Bildungsinvestitionen – wirksames Heilmittel gegen soziale Ungleich heit?

Despite the educational expansion since the 1960s and the rise of the average education level, there has been no significant decrease in education inequality or in its persistence across generations during the past decades in Germany. This depressing realisation is not held by all authors; some others identify positive developments in education. The explanation for underinvestment in people is that these investments generate only long-run returns. In order to reduce social inequalities, further investments in education are necessary. These investments should be target oriented and focus on reducing inequalities in the use of early education and care institutions, as well as on increasing the quality of these institutions. Individuals with lower education levels should be especially targeted to participate in further training, because higher formal qualifications will both insulate them from labour market risks and generate a more favourable social environment for their children. Furthermore, there should be more investments into education at the regional level. Large imbalances in regional participation in further education and training highlight the lack of local universities to act as a local push factor. Fast internet access in rural areas and “freeing” time resources through sabbaticals could improve participation in lifelong learning.     

Handwerksunternehmen im Fokus der Regionalförderung?

The Joint Federal/Länder Scheme for the Improvement of Regional Economic Structures is a core instrument of German regional policy. Currently, large parts of the skilled crafts sector are not eligible for funding. However, craft enterprises play an important role for economic and social stability in less developed regions. The several examples given in this paper refer to vocational education and training, non-R&D-based innovation, the satisfaction of local demand for goods and services and various effects on regional income development. In light of this, it is argued that regional policy could place a stronger emphasis on craft enterprises in the future.     

How long does celebrity meaning transfer last? Delayed effects and the moderating roles of brand experience,celebrity liking,and age

Extending previous research on celebrity endorsements, the study investigates whether the meaning of celebrities is transferred to endorsed brands and how transfer effects develop over time. Additionally, the moderating roles of brand experience, celebrity liking, and consumers’ age are investigated. The hypothesized effects are modeled using a propositional learning approach with an experimental repeated-measures design (panel data). Results confirm the assumed meaning transfer effect. In addition, the effects appear to be substantially stronger after about a week indicating some type of sleeper effect. Furthermore, the effects increase with increasing brand experience and celebrity liking. Adolescent consumers are not differently affected when compared to adults and controlled for the differing levels of brand experience. Results are discussed in light of propositional learning theory. Future areas of research are proposed.     

Would you forgive Kristen Stewart or Tiger Woods or maybe Lance Armstrong? Exploring consumers’ forgiveness of celebrities’ transgressions

Employing a qualitative approach, within the context of Generation Y consumers, this research investigates the internal justification processes used by consumers contemplating to forgive a celebrity who has transgressed society’s norms of acceptable behaviour. A thematic analysis of data from in-depth interviews identified nine emergent categories, grouped into four themes or core drivers: celebrity-related drivers, consumer-related drivers, context-related drivers and time-related drivers. The findings show that although there is generally no personal relationship between consumers and celebrities, consumers tend to bond with celebrities in para-social relationships. Many consumers see these relationships as similar to how they connect with friends thus leading them to show forgiveness tendencies towards a celebrity comparable to forgiving friends. The paper presents a conceptual framework highlighting the consumer’s forgiveness justification process.     

Social value and content value in social media: Two paths to psychological well-being

The unique characteristics and universal popularity of social media enable consumers to experience their customer value and thus improve their psychological well-being. Hence, it is important for researchers to investigate how consumers experience their customer value in this new media and demonstrate how managers can use the ensuing knowledge for designing appropriate marketing strategies. This article is a step toward that direction. We explore the antecedents and consequences of customer value in social media so as to provide a deeper insight into consumer behavior and subsequently discuss its managerial implications. Specifically, we develop a model that incorporates psychological well-being as the endogenous variable, interdependence self-construal and independent self-construal as exogenous variables, and social value, content value, social identity, self-esteem, and flow as mediating variables. Based on data from a sample of 437 social media consumers collected by an online survey and through analysis of the data by SPSS 22.0 and Amos 22.0 programs, the study revealed that consumers can gain psychological well-being by either of two paths: consumers with a higher degree of interdependent self-construal will have a higher degree of social value experience, thus leading to a higher degree of psychological well-being through a positive mediating role of social identity; whereas consumers with a higher degree of independent self-construal will have a higher degree of content value experience, thus leading to a higher degree of psychological well-being through a positive mediating role of self-esteem. Managers can segment the consumers based on their self-construal and design appropriate customer relationship strategies.     

Andreas Vogel

Ohne Zusammenfassung

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Andreas Vogel