The effects of eWOM volume and valence on product sales – an empirical examination of the movie industry

The present research examines how quantitative and qualitative aspects – volume and valence – of eWOM on various social media platforms in the movie industry, along with other forms of marketing communications (e.g. advertising expenditure), predict box office and DVD sales for pre- and post-periods of movie releases. The analysis of aggregated big data from multiple sources – 65,665,859 social media postings from blogs, forums, news, and Twitter, Nielsen’s ad expenditure data, and Rotten Tomatoes ratings for 170 movies—revealed that the explanatory power of the model for box office revenue and DVD sales mostly comes from the volume, rather than valence, of eWOM.     

Predictors and effects of retail brand equity – A cross-sectoral analysis

Although retailers increasingly seek to position themselves as strong, attractive, and unique brands, little is known about differences in retail branding among different retail sectors. This study analyzes the importance of perceived retail attributes for consumer-based retail brand equity (RBE), particularly the varying roles of these attributes in important retail sectors, and the effects of RBE on intentional loyalty. The authors examine empirical data on 2112 consumer evaluations of retail firms in the grocery, fashion, electronics, and DIY sectors and apply multi-group structural equation modeling. The results indicate that the importance of retail attributes for RBE varies among the different sectors, but a strong and stable link between RBE and consumers' intentional loyalty is evident across retail sectors. The sector-specific and cross-sectoral observations in this study provide managers with specific knowledge on the main levers of RBE in different retail contexts.     

Choosing the right message for the right cause in social cause advertising: type of social cause message,perceived company–cause fit and the persuasiveness of communication

This study introduces two different types of communication strategies in social cause advertising: a partake-in-our-cause message attempts to engage audiences to take part in a social cause, whereas a promotional social cause message simply conveys information on what a company does for the social cause. The results of two experiments showed that the type of social cause message and the company–cause fit interacted to influence the perceptual and behavioral intention variables related to the company sponsoring the social cause. The partake-in-our-cause message led to more favourable perceptions and stronger behavioral intentions about the company when the company–cause fit was low, rather than high, and such a relationship was partly mediated by the perceived corporate self-serving motive and shared support for the social cause. In contrast, the promotional social cause message appeared to be more persuasive when the company–cause fit was high, rather than low, due in part to the enhanced processing fluency. These findings suggest different psychological mechanisms for each type of social cause message. Implications of the findings and future research directions are discussed.     

A double-edged sword? The moderating effects of control on firm capabilities and institutional distance in explaining foreign affiliate performance

By drawing from the internalisation and institutional theories, as well as the organisational capability perspective, the paper analyses the moderating effects of parent control over foreign affiliates in relation to firm capabilities and institutional distance and their performance effects. These relationships are explored in the context of new MNEs from Poland as a mid-range emerging economy, for which ownership choices constitute critical decisions given their early stage of internationalisation. Our findings show that while firm capabilities drive foreign affiliate performance, the increase of parent control limits this beneficial effect, suggesting the potential occurrence of organisational inertia and reduction of learning in foreign markets. On the contrary, we also find partial evidence that the increase of parent control reduces the negative effect of institutional distance computed based on the Mahalanobis formula. Accordingly, the study suggests a certain ambiguity of parent control in affecting affiliate performance.     

Conclusion: Korean business and management – the end of the model?

Recent financial crisis has raised questions about the underpinnings and longevity of economic success in Asia, and has reminded us to be sceptical of pundits and the eponymous populist predictions relating to the region. Several perspectives can guide the analysis and evaluation of industrialization, from ‘state’ versus ‘market’, ‘internal’ versus ‘external’, and ‘macro’ versus ‘micro’. Companies in Korea as ‘latecomers’ have pursued ‘catch-up’ strategies. However, Korean corporate capabilities reside in a restricted number of industries, firms and functions (production), and are poor elsewhere, such as in marketing, technology (design and development) and organization, and small and medium-sized enterprises. Furthermore, many factors regarded once as sources of Korea's success are now seen as weaknesses. The future challenges facing Korea include its dirigiste economy, organizational structures and governance, financial transparency and labour market flexibility. While there are undoubted problems, its urgent tasks are not insurmountable.     

Technology,labour and the rise of a financial newspaper – the early years of Dagens Industri

The financial newspaper, Dagens Industri, published by the Swedish media conglomerate the Bonnier Group, was not only the first successful financial newspaper in Sweden but also one of few newspapers that managed to internationalise. In this paper, it is argued that the survival and success of Dagens Industri could be attributed to the production model that the paper was made to adopt in order to cope with the special technological and labour market-related circumstances that were present at the time of its creation. This includes the outsourcing of composition and printing, something that allowed the paper to stay out of the labour conflicts that rocked the media industry at the time. It is also shown that, because of the differences in the structure of the labour movement, the challenges met, and the solutions used by the Bonnier Group, differed significantly from those of American newspaper companies.     

Still Silent – Political Market Segmentation and the Case of Ethnic Women

This paper considers not only the nature of segmentation, but in particular political segmentation. It suggests that currently political parties utilise a simplistic type of segmentation and that they need to be more aware of the complexities of the electorate. In particular, the political parties need to be aware of the preferences of those who make up 52% of the population – women. The literature on attracting women voters is explored indicating that women have different perceptions of politics and politicians. To illustrate the point a discussion group with black and Asian women is presented. The campaigns and the results of the 2005 election are also explored to further illustrate the point. The paper concludes that the issues of importance to politicians are not in line with the aspirations and requirements of the female voters.     

No Space – New Blood and the Production of Brand Culture Colonies

This paper explores implications for marketing education curricula of developments in marketing practice. Research from a variety of sources is drawn together and suggests that many marketing graduates are not being well equipped for 'the new marketing'. Marketing curricula should be reconsidered with respect to the nature of the learning outcomes, skills and knowledge that are required by graduates. Specifically, a range of marketing research and information issues are raised, together with implications of the new marketing metrics and the nature of marketing's wider role (via alliances and partnerships) in Knowledge Management strategies. This is furthered by the need to revisit the marketing concept itself in terms of its wider social responsibilities.     

Sad but smiling? How the combination of happy victim images and sad message appeals increase prosocial behavior

Marketing Letters - The present research examines how a combination of a happy (vs. sad) victim image and a strong sad message appeal can promote prosocial behavior. The underlying reason is that...     

For one or many? Tie strength and the impact of broadcasted vs. narrowcasted advice

Consumers’ and marketers’ growing reliance on digital and social media has significantly influenced the nature of communications. Importantly, new communication mediums have made it easier for communicators to provide recommendations to a single individual (i.e., a one-to-one communication known as narrowcasting) as well as to large numbers of individuals (i.e., a one-to-many communication known as broadcasting). The current research assesses the impact of advice scope (either narrowcasted or broadcasted advice) on consumers’ likelihood of taking advice. Across two experiments, we demonstrate that the acceptance of broadcasted or narrowcasted advice is dependent upon tie strength between the advisor and the advisee. Furthermore, we highlight the role of psychological reactance in consumers’ response to narrowcasted and broadcasted advice. Our results extend prior research on consumer advice utilization and identify situations where broadcasted advice may be more persuasive than narrowcasted advice.     

Too many cooks spoil the broth? Number of promotional gifts and impact on consumer choice

As an alternative to traditional free-gift promotions where consumers have little say over which gift item they receive, retailers are increasingly offering consumers an option to choose from a menu of free-gift items (e.g., buy a washing machine and pick a steam iron or a vacuum cleaner for free). However, little is known about what drives consumers' perceptions of value associated with a menu of free-gift items. Using data from a unique retail-promotion setting and controlled-lab studies, we show that the perceived attractiveness of free-gifts follows an inverted U-shape (or plateauing-shape) as the ‘menu-size’ increases. We also highlight the interplay of resource (time and money) constraints experienced by consumers and menu-size on the proposed effects. Our findings not only help retailers better design free-gift promotions but also contribute to the academic conversations in the domain of promotional-gifts by exploring the downstream consequences of offering choices in a promotional-gift context.     

Investigating the direct and indirect effects of corporate hypocrisy and perceived corporate reputation on consumers’ attitudes toward the company

Consumers are placing increasing importance on the social responsibility of firms when making purchase decisions. Nonetheless, corporate irresponsibility has become more prevalent in the corporate world. Through corporate social responsibility (CSR), companies can showcase their virtues and appear as good citizens while ignoring many internal standards. Hence, the primary purpose of this study was to explore the impact of corporate hypocrisy on CSR belief, corporate reputation, and consumers’ attitudes toward a company that may have a bad reputation. Second, we investigated the mediating effect of CSR belief and perceived corporate reputation on the relationships between corporate hypocrisy and consumers’ attitudes toward the company. We asked a sample of respondents in Australia (n =518) to respond to a real CSR campaign launched by a beer company. The results showed that CSR belief mediates the relationship between corporate hypocrisy and consumers’ attitudes toward the company. The results indicated a perception that companies may use CSR to try to shift the blame from producers to users. The results of this study provide guidelines for managers, social marketers, and public policy makers on how to create and evaluate companies’ CSR campaigns. The results of this study contribute to the debate on how consumers respond to various CSR campaigns as well as the intended or unintended consequences of CSR in directing consumers’ attention away from the negative impacts businesses have on society.     

Portugal： Extra Time is Always the Best Part of the Game

Portugal's location as the most westerly part of continental Europe, surrounded on two sides by the Atlantic has had a decisive impact on Portuguese history and culture. In 1415 Portugal embarked on maritime exploration which brought a diverse international influence to its culture. This contact with other nations has had a far-reaching impact on the Portuguese identity, particularly on the hospitable nature of the people. Allied with this universal outlook.     

A reply to the comment of Franke and Andrews on ‘The economics of tobacco advertising: spending,demand and the effects of bans’

In this paper, the authors respond to comments made by Franke and Andrews on their earlier paper, published in issue 22(1) of the International Journal of Advertising.     

Business Ethics and the Well-Being of Nations – Is There a Connection?

The aim of this paper is to examine whether and how business ethics is connected with the well-being of a nation. There has been active research in the well-being of nations across the globe in the last two decades, resulting in substantial theoretical progress and a wealth of empirical data on the well-beings of different nations across the globe. Dissatisfied with the conventional measures such as the GDP, well-being researchers have been developing alternative measures that can better capture the true nature of the well-being of a country. The paper begins by examining why the GDP is inadequate as a good measure of the well-being of a country. Major alternative proposals on well-being or similar measures are summarized. Objective well-being of a nation refers to the conditions of well-being of a country. Subjective well-being of a nation is the perceptions of its citizens with regard to their satisfaction with the major conditions of living in that nation. The paper presents two central arguments leading to the conclusion that business ethics is an integral part of the well-being of a country. The first argument utilizes the concept of workplace well-being to establish the linkage. The second argument uses evidence from a recent survey of the perceptions of Taiwanese people on business ethics in relation to the well-being of a nation. The paper also reveals that common values tie the two together at a deeper level.     

Examining the influence of cultural and ethical ideology on consumers’ perceptions about the ethics of online retailers and its effects on their loyalty

The main purpose of this study was to develop and empirically test an integrated model that examines the antecedents and outcomes of consumers perceptions regarding online retailing ethics. A quantitative approach was utilised and the data were collected from 797 consumers. We used AMOS 22.0 for assessing the associations between the latent variables. The results of the analyses revealed that uncertainty avoidance and power distance are a key driver of idealism, while masculinity and individualism are a key predictor of egoism. Idealism was negatively related to consumers perceptions about e-retailing ethics, while egoism had a positive effect. Finally, customers perceptions about e-retailing ethics was positively related to customers loyalty. Implications for practitioners and academics were discussed.     

The role of national institutions in the effects of consumers’ perceived customer orientation and firm innovativeness

Many multinational corporations force global customer orientation and firm innovativeness. However, little is known about how or why they benefit from perceived customer orientation and firm innovativeness in one country but not in another. The authors fill this gap by referring to information processing and institutional theories. They contribute to research by analyzing the roles of country development and dimensions of national culture in the direct and indirect effects of perceived customer orientation through firm innovativeness on consumer product purchase intention across 53 countries. The results of multilevel structural equation modeling show different explained variances of the institutions and varying moderations for the differently strong effects of perceived customer orientation and firm innovativeness. Institutional theory strongly complements behavioral theorizing. The findings have direct implications for managers interested in understanding how perceived customer orientation and firm innovativeness interact and attract consumers in different country contexts.     

Came and gone? A longitudinal study of the effects of COVID-19 on tourism purchasing intentions

The study is based on a multi-year research conducted in three successive years (2019; 2020; 2021). Drawing from three samples (N = 507; 463; 488) it longitudinally examines the complexity and the derived chaordic systems of the impact of COVID-19 upon the purchasing intentions of adult Athenian holidaymakers by using fuzzy-set Qualitative Comparative Analysis. In doing so, it evaluates the simple conditions of impact of recession, destination selection, and price and quality risks, also progressing to a complementary examination through Necessary Condition Analysis. The findings generate three pathways (price-quality nexus; financial focus; destination orientation) leading to the same outcome (purchasing intentions), the hierarchy of which changed over time. They also highlight the impact of recession and quality risks as constant necessary conditions, and demonstrate the transformation over time of destination selection and price risks from influential to necessary. The contribution of the study lies in both the theoretical and methodological domains.