Re-branding brand genericide

Genericide refers to situations where brands lose their legal protections due to the fact that their original name has become the generic term for a new category of products in the market that the brand first helped to create. Despite notorious instances of brands falling prey to this curse, marketing specialists—unlike lawyers—generally do not consider that the widespread use of a brand name represents any real danger and instead view it as a sign of brand strength. Herein, we take a new look at this debate, using a case study of Google to re-investigate the phenomenon of genericide. The article also offers managerial guidance on the most effective ways of developing genericization and avoiding genericide. It concludes by pointing out the need for brand managers to precisely differentiate between different types of brands and markets when deciding whether they should protect themselves from the risk of genericide or else encourage the genericization of their brand.     

新形势下医院内审范围及内容的思考

本文主要介绍了新形势下医院内审的范围及内容,并针对审计工作范围及内容扩大这一情况,提出了相应的解决对策。     

Factors influencing customer engagement with branded content in the social network sites of integrated resorts

The integrated resorts rely on social network sites (SNSs) for content marketing, while one of the main purposes of content marketing is customer engagement that will leverage the impact of branded content. This study investigates the factors influencing customer engagement with brand posts of integrated resorts on the SNSs. The findings highlight the important influence of both media-type and content-type factors on the level of customer engagement in SNSs of integrated resorts. This study provides practical implications for integrated resorts to develop SNS online content marketing strategy.     

广东高校档案网站建设状况调查

调查分析广东省高校档案网站建设的状况.广东高校设置的档案网站的数量不多、比例不高;大多数网站的主要内容设置不齐全或者混乱;网站所能提供的利用与管理功能有限.除极少数高校外,总体建设水平不高,提供档案信息服务能力差.     

Does Size Matter? Evaluating Corporate Environmental Disclosure in the Australian Mining and Metal Industry: A Combined Approach of Quantity and Quality Measurement

There are an increasing number of companies in the mining and metals sector disclosing environmental sustainability information in their annual reports, sustainability reports and corporate internet web pages. However, there is ongoing debate about the relationship between the quantity and the quality of environmental disclosure. That is, does an increase in number equate to an increase in quality? This study investigates the relationship between the quantity and the quality of environmental disclosure reports. Using content analysis, we examine the environmental disclosure of 55 Australian mining and metal companies which are listed among the Australian Securities Exchange's (ASX) Top 100 mining and metal sector companies. We find that the size of firms influences both the quantity and the quality of corporate environmental disclosure. That is, we find that market capitalization is positively and significantly correlated to the quantity (number of words) and the quality of disclosure. We also confirm that there is a very highly significant, positive correlation between quantity (number of words) and quality of environmental disclosure. In order to investigate any differences between the top performing group and the bottom performing group in terms of environmental disclosure quality, further analysis also confirms that there is a positive relationship between the quantity and the quality of environmental disclosure. Copyright © 2015 John Wiley & Sons, Ltd and ERP Environment     

Technological content of exports

A large body of literature argues that the characteristics of exports matter for economic growth and development because some goods trigger positive externalities or are subject to increasing returns. Thus, for policy purposes, it is important to know whether a country’s export basket enjoys these productive opportunities. They have been associated with technological content of exports. However, measuring them is not easy. Previous methodologies to account for exports’ technological content used either R&;D data or trade data. The former is used to account for knowledge-intensive activities during the production phase and the latter to identify levels of ‘sophistication’ of exports based on exporting countries’ characteristics. Building on these contributions, this paper combines industry-based and product-based indicators to circumvent some of the shortcomings of the received literature, including the product-industry controversy (i.e. are the actual activities during the production process or the product characteristics what better accounts exports’ technological content?). We use data from Uruguay on direct and indirect R&;D spending from public and private sources and also trade data to build the sophistication index corrected by quality. We contrast our findings with existing methodologies to highlight our contribution.     

The effect of social media communication on consumer perceptions of brands

Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated (UG) social media communication on brand equity (BE), brand attitude (BA) and purchase intention (PI) by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.     

Advancing destination image: The destination content model

Knowledge of the mental representations that individuals hold about tourist destinations are important to understand their intentions. These mental destination representations have often been investigated by applying the concept of destination image. This study argues that the extant literature is often rather atheoretical and lacks operational rigor. These are major shortcomings which undoubtedly hinder the development of academic and managerial insights. In response, this study draws on contemporary psychology to develop the destination content model, comprising three informational components held in individuals‘ minds about destinations. The present study further outlines preferable methods and measures for each component, thus aiding researchers to investigate mental destination representations.     

Pointing Out Differences: Consumer Evaluations of Comparative Information Across Product Types

The purpose of this study is to investigate the impacts of comparative claims across search and experience product types. Data was obtained from 159 Taiwanese college students. Results reveal that comparative claims used in blogs (compared to those in print ads) produce lower counterarguments and consumers more easily accept claims made on a blog. Comparative claims lead to higher brand attitude and purchase intention for search products on the blog; however, noncomparative ads lead to higher brand attitude and purchase intention for experience products on the blog. For both search and experience products, there is no significant difference.     

Intended destination image positioning at sub-provincial administration level in China

Tourism development is officially recognized by the Chinese central government as one of the strategic pillars of the country's economy. Hence, regional authorities are responsible for developing positioning strategies for their tourism destinations. This study investigates the following: (1) the variety of planned image positions among sub-provincial prefectures in China; (2) the commonalities of these image propositions across China and (3) the differences within and across the regions and provinces. This research is based on a representative sample of tourism development plans of 77 prefectural administrations. The texts (in Chinese language) were content analyzed and condensed in two steps into semantically similar terms and concepts. The results show that image-positioning objectives are generally lean in the planning documents lacking sophistication and creativity. The variety of used image terms tempts to believe in quite different positioning goals. Yet, from a compound perspective, this does not yield very distinct overall image positions.