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Interfunctional coordination may be of primary importance to a firm developing a sustainable competitive advantage. This paper suggests that climate and socialization processes facilitate the development of interfunctional coordination, and thus its impact on firm performance. By merging the organizational culture, market orientation, climate, socialization, and competing values framework streams of literature to describe the process by which an organization positions itself in the competitive arena, a framework is developed and research propositions are offered.

Proposes that benefits would accrue as a result of the development of a halo marketing campaign for firms forced to serve unprofitable markets, and the pharmaceutical industry is used as an example. Halo marketing should allow firms to garner increased positive firm image and/or increased brand equity from serving these markets, as opposed to the unavailable traditional benefit of profit. Utilizes the international tourism literature to illustrate how firms may effectively use halo marketing since this literature has a history of applying halo marketing to increase travel to tourist destinations. Also integrates the corporate reputation literature base. Presents five research propositions regarding how these concepts could be applied to firms serving unprofitable markets.

Brand storytelling has been found to be an effective marketing tool. Unlike a brand story that originates from a firm, consumers’ brand storytelling is created, developed and shared by consumers. This research aims to examine whether consumers’ brand storytelling leads to increased favorable brand evaluations and compares its effects on consumer cognition and emotions, to a brand story generated by a firm.

Three experiments were conducted to test the hypotheses. In Study 1, a 2 (story: consumers’ brand storytelling vs brand story by a firm) × 2 (product: coffee shop vs airline mileage programs) between-subjects design was used. Studies 2 and 3 replicated Study 1 and investigated different measurements of the constructs using different brands. Additionally, a mediation analysis was conducted.

The results show that consumers’ brand storytelling increases favorable brand attitudes. Consumers present deeper cognitive processing and higher experienced positive emotions when they read consumer brand storytelling as compared to a firm-created brand story, leading to a more favorable brand attitude.

There is a lack of empirical research investigating how consumers’ brand storytelling is different from brand stories created by firms, and how consumers’ brand storytelling influences brand attitudes. This study extends the literature by clarifying how consumers respond to consumers’ brand storytelling and evaluates brands by exploring the underlying mechanism for the effect of brand storytelling via consumers’ cognitions and emotions.

The purpose of this paper is to develop and test through an experiment, an innovative online video teaching module that significantly improves financial literacy in college of business students. Specific business major financial literacy levels are also tested.

A total of 244 college of business students were given a financial literacy test. Half of the students were exposed to the “treatment” (watched a video module), while other half were not. The videos comprised 67 min of micro-lectures that students could download, free of charge, at their own convenience. The researchers analyzed the impact of a previous personal finance course on students’ financial literacy levels and tested across four business majors.

The video intervention was the most successful at increasing financial literacy, surprisingly more so than having taken a past personal finance course. Interaction effects were not significant. Four college majors were tested with a shorter, improved financial literacy measure – finding, to our surprise that non-quantitative business majors (particularly marketing students) are not less financially literate than other majors. Supporting past research, the authors found that female and African-American college students performed significantly lower on the test.

The research adds value to the literature by developing and testing a modern, novel teaching innovation to improve financial literacy in young adults. Using an experimental setting, the authors showed that the innovation was more effective than the commonly proscribed personal finance course. This is one of the few studies to measure financial literacy levels for specific college of business majors.

The aim of this study is to explore the relationships between actual (ASC) and ideal self-congruence (ISC) and harmonious (HBP) and obsessive brand passion (OBP).

Study 1 uses a sample collected via Amazon’s Mechanical Turk to test a baseline conceptual model which links ASC and ISC to HBP and OBP. Study 2 employs a sample outsourced through Qualtrics. Study 2 had dual objectives: to replicate Study 1 using a larger and more diverse sample and to test whether hedonic brand characteristics may affect the hypothesized relationships between two types of self-congruence and two types of brand passion.

The findings suggest that different types of self-congruity influence different types of consumer passion for the brand. Specifically, a fit between brand personality and one’s true self (ASC) helps develop a passion for the brand that is self-affirming and in harmony with other facets of the consumer’s life. Fit between brand personality and one’s ideal self (ISC) leads to OBP. The results suggest that hedonic benefits of a brand do not moderate the relationship between ASC and HBP.

This research examines the duality of brand passion (harmonious and obsessive) and the relationships with consumers’ ASC and ISC. It provides insight into how a product-related context variable (hedonic nature of the product) can moderate these relationships and further augments the nomological network of the dual brand passion concept in the brand consumer context.

US demographers predict that women, people of color and ethnic minorities will represent over 50 percent of all new entrants to the US workforce by 2008. This shift in demographics plus the pressure from a growing competitive global marketplace are forcing organizations to rethink models of business success. The authors describe how organizations can ensure their readiness to effectively align business strategies with today's demographic and market realities to achieve growth, profitability, and sustainability. This study updates the literature by connecting the leadership literature with diversity research. The theory development of this study reviewed the progress made and the future prospects and potential profits for US businesses in leading today's diverse workforce. Findings from interviews and focus groups with senior executives, representing a cross section of American industries, led to best practices recommendations for capitalizing on the strategic benefits of diversity.