Branding strategies,marketing communication,and perceived brand meaning: The transfer of purposive,goal-oriented brand meaning to brand extensions

This article develops and tests a conceptual model of the transfer process whereby perceived similarity organized around shared goals facilitates the transfer of knowledge and affect from a parent brand to an extension of that brand. Empirical results, based on two well-known brands and two hypothetical product extensions for each brand, demonstrate that the availability of well-formed, goal-derived categories associated with a parent brand establishes an organizing framework for consumers' assessments of similarity thatfacilitates the transfer of consumer knowledge and attitude from the parent brand to a brand extension in another product category. This facilitating effect of similarity does not occur in the absence of goal-derived categories. The results also reveal how marketing communication can be used to facilitate the transfer process by framing similarity in terms of common goals. Implications are discussed for the organization of consumer knowledge and affect across product categories and for understanding prior research findings on brand extension. Ingrid M. Martin (imartin@csulb.edu) is an associate professor of marketing at California State University at Long Beach. Her research has examined issues in the area of consumer goals as they guide structuring and processing marketing information, product choice and usage. Her research has been published in theJournal of Consumer Research, Journal of Marketing Research, Journal of Public Policy & Research, and five book chapters. David W. Stewart (david.stewart@marshall.usc.edu) is the Robert E. Brooker Professor of Marketing in the Marshall School of Business at the University of Southern California. He is the immediate past editor of theJournal of Marketing. Dr. Stewart has authored or co-authored more than 200 publications and seven books. Shashi Matta (matta@marshall.usc.edu) is a doctoral candidate in marketing at the Marshal School of Business, University of Southern California. His research interests include branding, and services marketing. Shashi’s research has been published in theJournal of Consumer Research.     

Ethical Transparency and Economic Medicalization

This article introduces the concept of economic medicalization where non-medical problems are transformed into medical problems in order to achieve the objective of corporate shareholder wealth maximization. Following an overview of the differences in ethical norms applicable to medical ethics and business ethics, the economic medicalization of medical research practice and publication is examined in some detail. This motivates a general discussion of the problems involved in the ethical approval process for medical research that balances the interests of both business and government in the market for medical products and services.     

Price Run-up in Housing Markets,Access to Bank Lending and House Prices in Korea

This paper studies the causal relationship between house prices and the access to bank lending in Kangnam, the hottest submarket in Seoul and four ‘cold’ markets which have shown relatively modest price increases. In response to the rapid escalation of house prices in Seoul, primarily in Kangnam in recent years, the Korean government implemented a number of policies to stabilize house prices. In particular, it introduced more strict limits on loan-to-value ratio and debt-to-income ratio as part of the mortgage loan qualification process in order to restrict the availability of bank lending for the housing market. The short-run influence of the bank lending on the apartment prices is clearly present in ‘cold’ markets, while it is not in Kangnam, the ‘hot’ market, even though the long-run influence is stronger in Kangnam than in the other markets. This result holds for the entire sample period (1999–2006) as well as for the subperiods before and after the introduction of lending restrictions in August, 2005. It also holds for Kangnam and Kangbuk for an extended period of 1988 to 2006. Our results suggest that in the short run the lending restriction may cause a disruption in untargeted housing markets while it has little influence on the apartment prices in the targeted market. We also find that banks have adjusted the bank lending in response to changes in the house prices in Kangnam as well as in the other markets.     

Natural Resources and Internal Conflict

We present a model of conflict in which each group decides to claim the country’s income and invest in arms or to accept a group neutral allocation of income and not invest in arms. Apart from the usual cooperative or conflictual societies, their strategic choice can result in hierarchically stratified societies in which one group is dominant. We show how the presence and exploitation of certain types of resources matters for the occurrence of conflict or social hierarchical stratification and for the possible effects of trust manipulation. In particular we find that, first, robust (encompassing point and lootable) resource rich economies tend to be conflictual, plantation economies hierarchically stratified and diversified economies cooperative. Second, foreign intervention, aimed at changing the balance of power in the case of conflict, is most effective in robust and diffuse resource rich economies. Third, trust manipulation (as a means to counter conflict) is most effective in subsistence and diffuse resource rich economies. Throughout the article, we cite ample case study and econometric evidence to support our model.     

Co-Evolution: Law and Institutions in International Ethics Research

Despite the importance of the co-evolution approach in various branches of research, such as strategy, organisation theory, complexity, population ecology, technology and innovation (Lewin et al., 1999; March, 1991), co-evolution has been relatively neglected in international business and ethics research (Madhok and Phene, 2001). The purpose of this article is to show how co-evolution theory provides a theoretical framework within which some issues of ethics research are addressed. Our analysis is in the context of the contrasts between business systems (North, 1990), and in particular the distinction between informal systems and those systems where institutions are formalised in law. This complements the growing research on comparative corporate governance and capitalisms (Chandler and Hikino, 1990; Choi et al., 1999; Whitley, 1994). The synthesis of co-evolution and analysis of divergent institutional environments in ethics research can also complement the globalisation and MNE approaches to international business research.     

Empirical Evaluation of Fair Use Flat Rate Strategies for Mobile Internet

The fair use flat rate is a promising tariff concept for the mobile telecommunication industry. Similar to classical flat rates it allows unlimited usage at a fixed monthly fee. Contrary to classical flat rates it limits the access speed once a certain usage threshold is exceeded. Due to the current global roll-out of the LTE (Long Term Evolution) technology and the related economic changes for telecommunication providers, the application of fair use flat rates needs a reassessment. We therefore propose a simulation model to evaluate different pricing strategies and their contribution margin impact. The key input element of the model is provided by so-called discrete choice experiments that allow the estimation of customer preferences.     

An Approach to Security for Unstructured Big Data

Security of Big Data is a huge concern. In a broad sense, Big Data contains two types of data: structured and unstructured. Providing security to unstructured data is more difficult than providing security to structured data. In this paper, we have developed an approach to provide adequate security to unstructured data by considering types of data and their sensitivity levels. We have reviewed the different analytics methods of Big Data to build nodes of different types of data. Each type of data has been classified to provide adequate security and enhance the overhead of the security system. To provide security to a data node, and a security suite has been designed by incorporating different security algorithms. Those security algorithms collectively form a security suite which has been interfaced with the data node. Information on data sensitivity has been collected through a survey. We have shown through several experiments on multiple computer systems with varied configurations that data classification with respect to sensitivity levels enhances the performance of the system. The experimental results show how and in what amount the designed security suite reduces overhead and increases security simultaneously.     

The Integration of Mortgage and Capital Markets in Emerging Economies—Evidence from South Africa

Integration of the capital and mortgage markets is an important step in moving emerging countries toward full economic development. With data from South Africa, this research examines the incremental contribution of deregulation and the secondary mortgage market to the integration between the mortgage and capital markets. With deregulation occurring in the early 1980s, the results indicate that the two markets were fully integrated prior to 2001 when a secondary mortgage market was introduced in South Africa. However, we also find that the introduction of the secondary mortgage market has significantly reduced constraints on the supply of mortgage credit.