THE LAST MILE: AN EXAMINATION OF EFFECTS OF ONLINE RETAIL DELIVERY STRATEGIES ON CONSUMERS

The Internet has increased the level of importance of the end‐consumer market to transportation carriers. In two between subject experiments, carrier disclosure on retail merchant websites is examined as a strategic differentiation strategy. Predictions are offered concerning effects of carrier disclosure strategies on product delivery‐related expectations, consumer attitudes, and intentions to purchase a product online. Results from Study 1 reveal significant differences between disclosure and nondisclosure of the carrier for numerous product delivery‐related variables, as well as many differences between the six carriers examined in this first study. Study 2 extends these findings by showing that providing consumers with a choice of carrier leads to increased levels of satisfaction with the online experience and greater willingness to buy, relative to nondisclosure and disclosure strategies.     

Away from home: How young Chinese consumers travel with global brands?

This interpretive study investigates how a group of young Chinese students consume global brands of American origins, in China and in the UK. More specifically, this research examines how meanings attached to global food brands travel abroad with consumers and investigates the relationship between brand consistency and brand meanings across national boundaries. Findings from a thematic analysis of focus group interviews conducted over a nine-month period, reveal that some brand meanings are context and culture specific (contextual meanings) while other meanings travel with consumers across borders (core meanings). Theoretically, this study shows how global brands provide a platform of structural meanings, ideas and practices that are global and globalising in themselves, allowing a degree of fluidity and adaptation in relation to the local context of consumption.     

Reverse imports, foreign direct investment and exchange rates

This paper investigates linkages among “reverse imports”, foreign direct investment and exchange rates. As an example, we have in mind the competition in the Japanese market of a Japanese multinational firm and a Chinese domestic firm. Products are differentiated based on Japanese consumers’ brand name recognition. The model shows that yen appreciation leads to an increase in Japanese production in China and “reverse imports” and a decrease in Japanese domestic production. Due to the barriers in brand name, the exports of the Chinese firm could fall, because the increase of reverse imports may erode the market share of the Chinese firm, even though total exports from China increase. Further, we find that yen appreciation may improve the profits of the Japanese firm and welfare in Japan under reverse imports, against conventional wisdom. The predictions of the model fit well with the actual numbers and shed light on the current debate on the Chinese currency.     

消费者自我概念与品牌个性间关系的调节作用

本研究实证了消费者自我概念结构维度对品牌个性的相对影响力以及人口统计因素(性别、年龄)的调节效果.结果显示,在3个被研究的自我概念维度中,实际自我概念对品牌个性具有显著的积极影响;社会自我概念对品牌个性也具有显著的积极影响.理想自我概念对品牌个性的影响则未获统计学意义上的支持.而在性别和年龄等人口统计学因素调节下,消费者自我概念结构维度对品牌个性的关系强度存在显著的差异.这些研究结果对于实施基于消费者自我概念的品牌个性定位与推广战略具有理论意义和实务启示.     

The evolving brand logic: a service-dominant logic perspective

The meanings of brand and branding have been evolving over the past several decades. This evolution is converging on a new conceptual logic, which views brand in terms of collaborative, value co-creation activities of firms and all of their stakeholders and brand value in terms of the stakeholders’ collectively perceived value-in-use. The authors argue that this new logic parallels and reflects the related, evolving service-dominant (S-D) logic in marketing. They provide an historical account of the branding literature, organize it into eras, and connect it to the evolution in marketing as captured by S-D logic. The analysis provides further support for the S-D logic of marketing and suggests a related research agenda for furthering the understanding of brand and branding. It also suggests that marketing managers might benefit from investing resources in building strong brand relationships with all of their stakeholders and a service-dominant firm philosophy built around brand value co-creation.     

旅游目的地品牌研究

旅游目的地营销经历了旅游地形象、旅游宣传口号之后,迎来了旅游目的地品牌竞争时代,构建旅游目的地品牌已经成为一种必然趋势。通过在前人研究基础上对旅游目的地品牌做进一步研究,探究了旅游目的地品牌内涵及自身发展规律,对旅游地品牌有进一步的认识,更好的促进旅游地可持续发展。     

A collective,undifferentiated accounting profession: an Australian study

A study of 386 potential and current members of the accounting profession in Australia and South‐East Asia provides evidence of the importance of three attributes – brand/reputation, international recognition of qualifications and career opportunities – in the decision to join a professional accounting body. While these attributes are important, logit regression models indicate that they are not discriminatory in the choice of professional body and suggest a perception of a collective, undifferentiated accounting profession. The marketing of brand/reputation and membership benefits may be a more efficient and effective strategy in attracting members and differentiating the profession if undertaken by a combined or coordinated professional body.     

金融企业的服务品牌内化研究

服务品牌内化研究是当前服务品牌研究领域的热门话题。金融企业通过构建基于机制设计下的服务品牌内化模型,能够有效地确定目标市场,进行品牌定位,实现品牌承诺和价值主张,激发员工参与行为,培养客户的忠诚度,实现获利战略目标。论文在研究前人成果的基础上,创新性的提出了三维客户价值体验公式、服务品牌构建路径、服务品牌内化六力假设模型、基于机制设计理论的服务品牌内化模型,为下一步的品牌内化研究提供了初步的理论模型,并对中国金融企业,以及其他企业服务品牌建设有着较高的实践意义。