The Relationship Between Consumer-Brand Identification and Brand Extension

The present research aims at examining the role of consumer-brand identification (CBI) in attitude toward brand extension regarding the congruency between the values of consumers and brands. In this way, the benefits of CBI to consumers and brand managers are outlined. This research has been conducted through designing a survey and collecting data through a questionnaire. For data mining and investigating the model, the SEM approach is implemented. According to the findings, high levels of CBI lead to positive attitudes toward the brand extension, and that value congruity positively impacts this relationship. The results outline that CBI impacts fit and tie in separate ways, so that CBI effect on fit is more substantial. Furthermore, according to the results, in comparison to the role of tie, the role of fit is more significant in predicting attitudes toward brand extension. The sample from university students is appropriate for testing theory, but limits generalizing the results of the research. In addition, this research has studied one product category and is limited in this perspective. The findings have remarkable recommendations for implementing brand extension as they emphasize the role of perceived fit. Moreover, by reexamining CBI in a less known market, the research has outlined its positive outcomes for firms. This research has used perceived tie in a brand extension context and, similar to perceived fit, has implemented it as another factor to predict attitude toward brand extension. In addition, this research is unique, as it has investigated CBI in a new context.     

Design of Digital Agricultural Extension Tools: Perspectives from Extension Agents in Nigeria

Given the marked heterogeneous conditions in smallholder agriculture in Sub-Saharan Africa, there is a growing policy interest in site-specific extension advice and the use of digital extension tools to provide site-specific information. Empirical ex-ante studies on the design of digital extension tools and their use are rare. Using data from a choice experiment in Nigeria, we elicit and analyze the preferences of extension agents for major design features of ICT-enabled decision support tools (DSTs) aimed at site-specific nutrient management extension advice. We estimate different models, including mixed logit, latent class and attribute non-attendance models. We find that extension agents are generally willing to use such DSTs and prefer a DST with a more user-friendly interface that requires less time to generate results. We also find that preferences are heterogeneous: some extension agents care more about the effectiveness-related features of DSTs, such as information accuracy and level of detail, while others prioritise practical features, such as tool platform, language and interface ease-of-use. Recognising and accommodating such preference differences may facilitate the adoption of DSTs by extension agents and thus enhance the scope for such tools to impact the agricultural production decisions of farmers.     

品牌延伸战略的应用研究

品牌延伸是品牌经营战略的重要内容之一。它有利于新产品的市场拓展、降低新产品市场导入费用、产生协同效应、企业创名牌、实现规模效益。但是品牌延伸的有效性受到顾客认知、与延伸产品之间的相关性、新产品自身的成功因素、市场的需求量与竞争状况、品牌实力、企业的品牌战略等因素的影响。因此,要树立品牌战略思想,选择合适的品牌延伸形式,以取得品牌延伸的实际效果。     

数字网络语音室的设计与布设

虚拟企业的合作伙伴大多来自不同的文化背景,跨文化管理是必然的趋势。对虚拟企业进行跨文化管理,要分析其成员的文化背景及组织内部结构特点,本着相互理解、宽容的态度,在虚拟企业内部建构团队文化,进行信任、沟通和冲突的及时管理,以利于虚拟企业的有效运作。     

基于农民异质性的土地流转、专业合作社与农业技术推广研究——以江苏泗阳县X镇为例

土地规模经营与农业先进技术的应用是推动我国农业可持续增长的重要因素。基于农民在经济和社会方面的异质性特点,通过分析江苏泗阳县X镇的案例,研究发现:将土地流转与农民专业合作社结合的模式,不仅可以缓解土地分散经营对农业规模效益的不利影响,而且可以使农民在互相信任的环境中通过"干中学"、接受集中培训等方式推广农业生产技术。因此,政府应推动土地流转并引导农民建立合作组织。     

企业品牌延伸量化决策探析

品牌延伸作为新产品进入市场的一条捷径和商家竞争的有效手段,被越来越多的企业应用,但延伸不当会对企业造成严重的危害,因此,在品牌延伸前进行分析就显得尤为重要。品牌资产、延伸相关性、环境因素是品牌延伸决策指标体系的决定因素,用层次分析法进行各个指标的权重分析,建立品牌延伸时的量化决策模型是品牌延伸的科学依据。     

基于IAD延伸决策模型的农户征地意愿研究

基于奥斯特罗姆IAD模型的延伸框架,通过广东省21个市(县)2013年的调查数据,首先运用二元logistic整体回归模型对征地制度改革中农户的征地意愿进行研究,进而发现细分已征地农户与未征地农户的意愿差异并差别分析的必要。研究结果显示:除了一般的户主特征变量、征地补偿标准变量外,程序变量和认知改革变量对已征地和未征地农户的征地意愿影响尤其显著,但二者在近乎均质的行动舞台中,基于对事前最终行动结果信息的感知和预测,在征地意愿上表现出了不同的变量特征,数据分析表明未征地农户是以征地农户的最终行动结果(决策前)作为决策参照,以制定激励和预期收益调整征地意愿决策。另外,回归模型显示在征地意愿的影响因素中,程序公正(协议征地)要优于货币补偿,农户对土地财产性权利分配的关切不是征地制度改革自身所能解决的。     

网络环境下高职会计课程设置与教学方法研究

如何提高高职会计学生学习的效率与效果,从而使之熟悉会计岗位工作,一直是会计职业教育研究的一个重要课题。互联网络环境下,出现了微课、慕课等教学形式,从而出现了与传统教学模式相反的“翻转课堂”新型教学模式。通过对高职会计课程设置、教师课堂教学重点及教学方法的合理设计,将有利于促进教学目标的实现。     

Stakeholder planning of the institutionalization of the volunteer farmer-trainer approach in dairy producer organizations in Kenya: key steps and supporting mechanisms*

The effectiveness of community-based extension approaches has been widely documented, however their sustainability remains weak. Institutionalization has been proposed as a way of achieving sustainability. This paper shares experiences of the learning and planning phase of the institutionalization of the volunteer farmer-trainer (VFT) approach in three dairy producer organizations (POs) in Kenya. The paper builds a detailed understanding of the key steps and social processes involved and the wider lessons that might be learned regarding institutionalization in the context of local institutions such POs. We draw on data from key informant interviews, focus groups discussions and workshops. The first phase of the process which spanned one year involved engagements with stakeholders at different levels; from VFTs, dairy cooperative management, government extension and local NGOs. The process involved awareness creation, joint learning at the individual, group and organization level, a strengths-weaknesses-opportunities-threats (SWOT) analysis of producer organizations and identifying opportunities for harnessing resources for support functions. We highlight the important supporting social and institutional processes that are required for this to happen. These include getting acceptance and support from key stakeholders, developing a shared understanding, stakeholder ownership of the process, commitment from top leadership of POs and institutional structures to support the process. For the process to be actualized, we discuss mechanisms that need to be put in place.     

基于改进SCOR的外向型企业供应链风险评价及应用

为了更系统地对外向型企业供应链风险进行识别,改进供应链运作参考模型,将模型目的由优化供应链流程以提高供应链绩效转变为识别供应链流程运作中潜在的风险因素。在改进模型的基础上,构建外向型企业供应链风险评价指标体系,采用信息熵确定权重的物元可拓分析法评价已识别风险的等级情况,并以案例的形式展开具体讨论。结果显示:案例企业的整体供应链风险是处于中等风险,在22种风险因素中有6种属于较高风险等级。针对评价结果,提出做好前期调研工作、强化对风险源的监控管理、完善交易契约的内容设计以及构建供应链突发风险应急管理机制等措施建议。