The effect and moderation of gender identity congruity: Utilizing “real women” advertising images

The present article examines the predictive ability of gender identity congruity in explaining women's responses to advertising appeals. The contributions of the article are twofold: (1) to demonstrate whether advertisements that are congruent with female consumers' gender identities elicit strong positive responses and (2) to identify the factors that moderate/mediate the impact of gender identity congruity on consumer responses to advertisements. The research findings provide evidence of the ability of gender identity congruity to elicit positive responses to advertising appeals. The relationship between gender identity congruity and responses to the advertisement is mediated by advertising involvement. The moderating roles of national culture, physical concern, and physical view are also supported. Overall, the congruity theory provides a powerful framework to examine consumer responses to gender portrayals in advertising. ©2009 Wiley Periodicals, Inc.     

Cultural value,consumption value,and global brand image: A cross‐national study

In expanding their market to the global level with clear and consistent global brand images across nations, marketers are ever confronting the issue of how to deal with different cultural values. Cultural value is identified as an influential factor on brand image and is widely accepted as one of the crucial concepts in understanding consumer consumption value, which determines choices of consuming everyday products and services. Most firms endeavoring to establish and maintain consistent global brand images, however, adopt a standardized brand image strategy that usually does not consider individual target markets” characteristics, including the concepts of cultural value and consumption value. This study developed a conceptual framework which incorporated cultural value not only as a direct antecedent of brand image, but also as an indirect antecedent of brand image through consumption value, and empirically tested it using the category of apparel. Following this framework, this study hypothesized the differences in brand image, cultural value, and consumption value between the U.S. and South Korea. Data were gathered through surveying university students residing in the San Francisco and Seoul metropolitan areas using a convenience sampling method. A total of 329 completed questionnaires were used in factor analysis, discriminant analysis, and structural equation modeling. The results provide insights into standardized brand image strategies and suggest some implementable tools that might prove effective in both countries. © 2009 Wiley Periodicals, Inc.     

Ethics and entrepreneurship

As the study of entrepreneurship and the study of business ethics become increasingly established, the intersection of entrepreneurship and ethics is receiving increasing scholarly attention. In this paper, we review the research connecting ethics and entrepreneurship, classifying the literature into three broad themes; we also identify and integrate the key themes that emerge, and we offer suggestions for future research. We conclude by introducing the articles in this special issue.     

Racial segregation in the public schools and adult labor market outcomes: the case of black Americans

Residential segregation has played a central role in theories of minority entrepreneurship and in the diversification of the U.S. labor market. Racial diversity in public accommodations, including schools, has been an issue of continuous public policy debate at least since the U.S. Supreme Court’s Plessy versus Ferguson decision (1896). This study applies theory from the literature on social capital to an examination of the role of racial segregation in the public schools of blacks during childhood on their adult likelihood to become self-employed and their level of occupational status. The model results indicate that, after controlling for a number of individual, household and metropolitan-area factors, lower rates of segregation during public schooling results in higher likelihood of wage-salary employment and self-employment among a cohort of black Americans that attended public schools during the 1960s.     

Coming attraction

Francesca Cornelli, Richard D'Aveni, Andrew Kakabadse, Rosabeth Moss Kanter, Markus Reitzig, Fons Trompenaars and Kim Warren share their latest research.     

The Impact of the Implementation of Technology Education on In-Service Teacher Education in South Africa (Impact of Technology Education in the RSA)

In this article the impact of technology education, as a new learning area (subject) in the curriculum, on in-service teacher education in South Africa is described in order to ascertain the extent of the impact. The research on which this article is based draws on a variety of experiences and observations in the field at grassroots level (in particular an outreach project in rural communities). The envisaged impact of technology education on South African schools, communities, teacher educators and teachers, the range of in-service teacher education that is required, and the impacts in urban and rural areas are discussed. Finally a number of concluding remarks are made about the extent of the impact of the inclusion of technology education in the new National Curriculum Statement and whether the situation has changed since the implementation of a pilot technology education project in 1998. This revised version was published online in July 2006 with corrections to the Cover Date.     

Umgang mit Aggressionen

Herausforderndes Verhalten bei Demenz - Wenn Aggression, erh?hter Bewegungsdrang, starke Orientierungsprobleme, Selbst- und Fremdgef?hrdung oder andere „herausfordernde“ Verhaltensweisen auftreten, wird die Pflege und Begleitung von Demenzkranken als Belastung erlebt. Doch Pflegende stehen dem Problem nicht hilflos gegenüber. Eine interdisziplin?re Expertengruppe gibt mit ihren Empfehlungen ein Handlungsgerüst.     

The case against a common fiscal boost in Europe

Policymakers in the EU member states are currently shaping rescue packages to prevent the financial crisis hitting their economies with unmitigated force. Each government is responding to the emerging problems with a country-specific set of measures. Given the global nature of the crisis, would coordinated action at the European level not be a better approach? Was the German government — much-criticised for its initial reluctance to adopt massive fiscal stimulation measures — right after all to exploit the option value of waiting in a situation of high uncertainty?     

Economic crises in the thirties and today

In the context of the ongoing financial and economic crisis reference is frequently made to the Great Depression of the 1930s and fears are voiced that we may have embarked on a similar path. This article looks at the conditions prevailing back then and compares them with the present economic environment. From this some conclusions are drawn as to the likelihood of a recurrence of the disaster.