Validation of a Fashion Brand Image Scale Capturing Cognitive,Sensory, and Affective Associations: Testing Its Role in an Extended Brand Equity Model

This research validated a new 16‐item brand image scale that captures cognitive, sensory, and affective dimensions (i.e., mystery, sensuality, intimacy) of tangible and intangible attributes of fashion brands. Three studies were conducted to develop a holistic, yet parsimonious, fashion brand image measure. The initial subthemes of brand image and representative items were based on a review of scholarly literature and industry‐based information and on interview findings. Reliability and validity of the new scale were confirmed using data from 218 college students and a national sample of 2,373 respondents. Convergent and discriminant validity were supported through confirmatory factor analysis. Nomological validity was supported through testing a structural model containing the three brand image dimensions, Roberts’ ( 2005 ) lovemarks experience, and brand equity variables. The new brand image scale is different from existing scales because it incorporates Roberts’ industry‐based perspective, including more comprehensive sensory and affective dimensions than found in past brand image scales. This study provides support for Roberts' lovemarks model and the contributors to brand equity, which has implications for theory and for marketing firms that endeavor to build an effective fashion brand image.     

Capabilities, Proactive CSR and Financial Performance in SMEs: Empirical Evidence from an Australian Manufacturing Industry Sector

Proactive corporate social responsibility (CSR) involves business strategies and practices adopted voluntarily by firms that go beyond regulatory requirements in order to manage their social responsibilities, and thereby contribute broadly and positively to society. Proactive CSR has been less researched in small and medium enterprises (SMEs) compared to large firms; and, whether SMEs are ideally placed to gain competitive advantage through such activity therefore remains a point of debate. This study examines empirically the association between three specified capabilities (shared vision, stakeholder management and strategic proactivity), proactive CSR and financial performance in SMEs. Using quantitative data collected from a sample of 171 SMEs in the machinery and equipment sector of the Australian manufacturing industry, we find that all specified capabilities are positively associated with adoption of proactive CSR by SMEs, and that proactive CSR is, in turn, associated with an improvement in firm financial performance. Evidence of a fully mediating role for proactive CSR on the association between capabilities and financial performance presented in this study aligns with RBV theory that suggests adoption of value-creating strategies that make the most effective use of a firm’s capabilities is essential to financial success. The study contributes to the CSR literature by demonstrating a case for SMEs being able to maximise financial returns whilst proactively making progress towards CSR.     

Robertson's model: a framework for exploration of World War II conservation consumption policy influence on fashion in the US

This paper studies pertinent materials related to the conservation of textile apparel and textile‐related natural resources that appeared in poster campaign communications published during the Second World War in the US. An examination of World War II poster campaign communications conveying the need for conservation efforts and rationing as communicated to consumers infers the historical context of the era. These poster campaign communications asked consumers to utilize fully of limited resources while maintaining a sense of individuality and trend‐setting creativity and fashion. World War II shortages and allocations influenced fashion innovations in women's apparel in the US. This paper provides a retrospective examination of innovative trends and the various conservation themes associated with women's fashion identify themes used to influence and to inspire Americans to reuse and recycle in support of the war effort. At no other time in history was voluntary textile conservation as prevalent in mainstream American culture as it was during the 1940s. Content analysis reveals reoccurring themes that appeared in the advertisements developed by the War Advertising Council in the 1940s and used in their poster campaign advertisements. Themes and conservation activities identified in their poster campaign communications included

• ? ‘America's New Role as Fashion Arbiters’;
• ? ‘Conserve Time, Money, Materials for National Defense Program’;
• ? ‘War Production Board General Limitations Order L‐85 – Fabric Conservation on Silhouette Dimensions’;
• ? ‘Fashion for Victory’;
• ? ‘Beauty in Peace and War’;
• ? ‘Fabric Conservation’;
• ? ‘Teaching Consumers How to Conserve’;
• ? ‘You're In the War Too’;
• ? ‘Wearing Clothes More’;
• ? ‘Changing Materials for War [Nylon]’.

In addition, print communications were categorized according to Robertson's adoption process model. This study found evidence that supports that Robertson's adoption process model was a useful tool in studying these poster campaign communications relative to Robertson's decision‐making process.     

Partner nationality, market-focus and IJV performance: A contingent approach

This study examines how Taiwanese firms engaging in various types of international joint ventures (IJVs) have performed in China, and how different types of market-focus affect IJVs’ performance. Based on the IJV classification scheme suggested by [Makino S., & Beamish P. W. (1998). Performance and survival of joint ventures with non-conventional ownership structures. Journal of International Business Studies, 29(4): 797–818], this study outlines and examines three categories of IJVs, according to partner nationality: Taiwan-Taiwan (T-T) JVs, Taiwan-Local (T-L) (China) JVs, and Taiwan-Foreign (T-F) (third-country) JVs. We propose two hypotheses, with associated sub-hypotheses, to examine the major effects of partner nationality on performance, as well as the moderating effects of local market-focus on the relationship between partner nationality and performance. Through the analysis of 236 Taiwanese JVs in China, we find that (1) T-L JVs perform better than T-T JVs and T-F JVs; (2) T-L JVs focusing on the local market do not perform better than those focusing on foreign markets; and (3) T-F JVs focusing on foreign markets perform better than those focusing on the local market.     

Business Ethics and E-learning: A contradiction in terms?

In seeking to stimulate the ethical awarenessof first year undergraduates on business andpublic sector courses, the potentialcontribution of e-learning should not beunderestimated. While ethics is traditionallyassociated with more discursive approaches,initially there is much to be gained fromproviding students with an interactiveelectronic facility which they can use at theirconvenience. If designed with due regard to thelimitations of educational technology andmodest aims, it can help students to becomemore ethically aware by familiarising them withthe language and concepts of ethical discourseand to acquire the skills needed to evaluatesituations from an ethical perspective.At Sheffield Hallam University, such afacility, based on the principles ofprogression and interactivity, is beingdeveloped within an action research framework.Involving close collaboration between tutors,those with relevant technical expertise andstudent volunteers, representing the interestsof potential users, all concerned are committedto enhancing the quality and rigour of thefirst year student learning experience.The challenges faced have included workingwithin the constraints imposed by the softwareplatform, Blackboard 5, and ensuring that thefacility is genuinely interactive rather thansimply the replication of a paper based system;is user friendly; enhances learning andencourages users to build on the foundationslaid. While face-to-face tuition must remain akey element in helping undergraduates becomemore aware of the ethical dimension of businesslife in its broadest sense, the projectdemonstrates that business ethics ande-learning are not a contradiction in terms.     

Elicitation of irrigators' risk preferences from observed behaviour

Water trading in the Murray–Darling Basin of Australia has developed to the point where it is a common adaptation tool used by irrigators, making it an apt case study to elicit the marginal value of irrigation water and irrigators' risk preferences in two key industries with differing levels of water dependence. Our data come from large‐scale and representative surveys of irrigated broadacre and horticultural farms in the Murray–Darling Basin over a 6‐year period. The marginal contribution of irrigation water to profit is estimated at $547 and $61/ML on average in horticulture and broadacre, respectively. Horticultural irrigators are found to be averse to the risk of large losses (downside risk) while broadacre irrigators are averse to the variability (variance) of profit.     

Economic Effects of Taxing Different Organizational Forms under the Nordic Dual Income Tax

This paper analyzes the economic effects of income splitting rules for closely held corporations and sole proprietorships/partnerships under the Nordic dual income tax. Income is split by imputing a return to capital, but the methods used for this differ between the Nordic countries. With a few notable exceptions, income splitting does well in the sense that the cost of capital is approximately the same in closely and widely held corporations. The special tax rules for sole proprietorships/partnerships manage to neutralize the impact of the high labor income tax on the cost of capital.