Sponsorship effect metric: assessing the financial value of sponsoring by comparisons to television advertising

Since sponsoring is an increasingly important marketing communication medium, it is important for managers to know whether their sponsorships are giving a good financial return relative to other communication alternatives. Although several “rules of thumb” are commonly used in the industry for converting sponsorship exposure time into television advertising equivalent values, this research is the first to empirically test them by means of two experiments employing realistic stimuli and representative samples. Across 6 stimuli brands, study 1 finds that an average of 127 s of sponsor logo exposure achieves the same effects as a 30 s TV ad, but variance around this figure is high and depends on a variety of factors such as communication goal, sponsor fit, type of exposure, and whether the sponsor is a known brand. Study 2 finds that combining sponsoring with television advertising does increase the effects of sponsoring, although effects vary widely depending on the context, but even in the best case the increase is not supportive of the high levels of advertising suggested by many industry experts. Overall, the findings will allow managers to more confidently assess the financial value of their sponsorship investments.     

Information Shocks and the Dynamics of the Housing Market*

In this paper, we analyze housing‐market reactions to the release of previously unpublished information on school quality. Using high‐quality housing data, which precisely bracket the timing of the information shock, we investigate housing‐price dynamics within school‐catchment areas. We find a robust short‐term housing‐market reaction to the publication of school‐quality indicators, suggesting that this information was new to the households, and that households are willing to pay for better schools. The publication effect does not seem to be permanent as prices revert to pre‐publication levels after two to three months.     

Reviews

The Review of Austrian Economics -     

Internationalisation of Japanese professional business service firms

This paper explores the internationalisation of Japanese professional business service (PBS) firms. The UK was chosen as the geographical area of study due to the large number of Japanese foreign direct investments over the last 20 years. A comparative study of Japanese and Western service providers was conducted in the UK in spring 2002 to ascertain if there are any significant differences in their ways of doing business with Japanese clients. The preliminary results show that Japanese firms tend to be very small in the UK in terms of both size and market share. They seem also to be tightly connected with Japanese businesses operating in the UK.     

A productivity study of the Norwegian building industry

Slow productivity growth in the building and construction industry is often put forward as the cause of rising building costs. In view of the importance of the building sector in the national economy, factual empirical knowledge is hard to come by. The few studies found are usually carried out on a sectoral level and based on time-series data. However, to come to grips with the real causes for slow productivity growth, one has to analyze at the microlevel of actual decision making. Our study is based on establishment data for 1986. The method of analysis is the deterministic frontier approach. The efficiency distributions show large variations with average structural efficiency about 20 percent. Thus, there is significant scope for productivity improvement if average performance can catch up with best practice.The refereeing process of this article was handled through T.G. Cowing.     

Backpacker ethnography

This paper presents an ethnographic study of the travel culture of international backpackers. Their sociodemographic characteristics are described, the contours of a concept of tourism culture are delineated, and on that basis, that of backpackers is outlined, with particular focus on the key phenomenon of road status. The analysis of backpacker tourism as a culture furthers the comprehension of change within the phenomenon. Examples of factors of change include the guidebooks, the short-term backpackers, and in particular the internet. This study demonstrates the merit of a dynamic concept of culture where culture takes place whenever activated by social circumstances.     

A COMPARISON BETWEEN ACTUAL DISTRIBUTIONS OF ANNUAL AND LIFETIME INCOME: SWEDEN 1951–89

This paper uses register data on tax assessed income from 1951 to 1989 for a representative sample of Swedish men in order to compare the distributions of annual income and "lifetime" income. It is found that the dispersion of lifetime income is around 35 to 40 percent lower than typical cross-sections of annual income. It is income up to around 30 years of age that mainly explains this discrepancy in the magnitude of dispersions. From the age of 30 until 65 years the correlations between annual and lifetime income are quite high and the dispersion of annual income is not very much higher than the dispersion of lifetime income. An analysis of the evolution of income mobility shows that there is a slight tendency to rising mobility over time. This finding implies that the common approach to study the development of income distribution by using only annual income can be misleading.     

When Philosophy and Business Professors Talk: Assessment of Ethical Reasoning in a Cross Disciplinary Business Ethics Course

Can instructors with apparently divergent approaches to the goals and methods of teaching business ethics agree upon a core set of course objectives? Can they agree upon a common method of assessment for measuring student performance against shared standards? This paper reports the results of a project intended to address these questions. The goals of the project were threefold: (1) to identify a shared set of core competencies for all students in business ethics; (2) to adopt a common assessment of ethical reasoning (neutral to disciplinary bias) for measuring student performance in core competencies; (3) to determine whether students show improvement in core competencies over the course of a semester. Our findings suggest that it is possible to find common ground in measurable objectives and to expect instructors to interpret, apply, and teach to these objectives effectively without infringing upon their disciplinary differences.     

The pernicious effects of contaminated data in risk management

Banks hold capital to guard against unexpected surges in losses and long freezes in financial markets. The minimum level of capital is set by banking regulators as a function of the banks’ own estimates of their risk exposures. As a result, a great challenge for both banks and regulators is to validate internal risk models. We show that a large fraction of US and international banks uses contaminated data when testing their models. In particular, most banks validate their market risk model using profit-and-loss (P/L) data that include fees and commissions and intraday trading revenues. This practice is inconsistent with the definition of the employed market risk measure. Using both bank data and simulations, we find that data contamination has dramatic implications for model validation and can lead to the acceptance of misspecified risk models. Moreover, our estimates suggest that the use of contaminated data can significantly reduce (market-risk induced) regulatory capital.