Dischord and Dissonance in the Leisure Studies Polyphony: A Response to Fox and Klaiber

This study examines females' participation in the male-dominated sport of motorcycling. Group interviews with female motorcyclists explore the meaning of this leisure activity in their lives and various factors that facilitate their participation. A grounded-theory approach reveals five sources of empowerment that women gain by participating in motorcycling. This study demonstrates the role facilitators play in creating and cultivating sources of empowerment. It also exposes how feelings of guilt, vulnerability, and concern about societal images can undermine women's feelings of empowerment. “Girl power” represents women's attempts to redefine femininity in a way that embraces the positive aspects of both femininity and masculinity and resists negative stereotypes that restrict women's choices of leisure pursuits.     

Cause-Relating Marketing: The Effects of Purchase Quantity and Firm Donation Amount on Consumer Inferences and Participation Intentions

A conceptual model for a cause-related marketing (CRM) campaign, which examines the effects of purchase quantity and firm donation amount on consumer perceptions of the firm (i.e., firm motive and corporate social responsibility) and participation intentions, is developed and tested in three separate studies. In Study 1, we find the positive effect of firm donation amount on participation intentions was fully mediated by consumer inferences about the firm and the negative effect of purchase quantity on participation intentions was only partially mediated by these inferences. In Study 2, and consistent with the persuasion knowledge model, we demonstrate that the effects of purchase quantity on firm inferences and subsequent participation intentions are moderated by consumer participation effort where higher participation requirements (e.g., mail-in proof-of-purchase) yield more negative purchase quantity effects. We extend the model in Study 3 to incorporate multiple exchange mechanisms and find that although purchase quantity does affect participation intentions by social exchange, the effects of purchase quantity are primarily the result of the economic exchange. Recommendations for the design of cause-related marketing campaigns and for future research are discussed.     

Measuring Vertical Specialization: The Case of China

The explosive growth of Chinese trade may be due to international production fragmentation, but few have assessed these phenomena together, in part, because it is difficult to measure the vertical specialization (VS) of China's trade. Unique features of China's processing trade cause both identification of imported inputs and their allocation across sectors to vary by trade regime. This paper estimates the VS of Chinese merchandise exports, addressing these two challenges. A new method to identify Chinese imported inputs is developed, and used to calculate VS by sector and destination. VS estimates based on the official Chinese input–output table are contrasted with those based on a split table, capturing processing and normal exports separately. Last, the paper tests whether Chinese “export sophistication” can be explained by VS.     

Challenges for the boundaryless career odyssey

The boundaryless career, which challenges the assumptions of the traditional hierarchical career, has proved to be a remarkably popular and influential concept. However, we argue that it remains theoretically and empirically undeveloped, which limits its explanatory potential. We draw on some New Zealand empirical research highlighting the issue of who gets studied. Focusing on women's career experience, local ethnic groups and collective cultures we argue that these experiences represent a challenge to boundaryless career theory. Some of the theoretical assumptions on which boundaryless careers have been built are also interrogated: freedom from boundaries, individual volition and minimal influences from societal structures. We conclude that the boundaryless career story/odyssey is in danger of becoming a narrow career theory applicable only to the minority, if there is no engagement with theoretical and empirical critiques.     

Lexical interference in semantic processing of simple words: Implications for brand names

This study provides evidence for a Stroop‐like interference effect in word recognition. Based on phonologic and semantic properties of simple words, participants who performed a same/different wordrecognition task exhibited a significant response latency increase when word pairs (e.g., poll–rod) featured a comparison word (poll) that was a homonym of a synonym (pole) of the target word (rod). These results support a parallel‐processing framework of lexical decision making, in which activation of the pathways to word recognition may occur at different levels automatically and in parallel. A subset of simple words that are also brand names was examined and exhibited this same interference. Implications for word‐recognition theory and practical implications for strategic marketing are discussed. © 2005 Wiley Periodicals, Inc.     

The Development of a Process for Evaluating Marketing Sponsorships

Despite the increasing resources being allocated from marketing budgets to sponsorship, effective evaluation is relatively rare, and sponsorship evaluation methods are often proprietary in nature. This paper reports on a research project designed to develop a process model for evaluating sponsorships. An initial version was conceived from agency theory, the evaluation literature, and sponsorship writings. This draft was then assessed by sponsorship experts during a series of 14 in‐depth interviews. Based on these analyses, a final version of the process model was proposed. The revised version was then adopted to evaluate—as a demonstrative example—a specific sponsorship. Results of this case and recommendations for future research and practice in sponsorship evaluation are presented. Copyright © 2011 ASAC. Published by John Wiley & Sons, Ltd.     

A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates

A measure of consumers’ attitude toward private label brands is developed, and its psychometric properties are assessed. Predictions are then tested regarding relationships between private label attitude and (1) latent perceptual and sales promotion constructs, and (2) purchase behaviors measured in a field setting. The measure is positively related to value consciousness, deal proneness, and smart-shopper self-perceptions, and negatively related to the propensity to be brand loyal and hold price-quality perceptions. Predictive validity of the private label measure is supported by a positive relationship with private label purchases from a grocery store shopping trip. Despite a positive relationship between the latent constructs of private label attitude and deal proneness, the consumer segment that allocated a high percentage of total purchases to private label products made fewer purchases on sale or with a coupon. These findings suggest that consumers may choose between price-related deals and private label purchases. Scot Burton is professor and Wal-Mart chairholder in the Department of Marketing and Transportation at the University of Arkansas. His research interests include public policy and consumer welfare concerns, consumer price and promotion perceptions, and survey research measurement issues. His work has been published in theJournal of Marketing, theJournal of Marketing Research, theJournal of Consumer Research, theJournal of the Academy of Marketing Science, Public Opinion Quarterly, theJournal of Applied Psychology, and others. Donald R. Lichtenstein is a professor in the Department of Maketing at the University of Colorado. His research interests include consumer processing of price and sales promotion information and consumer welfare issues related to marketplace choice. His work has been published in theJournal of Marketing, theJournal of Marketing Research, theJournal of Consumer Research, and others. Richard G. Netemeyer is a professor in the Department of Marketing, E. J. Ourso College of Business Administration at Louisiana State University (LSU). He received his Ph.D. in business administration from the University of South Carolina in 1986. Since then, he has been a member of the marketing faculty at LSU. His research interests include measurement and scaling, public policy, maladaptive behaviors, and consumer behavior in general. His research has been published in theJournal of Consumer Research, theJournal of Marketing Research, theJournal of Marketing, theJournal of Applied Psychology, theJournal of Public Policy & Marketing, and others. He is also a member of the editorial review boards of theJournal of Consumer Research and theJournal of Public Policy & Marketing. Judith A. Garretson is a Ph. D. candidate in the Department of Marketing and Transportation at the University of Arkansas. Her research interests include promotion issues and public policy and consumer welfare. her work has appeared in theJournal of Public Policy & Marketing, theJournal of Professional Services Marketing, and proceedings of the American Marketing Association and Association for Consumer Research.     

An examination of the effects of rescue workers meaning transfer,attitudes and subjective norms towards being voluntarily involved in civic activities on civic engagement intention

The present investigation used the transfer‐meaning model to assess the influence of rescue workers meaning after a major catastrophic event. Specifically, we examined the influence of rescue workers meaning on subjective norms and attitudes towards being voluntarily involved in civic activities and the influence of these on online and offline civic engagement intention. 300 Mexican undergraduate and graduate students completed a battery of questionnaires assessing meaning transfer, subjective norms, attitudes and behavioural intentions towards offline and online civic engagement. Results showed a significant positive effect of rescue workers meaning on subjective norms and attitude towards being voluntarily involved in civic activities. In addition, subjective norms and attitudes were significant antecedents of offline and online civic participation intention. The theoretical and managerial implications of our results were discussed.     

Translating satisfaction determination from health care to the automotive industry

This study is based on the case of BMW, and aims to improve the determination of perceived consumer satisfaction in the automotive industry by transferring existing knowledge from the health care sector. A literature analysis of the health care sector and the automotive industry was conducted to identify the common concepts of determining satisfaction. These were the service encounter, situational factors, and sociodemographics. The practical application was tested by analyzing a contemporary survey from BMW. Based on the findings, managers responsible for customer satisfaction in after-sales services in the automotive industry could improve measurement of customer satisfaction.