This study (i) examines the main effect of how a customer’s trust in the service personnel could affect his/her service co-designing and co-delivering behavior; and (ii) investigates how the main effect could vary by the customer’s trust in the service brand, and the types of customer contact service contexts. Keywords: customer participation, co-

Organisations encourage shareholders to invest in the place and the place audience relies on place reputation when making investment decisions and product choices. Given the significance of the place branding and place heritage and building upon the evidence discussed, this research is one of the first attempts at collecting empirical evidence that seeks to prove that a favourable place branding and place branding heritage influence a favourable place image and favourable place reputation. This study aims to explore employees and visitors/consumers’ perceptions and practices regarding the place branding and the main factors that influence place branding suitability at a visitor/consumer/employee level. By achieving these objectives, it is expected that the investigation will add to current knowledge about the place branding and provide practical insights to managers and decision-makers. Based on the research objectives of this study, three overall research questions are: (i) What are the factors that influence place branding favourability, (ii) What are the main influences of place heritage favourability on favourable place branding?, and (iii) What are the main influences of place branding favourability on favourable place image and favourable place reputation? This research addresses the general goals: first, it explores the concept of the place branding and its dimensions. Second, it identifies the factors that are most likely to have a significance influence on the favourable place branding (antecedents of the favourable place branding). Third, it develops and empirically assesses a model concerning the relationships between favourable place branding, its antecedents and its consequences. Fourth, it examines the influence of the favourable place heritage on place branding. Finally, it investigates the impact of the favourable place branding on favourable place image and favourable place reputation (consequences of the favourable place branding). Despite the potentially significant role of the favourable place branding, little empirical research has examined how the favourable place branding exposes corporations and their members to far greater scrutiny. Creating a employee/consumer/visitor level model based on attribution theory demonstrates the issues retailers face in relation to place branding: (i) the association between the place branding concept and its elements that foster or discourage; (ii) its benefits or outcome for place; (iii) the relationships between other theoretically and empirically identified variables. In order to fill this gap in the academic literature, prior studies and the insights gained from current field research were reviewed. The model and various propositions developed thereafter, merit further study.

Major changes are challenging the tourist industry, such as new entrants, suppliers’ direct sales without intermediaries, and customers’ bargaining power due to Internet services, among others. In this context, the aim of this research is to assess the influence of two emerging constructs, eWOM adoption and customer engagement, jointly with consumer trust and brand equity, on travel agency loyalty. There is a huge amount of research available regarding the variables considered in this study: (i) brand trust and equity, and brand loyalty, have always been considered in the marketing literature; (ii) engagement and eWOM adoption have aroused interest from researchers since online comments gain popularity and usefulness. But their consideration in literature has been based, in most of the analyses, on symmetric relationships and it then fails to recognize the occurrence of causal asymmetry. In the present research a novel methodology is adopted, fuzzy set Qualitative Comparative Analysis (fsQCA), which uses Boolean algebra to show how causal conditions combine to bring about outcomes. On a sample of 520 travelers and through a fuzzy-set Qualitative Comparative Analysis, data shows that brand trust and brand equity are key drivers of loyalty, measured as a repurchase intention. In fact, jointly both variables lead to travel agency loyalty and when no engagement-enthusiasm dimension exists, for individual repurchase intention, brand equity or brand trust are also needed. Moreover, just engagement in terms of interactions also leads to brand loyalty, but engagement-enthusiasm dimension needs support of eWOM adoption to impact travel agency repurchase intentions. This finding highlights the specific importance of each analyzed variable as key drivers of travel agency loyalty. Theoretical and managerial implications are provided based on results.

The search for authenticity is a subject that has become very common in different areas of social knowledge in recent years. The key point is to recognize what makes something authentic and which factors could influence this perception. Although the academia not yet been able to reach a consensus on the definition of what makes something authentic, some authors propose this concept in the marketing of goods and services (Beverland 2005, 2006; Beverland, Lindgreen & Vink, 2008; Alexander, 2009; Molleda, 2009; Kadirov, 2010). We propose to extend this concept to the place branding context. Destinations can be authentic when they offer tourists unique experiences. These could be interesting to be branded in order to increase tourism demand. Tourism is a sector that, despite of the uncertainties of the global economic scenario, continues to grow. According to the World Tourism Organization, in 2014 there was an increase of 4.3% in the number of tourists who traveled the world, compared to the previous year. This represents 46 million more people that revisited a destination or traveled to new places. In financial terms, the global move rose to US$ 1.5 trillion in 2014 (UNWTO, 2015). The economy of many countries depends on tourism, both in terms of GDP and employment. For instance, Seychelles, Cape Verde and Malta have respectively 21%, 16% and 13% of their GDPs coming from tourism. The same source also reveals the list of the most competitive countries in the world in terms of tourism. The top four countries are Spain, France, USA and England (WEF, 2015). Currently, considering the competitiveness in the tourism sector, it is increasingly critical the need for destinations which present a singular identity and positioning. Offering excellent options of accommodation, good attractions and historic buildings are no longer differentials. Thus, place branding can be a powerful tool to face the competitive tourism scenario (Gilmore & Pine II, 2007). This study aims to promote a measurement scale for place authenticity and verify the influence of this concept for the tourist’s destination selection. In modern societies, individuals search for their uniqueness. Taylor (2003) points out that one of the decisive aspects to be an authentic positioning is the definition of their own identity, that is, the set of attributes such as personality, physical characteristics and perception of themselves. The dilemma of authenticity and inauthenticity is already considered one of the key points of western society (Grayson & Martinec, 2004). Considering the universe of brands, an authentic brand is associated to the consistency between brand identity and brand personality. It is related to the elements and/or characteristics, which are unique. Previous published studies (Beverland, 2006; Barreto, 2008; Molleda, 2009; Kadirov, 2010; Napoli et al. 2014) proposed some dimensions to define the composing elements for authenticity perception; however, they were more focused on product authenticity. Some dimensions include product tradition, manufacturing process, product design, certifications and guarantees, price positioning, product originality, cultural symbolism, product quality, nostalgic perception and brand credibility, among others. These dimensions are not directly applicable to touristic destinations. Considering this literature gap, we decided to propose a new measurement scale specifically for places (touristic destinations). In the case of tourists, Gilmore and Pine II (2007) state that this kind of consumers search to live unique and authentic experiences. These authors emphasize that the choice of a place to visit can be considered personal reaffirmation, in the sense of having a certain personality or belonging to a particular group. The proposed model for this study states that place authenticity is guided by place tradition and place legitimacy and plays a mediating effect from place image to destination selection. For place image, we considered the natural characteristics of a touristic destination, the quality of services and the original manufacturing production of that place. These dimensions also came from the qualitative steps of this research. Previous studies (Selby & Morgan, 1996; Govers & Go, 2009) emphasize the positive impact of place image to increase consumer’s visiting desire. Before access destination selection, place image plays an important role for place authenticity perception, being that the core evaluation about a place. The first three hypothesis are: H1: The greater the perception about natural characteristics of a place, the greater the perception about place authenticity. H2: The greater the perception about the quality of services, the greater the perception about place authenticity. H3: The greater the perception about original manufacturing production, the greater the perception about place authenticity. Destination selection for vacation is related to consumer’s choice about the next place to go during his/her free time. Literature reveals that consumers’ perception about a place can be decisive for choosing or not a place for vacation (Gilmore & Pine II, 2007). Hypothesis 4 assumes that: H4: Place authenticity has a positive and significant impact on consumer’s destination selection. This study is organized in two main research stages. The first was dedicated to the developing a place authenticity measurement scale. We followed Netemeyer, Bearden and Sharma (2003) steps that include literature review, qualitative and quantitative steps. After the literature review we ran two qualitative studies with four in-depth interviews with tourism managers and eight in-depth interviews with consumers. Managers’ criteria selection was strategic public and private functions. Consumers’ criteria considered: age, gender and personal finance responsibility. The main objective of these steps was to collect more information about “what makes a place authentic” and “how we can define place image”. Initially 32 items were proposed, being 12 for place authenticity and 20 for place image. The first survey with 152 respondents was used to test the proposed scales. The second stage was defined by another survey with 152 valid respondents. We adapted from Napoli, Dickinson, Beverland, and Farrelly (2014) a 3-item scale for destination selection. The main objective of this last step was to retest the measurement scale with a new sample and test the proposed model using structural modeling equation. We used a 10-point agreement scale for all constructs. Qualtrics solutions to collect data were used in both surveys. The qualitative approach and the literature review were relevant to propose some items to measure place image and place authenticity. Previous studies emphasized the power of place image for tourism managers in order to increase destination desire for potential consumers (Selby & Morgan, 1996; Govers & Go, 2009). Echtner and Ritchie (1993) written one of the first manuscripts to promote a measurement scale to place image. It was a very robust proposition that included attribute-based images, holistic impressions, and functional, psychological, unique and common characteristics, considering a combination of structured and unstructured methodologies. Although it is a very complex scale. We proposed a new scale by listening to managers and potential tourists (consumers) about what defines the main aspects of place image. Considering place authenticity, the main characteristics that define this concept are related to place tradition and history, which are related to culture, socio-economic history and how people recognize the uniqueness of its tradition. Place legitimacy is related to the originality of place characteristics and what makes this place unique. In the first survey group, we had 152 valid responses, 64% women. Age range was from 26 to 37 years old. Main income rate (61%) was US$1600. Respondents should be the main responsible for the last destination choice. After a descriptive analysis, we ran an exploratory factor analysis (EFA) with varimax rotation and principal components as extraction method. Results showed the adequacy of the proposed scale (KMO=0.886, Bartlett's 4807.951, p<0.000). Four items were deleted considering the communalities verification (under 0.50). Three dimensions were defined: place image, which means the natural characteristics of a place (6 items, α=0.938), the quality of services (7 items, α=0.914) like infrastructure and the original manufacturing production of that place (4 items, α=0.807). Two dimensions defined place authenticity: place tradition (7 items, α=0.938) and place legitimacy (5 items, α=0.934). In the second survey group, we had 152 valid responses, 62% women. Age range was from 26 to 37 years old. Main income rate (61%) was between US$1600 and US$2500. Respondents should be the main responsible for the last destination choice. The second stage included a new survey to confirm the measurement scales and test the proposed model. After descriptive analysis, we ran a confirmatory factor analysis (CFA). Results demonstrated the adequacy of the measurement model with tolerable goodness of fit (CMIN 403.114, DF = 142, CMIN/DF= 2.839, IFI=0.916, CFI=0.915, TLI=0.886, NFI=0.876, NFI=0.835, RMSEA=0.110). Probably sample size influenced the goodness of fit. We refined the measurement scale holding the essential items for each scale, considering CFA analysis (appendix 1). The final measurement proposed is defined for the natural characteristics of a place (4 items, AVE=0.80, CONF=0.93), the quality of services (4 items, AVE=0.84, CONF=0.95), the original manufacturing production of that place (3 items, AVE=0.76, CONF=0.90). Place authenticity: place tradition (4 items, AVE=0.77, CONF=0.93) and place legitimacy (4 items, α= AVE=076, CONF=0.93). The proposed model was tested using the structural modeling equation. Results demonstrated to be suitable, with an acceptable goodness of fit (CMIN 310.219, DF = 97; CMIN/DF= 3.198; IFI=0.907, CFI=0.905, TLI=0.867, NFI=0.876, RFI=0.817, RMSEA=0.121). All hypotheses were confirmed. There is a positive impact from natural characteristics (β=0.371, p<0.000), quality of services (β=0.236, p<0.000) and original manufacturing production (β=0.597, p<0.000) on place authenticity (R²=92%). There is also a positive impact from place authenticity to destination selection (β=0.427, p<0.000, R²=18.2%). Three major results emphasize the literature contribution of this research. First, the two-dimension place authenticity measurement scale. Place tradition and place legitimacy are the core concepts to measure place authenticity. Second, the influence of place image on place authenticity. This is useful for tourism managers since place image can be treated by marketing campaigns. The better the place image the greater the place authenticity perception. This relation explains 92% of the place authenticity construct. Thirdly, the relevance of place authenticity on destination selection. Public and private investments for some touristic place can be reinforced by marketing efforts in order to increase positive aspects for place image and place authenticity. Therefore, promoting increase in the percentage of destination selection. People are looking for unique experiences in unique places.

Increasing consumer scepticism about corporate behaviour has led companies to actively manage and advertise their corporate brands. However, it remains unclear how receptive consumers across different markets have been to such efforts. This study examines (i) consumer involvement (a motivational state activated by personal relevance of a stimuli) levels and (ii) processes with corporate advertising to demonstrate differences and similarities with product advertising across multiple markets. Using between subject experimental design, the study was conducted across three different markets with varying degrees of economic development i.e. USA (n = 285), France (n = 217) and Pakistan (n=311). Results demonstrate that consumer involvement levels with corporate advertising is higher in USA than in France and Pakistan. American consumers tend to be involved with corporate advertising as much as they are with product advertising, whereas, French and Pakistani consumers are more involved with product advertising. Apart from differences in involvement levels, study findings demonstrate substantial similarities in involvement processing and how they impact ad attitude and consumers’ behaviour across both the markets. The study holds importance for corporate communication and product managers with cross national responsibilities as it establishes differences and similarities for corporate and product ad involvement across developed and emerging markets.

With the rapid development of digital technologies and the Internet, the boundaries between countries are shrinking and markets are becoming global (Oh et al., 2016). Simultaneously, cross-border online shopping is another trend that has spread across the world, and global e-commerce has now become a reality (Johnson et al., 2003; Moore, 2015). However, in prior studies related to eWOM, the national culture has received little attention among the numerous factors that could adjust the effect of eWOM (Christodoulides et al., 2012). In addition, in the real world, although individuals are frequently exposed to combined eWOM messages containing both positive and negative information about the same product, most previous studies on eWOM have focused on the one-sided eWOM valence. There are not many empirical studies on the influence of the two-sided eWOM valence on consumers’ persuasions. Thus, Study I examines the attitude effect of the two-sided eWOM valence from a cross-cultural perspective, particularly on the basis of the differences in thinking styles between the Easterners and Westerners. For this, we use a 2[Valence: positive/negative, negative/positive] x 2[Culture: East (South Korea), West (United States)] factorial design. To classify the culture, the thinking style was measured as a within-group variable. As a result, the interaction effect between valence and culture (nation) was significant. Specifically, in the East (South Korea), no significant difference existed in the changes in brand attitude depending on the two-sided eWOM valence, whereas brand attitude changes from a negative/positive presentation order in the West (United States) were significantly larger than the positive/negative presentation order. Study II demonstrates the mediated moderation effect of perceived cognition congruency in a cross-cultural setting for explaining the underlying mechanism. Drawing on the cognitive fit theory, we present a two-sided eWOM-consumers’ perceived cognition congruency proposition: the two-sided eWOM valence that matches the information processing order consumers habitually have would facilitate the favorable comprehension (reflected by perceived cognition congruency) and assessment (reflected by changes in brand attitude) of the reviews. As a result, the two-sided eWOM valence indirectly affects brand attitude changes by mediating perceived cognition congruency. This valence directly affects the brand attitude changes in the Westerner (United States) group, which has an analytical thinking style. However, the direct and indirect effects of two-sided eWOM valence on brand attitude changes are not significant in the Easterner (South Korea) group, which has a holistic thinking style. This examination might explain why differences in the changes in brand attitude between the Easterners and Westerners were revealed through the twosided eWOM valence, thus providing in-depth insights into consumer responses for the valence. This study expands the diversity of studies conducted on the characteristics of the two-sided eWOM. Furthermore, it is expected to provide a strategic direction and practical implications for two-sided eWOM-driven information management by organizations.

The Internet is providing companies with an opportunity to market their goods more widely than has been the case in the past. This is having implications for senior managers as it means that some luxury goods are being made available to a wider market segment than previously and also, there are issues as regards authenticity and counterfeiting for example. Cultural value systems underpin psychological needs which are taken into account when advertising a brand and in addition, marketers are keen to build a relationship with customers, which takes into account the customers’ psychological aspirations. Meeting consumer expectations is crucial in the luxury sector because of the value placed on uniqueness and the price-quality dynamic. Bearing these points in mind, the research question to be addressed in this paper is: How can marketers utilize the Elaboration Likelihood Model (Petty & Cacioppo 1984 & 1986) in order to maintain the quality of the luxury brand and develop a relationship with high net worth individuals while marketing the product online? The aim of the paper is to explain how marketers can develop a better understanding of how the Elaboration Likelihood Model (Petty & Cacioppo 1984 & 1986) can be utilized to develop theoretical insights into promoting luxury goods online. Bearing this in mind, two research objectives were formed: (i) to explain how the Elaboration Likelihood Model can be used to formulate international luxury brand strategies; and (ii) to provide guidance as to how marketers can develop a better understanding of marketing luxury products online. The study will build on the work of Hennessey and Anderson (1990), as it will explain how involvement affects motivation vis-à-vis luxury brands. By studying luxury brands, the Internet, and social psychology, it should be possible for marketers to provide marketing practitioners with relevant theoretical insights into how marketing theory is evolving and is applied in practice. The Elaboration Likelihood Model represents “a fairly general framework for organizing, categorizing, and understanding the basis processes underlying the effectiveness of persuasive communications” (Petty & Cacioppo, 1986, p.125) and proves ideal with respect to researching cultural value systems. The Elaboration Likelihood Model allows academic researchers to look into and comprehend cognitive processing (Cacipppo, Harkins, & Petty, 1981, p.37). The main strength of the Elaboration Likelihood Model is that the variables that can impact certain judgements are made clear and in addition, the processes underlyingchanges in attitude are made known and so too are the resulting judgements (Petty, Rucker, Bizer, & Cacioppo, 2004, pp.66-67). The Elaboration Likelihood Model has been extensively used by marketing academics and has relevance in terms of how people formulate a systematic information processing strategy (De Meulenaer, Dens, & De Pelsmacker, 2015, p.610). Marketers are concerned about the price-quality dynamic and also the trust construct (Shu-Chen, Wanchiao, Sung, & Cheng-Kiang, 2006) and risk (Park, Lennon, & Stoel, 2005) vis-à-vis buying online. Furthermore, how online consumers interpret signals has been given attention (San Martin, Camarero & San Jose, 2011) and according to Areni (2003), argument-driven persuasion is important and will be given attention in the study. Attention will be given to luxury branding, the development of an international brand strategy and how marketers can protect a luxury brand through a marketing intelligence strategy that counteracts counterfeiting. As well as utilizing data collected via a group interview, reference will be made to data collected over a three year period using a survey instrument. The Elaboration Likelihood Model (Petty & Cacioppo 1984 & 1986) will be used as a basis for providing a framework for understanding how a luxury brand can be perceived and protected, and the research outcome will be used by marketers to advise senior management about the need for implementing an integrated international luxury brand strategy. For example, research has been undertaken into the relevance of the construct trustworthiness and it is important to note that “trustworthiness is an attribute of individual exchange partners” (Barney and Hansen, 1994, p.176). This is an important observation because the producers of luxury goods depend on a number of external specialists (eg., designers, communication and public relations advisors, and manufacturers of specialist components) in order to help the company to add value to the product/service and make sure that it is viewed as unique. Marketers employed by a luxury goods producer need to ensure that data and information relating to the product offering is well guarded because they need to have confidence in the fact that there are no vulnerabilities in existence. A vulnerability could result in leakage of sensitive data and information (e.g., a new design) and result in a loss in intellectual property and ultimately brand piracy and reputational damage. By failing to identify potential vulnerabilities and deal with them through adequate counter threat measures, it is likely that it will take several years and require a repositioning and a rebranding strategy to recover the brand in the market. What we are advocating is a marketing counterintelligence strategy that is aimed at reinforcing the need and usefulness of security to protect the brand and ensure that the brand is not diluted in any way. Another reason as to why marketers need to engage in risk management is because there are a number of country-of-origin issues that arise and need to be addressed. Balabanis and Diamantopoulos (2011) have indicated that consumers are not always able to link a brand correctly with its country-of-origin and this may prove problematic. This is linked with brand image perceptions and again the Elaboration Likelihood Model can help to provide evidence that is used by marketers to overcome consumer misperceptions. Reflecting on the fact that marketers are confronted with legitimate competition (products and services compete in adherence with regulatory processes) as well asillegal forms of competition, it can also be argued that marketers need to be aware of and embrace the standards that govern the production of the product/service to the quality specified. Thus, senior management need to ensure that employees lower down the organizational hierarchy are committed to maintaining the standards that are in being (Ghoshal and Bartlett, 1994, p.96). Ghoshal and Bartlett (1994, p.98 and pp.106-107) add to our understanding by suggesting that marketers need also to have a shared ambition and participate in a collective decision-making, which relies upon collective learning. The logic of this view manifests in the fact that the Elaboration Likelihood Model is used to reinforce and condition the views of the employees as well as the organization’s customers and because it has both an internal and an external dimension. Because marketers work closely with organizational strategists that are outward looking and intelligence driven, and liaise with R&D, technology and production staff that are inward looking and security driven, they are well able to contribute to the risk management process and advise on all the aspects of marketing strategy. The research undertaken will be placed within a strategic marketing context and the learning aspect will be drawn upon to show how marketers can link social psychology theory with marketing theory, and how risk communication can be used to reinforce the advertising message. The paper will explore the advertising-consumer perception dynamic and will examine how the Elaboration Likelihood Model (Petty & Cacioppo 1984 & 1986) can be used to promote the uniqueness of a luxury good to individual consumers who share and exchange information using social networks. The influence of social networks is growing and marketers need to be aware of how and why consumers share and exchange information as they do across geographical boundaries. In particular, it will build on the work of Michaelidou and Christodoulides (2011) by establishing how certain psychological factors influence attitudes towards counterfeited products and what marketers can do to counteract these attitudes. This will contribute to the literature because it will highlight both price related and ethical related issues associated with the purchasing of counterfeited goods. In addition, it will allow marketers to identify trends in customer buying behavior and build on the work of Jack and Powers (2013) relating to shopping behavior and consumer satisfaction. By understanding better the motivations of those that purchase luxury products, marketers will be better able to plan product offerings and formulate and implement promotional strategies.

This paper establishes the link between the “World of Barbie” and its influence in shaping the mindset of young, educated, urban Indian girls born post 1985 to belong to an albeit Transnational Imagined Community. Barbie, launched in India in 1985 by Mattel Toys India Ltd, quickly captured the mind, hearts and lives of young girls in the age 4-8years. Girls in the urban affluent Indian households became addicted to this “World of Barbie” and have enthusiastically imbibed the Barbie culture. Barbie, as Macdougall (2003) calls is a “Transnational Commodity”, has changed the way young Indian girls think of themselves belonging to a “Transnational Imagined Community”’ – be it the type of outfit they wear, how they converse with their peers, the way they define ‘glamour’ or ‘well-turned out’, or their aspired future state. The authors conducted a research amongst English speaking educated urban Indian affluent girls born between 1985 and 1998 who have internalized the “World of Barbie” which includes fashion accessories, bath sets, kitchen accessories etc. and enquired into how young girls think beyond their immediate environment , so as to delve deeper into the seminal work of Anderson(1983) on “Imagined Communities”. The present paper adopts the mix method research approach. Study 1 (Depth Interview) uses the deep understanding principle of case study research. Case study research is knowledge of “sense-making” processes created by individuals for a given stimuli (Woodside, 2010). Theory is built using case study research (CSR). “CSR method is an inquiry that focuses on describing, understanding, predicting, and/or controlling the individual” (Woodside (2010). Using CSR approach, Study 2 (focus group discussion) with Control group (girls not played with Barbie) and Research group (played with Barbie) was conducted. The authors used interpretive phenomenological analysis to infer the transcripts to understand the influence of “World of Barbie” on Transnational Imagined Community. Interpretative phenomenological analysis (IPA) explores in detail how participants are making sense of their personal and social world; the inferences were given conceptual code as following factors viz.,i) Past memories with Barbie, ii) Possession Attachment iii) Personal Internalization, iv) Behavioral Manifestation v) Global Imagined Community. The study 3 was fixed point (Likert type) survey analysis. The questionnaire consisted of 35 questions covering above mentioned factors. The final survey was conducted with sample size of N= 315. Structural equation modeling was used to derive the results. To conclude, ‘home country culture’ into which the respondent is born is seen to be malleable if internalization of certain alien culturalartifacts are positively imbibed into early childhood. The process of internalization of this new culture should be embedded in early childhood memories to bring about this cultural transformation in adulthood. This process of reculturation in the young urban Indian girls has been facilitated through the ‘World of Barbie’ helping their mindset to migrate into a distinctly different global culture as defined in the Transnational Imagined Community.

46 2016 Global Marketing Conference at Hong Kong Proceedings: 46-47 (July 2016) http://dx.doi.org/10.15444/GMC2016.01.04.01 WHY DO CONSUMERS BUY PREMIUM PRIVATE LABELS? – SOME QUAL-ITATIVE INSIGHTS Olivier Reimann, University of Vienna, Austria1) Udo Wagner, University of Vienna, Austria2) ABSTRACT Private labels (PL) have developed remarkably well during the last two decades. In many Western European countries they achieved market shares of around 30 percent and more. A phenomenon that recently gained momentum in academia and practice are premium PL (PPL). That are PL positioned as “better and cheaper” or “higher in price and superior in quality” compared to the leading NB. However, with regard to the perceived quality gaps consumers attributed economy and standard PLs vis-à-vis national brands (NB) in the past, it appears contradictory that PPL could become “one of the hottest trends in retail-ing”. To the best of the authors’ knowledge no study published up to now has addressed the following research question: Why do consumers prefer PPL over NB or other PL tiers. The present work tries to provide some insights into this research gap. We conducted two empirical research projects which aim at shedding some light on po-tential drivers of PPL product choice. Both projects are field studies with two leading grocery retail chains in a Central European country as research objects. In this country, the grocery retail market is characterized by a relatively high PL market share (29 percent in 2013) and a high concentration of retailer power: in 2014 the top three retailers cov-ered 85 percent of the overall market. Project I conducted focus group interviews. Partici-pants discussed about economy PL, standard PL and PPL products. Participants debated whether / under which circumstances they would choose one of these PL tiers or a NB. Research project II consisted of semi-structured interviews conducted with consumers in stores. The study revealed major determinants of PPL product choice: (1) quality and price, (2) packaging, (3) origin, and uniqueness, and (4) co-branding. We also gained some insights into the role of psychographics and demographics, brand management and communica-tion as well as on store loyalty. Disadvantageous for retailers, the reasons for PPL prod-uct choice are mainly not PPL brand related. PPL shoppers search for intrinsic or extrin-sic cues and would buy any other brand that offers a similar product. However, the find-ings for co-branding PPL showed that suggestions to apply traditional branding strategies in order to increase (premium) PL success should gain more attention from academia and retailers.

Introduction An individual’s Persuasion Knowledge is his or her knowledge of the persuasive nature of messages (Freisted and Wright 1994). Most adults are assumed to have this knowledge that enables them to be sceptical of persuasive messages, and to incorporate this information in their decision-making about promoted products. Children are viewed as vulnerable to persuasive messages (Nelson 2016) because they have not developed the appropriate knowledge base to be sceptical of messages (Mallinckrodt and Mizerski 2007) and thus unable to discount the claims made by marketers. This lack of ability to be sceptical is argued to lead to “…the vulnerability of young audiences to the negative effects of advertising” (Nelson 2016, p. 169) like obesity, materialism, poor quality of life and higher rates of mortality. Because of the wide acceptance that young children are particularly vulnerable to persuasive messages, advertising targeting children has been banned in several countries and proposed for others (Mizerski et al. 2016; Wang 2016). Many studies about Persuasion Knowledge or Advertising Knowledge (communication research) have been published over the 40 plus years since Ward (1972) first discussed the concept. However, few studies have tested whether Persuasion Knowledge is an antecedent to children’s sceptical responses to persuasive messages. The 11 studies that have tested the link (see Mizerski et al. (2016) for a review) used a wide variety of single item or reflective measures (measures that reflect the construct). They provide inconsistent findings except that the child’s age is positively associated with acquiring knowledge about persuasive messages like advertising or playing advergames. For example, while most researchers assumed or argued a positive link between young children’s persuasion knowledge and their scepticism, Buijzen (2007) and Christenson (1982) failed to find this link. Robertson and Rossiter (1974) reported children’s understanding of persuasive intent (commercials persuade one to buy things) was positively related with young children’s scepticism, but assistive intent (commercials tell one about things) was negatively related. The inconsistent findings of children’s responses to commercial messages may be due to more than the lack of consistent measures. The use of reflective rather than formative measure of young children’s persuasion knowledge may be another reason for inconsistent findings. “Young” children are those under eight years old (Mizerski 1) shashaatperth@gmail.com et al. 2016), but a lack of sufficient persuasion knowledge has been found with children over 16 years old (Carter et al. 2011). Most recent studies have adopted the Freisted and Wright (1994) Persuasion Knowledge Model that is based on the information processing of an adult buyer. Adults tend to have obtained Persuasion Knowledge so their knowledge may be captured with measures that reflect the construct. Young children are in the process of obtaining Persuasion Knowledge. The ability to understand the source of the message and the persuasive intent of the source are often cited as antecedents to having Persuasion Knowledge. These constructs form over time and cause persuasion knowledge (Nelson 2016). Therefore, it should be a formative measure. Measuring social class is a classical formative measure because causal elements like where you live and your profession can’t be accurately calculated for children. Social class forms over time. The use of a reflective measure when a formative measure should be used leads to several problems (Diamantopoulos and Siguaw 2006; Diamantopoulos and Winklhofer 2001), particularly an increase in Type II errors-“false negatives” (MacKenzie, Podsakoff and Jarvis 2005). For example, this means ruling out a causal element of persuasion knowledge when it is causal. This paper will compare existing single item or multi-item reflective measures used with young children, with a formative measure of the Persuasive Knowledge construct. The best way to validate a construct is to test it with external variables empirically and theoretically linked to the construct, including both antecedents and consequences (Diamantopoulos and Winklhofer 2001). Three variables, theoretically and/or empirically linked with young children’s Persuasion Knowledge, are tested in a baseline model to assess the external validity of the construct. These variables are age (Ward 1972), responses toward persuasive marketing messages (such as scepticism) and affect toward the persuasive messages (Mizerski et al. 2016; Wang 2016). Therefore, it is expected that the goodness-of-fit measures for the model using the formative measure of young children’s Persuasion Knowledge will provide a better fit to the data than the reflective measures. To further test the formative nature of young children’s Persuasion Knowledge, two additional models are tested. Researchers are responsible to set the weights of indicators of a formative construct, so a formative model with expert knowledge weights is developed (Figure 1). The indicators or elements of a formative construct should be able to reveal different facets so another model with different facets is developed. Consistent findings of the two models and the proposed baseline model will further support the formative nature of this construct. Apart from content validity and external validity, we also test the measures of the construct with another data set (Mallinckrodt and Mizerski 2007) to test the models’ generalisability. The Mallinckrodt and Mizerski study used children from a different cultural background (Australian vs. Chinese young children), but have similar ages and measures of Persuasion Knowledge and external variables. Further confirmation of the structure of the measurement model is provided if the same relationships are found with the second data set. Methodology Sample The population to be sampled are young Chinese children. China was selected because it has the largest population of young children, is the largest market for toys and a children’s toy is the stimulus product in the experimental study. The sample frame is day care schools in a Northern Chinese city of approximately eight million people. Procedure This is an experiment-based study with a control group. After individual exposure to a toy TV advertisement for a “magic ruler” that can be made into many different shapes with a Dinosaur shape shown in the ad, participants were each asked to answer questions. Cartoon pictures of the question options accompanied by verbal statements were used to reduce the possibility of misunderstanding young children’s responses on Persuasion Knowledge related questions. To reduce any effects of young children choosing the first option they see, pictures or options were shown in a random order. Children were told that there is no right or wrong answer, and they could withdraw at any point. Measures Persuasion knowledge was measured three ways; including a single-item measure, a summated-items measure, and a formative measure. Through an analysis and coding of 20 studies that tested the effect of young children’s persuasion knowledge (Mizerski et al. 2016), six items were found to measure the Persuasion Knowledge construct. The single-item measure used is the children’s understanding of the advertisers’ intention to make them ask their parents to buy (parent-buying intent). This was treated as the most important aspect of persuasion knowledge by several researchers (Carter et al. 2011; Mallinckrodt and Mizerski 2007). A summated-items measure included six items, frequently used in prior scholarly work. The formative measurement model was built using the same six items but by changing the direction of influence, with the causal flow from measures to the construct. Other variables include the children’s scepticism, their belief of false claims made in the ad and affect toward the toy TV advertisement (see Figure). After a CFA analysis with five questions, the scepticism factor score was derived as a standardised measure that followed a normal distribution. Scepticism ranged from -0.59 to 1.35, with an average of 0.07 and SD of 0.68. Belief of false claims (named as “false beliefs”) shown in the TV advertisement indicated that most children did not believe the two false claims included in the ad (84% and 69% respectively). Affect towards the toy TV ad was measured using one question: “Do you like this video?” to which most children (88%) indicated yes. Results, Discussion And Implication Fifty-four different patterns or combinations of the six persuasion knowledge items were found. This pattern show substantial heterogeneity in children’s Persuasion Knowledge, and further illustrates that young children are accumulating or forming their Persuasion Knowledge (Friestad and Wright 1994). In addition, these items have low correlations to one another that are typical of a formative measure. These findings of variability of knowledge levels and weak association between them indicate the potential multiple-dimension, formative nature of the construct of persuasion knowledge for young children. This may apply specifically to young children who are at the stage of increasing their learning abilities and developing or forming their knowledge. No relationship was found in the structural models using the reflective single-item measure and summated-items measure of persuasion knowledge, and the models showed a poor fit. However, relationships were found in the structural model that applied the formative measure of persuasion knowledge, with good model fit (see Table 1). Because a formative measure is supported, we tested the formative nature of Persuasion Knowledge on a previous study’s data (Mallinckrodt and Mizerski 2007). A formative model using that study’s data showed the same relationships between Persuasion Knowledge and its external variables. This consistency supports a formative measure of young children’s persuasion knowledge. Any review of future or past research should note the possible impact of using reflective measures of young children’s Persuasive Knowledge. To generalise the findings more research needs to be done for different product categories and age groups. More product categories, such as food and movies, and age groups could be taken into consideration. While few studies have tested the association of young children’s Persuasion Knowledge to scepticism toward the message, even fewer have tested the link of scepticism to young children’s responses to the advertised product (e.g. like, prefer, choose). Most of these studies do not find a link. If having Persuasion Knowledge doesn’t influence a young child’s desire for the brand, why teach it (e.g. Nelson 2016) or ban advertising because the children don’t have Persuasion Knowledge? Perhaps using a formative measure the link will be found.

neighbors separated by a narrow strip of water, China and Japan have periodic rises and falls in their diplomatic relationship, but there are many things the two countries share in common. China experienced great social upheaval and Japan went through World War II, but despite these different historical traumas, both resolved to assign priority to economic development. Yet how will the dramatic social changes and the fading away of tradition affect the Chinese and Japanese people, especially the thought and values of their young people. Amid dramatic social changes and turbulence in values, what are the characteristics of their young people’s attitudes and behavior? Focusing on such problems, the author of this paper spent four years carrying out indepth investigations and research on college students’ understanding of nature, ecological and environmental issues, etc. The college students in this study came from nearly 20 universities in Japan and 20 universities in China. This paper will undertake a detailed comparative analysis of the ideological and value orientations of young people in China and Japan.

In the companion paper (I – Database and Site Response Analyses), site-specific response analyses were performed at more than 300 domestic sites. In this study, a new site classification system and design response spectra are proposed using results of the site-specific response analyses. Depth to bedrock (H) and average shear wave velocity of soil above the bedrock (VS,Soil) were adopted as parameters to classify the sites into sub-categories because these two factors mostly affect site amplification, especially for shallow bedrock region. The 20 m of depth to bedrock was selected as the initial parameter for site classification based on the trend of site coefficients obtained from the site-specific response analyses. The sites having less than 20 m of depth to bedrock (H1 sites) are sub-divided into two site classes using 260 m/s of VS,Soil while the sites having greater than 20 m of depth to bedrock (H2 sites) are sub-divided into two site classes at VS,Soil equal to 180 m/s. The integration interval of 0.4 ~ 1.5 sec period range was adopted to calculate the long-period site coefficients (Fv) for reflecting the amplification characteristics of Korean geological condition. In addition, the frequency distribution of depth to bedrock reported for Korean sites was also considered in calculating the site coefficients for H2 sites to incorporate sites having greater than 30 m of depth to bedrock. The relationships between the site coefficients and rock shaking intensity were proposed and then subsequently compared with the site coefficients of similar site classes suggested in other codes.

[Fe II] emission lines are prominent in the infrared (IR) and important as diagnostic tools for radiative atomic shocks. We investigate the emission characteristics of [Fe II] lines using a shock code developed by Raymond (1979) with updated atomic parameters. We rst review general characteristics of the IR [Fe II] emission lines from shocked gas, and derive their uxes as a function of shock speed and ambient density. We have compiled available IR [Fe II] line observations of interstellar shocks and compare them to the ratios predicted from our model. The sample includes both young and old supernova remnants in the Galaxy and the Large Magellanic Cloud and several Herbig-Haro objects. We nd that the observed ratios of the IR [Fe II] lines generally fall on our grid of shock models, but the ratios of some mid- IR lines, e.g., [Fe II] 35.35 m=[Fe II] 25.99 m, [Fe II] 5.340 m=[Fe II] 25.99 m, and [Fe II] 5.340 m=[Fe II] 17.94 m, are signicantly oset from our model grid. We discuss possible explanations and conclude that while uncertainties in the shock modeling and the observations certainly exist, the uncertainty in atomic rates appears to be the major source of discrepancy.

Vitamin K (phylloquinone) is an essential cofactor in the synthesis of active blood-clotting factors II, VII, IX and X. Deficiency of vitamin K leads to inadequate activity of these factors, resulting in bleeding. In this study, we investigated vitamin K1 content of agricultural products that are widely and specifically grown in Korea including 9 leaves and vegetables, 16 fruits, and 11 cereals and specialty crops. Vitamin K1 analysis of the agro-samples was by a validated, modified, reversed phase-HPLC method with fluorescence detection after post-column derivatization. The vitamin K1 content ranged from 1.83 to 682.73 μg/100 g in leaves and vegetables, 0.17 to 28.22 μg/100 g in fruits, and ND to 279 μg/100 g in cereals and specialty crops. Among the 36 samples, high content of vitamin K1 were found in Gugija (Lycium chinense Miller) leaves (average 682.73 μg/100 g) and Hansan ramie leaves (average 423.12 μg/100 g); however, mushroom, amaranth and Chinese artichoke showed no detectable levels. The results of ourstudy provide reliable vitamin K1 content of Korean grown agricultural products that expand nutritional information and food composition database.

In the companion papers (I, II), site-specific response analyses were performed at more than 300 domestic sites and a new site classification system and design response spectra (DRS) were proposed using the results of the site-specific response analyses. In this paper, the proposed site classification system and the design response spectra are compared with those in other seismic codes and verified by different methods. Firstly, the design response spectra are compared with the design response spectra in Eurocode 8, KBC 2016 and MOCT 1997 to estimate quantitative differences and general trends. Secondly, site-specific response analyses are carried out using VS-profiles obtained using field seismic tests and the results are compared with the proposed DRS in order to reduce the uncertainty in using the SPT-N value in site-specific response analyses in the companion paper (I). In addition, site coefficients from real earthquake records measured in Korean peninsula are used to compare with the proposed site coefficients. Finally, dynamic centrifuge tests are also performed to simulate the representative Korean site conditions, such as shallow depth to bedrock and short-period amplification characteristics. The overall results showed that the proposed site classification system and design response spectra reasonably represented the site amplification characteristic of shallow bedrock condition in Korea.

본 연구에서는 철골모멘트골조의 보-힌지 붕괴모드를 유도하는 최적 내진설계기법을 제안한다. 이는 유전자알고리즘을 사용하며, 기둥의 소성힌지 발생을 억제하는 제약조건을 설정하여 보-힌지 붕괴모드를 유도한다. 제안하는 기법은 구조물량를 최소화하고 에너지소산능력을 최대화하는 목적함수를 사용한다. 제안하는 기법은 9층 철골모멘트골조 예제 적용을 통해 검증한다. 예제 적용을 통해 철골모멘트골조의 보-힌지 붕괴모드를 유도하기 위해 요구되는 기둥-보 강도비를 평가한다. 패널존에 대한 3가지 모델링 기법을 각각 적용하여 모델링 조건에 따른 휨강도비 영향이 추가적으로 검토된다.

Korea is part of a region of low to moderate seismicity located inside the Eurasian plate with bedrock located at depths less than 30 m. However, the spectral acceleration obtained from site response analyses based on the geologic conditions of inland areas of the Korean peninsula are significantly different from the current Korean seismic code. Therefore, suitable site classification scheme and design response spectra based on local site conditions in the Korean peninsula are required to produce reliable estimates of earthquake ground motion. In this study, site-specific response analyses were performed at more than 300 sites with at least 100 sites at each site categories of SC, SD, and SE as defined in the current seismic code in Korea. The process of creating a huge database of input parameters - such as shear wave velocity profiles, normalized shear modulus reduction curves, damping curves, and input earthquake motions - for site response analyses were described. The response spectra and site coefficients obtained from site response analyses were compared with those proposed for the site categories in the current code. Problems with the current seismic design code were subsequently discussed, and the development and verifications of new site classification system and corresponding design response spectra are detailed in companion papers (II-development of new site categories and design response spectra and III-Verifications)

Differentiation of Pleurotus eryngii is laborious and time-consuming tasks especially in mycelial status. For development of a method for differentiation of P. eryngii cultivars, simple sequence repeats (SSR) from whole genomic DNA sequence analysis was used for genotyping and two multiplex-SSR primer sets were developed. These SSR primer sets were employed to distinguish 12 cultivars and strains. Five polymorphic markers were selected based on the genotypes. PCR with the each primer produced one to four distinct bands ranging in size from 200 to 300 bp. Polymorphism information content (PIC) values of the five markers were in range of 0.6627 to 0.6848 with an average of 0.6775. Unweighted pair-group method with arithmetic mean clustering analysis based on genetic distances using five SSR markers classified 12 cultivars into 2 clusters. Cluster I and II comprised of 4 and 8 cultivars, respectively. Two multiplex sets, Multi-1 (SSR312 and SSR366) and Multi-2 (SSR178 and SSR277) completely discriminated 12 cultivar and strains with 21 allele with a PIC value of 0.9090. These results might be useful to provide an efficient method for the identification of P. eryngii cultivars with separate PCR reactions. (This work was supported by a grant from the Golded Seed Project (213003-04-3-SBY20), MIFAFF, Republic of Korea.]

ERCP와 연관된 합병증의 대부분은 사망률 1% 미만으로 임상증상이 경미하고 짧은 입원기간을 요하는 반면 ERCP 후 발생한 천공은 사망율이 10%까지 보고되는 ERCP 후 합병증 중 가장 두려운 합병증이다. 천공 발생 직후 즉각적으 로 인식하고, 이에 따라 조기에 시술 환자의 임상 및 천공 상황에 맞는 적절한 치료를 시행하는 것이 성공적인 치료 성적을 결정짓는 중요한 요소로 알려져 있다. 이를 위해 시술자 는 Billroth II 수술이나 Roux-en-Y 문합수술 등으로 변형된 해부학 구조를 가지고 있는 경우나 시술이 어려웠던 경우 천 공발생의 가능성을 염두에 두고 환자의 증상 및 영상소견을 면밀히 관찰하여 조기진단을 위해서 노력하여야 한다. 천공의 치료로 현재까지는 내시경 자체에 의한 1형 장천공의 경우 즉각적인 수술이, 2형 및 3형 장 천공의 경우 내과적 치료가 우선적으로 고려되나 최근 신기술의 개발로 점차 1형 천공에 대해서도 내시경적 기구를 이용하여 성공적으로 치료 한 보고가 늘고 있으나 아직 수술적 치료를 대체하기는 어렵다.

잎새버섯 봉지재배에 적합한 영양원을 구명하기 위하여 밀기울, 건비지 및 맥주박을 다양하게 혼합하여 생육 및 수량특성을 조사한 결과, 수확소요일수는 혼합배지 Mix II가 61.3일로 가장 적었으며, 수량에서는 혼합배지 Mix IV가 142.6g으로 가장 높게 나타났다. 밀기울과 맥주박의 적정 혼합율을 구명하기 위한 시험 결과, 맥주박 첨가율 이 높아질수록 수확소요일수가 줄어들었으며, 수량은 맥주박 15%와 밀기울 5% 혼합율 처리에서 140.8 g으로 가 장 높게 나타났다.