Are sponsorship announcements good news for the shareholders? Evidence from international stock exchanges

The objective of this study is to analyse investors’ perceptions of sponsorship’s ability to increase brand equity, through the impact of sponsorship announcement on stock market value. An event study method, based on a unique sample of 293 worldwide sponsorship announcements from 2010, shows substantial negative abnormal returns following announcement dates. In addition, a cross-sectional regression analysis reveals the influence of several featured factors. Philanthropic sponsorships and sponsorships of events with distinctive values are less negatively perceived by investors, but US companies exhibit more negative returns in shareholder value than other firms. This study offers no support for varying impacts of event audience, renewal agreement, property sponsorship and title sponsorship on abnormal returns though.     

顾客体验对服务品牌忠诚影响的实证研究

品牌忠诚是品牌资产的重要组成部分,是战略性品牌资产。虽有研究顾客体验与服务品牌忠诚之间关系的理论演绎文献,但缺乏实证文献。本文以移动通信服务行业为研究对象,从价值——满意视角探索了顾客体验对服务品牌忠诚的影响机理。在问卷调查的基础上,运用结构方程模型方法进行实证研究,结果表明：顾客体验对服务品牌忠诚的直接影响不显著;而顾客体验通过体验价值和顾客满意对服务品牌忠诚的间接影响显著。     

品牌效用对品牌权益影响之实证分析

品牌权益是企业宝贵的无形资产,其来源于消费者的品牌认知,消费者感知的品牌效用对品牌权益有重要影响。从品牌忠诚、溢价支付意愿两个维度研究品牌效用对品牌权益的影响,结果发现:产品功能性效用对品牌忠诚有显著影响,而产品象征效用对品牌忠诚影响不显著;品牌功能效用、品牌情感效用对品牌忠诚、溢价支付意愿均有显著影响,品牌象征效用对品牌忠诚有正向作用,对溢价支付意愿影响不显著;同时,品牌忠诚对溢价支付意愿具有非常显著影响。     

信任式服务的顾客忠诚形成机制及实践启示

信任式服务因其专业性和（或）“纯服务”等鲜明特征而使之显著区别于其他类型的服务，其顾客忠诚形成机制也因此具有独特性。针对医疗服务的实证分析表明：在信任式服务中，顾客信任在顾客忠诚形成机制体中起着关键性的作用，形成“服务质量→顾客信任→感知价值→顾客满意→顾客忠诚”的逻辑链；服务互动质量和结果质量通过顾客信任对顾客感知价值和顾客满意产生影响，进而影响顾客忠诚，但服务环境质量对顾客信任和顾客忠诚没有显著影响。因此，对顾客形成机制的研究需要区分产品和服务的类型以及服务质量的类型。提供信任式服务的组织应该重视并加强对服务人员与顾客互动能力的培养，提升服务人员与顾客的服务互动质量，并切实保障和提高服务结果质量，从而增强顾客信任，提升顾客忠诚。     

品牌社群认同对品牌忠诚的影响研究

从品牌社群认同切入,以新奇军作为研究对象,构建社群认同影响品牌忠诚的概念模型。实证研究表明,不同层次的社群认同对品牌认同和社群承诺的影响存在差异,并验证了社群认同如何通过品牌认同和社群承诺作用于品牌忠诚的具体路径。     

旅游地品牌认同与旅游者忠诚关系的实证研究框架建构

构建强烈的旅游者——旅游地品牌关系对于旅游目的地赢得持续竞争优势具有重要战略意义。本文系统梳理了旅游学和营销学领域相关文献,将社会认同理论和自我归类论引入旅游目的地研究中,提出了旅游地品牌认同这一概念,明晰了其概念内涵与结构维度,并对旅游地品牌认同与旅游目的地品牌满意、信任和忠诚的关系进行了阐述,最终构建出一个实证研究框架,这为旅游者—旅游地关系、旅游地品牌忠诚以及旅游目的地形象的研究提供新的视角和研究启示。     

我国体育赛事赞助营销的动因分析与风险规避

体育赛事赞助营销是企业进行市场营销的一种有效方式,是企业对外宣传、展示自我的一个良好平台.企业通过体育赛事赞助把消费者集中起来,利用媒介进行点对点的营销活动,宣传的到达率很高.赞助一些具有国际影响力的赛事,对企业走出国门、打开国际市场具有良好的推动作用.企业在进行体育赛事赞助营销时,应有一个长期的规划,将体育文化注入到自己的产品或服务中去,将赛事与企业联合成为一体,通过整合营销,产生协同效应,在一定的时间和空间范围内与消费者形成良好的沟通,借助体育赛事赞助将业务做强做大,获得企业品牌提升和更大的业务扩张机会.     

The effects of customer equity drivers on loyalty across services industries and firms

Customer equity drivers (CEDs)—value equity, brand equity, and relationship equity—positively affect loyalty intentions, but this effect varies across industries and firms. We empirically examine potential industry and firm characteristics that explain why the CEDs–loyalty link varies across services industries and firms in the Netherlands. The results show that (1) some previously assumed industry and firm characteristics have moderating effects while others do not and (2) firm-level advertising expenditures constitute the most crucial moderator because they influence all three loyalty strategies (significant for value equity and brand equity; marginally significant for relationship equity), while three industry contexts (i.e., innovative markets, visibility to others, and complexity of purchase decisions) each influence two of the three loyalty strategies. Our results clearly show that specific industry and firm characteristics affect the effectiveness of specific loyalty strategies.     

基于回族老字号的顾客品牌信任关系影响因素实证研究

从弱小品牌发展到强势品牌的过程实质是顾客信任程度增加的过程,探索影响品牌信任关系的因素对于品牌成长具有重要意义。研究证明,企业、顾客及交互过程是影响品牌信任关系的关键因素,通过回族老字号的调查问卷对品牌信任与影响因素的关系进行了验证,将对深入探讨品牌信任关系的影响因素,促进回族老字号品牌成长提供重要的思路。     

品牌个性一致性与体验对品牌忠诚的影响——基于娱乐性网站的研究

基于品牌个性、品牌体验的相关文献,以娱乐性网站为主要研究对象,构建了网站品牌个性一致性、品牌体验对品牌忠诚影响的结构方程模型,以此来研究品牌个性一致性、品牌体验如何影响品牌忠诚。研究对初始构建的结构方程模型进行了修正,并探讨了口碑和品牌认同的中介效应。研究表明：网站品牌个性一致性显著地影响网站品牌忠诚;品牌体验对认同和口碑行为有正向影响作用;网站品牌体验对品牌忠诚的直接影响并不显著,而是通过口碑行为的中介作用影响品牌忠诚。     

Brand personality appeal: conceptualization and empirical validation

A substantial literature stream indicates there are benefits to having a favorable brand personality, such as enhanced brand attitudes and purchase intentions and higher levels of consumer trust and loyalty. Contemporary advertisements and promotional activities by a host of firms demonstrate a managerial belief in the value of establishing a brand personality that mirrors that of branding scholars. Yet extant research has yet to fully evaluate the perceived appeal of brand personality to consumers. This issue is important to managers because it is precisely this level of appeal that influences target consumers’ purchase decisions and helps to sustain the endurance of a brand’s perceived personality between promotional cycles. This article conceptualizes, develops, and validates measures for assessing a consumer’s perception of brand personality appeal (BPA). Three dimensions of BPA (favorability, originality, clarity) emerge and are empirically demonstrated to directly and positively impact consumer purchase intentions.     

关系营销对电子零件交易信任的影响

以关系质量作为中间变量,讨论顾客的信任、承诺、满意与关系营销之间的关联性,关系质量与顾客忠诚之闻的关联性和关系营销对电子渠道产业的顾客忠诚的影响,实证研究得出互动关系、专业知识和顾客知觉支持都显著影响关系质量。     

Creating commitment and loyalty behavior among retailers: what are the roles of service quality and satisfaction?

As a result of weakening brand image/loyalty, little differentiation, and intense price competition, manufacturers are now increasingly pressed to ensure retailers’ shelf space and/or salesperson attention. This research contributes to the literature by empirically examining an underrepresented body of literature in the B2B context—retailer loyalty. Specifically, this study fills a gap by investigating retailer evaluations of the technical and relational dimensions of a manufacturer’s order fulfillment service quality as predictors of retailer satisfaction, affective versus calculative commitment, and ultimately loyalty behavior. Results suggest that both technical and relational order fulfillment service quality influence satisfaction, which in turn positively affects both affective and calculative commitment. By separating the affective and calculative dimensions, loyalty behavior is associated directly only with affective commitment. Further examination reveals that relational order fulfillment service quality has a direct impact on affective commitment. When the sample was split based on “share of wallet,” results suggest that satisfaction impacts both affective and calculative commitment, regardless of “share of wallet.” For “high share” retailers, the positive relationship of calculative to affective commitment creates an indirect route (through affective commitment) by which calculative commitment affects behavioral loyalty.     

浅析洋品牌跨文化广告传播中的中国化策略

跨文化广告传播的本土化策略已成为品牌全球化经营过程中行之有效的营销传播策略。洋品牌在向我国进行跨文化广告传播实践中常会遭遇各种文化困境,从精神文化、制度文化、物质文化三大层面制订和实施跨文化广告传播的中国化策略,是洋品牌获得中国消费者信赖和忠诚的法宝。     

Transcendent customer experience and brand community

Transcendent customer experiences (TCEs), which have aspects of flow and/or peak experience, can generate lasting shifts in beliefs and attitudes, including subjective self-transformation. With data from a pre-test/post-test quasi-experimental field experiment we examine the impact of TCEs on customers’ integration in a brand community. Because TCEs are highly desirable and valued for their own sake, customers value marketing activities they perceive as instrumental to them. This study demonstrates that a TCE in the context of a marketer-facilitated consumption activity can strengthen a person’s ties to a brand community, delivering a particularly strong form of brand loyalty. Alternate phone numbers for James H. McAlexander.     

国货老品牌的信任机制研究

面对国内市场出现的国货老品牌的回归潮,研究老品牌的信任机制对于促进其可持续发展意义重大.结合相关理论和消费者访谈结果,构建国货老品牌信任的影响机制模型,分析结果表明:怀旧、消费者民族中心主义和市场中品牌负面事件感知通过感知诚实友善影响老品牌信任;传统型产品感知通过感知能力影响老品牌信任;品牌长寿性和消费者品牌经验同时通...     

领导风格、文化氛围与组织忠诚间的关系研究——以某机场集团公司为例

如何获取下属的信任和忠诚是任何企业领导都非常关注的问题,国内外已有的研究普遍发现领导风格对下属的忠诚具有很大的影响力,但是目前国内对领导风格与员工组织忠诚间的作用机制研究甚少。文章通过路径分析统计方法研究某机场集团公司领导风格、文化氛围与组织忠诚变量之间的关系,结果发现:领导风格对文化氛围具有显著的正向影响,文化氛围对组织忠诚具有显著的正向影响,领导风格部分通过文化氛围对组织忠诚产生影响,并且间接影响大于直接影响。     

体育品牌广告之文化创意解读

广告设计中创意是广告的灵魂。从简单的体育赞助到精确的视觉传达,广告在体育中的关注从粗放式的投入在转向策略化管理创意的过程中,通过广告抢夺大众的＂眼球＂,在广告创意中寻求更有效的方法来表现品牌及其文化,传递企业的文化,扩大企业的品牌影响力。     

零售业顾客体验对顾客忠诚的影响路径研究

零售业整体消费具有向更高体验层面发展的趋势.基于体验-情感-满意-忠诚的框架,构建偏最小二乘法的结构方程模型进行实证分析,结果表明;正向情感、负向情感和特色感知均对顾客满意,进而对顾客忠诚产生显著影响;各体验维度中,信任承诺和关联对正向、负向情感均有影响,而特色感觉、选择掌控影响正向情感,空间感觉、知识影响负向情感.可见,消费者对零售企业的满意度不只停留在服务质量评价层面,而有在购物过程中追求体验的趋势.因此,基于体验-情感-满意框架的模型比服务质量-满意模型更具预测优势.     

消费特权引致的嫉妒效应及对品牌关系的影响

消费特权引起的嫉妒效应对品牌关系有重要影响。基于特权营销效果的视角,利用心理学实验数据的研究表明:对特权消费者而言,"凭身份获得的起点特权"比"凭消费贡献获得的结果特权"更易引致被嫉妒效应及对品牌的忠诚;对一般消费者而言,起点特权引致的嫉妒效应可能会导致品牌关系断裂,结果特权则更有利于促进其与关系的升级;"以VIP通道为代表的高强度特权"所引致的特权消费者被嫉妒感知及品牌关系强化意向均明显优于"以插队为代表的低强度特权",然而对一般消费者来说,直接损害其切身利益的低强度特权对嫉妒感知和品牌关系的破坏影响更大。