新兴茶叶区域公用品牌个性的挖掘及塑造

我国众多茶叶企业品牌以茶叶区域公用品牌的形式为背书,力求打造突出的品牌优势与特征,进而在茶叶市场上占据一席之地.对2014年中国茶叶区域公用品牌价值评估报告中排名前30的茶叶品牌进行分析,探讨茶叶区域公用品牌个性挖掘的现状和不足,提出切合实际的品牌塑造策略.     

试论人格权的本质

在我国民法典制定过程中,人格权的立法体例是一个有争议的问题。人格权采取何种立法体例,关键在于如何对待人格权即人格权的本质问题。本文认为人格权是一种自然权利,是内在于人格的;人格权不仅是宪法上的权利,同时也是民事权利;人格权的本质属性不是支配权。     

An exploratory study into brand alignment in B2B relationships

B2B relationships are characterized by strategic partnerships between firms and the suppliers of goods and services integral to their offerings. Failure to choose the right partner could jeopardize the survival of both partners. While a number of studies suggest that partnering firms need to be aligned operationally, few studies look at whether there should be alignment between the brands of firms and their suppliers. Therefore, we build on existing studies on sexual selection to develop a theory of whether similarity in brand attributes affects the success of B2B relationships. We propose that firms wishing to portray particular brand images to their customers choose suppliers whose images mirror their own. To develop our proposition, we investigate the brand personality alignment between well-known firms and their suppliers in four industries. The findings of our analysis have significant implications for scholars and managers interested in the nature and success of B2B partnerships.     

试论中国现代化建设中的人格现代化

中国的现代化,核心是人的现代化,即人的价值的不断实现和人性的不断解放与提升。人的现代化的核心是国民人格的现代转型,即中国人的人格由传统人格走向现代人格的过程,而人的现代化与人格的转型的最终落脚点是现代人格的形成。只有既实现社会的现代化,又实现人的现代化,我们才能真正走向现代化的发展道路。     

Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention

The present study provides and tests a conceptual framework aimed at comparing the relative effectiveness of celebrity–user, brand–celebrity, and user–brand personality congruence on brand attitude and brand purchase intention (BPI) thereafter. The data collection was done via an online survey of a representative group of consumers (n = 431) located across India. Hypotheses were tested using regression analysis with mediation approach. The results indicate that while user–brand and brand–celebrity personality congruence have a significant impact on brand attitude and purchase intention, celebrity–user congruence does not. Further, brand attitude is found to be a partial mediator on the relationship between the pair-wise personality congruence on BPI. The findings have major implications for marketers in understanding the significance of personality congruence among celebrity–brand–user in the formation of brand attitude and purchase intention that can be used in positioning and in increasing the advertising effectiveness of brands using celebrity endorsement. The present study is a pioneer in contributing to the celebrity endorsement literature by investigating the relative impact of three pairs of personality congruence: celebrity–brand, brand–user, and celebrity–user, on brand attitude and BPI, thereby supporting the applicability of McCracken's Meaning Transfer Model [McCracken (1989), The Journal of Consumer Research, 16 (3) 310–321) and the Hierarchy-of-effects model (Lavidge and Steiner (1961), Journal of Marketing, 25 (6) 59–62].     

组织内社会资本、前瞻性人格与员工沉默行为

以１７０名企业员工为研究对象,采用问卷调查的方法,在社会资本视角下,探讨员工组织内社会资本以及员工前瞻性人格对员工沉默行为的影响机制。研究结果表明,结构型社会资本对默许沉默、漠视沉默和防御沉默行为有显著的负向预测效果;关系型社会资本对默许沉默、漠视沉默和防御沉默三种沉默行为也都有显著的负向预测效果;前瞻性人格分别调节了结构型社会资本与默许沉默、漠视沉默和防御沉默行为之间的关系,并且前瞻性人格对关系型社会资本与默许沉默和防御沉默行为之间的关系也存在显著的调节效应。     

旅游企业团队人格特质与团队绩效关系研究

在激烈的旅游市场竞争中,旅游企业的管理水平显得非常的重要,将团队理论运用于旅游企业能提高旅游企业的劳动效率、创造力和员工的满意度。影响旅游企业团队绩效的因素很多,文章通过问卷调查的方式研究旅游企业团队人格特质与团队绩效的关系。研究结果表明,旅游企业团队人格特质与团队绩效关系密切,其中随和性、责任心水平高的团队,团队绩效也高,而情绪性团队正好相反。     

主动性人格——积极组织行为学新视角

随着积极心理学运动的兴起,积极组织行为学产生并迅速发展。积极组织行为学主要是通过激发和运用员工的积极的优势和心理能力,以促进组织的快速健康发展。在这个背景下,越来越多的研究者开始关注员工的个人主动性这一积极力量,而作为个人主动性的重要心理驱动──主动性人格,由于对工作绩效、职业生涯成功、创业、领导力等均有积极的影响,因此,成为积极组织行为学一个新的研究视角。     

基于双螺旋结构的创业机会识别模型构建

自创业活动作为一门科学出现在学术研究领域开始,各国对创业活动的关注就从未停止过。而创业机会的识别问题作为创业活动的起点,就一直是创业领域研究的关键问题。而从个人因素、机会因素两大维度对创业机会的识别进行探讨,分析影响创业机会识别的主要因素,将有助于完善创业研究的理论体系,为今后的科研工作奠定更为坚实的基础。     

Dispositional antecedents and consequences of workplace ostracism: An empirical examination

Drawing on the victim precipitation theory and self-esteem theory, this study examines the dispositional antecedents and consequences of workplace ostracism. Using data from 208 employees and their 96 immediate supervisors in two petroleum and gas companies in China, this study finds that agreeableness and extraversion are negatively, and neuroticism is positively related to workplace ostracism. Moreover, workplace ostracism is found to be negatively related to employee job performance, and this relationship is mediated by employee organization-based self-esteem.