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We explore how marketers can manage brand meaning through the use of celebrity endorsements. We theorize that consumers look to celebrity endorsements for brand symbolism, which they appropriate to construct and communicate their self-concepts by forming self-brand connections (SBC).

This research employs an experimental paradigm, with two empirical studies examining whether marketers can create meaning for their brands through the use of celebrity endorsements.

Study 1 finds that celebrity endorsement enhances SBC when consumers aspire to be like the celebrity, but harms them when consumers do not; furthermore, this effect is more pronounced when the brand image is congruent with the celebrity’s image. The effect is further moderated by the degree to which a brand communicates something about the user, with more symbolic brands having stronger effects than less symbolic brands. Study 2 finds that the effect of celebrity endorsement on SBC is augmented when consumers’ self-esteem is threatened. Consumers self-enhance by building connections to celebrities with favorable images or distancing themselves from those with unfavorable images.

These findings can help marketers’ decisions regarding when and whom to use as a celebrity endorsers by taking into account how consumers use meaning appropriated from celebrities when constructing the self.

This chapter gives in “Introduction to the Human Capital Issue” a critical analysis of the standard (economic) Human Capital (HC) theory, with the help of some “traditional” (founding) accounting concepts. From this study, to avoid the accounting and social issues highlighted in “Introduction to the Human Capital Issue,” we present, in “The “Triple Depreciation Line” Model and the Human Capital,” the “Triple Depreciation Line” (TDL) accounting model, developed by Rambaud & Richard (2015b), and we apply it to “HC,” but viewed as genuine accounting capital – a matter of concern – that firms have to protect and maintain.

From a critical review of literature on HC theory, from the origin of this concept to its connection with sustainable development, this chapter provides a conceptual discussion on this notion and on the differences/common points between capital and assets in accounting and economics. Then, it uses a normative accounting model (TDL), initially introduced to extend, in a consistent way, financial accounting to extra-financial issues.

This analysis shows at first that the standard (economic) HC theory is based on a (deliberate) confusion between assets and capital, in line with a standard economic perspective on capital. Therefore, this particular viewpoint implies: an accounting issue for reporting HC, because “traditional” accounting capital and assets are clearly isolated concepts; and a societal issue, because this confusion leads to the idea that HC does not mean that human beings are “capital” (i.e., essential), or have to be maintained, even protected, for themselves. It only means that human beings are mere productive means. The application of the TDL model to an accounting redefinition of HC allows a discussion about some key issues involved in the notion of HC, including the difference between the standard and “accounting” narratives on HC. Finally, this chapter presents some important consequences of this accounting model for HC: the disappearance of the concept of wage and the possibility of reporting repeated (or continuous) use of HC directly in the balance sheet.

This chapter contributes to the literature on HC and in general on capital and assets, by stressing in particular some confusions and misunderstandings in these concepts. It fosters a cross-disciplinary approach of these issues, through economic, accounting, and sustainability viewpoints. This analysis also participates in the development of the TDL model and the research project associated. It finally proposes another perspective, more sustainable, on HC and HC reporting.

The stakes of HC are important in today’s economics, accounting, and sustainable development. The different conceptualizations of HC, and the narratives behind it, may have deep social and corporate implications. In this context, this analysis provides a conceptual, and practicable, framework to develop a more sustainable concept of HC and to enhance working conditions, internal business relations, integrated reporting. As an outcome of these ideas, this chapter also questions the standard corporate governance models.

This chapter gives an original perspective on HC, and in general on the concept of capital, combining an economic and an accounting analysis. It also develops a new way to report HC, using an innovative integrated accounting model, the TDL model.

This study proposes targeted modernization of the Department of Defense (DoD's) Joint Forces Ammunition Logistics information system by implementing the optimized innovative information technology open architecture design and integrating Radio Frequency Identification Device data technologies and real-time optimization and control mechanisms as the critical technology components of the solution. The innovative information technology, which pursues the focused logistics, will be deployed in 36 months at the estimated cost of $568 million in constant dollars. We estimate that the Systems, Applications, Products (SAP)-based enterprise integration solution that the Army currently pursues will cost another $1.5 billion through the year 2014; however, it is unlikely to deliver the intended technical capabilities.

For work organizations and their members, establishing and maintaining mutually satisfying employment relationships is a fundamental concern. The importance that scholars attach to employment relationships is reflected in research streams that explore the optimal design of strategic human resource management systems, the nature of psychological contract fulfillment and violation, and the factors associated with achieving person-environment fit, among others. Generally missing from theory and research pertaining to employment relationships is the perspective of individuals who reside at the employee-employer interface – managerial leaders. We argue that, for managerial leaders, a pervasive concern involves the tangible and intangible resource requirements of specific employees. We then provide the groundwork for study of the leader’s perspective on employment relationships by proposing a model that identifies how employees come to be perceived as low versus high maintenance and how these perceptions, in turn, influence leader cognition, affect, and behavior.

US Navy warships are capital-intensive national defense assets that require periodic depot and intermediate level maintenance availabilities (periods). Oftentimes, ship maintenance is deferred or forgone altogether due to geopolitical strife or fiscal challenges. The impacts of missed maintenance are not only a burden on ships’ crews, but they also have a deleterious effect on current and future readiness. It is a difficult task to strike a balance between current and future readiness when insufficient resources are available to sustain a fleet of warships. This paper draws from multi-attribute utility theory (MAUT) to develop a ship maintenance decision-making model that considers attributes from the current and life cycle readiness cohorts. Using the current maintenance plans for two DDG 51-class ships entering availabilities in same fiscal year, this model determines which ship is more capable of absorbing a loss of maintenance and planned modernizations relative to the context of the decision environment. Five attributes are considered for the overall decision: mandatory maintenance, non-mandatory maintenance, mission impact from maintenance, mission impact from planned modernizations, and maintenance backlog. The model presented here is generalizable to a number of U.S. Navy ships and watercraft and can be used to inform decision-makers of the short- and long-term impacts of deferring critical maintenance.

The essential investments in new product development (NPD) made by industrial companies entail effective management of NPD activities. In this context, performance measurement is one of the means that can be employed in the pursuit of effectiveness.