<abstract xmlns="http://www.w3.org/1999/xhtml">Trademark dilution is, in a general sense, a reduction in brand equity due to the unauthorized use of the trademark by third parties (junior brands). Although there are two types of dilution, blurring and tarnishment, existing academic empirical evidence only relates to blurring cases, showing its damage to some variables related to brand associations in consumers’ minds. Literature also shows the moderating role of the similarity between junior brands, but this evidence is not complete unless presumable tarnishment cases are analyzed. This paper compares the effect of two types of junior brands over strength of associations and brand equity of famous trademarks. An experimental approach was applied with a sample of 372 undergraduate students, users of two famous convenience brands. Junior brands use identical or similar famous brand names in different product categories, offering a continuous of similarity levels, so the moderating effect of this variable is analyzed. Results show that: (i) dependent variables are reinforced when junior brands are perceived as very similar, and diluted above some degree of dissimilarity; (ii) dilution increases the more dissimilar the junior brand. However, although they have a high degree of dissimilarity, cases of presumable tarnishment, might not always produce dilution. Besides, they suggest that the effect induced by similarity is not linear. These findings are discussed through the lenses of marketing and psychology theories. The study represents a contribution to the field, providing evidence not only from blurring cases, but also from supposed tarnishing imitators, comparing their effects and showing the limited moderating effect of similarity. The boundary conditions of similarity effects in trademark dilution literature have not been discussed previously. Finally, main implications for managers are highlighted, given the negative effects that trademark dilution may entail at firm level.</abstract>

Escuela Superior Politécnica del Litoral, ESPOL

Trademark dilution: comparing the effects of blurring and tarnishment cases over brand equity

<abstract xmlns="http://www.w3.org/1999/xhtml">This research advances brand innovation research by examining the adverse effects of inferior innovative extensions on the brand innovability of own parent brands. Brand innovability conceptually consists of brand quality and innovativeness. The results reveal that radical and incremental inferior innovations exert asymmetric adverse effects on brand quality and innovability. For brand quality, inferior radical innovations exert more negative impacts on the quality of pioneer brands than on the quality of follower brands. However, inferior incremental innovations exert identical negative impacts on the quality of both pioneer and follower brands. For brand innovability, both inferior radical and incremental innovations exert more negative impacts on the innovability of pioneer brands than on the innovability of follower brands. In comparison, brand innovability is less susceptible than brand quality to inferior innovation information. The findings suggest that it is more justified to evaluate innovative brands with brand innovability, instead of brand quality, for two reasons. Firstly, brand innovability is more realistic than brand quality because brand innovability is more relevant than brand quality to profits. Secondly, brand innovability is inclusive of brand innovativeness, which ameliorates adverse effects when innovative extensions are inferior. The threat of inferior innovative extensions is less horrible than expectation if the adverse effects on the innovative brands are assessed with brand innovability, instead of brand quality. However, being innovative is like a double-edged sword. On the one hand, it helps generating more profits. On the other hand, it endangers innovative brands to be more susceptible to inferior innovative extensions. Therefore, for marketing implications, pioneer brands are more obliged than follower brands to ensure the success of radical innovations in order to avoid the possible adverse effects of inferior radical innovations. This research contributes brand innovation research by proposing the more relevant indicator of brand innovability to evaluate innovative brands.</abstract>

The adverse effects of inferior innovations

<abstract xmlns="http://www.w3.org/1999/xhtml">Online shopping has become popular over the years and is a widely used way to purchase goods and services. For online retailers to succeed, it is important that they have a quality website to attract and retain customers. The aim of this study was to investigate the construct validity of three respective measurement instruments related to website quality factors, namely; system, information and service quality factors, which may influence consumers within the online shopping environment in a South African context. Primary data was collected through self-administered questionnaires. The demographic and online shopping profile of the sample are presented and followed by confirmatory and exploratory factors analyses on the three instruments. The confirmatory factor analysis found poor fit for the original hypothesised models for each of the scales; further exploratory factor analyses revealed slightly different dimensionalities underlying the scales, yet these were still somewhat aligned with the theoretical framework from which the original scales were derived. Despite this, the study provides a platform for future revision of the scales and future research into website quality factors within the online shopping environment in a South African context.</abstract>

Investigating the construct validity of quality measures influencing online shopping in a South African context

<abstract xmlns="http://www.w3.org/1999/xhtml">Interviews with 10 marketing managers of 10 four-wheeled motor vehicle brand in Jakarta that have the highest sales in January up to April 2017 show that the managers do not have enough cognitive understanding of knowledge management (KM). However, the managers, in general, are very eloquent when discussing about practical business aspects such as supply-chain, business competition, products, organizational culture, and company’s performance. Based on previous research, KM was placed as independent or intervening or moderating variable on company’s performance. The aim of this study is to analyze the role of KM on company’s performance. By using stratified random sampling, linear regression, moderated regression, and path analysis, it can be concluded that KM can be as independent, moderating, or intervening variable. KM becomes similar to a “bottleneck” when the managers do not know well what and how to implement KM. Therefore, this study suggests that needed further researches are needed to explore the role of KM and to understand how KM can be implemented in a company in order to sustainably improve the company’s performance.</abstract>

The influence of knowledge management “bottleneck” on company’s performance

<abstract xmlns="http://www.w3.org/1999/xhtml">The present paper delves into the specifics of knowledge economy with a particular focus on Romania. In the first part, it identifies knowledge economy characteristics and pillars and it analyses them as compared to levels exhibited by countries in the European Union. In the second part it argues for the strategies that could be used for enhancing knowledge economy in Romania. In order to do so we used the Delphi method and we identified 25 experts in the knowledge economy/management field coming from internationally renowned companies, universities and ministries located in Romania, to whom we sent invitations for participating in our Delphi survey that lasted one month. Out of the 25 experts, 10 answered positively and during the research we had an attrition rate of 90%. The experts delivered their opinions on the measures to be adopted in order to increase education and learning, ICT and innovation as building blocks of knowledge economy. Findings reveals that knowledge economy can be developed by adopting measures such as: devising a governmental program that will sustain the development of knowledge repositories at the level of technological clusters, industry associations and other professional organizations by providing financial assistance for hardware acquisition and software development in order to facilitate knowledge transfer; Governmental program for the financial support of schools’ investments in hardware and educational software and the training of staff for the use of ITC in teaching and learning, etc.</abstract>

Strategies for developing knowledge economy in Romania

<abstract xmlns="http://www.w3.org/1999/xhtml">The importance of video ads on social media platforms can be measured by the number of views. For instance, Samsung’s commercial ad for one of its new smartphones reached more than 46 million viewers at Youtube. Video ads address users both visually and aurally. Often, the visual sense is engaged by users focusing on other screens, rather than on the screen with the video ad, which is referred to as the second screen syndrome. Therefore, the importance of the audio channel seems to gain more importance. To get back the visual attention of users that are deflected from other visual impulses it appears reasonable to adapt the music to the target group. Additionally, it appears useful to adapt the music to the content of the video. Thus, the overall success of a video ad could be improved by increasing the attention of the users. Humans typically decide which music is to be used in a video ad. If there is a correlation between music, products and target groups, a digitization of the music selection process appears to be possible. Since the digitization progress in the music sector is currently mainly focused on music composing this article strives for taking a first step towards the digitization of the music selection.</abstract>

Testing music selection automation possibilities for video ads

<abstract xmlns="http://www.w3.org/1999/xhtml">Due to the dynamic and inter-connected internal and external environments of the present digital age, organizations are faced with increased challenges to achieve enduring success. After reviewing the major management theories with an organizational focus, and the changes brought with the new ISO 9001:2015 Quality Management Systems International Standard Edition, the hypotheses that to succeed in the digital age organizations must monitor the organizational context, identify risks and opportunities, and manage change effectively, are presented. A worldwide survey was carried out among IRCA registered auditors concerning ISO 9001:2015 certified organizations, and by using a quantitative methodology (sample normality was confirmed through Kolmogorov-Smirnov test and the hypothesis were tested by using Pearson correlation coefficient). The results of this research highlight the need to properly monitor the organizational (internal and external) context and identify the key issues that affect the organizations ability to deliver quality products and satisfy their customers and key stakeholders, and to plan, design, implement and control change in an effective and timely manner. These results support the notion that organizations should adopt appropriate organizational models for the present digital age, with emphasis on knowledge management and horizontal customer perspectives, willing to scan the environment, identify risk and opportunities and take timely and suitable actions.</abstract>

How to succeed in the digital age? Monitor the organizational context, identify risks and opportunities, and manage change effectively

<abstract xmlns="http://www.w3.org/1999/xhtml">In nowadays European context the challenges started from the severe disparities among countries, regions and socio-economic groups are increasing the pressure on both national and EU level authorities, leading to the conclusion that the current socio-economic systems have reached their limits. Thus, the social market economy (SME), “third path” which mixes the purely liberal market economy with the social economic model might be one viable solution. Historically, the model corresponds to the real economic policy of the German Federal Republic after the 1950s, thus it is sometimes called Rhine capitalism. Such a model might be both the solution for national-level European economies and for the entire Union and thus, for a successful implementation a two-step approach should be considered appropriate. Thereby, in the first stage an SME might be implemented at national level in as many as possible EU member states and in the second phase a SME might be created at the level of EU by aggregating the smaller national SMEs. Due to the fact that in a SME the weaker geographical regions and industries are encouraged so that “fair” distribution of wellbeing is reached, it is highly probable that such a socio-economic model might be the appropriate alternative to fuel a sustainable growth of the Romanian economy. Using county level data, from the National Institute of Statistics and from the National Office of the Trade Register, for the year 2015, and an aggregated index, we show that the Romanian economy is highly polarized with a few growth poles (islands) and a large number of underdeveloped units. Thus, it becomes obvious that these important disparities will hinder a future sustainable development and by consequence a clear “road-map” represented by the SME model might prove to be a viable solution for the Romanian economy.</abstract>

The Bucharest University of Economic Studies

The growth poles and the lagging regions of Romania – a county level approach for 2015 –

<abstract xmlns="http://www.w3.org/1999/xhtml">The purpose of this study is to examine organizational held values and beliefs related to diversity, particularly derived from the corporate websites of the best companies to work for in Brazil, that is, an annual edition published by Época magazine along with the Great Place to Work® Institute (GPTW). Therefore, this study focuses on how these companies are addressing the themes of diversity, inclusion, and discrimination through their organizational discourses. More specifically, it draws exclusively on the statements and corporative documents posted on their websites. Overall, findings indicated that barely 57 (43.8%) of the 130 companies awarded by GPTW-Época 2014’s list showed some interest in providing a discourse toward diversity/inclusion issues in their websites. Moreover, no more than 31 firms (54.4% of the sample) depicted a compelling or somewhat acceptable diversity discourse (i.e., an indication that this issue has been addressed, yet it requires additional measures). Taken as a whole, results suggest that diversity appears to be a topic of low status in the most of the best organizations to work for in Brazil. In general, multinational corporations tend to put aside desirable aspects on their statements, even so they enact better diversity, inclusion, and anti-discrimination discourses than Brazilian firms.</abstract>

Organizational Diversity Commitment: A Web-Based Investigation

<abstract xmlns="http://www.w3.org/1999/xhtml">The purpose of this paper is to present a new construct of the intellectual capital structure, based on the multifield theory of knowledge and the concept of nonlinear integrators and to identify the knowledge strategies to enhance the intellectual capital of universities. The paper presents a new approach, based on metaphorical thinking and thermodynamics logic in structuring the intellectual capital, based on the multifield theory of knowledge into its basic building blocks. Considering the two levels of intellectual capital, the paper presents the main knowledge strategies to enhance the university intellectual capital. The basic building blocks of the intellectual capital are: rational, emotional, and spiritual intellectual capital. Each building block is based on the corresponding field of knowledge. There are two significant levels of intellectual capital: potential and operational. Analyzing the university intellectual capital by using this new approach is much more realistic than in the previous approaches. The new approach is based on a thermodynamics paradigm, which means we need to develop new ways of thinking, evaluating, and enhancing the intellectual capital. The paper presents an original approach, based on metaphorical thinking, by considering basic ideas from the energy realm and thermodynamics theory. Also, the paper presents a matrix of possible knowledge strategies to increase the intellectual capital of universities.</abstract>

Knowledge strategies aiming to improve the intellectual capital of universities

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