Basil Hatim and Ian Mason. The Translator as Communicator

Review

The forgotten brand personality dimension

Aaker's (1997) brand personality framework has become influential across many streams of brand personality research, but it fails to capture an important dimension that reflects consumer's anxious feelings towards brands. Consumers are increasingly evaluating brands through expressions of negative emotive language. For example, the BP oil spillage in the Gulf of Mexico stimulated negative emotions among consumers. This paper is the first to thoroughly incorporate a brand personality dimension reflective of consumer anxious tense and frustrated feelings towards brands. From the extant literature we propose and define negative brand personality. Four adjacent studies were conducted to explore, purify and refine in what form negative brand personality traits exist among consumers. This paper concludes with a conceptual model detailing the antecedent constructs to negative brand personality and behavioral consequences. © 2012.

Stakeholder preference and stated vs. derived importance satisfaction research

This paper presents a case study that reveals how stakeholders in the research process, by recommending specific data collection and analytical techniques, exert significant ‘hidden’ influence on the decisions made on the basis of market research findings. While disagreements amongst stakeholders regarding research design are likely, the possibility that strategies adopted by companies are dependent upon stakeholder research preferences has not been adequately addressed in the literature. Two widely used quantitative customer satisfaction evaluation approaches, involving stated and derived importance, are compared within a real life market research setting at an international bank. The comparative analysis informs an ongoing debate surrounding the applicability of explicit and implicit importance measures and demonstrates how recommendations are dependent upon the methodological and analytical techniques selected. The findings, therefore, have significant implications for importance based satisfaction market research planning and highlight the need to consider the impact of stakeholder preferences on research outcomes.

Das Wort zum Trauermarsch:Die gesammelten Songtexte und Aufzeichnungen von Joy Division-Sänger Ian Curtis

Die gesammelten Songtexte und Aufzeichnungen von Joy Division-Sänger Ian Curtis. Von Uwe Schütte

Warren Farrell at Men's liberation demonstration

General note: Title and date provided by Bettye Lane.

Warren Farrell with men's liberation at NOW conference, Houston

General note: Title and date provided by Bettye Lane.