An appraisal framework of the determinants and consequences of brand happiness

Recent academic discussions about the concept of brand happiness have introduced brand happiness as a promising new branding asset and a key research area. There is scientific evidence that its strong desirability, its characteristic of greatest emotional fulfillment, and its superior power to influence brand behavior qualify brand happiness as an important brand goal and differentiate it from other emotional‐relational concepts (e.g., emotional brand attachment, customer delight). However, there is no evidence on the effectiveness of brand happiness. To provide essential new insights in this research field, the authors theoretically develop an appraisal framework of the determinants and consequences of brand happiness and empirically verify it in four industry sectors. On the cross‐industry level, brand relationship quality, brand self‐relevance, brand goal‐congruence, and actual and ideal brand self‐congruence are confirmed to be important brand appraisal determinants of brand happiness, and pleasantness, fairness, and certainty are confirmed to be important situational appraisal determinants of brand happiness. The behavioral power of brand happiness was supported by showing that brand happiness strongly predicts five coping strategies; namely, the problem‐focused coping strategies of (re‐)purchase intention and price premium, and the emotion‐focused coping strategies of word‐of‐mouth, brand evangelism, and brand forgiveness. On an industry‐specific level, differences are observed regarding the influence of some of the brand appraisal determinants on brand happiness and regarding the influence of some of the situational appraisal determinants on brand happiness across the four analyzed industry sectors.     

THE POLITICAL EMBEDDEDNESS OF PRIVATE ECONOMIC TRANSACTIONS*

Governments are able to manipulate economic transactions in order to achieve foreign policy goals. This article addresses the question: can managers of multinational enterprises (MNEs) structure economic transactions in ways that will limit the costs resulting from government intervention? Using a transaction cost framework, the efficiency of alternative structures (exporting, joint ventures, licensing, or wholly owned subsidiaries) for protecting a firm's interests are assessed. We argue that the traditional focus on the dyadic relationship between supplier and buyer misses sources of transaction costs; by conceptualizing economic transactions as embedded in a political context, additional sources of transaction costs are revealed. We examine three cases of home government intervention in US MNE transactions with the Soviet Union. We find that the full range of structural alternatives is affected by government sanctions, although sanctions are imposed on exporting relationships first and removed last. We find that MNEs are, therefore, beginning to insulate international transactions by making their overseas subsidiaries more independent of US technology and supplies with the hope that the US government will be less likely to impose its will extraterritorially by intervening in foreign subsidiaries’private economic transactions.     

Search for good policies in a single-warehouse, multi-retailer system by particle swarm optimisation

An optimal control of sufficiently realistic single-warehouse, multi-retailer systems (SWMR-systems) requires the simulation optimisation approach. After a brief discussion of modelling and simulation aspects for such systems, we present a simulator providing a sufficiently large set of options to customize it to realistic problem situations. The paper then focuses on the applicability of optimisation algorithms and introduces the methods particle swarm optimisation and threshold accepting. We show that both approaches yield good optimisation results for several examples of a 5-retailer system investigated according to their reordering strategy and transportation resources.     

Crossing the borders: the relationship between boundary management,work–family enrichment and job satisfaction

Building upon Boundary Theory, the present study aims at investigating boundary management as a predictor of work-to-family enrichment and, in turn, of job satisfaction. We conceptualize boundary management both as an individual (preferences of an employee) as well as a contextual variable (perceived supplies of a workplace), both with respect to the two dimensions permeability (psychological boundary) and flexibility (physical boundary). In a survey of 222 employees with at least one child at home, we assessed employees' permeability and flexibility preferences, perceived permeability and flexibility supplies of the workplace, work-to-family enrichment and job satisfaction. Regression analysis showed a strong positive association between employees' permeability preferences, work-to-family enrichment and job satisfaction and between perceived flexibility supplies of the workplace, work-to-family enrichment and job satisfaction. Work-to-family enrichment mediated the relationship between permeability preferences and job satisfaction. Furthermore, work-to-family enrichment mediated the relationship between perceived flexibility supplies and job satisfaction. Theoretical and practical implications of the results will be discussed.     

Leseliste Top 5: Controlling &; Kreativität

Praxis / MagazinTitelthema

Leseliste Top 5: Controlling &; Kreativit?t     

Backing what works? Social Impact Bonds and evidence-informed policy and practice

ABSTRACT

Social Impact Bonds (SIBs) offer an opportunity to explore the use of evidence to inform public policy and commissioning decisions in both discursive and practical terms in what are frequently highly politicized contexts. We identify three potential mechanisms by which SIBs may promote evidence use and explore these through empirical findings drawn from a three-year evaluation of SIBs applied to health and social care in the English NHS.     

LONG‐RUN VERSUS SHORT‐RUN PERSPECTIVES ON CONSUMER SCHEDULING: EVIDENCE FROM A REVEALED‐PREFERENCE EXPERIMENT AMONG PEAK‐HOUR ROAD COMMUTERS

Earlier studies on scheduling behavior have mostly ignored that consumers have more flexibility to adjust their schedule in the long run than in the short run. We introduce the distinction between long‐run choices of travel routines and short‐run choices of departure times, using data from a real‐life peak avoidance experiment. We find that participants value travel time higher in the long‐run context, supposedly because changes in travel time can be exploited better through the adjustment of routines. Schedule delays are valued higher in the short run, reflecting that scheduling restrictions are typically more binding in the short run.     

Antecedents and consequences of the quality of e-customer-to-customer interactions in B2B brand communities

The opportunities that interactions in business-to-business (B2B) brand communities offer companies as well as brand community members have already been recognized by B2B firms, but are still an underexplored field of B2B academic marketing research. To provide a first step in analyzing B2B brand communities, we develop a conceptual framework of the quality of customer-to-customer (C2C) interactions in B2B brand communities by drawing on several theories and concepts (e.g., social exchange theory, uses and gratifications approach and value-in-the-experience). Based on an online survey (n = 330) spanning three virtual B2B brand communities in the IT-sector, we test our framework using structural equation modeling. Our results reveal that brand trust has a positive impact on brand community trust. Brand community trust leads to an increase in the quality of C2C interactions in B2B brand communities. Furthermore, we demonstrate that the quality of C2C interactions in B2B brand communities has a positive impact on functional, experiential, and symbolic brand community benefits, which, in turn, foster brand loyalty.