Conceptualizing the brand in social media community: The five sources model

The emergence of social media is challenging the ways that marketing academics and practitioners conceptualize and manage brands. This research explores the consumers׳ specific motivations for the purpose and structure of the consumption of brands in social media community. Keeping the evolving economic relevance of social consumption in mind, the resulting conceptual model has been designed to give a better understanding of the unique branding opportunities and relationships that social media present to brand managers. The research employs a triangulated method that includes a social media-based Facebook focus group and face-to-face interviews. The findings suggest that consumers expect some very specific two-way interactions with brands and that social media may be the only way to effectively deliver these demands. This study identifies five core drivers of brand consumption in a social media community articulated in the Five Sources Model: functional, emotional, self-oriented, social and relational. These core drivers represent unique opportunities for brands to enhance their relationships with their customers and to increase the likelihood of an active and beneficial online community built around their brands. Future research implications are discussed.     

Total Factor Productivity and Energy Intensity: An Empirical Study of China’s Cement Industry

China is the largest cement producer and consumer in the world. The cement industry’s rapid growth has led to a large demand of energy. This study reviews China’s cement industry in terms of energy intensity and examines the effects of technological progress on energy intensity. It also discusses the feasibility of achieving China’s energy reduction targets. We employ the Granger causality test and find that the total factor productivity or technological progress causes the energy intensity of the cement industry. Impulse responses analysis also proves that in the long run the technological change contributes to the decline in energy intensity of cement production.     

Fear of climate change consequences and predictors of intentions to alter meat consumption

Reducing or altering meat consumption has the potential to significantly lower the impact humans have on climate change. Consumers, however, are unlikely to break their food habits unless they are aware of the problem and motivated by the solutions. Fear appeals are often used to overcome this, however, their effectiveness in the context of meat reduction and climate change is unclear. Given the widespread use of fear appeals in information policy, it is important to understand more. The aim of this study was to explore fear—or more specifically—the danger control process in a climate change—food context in order to understand the factors which motivate consumers to reduce or alter their meat consumption. Using a stratified random sample of 222 respondents in Southern Sweden, we develop a model for predicting intentions to adopt specific and general actions to reduce or alter meat consumption. Our results suggest that the general key to motivating consumers is through increasing their self-efficacy towards adopting meat alternatives and educating them on the importance their actions have in reducing the threat. We also found that appraising the threat to self (or those close) was significant, but surprisingly the effect size was greater when the threat concerned others (e.g. others in impoverished nations, animals).     

Opportunity cost of water allocation to afforestation rather than conservation of natural vegetation in China

Estimation of ecosystem service values is a hot area of research in ecological conservation and economics. However, the costs of these outputs are largely unknown. In this paper, we estimated the opportunity cost of water allocated to afforestation projects through mathematical modeling based on statistical data for all of China to provide support for restoration planning based on a fuller consideration of the true costs. To guide future ecological conservation and environmental policy development, we illustrate a neglected concept (ecosystem service costs) and use this concept to compare the ecological services provided by ecological restoration based on afforestation with those of restoration based on the conservation of natural vegetation using data obtained since 1949 in China. The results showed that afforestation and natural vegetation create annual costs related to use of the available water resources equal to 4800 and 3700 RMB ha⁻¹, respectively, representing a water opportunity cost of 1100 RMB ha⁻¹ for afforestation. This illustrates the rule that “there is no free lunch” for any service, including ecosystem services. Therefore, to support the development of more effective and sustainable environmental restoration policy, it will be necessary to evaluate the associated opportunity costs.     

On the role of the utility function in the estimation of preference parameters

Modern economic theory summarizes the main characteristics of individual preferences through a definite set of parameters: risk aversion, prudence, and the elasticity of intertemporal substitution. Despite their importance, the results of the literature devoted to the parameters’ estimation are controversial. This paper highlights the neglected role that may have been played by the constraints that the quantitative definition of the parameters and the utility functions employed impose on the estimation. A number of simulation exercises are presented, which show that the same saving behaviour can be associated with quite different values of the parameters depending on the utility function adopted.     

Does Medical Equipment Expansion Lead to More Diagnostic Services? Evidence from China’s Sichuan Province

A major goal of China’s healthcare reform is to control the increasing healthcare spending, much of which can be attributed to the overuse of diagnostic tests and has been relatively less studied in the literature. This article analyzes the correlation between medical equipment expansion and the increase in diagnostic test expenditure in China, using Sichuan Province as an example. County-level data aggregated from hospitals’ annual reports in Sichuan Province from 2008 to 2012 were used. The results show a positive correlation between the expansion of medical equipment and the increase in diagnostic test expenditure. Our study provides implications on reforming China’s healthcare delivery system and medical equipment regulation policies.     

The behavioural intentions of specialty coffee consumers in South Africa

More than 1.6 billion cups of coffee are consumed worldwide on a daily basis. South Africa is rapidly adapting to worldwide trends with speciality coffee consumption on the rise, with South Africa recently having been recognised as a key player in the speciality coffee industry. Emerging market trends in speciality coffee consumption have resulted in a number of changes in consumption patterns, preferences and consumer behaviour. The purpose of this study was to determine the behavioural intention of speciality coffee consumers in South Africa, using the Theory of Planned Behaviour. The data were gathered from a non‐probability sample of 327 respondents, who were selected through a self‐completion online questionnaire. The results indicate that males consume more speciality coffee than females. The majority of respondents consume speciality coffee more than once a day, and foam cappuccinos are consumed most regularly. The results of the stepwise multiple regression analysis demonstrate the utility of the Theory of Planned Behaviour as a conceptual framework for predicting the behavioural intention of speciality coffee consumers. The findings indicate that attitude, subjective norms and perceived behavioural control are important predictors of behavioural intention. Furthermore, perceived behavioural control is the most important factor influencing speciality coffee consumption, and the most influential of the direct measures of the Theory of Planned Behaviour. With the current rise in speciality coffee consumption among South Africans, the Theory of Planned Behaviour framework contributes to understanding those factors which influence regular speciality coffee consumption. It is recommended that marketers and practitioners adapt their offerings to appeal to the specific needs of the growing speciality coffee market in South Africa.     

Minimising emergency response time of ambulances through pre-positioning in Dhaka city,Bangladesh

This study conducted a large-scale survey in Dhaka, Bangladesh; the survey involved 95 major hospitals, more than 3000 emergency room patients, and 2 of the largest ambulance operators. Currently, most ambulances are parked within the vicinity of hospitals and are either dispatched or fetched by the acquaintances of the patient on demand, resulting in lengthy round trips. Reducing the response time of ambulances would certainly improve the emergency service, and pre-positioning of the ambulances could be a solution to reducing the response time. This study used two approaches to address the problem. First, the location-allocation problem was solved to find the optimal number of ambulance locations by maximising the demand coverage. Second, separate location-allocation for the peak and off-peaks, using K-means clustering, was applied to systematically optimise the ambulance positioning in small clusters near demand points. These approaches could substantially improve the existing emergency response time. Distributing ambulances near demand points yielded greater improvements in response time than when the ambulances are stationed near hospitals.     

跨越“中等收入陷阱”的消费率变化轨迹研究--基于东亚、拉美部分国家的启示

2013年我国人均GDP达到6900美元，标志着我国已居于“上中等收入”国家行列，正面临“中等收入陷阱”的威胁。本文基于日本、韩国、巴西和阿根廷的发展历程，考察了“中等收入陷阱”区间下消费率的变化轨迹，认为成功跨越“中等收入陷阱”的消费率特征是：消费率走势呈U型特征，由波动性变化演变为平稳性运行，并大致在人均GDP4000美元形成“消费率拐点”。其中，收入因素对“消费率拐点”的培育与形成具有较大的制约作用。同时文章对比分析了低中等收入阶段我国消费率变化轨迹，认为我国在人均GDP4283美元水平下形成“消费率拐点”，但当前消费需求的充分释放仍面临较强的挑战，迫切需要相应的政策措施来强化“消费率拐点”的形成。