Gamified interactions: whether,when, and how games facilitate self–brand connections

Firms increasingly use games to interact with their customers. Yet, surprisingly little is known about whether, when, and how such “gamified” interactions engage consumers with a firm’s brand, thereby facilitating self–brand connections. Building on flow theory, we show that gamified interactions that are highly interactive and optimally challenging facilitate self–brand connections, because such games lead to emotional and cognitive brand engagement. A field study and three experiments across various product domains and game designs support our theory. We also identify conditions under which consumers do not become engaged with a brand, namely when firms restrict their decisional control either to voluntarily participate in the game (i.e., compulsory play) or to spend as much time as desired playing the game (i.e., time pressure). Our findings advance existing knowledge about the use of games in marketing and provide important implications for how marketers can harness their potential to build self–brand connections.     

Beware of Financial Repression: Lessons from History

Intereconomics - As austerity policies are unpopular with voters and high debt levels are a drag on growth, several economists, most famously Carmen Reinhart and Kenneth Rogoff, have suggested that...     

Twenty-Five Years after the Fall of the Berlin Wall: An Empirical Revisit of West German Consumers' Attitudes Toward Products and Brands from Former East Germany

More than 25 years after the German reunification, data show that products/brands from the eastern regions of Germany (“Neue Länder”) still do not have significant shares in the country's western part (“Alte Länder”). To analyze potential reasons for this phenomenon, our current study replicates a previous study that investigated selected attitudes of Alte Länder consumers toward products/brands from the Neue Länder. It is shown that factors such as consumer ethnocentrism, product judgment, willingness to buy, and economic animosity continue to influence consumer behavior and as such our study offers potential explanation for the failure of Neue Länder products/brands in the western regions of Germany.     

Time Inhomogeneous Multiple Volatility Modeling

Price variations at speculative markets exhibit positive autocorrelationand cross correlation. Due to large parameter spaces necessaryfor joint modeling of variances and covariances, multivariateparametric volatility models become easily intractable in practice.We propose an adaptive procedure that identifies periods ofsecond-order homogeneity for each moment in time. To overcomethe high dimensionality of the problem we transform the multivariateseries into a set of univariate processes. We discuss thoroughlythe implementation of the adaptive technique. Theoretical andMonte Carlo results are given. We provide two applications ofthe new method. For a bivariate exchange rate series we comparethe multivariate GARCH approach with our method and find thelatter to be more in line with the underlying assumption ofindependently distributed innovations. Analyzing a 23-dimensionalvector of asset returns we underscore the case for adaptivemodeling in high-dimensional systems.     

Relative risk aversion, relative prudence and comparative statics under uncertainty: The case of (μ, σ)‐preferences

From the expected‐utility approach, relative risk aversion being smaller than one and relative prudence being smaller than two emerge as preference restrictions that fully determine the optimal responses of decisions under uncertainty to certain shifts in probability distributions. We characterize the magnitudes of relative risk aversion and relative prudence in terms of the two‐parameter, mean‐standard deviation approach. We demonstrate that this characterization is instrumental in obtaining comparative static results in the two‐parameter setting. We further relate our findings to the results in the expected‐utility framework.     

Economic Implications of Alternative Allocation Schemes for Emission Allowances*

For reasons of political feasibility, emission trading systems may have to rely on free initial allocation of emission allowances in order to ameliorate adverse production and employment effects in dirty industries. Against the background of an emerging European‐wide emission trading system, we examine the trade‐off between such compensation and economic efficiency under output‐based and emissions‐based allocation rules. We show that the emissions‐based allocation rule is more costly than the output‐based rule in terms of maintaining output and employment in energy‐intensive industries. When the international allowance price increases, the inferiority of emissions‐based allocation vis‐à‐vis output‐based allocation becomes more pronounced, as emission subsidies drastically restrict efficiency gains from international trade in emission allowances.     

Grounded Theory und ihre bisherige Anwendung in der empirischen Controlling- und Rechnungswesenforschung

Zusammenfassung  Die Bildung von Forschungshypothesen ist zwar immer ein kreativer, sollte aber gleichzeitig kein unsystematischer Prozess sein. Im vorliegenden Artikel liegt der Fokus auf der Methodenunterstützung des Entdeckungszusammenhangs. Die Methode der Grounded Theory bietet einen Bezugsrahmen für qualitative empirische Studien, mit dem Theorien entwickelt werden, die aus dem Textmaterial zu begründen sind. Eine Literaturanalyse verdeutlicht, dass das Potenzial dieser Methode bisher in der Controlling- und Rechnungswesenforschung weitgehend ungenutzt bleibt. Anhand einer Diskussion empirischer Studien, welche auf die Methode zurückgreifen, werden Anwendungsm?glichkeiten der Grounded Theory für diese Disziplinen aufgezeigt.

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Summary  Creating research hypotheses is always a creative but not necessarily an unsystematic process. In our study we introduce a method supporting the logic of discovery. The grounded theory approach provides a framework for a systematic development of theories emerging from empirical data. A literature review stresses that the potential of the method so far is unused in accounting research. The grounded theory approach is introduced to support empirical work within this research field. Options for an application of the method in accounting research are shown by the means of a discussion of empirical studies. Furthermore the reader gets hints for reference studies.

     

Die Wirkung der Positionierung eines Zulieferunternehmens auf das Vertrauen des Kunden

Zusammenfassung Aus bisherigen Studien lassen sich kaum Handlungsempfehlungen ableiten, welche Positionierung eines Zulieferunternehmens sich besonders vorteilhaft auf das Vertrauen eines Kunden auswirkt. Im vorliegenden Beitrag werden die Wirkungen von vier Positionierungsstrategien, die Zulieferunternehmen zur Verfügung stehen, auf das Vertrauen ihrer Abnehmer aus der Automobilindustrie untersucht. Diese Strategien bestehen in der Anpassung an Kundenprozesse, in Serviceorientierung, in Flexibilit?t und in der Verwendung von Kompetenzsignalen gegenüber dem Markt. Wir zeigen, dass die Anpassung an Kundenprozesse auf Grund der hohen Spezifit?t der damit verbundenen Investitionen die st?rkste positive Wirkung auf das Vertrauen des Kunden aufweist und dass Kompetenzsignale gegenüber dem Markt kein geeignetes Instrument zur F?rderung des Kundenvertrauens sind, wenn das Zulieferunternehmen für den Abnehmer eine hohe Bedeutung besitzt.

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The effects of a supplier’s positioning strategy on buyers’ trust

Summary Many studies have identified measures that are able to enhance partners’ trust in business-to-business relationships. However, it is not known which measures are more effective than others or under which conditions certain measures might be helpful or not. In the present study the effects of four possible positioning strategies on buyer’s trust are examined. The positioning strategies considered here are the supplier’s adaptations regarding its customer’s processes, its service orientation, its flexibility, and market-signals stressing the supplier’s competence. We found that, due to the high specificity of the required investments, adaptations of the supplier’s processes are the strongest instrument to enhance buyers’ trust relative to the other three strategies. We could also show that investments in market signals stressing the supplier’s competence are not effective if the supplier is of high importance to the customer.