The potato tuber moth (PTM) is an oligophagous pest on solanaceous crops. We tested adult olfactory behavior and larval development on 5 cultivated tomato varieties leaves including Moneymaker, Campari, Ailsa craig, LA3475 and E6203, and one wild species, S. pimpinellifolium. Bioassay on PTM larvae showed highest developmental performances in Ailsa craig, and lowest in LA3475. Tomato leaf hydro-distilled oils of Moneymaker, Campari, Ailsa craig, S. pimpinellifolium and E6203 showed strong attractiveness and LA3475 exhibited repulsiveness for mated adult PTM of both sexes in two-armed bioassay. The hydro-distilled oils of all tomato leaves contain the fatty acid n-hexadecanoic acid as a major compound. We conformed presence of n-hexandecanoic acid (palmitic acid) in the leaves by GC-MS. LA3475 consists of (1-hexyltetraecyl) cyclohexane (10.5%) as the second major compound which was absent in all other tomato varieties. A standard sample palmitic acid was tested against the pest at 0.1, 1 and 10 mg/ml did not show any significant olfactometer effect. On other hand, phytol showed a weak attractiveness (60.7-63.6%) and (57.6-60.5%) for male and female PTM, respectively at 0.1, 1 and 10 mg/ml. Additionally, SEM of these tomato varieties leaves showed they have trichomes with distinct shapes. We are working on HPLC, and GC-MS analysis of specific chemicals in trichomes of these tomato varieties leaves.

Residual contact vial (RCV) method was used to monitor insecticide resistance in field populations of the melon thrips, Thrips palmi. Median lethal doses (LD50) at 8 h post-treatment of six insecticides (chlorfenapyr, cyantraniliprole, cypermethrin, dinotefuran, emamectin benzoate and spinosad), which are commonly used for T. palmi control, were determined at 8 h post-treatment using a susceptible RDA strain. The diagnostic doses for on-site resistance monitoring of the six insecticides, which were determined as two-fold higher doses of LD90 for the RDA strain, were in the range of 0.299 to 164,25 μg-1cm2. To test the applicability of RCV for T. palmi, insecticide resistance levels in three field populations (Gyeonggi; GG_AS, Chungbuk; CB_CJ, Jeonbuk; JB_KJ) were evaluated. Field populations showed reduced mortality (0-50% mortality) to spinosad, cypermethrin, cyantraniliprole and emamectin benzoate, that they have different degree of resistances to these insecticides. In particular, all test field populations exhibited 0% mortality to spinosad, suggesting wide spread of spinosad resistance in the field. Moreover, no detectable mortality to emamectin benzoate was observed in JB_KJ strain, suggesting uneven distribution of emamectin benzoate resistant population of T. palmi. To provide more precise information on resistance profiles and distribution in T. palmi populations, it would be necessary to conduct a large scale resistance mapping for broad geographical regions.

Small hive beetles (SHBs) are parasites of bee colonies and is one of the invasive pest species worldwide. In this study, we aimed to investigate a chemical responsible for the attractiveness of a hive to this pest. Based on the laboratory observation, we found the fermented pollen dough (honey bee food) was highly attractive to adult SHBs. Olfactometer bioassay showed the crude methanol extract of this material is attractive to both sexes (> 60%). However, the methanol extracts of fresh honey and pollen patty which we used as a food of SHB were not attractive to the pest. The crude methanol extract of fermented pollen dough was subjected to partitioning with n-hexane, chloroform, ethyl acetate, and n-butanol. The n-hexane and chloroform fractions were attractive > 80% for both sex SHBs. On the other hand, ethyl acetate and n-butanol were repulsive >70% and >80%, respectively. The wandering larvae of the pest showed a reverse response for the solvent fractions observed in adults. HPLC and GC-MS analysis indicated the methanol extract of fermented pollen dough constitute butanoic acid (7.70%), neopentylamine (7.29%), (E)-9-octadecenoic acid ethyl ester (3.89%) and hexadecanoic acid, ethyl ester. While these compounds were not found even in a trace level in the methanol extract of honey and pollen patty. Based on this findings these constituents of the fermented pollen dough were formed by the action of SHB and its larvae and we believe these volatile organic compounds are responsible for attractiveness to SHB as pollen dough undergoes attach by SHB and ferment. We are working on investigating attractiveness of each of these chemicals toward the pest. We recommend further work on these chemicals for their application to control this pest.

Laodelphax striatellus is an important pest of rice due to not only sucking rice seedlings, but also transmitting serious plant viruses. Among various kinds of insecticide groups (carbamates, organophosphorus, neonicotinoids, etc.), carbofuran, a systemic carbamate insecticide, has been most extensively used to control rice pests including L. striatellus, resulting in widespread carbamate resistance in Korea and other Northeast Asia countries. To identify the genes associated with carbofuran resistance, we obtained a 14-fold higher resistant strain (SEL9) from the mixed-field population (SEL0) by consecutive selection. A transcriptome-based analysis was conducted and differentially expressed genes (DEG) were compared between the SEL9 and SEL0 strains. A total of 96,185,150 reads were analyzed, of which 62,860,430 reads were mapped. From these reads, 15,356 transcripts were annotated. A total of 327 up-regulated and 275 down-regulated genes were identified in the resistant SEL9 strain compared to SEL0 strain by DEG analysis. Gene ontology (GO) analysis was performed using DEGs showing statistical significance (P < 0.05). The GO analysis identified 1,320 genes in biological process group, 1,100 genes in cellular component group and 428 genes in molecular_function group.

The Japanese pine bast scale, Matsucoccus matsumurae (Kuwana, 1905), is a destructive pest of pine trees in America, East Asia and Northern Europe. The spread of damage to black pine trees, Pinus thunbergii, of M. matsumurae was reported from all southern, and some eastern and west costal regions in Korea, under the name of M. thunbergianae which was newly described by Miller & Park (1987) as a new species. Historically, M. thunbergianae was synonymized with M. matsumurae by Booth & Gullan (2006), on the basis of molecular sequence data. However, the supporting data for the synonym is unavailable in any DNA database, such as GenBank and BOLD. Moreover, M. thunbergianae have been still used to the resent scientific studies in Korea. Here, we performed morphological and molecular comparison to review the result of Booth & Gullan (2006), using M. matsumurae from Fukuoka, Japan and topotype materials of M. thunbergianae from Goheung, Korea. Our data supported the opinion of Booth & Gullan (2006) following results: The morphological features of adult female and male of M. thunbergianae are identical to those of M. matsumurae. Also, DNA sequences (COI, 18S rDNA and 28S rDNA) of M. thunbergianae showed identical or very low genetic distances with those of M. matsumurae. From the regional sampling in Korea, M. matsumurae was newly found in Jeju and Seoul.

Hymenoptera is one of four largest orders of insects, with over 150,000 described species, 132 families, 27 superfamilies, and 2 suborders. There are currently about 3,000 hymenopteran species in 65 families and 20 superfamilies known in South Korea, of which the majority of the families have been studied while some of them are still poorly studied. The present overview on South Korean Hymenoptera aims to provide brief taxonomic history of the studies, a complete bibliography, a list of South Korean hymenopteran species, and information on South Korean hymenopterists for each taxon.

The black pine bast scale, Matsucoccus thunbergianae Miller et Park, is one of the severe pest to pine forests in South Korea. In 1963, a severe pine damage by unknown causes were reported at Goheung region and it turned out that the damage was caused by the black pine bast scale, M. thunbergianae 20 years later. The black pine bast scale have been causing serious damage to Japanese black pine forests in the east and southwestern coastal area of South Korea and its distribution has been expanded. The areas of Japanese black pine forests damaged by M. thunbergianae was 4,043ha in 41 cities or districts in 2017. In males, two nymphal instars are followed by wingless preadult, the pupa, and the adult, whereas the female adult directly emerges from the second nymphal instar. According to recent sex pheromone survey for male adult, M. thunbergianae occur mainly single generation in South Korea with possibility its phenology was advanced probably due to climate change. Until now, the most effective measure to control the black pine bast scale is to trunk injection with insecticides after thinning of a damaged pine forest.

The control of crop diseases still largely relies on spray applications of standard synthetic fungicides. As a result, the development of fungicide resistance by pathogens is a major limiting factor for the control of diseases. In this paper, the recent outbreak of practical resistance to fungicides including sterol demethylation inhibitor (DMI), Quinone outside inhibitor (QoI), and succinate dehydrogenase inhibitor (SDHI) fungicides as well as the progress of related research will be discussed. To combat resistance development, the Research Committee on Fungicide Resistance, the Phytopathological Society of Japan, was established in 1991 and has been conducting several activities. The Committee made a guideline indicating how to use at-risk fungicides. The occurrence of fungicide resistance may rather increase in the future as the choice of fungicides is often difficult due to the lack of effective alternatives. Development and integration of disease management tools such as disease-resistant or -tolerant cultivars and non-fungitoxic disease resistance inducers need to be accelerated more rapidly not only to dissolve the problem of fungicide resistance but also to reply public concerns about agrochemicals.

As social media penetrates more deeply into people’s everyday lives, social commerce (a type of commerce that combines SNS features and possibility for commercial transactions) has enjoyed unprecedented growth. Shopping on Facebook is a representative example of social commerce platform that allows consumers to interact with other users, exchange information and purchase products without leaving a Facebook page. Social commerce presents great opportunities for marketers in terms of leveraging social aspects of shopping experience. It also offers a large potential for Korean companies to reach various target markets, as well as establish their presence abroad. Yet, acceptance of social commerce as a legitimate shopping channel has been slow, and consumers are still hesitant to shop via Facebook. This study draws on uses and gratification theory and the concept of perceived risk to examine how different motives for SNS use and the associated types of perceived risks can affect the purchase intention on the platform. Empirical data from 288 young users of Facebook were analyzed. Findings identified two main motives for SNS use: information-related motive and communication-related motive. Information-related motive significantly affected the intention to shop on Facebook, whereas communication- related motive did not have any significant influence. Risks associated with shopping via Facebook included delivery risk, security risk, social risk and economic risk. Overall, consumers perceived a higher level of security and social risk associated with shopping on Facebook. However, only social risk had a significant negative influence on the purchase intention. Awareness and previous experience of buying via social commerce platform positively affected consumers’ purchase intention.

이 논문이 천착하는 것은 예수회의 무굴 제국 선교 역사 가운데 스페인 출신의 선교사 제롬 사비에르가 이끌었던 제3차 선교이다. 특히, 그리스도교에 대한 관심이 지대했던 무굴 제국의 황제 악바르의 요청에 따라 사비에르가 집필한 Mirʾāt Al-Quds (The Mirror of Holiness)에 주목한다. 악바르는 사비에르에게 그리스도의 생애를 페르시아어로 집필할 것을 요청하였고, 사비에르는 1602년 Mirʾāt Al-Quds라는 제목의 저서를 황제에게 봉헌했다. 사비에르는 이 책을 통해 일차적으로 악바르의 지적 욕구를 충족시키고자 했을 뿐만 아니라, 궁극적으로 그리스도의 신성을 입증하고 악바르를 그리스도교로 개종시키려는 목적을 갖고 있었다. 사비에르의 Mirʾāt Al-Quds는 무슬림의 예수 이해와 충돌을 일으켰고, 결국 악바르의 후계자인 자한기르 시대에 예수회 선교사와 무굴 제국의 무슬림 학자들 간의 궁정 토론을 촉발하였다.

A citric acid functionalized graphene oxide nanocomposite was successfully synthesized and the structure and morphology of the nanocatalyst were comprehensively characterized by Fourier transform infrared spectroscopy, energy-dispersive X-ray analysis, X-ray diffraction patterns, atomic force microscopy images, scanning electron microscopy images, transmission electron microscopy images, and thermogravimetric analysis. The application of this nanocatalyst was exemplified in an important condensation reaction to give imidazole derivatives in high yields and short reaction times at room temperature. The catalyst shows high catalytic activity and could be reused after simple work up and easy purification for at least six cycles without significant loss of activity, which indicates efficient immobilizing of citrate groups on the surface of graphene oxide sheets.

The present study applies asymmetric analysis and models complex antecedent conditions to identify shoppers with high purchase intentions to sustainable fashion products’ (SFPs) and high eWOM intention. The fuzzy-set qualitative comparative analysis (fsQCA) method was used to assess the cause-and effect process. The examination was based on information process, and decision making of consumers in two countries (China and Korea) was found to vary by nationality. Specifically, consumers in the two countries provided different responses on sustainable fashion change configuration, suggesting differences in the characteristics of sustainable and non-sustainable fashion consumers and sustainable fashion intentions. The results show that various casual recipes on sustainable fashion change the configuration and sustainable fashion intention on corners 1 and 4. Both Chinese and Korean consumers do not have several unique demographic and fashion expenditure configurations that characterize consumers with high intention to buy and eWOM intention favorable toward sustainable fashion. In the Chinese consumers’ data, computing with words (CWW) showed that young•married•low-income•low-education•low-fashionexpenditure cases (consumers) were lower on negation purchase and eWOM intentions (i.e., an accurate screening configuration identifying consumers high io non-sustainable fashion intentions). The results also help identify consumer characteristics of sustainable fashion consumers and non-sustainable fashion consumers. Specifically, the results of the fsQCA suggest dissimilar confirmation to achieve purchase intention and eWOM intention of sustainable fashion and provide meaningful academic and managerial implications. The results of the fuzzy-set qualitative comparative analysis also support and clarify the role of the theory of information process and the theory of reasoned action towards sustainable fashion.

Introduction The fashion business is known as one of the major industries that is suffering from rising concerns about the consumption of its product, which led to a reorganization of the fashion supply chain to become more sustainable three decades ago. The interest in the concept of sustainability and demand for sustainable marketing activities is gradually growing in the fashion industry due to the negative image and press it receives. Within the luxury fashion segment, the three main themes that are recognized to contribute to sustainability are exclusivity, craftmanship and limited production. However, luxury brands are increasingly shifting their attention and commitment towards environmental and social issues to be incorporated in the concept of sustainability. Yet, the majority of consumers has little understanding or misunderstands the concept of sustainable fashion and marketing, which leads to a gap between attitudes towards sustainability and actual behavior. As a result, fashion brands are trying to leverage their brand by making sustainability a key marketing strategy to raise awareness about social, environmental, economic and cultural issues. Extant research has not explored this recent trend to understand how consumers evaluate fashion brands with a sustainable marketing communication, especially in the context of luxury brands. This study investigates how luxury and mass fashion brands can utilize sustainable marketing contents in social media communication to reach their target group and enhance their equity with sustainability associations. Theoretical Development Associative network models of memory have served as a fundamental framework for a wide range of studies related to the formation and transfer of associations. According to associative network theory, brand knowledge is represented in form of an associative network of memory nodes connected to each other. Nodes are activated when cues, such as advertising, are presented. Mere exposure to cues was shown to be sufficient to active associations and facilitate association transfer. While brands are continuously attempting to make use of associative power to leverage brand equity, extant research has provided compelling reasons to accept that association transfer can also result in brand dilution when a retrieval of conflicting or negative associations occurs. Especially in the context of luxury brands consisting of very unique associations and being different from mass brands in many regards, managing the brand’s associative network is a crucial task in order to send the right signals to consumers and maintain exclusivity. This study investigates how social media communication of different sustainability dimensions affects brand attitude and how it ultimately impacts behavioral outcomes in an attempt to build brand equity for mass and luxury fashion brands. Method and Data The hypotheses are tested with 273 respondents who participated in an online experiment. They were first asked to state their involvement with the category fashion. Subsequently, subjects were presented with a brand post either for the mass or luxury brand including claims related to one of the four sustainability dimensions or no claims for the control group respectively. The experiment consisted of a 2 (brand: mass or luxury) x 5 (sustainability dimensions: none, cultural, economic, environmental, social) factorial design. The measures that followed included attitudinal as well as behavioral constructs related to the brand, sustainability as well as social media use. Analysis of covariance is applied to test for main effects and interaction effects. Summary of Findings This study provides evidence that social media communication of a sustainable brand affects the purchase intention of consumers. The findings indicate a significant difference between the mass and the luxury brand used for this study. The mass brand exhibits the potential to leverage associations with cultural, economic, and environmental sustainability. However, the results only reveal a marginally significant higher purchase intention when cultural sustainability is communicated compared to when the brand does not provide any sustainable associations. In contrast, the luxury brand suffers from significant brand dilution across all four sustainability dimensions resulting in a decline in purchase intention. Key Contributions The findings reveal that sustainability communication exerts a diverging influence depending on the type of brand that is involved. This study suggests that mass brands are able to benefit from sustainability communication in an attempt to leverage brand equity. However, for a luxury brand this type of associations rather presents a liability that might dilute the brand. The findings of this study provide important insights for brand managers. Since mass brands are currently increasing efforts into sustainable communication in the fashion industry, the results suggest that this might be a promising investment. However, luxury brands are advised to carefully manage the communication of salient content related to sustainability as it might harm the invaluable and unique associations inherent in a luxury brand.

Purpose: The objective of this study is to verify whether cultural aspects influence consumers’ product appraisal by analyzing how consumers from two different countries choose products by designers with a diverse cultural background. Design/Methodology: A questionnaire was applied, with 321 female respondents (217 from Brazil, 104 from Israel) who chose swimsuits from two different styles (“Classic” and “Trendy”) in four different options: bikini, one-piece, solid colors, and print options. Findings: Both countries presented a preference for design from the same cultural background, but while Brazilian respondents opted mostly for designs by Brazilian designers, Israeli respondents chose more openly. Israeli respondents presented a much higher restriction on bikini models compared to one-pieces, while Brazilians presented the opposite type of rejection. Research implications: The results suggest that cultural aspects influence consumers’ choices in product appraisal, as respondents tend to choose designs made under the same cultural influence. Originality/value: behavior, product appraisal, swimwear, cross-cultural 1 Yael_

Personalised nutrition can contribute significantly to the prevention of non-communicable dietary related diseases by providing dietary suggestions based on individual’s nutritional needs. Adoption of the concept of personalised nutrition by individuals is crucial for the success of personalised nutrition services. However, consumers’ adoption intention of personalised nutrition services is not only the result of cognitive deliberations of benefits and risks, but several studies in other contexts show that affective and contextual factors also play an important role in explaining consumers’ adoption intention. This study therefore examines whether affective factors (i.e., measured by means of ambivalent feelings) and contextual factors (i.e., eating context) increase the understanding of consumers' intentions to use personalized nutrition services. An online survey study was conducted among a total of 996 participants in the Netherlands. The results of a number of estimated fully latent structural regression models show that the intention to use personalized nutrition is not only positively driven by a weighing of benefits and risks (i.e., privacy calculus), which is also established in previous studies, but also negatively by ambivalent feelings. In turn, the results show that ambivalence towards personalized nutrition is predicted by privacy risk and the extent to which someone perceives the eating context as a barrier for personalized nutrition. Taken together, the current study implies that to stimulate the adoption of personalized nutrition services not only benefits and risks of personalized nutrition should be addressed, but also consumers’ ambivalent feelings regarding the concept and contextual factors that may prohibit adoption.

To remain competitive in the realm of the Internet, developers of new business models not only have to take into account the behavior of online consumers, but also their misbehavior. Today, companies are faced with special challenges regarding consumer misbehavior, particularly in the segment of online content providers (e.g. Netflix, Amazon Prime Video, etc.), where it has become a common practice to share an account with multiple persons, while only one of them is the rightful owner. Such misbehavior may lead to negative consequences, such as direct and indirect financial performance implications, increased workload to deal with dysfunctional customer behavior, underestimated membership, and a lack of understanding the true customer base (Harris & Raynolds, 2003; Hwang et al., 2009). Therefore this study investigates account sharing as a part of customer misbehavior with a qualitative approach to identify customers’ reasons for account sharing. Thereby this investigation makes meaningful implications for companies (e.g., Netflix) and research alike.

Purpose – Research on technology acceptance involves one's psychological aspect, known as technology readiness. Particularly in the digital acceptance context related to mobile advertising, this psychological condition is referred to digital readiness. Nasution, Rusnandi, Qodariah and Arnita (2018) argue that digital readiness is a prominent factor in the adoption of technology and digital applications. They have proven the importance of this digital readiness in their research on digital mastery level in a telecommunication company in Indonesia. The purpose of this paper is to investigate the effect of digital readiness on the acceptance toward mobile advertising among millennials in Bandung, Indonesia. Relevant theories – Mobile advertising is part of digital advertising, as stated by Nasution & Aghniadi (2016), they define mobile advertising as a form of digital advertising that has attentions on engaging a strong communication to audience. This type of advertising adoption is still continuously growing and becoming preferable form of advertising for the Millenials. Researchers developed a model that links the influence of digital readiness to mobile advertising acceptance. In addition to these relationships, the research model they developed from the Technology Acceptance Model also included the influence of perceived usefulness and perceived risk to mobile ads acceptance. Design/methodology/approach – The research model is developed from Technology Acceptance Model (TAM) with a specific attention to assessing whether digital readiness influences the respondents’ perception of usefulness and risk of mobile advertising. The research performs quantitative approach using survey that is formed based on previous literature and conceptual model. Structural equations modelling (SEM) is also conducted to test the constructed model and the proposed hypotheses. Byme (2010) states the significance of the estimated coefficients for the hypothesis relationships which indicate whether the relationship between constructs held true or not. This research will then compare between three models that are differed by range of respondents’ ages. First model will be combined age that is 17-24 years old, second model is 17-20 years old and third model is 21-24 years old. Findings – The results show that digital readiness has a significant influence towards mobile advertising acceptance among Millennials, in which action readiness is more considered than attitudinal readiness in terms of further assessing mobile advertising. In addition, the study also illustrates Millennials’ perception of usefulness and risk of receiving mobile advertising. Younger group (17 – 20 years old) will not be affected much by usefulness of mobile advertising rather than the older group who will consider much about usefulness on accepting mobile advertising. The group also will take risk along with their ability to accept mobile advertising. It contradicts with the older group (21 – 24 years old) who see risk as hindrance in accepting mobile advertising. Research limitations/implications – The area coverage of respondents only included several cities across Java and does not concern about the place of origin of respondents. Besides, this research also possesses an age limit for its respondents that range from 17 to 24 years old to limit the diversity of attitudes, beliefs and perceptions. Originality/value – This study focuses on the concept of Technology Acceptance Model (TAM) in which the digital readiness is applied in the context that has not been conducted in Indonesia. Researchers conducted an empirical study on the effect of digital readiness on mobile advertising that is part of digital technology. The results of this research provide opportunities for digital readiness applications in research on the adoption of other digital technologies. Paper type - Applied research

Purpose – This paper holds a purpose to examine the influence of perceived utility, contextual relevance and lifestyle on the acceptance of mobile advertising among millennials in Indonesia (specifically in Bandung). The three factors represent an extension of the general model of mobile advertising which is largely influenced by the Theory of Reasoned Action (TRA). The factors are proposed to extend the model to include factors at individual (receiver), object (message) and contextual levels. Lifestyle, Perceived Utility, and Contextual Relevance are factors at individual, object and context that are posited to influence the acceptance of mobile advertising in this study. Specifically, the current study is aimed at elaborating the role of those factors in influencing the acceptance of mobile advertising among millennials in Bandung, Indonesia. Relevant theories – mobile marketing definition and scope from various literature, Theory of Reasoned Action (TRA), theory of perceived utility, consumers’ utilization of contextual information in mobile advertising, and the influence of lifestyle – as representation of individual factor – on mobile advertising acceptance are the most relevant theories for the current paper. Design/methodology/approach – The research was conducted by devising a new model that includes acceptance of mobile advertising, attitude toward mobile advertising, subjective norm in relation to mobile advertising, perceived utility of mobile advertising, contextual relevance of message and income (as representation of individual lifestyle). The questionnaires distributed to young adults segment within varsity area. The data is then examined and evaluated through structural equation modelling (SEM) which requires analysis on measurement and path model. Findings – The study resulted in several findings, mostly confirming proposed hypotheses in varying degrees. The results conclude that attitude is of great importance in the acceptance of mobile advertising. Subjective norms and contextual relevance are positively related to attitudes — which lead to acceptance, while both perceived utility and income in negative relations to attitude and acceptance consecutively. Research implications and limitations – This study adds up to the growing amount of related research in various countries. Companies making use of the mobile advertising as part of their promotional strategies should always think of the manner and matter by which the advertisements arrive while serving as benefit for marketers and consumers. A good mobile advertising strategy will put more effort into giving useful information that is appropriate to the context and consumer segments it targeted. This research is conducted on respondents from Indonesian consumers, specifically in the area of Bandung, which may not represent the other segments of users of mobile advertising. In addition, the case covers a convenience sample of consumers that may again impact the representativeness of the research findings. Originality/value – This study provides findings on the effects of contingency factors that have been missing in the previous research on the acceptance of mobile advertising. Paper type – Applied research

Introduction The concept of brand equity has been receiving considerable interest from academia and practice in the past decades. While mutual understanding exists on the importance of establishing high-equity brands, less agreement among academics and practitioners prevails regarding its conceptualization and operationalization. Many approaches have been proposed to measure brand equity in academic literature and numerous competing companies such as Millward Brown, Interbrand, or Young & Rubicam offer commercial metrics and brand evaluations, which are likely to estimate different values to a specific brand. This study reflects a consumer-based perspective on brand equity, which resides in the heart and mind of the consumer and captures the value a brand endows beyond the attributes and benefits its products imply. Growing calls for the accountability of marketing has resulted in increasing interest in marketing metrics, which includes mind-set metrics to address the “black box” between marketing actions and consumer actions in the market. Theoretical Development One of the most prominent conceptualizations of brand equity is based on the premise that brand equity is “the differential effect of brand knowledge on consumer response to the marketing of the brand” consisting of brand awareness and brand image as the predominant dimensions that shape brand knowledge. In this model, a crucial role is ascribed to consumer’s associations with a brand as a reflection of its image. Accordingly, brand building and differentiation is based on establishing favorable, strong, and unique associations. Human associative network theory is a widely accepted concept to explain the storage and retrieval of information and has been largely applied in the context of brands. Associative network theory suggests that brand information is stored in long-term memory in a network of nodes that are linked to brand associations such as attributes, claims or evaluations. Consumers use brand names as cues to retrieve associations. Once cues activate corresponding nodes and consumers retrieve information from memory, the activation spreads to related nodes. Consequently, a transfer of associations can also occur through associative chains in a process of attitude formation. Consumer response to a brand can be of attitudinal and behavioral character and research on attitudes supports the general notion that both, affective and cognitive structures, explain attitude formation. The predictive properties of attitudes regarding actual behavior have been acknowledged by prior research and the attitude-behavior relationship has been established. Research Design Operationalization of Brand Equity This study distinguishes between attitudinal and behavioral measures of brand equity. The behavioral measures of brand equity should reflect the attitudinal brand equity components in predicting product-market outcomes. High brand equity should lead to a willingness to pay a price premium, purchase intention and willingness to recommend. Survey Brand equity measures are tested with two waves of data collection2 from online surveys conducted in 2015 and 2016. Respondents were recruited from a professional panel provider to ensure that the same respondents participated in wave two after a year from the first wave. Participants were selected according to a quota regarding age and gender to increase representativeness and were then randomly assigned to one of the three industries beer, insurance, and white goods capturing brand equity from different perspectives and allowing for a more holistic view. Sample The sample for the first wave consists of 2.798 respondents. The sample was matched with the response from wave two and only those respondents were selected who participated in both waves. Given the panel mortality rate, the final sample size for longitudinal analysis is 1.292 observations. The respondents’ age ranges from 18 to 74 with 52 percent being male and 48 percent female. Analysis Panel regression is used to estimate models assessing the relative importance of various brand equity metrics regarding the three outcome variables for the three categories included. The results suggest that no universal brand equity metric dominates that can be applied to predict behavioral outcomes across categories. Yet, category-specific brand equity metrics prevail across outcomes. Consumers seem to evaluate a strong brand as an entity they can personally connect to in the insurance category. In the beer category, consumers’ evaluation of strong brands reflects deep affect and the perception of product quality. High equity brands relate to loyal consumers with strong affective evaluations in the category of durable household products. Moreover, the results indicate that brand equity measurement can be simplified to a small subset of metrics without risking loss of model fit and predictive power. Discussion While a plethora of brand equity metrics exists, the results of this study suggest that brand managers can apply a small subset of available metrics to track their brands’ equity and predict behavior without implementing long surveys that require considerable time and effort from increasingly overloaded consumers. Yet, adjustments to the composition of brand equity metrics might be inevitable in light of category-specific effects. Moreover, the results reveal that a consideration of metrics capturing affective components such as brand self-connection and deep feelings such as brand love is indispensable for brand equity measurement. Including emotional measures and extending established brand equity metrics that are deeply rooted in extant research might provide a considerable advantage when it comes to measuring brand value in different product categories. References are available upon request.

Introduction An important decision that a manufacturer has to make in distributing a product to customers is the degree of forward channel integration (Aulakh & Kotabe, 1997; Coughlan et al., 2001; John & Weitz, 1988). Transaction cost economics (TCE) developed by Williamson (1975, 1985, 1986, 1999) has been one of the leading theoretical frameworks used to explain the channel integration decision (Frazier, 1999; Watson et al., 2015). TCE is generally a theory for explaining the choice of an efficient governance structure in transactions and includes asset specificity, uncertainty, and frequency as its explanatory variables. According to Williamson (1985, 1986, 1999), much of the explanatory power of TCE is driven by asset specificity. TCE-based channel integration studies argue that as asset specificity increases, firms are expected to increase the degree of channel integration. This study proposes to extend existing research in four important ways. First, existing studies have not examined individual dimensions of asset specificity. This study examines two important dimensions discussed by TCE: human asset specificity and physical asset specificity. Second, existing studies have tended to measure asset specificity in a particular way (i.e., with a particular set of questionnaire items). This study examines the robustness of the estimated asset specificity-integration relationship to alternative measures of asset specificity. Third, existing studies have focused on firms in one country such as the United States, Canada, or Germany. This study empirically examines the roles and relative importance of human and physical asset specificity in channel integration in two countries with different cultures, the United States and Japan. Fourth, existing studies have not investigated the possibility of endogeneity between asset specificity and channel integration. This study tests whether asset specificity is endogenous in explaining channel integration through an instrumental variables and two-stage least squares (IV-2SLS) approach. Literature Review In the context of distribution channels, asset specificity refers to the extent to which durable, transaction-specific investments in human and/or physical assets are needed to distribute the product in question (John & Weitz, 1988; Klein et al., 1990; Shervani et al., 2007). Examples of such investments include (1) the time and effort employed to acquire the firm-specific, product-specific, and customer-specific knowledge needed for distribution activities, and (2) specialized physical equipment and facilities (e.g., warehouses, deliver vehicles, refrigeration equipment, demonstration facilities, and repair and service centers) (Anderson, 1985; Bello & Lohtia, 1995; Brettel et al., 2011a, 2011b; John & Weitz, 1988; Shervani et al., 2007; Williamson, 1985, 1986). According to TCE, when the assets needed to distribute a product are non-specific, the use of independent channels is a priori more efficient than the use of integrated channels based on the benefits of distribution specialists and competition in the market place (Anderson, 1985). Conversely, a high level of specific assets, whether human or physical, has important implications for the degree of channel integration. The primary consequence is to reduce a large number of relationships between a manufacturer and independent channel members to a small number of relationships, which may expose the transaction in question to opportunistic behavior. Because the unique productive value created by a high level of specific assets makes it costly to switch to a new relationship, the use of independent channels will not be effective as a safeguard against opportunism (John & Weitz, 1988; Shervani et al., 2007). Channel integration provides a safeguard against opportunism by permitting (1) the better monitoring and surveillance of integrated channels relative to independent channels, and (2) the reduction of profits from opportunistic behavior since employees in integrated channels do not ordinarily have claims to profit streams (John & Weitz, 1988). As a result, as asset specificity increases, manufacturers are expected to increase the degree of channel integration to exercise greater control over the channels (John & Weitz, 1988; Shervani et al., 2007). This leads to the following basic TCE hypothesis concerning asset specificity and channel integration: TCE hypothesis. Asset specificity will be positively related to the degree of channel integration. Existing studies of channel integration tend to provide support or partial support for the hypothesized positive relationship between asset specificity and channel integration. One limitation of key studies is that they have not fully explored the dimensions of asset specificity because they treat asset specificity as unidimensional or examine only one dimension of asset specificity. Specifically, Anderson and Schmittlein (1984), Anderson (1985), Anderson and Coughlan (1987), and Krafft et al. (2004) focus on human asset specificity. While John and Weitz (1988), Shervani et al. (2007), and Brettel et al. (2011a) consider both human and physical asset specificity in their theoretical discussions, their empirical analyses focus only on human asset specificity. Klein et al. (1990), Aulakh and Kotabe (1997), and Brettel et al. (2011a) use a single measure of asset specificity that contains distinct items measuring human and physical asset specificity. Importantly, none of these studies has examined the dimension of physical asset specificity while controlling for the impact of human asset specificity. These observations suggest that further research is needed that explicitly measures and evaluates the relative importance of human and physical asset specificity in the channel integration decision. Research Hypotheses Based on the above literature review, we seek to extend existing research by distinguishing between two types of asset specificity, human and physical asset specificity. As already explained, TCE and TCE-based channel integration studies argue that both human and physical asset specificity are positive drivers of the degree of channel integration. Thus, our research hypotheses are the following: Hypothesis 1. Human asset specificity will be positively related to the degree of channel integration. Hypothesis 2. Physical asset specificity will be positively related to the degree of channel integration. Research Methodology As shown in Table 1, previous empirical studies attempt to test the basic TCE hypothesis concerning asset specificity and channel integration using (1) a particular measure of asset specificity, (2) data from a single national survey of firms in the United States, Canada, or Germany, and (3) methods such as an ordinary least squares (OLS) regression analysis and a partial least squares structural equation modelling (PLS-SEM) approach. In contrast with these studies, we seek to test the above two hypotheses concerning two types of asset specificity and channel integration using (1) different measures of asset specificity, (2) data from parallel national surveys of firms in two countries with different cultures, the United States and Japan, and (3) the methods used in prior empirical analyses and an IV-2SLS approach, which is a widely accepted method for investigating the potential endogeneity problem of focal explanatory variables (Antonakis et al., 2010, 2014; Zaefarian et al., 2017). This research strategy is partly based on the guidelines for high-quality replication studies articulated by Bettis et al. (2016b). The aims are to assess the generalizability of important prior results using different survey data drawn from different research contexts and to assess the robustness of these results using different measures and methods, thereby providing important additional evidence that contributes to the establishment of repeatable cumulative knowledge (Bettis et al., 2016a, 2016b). We developed the survey questionnaire in several steps. Following John and Weitz (1988), Shervani et al. (2007), and Brettel et al. (2011b), the dependent variable, channel integration, was operationalized by the percentage of sales through direct channels. We measured the focal explanatory variable, asset specificity, in four ways: (1) a four-item scale of human asset specificity used by Shervani et al. (2007), (2) a four-item scale of physical asset specificity based on Bello and Lohtia (1995) and Klein et al. (1990), (3) a six-item scale of human and physical asset specificity used by Klein et al. (1990), and (4) a four-item scale of human and physical asset specificity used by Brettel et al. (2011a). We also included four control variables: environmental uncertainty, behavioral uncertainty, financial performance, and channel members’ capabilities. Based on existing studies, manufacturers of electronic and telecommunication, metal, and chemical products in industrial (business-to-business) markets were selected as the setting for the empirical test. The unit of analysis was the domestic channel integration decision made at a product-market level. Respondents were sales/marketing managers (or executives) knowledgeable about channel design and strategies. In the United States, a professional marketing research company administered the data collection. In Japan, respondents were surveyed by mail. In total, we obtained 235 usable responses from US managers and 279 responses from Japanese managers. Results and Conclusions Following similar studies (John & Weitz, 1988; Shervani et al., 2007), an OLS regression analysis was used to test the hypotheses. The results, shown in Table 1, exhibit significant explanatory power for each model. As expected, (1) human asset specificity exhibits significant positive relationships with the degree of channel integration in both the United States and Japan (Models 1 & 2). These findings support Hypothesis 1. Conversely, (2) physical asset specificity does not have the expected significant positive relationships with the degree of channel integration in both the United States and Japan (Models 1 & 3). These findings do not support Hypothesis 2. Also, (3) asset specificity (Klein et al., 1990) and (4) asset specificity (Brettel et al., 2011a), two composite measures of human and physical asset specificity, exhibit the expected significant coefficients (Models 4 & 5). Additionally, we conducted a similar analysis using a structural equation modelling approach. The results mirrored those of OLS regression, thus providing further support for it. To assess the problem of potential endogeneity between asset specificity and channel integration, we employed IV-2SLS. We used (1) the level of the product’s technical content and (2) the need for coordination between production and distribution activities as instruments for human/physical asset specificity. Our instruments were individually significant predictors of asset specificity and met the exclusion restriction. However, the endogeneity test revealed no evidence of endogeneity. Thus, asset specificity was treated as exogenous in the model. In summary, our preliminary results suggest that human asset specificity, not physical asset specificity, is relevant to the channel integration decision. This finding is significant in that TCE-based channel integration studies tend to measure only one type of asset specificity. We are currently conducting additional analyses to better understand the relationship between human and physical asset specificity, for example, (1) the effects of human and physical asset specificity on different kinds of direct distribution, and (2) a multiple equation model in which human asset specificity is a function of physical asset specificity and direct distribution is a function of both human and physical asset specificity. We believe that our results will have important implications for the ways in which managers approach the channel integration decision.