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The purpose of this paper is to introduce a new strategic marketing tool: a peripheral product anecdote (PPA), or a brief, interesting story that is loosely connected to a product but not connected to its history, quality or usage. A PPA is contrasted with similar tools, such as product/brand heritage claims. This study investigates when PPAs are most effective at increasing willingness to pay.

Five experiments examine the effect of different PPAs on willingness to pay. This study examines product-use situation as a moderator (Studies 3 and 4) and conversational value as a mediator (Studies 2 and 4).

Customers will pay a premium for products with PPAs, but only when they intend to use the products in social situations where they could share the anecdote with others. Mediation analyses reveal these anecdotes are valuable because they provide purchasers with a conversation topic (a source of social currency).

In contrast to brand heritage stories, nearly any firm can associate a PPA with their product. These anecdotes are a low-cost way for firms to increase willingness to pay for products. PPAs are innovative and varied, unlike brand heritage stories which tend to be static.

This paper shows that customers sometimes want packaged goods, such as beer and snacks, to help them have conversations and will pay more for products that do so. It introduces the PPA as one way marketers can help customers achieve this goal of conversation.

A formulation consisting of 300ppm sodium salt of phenyl phosphonic acid (PPA) and 50ppm Zn²⁺ is 95 per cent efficient in inhibiting the corrosion of mild steel in a neutral aqueous environment containing 60ppm chloride. A higher concentration of Zn²⁺ lowered inhibition efficiency. This is due to the formation of an insoluble Zn²⁺‐PPA complex in the solution. It is found that, in solution, both the phosphonate group and the phenyl group of PPA are involved in the formation of the complex with both Zn²⁺ and Fe²⁺, whereas in the solid state, only the phosphonate group is involved.

The formulation consisting of 50ppm polyacrylamide (PAA), 300ppm phenyl phosphonic acid (PPA) and 50ppm Zn²⁺ has 95 per cent inhibition efficiency in controlling corrosion of mild steel in a neutral aqueous environment, containing 60ppm Cl^—, a situation commonly encountered in cooling water systems. A discussion of mechanistic aspects of corrosion inhibition is based on the results obtained from a potentiostatic polarization study, UV‐visible, FTIR and luminescence spectra. The protective film is found to be luminescent and to consist of Fe²⁺‐PAA complex, Fe²⁺‐PPA complex and Zn(OH)₂.

The purpose of this paper is to critically examine the current state of literature on peer parental advocacy, offering practical insights and ideas for researchers and practitioners interested in this evolving field.

This narrative review is a comprehensive, critical and objective analysis of the current knowledge on peer parental advocacy.

Parental peer advocacy (PPA) has seen growing interest, with increasing research detailing the benefits and challenges. It is now being considered within children’s services across the UK, drawing upon the success of similar initiatives, especially in the USA. There is a compelling case for PPA, not least as it may contribute to resolving the longstanding challenges within children services of families having the opportunity to meaningfully participate in decision-making (Corby et al., 1996; Muench et al., 2017; Bekaert et al., 2021).

Parental advocacy (PA) continues to be an evolving area of academic research and policy development both in the United Kingdom and internationally. Emerging research suggests a compelling case for an expansion in PPA within child welfare and protection systems, specifically in case, program and policy advocacy.

PA continues to be an evolving area of academic research and policy development both in the United Kingdom and internationally. Emerging research suggests a compelling case for an expansion in PPA within child welfare and protection systems, specifically in case, program and policy advocacy.

To the best of the authors’ knowledge, this is one of the first UK-based narrative reviews that critically analyses the research, highlighting the limitations and strengths of adopting PPA as an approach.

The paper's aim is to focus on the productivity potential assessment (PPA) method which has been developed to measure and assess the productivity potentials at shop‐floor level in Swedish manufacturing industry.

A study was carried out in one day by two certified analysts using a highly standardised work process. The focus is on a selected bottleneck area of a factory. Measurement from the selected area is combined with a broad data collection to make an assessment of the potential for increasing the productivity in the factory. The results were fed back to the factory management orally on the same day and in a written report.

The paper shows that the PPA method was not designed to be a research method. It is a practical method that is based on a systems perspective where as many factors affecting the productivity and productivity development are gathered in one day.

A consecutive article will present the result from the studies.

The method has been applied in over 70 cases and has had an impact on all these cases for the factories studied.

Productivity is of utmost importance for society. Productivity development has been neglected in many companies during recent decades.

The PPA method is unique in its combination of scope, analysis methods, and public availability. There are similar methods but no others found that make this combination.

This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment to inspect the effects of the endorsers and product types on consumers’ engagement in BRM through brand-relationship variables [i.e. self-brand connection (SBC), perceived product attachment (PPA) and source credibility (SC)]. Marketing in a digital era is witnessing a rising trend of “brand resurrection as revolution” led by consumer power. The successful revitalization of various dead brands provides some new opportunities for companies to engage millennial consumers in brand resurrection movements (BRM) through the right choice of brand endorsers. The new-found love of companies for the revitalization of long-forgotten brands has attracted considerable interest among scholars and marketing practitioners. Despite the brand resurrection’s high practical relevance, little is known in marketing research about how to revive failing brands back to life.

Using source credibility theory (SCT) as a lens, this study conducted two studies (i.e. Study 1, N = 300; Study 2, N = 300) and builds on an analysis of data from Pakistani millennials. The hypotheses were inspected using both structural equation modeling and SPSS’s PROCESS macro.

Through two studies, the authors find that the match between endorser types and product types affects customer motivation to engage in BRM via SBC, PPA and SC (i.e. attractiveness, trustworthiness and expertise).[AQ2] The results showed that for utilitarian products, both SBC and PPA mediate the link between endorser types and BRM, but for hedonic products, PPA does not play a role. Similarly, the authors’ results indicate that for hedonic products, attractiveness, trustworthiness and expertise mediate the link between endorser types and BRM, but for utilitarian products, trustworthiness does not play a role.

The results of this research will help marketing managers devise effective brand endorsers strategies in reviving failing brands. Specifically, this endeavor highlights that understanding brand advertisements merely in terms of celebrity endorsement restricts the full potential that brand advertisements could have and also that a comprehensive understanding must include expert and chief executive officers (CEO) endorsers. Therefore, one of the central contributions of this research is the introduction of expert and CEO endorsers and the evidence that both celebrity (i.e. celebrity and CEO) and non-celebrity endorsers (i.e. experts) have an impact on consumers’ motivation to engage in BRM.

To the best of the authors’ knowledge, this is one of the first endeavors of its kind to empirically explore consumer attitude/motivation behind participation in reviving failing brands. The significance of this work is underscored by the fact that numerous dead brands are being brought back by companies because of consumer–brand co-creation movements.

The purpose of this paper is to examine if the announcement of corporate power purchase agreements (PPAs) induce significant effects on the electricity buyers' stock returns.

This is an event study based on the Fama French Five Factor Model which uses several significance tests and robust regression approaches.

The announced closing of corporate PPAs induces significant positive abnormal stock returns. This announcement effect is even more pronounced in case of virtual PPAs.

To the best of the author‘s knowledge, this study is the first which explictly investigates the announcement effects of corporate PPAs, which are closed between the owner of the renewable energy asset and the institutional end consumer. In addition, this study extends the event study approach by robust regression methods.

Home-based workouts via fitness YouTube channels have become more popular during the pandemic era. However, few studies have examined the role of social media personae related to intention to exercise. The purpose of this study was to investigate the structural relationships between fitness YouTuber attributes: perceived physical attractiveness (PPA), perceived social attractiveness (PSA), perceived similarity (PS), parasocial relationships (PSRs), wishful identification (WI), physical outcome expectations (POEs), and continuous intention to work out with fitness YouTubers (CIWFY).

This study considered fitness YouTube channel viewers as the unit of analysis. An online survey was conducted to empirically develop and test the research model using structural equation modeling (SEM).

The SEM empirical findings revealed that the PSRs were significantly influenced by PSA, PPA, and PS. Also, WI was significantly affected by PPA and PS. Furthermore, POEs were significantly impacted by PPA and PSRs. POEs affected the CIWFY. Lastly, PSRs and POEs mediated the influence of PSA and PPA on the CIWFY.

The psychological impacts of exercising to online fitness videos in the era of COVID-19, with its untact (no contact) social norms is timely. The study model demonstrated the fitness YouTube viewers' cognitive path from perceptions toward fitness YouTubers' attributes to behavioral intention. To be specific, the current study demonstrated how three attribution types (i.e. PPA, PSA, and PS) of fitness YouTubers affect viewers' PSRs and WI with fitness YouTubers, along with POEs and CIWFY. Along with health practitioners, fitness YouTubers who want to captivate viewers on their channels might need to consider self-attributes from their viewers' standpoint and should build psychological bonding with viewers.

Adani Power Limited (A) is the first case in a series of cases on the attempts by the firm to wriggle out of negative consequences of long-term fixed price power purchase agreements it had entered into. The firm wanted to terminate the agreement on the ground that its bid was based on coal allocation by another Government owned entity. This case describes as to how the firm was unable to get the contract terminated due to regulatory interventions. The case also raises public policy issues including the robustness of guidelines for procurement of power.