Investigating the impact of brand vs cause interaction on cause related advertisements

Cause-related Marketing (CRM) strategies have been widely implemented by numerous brands in their communication with customers through advertisements. This research employs four quasi-experimental studies to understand how brands and cause related variables interact to impact attitude towards advertisements and brands. Study I (n = 623) seek to understand the influence of brand related variables, namely, brand familiarity, brand importance, and brand association on the attitude towards advertisements and brands. Study II (n = 722) shows the moderating effect of advertisement type (CRM vs non-CRM) on the relationships connecting branding variables to advertisement and brand attitude. In Study III (n = 637), the effect of cause related dimension, namely, cause familiarity, cause importance, and cause brand fit on the attitude towards advertisement and brands is studied. Finally, study IV (n = 549) shows the interaction effect of brand and cause related dimensions on the attitude towards advertisements and brands. Results indicate cause brand fit to be the most significant variable affecting attitudes followed by brand association, brand importance, and cause importance. Cause importance also interacted with brand importance and brand association to cause a positive and negative magnifying effect on the advertisement attitudes respectively.     

人民币汇率与股票价格关系的实证研究

本文以我国2005年7月21日汇改为界,分别分析了我国2005.7.21-2007．10．16（Ⅰ段）、2007．10．17—2008．11．4（Ⅱ段）和2008．11．5-2009．5．4（Ⅲ段）人民币兑美元汇率与谨乏票价档之间的关系。结果表明：我国汇率与股价之间没有长期稳定的均衡关系,只是在部分时间段内二者存在一定的格兰杰因果关系,这需要从二者相互关系的影响机制并结合宏观调控及国际金融危机的背景来进行分析。     

行为经济学视角下的财务风险成因与防范

除外部宏观因素外,企业的财务风险很大程度源自利益相关者的非理性行为,尤其是管理者和投资者的非理性行为.从行为经济学视角分析,这种非理性行为产生的原因在于行为人在不确定条件下决策时的各种认知偏差.其对企业决策有重要影响,会使决策偏离最优,给企业带来财务风险,损害企业价值.因此,应防范非理性行为的发生,以降低企业财务风险.     

税收超常增长的再认识

本文首先对税收超常增长给出一个简要界定,意在从量上对税收的超常增长有一个再认识,以区别"超常增长"和"正常增长".在此基础上对超常的增长从其来源结构上进行分解,以便于更好地对增长的原因和趋势进行分析和预测;其次对超常增长的原因进行分类与概括,并认为应将增长总体区分为实增和虚增两大部分;最后分析各种不同的原因所引致的税收增量的变化规律,并据此对税收超常增长的趋势进行预测.     

实施紧密经贸活动下的人民币与港元互动分析

从汇率入手,通过建立VAR模型,对实施紧密经贸安排前后两阶段的人民币与港元汇率进行Johnsen协整检验和Granger因果检验,重点研究两者汇率的波动性和相关性呈现出的新特点.结果表明,加强内地和香港经贸合作之后,人民币汇率与港元汇率表现出长期的均衡关系,且存在时间上的相互引导.     

浅谈人才是事业发展的基础

人才是事业发展的基础,人才是先进生产力和先进文化的创造者、传播者、推动者。在知识经济时代,拥有人才,便赢得市场竞争的主动,抢占先机,获得未来的成功。作为管理者必须树立正确的人才观,必须具有责任意识、大局意识、创新意识,才能具备挑战新世纪,拥有可持续发展的动力。     

企业控制权转移动因研究

本文选取了1999-2003年间发生控制权有偿转移的131家上市公司作为样本,通过考察控制权转移企业绩效对控制权转移动因进行检验.结果表明,没有证据支持我国上市公司控制权转移可以用国外的代理成本和效率理论解释,再分配理论有一定的解释力,价值低估理论和掏空理论可以解释我国上市公司控制权转移现象.     

沿海地区应发展欠发展现象探析

沿海地区应发展欠发展现象是我国经济发展失衡的重要表现,研究该问题产生的原因并提出相应的解决措施,对我国经济的平稳、健康、持续、和谐发展具有重要意义。本文从GDP总量及其增长速度等方面实证分析了沿海地区应发展欠发展现象,认为其原因主要是该地区的区位提升能力弱、发展性资源相对匮乏;投资力度不强,资金使用效率低;产业结构不合理,工业化程度低,经济增长方式粗放以及企业集群的规模偏小等。沿海应发展欠发展地区要着力加强基础设施建设,进一步提升区位优势;加快企业产品结构调整,优化产业升级,逐步转变粗放的经济增长方式;同时,还要形成多元化的投资机制,大力吸引国外投资,提高资金的使用效率。     

我国地方政府债务问题分析

自金融危机爆发以来,我国实行宽松的货币政策和财政政策,使地方政府融资规模迅速扩大。当前,我国地方政府债务的总体规模已相当庞大,而且呈现不断膨胀的态势,成为宏观经济运行中的一个突出问题。地方政府债务形成的原因是多方面的,它严重影响了我国经济的可持续发展,甚至威胁到我国经济安全和社会稳定。因此,必须采取有效的措施来控制地方政府债务风险,从短期看可通过资产证券化和引进民间资本等方式拓宽融资渠道来缓解地方政府债务风险问题;从长期看则必须从体制入手,理顺中央政府与地方政府的关系,建立事权财权相匹配的财政制度;完善人大监督体系,规范地方政府行为;完善政绩考核机制,遏制地方政府投资冲动等。     

How does regulatory monitoring of cause marketing affect firm behavior and donations to charity?

Cause marketing (CM) typically involves for-profit firms donating part of their sales revenue to a charity, with the hope that this will increase their revenue. We argue that it is important for a regulator to monitor firms’ CM activities, and to assess how differences in the enforcement of CM laws impact the CM practice by firms. Our analytical model uses a Stackelberg leader–follower game that endogenizes the regulator’s decision to enforce CM. The firm then decides whether to truthfully declare or overstate the amount it contributes to charity (and if overstate: by how much). We find the following results in equilibrium under different conditions: (i) CM campaigns are a win–win–win situation – they increase profit for the firm while being truthful, generate larger donations for the charity, and generate a cause marketing surplus for the regulator, resulting in doing well while doing good, (ii) the best response of the firm is to be strategic, even when the regulator is strict with monitoring, (iii) the regulator itself decides not to monitor CM, even though it knows that this results in untruthful behavior by firms. When we endogenize the extent of overstatement, we find that the firm tends to be strategic by overstating donation percentage, whether the regulator is strict or not. As the proportion of unsophisticated consumers (who believe a firm’s claims, whether truthful or not) increases, the donation proportion decreases in general, and the overstatement level increases when the regulator is lenient and decreases when the regulator is strict. In equilibrium, the regulator is strict if the market size is large, and lenient otherwise. A survey with consumers supports key modeling assumptions regarding consumers' lack of knowledge of CM laws.