品牌个性及其结构维度理论研究

10多年来,国内外品牌个性领域研究成果不少,主要包括品牌个性的内涵、基于顾客感知价值的表现形式、不同文化传统背景下品牌个性构成维度分析与测量模型、品牌个性与消费者个性之间的关系等,藉此回顾分析,可以揭示其未来的研究方向。     

品牌社交媒体广告内容对消费者社交媒体参与度的影响

基于参与度理论与社交媒体特点定义消费者社交媒体参与度与它的四个维度：意识、产生情感、产生理性思考、认同。建立社交媒体广告内容分类标准,收集二手数据后使用方差模型分析品牌社交媒体广告内容对消费者社交媒体参与度的影响。结果显示社交媒体广告内容类型显著影响消费者社交媒体参与度,新产品内容效果最好,其次是促销、游戏/抽奖、社会责任内容。此研究结果不仅可丰富消费者行为视角的品牌社交媒体广告相关理论研究,也可为品牌设计社交媒体广告内容营销提供管理建议。     

品牌资产的战略选择——整合营销传播

整合营销传播是对传统营销传播的继承和发展,有着极其深刻的内涵;整合营销传播和传统营销既有区别又有联系,是辩证的关系;整合营销传播对中国市场有重要意义,中国本土市场应重新审视整合营销传播的理论及实践,构建具有中国特色的整合营销传播理论。     

The effect of employee behavior on brand personality impressions and brand attitudes

This research examines how consumers update their brand personality impressions and brand attitudes after interacting with one of the brand's employees. Drawing on stereotyping theory, the author develops a framework that proposes that the impact of an employee's behavior depends on how the employee is categorized. When the employee is considered primarily as an exemplar of the brand's workforce, his or her behavior is generalized more strongly to the brand. When, however, the employee is judged as a relatively unique individual (i.e., when the employee is subtyped), the behavior is not transferred to the brand to the full extent. The results of three studies provide converging evidence and show that the degree to which consumers subtype an employee is determined by the amount of information they possess about the employee, the extent to which they depend on the employee, and their motivation to form an accurate impression. The findings have direct implications for marketers interested in understanding how employees affect the brands they represent.

品牌之死——基于品牌经济学视角的分析

基于品牌经济学视角对品牌之死的研究表明：品牌之死有自然死亡、突然死亡和长寿品牌3种基本类型；品牌之死即为需求之死；品牌的品类、品类度和品牌策略决定了品牌生命；因而延长品牌生命也应从这3方面制定相应的策略。     

非营利组织体验营销的特征及组合策略研究

体验营销随着体验经济的到来而产生,并开始为各类组织所应用,但有关非营利组织体验营销的研究仍为少见.文章在文献研究与调查访谈的基础上,结合非营利组织性质展开研究,归纳了非营利组织体验营销特征并提炼出非营利组织开展体验营销的组合策略.     

旅游目的地品牌个性塑造探析——以海南为例

个性塑造是旅游目的地品牌营销的核心,是海南国际旅游岛品牌建设中必须解决的重要问题。从旅游目的地品牌个性的相关文献研究入手,分析旅游目的地品牌个性的形成机制,进而讨论海南旅游目的地品牌个性建设的缺陷,探究创建海南旅游目的地品牌鲜明个性的有效途径。     

交换与营销观念:一个营销理论的整合模型

现代营销哲学的形成与发展是以交换为核心的营销理论发展的逻辑结果。关系营销理论并不是对传统营销理论的替代,它是兴起于特定的市场领域。关系营销理论的关系范式实际上强调的是交换过程中对人与社会互动过程的关注,它不但没有超越现代营销哲学的范畴,更没有脱离"交换"这一营销学核心概念。     

品牌延伸机制的研究与品牌策略

品牌延伸心理机制是构建品牌理论的重要方面，也是前沿性课题之一。上世纪80年代至90年代品牌延伸理论着重探讨了情感机制、属性联想机制，进入21世纪研究者则更多地主张用认知心理学观点与研究方法，从消费者情感与认知相互影响来认识品牌延伸机制，这对制定有效的品牌营销策略更具有现实意义。文章对此进行了初步探讨。     

顾客价值的提升策略与方法

顾客是价值的最大化者,企业只有不断地提升顾客价值,才能吸引并保持顾客.顾客的价值来自于产品本身、品牌及与顾客建立的关系.提升顾客价值策略与方法,就是分步骤、有侧重地提升产品价值、品牌价值和关系价值.     

全球化时代国产电影的品牌建设和对外营销

全球化时代的到来,为中国的电影产业提出了新的挑战,国产影片不能仅是满足于国内市场的开发,还应当放眼全球,参与到国际市场的竞争中。国产影片海外市场竞争力的提升有赖于自身的品牌形象建设,对此,必须探索一套切之可行的对外营销策略。     

非营利组织市场导向的研究现状与度量

对非营利组织市场导向的研究已引起学术界强烈的兴趣,一些非营利组织的经营者也开始思考怎样通过市场手段来提高组织的绩效。西方一些学者早在十九世纪就开始将测量市场导向度的工具MARKOR量表应用到非营利领域,从而测量非营利组织市场导向化程度,并进而指导非营利组织的经营实践。     

论整合营销传播在品牌塑造中的作用

整合营销传播是一种强调整合所带来的附加价值的营销传播理念.这种理念强调将广告、直接回应、促销和公关活动等各种战略营销技能整合在同一营销计划中,并且通过其组织保持传播信息清晰、持续和传播效果的最大化.整合营销传播理论是契合时代要求的,也是在特定的市场环境中提出的.     

促进慈善捐赠的税收政策现状分析与对策研究

税收政策是各国激励慈善捐赠的重要手段.我国为促进慈善捐赠而实施的税收激励政策包括针对慈善组织和针对捐赠人两类,目前存在享受税收优惠的慈善组织范围小、税种的缺陷与缺失以及纳税人税收抵扣手续繁琐等问题,针对这些问题,可以分别从扩大慈善组织受惠范围、开征遗产税与赠与税、完善相关税种以及简化税收抵扣程序等方面进行改进,促进慈善捐赠的发展.     

Attitude basis,certainty, and challenge alignment: A case of negative brand publicity

By integrating research from attitude challenge matching and consumer alignment and judgment revision, the authors explore how firms can position brands to insulate them from negative publicity and how consumers evaluate brands in reaction to such publicity. They introduce an important moderator of brand evaluation revision, prior brand attitude certainty, and propose that when negative publicity matches or “aligns” with the basis of a brand attitude, certainty in that attitude interacts with the attitude, determining the affect of the negative publicity on brand evaluations. The results of two experiments suggest that prior brand attitudes held with high certainty tend to “nsulate” brands, even when negative publicity matches or aligns with the bases of brand attitudes, whereas brand attitudes held with low certainty may exacerbate the effects of negative event publicity. The results also show that multiplex positioning (positioning a brand with both performance-and values-based attributes) may insulate brands more effectively from negative publicity. Chris Pullig (chris_pullig@baylor.edu) is an assistant professor of marketing in the Hankamer School of Business at Baylor University. Before beginning his academic career, Professor Pullig worked in the retail industry as the CEO of a chain of specialty clothing stores and also as a consultant with the Small Business Administration. He received his Ph.D. from Louisiana State University and was previously on the faculty at the University of Virginia. His research is in consumer attitudes and decision making, with an emphasis on effective creation and the protection of consumer-based brand equity. His previous work has been published in theJournal of Marketing, theJournal of the Academy of Marketing Science, theJournal of Retailing, theJournal of Consumer Psychology, theJournal of Public Policy and Marketing, and others. Richard G. Netemeyer (rgn3p@virginia.edu) is the Ralph A. Beeton Professor of Free Enterprise in the Mclntire School of Commerce at the University of Virginia. He received his PhD in business administration from the University of South Carolina in 1986. From 1986 to 2001, he was a member of the Marketing Department in the College of Business at Louisiana State University. In 2001, he joined the faculty at Mclntire. His substantive research interests include’ consumer and organizational behavior topics and public policy and social issues. His methodological research interests focus on survey methods and measurement. His research has been published in theJournal of Marketing, theJournal of Marketing Research, theJournal of Consumer Research, theJournal of Applied Psychology, theAmerican Journal of Public Health, and others. Abhijit Biswas (a.biswas@wayne.edu) is the Kmart Endowed Chair and Professor of Marketing at the School of Business Administration, Wayne State University. He received his PhD from the University of Houston. His research interest is primarily in the area of pricing and consumer behavior, and he has published numerous research papers in journals such as theJournal of Marketing, theJournal of the Academy of Marketing Science, theJournal of Retailing, theJournal of Consumer Psychology, theJournal of Public Policy and Marketing, theJournal of Advertising, theJournal of Business Research, Psychology and Marketing, Marketing Letters, and other refereed journals and proceedings. He currently serves on the editorial boards of theJournal of the Academy of Marketing Science and theJournal of Public Policy and Marketing and is the associate editor for the Business and Marketing Research track of the Journal of Business Research.     

中华老字号品牌资产增值——一个创新与怀旧契合的案例分析

当前多数老字号品牌发展停滞,品牌资产不断流失,维护与提升老字号品牌资产变得迫切而且必要。文章结合老字号品牌复兴的创新和怀旧理论,分析了王老吉品牌资产增值的策略选择和启示。通过个案研究发现,王老吉在传承品牌精髓和其他独特品牌元素的基础上,运用营销创新获得品牌经营的成功,这对其他老字号品牌复兴具有借鉴意义。     

农业产业化经营视角下安徽农产品品牌战略环境分析

农业产业化与农产品品牌战略有机结合起来是发展现代农业的必由之路。文章首先阐述了安徽农业产业化经营的现状,分析了安徽农业产业化存在的问题,然后提出了实施农产品品牌战略的意义,最后运用SWOT分析法从外部和内部两方面分析了安徽农产品实施品牌战略的环境。     

从非营利组织理论视角析社会中介组织发展的问题及对策

介绍了非营利组织的涵义,指出了社会中介组织发展中存在的问题,包括监管体制不健全,监管方式不到位,执业人员专业性不强,总体素质不高,职业资格监管力度不够,政府与中介组织关系不顺,行业自律管理功能薄弱等,提出了加强社会中介组织建设的建议,如完善监管组织和制度建设,打破部门封锁、条块分割,建立统一有序的监管新机制,规范政府和中介组织的关系,改变当前中介组织和政府关系不顺的现状等。     

总部和加盟商的博弈：连锁品牌经营机制的经济分析

无论连锁品牌加盟商是否实施正确的品牌策略,都将存在连锁品牌外部效应,导致连锁品牌经营低效率,因此,连锁品牌建设与经营应该由连锁品牌总部负责,并收回加盟商品牌建设权。在连锁品牌总部进行品牌建设的前提下,连锁品牌效率最优化条件是：各加盟商为了提高单位品牌信用度所增加的品牌建设费用,应该等于各加盟商因为单位品牌信用度提高而增加的收益之和。     

欧洲美国和中国Email营销发展情况比较研究

目前,Email营销已逐渐成为一个成熟的营销行业.由于市场化程度的不同,欧美等国在Email营销方面积累了许多领先的经验,因此,本文希望通过欧、美、中三个不同国家的统计数据,从许可Email营销、电子邮件的打开率、电子邮件对购买行为的影响以及垃圾邮件这四个方面来分析Email营销的现状及发展趋势,并从中吸取值得我们借鉴的经验.