Measuring the impact of brand-celebrity personality congruence on purchase intention

The present study aims to understand the impact of congruence between brand and celebrity personality on consumers attitude and purchase intentions. The data were collected from 382 business school students in India. Drawing from the theoretical frameworks of Attribution theory, Attitude theory, User imagery, Elaboration Likelihood Model, and match-up hypothesis, results reveals that congruence between celebrity and brand personality positively impacts the brand recall, brand associations, and reinforces the brand personality. Which favorably and significantly impacted attitude toward the advertisement and brand. Attitude toward brand has positively impacted purchase intention. ‘Brand personality self-image congruence’ and ‘involvement level with the brand’ were found to moderate the impact of brand association and brand personality reinforcement on attitude toward advertisements and brand. The paper provides practical implications for the advertisement agencies and media managers.     

The Influence of Culture on Portrayals of Women in Television Commercials: A Comparison Between the United States and Japan

The present study attempts to examine the influence of culture on portrayals of women in advertising by examining television commercials from the United States and Japan. The two countries are similar in many respects but the norms regarding appropriate roles for women are quite different in the two cultures. Content analysis of television commercials showed that advertisements are to a large extent a reflection of society.     

Joint Ventures versus Fully Owned Subsidiaries: Multinational Strategies in Liberalizing Economies

As ceilings on foreign shareholdings are withdrawn during liberalization, multinationals enter through fully owned subsidiaries that compete with their own joint ventures, unless local partners permit them to raise their stakes. In a framework of quantity competition, this paper demonstrates that an entry threat is more credible when joint venture investment is reversible, the units are independently managed and the local stake is high. Further, profitability of horizontal merger between the units encourages a share reallocation, while its absence favours a new subsidiary. Under irreversible investment, the threat is less credible and both share reallocations or new subsidiaries are less likely.     

ON THE PRICE AND STRUCTURAL EFFICIENCY IN FARRELL'S MODEL

The paper develops a mean variance model to characterize the price efficiency at the firm level in Farrell's model and shows how risk aversion may affect this measure. Problems of estimating the structural efficiency at the industry level are also discussed and it is shown that this involves a comparison between efficiency distributions of two or more industries. Two empirical applications for the two efficiency measures are also discussed.     

A Dynamic Model of Health Plan Choice from a Real Options Perspective

This paper develops a dynamic framework for analyzing an individual’s choice between a Preferred Provider Organization (PPO) and a Health Maintenance Organization (HMO) under uncertainty regarding future health. We explicitly model health as a stochastic process whose fluctuations arise from three sources, one deterministic and two stochastic. Health evolves over time with a downward drift over the lifespan. In addition, health is subject to small, mean zero random fluctuations. Finally, there exists a small possibility every period of a serious illness resulting in a large, discrete fall in health. Under this characterization of health uncertainty, we develop a Real Options model valuing flexibility in health plan choice which takes into account the embedded flexibility to receive coverage for out-of-network care if the PPO health plan is chosen. Our model suggests that greater health problems increase the value of the option to go out of network for the PPO enrollee.     

Global Imbalances: Is Germany the New China? A Skeptical View

In this paper we evaluate the current account patterns of China and Germany. We point out that China’s current account surplus as a share of global GDP in recent years resembles that of Germany’s. Yet, an important difference is that the Euro block’s current account inclusive of Germany has overall been balanced, whereas emerging Asia’s current account inclusive of China has mostly been characterized by sizable surpluses. We further find that both China and Germany’s current account surpluses seem to be accounted for by common factors. However we have reasons to doubt the long run viability of these current account trends in future decades. Demographic transitions in China and Germany are projected to reduce their surpluses, and this effect is stronger for Germany. We also discuss plausible reasons to doubt the extent to which the Euro block will move towards significant surplus in the coming years.     

The Measurement of Dynamic Productive Efficiency

Measuring dynamic productive efficiency from observed input-output data raises several new issues which are absent in the static production frontier studies. The adjustment cost approach is developed here as an interface between the static and the dynamic frontier studies, and the non-parametric method of Farrell developed for static efficiency is extended for the specification of a dynamic production frontier.