Business Unethicality as an Impediment to Consumer Trust: The Moderating Role of Demographic and Cultural Characteristics

The article reports the findings of a study conducted among 387 consumers regarding their perceptions of the unethicality of business practices of firms and how these affect their response behavior, in terms of trust, satisfaction, and loyalty. The study confirmed that high levels of perceived corporate unethicality decrease consumer trust. This in turn reduces consumer satisfaction, which ultimately has negative effects on customer loyalty. It was also revealed that, although both consumer gender and urbanity have a moderating effect on the link between perceived unethicality and trust, the age group and level of education of the consumer did not exhibit such an effect. With regard to consumer cultural characteristics, both high uncertainty avoidance and low individualism were found to increase the negative impact of business unethicality on trust, as opposed to power distance and masculinity that did not have any moderating effect on this relationship. Implications for managers are extracted from the study findings, as well as directions for future research.     

The Journal of Advertising and the Development of Advertising Theory: Reflections and Directions for Future Research

In this article, I provide some thoughts that guided my decision making while I was editor of the Journal of Advertising (2003–2006). Specifically, I reflect on the definition of theory and how it has been and should be used in the advertising discipline. In particular, I attempt to distinguish between weaker (contextual) and stronger (universal) theories and present my views on how future research in advertising can proceed in developing useful theories within this domain.     

Emotional labor's impact in a retail environment

It is essential for organizations to understand and manage salespeople's emotions. By monitoring the effects of emotions on the job, management can promote and enhance its sales force. However, the literature on salespersons' emotions has been largely overlooked. This paper establishes an integrative emotional labor process model to better understand the emotional component of the sales force in a retail context. Specifically, the paper examines the impact of emotional labor and emotional exhaustion in relation to job satisfaction and organizational commitment. Findings suggest that emotional labor predicts both job satisfaction and organizational commitment, while emotional exhaustion only predicts job satisfaction.     

Capturing the Evolution of Customer–Firm Relationships: How Customers Become More (or Less) Valuable Over Time

Few studies have examined the influence of marketing activities while accounting for customer dynamics over time. The authors contribute to this growing literature by extending the hurdle model to capture customer dynamics using a hidden Markov chain. We find our dynamic model performs better than static and latent class models. Our results suggest the customer base can be segmented into four segments: Deal-prone, Dependable, Active, and Event-driven. Each segment reacts differentially to marketing activities. Although catalogs influence both purchase incidence and the number of orders, this marketing activity has the largest impact on purchase incidence across all four segments. In contrast, retail promotions are more likely to influence the number of orders a customer will make for all of the segments except for the Deal-prone segment. For this segment, retail promotions have the strongest impact on purchase incidence.     

Branding in the age of social media firestorms: how to create brand value by fighting back online

ABSTRACT

Leading research on social media firestorms typically advises managers to quickly quell the backlash by appeasing brand critics. Drawing on crisis communications and branding research, we offer a radically different perspective and argue that brands can benefit from fighting back online. Through a netnography of a moral-based firestorm, we contribute to the marketing and crisis communications literatures by identifying the escalation strategy as a way to build brand value; explaining how brands can activate supporters; and providing guidance on how to assess these morally steeped events. We advance branding research by identifying how managers can provoke consumer-generated brand stories; and uncovering the hidden benefits of negative consumer voices. Finally, we outline a new perspective on how brands are dialogically constructed through a process we call ‘flyting’.     

Threshold Cointegration in the Greek Milk Market

This article investigates the nonlinear adjustment between consumer and producer prices in the Greek milk sector using a threshold error correction autoregressive model. The results reject the null hypothesis of linear cointegration in favor of a 2-regime threshold cointegration model. A cointegrating relationship is expected only when equilibrium consumer price is decreased more than 24.12% or the equilibrium relative markup is squeezed more than 62.74%. In this case consumer prices have to increase faster than producer prices to restore the long-run equilibrium between consumer-producer milk prices.     

Bertrand under Uncertainty: Private and Common Costs*

Does asymmetric information about costs in a homogeneous-good Bertrand model soften competition? Earlier literature has shown that the answer (perhaps counter-intuitively) is “no,” while assuming (i) private (i.e., independent) cost draws and (ii) no drastic innovations. I first show, in a fairly general setting, that by relaxing (i) and instead allowing for sufficiently much common (interdependent) cost draws, asymmetric information indeed softens competition. I then study a specification that yields a closed-form solution and show that relaxing (ii) but not (i) does not alter the result in the earlier literature. While relying on specific functional forms, this specification is quite rich and might be useful in applications. It allows for any (positive) degree of interdependence between the cost draws, for any demand elasticity, and for any number of firms. The closed-form solution is simple and in pure strategies.     

REGIONAL UNEMPLOYMENT DISPARITIES: AN EVALUATION OF POLICY MEASURES*

This paper analyses the efficacy of regional and federal government policies in reducing inter‐regional unemployment disparities. We use as our framework a two‐region general equilibrium model with a given freely‐mobile supply of labour. We assume inter‐regional migration to occur in response to inter‐regional utility differentials. Each region has households, firms and a regional government. In addition to regional governments, there is a federal government. The firms in a region use a single factor, labour, to produce a single good which we assume to be different to that produced in the other region. It is supplied to households and to the regional government in the form of payroll taxes. Households consume some, trade some with households in the other region and give some up to the federal government as income tax. Firms and households bargain over wages and firms then choose employment to maximise profits. The resulting equilibrium will generally not be a full‐employment one. We simulate a linearised numerical version of the model. We examine seven alternative policies, six carried out by a regional government and one by the federal government. In the first group there are traditional tax/expenditure polices as well as policies which might be seen as attacking the natural rate of unemployment: changes in unemployment benefits, changes in union power, changes in the labour force and changes in labour productivity. The federal government policy is a regionally‐differentiated fiscal policy. Contrary to expectations, many policies which have traditionally been recommended to alleviate unemployment are found, in fact, to exacerbate the unemployment problem.