Effects of fear appeal format and consumer personality on ad processing and persuasion: A preliminary analysis

This paper investigates how communication format and consumer personality impact processing and persuasion within a fear appeal context. By altering the sequence of threats and recommendations contained within a fear appeal, two format conditions were created: a balanced format (a repeating sequence of a single threat followed by a single recommendation) and a traditional format (multiple threats followed by multiple recommendations). Using the repression-sensitization scale, subjects were classified as either sensitizers (those who cope by extensive thought) or repressors (those who cope by avoidance or denial). Under a balanced format condition, sensitizers produced more support arguments and fewer counterarguments and reported greater behavioral intentions to comply with message recommendations.     

How cultural branding,story-telling,and personification can save the iconic Australian koala

This article addresses the question as to why such a much loved and iconic Australian animal—the koala—has long been headed on a trajectory of extinction; primarily due to a lack of public concern and political will. Despite the affectionate regard in which they are held, koalas remain out of sight and out of mind for most Australians. However, the widely publicized catastrophic Australian bushfire season of 2019–2020 is a rare and illuminating case in which public support for koala welfare was stimulated by significant national and international media attention. The primary problem facing koala conservation was thrown into sharp relief—the need to proactively protect them from human activities destroying their habitat. This article explores how a marketer-lead intervention, employing cultural branding, story-telling, and personification, could potentially motivate the public to apply pressure at all levels of government to proactively protect the koala's habitat and grow their numbers. This solution is grounded in an awareness of several issues likely to impact its success, including: (1) the koala's biology and behavior, (2) uncertainty around koala population numbers, (3) the emergence of the koala as an (inter)national) icon, (4) the Australian 2019–2020 bushfire emergency, (5) postfire complacency, (6) Lewis and other koala stories, (7) acknowledging competing interests, and (8) taking learnings forward. Finally, the proposed campaign centers on forging emotional links between the koala and consumers, which are likely to positively impact consumers' attitudes, information processing and memory functions associated with messages highlighting the need to preserve the koala's habitat.     

Linking international adaptation strategy,immigrant effect,and performance: The case of home–host and cross-market scenario

Previous studies suggest that a proper fit between business strategy and human resource management can enhance a firm's financial performance. Building on prior findings, this study proposes that an ideal match could occur on the choice of international adaptation strategy and immigrant effect (IE). This match would have a significant effect on firms’ financial performance. The proposed framework is examined using the experience of 121 firms operating across the Greater China region in the home–host and cross-market scenarios. It is found that the extent of adaptation strategy is positively associated with the choice of IE in both home–host and cross-market scenarios and that IE has significant direct and indirect effects on market share and profitability in the cross-market scenario. This study proposes a new strategy–human resource management-performance framework. The findings established provide some implications for researchers and managers.     

Perceived resource deficiency and internationalization of small- and medium-sized firms

It is documented in the literature that resource deficiency constitutes a barrier to firms’ internationalization. However, small- and medium-sized firms' (SMEs) perceptual barriers to internationalization have received little attention. By highlighting the importance of managerial perceptions in strategic decisions and integrating the resource-based view and the technology acceptance model, this study examines the role of perceived resource deficiency in SMEs’ internationalization. The major finding of this study suggests that perceived resource deficiency in knowledge-based resources constitutes a major perceptual barrier to SMEs’ internationalization. Particularly, perceived resource deficiency in knowledge-based resources has more negative impact on internationalization than does that in other firm-specific resources.     

Entrepreneurial networks: A Triple Helix approach for brokering human and social capital

Through utilising currently available Internet technologies, academic and governmental organisations can provide seedling companies in their incubators with additional competitive advantage through efficient access to markets, partners, knowledge and services both locally and globally. This paper proposes a Triple Helix approach for brokering social and human capital based on the skills brokerage business model. The skills brokerage business model is primarily suited for individuals and firms operating in localised settings. However, by using information and communication technologies, it is also possible to apply the model internationally for firms that need strategic partnerships in countries or regions other than their own. Coupled with the Triple Helix of university–government–industry interactions, it can propel innovation and the commercialisation of it beyond traditional boundaries of geography, such as the region and nation state. The paper also presents an Internet-based service that could be used to facilitate the brokerage process among the firms and people with relevant expertise and resources, and it discusses the implications this would have for a number of stakeholders, such as entrepreneurs, established businesses, service providers and business support organisations. This is still an emerging area and several themes for future research will be highlighted.     

Social Responsibility Climate as a Double-Edged Sword: How Employee-Perceived Social Responsibility Climate Shapes the Meaning of Their Voluntary Work?

Given the preponderance of corporate social responsibility initiatives across the corporate landscape and the correspondingly escalating demand for volunteers who participate in these initiatives, a need exists to better understand how to effectively motivate their voluntary engagement with tasks. Against this backdrop, this study argues the need to enhance their volunteer work meanings. We hypothesize that pride in volunteer work and volunteering as a calling are determinants of perceptions of the meaningfulness of volunteer work. In addition, we reveal that an organization’s social responsibility climate (SRC) is a key moderator in these relationships. Interestingly, an SRC is a double-edged sword such that it strengthens the relationship between meaning and pride, yet weakens the relationship between meaning and calling. Findings are discussed, along with managerial implications and future research directions.     

Consumer Motivation for Reward Pursuit: A Culture-Based and Progress-Based Model of Loyalty Program Effectiveness

Aided by the exponential rate of globalization and digitalization, reward or loyalty programs (LPs) have attained global reach. Paradoxically, however, dropout rates of LPs have averaged over 75%. This disconcerting statistic, coupled with the lack of culture-specific insights in the literature, points to a research area of great theoretical and practical importance. To address the aforementioned issues, we develop a culture-based and progress-based model of consumer motivation that is especially applicable to LP members. Drawing on cross-cultural literature and goal pursuit theory, our research enriches a field that is inherently global in nature. Through a series of research propositions that elucidate how Western individualist (vs. Eastern collectivist) consumers are differentially motivated to pursue LP rewards, we advance theoretical understanding of reward-induced behavior across cultures and offer useful insights for global managers of LPs.     

The Advertising Association's Index of Press Cover Prices

This paper examines the differences between American young consumers and their Korean counterparts’ interests in accepting SMS advertising via their mobile phones. The appeal of using the mobile phone as an advertising medium is its accessibility because it can pinpoint the locations of mobile phone users. The results of the study provide preliminary evidence that consumers’ attitudes and beliefs do have significant positive relationships with intentions to opt in to the new medium. The theoretical model for the study is based on employing the theory of reasoned action as the underlying structure to operationalise the conceptual constructs proposed in the diffusion theory. The study identifies the potential of a new research domain in advertising, presents a conceptual framework for its examination and suggests the importance of constructs under study.     

Do the magnitude and asymmetry of specific asset investments matter in the supplier–buyer relationship?

Abstract

Despite a body of literature on specific asset investments, the extant literature falls short of exploring the magnitude and symmetry of specific asset investments in supplier–buyer relationships. This paper builds on prior research to identify and examine the impact of total and asymmetric specific asset investments on commitment, trust, and conflict in supplier–buyer relationships. Covariance structure analysis is used to analyse survey data. The results show that total SAI are positively related to commitment and trust, while asymmetric SAI are negatively related to trust and positively related to conflict in supplier–buyer relationships. Decision-making uncertainty affects trust, commitment, and conflict more than any other variables. Therefore, firms should work to strengthen their relationships by increasing the magnitude of specific asset investments with the aim of increasing trust and commitment. We also discuss the limitations of this study and suggestions for future research.