Exploring the customer's intention to switch firms: The role of customer‐related antecedents

This study examined the customer‐related antecedents of the customer's intention to switch firms. Customer citizenship behavior was a key element in this study. Scholars have extensively studied the antecedents of customer citizenship behavior. However, the way that customer citizenship behavior relates to other attitudinal variables and the intention to switch has scarcely been analyzed. The proposed hypotheses were verified using partial least squares variance‐based structural equation modeling applied to 947 users of beauty care service firms in five countries. The results suggest that customer citizenship behavior is an antecedent of satisfaction, trust, and attitudinal loyalty. Two of these variables influence customers’ intentions to abandon relationships with the service provider. The implications of these findings enhance managers’ and scholars’ understanding of the determinants of customers’ intentions to switch firms.     

Determinants of corporate social responsibility and business ethics education in Spanish universities

The current economic crisis, unsustainable growth, and financial scandals invite reflection on the role of universities in professional training, particularly those who have to manage businesses. This study analyzes the main factors that might determine the extent to which Spanish organizational management educators use corporate social responsibility (CSR) or business ethics stand‐alone subjects to equip students with alternative views on business. A web content analysis and non‐parametric mean comparison statistics of the curricula of undergraduate degrees in all universities in Spain were conducted. The main conclusion of this paper is related to the Bologna effect in Spanish universities. Comparing our results with prior research in this matter, it is demonstrated that the main reason that explains the increase of CSR and ethical education in Spain is the Bologna process and its adaptation to the European Higher Education Area. Also, private universities in Spain are more likely to require an ethics course than public universities. Other factors, such as size, political orientation, or related to CSR chairs are not statistically explanatory of CSR and ethical education.     

Effects of hiring former employees of multinationals in the absorptive capacity of local firms

The attraction of foreign direct investment seeks, among other things, to increase the productivity of local companies through knowledge spillovers. However, the empirical evidence in this regard is contradictory. One influential factor is the absorptive capacity of the local companies. This article analyzes the effect of the presence of former employees of multinational corporations as employees of local companies, on the absorptive capacity of said companies. The study was done in Costa Rica, a country known for its successful strategy in the subject matter. The data come from a survey applied to 1167 companies by the Observatorio Costarricense de las Pymes in 2011. It was found that the hiring of former employees of multinational corporations by local companies has a positive effect on the index of absorptive capacity of companies in all productive sectors. Specifically, this hiring of former employees increases the index of absorptive capacity by nine percentage points, with differences by sector and the size of the company.     

Region brand legitimacy: towards a participatory approach involving residents of a place

Places have started to adapt commercial branding tactics. But how do stakeholders perceive such practices? Drawing on survey data from French residents, we analyse the advertising legitimacy of a place brand and its influence on the effectiveness of marketing communications in the context of region branding. The results confirm that advertising legitimacy mediates the relationship between exposure to an advertisement and its efficiency. The place brand is more legitimate when advertisements target firms, residents or tourists than when they promote local products through co-branding. We highlight a new expression of democratic legitimacy: a process adapted to hybrid (public–private) organizations.     

Public–private wage gap in Latin America (1992–2007): A matching approach

Using matching methods, we estimate the public–private wage gap for urban workers in eleven Latin American countries for the 1992–2007 period. These methods do not require any estimation of earnings equations and hence no validity-out-of-the-support assumptions; furthermore, this approach allows us to estimate not only the average wage gap but also its distribution. Our main findings indicate that the average public sector worker earns more than his/her private counterpart, and that this differential increased over the 1992–2007 period. Important differences along the wage distribution are also shown in the results; in fact, public servants in the highest percentiles of the wage distribution generally earn less than their private sector equivalents. Nonetheless, the percentile at which a positive wage gap becomes a wage penalty shifted over the period as the average wage gap experienced by most countries widened. Still, the most qualified public sector workers do face a wage penalty. Furthermore, indicators of government effectiveness show no relationship with the country ranking according to the public–private wage gap.     

Social Networking the Brand—An Exploration of the Drivers of Brand Image in the South African Beer Market

Social network marketing has risen to the fore as an innovative and cost effective method of reaching a target audience. However, owing to the recentness of this marketing technique, there is little scholarly research in this area, especially in emerging markets. This study considered the impact of interactivity and media richness on brand attitude and brand image in the South African beer market. It also tested whether brand involvement has a moderating effect in this regard. The empirical work was conducted through an electronic survey of Facebook fan page users. The results revealed that interactivity had a positive effect on brand attitude, whilst media richness did not. Brand involvement, tested for a moderating effect on the above relationships, was not found to be significant. As expected, brand attitude was found to be strongly linked to brand image in this context. The findings stress the importance of bidirectional communication in favor of media rich design. This suggests that marketers of beer would be well advised to engage with customers on fan pages in routinely responding to their comments and allowing them to upload suitable content. If consumers feel that they have ‘ownership’ of these pages and are able to have a positive influence on brand evolution, fan pages are likely to yield positive results in social media campaigns.     

International automotive production networks: how the web comes together

This paper aims to provide empirical evidence for the connections between new trade theory and the spatial distribution of economic activities, considering the results obtained by the literature on New Economic Geography as a starting point. To do this, we apply Social Network Analysis specifically to the World Automotive Trade Network. We explore the structural features of the auto network for the years 1996 and 2009 using data on trade flows for 172 countries. Our findings suggest that the auto network has become denser, more extensive and more integrated over time, depicting a center-periphery structure in which regional clusters play a prominent role. In this configuration, strong agglomeration forces generated by companies’ desire for large and rich market access with minimum transportation costs are balanced by the search for new high-potential markets.     

Intellectual capital drivers of product and managerial innovation in high-tech and low-tech firms

There is widespread understanding that intellectual capital (IC), consisting of the valuable knowledge resources of an organization, is a key enabler of innovation activities; however, little is known about the more specific contingencies impacting the relationship between IC and innovation. Thus, this article examines firm technology level and innovation type as contingency variables. It was argued that because high-tech and low-tech firms differ in terms of several knowledge characteristics (complexity, tacitness and pace of renovation), it is likely that their innovation performance is supported by different combinations of IC components. Furthermore, differences between product/service and managerial innovation could also lead to changes in the degree of relevance of various IC components. To test these contingency hypotheses, a survey dataset collected from 180 Spanish companies is analysed using structural equation modelling. The results demonstrate that both firm's technology level and type of innovation affect how IC influences innovation performance. The findings contribute to a knowledge-based perspective on innovation and pave the way for a more context-sensitive and contingency-mindful approach to understanding innovation and knowledge-based value creation.     

Altering the past to influence the future: the effect of mental unpacking on past evaluations and future preferences

Consumers use affective evaluations of past hedonic experiences in their future decision-making. However, past evaluations such as how enjoyable the experience was may be hard to retrieve, and consumers tend to recall what they did (i.e. the constituent activities of the prior experience) in order to reconstruct them. It is proposed here that recalling these constituent activities in a packed versus unpacked fashion will distort both the reconstruction process and its outcome. Results from two experiments show that mental unpacking interacted with experience enjoyment to alter past evaluations in two ways: if the enjoyment of the experience was high, unpacked recalls increased remembered enjoyment, but unpacking decreased remembered enjoyment if the experience enjoyment was low. Finally, mediation analysis indicated that the unpacking by enjoyment interaction distorted future preferences through the mediating role of remembered enjoyment.