The effects of between‐partner congruity on consumer evaluation of co‐branded products

Branding studies, especially those focusing on brand extension, have often centered on establishing the relationship between consumer evaluation and the match between a product concept and the brand (concept congruity). This study introduces an additional type of congruity that arises in the evaluation of co‐branded products, the congruity between brand partners (between‐partner congruity). Between‐partner congruity has not previously been explicitly considered in the co‐branding literature, but is potentially an important influence on consumer perceptions of a brand partnership. Thus, this study represents an initial attempt to understand how the level of between‐partner congruity will affect consumer response to cobranded products. Several findings in the marketing literature have suggested that when respondents have the motivation to resolve incongruity, the relationship between congruity level and evaluation is nonmonotonic. In other words, moderately incongruent concepts are preferred to congruent or highly incongruent concepts to form an “inverted‐U” data function. Yet, when motivation to process is low, evaluation becomes less favorable in a linear fashion as incongruity increases. This study examines whether these findings can be extended to co‐branding. When concept congruity is controlled across brand pairs, the nonmonotonic relationship between between‐partner congruity level and product evaluation is observed when consumers are encouraged to elaborate on the rationale for the partnership (high involvement). However, when consumers attend to the global similarity of the partners (low involvement), product evaluation becomes less favorable as between‐partner incongruity increases. © 2007 Wiley Periodicals, Inc.     

Retaining volunteers for the cause: Hope and pride associated with cause-related charity events in cancer control

Special charity events are an important source of revenue for non-profit organisations in cancer control yet volunteering is declining and turnover is high. Experiences at cause-related events may influence retention, particularly emotions connected to the cause and ceremonies which honour cancer survivors and remember loved ones. We explore the degree to which emotions associated with cause-related volunteering and collective action in the literature are felt in response to Relay For Life and what emotions predict three indicators of retention: intention to return for future events, satisfaction with volunteering, and organisational commitment. Volunteers (n = 410) completed a cross-sectional survey at Relay For Life events in Queensland, Australia. Multiple regression analyses examined whether emotions associated with events predicted each indicator of retention, adjusting for number of years spent volunteering for events. Sixty-two percent reported an intention to return the following year. The most commonly reported event-related emotions were hope, pride, and empathy (62–69%). Intention to return, satisfaction, and commitment were each significantly predicted by hope and pride. The findings suggest special charity events in cancer control could retain volunteers by fostering pride and hope (e.g., for a cancer free future); however, future prospective research which examines the mechanisms of these relationships is warranted.     

Book Review

This article presents the findings of an investigation into issues related to product standardisation in service industries. A brief review of existing literature on the subject is followed by a presentation of the findings of parallel surveys carried out at two UK holiday villages owned and operated by a leading European leisure company. The conclusions reached were that a service product can be successfilly standardised in the mind of the consumer but only if a clear positioning strategy is adhered to.     

Back to the well: the hidden costs of service exclusion for the network poor

This paper discusses the consumption of the everyday services that sustain living in contemporary Britain, many of which are now provided by private sector organizations operating in the global marketplace. It aims to highlight the differential access to and cost of those services to people living stressed and disadvantaged lives in marginalized neighbourhoods. Drawing on recent empirical research, it highlights the way in which the exclusion and marginalization of some customers exacerbates both their financial poverty and the stress associated with it.     

Economy-wide reform and agricultural recovery: Observations of economic Darwinism among transition economies

The fitness of an economy and its prospects for continued prosperity will be measured and determined by its robustness and its ability to adapt to changing circumstances. Some countries in transition are adapting much more easily than others to rapid changes in the orientation of their economy, the common objective of which is to achieve economic growth through the adoption of a range of characteristics generally associated with a market economy. Economic growth does not have to be very fast, but it must be efficient and sustainable. Policy adjustments must address political economy concerns, while seeking to achieve macroeconomic equilibrium and price stabilization, competitiveness, efficiency and flexibility, and the protection of the living standards of the most vulnerable population The process of agricultural sector reform will be determined both by economy-wide policies and sector-specific policies. This paper first outlines a taxonomy of the objectives of agricultural sector reform, and then discusses the way in which indirect price interventions (specifically exchange rate and interest rate policies, expansive fiscal policies and industrial protection policies), influence agricultural growth. Lessons of experience drawn from the UNDP/World Bank Trade Expansion Program structural and sectoral adjustment operations in Poland, and the cases of New Zealand and Chile are employed to illustrate not only the constraints that countries face in this regard, but also in identifying targets for further action. The third section presents what is called the architecture of incentives for agriculture'. In defining a strategy of agricultural sector reform, experience has shown that a structure of incentives can be developed that creates an environment ripe for agricultural growth-incentives relating, for example, to taxation, prices, foreign investment, privatization and demonopolization, decentralization and institutional reform. Special considerations that will require additional attention by policy-makers outside of this structure include the maintenance of GATT-legal principles in trade policies, issues relating to tariffication (including concerns about price risk management, food supply, and the role of food aid), input and credit subsidies as a means to correct for market failures, and the role of regional trading blocks in world trade.     

An Intelligent Distributed System for Strategic Decision Making

The decision-making process in strategic planning is often too complex to be handled by conventional methods. Strategic planning problems (building new plans, new product planning, etc.) belong to the class of problems called ill-structured by H. Simon. They involve a decomposition of the main problem into a set of subproblems, a reasoning process at the subproblem level, and then a coordinated and aggregated process to build a global solution. Because partial solutions are generated without having a complete view of the global objective, this type of decision-making process very often generates incoherent and contradictory hypotheses and actions. Therefore, the main problem is to find a way to achieve coherence and coordination among decisions made locally by different agents, at different levels.Recent advances in Artificial Intelligence, particularly in the field of multi-agent theory, offer great promises in modeling strategic planning processes. In this article we present a general framework called 'A Coherent Plan of Coordinated Actions (CPCA)' for building intelligent distributed strategic decision making systems which integrates advances in both distributed decision making and Distributed Artificial Intelligence. We then describe a multi-blackboard system, ARISTOTE, which is aimed at helping corporate managers address the feasibility and coherence of a plan of actions.