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Axel Berger Tobias Schlager David E. Sprott Andreas Herrmann 《Journal of the Academy of Marketing Science》2018,46(4):652-673
Firms increasingly use games to interact with their customers. Yet, surprisingly little is known about whether, when, and how such “gamified” interactions engage consumers with a firm’s brand, thereby facilitating self–brand connections. Building on flow theory, we show that gamified interactions that are highly interactive and optimally challenging facilitate self–brand connections, because such games lead to emotional and cognitive brand engagement. A field study and three experiments across various product domains and game designs support our theory. We also identify conditions under which consumers do not become engaged with a brand, namely when firms restrict their decisional control either to voluntarily participate in the game (i.e., compulsory play) or to spend as much time as desired playing the game (i.e., time pressure). Our findings advance existing knowledge about the use of games in marketing and provide important implications for how marketers can harness their potential to build self–brand connections. 相似文献
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Clémence Berson 《De Economist》2018,166(4):455-476
The French labor market is segmented between permanent and temporary workers. The second category has difficulty in getting an open-ended contract. This paper aims at depicting workers on short-term contracts and shows the consequences on their professional career are negative and significant. A large part of the wage gap between permanent and temporary workers remains unexplained by observable characteristics. They receive less on-the-job training and their likelihood of obtaining a stable job is lower than 30% after 1 year and a half. They have also a higher probability of being the adjustment variable in case of an economic negative shock. These different findings show the importance of using public policies to encourage transitions from fixed-term to permanent employment and reducing labor-market duality. 相似文献
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This study analyzes the macroeconomic impacts of subsidies to attract multinational corporations when firms are determining whether to enter or how to serve foreign markets. We show that a small FDI subsidy scheme induces consumption gains and delivers short‐term welfare improvement for the FDI host country if firms differ in productivity. However, the subsidy generates a new problem and results in the wealth reallocation effect, leading to welfare deterioration for the host country in the long run. Moreover, we find that a subsidy program induces a welfare improvement for the host country if it is offered to all domestic producers instead of foreign producers only in the host country. 相似文献
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Marketing online banking services: The voice of the customer 总被引:1,自引:1,他引:0
US banks have invested heavily in developing online capabilities, with the expectation of migrating customers to the new cheaper delivery system. Results in the USA thus far have been mixed at best; market penetration is low and customer usage is sporadic, focusing mainly on simple tasks. This paper reports on the first of two studies conducted to investigate the reasons for the mediocre performance. A qualitative consumer study revealed significant differences in attitudes and opinions between early users and those that banks hope will adopt next. Most importantly, future prospects could be characterised as indifferent about online banking; many were not convinced about its benefits and the value it provides. While the potential to expand the market for online banking services exists, banks need to re-examine their marketing approach. 相似文献
8.
Differences between bank employees' perceptions towards implications of electronic banking in Greece
Konstantinos Lymberopoulos Ioannis E Chaniotakis 《Journal of Financial Services Marketing》2003,8(1):35-47
This paper aims to identify both the Greek branch and the central division employees' perceptions towards implications of electronic banking adoption and explore whether there are any differences between them. To this end, based on 14 potential implications recognised in the literature review, a questionnaire was designed and completed by 613 bank employees. The analysis showed that perceptions vary in relation to respondents' working position. Additionally, there are indications that the identified differences are greater if they are linked with the respondents' working experience and educational qualifications, as well as the size of the financial institution. In conclusion, the paper discusses the strategic implications of the findings. 相似文献
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The paper argues that although considerations such as industry consolidation, the role of lending and the effects of technology are still important in shaping the future of investment banking, sustainable competitive advantage necessitates that emphasis is also placed on thought leadership. This entails quite a radical change in terms of the way in which the industry approaches the problem of competition and requires emphasis on value creation for all the constituent parts of the industry: corporations, investors, the banks themselves and research departments. Accordingly, the paper provides a rationale for this change and provides inter alia a range of examples to illustrate how thought leadership could lead to a fundamental change in the future of the investment banking industry. 相似文献
10.
A play-the-winner-type urn design with reduced variability 总被引:1,自引:0,他引:1
Anastasia Ivanova 《Metrika》2003,58(1):1-13
We propose a new adaptive allocation rule, the drop-the-loser, that randomizes subjects in the course of a trial comparing
treatments with dichotomous outcomes. The rule tends to assign more patients to better treatments with the same limiting proportion
as the randomized play-the-winner rule. The new design has significantly less variable allocation proportion than the randomized
play-the-winner rule. Decrease in variability translates into a gain in statistical power. For some values of success probabilities
the drop-the-loser rule has a double advantage over conventional equal allocation in that it has better power and assigns
more subjects to the better treatment.
Acknowledgments. I thank Stephen Durham, the associate editor, and the referees for their helpful suggestions. 相似文献