Search results

The purpose of this paper is to see whether children’ regulatory fit/nonfit can moderate the implicit influence of in-game advertising.

An experiment was done with 418 children (aged 7–11) from three primary schools in a middle-size city in China that voluntarily took part in the experiment. Children were randomly allocated to the following four conditions: playing a game without any brands (a control group), playing the same game and exposed to a subtle in-game advertising (a test control group), playing the same branded game with regulatory fit (regulatory fit group) and playing the same branded game with regulatory nonfit (regulatory nonfit group).

The results first suggest exposure to in-game advertising makes children more likely to choose it afterward, despite most of them are not aware being exposed to it. The results further suggest children’s regulatory fit does not further increase children’s choice of the focal brand, suggesting linking the focal brand to fun and engaging game experiences is sufficient to influence their brand choice. However, children’s regulatory nonfit attenuates the implicit influence of in-game advertising.

By focusing on children’s game strategy, this research complements the extant literature that only focuses on advertising features and/or game character to document the implicit influence of in-game advertising. In addition, by focusing on regulatory fit/nonfit, this paper provides initial evidence how contextual factors such as children’s game strategy may help them cope with advertising influence built on affect transfer.

Drawing on information processing theory, this paper aims to study how consumers’ liking of background music in advertising affects their purchase intention and explore the roles of positive brand attitudes, music mode and music tempo within such a relationship.

We created several radio advertisements that promote two fictitious products: an electric car (EcoCar) and a reusable coffee mug (EcoMug). We study the role of music in these advertisements and examine how it affects purchase intention across multiple experiments.

We confirm the prediction that positive brand attitudes mediate the relationship between music liking and purchase intention. We also show that music moderates such an indirect relationship because major mode music strengthens the effect of positive brand attitudes on purchase intention. Additionally, we find that major mode music with a fast tempo can further strengthen the effect of positive brand attitudes on purchase intention. As a result, the indirect effect of music liking upon purchase intention via positive brand attitudes will be moderated jointly by the music mode and the music tempo.

Limited scholarship explores how the subjective characteristics of music affect consumer buying behaviour in conjunction with the objective characteristics of music. The current research addresses this gap by investigating how music liking (a subjective characteristic of music) and music mode and tempo (objective characteristics of music) affect consumer buying behaviour.

The authors’ research examines the impact of cross-cultural difference in dialectical thinking on consumers' responses to androgynous brands and its implication for brand equity. Their research also aims to see how consumers take both feminine and masculine attributes into consideration to form their judgments of androgynous brand equity and whether this process is moderated by brand positioning.

The authors did two experiments with 400 Chinese consumers (high in dialectical thinking) and 528 British consumers (low in dialectical thinking) to test our framework.

The authors’ experimental results suggest an androgynous brand has higher brand equity in China than in the UK. Furthermore, Chinese consumers rate higher feminine/masculine attributes of masculine/feminine brands. In addition, an androgynous brand's equity is mainly driven by its less dominant attributes. Finally, their results suggest that brand positioning moderates the mediating role of less dominant attributes, more evident when brand positioning matches (vs mismatches) an androgynous brand's more dominant attributes.

By focusing on cross-cultural differences in dialectical thinking, the authors’ research offers a novel approach to reconcile existing inconclusive results on androgynous brand equity. Second, to their best knowledge, their research is the first to examine how feminine and masculine attributes jointly decide androgynous brand equity. Finally, by focusing on brand positioning, their research highlights the importance of an androgynous brand's less dominant attributes in driving its brand equity and provides a tool international marketing managers can use to strengthen such influence.

The main purpose of this chapter is to highlight the latest research on the implicit influence of online game advertising on children and to discuss some possible solutions to help them cope with this implicit influence.

This chapter reviews key theories and relevant empirical evidence in the literature on advertising to children in order to highlight the implicit influence of online game advertising on children.

Children can be influenced by online game advertising outside their awareness.

The chapter challenges the effectiveness of current advertising literacy education.

This chapter highlights the implicit influence of online game advertising on children. It also proposes alternative approaches to current advertising literacy education to help children cope with the implicit influence.

The purpose of this study is to numerically investigate the time-varying mixed lubrication performance of microgroove journal-thrust coupled bearing (MJTCB) under nonlinear excitation.

A three degree of freedom (3-DOF) dynamic model of the rotor coupling with the transient mixed lubrication behavior is established. Based on numerical predictions, the role of the microgroove on the time-varying mixed lubrication performance of MJTCB is identified. The effects of the microgroove depth, microgroove shape and external load on the time-varying mixed lubrication performance of MJTCB are also studied.

Numerical results show that the effect of the coupling hydrodynamic on the time-varying mixed lubrication performance of the coupled bearing is strengthen with the increasing of microgroove depth. Furthermore, it is found that the optimal microgroove shape for the thrust bearing, arc or rectangle, highly depends on the microgroove depth. Finally, the contact performance of the thrust bearing is slightly affected by the radial external load.

This study is expected to achieve a better understanding of the time-varying mixed lubrication performance of MJTCB under nonlinear excitations.

Adopting a multidimensional view is a characteristic of systems thinking in school leadership, which involves recognizing that each component of the school system necessarily has more than one cause, result or solution. This study explores how case-based learning has contributed to the development of adopting a multidimensional view in educational leadership students.

The present study was qualitative in nature. Study participants were 32 graduate students from an Israeli college of education who participated in case-based learning held in a 14-session course. The data collected for this study included journal entries written by these students after each session. Overall, 318 journal entries were analyzed through a four-step process: sorting, coding, categorizing and theorizing.

Data analysis indicated three aspects of adopting a multidimensional view developed through case-based learning: acquiring a principal's perspective, recognizing other schools' perspectives and exposure to other individuals' perspectives.

This study joins other recent efforts to find ways to develop influential educational leaders, suggesting that case-based learning contributes to the development of adopting a multidimensional view in educational leadership students.

Microfinance institutions (MFIs) provide credit to low-income beneficiaries, enabling them to gain access to financial assistance. To ensure that clients are protected, all MFIs should adhere to basic corporate governance principles to guarantee uniform standards, transparency and good corporate governance practices in their institutions. Hence, the purpose of this paper is to explore the client protection practices and sustainable performance of Amanah Ikhtiar Malaysia (AIM), a leading MFI in Malaysia.

Closed-ended questionnaires were distributed to managers and assistant managers at 76 AIM branches across the peninsular Malaysia. A response rate of 68 per cent was achieved from the total questionnaires distributed.

The result shows that the level of client protection in AIM is high. It shows that accountability and debt collection process have a significant influence on the level of sustainable performance of AIM, whereas transparency and transaction costs have an insignificant impact on the level of sustainability of AIM. Consistent with the agency theory and institutional theory, the result also implies that having better debt collection process policy and structure, and accountability among management will enhance the level of sustainability of AIM.

Previous studies focused on the single issue of sustainability in microfinance, such as on repayment performance among the poorest people whom AIM served as clients. However, studies on the accountability towards clients are still underdeveloped by researchers. Hence, the current study fills the gap by examining whether client protection affects the sustainability of AIM.