nep-mkt New Economics Papers
on Marketing
Issue of 2017‒04‒02
four papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. How Data Breaches Affect Consumer Credit By Mikhed, Vyacheslav; Vogan, Michael
  2. Event dan festival di Cirebon: Review bauran pemasaran syari’ah By Jaelani, Aan
  3. The Allure of the Illegal: Choice Modelling of Rhino Horn Demand in Vietnam By Nick Hanley; Oleg Sheremet; Martina Bozzola; Douglas C. MacMillan
  4. The Impact of Mentoring and Helping Relationships in the Informal Process of Employee Branding: Construction of the Measuring Instrument By Andrea Sousa; João Thomaz; Paulo Ferreira; Fátima Jorge; Eulália Santos

  1. By: Mikhed, Vyacheslav (Federal Reserve Bank of Philadelphia); Vogan, Michael (Federal Reserve Bank of Philadelphia)
    Abstract: We use the 2012 South Carolina Department of Revenue data breach as a natural experiment to study how data breaches and news coverage about them affect consumers’ interactions with the credit market and their use of credit. We find that some consumers directly exposed to the breach protected themselves against potential losses from future fraudulent use of stolen information by monitoring their files and freezing access to their credit reports. However, these consumers continued their regular use of existing credit cards and did not switch lenders. The response of consumers exposed to the news about the breach only was negligible.
    Keywords: identity theft; fraud alert; data breach; consumer protection; credit report
    JEL: C23 D12 G02 G22
    Date: 2017–03–23
  2. By: Jaelani, Aan
    Abstract: This paper reviewed the event and tourism festival held in Cirebon the last few years very heavily promoted. Cirebon as the gate of secret and as a metropolitan city has many tourist attractions and facilities adequate infrastructure as one of the tourist traffic in Indonesia. With the review of documents and trend analysis, marketing mix approach of the shariah in the promotion of events and festivals in Cirebon, both in the field of religious and traditions, art and culture, culinary, natural beauty, and the local economy offers a new concept in marketing tourism products which emphasize aspects locality and uniqueness noticed preservation, and also the principles of sharia ensure their halal products and values of business ethics in marketing.
    Keywords: event, festival, halal tourism, shariah marketing mix
    JEL: L83 M31 O18 Z19
    Date: 2017–03–12
  3. By: Nick Hanley (School of Geography and Sustainable Development, University of St. Andrews); Oleg Sheremet (School of Geography and Sustainable Development, University of St. Andrews); Martina Bozzola (Agricultural Economics and Policy Group, ETH Zurich, Switzerland); Douglas C. MacMillan (DICE, School of Anthropology and Conservation, University of Kent)
    Abstract: Demand for rhino horn products is the main driver of illegal hunting of African rhinos. Using choice modelling we identify the main drivers of demand and estimate consumer willingness to pay for rhino horn attributes of high policy relevance among Vietnamese users and potential users. We find that wild or semi-wild sourced horn, harvested humanly from least rare species is the most valued among Vietnamese consumers. Furthermore, consumers are willing to pay more for illegally-traded horn, indicating that the international ban on the trade has generated a premium for illegal horn.
    Keywords: Rhino Conservation, Illegal Hunting, Trade in Wildlife Products, Choice Experiments
    JEL: F18 Q27 Q51 Q57
    Date: 2017–03
  4. By: Andrea Sousa (Universidade de Évora and CEFAGE-UE, Portugal); João Thomaz (GP2/CIn/UFPE and ISLA, Instituto Superior de Gestão e Administração de Leiria, Portugal); Paulo Ferreira (Escola Superior Agrária de Elvas, Inst. Politécnico de Portalegre and CEFAGE-UE, Portugal); Fátima Jorge (Universidade de Évora and CICP, Portugal); Eulália Santos (CIDMA, University of Aveiro, Portugal)
    Abstract: The process of employee branding (EeB), according to Miles and Mangold (2004; 2005) promotes and strengthen the psychological contract between employees and the organization by increasing and maximizing the employees’ sense of commitment and loyalty. The object of this research focuses on the measurement of the impact of mentoring and helping relationships in the informal process of EeB, with a focus on People and on an integrated vision of the Human Resources Management and Organizational Behavior, based on the exchange ratio of Relationship Marketing. With the introduction of a new variable (mentoring and helping relationships), this article focuses on the construction of the measuring instrument and the confirmation of its validity and reliability, in order to measure the involvement and internalization of the “effect of employee brand” in organizations.
    Keywords: employee branding, human resources management, relationship marketing, mentoring and helping relationships, measuring instrument.
    JEL: M12 M54
    Date: 2016

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