The effectiveness of publicity versus advertising: a meta-analytic investigation of its moderators

This study provides an answer to the question whether and under which conditions publicity is more or less effective than advertising. Advertising refers to paid communication that identifies the message sponsor, whereas publicity is communication that secures editorial space in media for promotion purposes and does not have an identifiable sponsor. The primary advantage of advertising over publicity is the sponsor’s control over message content; its disadvantages are audience skepticism and lack of credibility. We investigate this trade-off between credibility effects and effects of recipients’ processing and evaluation of message content. Results of a meta-analytic structural equation model show that the positive credibility effect of publicity is on average about three times as strong as the information evaluation effect, supporting the overall superiority of publicity over advertising. This effect, however, is moderated by prior knowledge and only holds for products about which recipients lack prior knowledge. The effects change for known products when advertising becomes superior. The effectiveness of publicity depends on further moderating variables. In particular, academic studies tend to underestimate the true effects of publicity over advertising due to experimental manipulations. Campaigns that combine publicity and advertising weaken the effects of publicity, whereas advertorials (i.e., advertisements disguised as editorial material) are more effective, since they combine the advantages of both publicity and advertising. The results have theoretical and practical implications.     

Implementing a customer relationship strategy: The asymmetric impact of poor versus excellent execution

The benefits of developing customer relationships are well established. However, a well-intentioned relationship marketing strategy may fail because of poor implementation. In this study, the authors look at the effects of implementing a customer relationship strategy. Specifically, they examine the implementation of a personal-banker strategy as a means to developing customer relationships in the retail banking industry. The authors show that an “excellent” personal banker can increase overall customer satisfaction and loyalty compared to customers who do not have a personal banker. However, a poorly performing personal banker can result in lower overall customer satisfaction and loyalty than if no personal banker had been available. Moreover, the effects seem to be asymmetric, with the negative effects of a poor relationship strategy exceeding the positive benefits ofan “excellent” strategy. Mark R. Colgate is a senior lecturer in services marketing at the School of Business and Economics, University of Auckland, New Zealand. His research focuses on customer inertia, relationship marketing, and the interface between information technology and marketing. His research has been published in theEuropean Journal of Marketing, theInternational Journal of Service Industry Management, andThe Service Industries Journal and other services journals. Peter J. Danaher is a professor in the Department of Marketing Department at the University of Auckland, New Zealand. He has a Ph.D. in statistics from Florida State University and an M.S. in statistics from Purdue. His primary research interests are media exposure distributions, advertising effectiveness, customer satisfaction measurement, forecasting and sample surveys, resulting in many publications in journals such as theJournal of Marketing Research, theJournal of Advertising Research, theJournal of the American Statistical Association, theJournal of Retailing, theJournal of Business and Economic Statistics, and theAmerican Statistician. He has consulted extensively with Telecom, Optus Communications, Unilever, ACNielsen, and other market research companies.     

The quality and effectiveness of marketing strategy: Effects of functional and dysfunctional conflict in intraorganizational relationships

By examining only dysfunctional conflict and ignoring functional conflict, empirical research in marketing has presented only part of the story. This research offers the first systematic look at the antecedents and consequences of both functionaland dysfunctional conflict in intraorganiational relationships. The authors develop and empirically test a causal model for key organizational antecedents of new product strategy quality and market performance. They find that dysfunctional conflict in the decision-making process has deleterious consequences for quality of strategy and market performance, whereas functional conflict improves both quality of strategy and performance. Specifically, organizational design characteristics such as formalization, interdepartmental interconnectedness, low communication barriers, and team spirit improve new product performance by enhancing functional conflict, whereas centralization and high communication barriers lower new product performance by increasing dysfunctional conflict. A post hoc test for common method bias or variance suggests that bias or variance alone cannot explain these findings. His general research interests focus on strategic issues relating to internal relationships, market learning, and organizational context of marketing strategy. His research has been published in theJournal of Marketing, Journal of Business Research, Journal of Advertising Research, Journal of Advertising, andJournal of Services Marketing, among others. His general research interests focus on strategic issues relating to relationship marketing, firm performance, sustainable competitive advantage, timing of market entry, and information technology. His past research has been published in theJournal of Marketing, Journal of Business Research, Journal of Services Marketing, andMarketing Education Review, among others. His research interests are in the areas of marketing research methods, structural equations modeling, cellular automata theories and methods, and Taoist methodologies for marketing strategy. His research has been published in theJournal of Marketing, Journal of Marketing Research, andJournal of the Academy of Marketing Science, among others.     

竞争思维下的财务管理及其战略选择

本文从一个新的视角论述了竞争环境下财务管理的目标、目的和战略;财务管理的战略选择包括:以差异化战略聚集企业核心能力、以价值链网络获取竞争优势、以信息链沟通企业的各项管理.     

The effectiveness of celebrity endorsements: a meta-analysis

Celebrities frequently endorse products, brands, political candidates, or health campaigns. We investigated the effectiveness of such endorsements by meta-analyzing 46 studies published until April 2016 involving 10,357 participants. Applying multilevel meta-analysis, we analyzed celebrity endorsements in the context of for-profit and non-profit marketing. Findings revealed strong positive and negative effects when theoretically relevant moderators were included in the analysis. The most positive attitudinal effect appeared for male actors who match well with an implicitly endorsed object (d = .90). The most negative effect was found for female models not matching well with an explicitly endorsed object (d = ?.96). Furthermore, celebrity endorsements performed worse compared to endorsements of quality seals, awards, or endorser brands. No publication bias was detected. The study has theoretical and practical implications, and provides an agenda for future research.     

A note on the effectiveness of written versus aural two-sided messages in attitude change

This research sought to determine the difference between the persuasive power of a written two-sided message and an aural two-sided message. Attitudes toward picture phone shopping were measured before and after a persuasive two-sided message about picture phone shopping was given to two student groups. One group was given the message to read while the other listened to the message on tape. The nonparamentic Mann-Whitney U test was used to determine the significance of the difference between the attitude change produced by the written message versus the aural message. The effectiveness of the aural medium was superior to that of the written medium.     

农民工养老保险转移接续困境归因及对策建议

农民工养老保险关系转移接续是农民工养老险制度建设的重要组成部分。近些年来中国养老保险制度改革取得重大进展,但由于缺乏统一的农民工养老保险关系转移接续的法律法规、现行的社会养老保险制度不完善、农民工自身和企业的原因,现阶段中国农民工养老保险关系转移接续存在困难。文章从现有研究成果出发,提出了实现农民工养老保险关系顺利转移接续的对策,即做实个人账户,实行个人账户和社会统筹资金双转移,加快统筹城乡社会养老保险制度的步伐,实行强制性参保,改革相关制度,加大宣传力度等对策以及农民工养老保险制度的路径选择。     

Influencing consumers’ selection of domestic versus imported products: Implications for marketing based on a model of helping behavior

Recent marketing campaigns have urged American consumers to “Buy American.” Marketers can improve the success of their campaigns if they understand the network of influences that lead American consumers to help threatened domestic workers. Consumers’ cooperation in purchasing domestic products may be viewed as a form of help for American workers whose jobs are threatened by the success of imported products. This study presents a model designed to explain consumers’ willingness to help these workers. Survey data were subjected to structural equation analysis to test the model. Results confirmed willingness to help is influenced by the salience of the problem, identification with the workers, inequity of the situation, felt similarity with the workers, empathy with the workers, and the costs of helping. These findings suggest ways to market the Buy American theme. She received her Ph.D. from the University of Utah. Her research interests include international marketing and channels of distribution. Her work has appeared in theJournal of Business Research, Journal of Advertising, Journal of Retailing, and other marketing journals. He received his Ph.D. from the University of Illinois. His research interests include the fitness market, consumer logistics, helping behavior, and marketing channels. His research findings have been reported in theJournal of the Academy of Marketing Science and in various other business and social science journals and proceedings. He received his Ph.D. from the University of Houston. Dr. Biswas’s work has been published in theJournal of Marketing, Journal of the Academy of Marketing Science, Journal of Macromarketing, Journal of Business Research, Journal of Advertising, Journal of Consumer Affairs, Psychology and Marketing, andJournalism Quarterly, as well as other refereed journals.     

公益创业的意义、困境及其发展思路

公益创业有别于传统创业理念,是社会价值创造的一种新范式。改革成果为公益创业的发展提供资金、技术、经验等支撑,但公益创业在中国还有很远的路要走,还有很多难点制约着公益创业的发展。客观地剖析公益创业发展中公益创业教育匮乏、政府的保障与护航力度薄弱、企业的支持与参与性意识不强、社会舆论氛围的消极性等难点,为探索公益创业发展路径提供针对性探讨。     

关于税务培训整体战略的探讨

确立培训教育是“第三主体”的观念;实施“以点带面”的战略要点;把培训做为“精确打击”的主要手段;对一线岗位实施“精确跟踪”;对税务工作新特点实施“精确标定”;发挥科研、调研的整体优势;培训出“精确打击”的作战队伍,出色完成国家赋予的历史使命。     

品牌战略与现代企业

品牌战略是企业为了提高产品竞争力而进行的围绕着企业及其产品而开展的形象塑造活动,它是企业整体发展战略的重要内容。本文着重从品牌的研究和开发、品牌名称、品牌的营销、品牌的创新以及品牌的国际化和人力资源等方面全方位地介绍了现代企业实施品牌战略的必要性,并结合国产品牌手机的现状,提出实施品牌战略的方案。     

企业本质与战略

企业是交易费用节约的产物,是科技产业化的制度产物,是人类文化积累的结晶。企业的发展包括提供产品、提供品牌、提供文化和提供战略等四个阶段。企业必须在面对饱和市场、优势市场、劣势市场和潜在市场等不同的市场时采取不同的策略,这是企业的致胜之道。     

Consumer journeys: developing consumer-based strategy

Journal of the Academy of Marketing Science -     

公民参与政策制定的作用、困境及创新

公民参与公共政策的制定能够弥补政府失灵,提高公共政策的品质,增强政策的合法性。但是,我国当前公民社会发育尚不完善,公众参与意识薄弱,参与机制短缺以及官僚制之下的“责任困境”使得政策制定中的公民参与陷入困境。为此,必须对政策制定中的公民参与制度与参与方式进行创新,以形成一种实质性而非形式上的公民参与。     

Exploring CRM effectiveness: an institutional theory perspective

This study identifies the potential contribution that institutional theory can make to understanding the success of marketing practices. Based on institutional theory, we argue that the effectiveness of marketing practices decreases when firms are motivated to adopt such practices under the influence of institutional pressures originating in firms’ environments. However, alignment between a practice and a firm’s marketing strategy may buffer against these negative effects. We apply these insights to the case of customer relationship management (CRM). CRM is considered an important way to enhance customer loyalty and firm performance, but it has also been criticized for being expensive and for not living up to expectations. Empirical data from 107 organizations confirm that, in general, adopting CRM for mimetic motives is likely to result in fewer customer insights as a result of using this practice. Our study suggests that institutional theory has much to offer to the investigation of the effectiveness of marketing practices.     

企业商标保护战略研究

企业必须重视无形资产的保护，商标是最具普遍意义的无形资产。侵犯商标权的主要形式有假冒商标、反向假冒商标、商标产品的平行进口、淡化商标等。对各种侵权行为要加强自我保护并对政府及立法机关施加必要影响，使商标领域规范而有序。     

论税收筹划的策略

税收筹划是企业为了实现收益最大化，对涉及税收的经济事项进行预先安排，在税法允许的范围内规避部分纳税义务，尽可能节约税款，获得最大的税收利益。企业税收筹划可从企业组建、投资决策、筹资方式、购置设备、生产经营等方面谋求税收筹划的策略，为投资提供决策参考。     

经济学视角下的战略联盟：一个研究综述

近年来，战略联盟的数量急剧增加。对于在全球范围内迅速发展的这一现象，现有的大量献主要集中于对战略联盟的形成作理论和实证的解释，从经济学视角出发的主要有战略管理理论、交易成本理论、资源基础论和资源依赖论等4种。每一种理论解释都具有自己的独特之处，同时也分别存在一些局限性和不足。