Open Access Original Research Article

Match or Mismatch? The Influence of Brand-Celebrity Endorser Personality Congruity on Brand Evaluation: Fashion Brand as the Example

Chih-Huang Lin, Li-Hui Zhang

Asian Journal of Economics, Business and Accounting, Page 1-8
DOI: 10.9734/AJEBA/2018/45125

Aims: This study examined the Match-up Hypothesis [1] in celebrity endorsement from attractiveness and expertise to personality aspect and investigate the impact of brand personality and celebrity personality congruity on brand and endorsement evaluation.

Study Design: Quantitative and experimental design.

Place and Duration of Study: School of Management, University of Bath, between May 2008 and September 2009.

Methodology: This research included 195 university students (93 male, 102 female; age range 18-27 years) in School of Management, University of Bath. Two independent variables were manipulated, brand preference and personality congruity, only one of personality congruity or incongruity was manipulated in the main experiment. Two manipulated situations were designed separately into two online research questionnaires with the same fashion brand “Levi’s” as a stimuli. Moreover, real celebrities were also included into experiment as brand-congruent (Match) and brand –incongruent (Mismatch) celebrity-endorsements treatments. Two questionnaires were identical in both format and structure, except different celebrities endorsements were displayed to manipulate celebrity/brand personality congruity vs. incongruity situations. The entire experiment took around 10 minutes to complete.

Results: The experimental result indicated that personality congruity and incongruity were observed to have influence on evaluations toward the endorsement, while brand preference has direct impact on brand-related evaluations. Moreover, there was no interaction between brand preference and personality congruity. Attitude towards the brand (AB) and Purchase intention (PI) were measured as dependent variables.

Conclusion: This study used the real fashion brand and celebrities as experimental stimulus based personality salience. This study extended the product/endorser Match-up hypothesis from attractiveness and expertise aspects to a more intrinsic personality traits matching prospect.

Open Access Original Research Article

An Examination of the Relationship between Corporate Culture and Financial Statement Fraud in Nigeria

Temple Moses

Asian Journal of Economics, Business and Accounting, Page 1-8
DOI: 10.9734/AJEBA/2018/46149

This research paper investigated the relationship between corporate culture and financial statement fraud among listed companies in Nigeria. Data for the research was collected from primary sources through the issue of structured questionnaires to the top and mid-level accounting staff of fourteen companies listed on the Nigerian stock market and analyzed using descriptive statistics and the OLS method of the multiple regression analysis. The findings showed that there is a negative relationship between corporate culture and the perpetration of financial statement fraud in listed companies. Thus, strong corporate culture in terms of teamwork and communication will lead to a reduction in financial statement fraud. The findings also indicated that there is a negative relationship between corporate culture in terms of transparency and accountability and financial statement fraud. It is thus concluded that positive corporate culture reduces the tendencies to commit financial statement fraud among organization listed on the Nigeria stock market. Further, it is concluded that transparency and accountability in the workplace reduce the perpetration of financial statement fraud. However, in both cases, corporate culture is not a reliable determinant of financial statement fraud. Thus, financial statement fraud can still occur in organizations with positive workplace culture if procedures relating to compiling and publishing financial statements are violated. It is thus recommended that organizations should take actions and set examples that will continue to enthrone a positive workplace culture in their organizations. It is also recommended that companies imbibe the culture of strict compliance with laid down rules and procedures in compiling and publishing financial reports so as to ensure that individuals with fraudulent intents do not take undue advantage of lapses in the system to perpetrate fraud.

Open Access Original Research Article

Role of Professional Organizations in Improving the Disclosure Performance of Corporate Houses at the Global Level

N. Abhishek, M. S. Divyashree, V. Bharath

Asian Journal of Economics, Business and Accounting, Page 1-7
DOI: 10.9734/AJEBA/2018/46740

Every country has its own economic feature. The economic feature of the country may be private or capitalized, centralized or controlled by the government, mixed it is the combination of both. In the private economy, the major player is private owners who are the central point of market operations and the factor for variations in prices. Individuals of the business organizations who want to involve in the transactions created by the private owner’s needs information which influence their behavior in the market. The present paper is conceptual in nature with secondary sources of data collected through websites, journal, and other published reports to analyze the role of international organizations in improving the corporate reporting at the global scenario. And concludes that there is necessity of having co-operation among these organizations in setting standards and the future can be with single competitive standards which encompass the need of all the stakeholders.

Open Access Original Research Article

An Economic Analysis of Agar-Wood Production in North-Eastern Bangladesh

Pinki Das, Shaikh Abdus Sabur, Md. Salauddin Palash, Moinul Hasan

Asian Journal of Economics, Business and Accounting, Page 1-8
DOI: 10.9734/AJEBA/2018/46068

The present study was carried out to examine the economics of agar-wood production and assess the financial viability of agar plantations in north-eastern Bangladesh (Barlekha Upazila, Moulvibazar District). Primary data were collected through structured questionnaire administered on 30 agar farmers using purposive sampling technique during the months of September, 2017. The total cost of agar-wood production was found BDT 1450571.20 per acre and BDT 1611.73 per agar tree. The net return was found BDT 1892928.80 per acre and BDT 2103.27 per agar tree, and undiscounted BCR considering total cost was 2.30. Financial viability of 1 acre of agar-wood plantations for the period of 12 years was found feasible with respect to net present value (NPV) BDT 552326.54, discounted benefit cost ratio (BCR) 2.07, internal rate of return (IRR) 23.7 per cent. Sensitivity analysis also suggested the viability of agar-wood production in different situations. The study revealed that agar-wood production is a highly feasible enterprise from which the farmers can enjoy economic benefits.

Open Access Original Research Article

Audit Committee Characteristics and Corporate Governance Disclosure of Nigerian Deposit Money Banks

Godwin Israel Ebirien, Gospel J. Chukwu, John Ohaka

Asian Journal of Economics, Business and Accounting, Page 1-14
DOI: 10.9734/AJEBA/2018/46100

Aims: The paper examines the extent to which audit committee characteristics influence corporate governance disclosure level in the Nigerian deposit money banks. The characteristics examined are frequency of meetings, independence, financial literacy and gender diversity.

Study Design: The study adopts cross sectional research design.

Place of Study: The study was carried out in Nigeria.

Methodology: The paper derives data from annual reports of thirteen deposit money banks for the period 2013 to 2015 and based on the Code of Corporate Governance for Public Companies issued by the Securities and Exchange Commission of Nigeria and Code of Corporate Governance for Banks in Nigeria post consolidation constructed a corporate governance disclosure index using content analysis method. The data were analyzed using Stata 12. It formulated and tested four hypotheses employing the ordinary least square method of multiple regressions.

Results: The result shows a positive but insignificant relationship between corporate governance disclosure level and frequency of meetings. The paper documents a negative and statistically insignificant relationship between corporate governance disclosure level and financial literacy and independence of the audit committee. Gender diversity of the audit committee on the other hand is significantly and negatively associated with corporate governance disclosure level.

Conclusions: It is recommended that audit committees of deposit money banks should increase the meeting frequencies with discussions focusing more on corporate governance issues especially disclosures. It is further recommended only non-executive directors who are independent both in mental attitude and appearance are elected as representatives of board of directors. Female membership of the audit committees of deposit money banks should be reduced.