公司品牌化模型探讨——以零售业为例

公司品牌化是把公司名称作为公司供应物的唯一或主要标识进行推广的过程,其概念化模型包含公司品牌外部化和公司品牌内部化两部分。公司品牌外部化是指企业主动地向企业外部利益相关者传递品牌价值和重要信息,促进正面的、积极的品牌形象认知,引导顾客购买行为意向;公司品牌内部化则是确定品牌价值并借助员工等内部可控要素,即公司品牌内部化维度,传递品牌价值。公司品牌外部化和公司品牌内部化之间具有相对独立、相互依赖、目标一致的关系。     

反感性广告的知觉建构和购买意向研究

广告的反感性会影响消费者的品牌购买意向,面对明显性暗示的反感性广告,消费者的知觉建构是多维度的,消极的知觉建构可以降低产品购买意向,积极的知觉建构可以增强产品购买意向。     

反感性广告的知觉建构和购买意向研究

广告的反感性会影响消费者的品牌购买意向,面对明显性暗示的反感性广告,消费者的知觉建构是多维度的,消极的知觉建构可以降低产品购买意向,积极的知觉建构可以增强产品购买意向。     

植入式广告对观众品牌认知、记忆和购买意向的影响——关于真人秀节目《改头换面:家庭版》的实证研究

本文采用组内实验的设计,测试了真人秀节目《改头换面：家庭版》中的植入式广告的面积、位置、时间以及观众对于植入式广告的态度对观众的品牌认知、记忆和购买意向的影响。数据分析显示,植入式广告在电视节目中出现的时间长短对观众的品牌认知、记忆和购买意向均有显著影响,时间越长,观众越易于记住并购买该品牌。植入式广告的大小影响观众对品牌的认知和记忆,但对购买意向没有影响。植入式广告的位置影响观众对品牌的记忆,但对品牌认知和购买意向没有影响。观众对植入式广告的态度,无论是正面还是负面,对他们的品牌认知、记忆和购买意向都没有显著影响。     

企业社会创新产品道德属性对顾客购买意愿的影响

借鉴非纯粹利他主义模型的温情效应和线索一致性理论,并通过采用实验方法,分析了企业社会创新产品道德属性对顾客购买意愿的具体影响机制,以及温情感(或称顾客温情感)的中介效应和产品类型的调节效应。本研究发现：企业社会创新产品的象征性和功能性道德属性均能增强顾客购买意愿;顾客温情感在企业社会创新产品道德属性对顾客购买意愿的正向影响中起中介作用;对享乐品而言,象征性道德属性比功能性道德属性更能增强顾客温情感,进而更能增强顾客购买意愿;对实用品而言,功能性道德属性比象征性道德属性更能增强顾客温情感,进而更能增强顾客购买意愿。     

IPTV(网络电视)广告类型和产品类型的广告效果

在本研究中，从IPTV作为一种新媒体的角度，根据不同的IPTV广告类型和产品类型存在的效果差异进行探索。为此，依据广告类型和产品类型的不同分别进行了4个实验调查，IPTV广告效果测定了广告态度、广告点击意向、产品购买意向。首先，由于IPTV广告种类的不同，使广告效果的差异表现在广告态度和点击意向上；第二，根据产品类型的不同，IPTV广告效果也出现了差异。在广告态度和点击意向及购买意向存在差异的同时，IPTV广告中探索研究比经验型研究显示出更有效的反应；第三，由于广告类型和产品类型的不同，相互作用效果在购买意向上表现了出来。这些为广告中利用IPTV的媒体两面性提供了依据；其次，倡议在广告实行战略中开发能预期对消费者起到积极广告效果的带有图标和字幕的网幅广告；再次，在IPTV广告的制作方面，为探索性的IPTV广告能够诱发更有效的广告效果提供了理论性的依据。     

面子双维度对冲动性购买影响的实证研究以自我建构为中介变量

面子问题是研究国人消费心理和行为中不可回避的话题。本文针对以往面子消费研究中出现的矛盾,通过借鉴赫茨伯格的双因素理论将面子分为“想挣面子”和“怕丢面子”两个维度,分别探讨和检验了面子的这两个维度对冲动性购买的不同影响。研究结果表明,面子的这两个维度对消费者的冲动性购买影响路径和方向不一样。其中,想挣面子维度主要通过独立导向的自我建构对消费者的冲动性购买产生促进作用,而怕丢面子维度主要通过关联导向的自我建构对消费者的冲动性购买产生抑制作用。研究结果对于解释国内消费者面子观对冲动性购买的作用机制,指导消费者理性消费和商家促销都有积极的意义。     

产品伤害中网络与企业响应对顾客感知风险的影响

随着网络媒体的日渐盛行,网络对企业和顾客的影响也越来越大。文章通过两个现场实验,分析了产品伤害危机中网络与企业响应以及网络信息不同呈现方式对顾客感知风险的影响。研究结果表明,面对正面网络响应,企业积极响应和无响应对顾客感知风险的缓解要优于企业消极响应,而面对负面的网络响应,企业积极响应优于无响应或消极响应;网络信息都是正面时,顾客感知风险最低,网络信息先负后正时,顾客感知风险要小于先正后负。     

服务互动的不同类型对交叉购买的影响——基于信任维度的视角

本文在对交叉购买的研究中,以不同信任维度为中介变量,研究不同类型服务互动对交叉购买产生的影响.结果表明,不同信任维度下交叉购买的前置因素影响交叉购买的中介效应是不同的;并且,本文从过程角度出发,以服务互动作为交叉购买的前因,研究不同类型服务互动基于不同信任维度对交叉购买的影响.企业在今后的生存发展中应注重提升企业服务互动质量,促进形成顾客对企业的认知型信任,并进一步形成顾客的情感型信任.     

商店情感、面子意识与零售商自有品牌购买意愿的关系研究

本文将消费者与商店之间的情感关系定义为消费者的商店情感,并将其引入到自有品牌感知价值和购买意愿的研究之中。在将自有品牌的感知价值分为金钱节省价值和质量价值后,本文探讨商店情感和自有品牌购买程度对感知价值的影响,以及消费者的面子意识对上述影响关系中的调节作用。通过实证研究发现,商店情感和自有品牌购买程度均对金钱节省价值和质量价值有正面作用,面子意识负向调节质量价值对自有品牌购买意愿的影响,但是面子意识在金钱节省价值对自有品牌购买意愿的影响关系中缺乏调节作用。     

Brown＇s Blossom in Britain-China

The overall strategic relationship between U.K. and China is ＂better than ever＂, China- Britain relations have maintained good momentum, with increased high-level exchanges and the reinforcement of strategic mutual trust, with more room for growth in the future.     

Challenge and Opportunity Go Hand in Hand——What Global Economic Agitation Brings to the China's Economy?

Domino effects of the global finance agitation As the origin of the subprime crisis,US financial institutions lost USS45 billion last year,accounted for over half of the total US,EU & Japan loss.Since January 15th,Chtigroup released its financial statement of the 4th quarter,showing a net deficit of USS9.83 billion,which marked the hisoric high of its quarterly deficit.     

Jean-Pierre Duprieu： Willing to Be A Legate of Sino-French Business

Estaing, former French president, Valery Giscard d＇Estaing attended Sino-French Economic Seminar held in Shanghai in early April and said that the world center has shifted from the west to the east with many European and US companies entering into Asia, and China has the ability to play an important role in the world stage. Estaing, naming himself＂French Confucian＂, then said in Chinese that a cook-group includes 10 people in ancient Chinese soldier system and the cook is in charge of cooking for them. And people who belong to the same cook are actually ＂Partners＂.     

China''''s Stock Market Wave

The annual meeting of the World Economy Forum was held in Davos,a little town in Switzerland,on January 23rd to the 27th this year,with the theme"the Power fo Collaborative Innovation",over 2500 celebrates from ture political and cconomic circles of more than 80 countries and challengred logether to talk about the future of the global economy in 2008,A Forum for the problems and challenges that face whole world,some of the keywords which drew attention during the event were:the U.S.subprime mortgage crisis,soaring energy prices,the economic slowdown in the U.S.ermerging economic bodies,authority funds and the general unpredictable nature of the global economy.     

Trade Promotion from Neighborhood

If you are considering to trade with companies in Japan or expanding your .business to Japan, we are ready to help from the very beginning.＂ You will find this greeting at the first sight on the Chinese website of Japan External Trade Organization （JETRO）. JETRO has committed itself in delivering highly efficient and quality services to meet the demand of internal and external customs including Japanese companies, hence winning a good reputation in the international trade arena. In recent years, with its priority in advancing business cooperation in South and East Asia, JETRO has made great achievement in promoting trade between China and Japan. Therefore, China＇s Foreign Trade interviewed Mr. Yoichi Maine, Deputy Director General of JETRO BEIJING.     

Auto Parts Market Potential Coming into Surface

Looking at the increasingly fierce competition in the world auto market. global automobile manufacturing industry, taking Europe, the U.S. and Japan as representatives, is gradually forming a new type of relationship, mutual cooperation between whole vehicle and parts manufacturers. We can clearly see that auto parts manufacturers have become independent from the whole vehicle manufacturing companies, which means that the former structure of auto industry has greatly changed, and a new relationship,     

Sinosteel：Extraordinary Moves in Industry Chess

Among the Fortune 500 firms,more and more images from China emerge out.On the 2008 list,Sinosteel Corporation,a landmark group of China industries quietly squeezes into the candidate line.As the largest steel service ＆ trade enterprise,its sales reached at RMB 111.24 billion,with a year-on-year increase of 83.03 percent,and the profit grew by 180.03 percent.On the Sinosteel 2008 Work Meeting,the president Huang Tianwen uttered,＂In the coming year,we will work for US$20 billion sales,and look forward to getting a position in Fortune 500 firms for ourselves.＂     

Walk Through Unusual Five Years—— An Exhibitor＇s Canton Fair Course

When the 103rd Canton Fair is approaching, an old friend of Canton Fair, Li Ying from Jiangsu prov-ince recollected his past five years＇ experiences to the grand trade meeting. Each year is special, with some unforgettable memories colored by the year.     

Domino Effect on Electricity and Coal Prices

In the middle of last December, the key purchase contracts for coal used in power generation in 2008 were signed, reflecting a demand for more than 1.085 billion tons. It is important to note that the country＇s five biggest power producers, China Huaneng Group, China Guodian Corporation, China Power Investment Corporation, China Huadian Corporation and China Datang Corporation, had settled on the prices on their purchase contracts, and they are expected to consume 290 million tons of coal for generating electricity,     

Slimmed May Day Holiday

Last November the State Council of China decided to renew its holiday system by reducing the seven-day May Day holiday to three days and introducing three new one-day public holidays, namely the Qingming Festival, Dragon Boat Festival and Moon Festival. By doing so, the three golden-week holidays that were introduced in 1999, namely the Spring Festival, May Day and National Day, could be better distributed.