Intended brand associations: Do they really drive consumer response?

Brand managers exhibit considerable effort to define intended brand associations to anchor in consumers' minds. They follow a credo deeply rooted in branding literature: intended brand associations drive consumer response and brand equity. This article investigates the benefits of a strong overlap of actual consumer brand associations and management-intended brand associations (brand association match). The article presents results from two large-scale studies (3353 and 1201 respondents) involving one consumer goods and one service brand with multiple operationalizations of consumer response (attitudinal and behavioral). The results show that consumers with high brand association match show more positive brand response. However, after accounting for the valence of associations match does not add explanatory power. This outcome challenges a key foundation of brand management. The discussion identifies reasons why match may not be necessary to achieve response and provides arguments why the results do not imply free play for brand managers.     

E-tailer׳s return policy,consumer׳s perception of return policy fairness and purchase intention

While e-commerce is growing, returns are proving to be a major problem for e-tailers (i.e. internet retailers). We argue that e-tailers׳ return policies play a strategic influence on consumer behavior. Specifically, we focus on the effect of return depth - full return policy (FRP) vs. partial return policy (PRP) – on consumer׳s perceived fairness of return policy and purchase intention. Using a structural equation model (SEM), we empirically show that an e-tailer׳s return depth has a positive influence on the consumer׳s perceived fairness of the return policy and purchase intention. Further, e-tailer׳ competition and its reputation significantly moderate the relationships between the return policy depth and the perception of the return policy׳s fairness and purchase intention. Finally, we discuss the theoretical and managerial implications of our results.     

Design Thinking and Entrepreneurship Education: Where Are We,and What Are the Possibilities?

The growing need for a workforce equipped to face uncertainties and address problems not susceptible to inquiry based on pure analytical skills has caused the rapid growth of design‐based curriculum and educational activities. Entrepreneurship education has embraced a design thinking lens, as evidenced by the increasing number of curricula incorporating processes that have roots in design. Yet there is limited understanding of the conceptual underpinnings and the implementation of such practices. We provide theoretical links to provide conceptual clarity to design‐based entrepreneurship education, propose recommendations with a multistakeholder alignment‐based model, and perform a survey to demonstrate its current state of practice.     

Energy policy: European,national, regional?

When it comes to energy policy, EU countries go their own way with little regard for other member states. What strategies exist in the EU Commission to coordinate and integrate energy markets? Are these strategies consistent with national plans currently in action? Is it too late to establish a unifi ed energy policy? What can be achieved in a unifi ed energy policy given the considerable differences in resource endowment and political preferences in energy strategies? Can the effectiveness of EU energy policy objectives be enhanced through policy coordination at the regional scale? This Forum seeks to provide answers to these questions.     

Careers,marriage, and children: Are women changing their minds?

Women have not changed their minds concerning the importance of a career. Most feel that combining a career with marriage is quite possible. Though combining a career with a family is more difficult, companies can decrease costs associated with maternity.     

Are we who we follow? Computationally analyzing human personality and brand following on Twitter

Abstract

In this study, we present a computational method for analyzing the congruence between personality of a brand’s Twitter account and the personality of their followers. We investigated attachment to brands on Twitter by computing personalities through a machine-learned computational analysis of Twitter postings rather than traditional personality tests. By studying three different brands, results revealed that on average, brand followers have personalities that are more congruent with the personality of brands they follow compared to users that do not follow those brands. Taking these findings into consideration, we discuss some considerations for advertising researchers and practitioners, as well as provide a new tool, the Brand Analytics Environment (BAE), to allow individuals without computer programming backgrounds to conduct this method themselves.     

Entrepreneurship,economic growth,and innovation: Are feedback effects at work?

This study aims to analyze the relationships between entrepreneurship, innovation and economic growth, and to show the feedback effects in these relationships. A Schumpeterian approach considering three equations linking GDP, innovation, and entrepreneurship facilitates this analysis. This paper presents empirical analysis of entrepreneurial activity in 13 developed countries. Panel data with fixed effects methodology, for the period 2002 to 2007, provides the means to estimate the equations. The analysis shows that several factors have positive impacts on innovation and entrepreneurship, including monetary policy and social climate. Additionally, a feedback effect is at work: economic activity promotes entrepreneurship and innovation activities, and the latter enhances economic activity. Therefore, policymakers must consider this effect when designing economic policies.     

Angels and non-angels: Are there differences?

The market for informal venture capital is an elusive and nearly invisible source of financing for entrepreneurial ventures. This market consists of a diverse set of high net worth individuals (business angels) who invest a portion of their assets in high-risk, high-return entrepreneurial ventures. The emerging consensus of the characteristics of the individual investor is that of a well-educated,middle-aged individual with considerable business experience and a substantial net worth. These informal investors appear to prefer investing in the early start-up stage of the venture and, if given a choice, prefer that their investments be located close to home. One consequence of this consensus is the tendency to assume that the traits of these business angels are as tightly clustered around the norm as are the traits of venture capital funds. They are not. In terms of their competence in the many areas of venture investing, these Individual investors range from the successful, cashed-out entrepreneur on the one hand to individuals with little or no experience with venture investing on the other. At the same time, little is known about the characteristics of high net worth individuals who never ventured where angels dare to tread, or about these non-angels' propensity to join the fold. Thus, this study seeks to fill the void by examining the characteristics of high net worth individuals regardless of their investment history or their interest in venture investing.An analysis of the data reveals three groups of high net worth Individuals: business angels with experience investing in entrepreneurial ventures, interested potential investors with no venture investment history but who express a desire to enter the venture investment market, and uninterested potential investors who under no circumstances would consider investing in entrepreneurial ventures as part of their investment strategy. Business angels and potential investors (both the interested and non-interested segment) share similar views about the economic significance of the entrepreneur and the difficulty in securing the equity capital for development of the venture. As the issues move from the general to the specific, divergence in investment attitudes takes place among the two groups, but this divergence is in terms of magnitude or intensity, rather than in contrasting or opposing views of the process. The potential investor tends to view investing in entrepreneurial ventures on a smaller scale than the active investor, especially in terms of the dollar amount committed to any one investment. While the business angel is more interested than the potential investor across all stages of financing, the interest for both groups increases as the type of financing progresses from the seed stage to expansion financing. In contrast, the potential investor is more likely to seek diversification as a motivation for venture investing than their angel counterparts.The potential investor pool is segmented into those potential investors who appear willing to take on the role of business angels and those individuals who have no desire to participate in the venture market. For the interested group to increase their interest in providing venture capital, these potential investors want assistance in monitoring the performance of the venture investment, followed by assistance in pricing and structuring. Both of these resources relate more to the technical aspects of venture investing and Indicate that these are the areas where the potential investor is least likely to have expertise. Other resources, such as finding and evaluating the investment opportunity, appear to represent less of a stimulus for the potential investor. In many respects, interested potential investors act like business angels across several dimensions. Both consider the later stages of the development of the venture as the preferred stage to invest. The business angel and interested potential investor prefer investments to be located relatively close to their primary residence and share similar views on the amount of the investment portfolio to allocate to venture investing. Where the interested potential investor and business angel clearly differ is on the scale of the commitment and the motivation for investing. The potential investor will commit a smaller dollar amount to any one venture, is more inclined to participate with other investors, and is more apt to see venture investing as a diversification strategy than is the seasoned business angel.     

Absorptive capacity and R&;D tax policy: Are in-house and external contract R&;D substitutes or complements?

Firms fund research and development (R&;D) to generate commercializable innovations and to increase their ability to understand and absorb knowledge from elsewhere. This dual role and opposed incentive structure of internal R&;D create a significant question for both theory and R&;D policy: Is internal R&;D a complement or substitute for external R&;D? We develop a model and novel technique for empirically estimating R&;D substitution elasticities. We focus on bio-pharmaceutical and software industries in California and Massachusetts, where tax credit rates changed differently over time for the two types of R&;D, creating a natural experiment. The effective tax prices for the two R&;D types differ from type to type, firm to firm, state to state, and year to year. This allows us to examine changes in the composition of firms’ R&;D budgets between in-house R&;D and external basic research when the relative tax prices of each category of research change. We find evidence of a substitute relationship both for a sample comprising exclusively small firms as well as for a more general distribution of firm sizes.     

For Indian online shoppers,have saying and doing parted ways?

Grounded in the theory of planned behavior (TPB) and based on both perceptual as well as behavioral data, the study explores e‐service quality (e‐SQ) dimensions’ influence on merchandise value perception (MVP) and how these value perceptions, in turn, impact shopper loyalty intention, finally leading to word‐of‐mouth (WOM) and store patronization behavior. The model was tested for measurement and structural validity, mediation by MVP, and moderation by gender. Findings suggest that: (1) e‐SQ dimensions of efficiency and fulfillment have direct effect on MVP; (2) MVP is a key mediating variable facilitating “indirect‐only” mediation between e‐SQ dimensions and online shoppers’ loyalty intentions; (3) mediation by MVP is not moderated by gender; (4) strong association between shoppers’ loyalty intention and intention to spread positive WOM; and (5) “saying” and “doing” are incompatible because online shoppers’ loyalty intentions or WOM do not translate into store patronization behavior.     

Search,purchase, and satisfaction in a multiple-channel environment: How have mobile devices changed consumer behaviors?

The rapid adoption of smartphones and increasing reliance on the mobile Internet is influencing consumers’ shopping behavior with traditional Internet devices (e.g., desktop and laptop computers) and in stores. This research examines the effects of consumer perceptions of channels (i.e., mobile devices, computers, and offline stores) on their choices of search channels, purchase channel, and satisfaction level with the purchase channel. Using survey data from a sample of U.S. consumers, we find supplemental effects of mobile devices on computers do not alter the traditional substitution relationship between computers and stores during the search. The cross-channel effects indicate that perceived purchase benefits and costs of stores affect the purchase channel selection of mobile devices and computers, respectively. Satisfaction levels were highest when purchases were made on mobile devices. The insights from this study can help managers increase the effectiveness of advertising in different media and target distinct segments of consumers who rely on multiple channels for search and purchase.     

No longer violent enough?: Creative destruction,innovation and the ossification of neoliberal capitalism

ABSTRACT

My goal is to suggest that it is useful to distinguish analytically between capital’s primal, often direct violence against bodies and a systemic form of violence that is at the same time reproductive of the capitalist system and directed against its own creations. I suggest that this analytical separation allows us to see that on the one hand capitalist violence is intensifying and with it processes of exploitation, class bifurcation, downward mobility and environmental, political and social degradation. On the other hand, however, capitalism appears to be ossifying as it loses its ability to self-reproduce. The violent act of (periodically) destroying its own creation to make room for new production and formation is becoming stifled and nothing appears capable of blowing up the dead weight of capital that is suffocating living labour. Drawing on the work of David Graeber and Mariana Mazzucato I propose that, paradoxically, it is the logic of the market that causes the stifling of real innovation and thus capitalism’s ability to reproduce. It is in this sense that I claim that capitalism is no longer violent enough.     

Generic drugs in times of economic crisis: Are there changes in consumer purchase intention?

This research aims to investigate the moderating role of an economic crisis in the consumer purchase intention toward generic drugs (GDs), and it uses a quantitative questionnaire survey to collect data through face-to-face interviews and robust statistical analyses. The results reinforce the idea that price is a fundamental element in building pharmaceutical product value. In situations of limited resources, the cost savings from generic drugs represent a strong appeal to consumers' experience of GDs and closes the perceived quality gap between the brand name and the generic products. This research highlights two main contributions, and its findings provides managerial and political implications.     

Are two reasons better than one? How natural and ethical appeals influence consumer preferences for clean meat

Clean meat shows great potential as an alternative to conventional meat and may help to mitigate sustainability problems stemming from the meat industry. However, this novel method of producing meat is currently being met by consumer hesitancy due to perceptions of unnaturalness and feelings of disgust. While prior research has shown that appeal positioning based on naturalness and ethicality, for example, may enhance the acceptance of clean meat, these findings are limited because prior research has only examined different appeals in isolation, and no research has explored the psychological mechanism underlying the effect of these appeals. To the best of our knowledge, this is the first study to examine how a joint appeal based on both natural and ethical aspects of clean meat is more effective in enhancing consumer preference. Specifically, two experiments were conducted among participants from the US (n = 302) and the UK (n = 303) to examine whether a joint appeal is more effective than a single appeal focusing on either naturalness or ethicality, and no appeal. Extending the current literature, our findings show that the joint appeal increases the effectiveness of the communication, with participants in this condition showing a significantly higher preference toward the product when compared to those in the single-appeal or no-appeal conditions. The results also demonstrate that disgust and compassion underlie the effect of the joint appeal on consumer preference. Taken together, the current research provides insights to enhance the effectiveness of marketing interventions in promoting consumer preference for and acceptance of clean meat.     

Unavailability and Mispricing: Are Discount Stores Also Offenders?

This research examined the availability and pricing policies of discount department stores for advertised products, thereby enlarging the scope of previous research on availability and mispricing of advertised supermarket products. The study findings suggest that unavailability is not a serious problem in discount department stores but that overpricing of advertised items may occur frequently.     

Arguments for and against financial literacy education: where to go from here?

Currently, everyone is brandishing financial literacy education as the answer to the global personal financial crisis. However, there are a few advocates against financial literacy education. There is contention whether financial literacy education actually leads to effective financial behaviours. The purpose of this theoretical article is to state the various arguments for and against financial literacy education and suggest possible guidelines for interventions by governments and institutions in an effort to increase financial well‐being. There are no easy answers to this complex problem and financial illiteracy should not be presented as the sole culprit. Basic financial literacy education is needed to manage day‐to‐day finances; however, specialist areas such as investments and retirement planning should be left to professionals. It is suggested that financial literacy education should focus not only on cognitive factors but also on non‐cognitive and affective factors that might override rational decision making.     

Open innovation: Are absorptive and desorptive capabilities complementary?

While recent studies in open innovation emphasize the synergies between in-bound and out-bound knowledge flow, empirical results are inconsistent. In this study, we argue that in order to engage simultaneously in both “buying” and “selling” activities, firms need to develop specific capabilities to manage knowledge inflows and outflows, e.g., absorptive and desorptive capacities. We build on key aspects of open innovation and knowledge management literature, arguing that absorptive and desorptive capacity are complementary rather than substitute, and engaging simultaneously in both activities should allow firms to develop their financial performance. We test our model using a sample of 541 New Zealand firms that are deeply involved in international collaborations and find empirical evidence that absorptive and desorptive capacity are not independent and the balanced development of these capabilities has higher impacts on firm’s performance. Further, our findings indicate that technology licensing capability is not a stand-alone task, and its interplay with absorptive capacity plays a key role in the development of a firm’s performance.     

Successful Psychopaths: Are They Unethical Decision-Makers and Why?

Successful psychopaths, defined as individuals in the general population who nevertheless possess some degree of psychopathic traits, are receiving increasing amounts of empirical attention. To date, little is known about such individuals, specifically with regard to how they respond to ethical dilemmas in business contexts. This study investigated this relationship, proposing a mediated model in which the positive relationship between psychopathy and unethical decision-making is explained through the process of moral disengagement, defined as a cognitive orientation that facilitates unethical choice. The results of the study supported this model, and implications for theory and practice are discussed.     

Cooperation versus competition: do buyers and suppliers really see eye-to-eye?

Purchasers have used a variety of tools to help improve the performance of their suppliers’ processes and products. Results of two large-scale surveys that compare buyer and supplier perceptions of a common customer firm's supplier development and its supply base's adoption of total quality management are reported here. One customer, known for its cooperative (partnership-like) approach to supplier relations, is contrasted with another firm that uses supplier switching to meet its procurement needs. Analysis of the survey data indicates that buyers and suppliers have a better “shared understanding” (smaller satisfaction gap) within the “competitive” relationship than within the “cooperative” relationship.