Global nation product equity depending on a level of cultural diffusion

Purpose This paper aims to propose the global nation product equity model (GNPE) to measure global consumers’ equity of a product that a country produces, especially a nation’s cultural products (i.e. culducts). The model also examines the significant difference of GNPE depending on a cultural diffusion level. GNPE model proposes that depending on the level of people’s recognition/acceptance/preference of a culture from another country (i.e. cultural diffusion level), the equity of a product from that country could be different in different countries. As variables that affect GNPE, global nation product equity in general, global nation product equity of a product category and nation cultural equity are included in the model. Design/methodology/approach To test the model, this study developed Hallyu (Korean cultural diffusion)-related Korean culducts and measured global consumers’ equity for the Korean culducts. In all, 351 surveys were collected from China, France, England and the USA. Findings The results show the significantly different equities and relationships among equities depending on the level of Hallyu diffusion in each country. Therefore, Korea is suggested to focus on different equities in different countries. Originality/value This research proposed a new model that extends the previous brand equity models to non-branded products (i.e. cultural products). This model proposed new variables that affect equity of a product mentioned above and suggests different equities to improve in different countries depending on their level of cultural diffusion. Also, this cross-cultural study suggests a direction of culduct design, distribution and promotion strategies in the global market.

Detailed analysis of data from heat pumps installed via the Renewable Heat Premium Payment Scheme

The RHPP policy provided subsidies for private householders, Registered social landlords and communities to install renewable heat measures in residential properties. Eligible measures included air and ground-source heat pumps, biomass boilers and solar thermal. Around 18,000 heat pumps were installed via this scheme. DECC funded a detailed monitoring campaign, which covered 700 heat pumps (around 4% of the total). The aim of this monitoring campaign was to assess the efficiencies of the heat pumps and to estimate the carbon and bill savings and amount of renewable heat generated. Data was collected from 31/10/2013 to 31/03/2015. This report represents the analysis of this data and represents the most complete and reliable data in-situ residential heat pump performance in the UK to date.