Issue #2 (Volume 12 2016)

This paper aims at extending advertizing response theory by presenting a three-dimensional model of advertizing perceptions (conceptualized as experiences) by incorporating concepts from cognitive film psychology and narrative transportation theory. The conceptual model is operationalized, tested and evaluated on empirical data from an e-survey measuring the experiential dimensions and ad liking of ten selected TV ads. The findings showed reliability and validity of the proposed measurement scales. The study supported the hypothesized positive influence of all three dimensions on ad liking, but to variable degree. The results showed that the suggested application of the framework is capable of measuring advertizing experiences based on their degree of didactic, narrative and lyrical potential. Findings also suggested that the lyrical dimension supports the narrative experience, adding a new ‘lyrical’ perspective to the conceptual understanding of narrative transportation in advertizing.

Keywords: television advertizing, creative strategy, narrative transportation, advertizing effectiveness, lyrical advertizing, advertizing perceptions.
JEL Classification: M31, M37

The article examined the influence of the contributory pension scheme on the financial system development in Nigeria. Evidence accumulated from both theoretical and empirical literature point to the power of contributory pension to deepen the financial system. An empirical work earlier done showed that the total domestic savings (TDS) increased during the post- pension period; and that the capital market capitalization rose significantly over the period. It was also observed that its implementation has created an impressive scenario whereby now pension funds account for 30% and 8% bond and stock markets capitalization, respectively. This is beside the increased activities in the life subsector of the insurance industry.

Keywords: pension, financial system development, contributory pension, pay-as-you-go.
JEL Classification: G230

The level of competition in the retail market is high and demands a need to manage shopping malls appropriately and understand the general consumer behavior during visits at shopping mall in terms of their main reasons for visiting the mall and attitude in order to attract shopping mall visitors to visit these malls. The purpose of the study aimed to determine consumers’ main reasons for visiting the shopping mall and their frequency of visits at the mall. A quantitative approach was followed to realize research objective using interviewer-administered questionnaires for data collection. The data were collected at regional shopping mall/centre in the capital city of South Africa, Pretoria. A descriptive analysis method was used to analyze the quantitative data. The findings of the study revealed that the consumers visit the shopping mall with certain reasons in mind and the frequencies of visits of these consumers vary. This study contributes to the current literature and provides valuable information to South African retailers and shopping mall managers, with regard to marketing communications and marketing strategies that aim to increase the frequency of visits of consumers at the shopping mall. Suggestions for future research are provided.

Keywords: shopping mall, shopping reasons, consumption activities, mall-initiated activities, social activities.
JEL Classification: M31, M32

Halal and kosher foods are a growing sector in the food processing industry (Maddock, 2014). While halal and kosher labels primarily target Muslim and Jewish consumers adhering to laws that govern the production of “pure, safe, acceptable foods, consumers who do not follow either religion are increasingly showing a preference for foods with a halal or kosher label” (Maddock, 2014). This study attempts to assess whether consumers in the United States who do not follow either religion may perceive halal or kosher labels to signal a higher quality product. The study explores consumers’ understanding of the halal and kosher process, and attempts to identify the determinants of their assessments.

Keywords: faith branding, kosher, halal, Islamic law, Jewish law, food marketing.
JEL Classification: M31, K00