The impact of product placement on TV-induced tourism: Korean TV dramas and Taiwanese viewers

This study examines of the ways in which Korean TV dramas affect Taiwanese consumers’ attitudes toward the locations where the dramas are filmed (onscreen locations). Previous studies have incorporated balance theory into product–character association models and have demonstrated that consumers tend to align their attitudes toward products with the valence of a character’s attitudes toward the products. Unlike previous studies, this article attempts to investigate the product–character association model in a cross-cultural setting where the ‘products’ considered are the onscreen locations. To account for the effect of similarity between Taiwanese culture and Korean culture, the concept of perceived cultural proximity is introduced into the balance-theory-based model. The results show that consumers’ parasocial relationships with a character and consumers’ attitudes toward the character are related to their attitudes toward the location. However, this relationship is significant only for those viewers with high perceived cultural proximity between Taiwan and Korea.     

Cognitive,affective, conative,and action loyalty: Testing the impact of inertia

Research increasingly emphasizes the significance of customer loyalty to a firm's success. In order to provide a clearer understanding of hotel customers’ loyalty-formation process, this study proposed and tested an extended Oliver's (1997) four-stage loyalty model by employing a multi-dimensional approach for each attitudinal loyalty stage while considering the moderating impact of inertia. The original model was slightly altered to improve its fit and predictive ability. Results from the structural model generally supported proposed paths among the variables in the model (cognitive, affective, and conative loyalty components and action loyalty) and verified the mediating roles of study variables in forming action loyalty. Further, findings from structural group comparisons using invariance tests indicated that the links from satisfaction to commitment and intention and from intention to action loyalty were stronger for the low inertia group, supporting the moderating role of inertia. Implications are discussed, and limitations of this study are briefly outlined.     

The effects of customers’ perceptions of brand personality in casual theme restaurants

Although existing studies recommend that restaurant chains develop and communicate salient brand personalities, no research to date provides empirical evidence that perceptions of unique brand personality by consumers lead to positive outcomes in the restaurant business. Therefore, using a sample of 336 adults, this research models the causal relationships between brand personality perceptions, brand preference, attitudinal loyalty, and positive word-of-mouth (W-O-M) behavior for the Olive Garden and Chili's restaurant chains. It was found that for both chains, brand personality perceptions have a positive effect on brand preference and attitudinal loyalty, brand preference has a positive impact on attitudinal loyalty, and attitudinal loyalty has a positive influence on positive word-of-mouth (W-O-M) communication. In addition, for the Olive Garden and Chili's brands, it was also found that there is a direct link between brand preference and word-of-mouth behavior.     

Hedonic pricing and the role of stud fees in the market for thoroughbred yearlings in Australia

Using data from one of Australia's largest thoroughbred auction houses, we investigate the price determinants of thoroughbred yearlings sold at auction. We include novel key variables to construct hedonic pricing models and examine the relative role of stud fees compared to the wide range of attributes in the pricing of yearlings. We find that the price effect of stud fees is influenced by the value buyers place on both the characteristics of sires and the characteristics of sire side siblings. The findings imply that the quality of dams a sire has been matched within the breeding market has consequential effects on yearling prices through the sire's stud fee and progeny.     

Specialization,diversification, and productivity: a panel data analysis of rice farms in Korea

This article examines the microeconomics of productivity associated with specialization/diversification in production activities, with an application to Korean rice farms. Korean rice farms tend to be very small and highly specialized. Our analysis examines the productivity effects associated with both farm size and farm specialization/diversification in Korean agriculture. Relying on farm‐level panel data, the analysis studies farm productivity in a multi‐input multi‐output context, accounting not only for changes in inputs and technical change in rice production, but also for the role of diversification in the production of other crops in current and previous periods. We find positive but small productivity gains from farm diversification. These gains come mostly from complementarity effects across farm outputs, with minimal effect of scale economies. The positive complementarity effects work against nonconvexity effects, which provide strong productivity incentives for rice farms to specialize.     

Economic design of one-sided screening procedures based on a correlated variable with all parameters unknown

Summary Economic design of one-sided screening procedures for improving outgoing product quality based on a screening variable is considered for the case with all parameters unknown. It is assumed that the performance and screening variables are jointly normally distributed and that costs are incurred by screening inspection, acceptance of an imperfect item, and disposition of a rejected one. A method for finding optimal cutoff value based on the predictive distribution is presented.     

Economic Effect of Zoning Regulations on Korea's Small and Medium‐Sized Retailers*

In this paper, we investigated the economic effects of zoning regulations on the retail industry in Korea. We estimated the changes in the number of sales for retail stores using a panel regression analysis for stores in traditional markets. This analysis was conducted to examine the benefit of zoning regulations on retail stores. Our results show that the zoning regulations (called Traditional Commercial Activity Protection Zones) have contributed to an improvement in the actual business performance of small independent retailers. We found that the amount of sales for each store clearly increased on average in the areas designated as Traditional Commercial Activity Protection Zones where there was no market entry of mega supermarket chains (called SSM in Korea). We also present evidence that the effects of this policy differ geographically: the effects were stronger for small and medium cities than for large metropolitan cities. These results suggest that zoning regulations enacted by the government to protect traditional markets and small retailers should also consider regional differences when assessing policy effectiveness.     

Aging Workforce,Firm Productivity and Labor Costs in Korea: Are Older Workers Costly to Firms?

Are older workers costly to firms? This study aims to investigate the relationship between an aging workforce on firm productivity and labor costs using a unique Korean firm‐level panel dataset (WPS) covering the period from 2007 to 2011. The primary results show no evidence of a negative relationship between the proportion of older workers and firm productivity, and no significant relationship between the proportion of older workers and labor costs. In addition, the findings of this study implies that failure to account for unobserved firm heterogeneity and endogeneity of changes in age structure biases the results toward finding a correlation between the age structure of workers and firm productivity and labor costs. Consequently, there is a tendency to underestimate the true value of older workers for firms.     

Forecast of realized covariance matrix based on asymptotic distribution of the LU decomposition with an application for balancing minimum variance portfolio

We derive the asymptotic distribution for the LU decomposition, that is, the Cholesky decomposition, of realized covariance matrix. Distributional properties are combined with an existing generalized heterogeneous autoregressive (GHAR) method for forecasting realized covariance matrix, which will be referred to as a generalized HARQ (GHARQ) method. An out-of-sample forecast comparison of a real data set shows that the proposed GHARQ method outperforms other existing methods in terms of optimizing the variances of portfolios.     

The Relationships of On-Site Film-Tourism Experiences,Satisfaction, and Behavioral Intentions: The Case of Asian Audience's Responses to a Korean Historical TV Drama

Despite the growing interest in film-tourism research, little research has explored the extent to which on-site film-tourism experiences influence tourist satisfaction and post-visit behavioral intentions. Within the context of Asian audience's responses to a Korean historical TV drama, Daejanggeum, this article adopted a structured quantitative survey instrument. Exploratory factor analysis identified three salient dimensions to represent the on-site film-tourism experiences: Novelty and Prestige, Beyond Screen Experience and Re-enactment, and Intimacy and Memory. The on-site film-tourism experiences had a significant influence on satisfaction, re-visit intention, and intention to recommend. Novelty and Prestige had the strongest direct effect on satisfaction and intention to recommend, whereas Intimacy and Memory was the main vehicle to influence film tourists' re-visit intention.