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Consumers’ engagement with brands online is increasingly important for marketers for both promotion of their brand’s message and sales. The purpose of this paper is to examine if consumers’ brand schematicity, a generalized consumer disposition to process information using brand schema, influenced their proclivity to engage with brands online through consuming and co-creating brand-related content, and the influence of online brand engagement on actual purchase of brands.

Two experiments were conducted to test the hypotheses.

Study 1 shows that brand schematicity increases online brand consumption and online brand co-creation and Study 2 shows that this online brand engagement is not always beneficial to brands in terms of sales. Specifically, because of resource depletion, consumers who co-create brand content online may purchase brands less while those that consume online brand content purchase more brands.

There is a lack of previous research addressing individual differences in consumers’ online brand engagement that this paper investigates. Further, a generalized, dispositional variable such as brand schematicity has not been hitherto investigated in the context of consumers’ online behavior. Finally, this paper shows counter-intuitive effects of online brand engagement on brand purchase.

Customers have high expectations that company representatives contacted online will go out of their way to be helpful. One type of social media that may be particularly useful as a customer relationship management (CRM) tool is microblogging platforms such as Twitter. The purpose of this paper is to look at the impact of perceived helpfulness of customer representative microblog responses on people's perceptions of brand trust, brand benevolence, brand attitudes and intentions to try or purchase a brand.

A field experiment was conducted to manipulate three variables: type of helpfulness response (empathetic or problem‐solving), amount of helpfulness (less or more helpful), and interface in which responses were viewed (branded, Google, or Twitter).

The interaction between type of helpfulness and amount of helpfulness led to greater perceptions of company trustworthiness and benevolence when there were many problem‐solving responses than when there were few, but the number of empathetic postings did not reveal this same pattern. Furthermore, attitudes towards the brand were greater when there were many problem‐solving postings than when there were few problem‐solving postings, and lower when there were many empathetic postings than when there were few empathetic postings.

Marketers must think carefully about whether they have the necessary resources to successfully engage consumers on microblogs. This paper found that simply acknowledging that a problem exists is not the level of engagement that consumers expect. Thus, companies that cannot afford to monitor microblogs for signs of consumer distress and then respond to consumers' problems are advised to not publicly respond in purely empathetic ways.

The purpose of this work is to test several incentive strategies for attaining new customers via electronic referrals, or e‐referrals. The paper aims to examine: the roles of both the magnitude of the incentive offered to the sender and the magnitude of the incentive offered to the receiver; and the effect of equity versus inequity of financial incentives for the two parties.

The study consisted of a large‐scale field experiment conducted with 45,000 members of an online mall. The participants were divided into eight conditions in an incomplete two‐factor 4×4 between‐subjects design, where not every combination of incentive magnitudes was utilized and the magnitude of the incentive offered the receiver and sender varied in size such that sometimes rewards were equal, sometimes receivers of the e‐referral had larger rewards, and sometimes senders of the e‐referral s received more. Dependent measures included the number of e‐referrals sent, the number of those e‐referrals that lead to a new customer registering, and the number of new registrants that converted to buyers from completing a purchase.

The results demonstrate that both the magnitude of financial incentives, and the relative magnitude of the incentives for the senders and receivers both influence e‐referral rates. Specifically, it was found that offering higher incentives to senders and receivers led to an increase in referral invitations sent, new member sign‐ups and new buyers. It was also found that the disparity between incentives offered to senders and receivers affected e‐referral rates and that inequity should favor the sender to enhance results.

This paper offers marketers valuable insights as to how different combinations of financial incentives to receivers and senders can affect e‐referral rates. The findings suggest that potential referrers respond not only to referral incentives but also to the disparity between their incentives and the receivers' incentives.

This research explores the path that social media influencers affect target consumers to purchase a certain brand posted in their contents.

Using a sample of 510 Weibo users in China, the conceptual model is tested by structural equation modeling (SEM) in Lisrel 8.8 statistical software.

This study examined that influencers' source characteristics stimulate consumers' positive attitudes (image satisfaction and/or advertising trust), in turn affect consumers' purchase intention. The expertise, originality and homophily of influencers positively affect two attitudes of consumers. The attractiveness only positively affects image satisfaction, and the interactivity only positively affects advertising trust. Besides that, this study also verified the mediating role of consumers' self-brand connection between the two attitudes and purchase intentions.

By distinguishing two different attitudes of consumers and incorporating consumers' self-brand connection, we proposed a complete theoretical framework for the overall mechanism of influence marketing based on communication–persuasion matrix.

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This wealth of material poses problems for the researcher in management studies — and, of course, for the librarian: uncovering what has been written in any one area is not an easy task. This volume aims to help the librarian and the researcher overcome some of the immediate problems of identification of material. It is an annotated bibliography of management, drawing on the wide variety of literature produced by MCB University Press. Over the last four years, MCB University Press has produced an extensive range of books and serial publications covering most of the established and many of the developing areas of management. This volume, in conjunction with Volume I, provides a guide to all the material published so far.

The substitution of an imitation of some kind for the article actually asked for or desired by the purchaser is a particularly mean form of deception which is practised nowadays to an almost incredible extent. It is astonishing and mournful that so many persons should be concerned in the deliberate initiation, fostering, and carrying on of so shameful a system, and that others are to be found who in speech and print seem willing to lend to it either their countenance or condonation. One must suppose that there exists a form of moral obliquity or distortion—at first accentuated and ultimately rendered incurable by the acquirement and contemplation of illegitimate gains—which makes the sufferer incapable of grasping the fact that the proceedings in question are utterly degrading and iniquitous. However this may be, the circumstances are such that a strong endeavour ought to be made to get the public to appreciate them, and to expose and, as far as may be possible, to punish those who are guilty, at any rate of the worst types of fraudulent dealing referred to. The Daily Mail and, in a lesser but important degree, the Daily News, have rendered excellent service by directing attention to the matter. The articles which have been published up to the present in these newspapers have been reprinted in pamphlet form under the title of “ The Fraud of the Label,” and a study of this brief but telling exposé may be strongly recommended to all and sundry. A most appropriate quotation from Sir WALTER SCOTT'S “Kenilworth ” appears on the title page: “ Some … plainly admitted they had never seen it; others denied that such a drug existed … and most of them attempted to satisfy their customer by producing some substitute … which, they maintained, possessed in a superior degree the self‐same qualities.”

Presents a contemporary baseline study of US‐based international freight forwarders. Provides much needed information on industry characteristics, which should reduce the occurrences of managers making important distribution decisions based only on conjecture, subjective perceptions and commonly held assumptions. Addresses three research questions, focusing on the selected demographic characteristics of US‐based forwarders; the differences between “pure” forwarders (those concentrating primarily on consolidating shipments for international water transport) and “diversified” forwarders (those providing other intermediary services, those deriving a noticeable portion of revenues from air shipments); and the forwarders′ views as to the primary reason for shippers using their companies. Describes methodology and analyses, results and implications.

The great difficulties which attach to the fixing of legal standards of composition for food products have now to be grappled with by the Departmental Committee appointed by the Board of Agriculture to consider and determine what regulations should be made by the Board, under Section 4 of the Sale of Food and Drugs Act, 1899, with respect to the composition of butter. As we predicted in regard to the labours of the Milk and Cream Standards Committee, so we predict now that the Butter Committee will be unable to do more than to recommend standards and limits, which, while they will make for the protection of the public against the sale of grossly adulterated articles, will certainly not in any way insure the sale of butter of really satisfactory, or even of fair, composition. Standards and limits established by law for the purposes of the administration of criminal Acts of Parliament must of necessity be such as to legalise the sale of products of a most inferior character, to which the term “genuine” may still by law be applied as well as to legalise the sale of adulterated and sophisticated products so prepared as to come within the four corners of the law. It is, of course, an obvious necessity that official standards and limits should be established, and the Board of Agriculture are to be congratulated upon the manner in which they are endeavouring to deal with these extremely knotty problems; but it is important that misconception on the part of the public and the trade with respect to the effect of the regulations to be made should be as far as possible prevented. All that can be hoped for is that the conclusions at which the Committee may find themselves compelled to arrive will not be such as to place too high and too obvious a premium upon the sale of those inferior and scientifically‐adulterated products which are placed in such enormous quantities on the food market.

Based on attribute research in marketing, importance-performance analysis (IPA) provides a useful analogy to examine employer branding concepts. The purpose of this paper is to use IPA to evaluate employees’ perceptions of important employer value proposition (EVP) attributes and their corresponding psychological contract fulfillment scores. IPA is applied to 40 EVP attributes and their corresponding EVP dimensions – “Economic Value”, “Development Value”, “Social Value”, “Work Value” and “Employer Reputation.” Further, the paper examines the difference between highly engaged and less engaged employees in their relationship to importance and fulfillment of the five EVP dimensions.

Data were drawn from information technology-business process management employees (n=520) in India through a questionnaire survey. The IPA matrix was used to plot the importance and fulfillment scores. Independent samples t-test was used to assess the difference between high and low engagement scores.

The results indicate that several EVP attributes fall within the “Concentrate Here” quadrant that requires more focus. With respect to EVP dimensions, social value needs focus; economic value received “Low Priority”; and work value and employer reputation are identified as “Potential Overkill.” The findings also suggest that, organizations should engage employees across all dimensions, by both prioritizing and fulfilling their obligations promptly.

The study highlights the need for HR practitioners and academicians to draw insights from attribute research in marketing to effectively devise the employer branding strategy of individual organizations.

This paper is the first of its kind to apply IPA to EVP attributes, which contributes to the growing literature on employer branding.

Debates regarding climate change risk perception (CCRP), particularly its scale and impact on social and environmental sustainability, have continued for decades. CCRP is experiencing a renaissance with an increased focus on environmentally relevant behaviors to mitigate the effects of climate change. However, CCRP lacks investigation from the employee perspective. Supported by the social exchange and value–belief–norm theories, this study aims to address the impact of employees’ CCRP on their proenvironmental behavior (PEB) via the moderating roles of environmental values and psychological contract breach.

The nonprobability convenience sampling technique was used to collect survey data from a sample of 299 employees across 138 manufacturing firms in Pakistan.

The results show that employees’ CCRP positively impacts their PEB and that this relationship is moderated by their environmental values and psychological contract breach. Specifically, environmental values strengthen the CCRP–PEB relationship, while psychological contract breach weakens it.

The findings of the study emphasize useful guidance for managers and practitioners as a future avenue to restructure the climate change framework by emphasizing the conditions (i.e. environmental values and psychological contract breach). In doing so, the study is beneficial for managers and practitioners in helping to increase employees’ PEB through the development of climate change action plans.

To the best of the authors’ knowledge, this study is one of the first investigations into CCRP–employees’ PEB nexus in the developing country context. The study incorporates social exchange and value–belief–norm theory, which serve as the CCRP’s theoretical underpinnings. The findings advance the new knowledge about a firm’s social responsibility to achieve the sustainable development goals outlined in the UN’s 2030 Agenda.