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1.
The rapid industrialization and growth across the world have fostered the consumption of luxury fashion brands. Electronic word-of- mouth on social media (eWOM) is fast becoming an effective and germane strategy to engage luxury consumers through posting pictures, sharing reviews, and communicating information on platforms like Facebook, Instagram, and TikTok. Extant research has not examined the antecedents and drivers that lead to eWOM behavior. We leverage self-congruity theory and through its focal lens, our study addresses this research gap through a survey conducted with 453 consumers in Mexico, Latin America's fastest growing market. Our results indicate that need for status, susceptibility to normative influence, and luxury brand involvement, moderated by authentic pride and social media influencers lead to eWOM behavior on social media. We also demonstrate that luxury brand involvement and susceptibility to normative influence mediate the relationship between need for status and eWOM behavior on social media. The study provides important implications to managers and researchers by suggesting long-term actionable strategies for growth that can help luxury firms develop a sustainable competitive advantage over rivals and competitors.  相似文献   
2.
蒋勇  魏蓉 《科技和产业》2023,23(15):86-91
装配式建筑供应链的运作存在很多不确定性。为提高供应链管理效率,促进建筑业的发展,运用供应链运作参考(SCOR)模型对装配式建筑供应链脆弱因子进行识别,将装配式供应链系统划分为6个子系统;通过系统动力学(SD)模型对供应链脆弱性进行仿真。结果表明,装配制造流程是脆弱性最大的子系统,整个供应链的脆弱性随着建筑项目的推进而增大。  相似文献   
3.
This study aims to understand the relationship between environmental consciousness and multidimensional (i.e., cognition, affection, and activation aspects) of customer brand engagement (CBE) in relation to online grocery shopping. It also investigates the moderating effect of customer characteristics on the associations among environmental consciousness, CBE, and behavior intention. 358 Korean respondents took part in this research using an online survey to assess the impacts of multidimensional CBE for online grocery. The outcomes reveal that environmental consciousness positively influences cognition and activation aspects of CBE. Additionally, activation, affection, and cognition aspects of CBE positively affect behavioral intention. Multi-group analysis is performed to identify the difference among customers in low and high customer characteristics. In addition, by demonstrating a role for CBE, this study adds to the existing literature on online grocery. Furthermore, the outcomes of this research provide direction for building marketing strategies for online groceries for marketers and practitioners.  相似文献   
4.
Facebook has become an important platform for a brand–consumer relationship channel. The current study investigates the influence of perceived socialness and its effect on consumers’ attitude toward brands. Participants (N = 404) were recruited in a large southeast university. A 2 (socialness: high vs. low)?×?2 (feedback control: high vs. low)?×?2 (brand image: high vs. low) between-subject design was conducted. The results of this study identified three important findings. First, high (vs. low) socialness elicited higher perceived relationship commitment, brand trust, and more favorable brand attitude. Second, the effect of socialness on brand attitude was moderated by brand image (positive vs. negative). Third, the mediation analysis showed that the effect of socialness (high vs. low) on brand attitude was fully mediated by perceived relationship commitment and brand trust.  相似文献   
5.
This article considers how employees engage with B2B firms on social media, a topic that is largely overlooked in the extant brand engagement literature. Using the results from a large-scale study of employee brand engagement on social media, we identify two key drivers of employee brand engagement using the content analysis tool DICTION—namely, optimism and commonality. Employees of top-ranked and -rated firms express higher levels of optimism and commonality in their reviews of their employers on social media than do their counterparts in bottom-ranked and -rated firms. This permits the construction of a 2 × 2 matrix that allows managers to diagnose strategies for increasing or improving employee brand engagement. This creates four different kinds of employee brand engagement situations, and offers human resources and marketing managers different strategies in each case. We demonstrate how practitioners and scholars can shed new light on the way stakeholders engage with brands.  相似文献   
6.
This research examines how married consumers form relational brand connections. Findings from two studies contribute to research on identity‐related brand consumption by showcasing how shared brand consumption and marital satisfaction influence relational brand connections and the perceived importance of the brand to the marital relationship. This research has important theoretical contributions and managerial implications. From a theoretical perspective, the authors show how consumers incorporate brands into their interpersonal relationships through shared brand consumption and that relational brand connections influence brand‐related outcomes, such as brand attitudes, purchase intentions, brand affect, and brand separation distress. From a managerial perspective, the findings highlight the importance of considering relational aspects of brand consumption when designing branding strategy and advertising appeals.  相似文献   
7.
The purpose of the study was to examine the relationship between brand attachment and emotional well-being of consumers based on the need for personal image management and feelings of arrogant pride. A study of 107 consumers of the Calvin Klein brand was performed. Data were analyzed using the structural equations modeling technique. The results indicated a positive relationship between brand attachment and emotional well-being of consumers. A relationship was also identified between brand attachment, image management, and emotional well-being, and brand attachment and arrogant pride. No relationship was identified between arrogant pride and emotional well-being.  相似文献   
8.
Retailers often use the promotion strategy of offering supplementary products (e.g., free gift, bundle) to attract consumers and increase sales. Despite the growing literature on the promotions that are differently framed but offer economically identical values, little research has examined the link between promotion framing and consumer product returns. The current article sheds light on this relationship, hypothesizing that a free gift promotion would be superior to a bundle promotion in reducing consumer product returns. The findings suggest that a gift‐framed promotion leads to a lower product return intention than an economically equivalent bundle promotion, because consumers tend to perceive more loss from giving up the gift‐framed (vs. bundle‐framed) deal. Further, this study examines a moderating role of brand familiarity (familiar vs. unfamiliar) and shows that the merits of free gift framing on product return intention via perceived loss are amplified (attenuated) when the promoted brand is familiar (unfamiliar). Overall, the investigations of this study imply that it is better to frame a promotion as a “free gift” than a “bundle” to increase perceived loss in returning the purchase and thus to decrease consumer product returns. This strategic intervention works especially when the gift is offered by familiar brands.  相似文献   
9.
Integrating agency and institutional perspectives, we describe how China’s socio-political institutions create state-owned corporate empires with unique agency conflicts. We develop a framework demonstrating how economically unjustified firm expansion, i.e. empire building, mediates the relationship between state ownership and performance. We uncover the instrument in empire building and appropriate corporate governance and strategic management remedies. An empirical study on 29,638 Chinese firms evidences that (1) increased state ownership drives higher management expenses and lower firm profitability though empire building; (2) long-term debt is used to finance empire building; and (3) foreign capital investments and innovativeness can mitigate these agency conflicts.  相似文献   
10.
Conflict between favorites and underdogs is an everyday phenomenon. Research suggests that people support the underdog as they see a reflection of their own self in the person at a disadvantaged position. Two studies examine the effect of underdog brand biography in two different contexts. Study 1 provides support for the notion that underdog brand biographies for established brands elicit stronger consumer response than underdog brand biography for new brands. In study 2, a 2 × 2 between-subjects experimental design measured respondents’ reaction toward an underdog brand biography over a top dog brand biography under conditions of public versus private consumption. Results demonstrate that consumers exposed to underdog brand biographies in the private consumption condition will be more likely to respond favorably than when they are exposed to the public consumption condition. Based on the results it is suggested that advertisers make use of underdog brand biographies in case of established brands. Furthermore, choice of underdog brand narratives is likely to bring positive results under conditions of private consumption.  相似文献   
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