Social Networking the Brand—An Exploration of the Drivers of Brand Image in the South African Beer Market

Social network marketing has risen to the fore as an innovative and cost effective method of reaching a target audience. However, owing to the recentness of this marketing technique, there is little scholarly research in this area, especially in emerging markets. This study considered the impact of interactivity and media richness on brand attitude and brand image in the South African beer market. It also tested whether brand involvement has a moderating effect in this regard. The empirical work was conducted through an electronic survey of Facebook fan page users. The results revealed that interactivity had a positive effect on brand attitude, whilst media richness did not. Brand involvement, tested for a moderating effect on the above relationships, was not found to be significant. As expected, brand attitude was found to be strongly linked to brand image in this context. The findings stress the importance of bidirectional communication in favor of media rich design. This suggests that marketers of beer would be well advised to engage with customers on fan pages in routinely responding to their comments and allowing them to upload suitable content. If consumers feel that they have ‘ownership’ of these pages and are able to have a positive influence on brand evolution, fan pages are likely to yield positive results in social media campaigns.     

Ponds,Power and Institutions: The Everyday Governance of Accessing Urban Water Bodies in a Small Bengali City

While researchers in the growing field of urban political ecology have given significant attention to the fragmented hydroscape that characterizes access to drinking water in the global South, so far the (re)production of other urban waters and its related power relations have been underexplored. This article seeks to contribute to filling this gap by exploring the everyday negotiations over access to urban water bodies, in particular ponds. These are understood as a composite resource that is simultaneously water, land and public space. This analysis draws on a case study from a small city in West Bengal, India, and is based primarily on data from open interviews with different actors with a stake in urban ponds. The article demonstrates that in a context of ambiguity of the statutory governance regime and fragmented control, the (re)production of the pondscape is embedded within complex relationships of power whereby social marginalization can be offset at least momentarily by local institutions such as neighbourhood clubs and political parties.     

Altering the past to influence the future: the effect of mental unpacking on past evaluations and future preferences

Consumers use affective evaluations of past hedonic experiences in their future decision-making. However, past evaluations such as how enjoyable the experience was may be hard to retrieve, and consumers tend to recall what they did (i.e. the constituent activities of the prior experience) in order to reconstruct them. It is proposed here that recalling these constituent activities in a packed versus unpacked fashion will distort both the reconstruction process and its outcome. Results from two experiments show that mental unpacking interacted with experience enjoyment to alter past evaluations in two ways: if the enjoyment of the experience was high, unpacked recalls increased remembered enjoyment, but unpacking decreased remembered enjoyment if the experience enjoyment was low. Finally, mediation analysis indicated that the unpacking by enjoyment interaction distorted future preferences through the mediating role of remembered enjoyment.     

Does involvement matter in online shopping satisfaction and trust?

Consumer involvement in online shopping can play a moderating role when explaining Web site effect on satisfaction and trust. This study proposes a set of hypotheses based on the Elaboration Likelihood Model (ELM) of persuasion, a conceptual model that explains the formation of individual attitudes that are prompted by central and peripheral cues. The model proposes the use of central signals when the buyer is highly involved and peripheral signals when the buyer is less involved. Nevertheless, the results of this study would suggest that these relationships are not so clearly defined in the case of online buying, which implies that certain assumptions associated with the ELM need to be revised to take the particularities of the online context into account. © 2011 Wiley Periodicals, Inc.     

Recognition of tacit skills: sustaining learning outcomes in adult learning and work re‐entry

This paper is based on the project ‘Recognition of Tacit Skills and Knowledge in Work Re‐entry’ carried out as a part of the ESRC‐funded Research Network ‘Improving Incentives to Learning in the Workplace’. The network aims to contribute to improved practice among a wide range of practitioners. The study has investigated the part played by tacit forms of personal competences in the education, training and work re‐entry of adult learners. The models of learning produced within this study with the assistance of the Dynamic Concept Analysis method are used to provide a better understanding of individual case studies.     

More than just national cultural distance: Testing new distance scales on FDI in Slovakia

Over the past decade, numerous calls have been made within the international business literature for a broader conceptualization and measurement of non-geographic forms distance amongst countries. One promising response to this call has been a set of psychic distance stimuli scales put forward by Dow, D., & Karunaratna, A. (2006). Developing a multidimensional instrument to measure psychic distance stimuli. Journal of International Business Studies, 37(5), 575–577. However, to date, these new scales have only been tested in one very limited setting – predicting bi-lateral trade flows. This paper extends the generalizability of the Dow and Karunaratna scales by testing their criterion-related validity with respect to three specific foreign direct investment (FDI) issues: predicting market selection, entry mode choice and performance. The results indicate that the Dow and Karunaratna scales are significantly stronger predictors of market selection and FDI performance than the traditional Kogut and Singh index; and that researchers should go beyond using national cultural distance as their sole measure of distance amongst countries. The results for predicting entry mode choice are more ambiguous; however, the authors argue that the ambiguity may reflect the inadequacies of the classic TCE-based approach to predicting entry mode, rather than shortcomings in the measurement of the distance construct.     

CSR Policies: Effects on Labour Productivity in Spanish Micro and Small Manufacturing Companies

Journal of Business Ethics - This paper analyses empirical evidence of efforts to enable Spanish micro and small manufacturing companies to boost their labour productivity rates through the...     

Tourists’ virtual reality adoption: an exploratory study from Lake District National Park

Virtual reality (VR) transforms the way destinations market their tourism offerings. To fully understand the opportunities of a technology, initial research is required assessing user adoption. However, empirical research and particularly exploratory qualitative research on VR adoption in tourism context is limited. Therefore, this study uses an exploratory interview approach with 35 participants near Lake District National Park, UK. Using thematic analysis, this study explores factors that influence VR adoption as well as the influencing factors on tourists’ behavioural intentions. This study adds to academia by qualitatively exploring the adoption of a scarcely researched technology within the tourism context.