Online brand community within the integrated marketing communication system: When chocolate becomes seductive like a person

This study proposes brand communities as an effective tool within the integrated marketing communication (IMC) system. The paper utilizes the Brand Concept Map quali-quantitative technique in order to represent and compare mental association texture within one group of non-members of a brand community versus one group of people engaged in the same community. Brand stimulus is Nutella (chocolate cream) which boasts a crowded and lively online brand community: Nutellaville. Results show that brand community is effective in terms of contribution, commonality, and complementarity within the IMC system. In particular, Nutella brand image within the online community participants is composed of some mental associations overlapping other communication tools (commonality), and by new mental associations (complementarity) referred to the brand image dimension named ‘brand as person’ (seductive, popular, reassuring); second, this anthropomorphism effect solves the issue of sense of guilt excited by chocolate (contribution).     

REAL OPTIONS WITH COMPETITION AND REGIME SWITCHING

In this paper, we examine irreversible investment decisions in duopoly games with a variable economic climate. Integrating timing flexibility, competition, and changes in the economic environment in the form of a cash flow process with regime switching, the problem is formulated as a stopping‐time game under Stackelberg leader‐follower competition, in which both players determine their respective optimal market entry time. By extending the variational inequality approach, we solve for the free boundaries and obtain optimal investment strategies for each player. Despite the lack of regularity in the leader's obstacle and the cash flow regime uncertainty, the regime‐dependent optimal policies for both the leader and the follower are obtained. In addition, we perform comprehensive numerical experiments to demonstrate the properties of solutions and to gain insights into the implications of regime switching.     

A contextual perspective on consumers' perceived usefulness: The case of mobile online shopping

This research aims to study the origins of consumers' usefulness perceptions through the example of mobile online shopping adoption in Europe. The results of an empirical study, which is grounded in technology acceptance theory, reveal the pivotal role of consumers' beliefs about the quality of mobile online stores in the formation of usefulness perceptions prior to adoption. While this study identifies that consumers form their usefulness evaluations depending on the respective shopping tasks, the results of a moderation analysis yield usefulness predictors that differ in relevance across product categories and shopping touchpoints. This contextual perspective has implications for both adoption and (online) channel research. It also helps managers to identify starting points on how to promote (mobile) online shopping adoption.     

Rural development and the role of game farming in the Eastern Cape,South Africa

The analysis of game farming is set in the Eastern Cape, South Africa. Game farming reorders the use, meaning and value of land and animal species. However, what it means for rural development processes in the immediate region and beyond is not well accounted for. We perceive game farming as an assemblage that brings together new actors, new forms of land use and new discourses. We argue that although game farming has generated new opportunities and new forms of added value to the available resources (e.g. eco-tourism, trophy hunting, game-meat production), situated in the history and contemporary context of the Eastern Cape, it is a contested, and from a development point of view, problematic land-use practice. We argue that game farming constrains land and agrarian reforms: the distribution of land and income remains skewed; ‘poaching’ occurs and game farms do not, or only minimally, generate new and badly needed employment opportunities. The game farm has emerged as an exclusive, globally well-connected space. The nature of the relationships this space maintains with the surrounding communities is, however, such that the overall contribution to rural development in South Africa is questionable.     

Sustaining cooperation in social dilemmas: Comparison of centralized punishment institutions

This study investigates two centralized punishment institutions for a linear public goods game. These institutions require a certain contribution level and sanction under-contributing players. The two differ in who, among those who do not meet this requirement, receive sanctions. In one institution, all violators are sanctioned, and in the other, only the worst violator(s) is sanctioned. Theoretically, the public goods game of the latter institution yields contributions equal to or greater than that of the former institution with the same requirement and sanction level. The results of an experiment support this theoretical prediction. However, there is a discrepancy between the theory and laboratory observations in that the institution with the theoretically optimal requirement did not yield the highest profit.     

网购市场鱼龙混杂现象的经济学解释：基于二维不对称信息的视角

网络购物市场存在商品鱼龙混杂的典型现象：高价格的商品不一定高质量，低价格的商品也不一定低质量，表现出明显的信息不对称特征。文章基于网络购物市场所存在的两个维度不对称信息的特征事实，即厂商在产品质量与产品生产成本两个方面拥有私有信息，通过构建二维不对称信息的分析框架，从市场均衡的视角首次解释了上述现象的经济机理。分析表明，由于二维不对称信息的存在，消费者和厂商决策的互动过程使得市场上产品价格与质量不再具有单调递增关系，从而网络购物市场可能出现鱼龙混杂的市场均衡，文章证明了这一均衡在合理的条件下是存在的。文章通过比较静态分析考察了市场环境的变化如何影响商品质量的价格信号显示效率以及消费者购买行为，并考察了网络购物行业商家披露信息、消费者对于商家的反馈评分机制和保证退货等手段对于消除商品鱼龙混杂现象的有效性，为进一步规范发展我国网络购物行业提供了参考。     

基于改进指纹聚类的WLAN定位优化方法

将K-means聚类算法应用到无线局域网（WLAN）位置指纹定位中，虽然可以缩短定位时间，但是容易降低定位精度。为了解决此问题，提出了基于改进指纹聚类的WLAN定位优化方法。首先根据接收信号强度标准差来优化初始聚类中心的选取,然后对指纹数据进行聚类处理,最后进行在线定位。实验结果表明，与传统的WLAN位置指纹定位方法和K-means聚类定位方法相比，基于改进指纹聚类的定位优化方法不仅缩短了定位时间，还能有效提高定位精度。     

Loyalty toward online food delivery service: the role of e-service quality and food quality

This study assesses the direct influence of food quality and e-service quality on customer loyalty toward online food delivery (OFD) service and its indirect influence through the mediation of customer satisfaction and perceived value. This study uses a survey of 405 OFD service customers from Bandung, Indonesia. By applying variance-based partial least squares to evaluate the proposed model, this study confirms the direct effect of food quality on online loyalty, but not e-service quality. Further, this study discloses the partial mediation role of customer satisfaction and perceived value on the relationship between both food quality and e-service quality on online loyalty toward OFD services.     

Effect of religious priming in prosocial and destructive behaviour

In this paper, we study the behavioural impact of religious priming by showing participants religious words in a scrambled sentence task before a dictator game and a joy‐of‐destruction game. We also elicited data on individual religiosity and religious affiliation using a questionnaire. Priming religious words significantly increased prosocial behaviour in the dictator game, and the effect was especially striking among those reporting no religion, atheists and agnostics. The religious prime has no significant effect in mitigating destructive behaviour or own expectations of the other's destruction choice, but both destructive behaviour and expectations correlate positively with the multi‐dimensional religiosity measure.     

政府补贴下考虑企业环保努力的闭环供应链决策分析

在消费者具有环保意识的背景下，分析有无政府补贴时制造商环保努力对各节点企业价格、需求、利润等决策的影响，并进一步探讨补贴在各类最优策略中的作用。研究表明：环保努力能提高两类产品销售价格、扩大新产品需求，但对再制造品需求无影响；存在最优环保努力水平，使无政府补贴下制造商及系统整体利润最大；一定范围内补贴能遏制环保努力导致的再制造品销售价格上升，但对新产品价格无影响，且对零售商来说高补贴未必能带来高收益；消费者环保意识和制造商环保努力可以通过政府补贴影响产品需求和企业收益。