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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.

Constructive deviance has received increasing attention across the last 20 years. However, because the distinction between constructive and traditional forms of deviance (i.e., destructive) is based on the intent behind the behaviors, it can be difficult to determine which acts are constructive. As an umbrella construct consisting of several forms of deviant acts (e.g., whistle-blowing, employee voice, necessary evils), research into constructive deviance has largely remained focused on the individual behaviors to date. While advancements have been made, this focus has limited the consideration of an overarching understanding of constructive deviance in the workplace. Further, constructs like constructive deviance that straddle the bounds between beneficial and detrimental necessitate the exploration into their antecedents as determined by the employees (i.e., apples), their environments (e.g., barrels), or some combination of the two. The author seeks to advance the research in constructive deviance by proposing a testable model. In which, the author develops an interactionist perspective of the antecedents to reposition constructive deviance as the acts of good employees in restrictive or negative environments. In doing so, the author considers how various aspects of individuals, their organizational environments, and the influence of their leaders interact. The author then develops a multi-stakeholder approach to the outcomes of constructive deviance to consider how the various parties (i.e., organization, coworkers, customers) are expected to respond and how these responses impact the more distal outcomes as well as the likelihood of engaging in future constructive deviance.