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.     

Celebrity versus Company President as Endorsers of High Risk Products for Elderly Consumers

Abstract

This study examines the effectiveness of a celebrity endorser vs. a company president as an endorser for a high financial/performance risk product, supplemental health insurance, with a sample of 280 senior citizens (65+) drawn from six geographically dispersed markets. The results show significant differences between a celebrity and a company spokesperson in initial interest in the product and likelihood of seeking additional information but no differences in belief of claim or likelihood of enrolling in the insurance program.     

Ethnic influences on attractiveness and trustworthiness perceptions of celebrity endorsers

This research examines how the commonality or difference in ethnicity between consumer and celebrity endorser affects the attractiveness and trustworthiness consumers ascribe to recognizable brand spokespersons. Three studies reveal two potential routes through which such effects arise. When the message was limited to simple endorser identification or when priming focused the consumer’s processing on his or her own felt ethnicity, common ethnicity facilitated favourable perceptions across both attractiveness and trustworthiness. In a more complete ad-processing environment, without specific priming of the consumer’s personal ethnic identification, more complex and variable attractiveness and trustworthiness judgments arose.     

中国上市公司股权转让市场效应的实证研究

本文研究了中国产权改革背景下控制权市场是否有效的问题。根据2003-2004年深沪A股上市公司的214起大宗股权转让记录,本文采用事项研究法研究了股权转让对公司市场价值的影响,并进一步考察了累积非正常回报率的影响因素。本文研究发现(1)股票市场对大宗股权转让的市场反应显著为正。平均而言,股票价格在转让公告前20个交易日开始上涨至公告后一个交易日,累积非正常回报率约为1.15%;(2)转让的价格越高,向市场传达积极的信号,市场反应越好;(3)控制权转让的公司比那些不转让控制权的公司有着更好的反应。     

Reverse Transfer Effect of Celebrity-Product Congruence on the Celebrity's Perceived Credibility

In contrast with traditional celebrity endorsement research, this study examines the effect of celebrity advertisement on the celebrity himself/herself, that is, a reverse transfer effect, in terms of the celebrity's perceived attractiveness, trustworthiness, and expertise. Online questionnaires were conducted for sport and film celebrities using an identical 2 (Korean vs. non-Korean) X 3 (very congruent, moderately incongruent, very incongruent) design. The results show that a celebrity's perceived expertise, trustworthiness, and attractiveness were significantly decreased when the celebrity-product congruence was low, whereas no significant effects were found when the congruence level was high. Theoretical and managerial implications as well as directions for future research are discussed.     

Asymmetric Post-Announcement Drift to Good and Bad News: Evidence from Voluntary Trading Disclosures in the Chinese Stock Market

This article investigates the post-announcement drift (PAD) of stock returns in the Chinese stock market. We use a sample of voluntary trading disclosures to test the hypothesis that an asymmetric PAD exists in a market in which managers are more likely to suppress negative news. We show that a pattern of short-term momentum and long-term reversal in returns persists for up to 250 trading days following the announcement of trading statements in the Chinese stock market. This finding is stronger for positive announcements in terms of the magnitude and the variance of stock returns. Our findings are in line with both Shin’s theoretical predictions and the credibility hypothesis, in which disclosure and asset returns are jointly determined and the adoption of a “sanitisation strategy” in information disclosure generates more volatile returns for firms issuing good news. Further, we show that the latter effect is more pronounced for firms which are partially state-owned, suggesting that they potentially receive more government support, a finding which is in line with the hypothesis that the incentive to suppress negative information is related to a country’s legal/judicial system.     

如何从源头上做好农产品质量安全工作

现阶段,我国农产品质量安全问题日趋严重,导致农产品质量安全问题的原因贯穿整个产业链,鉴于源头污染造成的不可逆性改善,其危害重大,顾从源头开始杜绝农产品质量安全问题的产生值得重视,从上游做好农产品质量安全工作,不仅保证了农产品产出的安全,也对中下游起到带头作用,对规划农产品市场具有积极作用。     

How the Change of CEO Affects Chilean Companies' Stock Returns

ABSTRACT

This article uses the event study methodology to analyze the effects on Chilean companies' stock returns caused by the change of CEO. We find that when the change occurs after a period of poor performance, it is associated to significant positive abnormal stock returns. In certain cases, the abnormal returns accumulate to 6% over the seven-day period following the announcement. The study also shows that the observed abnormal returns have increased since the market regulating agency obligated companies to communicate changes in top management within three days of their ocurrence.

RESUMEN. Este artículo emplea la metodología de estudio del evento para analizar los efectos que un cambio de CEO provoca en los retornos de las acciones de las empresas chilenas. Descubrimos que cuando el cambio ocurre después de un período de pobre desempeño, el mismo está asociado a importantes retornos positivos anormales sobre las acciones. En algunos casos, los retornos anormales se acumulan en un 6% a lo largo de un período de siete días después del anuncio. El estudio también muestra que los retornos anormales observados han aumentado considerablemente, desde que la agencia reguladora del mercado obligó a las empresas a comunicar los cambios que efectuaban en su alta esfera ejecutiva dentro de los tres días de ocurrida.

RESUMO. Este artigo usa a metodologia de estudo de eventos para analisar os efeitos sobre os retornos de açóes de empresas chilenas causados pela mudança de CEO. Constatamos que, quando ocorre após um período de desempenho fraco, a mudança é associada a retornos de açóes anormais positivos significativos. Em certos casos, os retornos anormais acumulados chegam a 6% no período de sete dias após o anúncio. O estudo também mostra que os retornos anormais observados aumentaram depois que as agências reguladoras do mercado obrigaram as empresas a comunicarem mudanças na alta administraçáo até três dias após sua ocorrência.     

Why Financial Executives Do Bad Things: The Effects of the Slippery Slope and Tone at the Top on Misreporting Behavior

Journal of Business Ethics - While there is an extensive body of literature about the impact of sharing physical space on ethical consumption, and a growing body of literature that addresses the...     

Trade liberalization,free trade agreements,and the value of firms: Stock market evidence from Singapore

We examine the effects of the United States–Singapore Free Trade Agreement (FTA) on the value of firms listed in the Singapore Exchange using event study analysis. Despite the predictability of the FTA negotiations, we find that one event – the removal of the last obstacle to the free trade deal in January 2003 – increases the value of firms in some industries by 1–11% on average. These results indicate that trade liberalization and FTAs do increase the value of firms.     

中国上市公司管理层收购的股价反应——与投资者市场行为理性的对照检验

本文采用标准事件研究法来考察管理层收购(MBO)在中国证券市场的股价反应。与在国外给公众股东带来巨大溢价形成对比的是,MBO在中国没有给流通股东带来收益,市场对MBO公告没有做出任何显著反应。进一步对中国投资者是否具有理性进行检验和比较后发现投资者是理性的,MBO在中国既不属于“利好”,也不属于“利空”,且似乎有市场操纵嫌疑,必须进一步规范。     

Investigating the Advertising Antecedents to and Consequences of Brand Experience

Brand experience may contribute more to promotional efficacy than concepts such as brand personality/associations/equity/value/attitudes. Yet, little is known about whether managed advertising efforts might evoke more desirable brand experiences and promotional outcomes as a consequence of consumers’ brand experiences. This study examines antecedents and consequences that may be associated with brand experiences. Attitude toward brand name, connectedness to celebrity endorser, message fit, and visual imaging were investigated as antecedents. Brand attitude and brand distinctiveness were examined as consequences. The resulting insights add managerial rigor to advertising processes that currently are often managed more by gut than by reason.     

金融因素对我国农产品价格波动的影响研究

随着农产品市场化程度的不断提高,我国农产品价格波动受到金融因素的影响日益显著。利用Newey-West一致协方差估计法分别对稻谷、大豆、棉花和生猪的需求因素进行实证分析的结果表明:从总体上看,由于不同农产品的市场化程度具有差异性,金融因素对我国农产品价格的具体品种影响程度并不一致,其中人口数量对四类主要农产品具有显著影响,而经济的较快发展对整体农产品影响显著;金融变量总体上会对农产品价格产生不同程度影响;对于其他因素,包括居民的消费水平、农业国际直接投资等对农产品价格影响不显著。     

The Attitudes of Middle Class Male and Female Consumers Regarding the Effectiveness of Celebrity Endorsers

Abstract

This study analyzes consumer perceptions regarding the effectiveness of celebrity endorsers in relation to the AIDA framework and the match-up hypothesis. Findings indicate that celebrity endorsers influence both men and women, but men were influenced to a greater degree than women. The main AIDA influence is the celebrity endorser's ability to get and hold attention. Celebrity endorsers also appear to help products stand out from the competition, and make ads more memorable, as well as enhancing brand awareness, particularly for desired products. Indications are that the most important celebrity source characteristic is expertise, which apparently can overcome certain celebrity character flaws, such as the lack of trustworthiness and likeability.     

The effects of schema congruity on consumer response to celebrity advertising

The trend of celebrity-branded products is on the rise, creating a new domain in which to explore the match-up hypothesis. Moving beyond the celebrity as an endorser, but rather, a brand promoting a brand extension, this article examines how perceived congruence between a celebrity's image and the brand image of products they have developed is related to attitudinal and behavioral measures of advertising effectiveness. Employing a 2 × 3 full factorial design, congruence between the celebrity's image and the brand's image was varied (less vs. more congruent), along with the use of the celebrity's image (present, absent, non-celebrity models) to determine how schema congruity influences consumer's response to celebrity advertising. The results of a multivariate analysis of covariance analysis indicating lower levels of congruence between the celebrity's image and the brand's image led to greater advertising effectiveness compared to higher levels of congruence. Specifically, the means of the attitudinal dependent variables in the less congruent condition were significantly higher than the means in the more congruent condition. These effects were more pronounced when a celebrity's image was featured in the advertisement compared to when it was not featured. The implication of the findings suggests that moderate violations in the consumer's celebrity schema may improve advertising effectiveness.     

Measuring the impact of brand-celebrity personality congruence on purchase intention

The present study aims to understand the impact of congruence between brand and celebrity personality on consumers attitude and purchase intentions. The data were collected from 382 business school students in India. Drawing from the theoretical frameworks of Attribution theory, Attitude theory, User imagery, Elaboration Likelihood Model, and match-up hypothesis, results reveals that congruence between celebrity and brand personality positively impacts the brand recall, brand associations, and reinforces the brand personality. Which favorably and significantly impacted attitude toward the advertisement and brand. Attitude toward brand has positively impacted purchase intention. ‘Brand personality self-image congruence’ and ‘involvement level with the brand’ were found to moderate the impact of brand association and brand personality reinforcement on attitude toward advertisements and brand. The paper provides practical implications for the advertisement agencies and media managers.     

The Global Financial Crisis and Stock Market Reaction to Bank Loan Announcements

This study investigates how equity investors react to bank loan announcements in China using an event study methodology. By estimating the average Cumulative Abnormal Returns (CARs) over the event period and controlling for the impact of other factors such as borrower, lender and loan characteristics, we find that the overall reaction is negative. However, the results for the two sub-sample periods are different. After the onset of the Global Financial Crisis, the average CARs are no longer statistically different from zero, indicating higher lending standards and improvement in the quality of credit analysis of Chinese banks.     

The Launching of Transactional Web Sites: Market Response to Announcements by Incumbent B2C Companies

Stock market responses to announcements of transactional Web site launches by business-to-consumer retail outlets are examined. In general, announcements by retail firms yielded positive average abnormal returns (AAR). More specifically, announcements by catalog firms yielded higher AAR than announcements by physical (brick-and-mortar) retail firms. Announcement of portal tenancy also leads to higher AAR for the subsample of firms making such announcements. Responses to announcements of plans to launch transactional Web sites are also explored. The implications of the results for multiple theoretical perspectives are discussed.     

Some Bad News Is Good News for Foreign Investors: The Case of Intellectual Property Rights Infringement in China

Despite China's attractiveness to foreign investors, intellectual property rights (IPR) protection in China has not caught up with international standards. This research aims to quantify the relationships between IPR violations, government effectiveness, and foreign direct investment (FDI) inflows in the context of China. Our econometric modeling and estimation based on provincial level data over 2002‐2012 show that in an early development stage of law and regulatory enforcement, the bad news of a rising number of IPR dispute cases signals the good news of an improvement in law and regulatory enforcement, which encourages IPR owners to raise legal cases. By contrast, in the later development stage, when law and regulatory enforcement has become much more effective, the bad news of a rising number of IPR disputes manifests itself as very bad news. Furthermore, this study confirms that FDI inflows enhance IPR protection through improving government effectiveness, and government effectiveness is one of the key factors promoting FDIs. © 2016 Wiley Periodicals, Inc.     

Bad Measures Don’t Make Good Medicine: The Ethical Implications of Unreliable and Invalid Physician Performance Measures

Drawing on the performance appraisal and medical literatures, we examine representative ethical issues involved in current appraisal practices of individual physicians: the use of invalid and unreliable measures; organizational goals conflicting with patient health goals; using individual measures for what are group performance results; making individual attributions for what are systemic causes (and results); and using clinical feedback for organizational purposes. Suggestions for developing more ethical performance appraisals include reflecting upon the multiple purposes and means of appraisals, and the limitations of current practices. Greater understanding of the effects of current appraisal practices on physicians can help minimize its potentially adverse consequences on the delivery of quality healthcare.