Size does matter:Effects of in-game advertising stimuli on brand recall and brand recognition

Rapid growth in the global gaming industry has created substantial opportunities for marketers. The potential and effectiveness of in-game advertising have attracted increasing attention from academics.Drawing on product placement literature, this study explores the influence of size (small, large), order (primacy, recency) and level of absorption (low, high) on consumer memory (brand recall and recognition) of well-known brands placed in a racing game. Using a controlled experiment, 285 participants were recruited to play the sports video game Trackmania 2 Canyon. Results indicate a positive effect of size, but order and level of absorption had no effect on brand recall and brand recognition. In particular, large size brands are recalled and recognised significantly better. Findings offer important implicationsfor marketers in a global gaming industry that is steadily growing

Luxury fashion brands: factors influencing young female consumers' luxury fashion purchasing in Taiwan

Purpose - Against the background of increasing consumption of luxury fashion brands by young female consumers in Asian countries, this paper offers insights into the consumption motives and purchasing behaviour of that market segment in Taiwan. Design/methodology/approach - Analysis of data collected using face-to-face semi-structured interviews with twenty-three 18-32 year-old fashion-conscious females was completed and new empirical insights are offered. Findings - The study found a high level of involvement in the world of luxury fashion retailing. Asian consumers devoured media commentary, drew inspiration from female celebrities, and treated information-seeking and discussion of luxury fashion brands with friends as a serious and enjoyable pursuit. The social status conferred by expensive fashion wear motivated them to spend on luxury brands even if their discretionary income was limited. Potential guilt in so doing was assuaged by rationalising that the quality was good and the purchase would be long lasting. Marketers targeting this valuable segment should communicate appeals to an aspirational lifestyle in traditional and social media, effective at reaching young women. Originality/value - The study reported in this article contributes to the limited published research into the luxury marketing sector in Asia by examining the buying behaviour of female Strawberry Generation consumers in Taiwan. It is the first to research and investigate the meanings attached to luxury by these individuals in the collectivist culture of Taiwan, as well as their motivations, and the factors influencing their purchase of luxury fashions. The study thus contributes with new knowledge to the buying of luxury fashion products by young female Taiwanese consumers, which may be extended to other collectivist cultures in Asia

An evaluation of the importance of marketing activities for export success of smaller sized New Zealand companies : a thesis prepared in partial fulfillment of the requirements for the degree of Master of Business Studies at Massey University

Various authors, including Porter, have emphasised the need for exporters to pursue activities that can gain a competitive advantage for the New Zealand export business. However, it is important to determine which of those activities are responsible for enhancing export performance. Of relevance to marketers are the marketing components which are more important in international marketing. Thus, this study tested the hypothesis that there is a positive relationship between marketing activities of planning, information search for opportunities, product adaptation and export success for smaller New Zealand companies. Export success was defined as the ratio of export sales to total sales. Exporters were also classified as per their level of export performance and differences in marketing strategies identified. To test the hypothesis, a sample of 320 small to medium sized New Zealand exporters was randomly selected from the four product categories of food (excluding meat), apparel, building and electrical. This selection of industries enabled analysis by both consumer and industrial groups. The results indicated that export intensity can be explained in terms of planning, information search and to a lesser extent product adaptation. In particular, information is a vital asset for exporters. The key appears to be maintaining contact with the export market in the form of company personnel travelling on fact finding missions or exhibiting products at overseas trade fairs. The marketing activity which showed a significant difference between high and low performing exporters was planning. The time involved and also the resources allocated to this activity by high performers demonstrated their commitment to exporting. Overall, this study has demonstrated the importance of certain marketing activities in terms of export success. If New Zealand smaller sized companies are prepared to lay the foundations for their export business in terms of planning and information gathering, then sustainability in New Zealand's export drive may be achieved. Knowledge is of two kinds. We know a subject ourselves, or we know where we can find information upon it. Samuel Johnson, 1709-1784 from Boswell, Life of Johnson, 1763

Luxury brands in the digital age - the trust factor

Luxury brand marketing has been suggested as one of the fastest growing industries with several research institutions routinely reporting on the market emphasising its considerable value. In a Verdict report, it is predicted that the global market for luxury branded goods will be worth £225bn by 2012. Until recently luxury brands were the preserve of affluent people from privileged backgrounds but with rising incomes and availability of credit, luxury brands have become more affordable to a wider range of consumers than previousl

Measuring the impact of an empiric antibiotic algorithm for pulmonary exacerbation in children and young adults with cystic fibrosis

BACKGROUND: Antimicrobial stewardship is a systematic effort to change prescribing attitudes that can provide benefit in the provision of care to persons with cystic fibrosis (CF). Our objective was to decrease the unwarranted use of broad-spectrum antibiotics and assess the impact of an empiric antibiotic algorithm using quality improvement methodology. METHODS: We assembled a multidisciplinary team with expertise in CF. We assessed baseline antibiotic use for treatment of pulmonary exacerbation (PEx) and developed an algorithm to guide empiric antibiotic therapy. We included persons with CF admitted to Children\u27s National Hospital for treatment of PEx between January 2017 and March 2020. Our primary outcome measure was reducing unnecessary broad-spectrum antibiotic use, measured by use consistent with the empiric antibiotic algorithm. The primary intervention was the initiation of the algorithm. Secondary outcomes included documentation of justification for broad-spectrum antibiotic use and use of infectious disease (ID) consult. RESULTS: Data were collected from 56 persons with CF who had a total of 226 PEx events. The mean age at first PEx was 12 (SD 6.7) years; 55% were female, 80% were white, and 29% were Hispanic. After initiation of the algorithm, the proportion of PEx with antibiotic use consistent with the algorithm increased from 46.2% to 79.5%. Documentation of justification for broad-spectrum antibiotics increased from 56% to 85%. Use of ID consults increased from 17% to 54%. CONCLUSION: Antimicrobial stewardship initiatives are beneficial in standardizing care and fostering positive working relationships between CF pulmonologists, ID physicians, and pharmacists