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.     

Barriers to employee rights: Gender,selection, and the labor process

This article applies a labor process analysis to the issue of employment rights in the particular context of gender inequality and unlawful discrimination in the recruitment process. It criticizes conventional perspectives on employee rights for their failure to examine critically managerial power and prerogative and its implications for gender inequality. The article outlines two particular labor process theories of gender divisions and inequality. In exploring the strengths and weaknesses of these more critical perspectives, the article highlights the analytical significance that they ascribe to power asymmetries in the labor process and labor market. Building on this perspective, the analysis then presents empirical data on gender discrimination in the selection practices of contemporary UK organizations. The research material reveals how gender discrimination can be reproduced, rationalized, and resisted. These empirical findings are theorized through a combined labor process analysis of power, knowledge, and identity in recruitment practices. We conclude that labor process analysis facilitates our understanding of the deep-seated barriers that continue to impede the protection of employee rights in workplace practices.     

The Delphi method, impeachment and terrorism: Accuracies of short-range forecasts for volatile world events

Two experiments examined the effects of iterated polling and feedback on prediction accuracy for volatile world events using the Delphi paradigm. In both experiments, participants predicted rapidly changing geopolitical events. The first experiment occurred during the litigation surrounding the Clinton/Lewinsky affair in 1998. Results indicated that feedback improved individual and group accuracy for predictions of whether an event would occur. These types of predictions derived from group consensus were approximately 90% accurate, which was significantly higher than the average individual participant's accuracy. Neither polling nor feedback had much effect on time course predictions. The second experiment occurred during the American military action against the Taliban regime in Afghanistan in 2001. In Experiment 2, participants were polled three times to determine if increasing the number of iterated polls would improve Delphi accuracy. The results showed that accuracy improved from the first to the second poll but not from the second to the third. The groups predicted whether these scenarios would occur with approximately 75% accuracy, which was significantly higher than the accuracy of any individual participant. Once again, the Delphi procedure did not enhance time course predictions in Experiment 2.     

All politics is local: The effect of fiscal and monetary constitutions on economic policy

The rules of behavior for the monetary authorities changed in 1933 and 1947 and the Fed temporarily changed its operating procedures in 1979, but these changes did not alter the fact that the monetary authorities serve as the agent of the fiscal authorities. On the fiscal side, a shift from a centralized process to one where Congress was composed of a set of individual entrepreneurs altered the fiscal focus from the national economy to one of localized interests. This change led to a more autoregressive and deficit-prone federal budget and changed the interaction between monetary and fiscal policy. It also elevated the status of monetary policy to the extent where financial markets react to every utterance from the monetary authorities.     

Women,unions, and social policy

We contend in this paper that the trade union role in social policy is expanding due to the debate on women's issues. The Centrale de l'enseignement du Québec is seen as a forerunner of this trend, with its policy positions on questions previously seen as personal. The method of promotion of these interests is also new, with caucusing and networking. The significance of these changes goes beyond unionized women workers and affects all women. Dr. Margaret Beattie is Professor adjoint at the Département de Service Social, Université de Sherbrooke, Quebec, Canada. Her most important publication is: Women and Factional Politics in a Teacher's Union, Atlantis: A Women's Studies Journal (Fall 1982).     

Sociology,risk and the environment: a material-semiotic approach

Abstract

Sociology has made significant contributions to the conceptualisation of risk and critique of technical risk analysis. It has, however, unintentionally reinforced the division of labour between the natural/technical and social sciences in risk analysis. This paper argues that the problem with conceptualisations of risk is not a misplaced emphasis on calculation. Rather, it is that we have not adequately dealt with ontological distinctions implicit in both sociological and technical work on risk between material or objective risks and our socially mediated understandings and interpretations of those risks. While acknowledging that risks are simultaneously social and technical, sociologists have not, in practice, provided the conceptual and methodological tools to apprehend risk in a less dualistic manner. This limits our ability both to analyse actors and processes outside the social domain and to explore the recursive relationships between risk calculus, social action and the material outcomes of risk. In response, this paper develops a material-semiotic conceptualisation of risk and provides an assessment of its relevance to more sociologically informed risk governance. It introduces the ideas of co-constitution, emergent entities and enactment as instruments for reconciling the material and social worlds in a sociological study of risk. It further illustrates the application of a material-semiotic approach using these concepts in the nuclear industry. In deconstructing social–material dualisms in the sociology of risk, this paper argues that a material-semiotic conceptualisation of risk enables both technical and social perspectives on risk not only to coexist but to collaborate, widening the scope for interdisciplinary research.     

Analysing job creation effects of scaling up infrastructure spending in South Africa

In a first for South Africa, this article draws on literature on infrastructure productivity to model dynamic economy-wide employment impacts of infrastructure investment funded with different fiscal tools. Using a dynamic computable general equilibrium model, the South African investment plan is modelled, given the infrastructure externality. Alternative fiscal scenarios to finance the policy are modelled in the article. In the long run, unemployment decreases for all types of workers under one of the scenarios. In the short run, only elementary occupation workers benefit from a decrease in unemployment; for the rest, unemployment rises.     

Portrayals of Minorities and Women in Super Bowl Advertising

Portrayals of women and minorities advertising have long been of interest to advertising scholars. While research has found that the overall representation of these groups has increased, some stereotypes persist, and so do questions about the quality and prominence of portrayals. This study examines portrayals of minorities and women in Super Bowl advertising, the main “pop culture” showcase for US advertising. A content analysis of 10 years of Super Bowl ads is conducted and a multinomial logit regression model is employed to delve deeper into the content analysis results. Findings show that while the overall representation of women and various minority groups is strong, a deeper analysis shows that these groups are seldom depicted as primary characters by themselves and that some subtle stereotypes persist. We also find that ads featuring female principal characters are more likely to feature home settings, sexual appeals, emotional messages, and music as a major element and that it is less likely for female (vs. male) celebrities to be used. Minority principal characters are more likely to be celebrities and be included in ads with music or for technical products but are less likely to be included in ads featuring corporate social responsibility messages.