Modelling purchases as a function of advertising and promotion

This article describes the preliminary studies of the effect of advertising and promotion on purchases. The British single-source database Adlab has been the basis for this study of advertising and promotion effectiveness. The ST AS measure and logit modelling have been used to estimate the effect of advertising. The results from the two measures have been compared to determine the extent to which the two measures give occasion for the same conclusions. To indicate the accuracy of the two measures, their respective levels of significance have been studied. Two logit models have been estimated; one only includes the effect of TV exposure, while the other also includes the effect of promotions. The results from the two logit models are compared to determine which model gives the most accurate estimate of the effect of advertising. When comparing the results from the STAS measure with the parameter estimates from the second logit model, it is found that these two different measures largely lead to similar conclusions. Suggestions for further research and developments of the models are given.     

Current account deficits in Greece,Portugal and Spain — origins and consequences

In light of the shortcomings of the Stability and Growth Pact, there has been a recognition that a surveillance framework is needed which goes beyond fiscal issues to cover wider macroeconomic factors. The question arises whether the surveillance and connected reform criteria should be applied symmetrically, to all members of the eurozone, or whether they should specifically target countries with current account deficits.     

Status Quo and Potential of XBRL for Business and Information Systems Engineering

The paper examines the current state of research as regards the eXtensible Business Reporting Language (XBRL) by using the literature review methodology. The results show that an empirical-quantitative research design is used most of the time. The contributions vary in substance in terms of research on XBRL and research with XBRL. Research with XBRL focuses on the development of conceptual XBRL extensions. Work on XBRL considers, for example, the changes in reporting as a result of XBRL as well as the acceptance and enforcement of financial reporting standards. The results point to open issues and are relevant for research and practice.     

The Dynamics of Self-Esteem and Physical Self: Between Preservation and Adaptation

The aim of this study was to model and characterize the psychologicalprocesses that underlie the dynamics of global self-esteem and physicalself over time. Twice a day for 228 consecutive days, seven participantscompleted a short inventory (PSI-6, Ninot et al., 2001) measuring sixsubjective dimensions: global self-esteem, physical self-worth, physicalcondition, sport competence, physical strength, and attractive body.Each series was modeled by means of ARIMA procedures. The resultsshowed that a simple moving average model provided a satisfactoryaccount for the dynamics of all series. This model suggests that acombination of two opposite processes underlies the dynamics ofself-concept: preservation, which tends to restore the previousvalue after a disturbance, and adaptation, which tends to inflectthe series in the direction of the perturbation.     

Endogenizing leadership in tax competition

In this paper we extend the standard approach of horizontal tax competition by endogenizing the timing of decisions made by the competing jurisdictions. Following the literature on the endogenous timing in duopoly games, we consider a pre-play stage, where jurisdictions commit themselves to move early or late, i.e. to fix their tax rate at a first or second stage. We highlight that at least one jurisdiction experiments a second-mover advantage. We show that the Subgame Perfect Equilibria (SPEs) correspond to the two Stackelberg situations yielding to a coordination problem. In order to solve this issue, we consider a quadratic specification of the production function, and we use two criteria of selection: Pareto-dominance and risk-dominance. We emphasize that at the risk-dominant equilibrium the less productive or smaller jurisdiction leads and hence loses the second-mover advantage. If asymmetry among jurisdictions is sufficient, Pareto-dominance reinforces risk-dominance in selecting the same SPE. Three results may be deduced from our analysis: (i) the downward pressure on tax rates is less severe than predicted; (ii) the smaller jurisdiction leads; (iii) the ‘big-country-higher-tax-rate’ rule does not always hold.     

Building foreign brand personalities in Russia: the moderating effect of consumer ethnocentrism

Based on a survey of Western brands in Russia, three contributions are offered to the literature on international brand-building. First, the Aaker brand personality scale (Aaker 1997) was tested in a Russian context. Important similarities and differences between Western and Russian brand personality perceptions were identified. Second, the results show that brand personalities of Western brands also have an impact on brand attitudes among Russian consumers. Third, and most importantly, it is demonstrated that the effect of Western brand personalities is heavily moderated by consumer ethnocentrism. Specifically, only low-ethnocentric consumers are influenced by foreign brand personalities.     

Quo Vadis,marketing? Toward a relationship marketing paradigm

The marketing mix and its 4Ps have remained the marketing paradigm for decades. In the article it is argued that the foundation for this paradigm is weak and that it has had negative effects on marketing research and practice. Contemporary research into services marketing and industrial marketing demonstrates that a new approach to marketing is required. This new approach is based on building and management of relationships. A paradigm shift in marketing is under way. The thoughts and actions of marketing academics and practitioners should not be constrained by a paradigm from the 1950s and 1960s.     

False Discoveries und Fehlinterpretationen wissenschaftlicher Ergebnisse

High-quality science communication to the public depends to a large extent on the way research findings are translated into comprehensible language and common speech. In this communicative process, a reasonable evaluation of the trustworthiness of empirical findings, based on an adequate interpretation of statistical analyses, is absolutely crucial. This paper’s authors argue that the credibility of science is jeopardised by two compromising developments within science itself: on the one hand, an inflation of ostensible empirical evidence related to misuses and misinterpretations of the concept of statistical significance, and, on the other, a sensationalist overvaluation of the results of single studies instead of an adequate representation of the available body of evidence in a given scientific field.