跨文化视域下的商业品牌翻译

当前在跨文化、跨民族、跨地域的背景下,如何对商业品牌进行更符合当地文化特点与民族心理的翻译工作是摆在商业品牌翻译者面前首先需要面对和解决的问题。本文就商业品牌翻译在跨文化视域中的意义和作用,以及在翻译过程中常见的问题、商业品牌翻译的一般技巧与策略进行探讨与分析,并在此基础上提出了一些建议。     

社会语言学视域下的淮扬菜取名艺术研究

本文试从社会语言学的角度,对淮扬菜系名称进行研究,通过分析其内部的语音、修辞等语言特征及其社会历史时代与地域属性,探索其深层内涵和文化底蕴,发掘淮扬菜名与江苏的地域文化间的关系,进一步揭示语言与社会的共变关系,对淮扬菜取名艺术提出建议,从而激发人们对淮扬饮食文化更浓厚的兴趣。     

社会语言学视域下的ESP教材评价

社会经济的发展,需要英语应用水平较高、具备专业知识和技能的人才。教材是课堂教学中不可或缺的元素,是组成教学过程的基本要素之一,是实现人才培养目标的重要保障。教材评价的目的是为了更好地挑选、使用和编写教材,以带来教学上的改进。社会语言学研究语言和社会的相互关系,主张通过研究社会来研究语言,提出研究语言绝不能只研究语言形式本身,还要研究人们的言语活动及其规律。这为教材评价提供了科学的依据。ESP教材内容选材应注意真实性、多样性和趣味性．鼻且者斜晕会理的教晕方法设计．     

天津的商业品牌

1928年,在天津租界内,中法合资的井陉煤矿买办高星桥以每亩2万两白银的高价,从英国先农公司商人手里买下位于天津市中心一块5亩2分的地皮.然后由法籍工程师慕乐设计了一座法国风格的塔式建筑,它主体5层转角7层,成为当时天津的一座标志性建筑,它就是于当年12月12日开张营业的中国最早的商场"天津劝业场".     

国内商业要自主自己的品牌

我们提倡商业品牌，既提倡塑造企业品牌，又可以提倡商业企业的自有品牌商品。 对于商业企业来说，应当如何自主地运作自己的品牌？     

进一步加强管理社会商业

<正> 一、管理社会商业要解决认识问题 1986年国务院就提出管理社会商业问题,强调“各级商业行政部门同工商行政部门分工合作,密切配合,切实加强对社会商业和市场的行政管理”。管理社会商业,实行比较早的是湖北省武汉市,进行全社会全行业管理;其后在辽宁省、黑龙江省、北京市等部分地区在部分行业也进行了试点,这些地区在试行中都取得了一     

商业自营品牌研究

本文首先给出了商业自营品牌的定义,探讨了商业自营品牌的起源,提出连锁商业将成为我国商业自营品牌的经营主体,并对其实践中的若干问题进行了初步的分析。     

Using linguistics for creating better international brand names

International product sales are increasingly important for most companies. As a result, cross-border brand naming is becoming a significant marketing issue. This article describes linguistic assets such as phonetics (sounds), etymology (roots of words) and rhetoric (persuasive discourse) and proposes a comprehensive framework for analysing how these linguistic assets transfer (or do not transfer) to a number of target linguistic contexts. Using this analysis, managers should follow the ‘Joyce principle’ and attempt to build meaningful brand names across languages, thus adding value to their global brand names.     

商业地产的品牌策略

商业地产发展到今天,应该说是进入品牌策略的阶段了。按照市场的一般规律,当某种商品供应充裕以后,该类品牌的意义就会显示了出来;对今天上海商业地产而言,你要想在市场上占有一席之地,要想使项目开发成功,取得预期中的利润、收益,如果缺乏品牌策略的意识,那么成功的可能性是很     

The impact of social media conversations on consumer brand choices

This paper estimates the impact of social media conversations on consumer valuation of brand characteristics and demand for carbonated soft drinks (CSDs). We formulate a random coefficient, discrete choice model of consumer demand that includes social media conversations, and estimate it matching Nielsen sales data on carbonated soft drinks to social media conversations on Facebook, Twitter, and YouTube. Empirical results indicate that consumers’ conversations about brands and nutritional aspects of CSDs have a significant impact on their valuation of brand characteristics and ultimately on their choices of CSDs. These findings have important implications not only for firms using social media as a strategic tool for effective brand promotion and product design but also for public health policies aimed at reducing the consumption of sugary beverages and high-calorie foods.     

Conceptualizing the brand in social media community: The five sources model

The emergence of social media is challenging the ways that marketing academics and practitioners conceptualize and manage brands. This research explores the consumers׳ specific motivations for the purpose and structure of the consumption of brands in social media community. Keeping the evolving economic relevance of social consumption in mind, the resulting conceptual model has been designed to give a better understanding of the unique branding opportunities and relationships that social media present to brand managers. The research employs a triangulated method that includes a social media-based Facebook focus group and face-to-face interviews. The findings suggest that consumers expect some very specific two-way interactions with brands and that social media may be the only way to effectively deliver these demands. This study identifies five core drivers of brand consumption in a social media community articulated in the Five Sources Model: functional, emotional, self-oriented, social and relational. These core drivers represent unique opportunities for brands to enhance their relationships with their customers and to increase the likelihood of an active and beneficial online community built around their brands. Future research implications are discussed.     

社会化媒体背景下面向E世代的品牌营销策略

本研究根据对E世代群体的调研资料,探讨在基于社会化媒体进行针对E世代的品牌营销时的影响因素和实施策略。主要研究发现:吸引E世代群体的主要有品牌深度等五个因素;基于社会化媒体的品牌营销策略可以从深化品牌的存在感等四个方面实施。     

Adam Smith's concept of the social system

This essay will postulate that Adam Smith's view of society was formulated out of historical influences far broader than generally conceded by many commentators in economic thought. Smith's basic behavioral concepts of sympathy and self-interest are significant contributions to economic thought as are his philosophy of human nature being based on liberty and freedom and not simply the creation of wealth. The vectors of influence that converged on Adam Smith were of varied and even contradictory natures. Yet the result of this collision of philosophical forces was clearly an event of significance in the history of philosophical and economic thought.Edward W. Coker is presently an Assistant Professor of Business Administration at USM-Gulf Coast, teaching primarily in the area of economics and finance. Dr. Coker has appeared on the programs of the American Economic Association, the Southern Economic Association and the Financial Management Association, both as presenter and discussant of papers. His interest in business ethics is reflected in his doctoral dissertation on the writings of Adam Smith. He is also a member of the Association for Social Economics and has participated on several panels sponsored by that organization.     

Strategic corporate social responsibility as global brand insurance

When the competitive strategies of multinationals rely on global brands, corporate social responsibility (CSR) offers insurance against management lapses. The practical need for CSR as brand insurance comes from changing social expectations, affluence, and globalization. Corporate actions that violate societal expectations damage, even destroy, brand image among networked stakeholders who are affluent enough to buy branded products and services. The premiums for CSR brand insurance are paid by leaders who create an organization-wide commitment to CSR as a means of redefining ‘profit maximization.’ By integrating a stakeholder perspective, management is best placed to optimize stockholder returns over the longer term.     

Attention to social comparison information and brand avoidance behaviors

This research links brand avoidance behaviors to attention to social comparison information (ATSCI). We posit that high (vs low) ATSCI consumers will suffer from more social-evaluative uncertainty, i.e., more uncertainty regarding others’ reactions to their brand choices. To alleviate this problem, high ATSCI consumers will avoid distinctive or conspicuous brands and brand icons that might draw the attention of others, playing safe in their brand choices, rather than risking social disapproval. Two preliminary studies provide support for the theoretical assumptions, confirming that ATSCI is positively associated with brand consciousness, brand social-evaluative uncertainty, and brand avoidance motivated by social-evaluative concerns. Study 1 examines brand identification and shows that although high and low ATSCI consumers identify themselves with equally prestigious brands, the former avoid identifying with distinctive brands. Study 2 demonstrates that unlike their low ATSCI counterparts, high ATSCI consumers avoid conspicuous brand logos even in the case of highly prestigious brands.     

Investigating brand preferences across social groups and consumption contexts

Using a unique dataset on U.S. beer consumption, we investigate brand preferences of consumers across various social group and context related consumption scenarios (??scenarios??). As sufficient data are not available for each scenario, understanding these preferences requires us to share information across scenarios. Our proposed modeling framework has two main building blocks. The first is a standard continuous random coefficients logit model that the framework reduces to in the absence of information on social groups and consumption contexts. The second component captures variations in mean preferences across scenarios in a parsimonious fashion by decomposing the deviations in preferences from a base scenario into a low dimensional brand map in which the brand locations are fixed across scenarios but the importance weights vary by scenario. In addition to heterogeneity in brand preferences that is reflected in the random coefficients, heterogeneity in preferences across scenarios is accounted for by allowing the brand map itself to have a discrete heterogeneity distribution across consumers. Finally, heterogeneity in preferences within a scenario is accounted for by allowing the importance weights to vary across consumers. Together, these factors allow us to parsimoniously account for preference heterogeneity across brands, consumers and scenarios. We conduct a simulation study to reassure ourselves that using the kind of data that is available to us, our proposed estimator can recover the true model parameters from those data. We find that brand preferences vary considerably across the different social groups and consumption contexts as well as across different consumer segments. Despite the sparse data on specific brand-scenario combinations, our approach facilitates such an analysis and assessment of the relative strengths of brands in each of these scenarios. This could provide useful guidance to the brand managers of the smaller brands whose overall preference level might be low but which enjoy a customer franchise in a particular segment or in a particular context or a social group setting.     

消费者自主品牌信念:概念、维度及量表开发

信念是人们对特定事物确信不疑的观念,是态度、意向和行为的基石,是当前社会学、健康医学、体育学、教育学的研究热点。但在营销学领域,有关自主品牌信念或国货信念却鲜有涉及。本文借鉴相关领域的研究成果,结合消费实际,对中国消费者自主品牌信念的概念进行界定;通过深度访谈和专家评审,提炼出自主品牌信念的结构维度,并对设计的自主品牌信念量表进行了信效度检验,得到了一个具有较高可靠性和有效性的测量量表。