Abstract
Purpose The purpose of this paper is to examine and compare the influence of age, education, income, product involvement and sales promotion (SP) characteristics on consumer attitudes towards SP across eight culturally dissimilar environments. Design/methodology/approach A multi-country mall intercept and mail survey was conducted in Brunei, China, Hong Kong, Indonesia, Malaysia, New Zealand, Singapore and Thailand (n=4,125 respondents). Findings Country, education level and income significantly influence consumer attitudes towards SP. Some countries show a significant monetary value interaction effect. Consumers using delayed-reward SPT reported a significantly more positive attitude towards SP. Discounts and coupons are the two most highly ranked SP across the sampled countries. Research limitations/implications - Limitations include the use of intercept and mail sampling. Extending the study to include additional Asian countries and other regions would benefit the understanding of cultural influences on SP. Practical implications - Multinational marketing managers should consider three aspects of SP implementation strategy: cultural and demographic factors, interaction between delayed-reward SP and socio-demographics variables; country specific SP preferences to promote both sales and brand equity. Originality/value This study investigates and extends research on SP across cultures. In particular the research helps better understand the impact of demographic factors and culture on attitudes towards SP, and implementation of global promotions.

Abstract
This study aims to contribute to the understanding of children’s word-of-mouth communication: how it is processed, its dimensions and its relation to other sources of information and to young consumers’ use of the Internet. Theoretical contributions from consumer socialization, new media and word-of-mouth communication studies are assembled, and an exploratory qualitative analysis in the form of focus group interviews with 7–11-year-old children is reported. We provide empirical evidence for word-of-mouth communication being a common activity among children. Observation and marketing exposure both complement and trigger word-of-mouth activity. Electronic word-of-mouth communication is less frequent, but the Internet is a relevant source of information and marketing exposure; it assists children’s learning about products and brands and furthers their purchase decision processes. This study suggests that word-of-mouth communication received by children is more complex and dynamic as compared to extant literature, suggesting that future research further explores its sought and unsought components, as well as its relationship with non-verbal peer influence that results from observation. © 2019, Academy of Marketing Science.

Abstract
Purpose: This paper aims to examine the mediating role of brand satisfaction and brand trust in brand equity antecedents and outcomes through an empirical investigation of brand equity elements. Design/methodology/approach: A survey was conducted in Pune and Mumbai, two prominent cities of India. A structured questionnaire focussed on garnering responses on measuring brand equity antecedents and outcomes was circulated to the cell phone users. The questionnaire aimed to assess the role of two additional variables, namely, brand satisfaction and brand trust, in the existing and the conceptual model of brand equity (Keller, 2001). Based on the data analysis, a structural equations path and the mediating model were developed. Findings: The findings of this study show that the new brand equity model is highly relevant in predicting brand equity as compared to the existing brand equity model (Keller, 2001). The brand equity mediation model clearly elucidates the role of brand trust and brand satisfaction. Research limitations/implications: With reference to a theoretical contribution, the study broadens the existing hypothetical model of brand equity. The findings of this research provide a strategic and analytical model for brand managers to build brand relationships among their consumers. Originality/value: The present study challenges the existing model of brand equity (Keller, 2001) and further makes an effort to fill in the gaps in the existing theoretical model of brand equity. © 2019, Umesh Ramchandra Raut, Prafulla Arjun Pawar, Pedro Quelhas Brito and Gyanendra Singh Sisodia.

Abstract
Faster Internet connections are breaking most of the geographic barriers. At the same time, the huge digital content that have been generated in last years is motivating new forms of digital piracy. We know that piracy of copyrighted digital material has a huge impact on countries' economy, being a major issue for the whole society and not only for content creators. The purpose of this paper is to investigate digital piracy intention. For that purpose, we have expanded the framework of the theory of planned behavior using the utility theory, the deterrence theory and other relevant constructs. Using data from students of a Portuguese university and high school, a sample of 590 questionnaires has been collected. Two models were developed and analyzed using structural equation modeling. The first considers the full sample (Full Model), while the second considers only those who had pirated (Pirate Model). The pirate model confirmed the existence of a significant and strong relation between past behavior and intention toward digital piracy.

Abstract
While the effects of innovation on employment have been a controversial issue in economic literature for several years, this economic puzzle is particularly relevant nowadays. We are witnessing tremendous technological developments which threaten to disrupt the labour market, due to their potential for significantly automating human labour. As such, this paper presents a qualitative study of the dynamics underlying the relationship between innovation and employment, using an agent-based model developed in Python. The model represents an economy populated by firms able to perform either Product Innovation (leading to the discovery of new tasks, which require human labour) or Process Innovation (leading to the automation of tasks previously performed by humans). The analysis led to three major conclusions, valid in this context. The first takeaway is that the Employment Rate in a given economy is dependent on the automation potential of the tasks in that economy and dependent on the type of innovation performed by firms in that economy (with Product Innovation having a positive effect on employment and Process Innovation having a negative effect). Second, in any given economy, if firms' propensity for product and process innovation, as well as the automation potential of their tasks are stable over time, the Employment Rate in that economy will tend towards stability over time. The third conclusion is that higher levels of Process Innovation and lower levels of Product Innovation, lead to a more intense decline of wage shares and to a wider gap between employee productivity growth and wage growth.

Abstract
Purpose Based on the data obtained from a questionnaire of 595 people, the authors explore the relative importance of consumers, checking whether socioeconomic variables influence their centrality, detecting the communities within the network to which they belong, identifying consumption patterns and checking whether there is any relationship between co-marketing and consumer choices. Design/methodology/approach A multilayer network is created from data collected through a consumer survey to identify customers' choices in seven different markets. The authors focus the analysis on a smaller kinship and cohabitation network and apply the LART network community detection algorithm. To verify the association between consumers' centrality and variables related to their respective socioeconomic profile, the authors develop an econometric model to measure their impact on consumer's degree centrality. Findings Based on 595 responses analysing individual consumers, the authors find out which consumers invest and which variables influence consumers' centrality. Using a smaller sample of 70 consumers for whom they know kinship and cohabitation relationships, the authors detect communities with the same consumption patterns and verify that this may be an adequate way to establish co-marketing strategies. Originality/value Network analysis has become a widely used technique in the extraction of knowledge on consumers. This paper's main (and novel) contribution lies in providing a greater understanding on how multilayer networks represent hidden databases with potential knowledge to be considered in business decisions. Centrality and community detection are crucial measures in network science which enable customers with the highest potential value to be identified in a network. Customers are increasingly seen as multidimensional, considering their preferences in various markets.