Commercial condom advertisements usually emphasize the sexual pleasure of branded products, which leads to controversial public views. Some people agree that commercial condom advertisements can also benefit public health, whereas others disapprove of such commercial condom advertisements because their contents are usually offensive, low-tasted, and pornographic. Despite controversy over commercial condom advertising, we know little about the spillover effect of commercial condom advertisement. On one hand, sexual-related content in the commercial condom advertisement may have an arousal effect. That is, it can evoke sexual arousal, leading to more sex intercourses. More frequent sex behaviors, especially casual sex behaviors, may then lead to a risk of contracting sexually transmitted diseases (STDs). On the other hand, commercial condom advertisements may have an educational effect. That is, it can persuade people to use condoms, helping people get in the habit of using condoms, thus reducing the STD trends. In the short term when condom commercials are aired, the arousal effect and educating effect coexists, which motivates the net short-term effect as an open empirical question. In the long-term when the condom commercial no longer aired, the educating effect remains, which decreases the STD trends.

Introduction Brand equity has been receiving utmost attention in academia and practice over the past decades and continues to be of significant interest. Brands have been identified as one of the most valuable assets and firms try to leverage brands in increasingly complex brand portfolios. A large body of literature exists on spillover effects with regard to brand extensions. However, little is known about how corporate branding within product brand communication impacts brand equity. Therefore, this study examines to what extent product brand attitudes spill over to corporate brands. Furthermore, it investigates how corporate branding affects corporate brand attitude. Finally, the role of product brand familiarity, corporate brand familiarity and involvement in brand leverage and dilution is assessed. Method and data Answers to these questions are provided with a sample of 407 subjects that participated in an online experiment and were presented with a print ad either for brands in the FMCG or pharmaceutical category. The experiment included a 2 (corporate brand familiarity: high or low) x 2 (product brand familiarity: high or low) x 2 (category involvement: high or low) x 2 (corporate brand presence: yes or no) factorial design. Measures included brand attitude, attitude towards the ad, brand familiarity and category involvement. Analysis of covariance is employed to test for main effects and interaction effects, pairwise comparisons to test for group differences and multigroup analysis by means of structural equation modelling and path analysis to test for differences in effect sizes for the spillover between product brands and corporate brands. Summary of findings The study provides evidence that corporate brand presence in product brand communication affects corporate brand attitude and that a significant effect is observed for the affective component of corporate brand attitude. No significant effect is found for the cognitive component. Other than expected, the findings demonstrate that corporate brand presence of familiar corporate brands in the high-involvement category (FMCGs) leads to affective corporate brand dilution. Consistently and irrespective of category, the results indicate that corporate brand presence leads to affective corporate brand dilution when corporate brand familiarity and product brand familiarity are low or when product brand familiarity and corporate brand familiarity are high. A tendency for affective brand leverage is indicated for unfamiliar corporate brands when product brands are familiar, which however requires further investigation. Moreover, the findings indicate that the degree of spillover effects differs for the two categories as hypothesized. Stronger positive effects occur in the high-involvement category of FMCGs. Key contributions The findings reveal that corporate brand presence affects corporate brand attitude while differentiating between an affective and cognitive component. Such a differentiation is indispensable as affective effects prevail. Furthermore, this study sheds light on category-specific effects. While corporate brands in the FMCG category evoke stronger positive spillover, the negativity effect of corporate brand presence supersedes and results in brand dilution irrespective of product brand familiarity. Independent of category, when product brands and corporate brands are either low in familiarity or high in familiarity, corporate brands suffer from brand dilution. However, brand dilution is not observed when unfamiliar corporate brands appear with familiar product brands indicating potential for brand leverage. The findings of this study provide new insights into the interplay between product brands and corporate brands and offer valuable guidance for brand communication in both categories. Although corporate branding within product brand communication is increasingly being practiced, these results should encourage brand managers to carefully consider whether corporate brand presence enhances brand equity or presents a liability.

This research examines the interplay between brand structure (i.e., cohesiveness and similarity) and extension typicality on extension spillover effects using two experimental studies. The results reveal that the dominance of brand similarity and cohesiveness on extension spillover effects depends on how typical the effecting brand extension is to its brand. For typical extensions, the cohesiveness of existing brand extensions is the determinant factor on extension spillover effects. In contrast, for atypical extensions, the similarity of existing brand extensions is the determinant factor on extension spillover effects. Moreover, brands with similar brand extensions are inherently perceived as high cohesive brands, which enhance perceived brand quality. In contrast, brands with dissimilar brand extensions are inherently perceived as low cohesive brands, which weaken perceived brand quality. However, brands with dissimilar brand extensions are perceived to be cohesive brands if the product functions of the brand extensions are interdependent.

Squid is a popular seafood in Korea. However, since the 2000s, the squid production has been declining. The unstable supply of the squid products may cause price fluctuations of fresh and chilled squid. These price fluctuations may be relatively more severe than them of other commodities, because the fresh and chilled squid can not be stored for a long period of time. Thus, this study analyzes the structural characteristics of price volatility and price asymmetry of fresh squid based on off-diagonal GARCH model. Data used to analysis of this study are daily wholesale and retail prices of fresh squid from January 1, 2006 to December 31, 2016 provided in the KAMIS. As theoretical approaches of this study, first of all, the stability of the time series is confirmed by the unit root test. Secondly, the causality between distribution channels is checked by the Granger causality test. Thirdly, the VAR model and the off-diagonal GARCH model are adopted to estimate asymmetry effect and price volatility spillover between distribution channels. Finally, the stability of the model is confirmed by multivariate Q-statistic and ARCH-LM test. In conclusion, fresh squid is found to have shock and volatility spillover between wholesale and retail prices as well as its own price. Also, volatility asymmetry effect is shown in own wholesale or retail price of fresh squid. Finally, this study shows that the decrease in the fresh squid retail price of t-1 period than the increase in the t-1 period has a greater impact on the volatility of the fresh squid wholesale price in t period.

Based on the inner-effect mechanism of transport infrastructure and regional economic growth, this paper builds a specialized spatial weight matrix by utilizing the panel data from 31 provinces in New Silk Road Economic Belt (NSREB) and other areas from 2005 to 2014, and combines with the spatial panel model to analyze the spatial spillover effects of transport infrastructure. According to the analysis, the transport infrastructure plays an obvious lead role in regional economy growth alongside the NSREB, and the economic growth invigorates common development in surrounding regions. In addition, differences were observed among the different transport infrastructure with regard to their influences on regional economic development, as the highway transport affects regional economic growth to a larger degree than railway transport.

This study is to analyse the causality and volatility spillover between farming fish species in consumption replacement relation using flatfish(oliver flounder) and rockfish’s wholesale market price data from September 2006 to July 2015. For the analysis, VAR(5) model and bivariate asymmetric GARCH-BEKK model are employed. The empirical results of this study are summarized as follows: First, the price volatility of flatfish and rockfish is very large without the trend during the sample period. Second, the correlation coefficient between flatfish and rockfish wholesale markets has positive 0.1059 value. Third, causality relation is unidirectional from rockfish market to flatfish market. Fourth, conditional volatility spillover effect is unidirectional from rockfish market to flatfish market, but asymmetric volatility effect is bidirectional between flatfish and rockfish markets that implies the bad news arising from flatfish wholesale market impact on rockfish market’s volatility and the bad news arising from rockfish wholesale market impact on flatfish market’s volaltilty. Consequently, based on the thus results, the volatility spillover effect interacts and is bidirectional between flatfish and rockfish wholesale markets.

This study highlights empirically the relationship among major constructs such as accident, fear and anxiety emotion, self-efficacy, and negative spillover of work, focused on the railway drivers. The differentiated factor of this study is in that the experience of accident was posed as exogenous variable. Hypothesis tests based on 201 samples verified that the experience of accidents showed a significant effect on negative spillover of work mediated by fear and anxiety, with moderating effect of self-efficacy between fear and anxiety and negative spillover of work. However, the moderating effect was shown as increasing the degree of negative spillover of work, since the drivers recognized their fear and anxiety accrued by accident experience as uncontrollable. This finding suggests the need for mitigating driver's negative emotion - fear and anxiety - through an introduction of practice such as exemption of settlement obligation in accident site and lowering of the penalty for accident responsibility.

This study highlights empirically the relationship among major constructs such as accident, fear and anxiety emotion, self-efficacy, and negative spillover of work, focused on the railway drivers. The differentiated factor of this study is in that the experience of accident was posed as exogenous variable. The main statistical tool was Regression. Hypothesis tests based on 201 samples verified that the experience of accidents showed a significant effect on negative spillover of work mediated by fear and anxiety, with moderating effect of self-efficacy between fear and anxiety and negative spillover of work. However, the moderating effect was shown as increasing the degree of negative spillover of work, since the drivers recognized their fear and anxiety accrued by accident experience as uncontrollable. This findings suggest the need for mitigating driver's negative emotion - fear and anxiety - through an introduction of practice such as exemption of settlement obligation in accident site and lowering of the penalty for accident responsibility.

본 논문에서는 공공연구개발사업의 기술파급측정을 위한 이론적/방법론적 기반을 제공하기 위하여 기술파급현상을 고찰하고 이를 측정하는 방법론에 관하여 논의하고자 한다. 본 논문은 다음과 같이 구성된다. 첫째, 일반적인 기술파급메커니즘에 관하여 논의하며 파급현상 및 파급경로를 정리한다. 둘째, 기존에 문헌들에서 사용된 주요 방법론을 소개하고 방법론의 장단점을 논의한다. 셋째, 방법론과 기술파급현상에 대한 이해를 기반으로 기술파급현상과 측정의 문제를 고찰한다. 마지막으로 공공연구개발 사업의 기술파급효과 측정을 위한 선행조건을 제시한다. 본 논문의 목적은 연구자 및 정책입안자들에게 기술파급현상과 측정에 관한 이해를 넓히고 여러 방법론으로 측정된 기술파급측정의 결과를 올바르게 평가를 할 수 있도록 하기 위해서이다. 본 연구는 향후 공공연구개발 사업의 파급효과를 측정하고자 할 때 방법론적 한계를 인식하여 파급현상과 측정 결과의 간극(gap)을 인지하여 이를 기반으로 더 향상된 측정 방법을 고안하는데 도움을 줄 것이다.

Whereas the interest in the area of corporate crises and crisis response strategies has been increasing during the last decades (e.g. Coombs, 2007; Dawar & Pillutla, 2000), little is known on the spillover effects that an organizational crisis can induce towards other firms within the same industry. Though over the years, a variety of reputational collapses of single companies have become memorable by causing whole industries to suffer. Following these considerations, the aim of this study is to extend prior research on corporate crises and crisis management by focusing on intra-industry spillover effects. We investigate the topic by means of an experiment taking as an example the sportswear industry. We randomly assigned participants interested in sports to a scenario with either a personally relevant scandal or a personally irrelevant one about one major sportswear brand. We then measured the corporate reputation, purchase intentions and willingness to recommend the brand for an overall of five sportswear companies as dependent variables. We find a significant negative spillover and reduction of corporate reputation and behavioral intentions for different sportswear brands and thereby distinguish between the unexplored effects of scandal relatedness to the customer. We are the first to investigate the degree of personal relevance of upcoming negative information, finding no significant influence on the strength of scandal spillover. Furthermore, we argue against existing literature and question the role of reputation as protective shield and buffer against negative spillover, finding especially companies with high corporate reputation to suffer from scandal spillover. In a next step, we employed three different response strategies, namely active, defensive and collective (Dawar & Pillutla 2000) in order to find the best spillover correction method for competing brands. Conversely, we found none of the three response strategies to be suitable spillover correction methods placing managers of spillover-affected companies into a blind alley.

In recent years, cultural and creative industries have broken the constraints of resource and environmental pressure on sustainable economic development, become a new engine of economic growth and drive a new round of economic growth in advanced countries. The cultural industry with ‘knowledge’, ‘culture’ and ‘creativity’ as its main contents relies on Internet technology. Combined with trade, it shows strong economic potential. From the practice of South Korea, the success of cultural industry export trade has overcome the bottleneck of local resources, achieved sustained high-speed economic growth and greatly improved the country’s comprehensive competitiveness. Theoretically, culture has its rich connotation and extension, and its products and services have the characteristics of high permeability, high added value and high radiation. Therefore, the spillover effect of cultural export trade also has more scale, quality and sustainability. From the perspective of the spillover effect caused by the export trade of Korean cultural industry, this paper focuses on the important content of export products, film and television dramas. Through the analysis of ‘point consumption’ to ‘surface consumption’ brought by the export of popular Korean dramas to China, this paper verifies the generation of spillover effect by driving the export growth of tourism, beauty, food, mobile phone, automobile, food, clothing and other industries. At the same time, it examines some problems existing in Chinese film and television dramas, and provides some reasonable suggestions for the ‘going out’ of Chinese film and television dramas in the future.

본 논문에서는 1980년-2017년까지 중국의 총요소생산성(TFP)을 구하고 R&D 자본스톡과 R&D spillover를 이용하여 설명하고자 하였다. R&D spillover는 기술흡수율을 이용하여 보정하였고 R&D 자본스톡은 기술정착률로 보정하였다. 회귀분석기간을 글로벌 금융위기 이전인 1980년-2007년으로 한정하여 분석한 결과 모든 변수가 양의 기여도를 보였으며, 여기서 얻은 각 변수의 TFP 탄력도를 이용하여 2017년까지의 TFP를 시뮬레이션한 결과, 추가 TFP 성장률 4.65%-11.16%를 예측하였다.

The purpose of this study is to analyze the spillover effect of R & D investment focusing on agriculture sector. Therefore, the Korean industry is divided into 18 industries and the data period including 1970 ~ 2014 is analyzed. In addition, the method is based on the analysis of the production function, the growth contribution of the production factor, and the spillover effect of other industries that affect the agricultural output. The results of this study are summarized as follows. First, R & D investment has a positive effect on the production of Korean agriculture. Second, the impact of high tech industry R & D investment on Korean agriculture is positive. Third, the R & D investment in the public sector is relatively higher than the R & D investment in the private sector. In the R & D stage, the R & D investment of the first level technology has a great influence on the production of agriculture. As a result of this study, governments should consider the above mentioned research results to determine resource priorities based on limited resources in relation to R & D investments that contribute to production and economic growth.

The study examines the magnitude of economic spillover and the impact of foreign direct investment (FDI) inflows on the efficiency of the bank industry in China. This study employs unit root tests, cointegration tests and cointegrating regression analysis, including fully modified ordinary least squares (FMOLS), canonical cointegrating regression (CCR) and dynamic OLS (DOLS) to test the proposed hypotheses. The sample is restricted to the period of time in which monthly data is available and comparable among variables for the period from January 2002 to October 2013 (142 observations). All of the time series data was collected and retrieved from the People’s Bank of China, China Monthly Statistics from the National Bureau of Statistics of China, and International Financial Statistics database from International Monetary Fund. The results of the Johansen cointegration test suggest that there is a long-run equilibrium relationship between FDI inflows, foreign exchange rate and banks performance in China. The results of cointegrating regression analysis using FMOLS, CCR and DOLS suggest that M2 supply and FDI inflows are significant at the 0.01 level. The results confirm that FDI inflows in the banking sector are positively related to the increase of banks productivity and performance and short-term loans in China. However, the results suggest that Chinese Yuan currency exchange rate to U.S. dollar is not significant in the banking and financial industry of China.