Co-creating brands: Diagnosing and designing the relationship experience

The traditional goods-dominant logic of marketing is under challenge and leading researchers are now emphasizing the new service-dominant logic [Vargo, S.L., Lusch, R.F., Evolving to a new dominant logic for marketing. J Mark 2004; 68 (1): 1-17.]. One of the key foundational propositions of this logic is the customer as “always being a co-creator of value” where “the brand becomes the experience” [Prahalad, C.K., The co-creation of value. J Mark 2004; 68 (1): 23.]. In this paper, the authors examine the concept of brand relationship experience in the context of co-creation and service-dominant logic and outline a conceptual model for designing and managing the customer experience. Case study research illustrates how this model helps in the design and management of the brand relationship experience for an innovative new product.     

Pleasure and the Control of Food Intake: An Embodied Cognition Approach to Consumer Self‐Regulation

Consumers try to avoid temptation when exposed to appetizing foods by diverting their attention away from their senses (e.g., sight, smell, mouthfeel) and bodily states (e.g., state of arousal, salivation) in order to focus on their longer term goals (e.g., eating healthily, achieving an ideal body weight). However, when not including sensations in their decision‐making processes, consumers risk depleting their self‐regulatory resources, potentially leading to unhealthy food choices. Conversely, based on the concept of “embodied self‐regulation,” the suggestion is made that considering bodily states may help consumers regulate their food choices more effectively. A new model is proposed that facilitates understanding observed consumer behavior and the success or failure of self‐control in food intake. It is argued that bodily states and sensory information should be considered when modeling consumer behavior and developing health‐related advocacy and communication campaigns. The model proposed here leads to new perspectives on consumer consumption behavior and health policy research and strategies.     

The Bright and Dark Side of Altruism: Demographic,Personality Traits,and Disorders Associated with Altruism

This study looked at personality trait and personality disorder correlates of self-rated altruism. In two studies over 4,000 adult British managers completed a battery of tests including a ‘bright side’ personality trait measure (HPI); a ‘dark side’/disorders measure (HDS), and a measure of their Motives and Values which included Altruism. The two studies showed similar results revealing that those who were low on Adjustment (Neuroticism) but high on Interpersonal Sensitivity (Agreeableness), Prudence (Conscientiousness) and Inquisitiveness (Openness) were more likely to value Altruism and be motivated to commit altruistic acts which concerns helping others and creating an environment that places emphasis on customer service. Those more interested in “Getting Along” with others were more Altruistic than those more interested in “Getting Ahead” of others. Implications for the selection and management of altruistic people in a business are considered. Limitations and future directions of this research are also noted.     

Die informative Warenkennzeichnung. Eine Übersicht über den Stand der Praxis und der Literatur

Zusammenfassung Der Artikel gibt zunächst einen Überblick über vier vorgefundene Warenkennzeichnungssysteme: die bundesdeutschen RAL-Testate, die österreichische Produktdeklaration sowie die schwedischen VDN-Fakta und Möbel-Fakta. Die Reaktion der Verbraucher auf die vorgefundenen Warenkennzeichnungssysteme war bisher jedoch sehr schwach. Der zweite Teil des Artikels knüpft an diese negativen Erfahrungen an und beschäftigt sich mit der grundsätzlichen Problematik. Der Autor beschreibt die Bedingungen, die bei der Konzeption informativer Warenkennzeichnungen erfüllt sein müssen, vor allem in bezug auf die Auswahl und die Darstellung der Informationen, und geht abschließend auf zu erwartende Reaktionen der Anbieter ein.

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Informative product labeling

The aim of informative product labeling is to make manifest to the consumers the supply of product alternatives that are available in the market place and enable them to make accurate buying decisions. Since the information that is given on informative labels is available at the point of purchase, informative labeling can be regarded as an ideal instrument for consumer information policy. The article reviews four informative labeling systems: the German RAL-Testate, the Austrian Produktdeklaration and the Swedish VDN-Fakta and Möbel-Fakta. However, the observed consumer reaction to these labeling systems is very weak.The article then deals with the conditions that must be satisfied if informative labeling is to lead to a positive consumer reaction, i. e. as (1) the selection of that information which meets the consumers' needs and takes the buyers' information-processing capacity into consideration, and (2) the presentation of the information in a way that is intelligible to the consumers and easy to handle.Finally indirect effects on producer and retailer behavior are discussed.

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Adrian Weser promoviert über Probleme der vergleichenden Warenkennzeichnung und wohnt in D-2000 Hamburg 13, Rutschbahn 39.     

The Razor's edge: Managing MNC affiliates in Iran

Much has been written on the nature of international assignees’ experiences of managing Multinational Corporation (MNC) affiliates in the context of Western economies. This study aims to broaden the debate and elucidate these issues in the largely overlooked region of Middle East with a particular focus on Iran. Data from six MNC affiliates across two high growth global industries reveals that the nature of international assignees’ experiences can be explained in terms of desirable, indifference, and undesirable effects of managing MNC affiliates. Specifically, it was found that the international assignees’ perceptions of managing MNC affiliates were formed prior to their appointments. Furthermore, while conformance to headquarter (HQ) managerial orientations was seen to serve as a proxy for earlier desirable experiences of these international assignees, their current performance was seen to deteriorate by the need to fully comply with the HQ's way of doing things. Together, these findings support the view that the degree of congruence or fit between, on the one hand, the HQ and international assignees’ orientations, and on the other hand, between the international assignees and the host country culture could have implications for the success or failure of the international assignees in the context of Iranian-based MNCs. Finally, the paper concludes with implications and lessons for policy makers, practitioners and academics.     

Do stock returns hedge inflation at long horizons?

We investigate the long-horizon relationship between market returns and inflation in the United States. Conventional tests for long horizon predictability may reject the null too frequently when the predictor variable is highly persistent and endogenous and there are overlapping observations. We use a recently developed econometric technique designed to overcome these problems. We find little to no evidence that securities are able to hedge inflation.     

On education,screening and human capital

The paper tests the hypothesis that educational attainment acts, inter alia, as a screening device for worker selection by comparing the average educational level of pairs of screened and non-screened groups within similar occupational categories. The results, based on Israeli data, support the view that strong screening effects are at work.     

Donor lifetime value: An empirical analysis

The successful quantification in monetary terms of the value of a donor to a voluntary organisation is absolutely essential to the subsequent development of fundraising strategy. The question most voluntary organisations have failed to address, however, is how best to calculate this value. Many fundraisers continue to examine value historically, looking at the total amounts given to date. Such an approach fundamentally ignores the future or lifetime potential of a given charity donor and can lead to the development of contact strategies that are wholly inappropriate given the worth of that individual. It is the purpose of this paper to calculate the lifetime value (LTV) of various categories of donor and to explain how charities might use such information to inform the development of their fundraising strategy.     

Donor retention: an exploratory study of door‐to‐door recruits

• Door‐to‐door fundraising, where recruiters knock on the door of domestic dwellings to solicit a regular donation, is an increasingly popular recruitment technique. However, reported levels of attrition remain unacceptably high and in some cases charities may lose up to 50% of their new recruits in their first year of giving. In this exploratory study of 5000 active and 5000 lapsed recruits the demographic and attitudinal profiles of each group are compared. The paper concludes that lapsed donors are significantly younger than active recruits and experienced some form of pressure at the point of recruitment. Lapsed supporters were also significantly less happy with the quality of ongoing communication.

Copyright © 2007 John Wiley & Sons, Ltd.