/AOLPaper‐final‐11‐20‐07.pdf [Google Scholar], 2008 Association to Advance Collegiate Schools of Business International. 2008, January 31. Eligibility procedures and accreditation standards for business accreditation, 12, 15, 71, &; 74Tampa, FL: Author. Retrieved March 12, 2009 from http://aacsb.edu/accreditation/process/documents/AACSB_STANDARDS_Revised_Jan08.pdf [Google Scholar]) are used to frame the overall assessment process. Hammer and Bennett's (2002 Hammer, M. R. and Bennett, M. J. 2002. The intercultural development inventory (IDI) manual, Portland, OR: Intercultural Communication Institute.  [Google Scholar]) intercultural development inventory (IDI); Dunlap, Van Liere, Mertig, and Jones' (2000 Dunlap, R. E., Van Liere, K. D., Mertig, A. G. and Jones, R. E. 2000. Measuring endorsement of the new ecological paradigm: A revised NEP scale.. Journal of Social Issues, 3: 425–442.  [Google Scholar]) new ecological paradigm; Forsyth's (1980 Forsyth, D. R. 1980. A taxonomy of ethical ideologies.. Journal of Personality and Social Psychology, 39: 175–184. [Crossref], [Web of Science ®] , [Google Scholar]) ethics position questionnaire (EPQ); and Richins' (1987 Richins, M. L. 1987. “Media, materialism, and human happiness.”. In Advances in consumer research, Edited by: Wallendorf, M and Anderson, P. 352–56. Provo, UT: Association for Consumer Research.  [Google Scholar]) materialism scale are the primary measurement rubrics used in the study. Results support the proposition that study abroad does have a positive impact on the development of cross‐cultural sensitivity and environmental attitudes. Although study abroad appears to have no direct impact on moral reasoning, changes in ethical reasoning do appear to be related to intercultural development and environmental attitudes. The AOL project demonstrates how assurance of learning programs can be extended to include experiential learning outcomes and can serve as a guide for the furthering of the globalization of a business curriculum.