A Prototype of Multicomponent Brand Personality Structure: A Consumption Synmbolism Approach

Brand personality (BP) in the postmodern marketplace encompasses a variety of anthropomorphized attributes associated with a brand, reflecting on a wide spectrum of social, cultural, and psychological associations capturing various aspects in everyday life stories of consumers. Most prior research onBP, however, has employed a psychology‐based approach, and has not yet fully demonstrated the concept's market‐driven scope in the contemporary brand schema. To bridge the gap between the practitioner and scholar, this study employed a consumption symbolism approach to develop a multicomponent structure ofBP. A qualitative study was conducted with 36 brands of six product/service categories (fashion/luxury, beverage, automotive, personal computer, cosmetics, and retailer) within a specific context (South Korea). The results yielded a prototype of multicomponent BP structure consisting of one psychological component (traits) and three sociocultural components (narratives of socioeconomic/life scene/physical variability). The findings of the study broaden the current understanding of BP by suggesting a multidisciplinary perspective embracing its sociocultural aspects, and by empirically demonstrating the prototype reflecting on a wide spectrum of consumer narratives.     

The Effects of Brand Strategy and Technological Uncertainty on Pioneering Advantage in the Multigenerational Product Market

This research investigates how brand strategy and technological uncertainty influence the order‐of‐entry effects for a previous generation pioneer in the successive generation. The findings of our longitudinal experiment reemphasize the importance of continuous pioneering, demonstrating that consumers exhibit a strong preference for a previous generation pioneer's product when it continues to pioneer the successive generation. More importantly, the findings indicate that continuous pioneering with a new brand leads to greater brand preferences when technological uncertainty is high. This is because in that condition, consumers perceive greater innovativeness with a new brand than with the extant one. On the other hand, an extant brand increases consumer brand preferences for a previous generation pioneer's product in the successive generation when technological uncertainty is low. The theoretical and practical implications of the results for understanding and managing pioneering advantage and brand strategy in the multigenerational product markets are discussed.     

The Economic Effects of Removing Barriers to Trade in Telecommunications

This paper quantifies the impact on the economies of the world of complete liberalisation of trade in a key services sector, telecommunications, using a global general equilibrium model. Barriers to trade in telecommunications are highest in developing regions and lowest in developed regions. The paper uses new estimates of these barriers for telecommunications. The results indicate that completely liberalising trade in telecommunications would benefit the world as a whole in terms of increased production by 0.1 per cent. Although the distribution of gains among regions is not even, most regions are projected to gain from liberalising trade in telecommunications. In general, the regions with the highest barriers benefit most. The analysis demonstrates that commercial presence of foreign firms via foreign direct investment is an important mode of delivering telecommunications.     

关于设备状态检修在供电企业中的应用探讨

状态检修是按照设备的实际运行状态来安排检修时间和检修项目。本文根据目前网络结构比较合理,技术监测手段的比较先进,数据管理系统比较完善的情况,明确提出状态检修是一种科学的、先进的检修方法。     

An Empirical Analysis on Capital Flows: The Case of Korea and Mexico

This paper discusses causes of capital flows in Korea and Mexico. Both countries received substantial amounts of foreign capital in the late 1980s and early 1990s. International capital helped these countries achieve a higher standard of living and faster economic growth. However, undesirable macroeconomic effects such as appreciation of real exchange rate and widening current account deficits usually accompany foreign capital inflows. The vector autoregressive (VAR) method is applied to investigate the underlying shocks causing the capital inflows. The main findings are that the U.S. business cycle and shocks to foreign interest rates account for more than 50% of capital inflows to both countries in the past two decades.     

Trade‐led growth hypothesis in Cuban commercial regimes since 19601,2

This study examines the impact of trade on Cuban growth during different commercial policy regimes spanning the period from 1960 up to 2004, encompassing two essential economic structural transformations: the Cuban revolution and the fall of the Berlin Wall. For this purpose, the Granger causality is used by means of the modified Wald test for augmented‐level vector autoregressive model with integrated and cointegrated processes introduced by Toda and Yamamoto (1995) and Dolado and Lutekepohl (1996) . We show an import‐led growth hypothesis during the Soviet‐oriented pattern that is rejected after 1990, when exports are not only responsive to growth expansion but also to imports’ behaviour.     

河北省经济翻译人才培养研究

经济翻译人才的培养是开放式经济发展的必然要求.经济翻译人才的数量、质量直接影响了经济的飞速发展.河北省经济翻译人才严重缺乏及定位不当,因此,应明确目标,加强高校不同层次经济翻译人才的培养,尤其是应用经济翻译人才的培养非常重要.     

Mediated communication of ‘sustainable consumption’ in the alternative media: a case study exploring a message framing strategy

In view of previous effects of mediated communication on public knowledge, perceptions and concern about sustainability problems, this case study explores a message framing strategy for improving the effectiveness of mediated communication of the somewhat neglected topic of sustainable consumption. It describes how an information campaign on sustainable consumption was strategically framed, employing theories on effective and persuasive communication, and implemented through a community news medium in Christchurch, New Zealand. The resultant impacts of the campaign (significant increases in understanding of sustainable consumption and in the number of parents expressing concern over advertising effects on their children's material desires) were indicative of the potentials of employing strategic message framing for improving mediated communication about sustainability. The study also illustrates the potentials for engaging alternative media in such communication. This paper argues that further steps to develop message framing strategies for mediated communication of sustainable consumption is necessary, as this appears to be a largely neglected area in communication and consumer studies, and concludes with an overview of aspects that may be considered in future communication and other initiatives promoting sustainable consumption as a means for achieving sustainability.     

Efficiency of the Banking Industry Structure in Korea*

This paper analyzes whether the efficiency of the Korean banking industry has improved since the bank restructuring in 1997, and whether a bank with high efficiency has a larger market share. This paper uses an efficient structure hypothesis model to examine the relationship between the banks' efficiencies and their profitability. The data envelopment analysis method is applied to measure the efficiency and profitability of the banking industry in order to minimize possible bias due to the inflow of public funds for the bank consolidation. The two‐step Heckman selection method is used to correct for survivorship bias in the model. The derived result indicates that banks with higher efficiencies tend to record higher profit. Moreover, higher pure technological efficiency and scale efficiency have a positive effect on a bank's market share and concentration.     

我国农村社会保障改革与发展的思考

随着经济体制改革的深入,经济社会持续、快速的发展,经济实力和综合国力的增强,我国农村社会保障事业不断取得进步.在坚持以人为本、统筹发展和科学发展观的指导下,我国农村社会保障的改革发展,得到党和政府的高度重视和大力支持,也引起社会各界的广泛关注.