Do online discounts and free gifts damage brand image of service? The moderating role of promotion-proneness

The present paper outlines a study based on an experimental design that investigated the effect of online price discounts and free gifts on consumers’ evaluation of the brand, in the context of an airline. The study also analyzed whether promotion-proneness exercises a moderating effect on this relationship. It was found that discounts generate a more positive brand image than free gifts among promotion-prone users, while for less promotion-prone individuals, the opposite is true. The results will help managers to select the most appropriate online sales promotion type for reaching different consumer groups, depending on their promotion-proneness, in line with the needs and objectives of the service firm.     

Client focus in regulatory agencies

Abstract

‘Client focus’ seems like a counter-intuitive notion for regulatory agencies, whose job is to compel people to comply with government requirements. Yet it is becoming the catchphrase for many regulatory authorities. This article puts forward an argument, based on social exchange and regulatory theory, that a client-focused approach is not only compatible with a regulatory role, but also actually facilitates it. It recognizes that most people's propensity to comply is a function of factors other than the fear of punishment, such as their intrinsic or normative motivations and their ability to do what is required. It also assists in delineation and understanding of the proportion of regulatees who opportunistically avoid their obligations. The article advances a broader model of social exchange between regulators and regulatees.     

Discussion of “The impact of product market competition on the quantity and quality of voluntary disclosures”

Li (2010, this issue) examines how product market competition affects voluntary disclosure by firms. Using several competition proxies, she finds that both the competitive threat from potential entrants into an industry and from existing rivals affect the quantity and accuracy of voluntary profit and investment forecasts by firms in that industry. However, the study’s findings are inconclusive mainly because each competition proxy used can reflect both types of competitive threat. The focus of my discussion is to provide some comments and suggestions for future researchers to consider in examining how the nature of product market competition affects voluntary firm disclosure.     

The two-fund separation theorem revisited

This paper resolves two issues regarding the traditional capital asset pricing model with one risk-free asset which seem to have been overlooked in the literature. First, it provides an elementary and complete proof of the two-fund separation theorem which accounts for the fact that asset demand may become undefined if the limiting slopes of the investor’s indifference curves are finite. Second, it shows that an additional limiting condition on investors’ risk aversions is generally necessary to guarantee existence of an equilibrium. Moreover, a generalized existence result is formulated which includes investors who in equilibrium may not invest in risky assets and a simple condition ensuring positive equilibrium asset prices is given.