Revisiting the trans-situationality of values in Schwartz’s Portrait Values Questionnaire

Quality & Quantity - Schwartz in his famous theory of basic values follows Parsons and Rokeach in arguing that human values are trans-situational or context free. For any individual, the same...     

Downsizing and the fragility of corporate reputation: An analysis of the impact of contextual factors

This study extends prior research on the impact of downsizing on corporate reputation by investigating how specific aspects of downsizing measures influence this relationship. Using panel data on the S&P 100 companies for the period 1990–2000, we find that downsizing affects corporate reputation negatively and that the size of the effect depends on the content and the context of the downsizing announcement. More specifically, we find that the motive for downsizing, the time period in which it is announced as well as the extent of previous layoffs significantly influence the reputational penalties that are associated with corporate downsizing. Our results thus elucidate how contextual factors of a downsizing decision can influence the extent of the reputational damage of this measure.     

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’.