Personality,person–brand fit,and brand community: An investigation of individuals,brands, and brand communities

Abstract

Brand communities have received considerable and warranted attention from marketing researchers and practitioners. Brand communities can be important sources of information for both the firm and other customers, and they play an important role in building and maintaining strong brands. Nevertheless, the antecedents of brand community identification, such as individual differences across consumers in the propensity to connect with brand communities, are not as well understood. We hypothesise that the enduring personality traits extraversion and agreeableness predict identification with the [brand] community, which in turn, and along with product attachment, will be related to brand trust and brand loyalty. Product attachment itself is hypothesised to be a function of person–brand congruity, the perceived fit between the person and the brand. Those relationships are tested and supported in data from a sample of 662 car enthusiasts attending a large brand community meeting or ‘brandfest’.     

Impact of farm management diversity on the environmental and economic performance of the wheat–maize cropping system in the North China Plain

To assess the attainable greenhouse gas (GHG) mitigation potential from crop production in China's most important grain production region, the North China Plain (NCP), single farm environmental and economic performances of 65 winter wheat–summer maize (WW–SM) producing households were determined. The results revealed a huge heterogeneity among farms, with up to five times higher environmental impact of worst compared to best performing farms. Astonishingly no trade-off between productivity and sustainability could be identified in the region, with high-yield farms emitting no different amounts of GHGs per hectare compared to low-yield farms. Building on cluster analysis, with farms grouped according to their economic and environmental performance into ‘poor’, ‘fair' and ‘good’ producers, the regional GHG mitigation potential was estimated. Under the scenario assumption that all grain in the NCP is produced under ‘good’ production conditions, 21% and 7% of GHG could be mitigated in wheat and maize production, respectively. The study shows that in the NCP, exemplary for China's rapidly developing agricultural sector, the crop management skills of a substantial share of farmers could obviously not keep pace with the massive input intensification. Among others, farmer–farmer trainings are recommended to close the gap in crop production performance among producers.     

Research on the interface factor in the development and utilization of new technology

The interface factor in the development and utilization of new technology is analyzed with questionnaire surveys. The interface factor is found to determine R&D performance in a study of large manufacturing companies in the United States and in a study of computer utilization performance in commercial banks in the United States. A comparison of the interface factor in the functioning of R & D in the United States and Japan suggests that interface problems may be less serious in Japan. Company experience is reported which indicates that the interface function can be controlled by management policies, procedures and practices. The need for greater attention to the interface factor by executives and by researchers on R & D management is a conclusion which follows from the findings presented in this paper.     

Managerial Ownership and Company Performance in German Small and Medium-Sized Private Enterprises

Abstract. We analyse the relationship between managerial ownership and company performance, testing the incentive and entrenchment hypothesis. Differently from previous literature, we focus on small and medium-sized private enterprises which constitute an important part of the German economy. We use a panel of 356 companies in the German business-related service sector for the years 1997–2000. Our findings are that performance, measured by survey-based profit information, is increasing in managerial ownership by up to around 40 per cent. We do not find a significant entrenchment effect, possibly because, at levels at which managers could become entrenched, they already bear a large proportion of the costs and have therefore an incentive to maximize company value.     

Advertising,consumer awareness,and choice: evidence from the U.S. banking industry

How does advertising influence consumer decisions and market outcomes? We utilize detailed data on consumer shopping behavior and choices over bank accounts to investigate the effects of advertising on the different stages of the shopping process: awareness, consideration, and choice. We formulate a structural model with costly search and endogenous consideration sets, and show that advertising in the U.S. banking industry is primarily a shifter of awareness as opposed to consideration or choice. Advertising makes consumers aware of more options, search more, and find better alternatives. This increases the market share of smaller banks and makes the industry more competitive.