Brand Personality Creation through Advertising

Brand Personality is one of the core dimensions of brand equity. Brand personality refers to the emotional side of a brand image. It is created by all experiences of consumers with a brand, but advertising plays a dominant role in personality creation. In this paper we explore the mechanism that builds brand personality with the help of advertising. We integrate advertising models with the theory of brand personality. Our integrated framework leads to a number of propositions that set an agenda in this field. In building our framework we incorporate theories from the fields of marketing (brand equity and advertising), communication science and psychology (personality).Economics ;

Social and spatial ubiquity of information and communication technology: a policy perspective

In this paper, we analyze some fundamental impacts of the process of informatization. Inparticular, we address socio-economic and spatial impacts and discuss possible consequences for policy. Our objective is to discuss issues concerningthe desirability, necessity and possibility of government responses to the process of informatization. After a general introduction, we turn to a moredetailed discussion of three highly relevant areas for policy: market structures, urban networks and media use. Finally we discuss the options forpolicy, as well as the need to regulate the informatization proces

Antecedents of Effective Decision Making: A Cognitive Approach

Decision-making effectiveness has been associated with how well managers adapt their cognitive style to task requirements. In this paper, theories regarding decision-making under uncertainty and the use of judgment and intuition are reviewed and integrated. Cognitive Continuum Theory (CCT), positing a one-dimensional continuum of cognitive styles anchored by intuition and analysis, is extended: Four fundamental decision styles are identified and evaluated for their relative effectiveness under various task conditions. Propositions are developed with respect to the relationships between decision task characteristics and the likelihood of using two cognitive systems, and with respect to potential moderators of decision-making effectiveness. The propositions are integrated into a comprehensive theoretical model. Major contributions of the study are a conceptual clarification of the distinctions between intuition, heuristics and bounded rationality on the one hand, and the assessment of the scope of various cognitive styles as well as the identification of moderators of their effectiveness on the other. Research implications and some suggestions for managerial practice are provided.Economics ;

The Geography of R&D; Tobit Analysis and Bayesian Approach to Mapping R&D Activities for The Netherlands

Regions vary strongly according to the participation of firms in R&Dactivity.By linking data on R&D activity at thefirm level with GIS based data on economic, and other locationfeatures of zoneswe are able to investigate the impactof local factors on R&D involvement for various types of firms.The relative importance of local factors as determinants of R&Dinvolvement ofthe firms is estimated by means of atobit model. Rather strong differences are found between zones in thesame urbanregion. For example modernmanufacturing firms located in the centre of the large cities haverelativelylow levels of R&D, the opposite holds forrings of zones at a certain distance from the cities. Bayesianmethods are usedfor map presentations of the survey data

Consumers’ Trade-Off Between Relationship, Service Package, And Price: An Empirical Study In The Car Industry

The prime objective of our study is to assess whether consumer segments based on relational aspects, service aspects, or price aspects have different preferences concerning these three key decision making variables when buying a car. In addition, we assessed consumer segments resulting from simultaneously incorporating relationships, service package, and price. We investigated a large sample of Mitsubishi drivers in the Netherlands emphasizing consumers’ trade-off between dealer relationship, service package and price. Conjoint analysis showed that dealer relationships (as opposed to price) represent a very important decision making variable when buying a car and consumer preferences concerning relationships provide a useful instrument for segmenting markets. Cluster analyses on the basis of three aspects simultaneously revealed that some consumers do value relationships, while others emphasize the service package in their purchase, both opposed to the third segment that is most probably not inclined to be loyal to a car dealer at all.Our study clearly indicates that different consumer segments can be distinguished on the basis of preferences for relationships and service packages rather than on the basis of price. This knowledge enables car dealers to use their resources more effectively.marketing ;