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ARE SUPER BOWL ADS A SUPER WASTE OF MONEY? THE INTERMEDIARY ROLE OF CUSTOMER EQUITY ON STOCK PRICE
Sascha Raithel,Charles R. Taylor,Stefan J. Hock 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.10
In the U.S., the Super Bowl attracts more viewers and media attention for its advertising than any other single event for the year (Tomkovick et al., 2011). Previous research focuses on factors of the effectiveness of Super Bowl ads. A majority of these studies explores their impact on short-term effectiveness measures such as recall, buzz, or, most commonly, ad likeability (e.g., Cheong and Kim, 2012; Li, 2010; Nail, 2007; Newell et al., 2001; Tomkovick et al., 2001). However, prior research on whether Super Bowl ads have a positive impact on stock prices has not provided consistent results. Thus, more attention should be paid to the marketing productivity and measures of return, including customer equity (e.g., Rust et al., 2004). Drawing on the brand value chain (Keller and Lehmann, 2003), we hypothesize that customer equity mediates the relationship between Super Bowl ads and firm value. Using event study methodology, we analyze a sample of 62 ads for which data is available on both measures that represent customer equity and stock price from the Super Bowls from 2008 to 2012. We find that Super Bowl ads can be worth the large investment, but only if they enhance consumers' brand favorability ratings. The reverse also holds in that a negative impact on stock return is expected when a Super Bowl ad reduces brand favorability.
POLARIZATION AND POLARIMETRY: A REVIEW
Sascha Trippe 한국천문학회 2014 Journal of The Korean Astronomical Society Vol.47 No.1
Polarization is a basic property of light and is fundamentally linked to the internal geometry of a source of radiation. Polarimetry complements photometric, spectroscopic, and imaging analyses of sources of radiation and has made possible multiple astrophysical discoveries. In this article I review (i) the physical basics of polarization: electromagnetic waves, photons, and parameterizations; (ii) astrophysical sources of polarization: scattering, synchrotron radiation, active media, and the Zeeman, Goldreich-Kylafis, and Hanle effects, as well as interactions between polarization and matter (like birefringence, Faraday rotation, or the Chandrasekhar-Fermi effect); (iii) observational methodology: on-sky geometry, influence of atmosphere and instrumental polarization, polarization statistics, and observational techniques for radio, optical, and X/$\gamma$ wavelengths; and (iv) science cases for astronomical polarimetry: solar and stellar physics, planetary system bodies, interstellar matter, astrobiology, astronomical masers, pulsars, galactic magnetic fields, gamma-ray bursts, active galactic nuclei, and cosmic microwave background radiation.
Income Tax Evasion in a Society of Heterogeneous Agents - Evidence from an Agent-based Model
Sascha Hokampa,Michael Pickhardt 한국국제경제학회 2010 International Economic Journal Vol.24 No.4
We analyze the evolution and extent of income tax evasion under alternative governmental policies in an agent-based model with heterogeneous agents. A novel aspect of our modeling is the use of an exponential utility function, which allows us to assume rather realistic audit probabilities and to yield more realistic results with respect to the extent of tax evasion. Further, the introduction of lapse of time effects constitutes another novel aspect of our model. Among other things, the model allows for assessing the impact of alternative policies on tax evasion. Subject to the model features, we find that ethical norms and lapse of time effects reduce the extent of tax evasion particularly strongly.