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The microwave properties of microstripline at S‐band and X‐band and ?/2 rejection filter with midband rejection at 3 GHz fabricated by thick film technology are studied. The effect of an overcoat of Ag thin film of thickness 2 µm deposited by ion plating and electroless plating on Ag and Pd‐Ag thick film circuits is reported. There is a drastic improvement in the performance of the thick film circuits after overcoating. This is attributed to the superior edge definition whereby losses are reduced. As the edge is smoother, especially at the coupling area of the filter, there is tighter coupling, thus increasing the Q of the filter. The overcoat may also reduce the large open areas of the thick film, giving a smoother upper surface finish. This type of metallic overcoat, i.e., hybrid of thick and thin film, may reduce the need for costly and time‐consuming functional trimming and expensive thick film materials.

Due to the fact that user-generated content (UGC) and online brand communities (OBCs) are gaining popularity, the purpose of this paper is to identify the type of UGC that has a real effect on product success, in terms of the number of owners, within a popular OBC associated with video games.

Different types of UGC for 205 video games were manually collected (the number of positive and negative comments, discussions, screenshots, artwork, videos, guides developed by users and the presence of a workshop) to test their influence on product success. The proposed hypotheses were tested using multiple ridge regression analysis.

Results show that users look for simple and quick reviews and content about products in OBCs (i.e. guides developed by users, comments, artwork and screenshots). However, results also show that users do not guide their purchases based on UGC when the process of gaining understanding is more time consuming (i.e. reading discussions, watching videos) or requires more active involvement (i.e. workshop presence).

Limited research has been conducted on the type of UGC found in OBCs. This study contributes to the understanding of the potential influence of different types of UGC on product success. In addition, it offers managerial insights for companies into how to manage content in online communities.

HAIER: “Beat the Heat”.

Marketing, brand management, promotion management and corporate social responsibility.

Undergraduate and postgraduate.

How does the “country‐of‐origin” issue affect brands, and what do brands need to do? The case of unique and small corporate social responsibility (CSR) programs and their impact on creating brand awareness.Aamer Khan, Managing Director Hafet Electrical LLC, the sole distributor for of Haier in United Arab Emirates (UAE) was reviewing their half yearly results. Among the more unconventional strategies they had adopted was one where they used community engagement to get an insight into the local market and develop brand awareness as a caring top quality brand. The CEO of Haier, Zhang Ruimin stressed that “quality is and will remain the essence of business sustainable, whether in the past, present or future”. Aamer was evaluating the effectiveness of the strategy and considering its impact. Should he use a similar strategy next year?This case deals with the “country‐of‐origin” issue, an important aspect in branding a key strategy of marketing. The Haier brand and its country‐of‐origin were investigated among the Emirati (UAE nationals) consumers. This was done as part of a capstone research project by Meerah, Sara and Azza at Zayed University, Dubai. Further, the group created a unique CSR program for the Haier, whereby they invited people to join them in a Walkathon to raise money for a charitable cause. Haier donated various products like refrigerators, air coolers and air conditioners towards this charity. By creating this event, the group raised awareness of the Haier brand among the local population.

What is: “Country of origin” (coo) in marketing and its effect on brands? The role of CSR in corporate marketing communication? The role of small events in building brands?

Teaching notes.

YouTube has emerged as the most innovative social networking sites (SNS) with exclusive features at that time which allowed users to post, view, comment and link to videos on the site. The purpose of this paper is to investigate the way emotional appeals are being used in YouTube advertisements to promote their products by considering various big brands of different industries in emerging market like India. The advertisement that induces consumer’s emotions can cause subconscious reactions which supersede consumer’s logical and pragmatic responses to create the unbreakable bond with a brand.

The study has taken online video advertisements which were uploaded on YouTube by different companies. The advertisements considered for the study were selected on three criteria: having more than 1,00,000 subscribers; videos having Indian advertisements; and have released at least one popular advertisement of minimum 1,00,000 views monthly in the period January 1-December 31, 2016. Random sampling method was used. Content analysis of 150 video advertisements was done to assess the influence of positive and negative emotions on consumer engagement. Multiple regression method is used taking the stepwise method.

The present study focused on emotional aspects of the advertisement that induce consumer engagement through SNS. The marketing strategies mainly focus on rational aspects as well as emotional aspects. The study suggests that in emerging economy like India, people heavily rely on emotions rather than logical information regarding any goods or services; hence, we considered both positive and negative emotional aspects in the study so as to measure the influence of emotional appeals on consumer engagement. Positive emotional appeals like contentment, happiness and love have the positive influence on the consumer engagement. On the other hand, negative emotional appeals are negatively related to the consumer engagement.

The present study aims at measuring ripple effect of the emotional appeals on ads and also tries to compare the impact between positive and negative emotional appeals so that it becomes easy for the marketers to determine the context in which it can be applied. For this purpose, YouTube video ads from India have been taken as the object of study from different industries.

Following the discussion at our recent Annual General Meeting, a questionnaire was sent out to all members. Almost half of them replied despite the fact that the time allowed for returning the questionnaire had been kept very short. Some members even provided detailed comments.

The purpose of this paper is to provide a review of the critical success factors (CSF) for lean and six sigma and an analysis of these CSF as compared to previously popular change methods.

The paper uses a literature search and comparative analysis complemented with examples from previous case studies.

With only slight variations, the critical success factors are similar for all the change methods. Furthermore, the critical success factors seem to be relatively constant over time. Another important finding is that the CSF tend to relate more to how an organization approaches the change effort versus change method specific factors. The issues of management support and organizational culture are often emphasized as especially critical. The paper highlights and discusses three additional important CSF: strategic alignment, project management and training.

The awareness of CSF, in combination with an awareness of similarities between the methods, can potentially guide organizations in implementations of existing change efforts, and also prepare them for the next widely popular change method – when it arrives.

The paper presents the comparison of such aspects as goals, approaches, structure and tools and a detailed analysis of critical success factors.

Based on past study, three different value constructs, including social value, hedonic value, and epistemic value, were adopted in this study to examine their influence on individual's stickiness to use Facebook. Besides, this paper aims to explore how “trust” affects the personal usage behaviors.

The research model was tested with data from 345 Facebook's users using a web survey. The partial least squares technology was used to test the proposed hypotheses.

Results confirmed that hedonic value served as important value concerns for Facebook users. Besides, considering trust factor, the respondents can be classified into two groups. In the high-trust group, social value and hedonic value produced significant impacts on stickiness. In the low-trust group, the statistical results show that epistemic value and hedonic value had impacts on the stickiness for Facebook web site use, but social value aspect had no significant impact.

The respondents were mainly the subjects that belonged to the young age group in Taiwan. Therefore, it should be cautious to generalize the conclusions to other areas or the elder.

This study results facilitate web site operators and marketing researchers to understand what value factors and trust affect the user stickiness of Facebook. Their marketing plan and application plug-in can be accordingly adjusted.

This study provides positive evidences how value factors affect Facebook stickiness. The paper also proved that high-trust and low-trust people have different value models.

This paper aims to explore the spillover effect of social responsibility (SR) activity at the product brand level on the full brand portfolio. Extant research has established that SR activity can be beneficial to companies by influencing consumers’ SR associations with the company and its product brands. However, most studies only look at the outcomes of SR implemented at the corporate level (i.e. corporate social responsibility [CSR]). This paper provides a new and expanded perspective by exploring how SR at the product brand level reverberates throughout the full brand portfolio. Drawing on associative network theory, the authors propose a conceptual model that predicts when and how SR associations with a product brand spillover to corporate brand and other product brands and the consequences of this spillover.

Two experiments were conducted to test the conceptual model. The authors used utilitarian products (frozen yogurt, ice cream, and soft drink) in the first experiment and value-expressive products (running shoes, T-shirt and watch) in the second experiment.

Both experiments found support for the proposed spillover effect. The moderating impact of corporate branding strategy and product category fit on the strength of spillover effect were also examined.

The findings will help managers make better decisions about which brands (product and corporate level) should be involved in SR activity.

This research offers a new perspective to look at the consequences of SR activity and reveals a larger picture than extant research on CSR by indicating the impact of a product brand’s SR initiative on the whole brand portfolio.

Sponsored social media content is one of the advertising strategies that companies implement so that ads appear as native to the delivery platform without making consumers feel that they are directly targeted. Hence, the current study examines whether prominently featuring corporate information on social media ads affects how consumers perceive them. It also investigates whether an ad's evaluation metrics on Twitter (e.g. number of likes/comments) influence its persuasiveness and consumers' behavioral intentions towards the sponsoring company. Underlying cognitive and affective mechanisms through which sponsored content operates are also investigated.

A 2 (corporate credibility: low vs high) by 2 (bandwagon cues: low vs high) between-subjects experiment was conducted.

The findings showed that corporate credibility and bandwagon cues can influence social media ad effectiveness. Sponsored content from high-credibility companies – evoked more favorable attitudes and behavioral intentions – is perceived as less intrusive, and elicits less anger than equivalent posts from low-credibility companies. Furthermore, it was found that bandwagon cues work via different pathways. For high-credibility corporations, a high number of bandwagon cues improved ad persuasiveness by mitigating consumers' anger towards intrusive sponsored content. Conversely, for low-credibility corporations high bandwagon cues enhanced ad persuasiveness, and this triggered more positive attitudes towards it.

This paper is the first to test corporate credibility and bandwagon effects in social media ads, while also exploring consumers' cognitive and affective responses to sponsored content. Implications for how companies with varying popularity levels should promote products on social media are discussed.

Whereas much previous research focuses on the ways consumers strive to gain social approval, consumption that may result in social disapproval must be considered. In order to do so, the purpose of this paper is to explore consumers' self‐concepts within a risky consumption context, namely smoking. Self‐concept discrepancies and the resulting emotions and coping strategies are identified.

A qualitative methodology based on 30 focus groups conducted across ten European countries is employed.

Findings demonstrate self‐concept discrepancies between both the actual self and ought/ideal guiding end states, as well as between the “I” and social selves. Such discrepancies generate negative emotions and result in emotion‐focused coping strategies. In addition, the accuracy of smokers' social self‐concepts with reference to the actual perceptions of non‐smokers is discussed.

Important implications for the design of effective anti‐smoking advertising are discussed, based on the findings. It is suggested that counter advertising should encourage dialogue between smokers and non‐smokers and that message themes should centre on building the self‐efficacy of smokers.

The reason why the social context should be an integral part of consumer self‐concept research is highlighted. Moreover, the importance of moving beyond merely understanding the existence of self‐discrepancies, to focus on the emotions that are generated by these discrepancies and the consequent coping strategies employed to resolve them is identified. As such, the potential contributions that may arise by recognising the intersection between two bodies of literature that are often treated separately, namely, consumer coping and the self‐concept, are highlighted.