Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory

Co-branded advertising, where advertisements feature two partnered brands from different categories, should ideally benefit both brands. We test this assertion by studying the effect of featuring a second brand in advertisements on ad and brand name memorability, and the role of category context on which brand is recalled. Our test covers online display advertisements for consumer-packaged brands paired with charity and retailer brands in three markets (USA, UK, and Australia). Independent sample comparisons across 54 brand pairs show that advertising two brands has a neutral effect on ad memorability and negative effect on brand memorability. Furthermore, the advertisement’s category context determines which of the brands is recalled. Our findings support a competitive interference theory of dual-brand processing, whereby the two brands compete for attention resources. The results have implications for the return on investment from advertising expenditure, which will vary substantively depending on whether the costs of advertising are shared or borne by one brand in the pair.     

Correction to: Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory

Marketing Letters - The article Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory, written by Cathy Nguyen, Jenni Romaniuk, Margaret...     

Supporters’ Perceptions of Benefits Delivered by Different Charity Activities

Donating time and money are traditional ways individuals support charities. Other support activities include buying charity products, attending events, or sponsoring others. The proliferation of activities means that charity marketers often face difficult decisions when designing a portfolio of support-generating activities. This research draws on the social exchange theory to examine 11 charity-support activities from the supporter’s perspective. Drawing on Australian data from a survey of 248 supporters of a wide range of charities, we use correspondence analysis to map each activity against four benefit dimensions (material, social, expressive, and personal commitment). We quantify overall supporter perceptions of benefits delivered by engaging in each activity and use multinomial logistic regression to identify how past experience can shape perceptions of activities. We discuss academic and managerial implications, including whether or not specific attributes are more useful to recruit or to retain supporters.     

International Cartel Enforcement: Lessons from the 1990s

The enforcement record of the 1990s has demonstrated that international private cartels are neither relics of the past nor do they always fall quickly under the weight of their own incentive problems. Of a sample of forty cartels prosecuted by the United States and European Inion in the 1990s, twenty‐four cartels lasted at least four years. And for the twenty of the cartels in this sample where sales data are available, the annual worldwide sales in the affected products exceeded US$30 billion. Prevailing national competition policies are oriented towards addressing harm done in domestic markets, and in some cases merely prohibit cartels without taking strong enforcement measures. In this paper we propose a sequence of reforms to national policies and to international cooperation that will strengthen the deterrents against international cartels. Furthermore, aggressive prosecution of cartels must be complemented by vigilance in other areas of competition policy. If not, firms will respond to the enhanced deterrents to cartelisation by merging or by taking other measures that lessen competitive pressures.     

Caterpillar’s Interactions with Piracicaba,Brazil: A Community-based Analysis of CSR

This study examines how Caterpillar Brasil Limitada, located in the city of Piracicaba, Brazil, expanded its concept of social responsibility over a 30-year period. It first provides a contextual overview of Piracicaba within the agro-industrialized interior region of São Paulo State. It then traces the history of the firm from its initial installation in the city. While Caterpillar maintained a distant relationship with the Piracicaba community for many years, it later realized the importance of becoming involved in city development. The community-based effort led by Caterpillar to elaborate and carry out a sustainable development plan for the city is a notable example of how a firm can encourage civil participation and offer strategic planning know-how to civil-society organizations. Finally, the study analyses some of the problems Caterpillar encountered and stresses the importance of developing open democratic channels and continued civil participation in joint partnerships between business and civil society.     

Relationship, Contribution, and Resource Constrains: Determinants of Distributive Justice in Individual Preferences and Negotiated Agreements

This laboratory study investigated the impact of relationship, relative levels of perceived contribution, and resource constraints on individuals' allocation preferences and dyads' negotiated allocations. Dyads of female undergraduates – either strangers or roommates – were given performance feedback that one member produced the majority of the resources available to the dyad; the members of the dyad faced relatively scarce or abundant resources. Subjects indicated their individual allocation preferences and then negotiated the distribution of resources as a pair. Results indicate that all three factors are important predictors of the norms of distributive justice met by the individually preferred and dyadically negotiated allocations. Results also suggest that the degree of agreement between the norms implied by individually preferred allocations and dyadic agreements affect strangers' satisfaction with outcomes to a greater extent than roommates'.     

Trust or Not?

In recent press there have been various reports alluding to the conduct of foreigners in China.These have ranged from the disgraceful and unseemly,notably the behaviour of a British man who drunkly molested a Chinese girl,to the frivolous,best illustrated in the antics of a rude Russian cellist refusing to move his feet on a train - something that bewilderingly received nationwide coverage in a country the size of a continent.