In the past decade the level of prosocial behavior has raised some concerns, whereas an empathic concern, one of the main predictors of prosocial behavior, is decreasing. Lack of empathy and less forgiving attitudes are one of the main characteristics of entitlement Entitlement, or feeling of deserving more than others, is negatively related to pro-social behavior (Campbell et al., 2004). In H1, we suggest that entitled individuals engage in prosocial behavior more when there is an opportunity to self-enhance vs. when there is no opportunity to self-enhance.

이 논문은 1916년의 부활절 봉기 이후에 쓰인 극작품 2편을 읽는다. 이 두 희곡은 그의 시에서 “모든 게 변했네”라는 주장을 수정하고 대신 혁명 후의 현재 의 상흔의 끈질김을 극화한다. 􋺷꿈꾸는 해골􋺸에서는 한 젊은이가 부활절봉기에 가담했 다가 아일랜드서해안에서 경찰에 쫓기면서 디아뮤드와 데보길라의 혼을 마주하고, 그 들의 반역으로 로마의 침공을 받고 아일랜드가 식민지화 되었다고 말한다. 􋺷캘버리􋺸 (1920년에 쓰였지만 그의 생전에 공연되지 않았다)는 비정통적인 그리스도 수난극으 로 예수가 성금요일에 지신의 수난을 다시 꿈꾸는 것을 극화한 것이다. 여기서 예수는 자신을 십자가에 못 박은 로마 군인 세 명, 유다, 나사로와 마주친다. 비록 부활절봉 기위와 직접적 관련이 없어 보이지만, 이 극은 어떤 의미에서 부활절이 재연한 수난에 대한 강한 반어적인 비난으로 읽힌다.

As the rapid adoption of the Internet around the globe made digital marketing an indispensable means of gaining competitive advantage for many sectors (Leeflang, Verhoef, Dahlstrom, & Freundt, 2014), its appropriateness for luxury products remains debatable. The main lures to luxury products for many consumers are their exclusivity and rarity, two valuable attributes that are at odds with digital medias’ ubiquitousness and pervasiveness (Hennigs, Wiedmann, & Klarmann, 2012). The main purpose of this paper is to examine the effects of online promotion of luxury brands on different aspects of their brand image. Additionally, the paper checks how the impact of the Internet on luxuries’ brand image varies across different segments of luxury consumers and levels of brand luxuriousness. The main hypothesis of the study, that the Internet affects luxury brand image, is grounded in the McLuhan’s (1964) assertion that "the medium is the message". The congruence of the medium to the advertised brand has a positive effect on brand evaluations (Dahlén, 2005). Given that the Internet could serve as a tool for luxury firms to enhance their creative aspects (Okonkwo, 2009), the question arises as to how congruent the Internet is as a medium to luxury brands that sell on the basis of their exclusivity. The congruence of the Internet to the luxury brands is moderated by: the level of luxuriousness of the brand and the perceived luxury values. Dahlén, Granlund & Grenros (2009) have shown that the use of new media benefit more the “low reputation” brands rather than the “high reputation” ones. In high reputation brands consumers have expectations of higher standards from the medium and are more attentive to changes in the advertising medium. Moreover, by definition the higher the level of brand luxuriousness the higher its exclusivity and rarity. Hence, it is hypothesized that the Internet’s appropriateness as a medium will be negatively related to the luxuriousness of the brand. Luxury values influence consumer choices for luxury brands and brand image perceptions. Luxury value activation by contextual cues like the advertising medium is expected to align image perceptions to the expressed values. As a result, we expect brand image attributes that express specific luxury values to be influenced by the extent to which the medium promotes or inhibits the expression of such values. In luxuries, Wiedmann, Hennings and Siebels (2007) identified four categories of luxury values (financial, functional, individual and social) that are hypothesized to have a differential impact on the effect of the Internet to luxury brand image. To test the hypothesized relationships, an experimental design was used. Facebook was selected as a platform for “online” promotion and the stimuli were luxury watches. The results indicated online luxury promotion adversely affects luxury brand’s perceptions hedonism and uniqueness. The effects were more pronounced to the most luxurious brands and to specific luxury value segments. The results provide useful insights for the development of luxury brand strategies.

This paper attempts to develop a new more representative typology exclusively for luxury brand personalities addressing the conceptual and methodological limitations of previous works. Existing brand personality measures (e.g. Aaker, 1997; Geuens, Weijters, & Wulf, 2009; Sweeney & Brandon, 2006) are grounded on human personality taxonomies, thereby rendering their ability to accurately capture the essence of luxury brand personality doubtful. They also inherit some of the conceptual and methodological issues from Aaker’s (1997) work, for which it has been recently criticised. This evidence points towards the need for a new measurement tool for luxury brands developed from scratch. Recognising the need to provide solid foundations of the luxury brand personality traits, the present paper uses lexical approach similar to the way it was used in the human personality scale development research (Cattell, 1943; Goldberg, 1982; John, Angleitner, & Ostendorf, 1988). The main reason for using natural language as a source of luxury brand personality attributes is based on the key assumption behind the lexical approach that most important individual differences will be encrypted into the language in the course of time (John et al., 1988). Embracing this assumption, we believe that the use of luxury brand personality descriptors in the natural language will determine their importance. The first step involved doing online text mining to learn how consumers describe various luxury brands, thereby generating a pool of items. Also, in-depth interviews were undertaken with frequent luxury buyers using Kelly’s repertory grid technique to facilitate construct elicitation. Next, the list of characteristics was screened against Norman’s (1967) comprehensive list of personality traits to ensure that only personality traits were retained in the pool. Finally, a new framework was developed by means of assigning items into different dimensions based on semantic similarities of traits and was juxtaposed with existing brand personality measures. Luxury brand personality appears to comprise twelve salient personality dimensions that cannot be directly matched with existing personality measures. The new typology reveals some unique traits and dimensions that could improve the construct’s content validity and facilitate marketers’ branding decisions. Comparisons with other frameworks support the view that luxury brand personalities are different in consumers’ common parlance and require a separate measure. Some concerns related to the consistency and also content and construct validity are highlighted in this work and call for further examination.

Ethical consumption, including ethical tourist behavior, is of growing importance to governments, companies and consumers and consumers increasingly act accordingly (Sheth, Sethia, & Srinivas, 2010). Most ethical tourist behaviors conform to service industry characteristics, being intangible, heterogeneous and fusing production and consumption. Adopting ethical tourist behaviors (ETBs) requires activities, practices or ideas that consumers perceive as new, components that are key characteristics of innovations (Goldsmith, d’Hauteville, & Flynn, 1998; Rogers & Shoemaker, 1971). Studies frequently explore environmentally friendly behavior of a specific tourist segment - existing eco-tourists (Dolnicar, Laesser, & Matus, 2010) and limit their focus to environmental issues. In line with the World Tourism Organization’s conceptualization that highlights the importance of environmental, cultural and sociological aspects (http://ethics.unwto.org/en/content/global-code-ethics-tourism), this research uses the term ethical tourist behavior and investigates the concept using a sample of ordinary tourists. Consumer innovativeness has been defined as the “degree to which an individual is relatively earlier in adopting an innovation than other members of his system” (Rogers and Shoemaker, 1971, p. 27). Innovativeness, the propensity to adopt, is focusing on an individual’s behavior relative to other people in a population (Goldsmith & Hofacker, 1991; Im, Bayus, & Mason, 2003). Diffusion of innovation, investigating the spread of an innovation through the population, is frequently modeled using an S-curve (Rogers, 1995). ETB includes a wide range of activities with the behavior expected to be cumulative; for example somebody who chooses to stay in tourist accommodations with environmental certification is also likely to recycle. Cumulative patterns fit the Rasch Model (RM) (Rasch 1960/80). Well established in education and psychology, the model gains increasing attention in marketing (for example Ewing, Salzberger, & Sinkovics, 2005; Ganglmair-Wooliscroft & Wooliscroft, 2013; Salzberger & Koller, 2013; Wooliscroft, Ganglmair-Wooliscroft, & Noone, 2014). The probabilistic RM is based on a mathematically elegant equation (Bond & Fox, 2007), specifying that people who undertake more extreme ethical tourist behavior will also have a higher probability of engaging in (and subsequently agreeing to or endorsing a) comparably easier ethical tourist behavior. Item Characteristic Curves (Bond & Fox, 2007) embody the theoretical curve for an item’s endorsability. If empirical answer patterns follow the theoretical curve (and a number of other fit statistics are satisfactory) the item fits requirements of the Rasch Model. This study develops an ETB hierarchy and explores parallels between characteristics of Rasch Modelling (Rasch, 1960/80) and the Adoption of Innovation (Rogers, 1995). Additionally, the study explores variables influencing the level of ETB, representing actualized ethical tourist innovativeness. The final ETB hierarchy contains of 27 ethical tourist behaviors that relate to a wide range of holidays. Using a cross-sectional sample of 322 respondents, representative of the population, the research finds that ethical tourist behavior diffuses through the population in a structured, ordered sequence, providing support for parallels between the Diffusion of Innovation Model (Rogers, 1995) and Rasch Model’s ICC characteristics. Most respondents undertake only a small range of ethical tourist behaviors, indicating that many ethical issues are at a very early stage of the diffusion process. The level of ethical tourist behavior adaption – operationalized through respondent’s position on the ETB hierarchy is influenced by high importance of universalism, age and gender.

The solubility of Cr in cubic carbides in the systems WC-Co-TaC and WC-Co-ZrC has been determined using equilibrium samples. Thermodynamic calculations were used to design the alloys through extrapolations of Gibbs energy expressions. The alloys were designed to have a microstructure containing the following phases: WC, liquid, , graphite and cubic carbide. The alloys were investigated using scanning electron microscopy and analyzed using energy-dispersive X-ray spectrometry. The present work shows how the Cr solubility depends on which cubic carbide former that is present. The WC-Co-Cr-Zr alloy has no detectable amount of Cr whereas the WC-Co-Cr-Ta alloy has 12% Cr in the cubic carbide.