빅토리아 시대 영국은 변화와 역설의 시기였다. 왜냐하면 과학과 기술과 관련하여 발전과 업적을 이루었지만, 동시에 서로 상반되는 생각들이 공존하는 시기였기 때문이다. 예를 들어 이 당시엔 물질주의와 반물질주의, 세속화와 영성, 과거와 현재 등이 복잡하고 미묘하게 서로 얽여 있는 시대였다. 한편으로 문명과 삶이 계속해서 발전해나갈 것이라는 낙관론이 있었지만, 동시에 퇴보라는 생각도 공존하였다. 특별히 챨스 다윈의 󰡔종의 기원󰡕이라는 책은 아마도 새로운 세상, 그리고 발전과 진보라는 희망을 상징할 것이다. 그러나 사람들은 그러한 희망 안에서 퇴보라는 느낌도 겪어야 했다. 토마스 하디의 󰡔비천한 주드󰡕라는 작품을 보면, 주드와 슈라는 두 등장인물 안에서 그러한 측면을 찾을 수 있을 것이다. 따라서 본 논문은 특별히 이 두 등장인물을 통해서 다뤄지는 종교와 여성의 문제에 관하여 빅토리아 시대의 문맥 안에서 이 작품을 고찰하고자 한다. 두 인물은 교육과 여성성과 관련하여 나름대로의 새로운 정체성을 확립하려고 노력하지만, 결국엔 실패로 돌아간다. 그들의 실패는 하디의 비관론적 차원에서 퇴보를 암시한다.

The information technology has affected many aspects of retail world as in other areas of human life. This makes understanding consumers’ acceptance and usage of such technological innovations a critical task for both retail businesses and scholars alike. The technology acceptance model (TAM; Davis 1989) is one of the most widely adopted theoretical frameworks for explaining and predicting consumers’ acceptance of technology. Implementing the meta-analysis method, this study aimed at testing the validity of TAM for understanding consumers’ attitudes and behaviors toward the various technologies adopted in fashion retail stores and online commerce sites. Specifically, the effect sizes of two TAM antecedents of perceived usefulness (PU) and ease of use (PEOU) were estimated and compared. Moderating factors that affect the effect sizes of PU and PEOU on attitudes and behaviors were also explored. A meta-analytical SEM methodology was expected to deliver more thorough and valid test of the model than single sample studies, because accumulation of multiple samples through meta-analysis would bolster the test's statistical power (Hom et al., 1992). A sample of studies on consumers’ acceptance of retail technology in fashion retail context that adopted the TAM model were collected through a systematic search through the databases such as EBSCO, Google Scholars, and Dissertation Abstracts. Efforts were made to include unpublished studies to avoid publication bias. A total of 31 published and unpublished research reports that allowed the calculation of effect sizes of the key paths in the model were included in the final analysis. The effect sizes were calculated out of the identified samples, and the homogeneities of the effect sizes were tested using comprehensive meta-analysis software. The types of technology, product type (apparel vs. general merchandise), subject characteristics (gender; country; student vs. general), and study setting (actual experience vs. simulated situation) were considered as moderators to explain for the variances in correlations among variables. Finally, a meta-SEM model was tested on the aggregated data using AMOS.

The evolution of technology, on one hand, and the transformation of consumers’ behaviors, on the other hand, are taking marketing communication strategies, together with instruments and actors involved in their planning process, to the need of confronting themself with a huge change must consider the consumer polarization and different media attitudes at the same time. This research project assumes that companies should change their strategic action, if they want to communicate with their changing target. What happens in luxury mature markets? The intent is to empirically and qualitatively examine how luxury brands communication strategies have been evolving during the latest years towards a stronger relationship with a huge variety of different audiences at the same time. The interaction must follows a continuous path and the contents sharing must be the center of every communication effort in order to enhance the experience of consumers and to establish a strong relationship with the audience. The present research on 75 cases shows that players who have the most authority and esteem are the ones using social media tools and counting a higher number of impressions on social networks and a higher frequency of video views and shares content online.

이 논문은 성경 속의 내러티브를 신의 섭리라는 관점에서 바라보면서 이야기가 어떻게 논리적인 일관성을 유지하며 성경 전체의 틀에 맞춰지는지를 분석한다. 창세기에 기록된 요셉의 이야기는 기독교에서 말하는 구속사의 중요한 일부분을 차지할 뿐 아니라, 사건의 전개과정으로부터 절정에 이르기까지 뛰어난 문학적인 요소를 담고 있는 성경에서 가장 예술적이고 완성된 작품으로 간주된다. 특히 요셉의 내러티브는 신학적으로 난해한 주제인 인간의 자유의지와 하나님의 예정이 어떻게 상충하지 않고 상호보완적인지를 보여주는 대표적인 이야기이다. 또 형들에 의해 애굽에 노예로 팔려간 요셉은 추방당하는 영웅으로서 그가 꾸었던 꿈 혹은 꿈에 나타난 예언이 그대로 이뤄지는 전형적인 고대 추방문학의 주인공 역할을 한다. 여기서 요셉을 애굽에 팔아넘긴 형들의 범죄가 이후 그들 가족과 애굽 및 주변 백성들을 극심한 기근에서 구하고 요셉을 애굽의 총리로 만드는 기초를 제공한다면, 인간의 죄악을 언약의 성취로 이어지게 만드는 하나님의 섭리는 세상을 전지적 관찰자의 시점으로 바라보고 조정하는 문학적인 요소를 가지고 있다고 말할 수 있다. 이런 점에서 이 논문은 요셉의 내러티브를 통하여 인간의 죄악을 궁극적인 선으로 인도하는 신의 섭리를 분석하고 그 논리적 일관성을 살펴봄으로써 성경 이야기의 문학적인 의미를 되짚어본다.

Scholars have classified guilt as, anticipatory, reactive, and existential guilt. Past studies show that specific types of guilt appeals are more effective in advertising (e.g. Lindsey, 2005). However, researchers have mostly relied on the use of unified guilt to investigate advertising effectiveness. Thus the paper highlights the inherent need to investigate a specific type of guilt, namely anticipatory guilt in a luxury branding context. The paper will fill this gap by measuring consumer’s reactions to anticipatory guilt within two luxury product categories (non-durable and durable). The research is one of the first to explore anticipatory guilt in a luxury advertising context. Considering the importance of the guilt appeals in advertising, the paper provides a comparison of anticipatory guilt under three different conditions. Thus, it provides a greater understanding of an advertising tool for practitioners and scholars.

We experimentally tested the effect of presenting a garment on a contextualized versus decontextualized setting on an online clothing store. A contextualized setting improves perceived plausibility and processing fluency. It increases the perceived similarity with the actual clothing and enhances perception that it should fit well on one’s body.

본 연구에서는 현대 사회의 주요 흐름인 ‘발전과 진화’의 방향성에서 한발 물러나, ‘지우는’ 경험과 그 감성에 대한 연구 가능성을 탐색하고자 하였다. 이를 위해, 지금까지 많은 주목을 받지 못한 키워드인 지우는 경험에 대 한 통합적 문헌조사를 우선적으로 수행하였으며, 이를 토대로 실제 사용자들을 대상으로 하는 맥락 질문법을 진 행하였다. 맥락 질문법의 경우, 아날로그적인 연필-지우개 사용맥락, 디지털의 대표적인 맥락인 컴퓨터-키보드 사용맥락, 마지막으로 최근 활발한 활용을 보이는 Tablet PC 사용맥락에 따른 사용자들을 모집한 후, 각각의 사 용맥락에 대한 In-depth한 정성적 인터뷰 및 정량적 자료 수집을 진행하였다. 결과적으로, 지우는 맥락에서는 특 정 내용을 잘 지워내는 상황적 효용뿐만 아니라 이를 수행하는 사용자에게도 정서적으로 만족스러운 경험을 제 공해야함을 확인할 수 있었다. 해당 연구에서 진행된 탐험적 시도 및 실증적 결과들은 향후 연구들에 대한 학술 적 접근과 함께 실용적 관점에서의 디자인 함의를 제공할 수 있을 것으로 기대된다.

This article chronicles key shifts in intellectual property regimes in the twentieth century as they related to the commercialization of academic research. The institutionalization and growth of scientific research in the research university in the twentieth century and the increasing awareness of its potential to promote technology innovation and economic growth posited an important question of the ownership of knowledge created in the academic setting, where knowledge was traditionally regarded as a common property among academic researchers. This paper shows the ownership of academic knowledge emerged as a key public policy and legal issue in the latter half of the twentieth century for academic researchers and government officials who pursue the commercialization of academic knowledge for private gain and public benefit. The resulting institutionalization of patent management in the research university and shifts in federal patent policy in turn opened a new legal avenue for the establishment of the private ownership of academic knowledge and the expansion of intellectual property rights in academia, especially in the area of biological and biomedical research. Reflecting upon historical shifts in intellectual property regimes in the twentieth century, this paper suggests recent controversies regarding ownership of biological knowledge and profit sharing in developing counties are linked to critical issues pertinent to the welfare of indigenous population, utilization of new natural resources, and sustainable development for humanity.

Although in 2011 Japan finally decided not to participate in the second commitment period of the Kyoto Protocol to the United Nations Framework Convention on Climate Change, under the principles of sustainable development and common but differentiated responsibilities, it has probed the ways in which the ‘ultimate objective’ of the UNFCCC will be realized in the international community. With regard to socalled ‘emissions trading,’ since the middle of the 2000s, Japan has continuously adopted various methods and approaches for domestic emissions trading at local and central government levels. This article analyzes Japan’s recent efforts in introducing emissions trading schemes and finally refers to the Joint Crediting Mechanism, which covers the period until a future new agreement under the UNFCCC comes into effect.

Although China has been an active ‘treaty-maker’ in the realm of international investment arbitration as evidenced by its more than 120 bilateral investment treaties, the utility of these BITs has been very limited. Substantive standards such as expropriation and compensation have never been comprehensively tested with respect to these BITs. This article scrutinizes the concept of expropriation by reference to Chinese investment treaty jurisprudence, in particular, the final award of Tza Yap Shum v. The Republic of Peru and China’s free trade agreement with Peru, the only Chinese BIT-related ICSID case. This article critically examines, in a comparative context, the treaty interpretation methodologies employed by the tribunal in interpreting expropriation under the China-Peru BIT, which is one of the earlier Chinese BITs. A thorough study of this subject is of great significance to interpreting the terms of indirect expropriation and compensation in Chinese BITs, thereby offering more concrete foreign investment protections based on investment treaties.

최근 정보 기술의 발달과 GIS 논의 발전과 함께, 소셜 미디어 데이터의 생성과 공유에 대한 관심이 증대되고 있다. 소셜미디어를 통해 생성되는 트윗 데이터는 기존의 지리 정보와는 다르며, 이를 보완, 대체하고 있다. 이러한 트윗 데이터의 중요성에도 불구하고 지리학 분야에서 이에 대한 이론적 고찰 및 실증적 분석 연구가 부족한 실정이다. 본 연구의 목적은 트윗 데이터에 대한 논의를 정보 격차를 중심으로 이론적으로 고찰하며, 이를 바탕으로 트윗 데이터의 공간 패턴, 시간적 시각화, 사회-인구변수와의 관련성을 중심으로 실증적으로 탐색하는데 있다. 미국 킹 카운티를 사례로 한 연구 결과, 트윗 데이터가 공간 및 시간 측면의 집중적으로 분포함을 발견하였으며, 또한 도시-농촌 간 정보 격차가 나타나고 있음을 탐지하였다. 또한 트윗 데이터의 분포는 사회 인구 변수와의 회귀 분석 결과, 젊은 층 인구, 소득 변수 등과 일부 관련성을 가지는 것으로 나타났다.

Kim, Jeongyeon, & Choi, Jinsook. 2014. University Administrative Workers' Perceptions of the Workplace Context under English as an Official Language Policy. The Sociolinguistic Journal of Korea 22(2), 1-22. This study aims to examine how university administrative workers perceive the workplace context under English as an official language policy, and further how their perceptions of the context would correlate with the roles of English uses for work. The data came from the questionnaire responses of 116 employees of a Korean university and qualitative interviews with 6 administrative workers. Descriptive and correlation analyses showed that the participants' evaluation of three contextual factors, i.e., English as an official language policy, online English learning, and coworkers' English competence, was only moderate. In the self-evaluation of their English proficiency, the majority of the participants indicated that they were only able to participate in a short English dialogs, but had difficulty with English discussions. A striking difference was found in the evaluation of significance of English skills between their current work performance and under full execution of the policy. Although most of the participants ranked reading skill the most significant in their current work performances, they selected speaking as the most crucial skill under the full execution of the policy. Implications of the findings are presented for more efficient practices of English as an official language policy at work. (195)

오늘날 한국 교회가 처한 문화적 상황은 서구교회 못지않게 선교지화하고 있다. 이런 상황에서 선교적 교회 논의는 한국의 문화적 상황에 대해서 시사하는 바가 크다. 특히 전통 문화와 근대 그리고 탈근대 문화가 혼재한 한국사회는 세계화와 정보화의 급류 속에서 더욱 다문화 사회로 그리고 다원사회로 변모하고 있다. 특히 젊은 층 가운데 두드러지게 나타나는 기독교에 대한 높은 반감과 무관심은 그들에 대한 전도를 힘들게 하고 있다. 이러한 한국상황 속에서 전도와 사회봉사의 사역을 효과적으로 감당하기 위해서는 단순한 전도적 접근법을 넘어서서 선교적(missional) 접근법을 취해야 한다. 선교적 접근법은 먼저 성육신적인 방법으로 지역사회에 거주하는 불신자들에게 다가가며 그들과 관계를 맺는 데서부터 출발한다. 선교적 회중들은 자신의 교회문화보다도 불신자들의 문화를 존중하고 그들이 알아들을 수 있는 언어와 개념으로 복음을 소통하고자 노력한다. 그들은 먼저 불신자들과 편안한 만남이 가능한 근접공간을 만들고자 노력한다. 또한 민간, 정부, 복지기관, 기업 등 지역사회의 다양한 주체들과 공동 프로젝트를 추진함으로 지역사회의 복지와 유익을 추구하며 협력관계를 개발한다. 더욱이 지역사회에 긴요한 영리사업을 추구함으로 해당 사회의 유익을 구하는 한편, 불신자들과의 접촉점을 개발하는 가운데 선교적 목적을 이루고자 한다. 이처럼 선교적 접근법은 다양하게 불신자들과 접촉하며 관계를 개발하는 가운데 자생적 신앙 공동체를 이루고자 한다. 선교적 공동체는 복음과 지역사회 문화와의 선교적 대면을 추구한다. 선교적 회중들은 먼저 지역사회 문화 속에 함께 거주하는 자로서 복음을 접하게 된다. 그들은 자신의 내면에서 복음과 문화의 내면적 대화를 통해서 문화에 의해서 형성된 가정들과 전제들을 복음의 관점으로 전환하는 작업을 수행한다. 이러한 내면적 대화는 교회 밖의 불신자들과 외적인 대화를 나누기 위한 전제이며 선결조건이다. 선교적 회중의 내면에서 일어난 복음과 문화의 내적인 대화는 그들로 하여금 교회 밖에 있는 불신자들이 동일하게 복음을 붙잡고 또 복음에 의해서 붙잡힐 수 있도록 해석학적 렌즈를 제공하거나 불신자들에게 친숙한 용어로 복음을 전달할 수 있게 해준다. 복음과 문화의 대면에서 중요한 부분은 상호간에 공통점을 찾는 일이다. 그러한 공통점은 복음을 전하는 데에 있어서 중요한 접촉점을 제공하기 때문이다. 이미 지역사회 속에는 개인주의로 허물어가는 공동체를 살리기 위한 다양한 노력들이 시도되고 있다. 그리고 대가족중심의 복지체계에서 정부중심의 복지 시스템으로 변화하는 가운데에서 많은 복지적 욕구가 분출되는 상황이다. 이러한 지역사회 상황은 “네 이웃을 네 몸과 같이 사랑하라”는 명령을 받는 선교적 회중들이 그 명령을 따르기에 좋은 토양이다. 지역사회 속에서 봉사와 섬김의 사역을 실천함으로써 공신력을 회복시키며 지역사회로부터 좋은 호응을 받고 있는 많은 교회들이 있다는 점은 매우 고무적인 일이다.하지만 복음과 문화의 대면에서 간과해선 안 되는 점은 양자 간의 차이점이 분명하게 나타날 경우이다. 그럴 때 돌이키고 회개해서 문화적인 관점과 가치관을 복음적인 것으로 바꾸어 나아가는 작업이 지속적으로 필요하다. 교회는 대조사회로서 초월의 세계로부터 오는 주님의 음성을 듣고 응답하는 공동체이다.

This paper describes how customer asset management can influence the profit and loss and the balance-sheet drivers of shareholder value. The authors argue that economic profit should be used as a measure of shareholder value creation because the former acknowledges both operating and financial expenses and allows analysis of individual customer relationships. The developed framework suggests that the drivers of shareholder value can be divided into four main categories: revenue, cost, asset utilization, and risk. The paper identifies 13 distinct roles for customer asset management that influence the four shareholder value drivers. The empirical research consists of three longitudinal B2B case studies describing customer asset management aimed at improving shareholder value creation. The findings of the empirical research suggest that B2B firms are able to acknowledge all suggested four shareholder value drivers. Findings also suggest that firms should differentiate their customer management concepts in order to move customer asset management beyond traditional acquisition–retention optimization.

This paper adopts an industrial network perspective on strategy. Business strategy in an interactive context has been a recurrent theme in the Industrial Marketing & Purchasing (IMP) literature for over three decades (Baraldi et al., 2007; Gadde, Huemer & Håkansson, 2003; Turnbull & Valla, 1986). The interactive context refers to how change by a company expectedly leads to changes in needs, or structures of interconnected parties (Gadde, Huemer & Håkansson, 2003). Strategy also becomes a response to changes among business partners, and any introduced change may have consequences that either reinforce or disable the intentions of the company. Based on how other parties act in parallel, try to adapt to present structures or intend to change them, outcomes are unforeseeable (Baraldi et al., 2007; Brennan, Gressetvold & Zolkiewski, 2008). Baraldi et al. (2007) even state that strategizing in an interactive context is an impossible task. Still, companies do formulate and implement strategies (Möller & Halinen, 1999). While some studies discuss actions and effects (e.g. Wilkinson & Young, 2002), a search in the EBSCO database, on business strategy and consequences/outcomes in a network context resulted in zero hits. Researchers have suggested the complexity of strategizing in an interactive context and referred such strategizing as conforming to or confronting present structures (Ford et al., 2003). Surprisingly, however, less is known about network consequences and the link to different kinds of strategies. This paper focuses on the issue. Network consequences refer to what happens in the network in terms of changed contents of relationships, and/or changed network structures. We describe the consequences as either intended or unexpected (cf. Andersson, Havila & Salmi, 2001) from the focal company’s perspective and link them to different strategies. The aim of this paper is to develop the understanding, from an industrial network perspective, of network consequences from a focal company’s perspective and how different strategies influence these. To that end the present paper bases on a case study from the optical recording media industry, and follows the Taiwanese company Ritek. The paper contributes to the growing interest for strategy in a network context and the link between different strategies and network consequences in the following ways: • Through the case study we categorize business strategies into copying, shared, reflexive, and company-rooted. These categories add to research on strategy in interactive contexts, through pointing to a more fine-tuned categorization than conforming/confronting and pointing to conforming and confronting as scale-measures rather than absolute categories. The division between company-rooted and network-challenging strategies is important as it indicates different viewpoints by the firm, and shared strategies acknowledge the net as an analytical level in networks. • The paper indicates how strategies may include other parties in terms of considerations (reflexive or copying strategies) or as joint parties (shared strategies), and how intended consequences foremost appear on that level, while unexpected consequences occur in the wider network. The paper divides unexpected network consequences into reinforcing, spin-off effects, partly disabling, and fully disabling, and thereby adds to understandings and categorizations of network consequences. • The link between strategies and network consequences points to how the more confronting the strategy, the more unexpected consequences, and also the more negative their impact on the strategy realization, which also attracts attention to the importance of including the network in strategy formulation. This adds to present understanding on strategizing in interactive contexts, and highlights the network’s impact to the strategy literature.

This study aims to explore the effect of three factors of Servicescape on customers’ emotion, perceived quality and image. The proposed model was tested in medical tourism context in Portugal, using a sample of 332 fully completed questionnaires. Findings reveal that ambient and design are the most important factors in formation Servicescape itself. Servicescape is an effective antecedent of customer image, perceived quality and pleasure-feeling. Finally, the article also provides managerial implications and suggests avenues for further research.

The amount of data in companies today in terms of volume, velocity and variety is unique in the history of business. Despite on-going calls for more accountability of the marketing function, there is a lack of studies that examine the role of metrics in order to interpret this data. This study focuses on how marketing metrics and financial metrics are used within organizations to both quantify and to explore data relevant for marketing mix decision-making. An analysis of primary data from six case studies and 29 marketing mix decisions promises to provide a rich understanding of the activities and metrics that are used to trigger and inform managerial decision-making. The aim is to contribute to the body of knowledge on metrics use with the aim of improving managerial decision-making, marketing mix performance and the standing of the marketing function in the firm.

Introduction Driven by the rapidly evolving media landscape, firms extensively use social media to engage with their customers (Avery et al., 2010). Today, social media is an integral part of an individual’s daily life, which makes a vital venue through which companies connect with customers (Men & Tsai, 2011; Utz, 2009). Given the increased use of social media, recent studies have investigated how social media cultivates customer relationships with celebrities and/or media personalities (e.g., Smith, 2010). In light of the effectiveness of social media as a marketing tool, it is noteworthy to analyze the source power of celebrities and social relationships and consider how to take advantage of the power. The parasocial relationship is founded upon the communication process, which is an important factor in understanding the relationship between media and users. Parasocial relationships differ according to the motives for using social network service (SNS), while connection and attachment to celebrities, such as having empathy for a particular celebrity, is affected by celebrity source credibility. (Ohanian, 1990). The purpose of this study is to clarify the relation between parasocial relationships and customer equity in the social media context. The study investigates effects of motivations to use SNS and source credibility on parasocial relationships, as well as the effects of parasocial relationships on attitude and customer equity, and customer lifetime value. Theoretical Frameworks In this study, parasocial relationship refers to a virtual intimacy between a media personality and the media users, in other words, it is a psychological, interpersonal relationship unilaterally formed by users based on proximity, similarity, and attraction to the media personalities (Rubin & Step, 2000). When a parasocial relationship is formed, the media consumer appreciates the values and motives of the media character, often viewing him or her as a counselor, comforter, and model (Horton & Wohl, 1956). When using an SNS, users’ communication habits and their selection of social network services vary according to their motives, which in turn affect the parasocial relationships with celebrities via SNS. Motives for using SNS, specifically, information seeking, entertainment, and social connection may have a positive relationship with parasocial relationships. Source credibility, the positive characteristics of a communicator that affect the receiver’s acceptance of a message, positively influences parasocial relationships (Ohanian, 1990; McCracken, 1989) based on expertise, trustworthiness, and attractiveness of the media celebrities. In the social media context, a parasocial relationship has positive influence on attitude toward using an SNS. Social media users engage in finding people with whom they have an offline connection (Ellison, Steinfield, & Lampe, 2007). Social media enables individuals to connect with others all around the world easily, it is not surprising that parasocial relationships influence users’ attitude toward using social media, offering environments to enhance connections (Byod & Ellison, 2008). Further, it is worthwhile to note that parasocial relationships may have a positive influence on customer equity. The key to customer equity lies in understanding the customer lifetime value concept, which refers to the net present value of a customer’s profit stream (Rust, Lemon, & Zeithaml, 2004). Parasocial relationships positively influence brand, value and relationship equity, with the emergence of brands as one of the key organizational assets (Gummesson, 2004). Parasocial relationships explain relationships between individuals and brands, product, symbols, objects, and corporate identities. Such relationships allow individuals to have bonds with brands, trademarks and other symbols, politicians, sportsmen or even actors (Gummesson, 2004). Thus, they positively influence customer equity including brand equity, value equity, and relationship equity. Focused on effects of motivations to use SNS and source credibility on parasocial relationship as well as the effects of parasocial relationship on attitude, customer equity, and customer lifetime value, this study tests the following hypotheses: H1: Motivations to use SNS will have a positive influence on parasocial relationship. H2: Source credibility will have a positive influence on parasocial relationship. H3: Parasocial relationship will have a positive influence on attitude toward using SNS. H4: Attitude toward using SNS will have a positive influence on customer equity. H5: Parasocial relationship will have a positive influence on customer equity. Methods This study used a survey to investigate key questions about the associations between parasocial relationships and customer equity. A total of 350 social media users recruited from Hong Kong and Macau in China participated in the survey. Of the 350 participants, 129 were men (36.9%) and 221 were women (63.1%), with ages ranging from 21 and 35 years old (mean = 25.6 years). This study measured motivations for using SNS on a five-point Likert scale (1 = strongly disagree; 7 = strongly agree), which was adapted from an existing motivation scale (Leung, 2009; Leung & Wei, 1998; Sheldon 2008). To measure source credibility, this study used a five-point Likert scale, which was also adapted from an existing source credibility scale (Eisend & Langner, 2010; Priester & Petty 2003). Parasocial relationships were measured on the basis of user responses to 17 items on an existing five-point scale that assessed parasocial relationships (Koeppel et al., 1993). This study measured attitude toward using SNS through an existing scale (Venkatesh, Morris, Davis, & Davis, 2003). Customer equity was measured using an existing five-point scale (Keller, 2003; Rust et al., 2004) that elicited user responses to 13 items. Customer lifetime value (CLV) was calculated only for the customers in the sample, and CLVs were calculated separately before the average was taken by using the equation below: The CLVij of customer i to brand j, is given as: Tij= Frequency of purchases by customer i for a specific period of time dj= The rate of discount offered by company j fi= Annual average frequency of purchases by customer i for a certain period of time Vijt= The amount of purchase of brand j by customer i for a period of time t πijt= Expected profits by purchase unit of brand j by customer i for a period of time t Bijt= Probability that customer i buys brand j in purchase t Results The overall goodness-of-fit for this measurement model was acceptable (Chi-square = 8.218, df = 5, p = 0.145, GFI = 0.992, CFI = 0.991, RMR = 0.095, RMSEA = 0.043). The reliability coefficients of all 20 motivation measures were 0.885, and they were based on three factors of information seeking, entertainment, and building relationships. The reliability coefficients of all 16 source credibility measures were 0.924 with three factors of attractiveness, expertise, and trustworthiness. The reliability coefficients of all 17 parasocial relationship measures were 0.866 with three factors: proximity, similarity, and attachments. The reliability coefficients of all 13 customer equity measures were 0.838 with three factors of value equity, brand equity, and relationship equity. Cronbach’s alpha for attitude was 0.792. The coefficients indicate the acceptable reliability of the measures. Motivations to use SNS showed statistically positive effects on parasocial relationship (β = 0.151, p < 0.001). Specifically, entertainment (β = 0.148, p < 0.01) and building relationships (β = 0.093, p < 0.05) motivations showed significant positive effects on parasocial relationships while information seeking motivation did not show significant effects on parasocial relationships (β = 0.074). Source credibility showed statistically positive effects on parasocial relationship (β = 0.316, p < 0.001). Thus, the results supported H1 and H2. Parasocial relationships showed statistically positive effects on attitude (β = 0.295, p < 0.001) and customer equity (β = 0.272, p < 0.001). Attitude showed statistically positive effects on customer equity (β = 0.172, p < 0.001). Thus, the results supported H3 and H4. Customer equity showed statistically positive effects on customer lifetime value (β = 3.452, p < 0.001). Thus, the results supported H5 (see Table 1, Figure 1). Discussion This study contributes to clarifying parasocial relationships in the social media context and determining the relationships between parasocial relationship and customer equity. This study contributes to the theoretical foundation and implications of parasocial relationships and customer equity. Specifically, motivations to use SNS and source credibility positively influence parasocial relationship. Parasocial relationships have positive effects on attitude and customer equity. Customer equity, in turn, has positive effects on customer lifetime value. The study is the first of its kind on the effects of parasocial relationships on customer equity in the social media context. The study finds that motivations and source credibility are important antecedents of consumers’ parasocial relationships formed via social media. Parasocial relationships have a positive effect on attitude and customer equity, and customer equity leads to increased customer lifetime value. This study suggests that parasocial relationship is one of the strong influential variables on customer equity as it improves customer lifetime value. Thus, marketers should definitely consider parasocial relationship management in the social media context while tailoring their brand communications to their most profitable customers and enhance their customer lifetime value.

Recently, a television commercial by the Japanese tire manufacturer Autoway went viral on the Internet and received more than 3 million hits on YouTube. The advertisement, which depicts a car driver’s encounter with a grisly figure during a snowstorm, is preceded by a health warning: "Not for the faint of heart. We shall not be liable for any injuries, illness, and damages claimed to be caused by watching the contents." The popularity of this commercial, which explicitly points to its fear-inducing message, attests to the fact that fear appeals in advertising can draw attention. An area where fear appeals are particularly prevalent is social marketing. According to Kotler, Roberto, and Lee (2002), social marketing can be used to improve health, prevent injuries, protect the environment, and promote community involvement. Many of these issues, e.g., cancer screening, seat belt use, environmental pollution, or organ donations, are linked to negative consequences based on the action or inaction of consumers, which consequently lend themselves to fear appeals in advertising. Fear has been used in social marketing campaigns for various issues, such as road safety (Transport Accident Commission, 2002) or smoking (DeJong & Hoffman, 2000), as it can enhance the effectiveness of advertising but also lead to unintended side effects (Hastings, Steed, & Webb, 2004). While the literature has focused on the effectiveness of fear appeals, the effect of scary advertisements or public service announcements on consumers’ perceptions of other commercials surrounding them has been often overlooked. Social marketers might successfully use fear appeals in public service announcements, but the same advertisements could have an adverse effect on the effectiveness of the commercials surrounding them. In this study, we will investigate the carryover effects of public service announcements using fear appeals. Specifically, the goal of this research is to study the effects of fear appeals on the evaluation of commercials that follow.The remainder of this paper is organized as follows. First, we will give an overview of the influence advertisers have on the scheduling of commercials. In the following section, the literature on advertising context effects is reviewed and a hypothesis regarding the effects of fear-inducing public service announcements on the evaluation of subsequent commercials is developed. After the methodology section, the results of a laboratory experiment testing the hypothesis are presented and discussed.

Learning-orientation and trustworthiness are two important components of corporate image in Asian societies. This paper examines consumers’ perceived learning-orientation and trustworthiness of retailers in Hong Kong with a survey of 909 respondents. The results of a structural equation model show that learning orientation and trustworthiness are two distinctive attributes of a positive corporate image. Advertising creativity correlates positively with building a learning-oriented corporate image, while advertising believability correlates positively with building a trustworthy corporate image. The two perceived corporate images in turn positively associate with brand awareness and purchase intention respectively. Corporates which are perceived as learning-oriented recorded higher awareness, while consumers reported that they are more likely to patronize in companies which they found trustworthy. In summary, this research demonstrates the influence of advertising and promotion strategies (i.e. creativity vs. believability) on the perception of corporate’s image, and subsequently, on brand persuasiveness (i.e. brand awareness and purchase intention).This research has both theoretical contributions and managerial implications. It contributes to the existing corporate image literature by establishing the antecedents and consequences of building a learning-oriented and trustworthy corporate image. The research also provides practical implications to marketers. Specifically, the findings suggest that if a company aims to enhance consumers’ awareness about its branding, more attention should be put on developing creative advertising so as to build a learning-oriented corporate image. Alternatively, if a company aims to increase consumers’ purchase intention, more effort should be put on developing advertising with high believability so as to build a trustworthy corporate image.