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。     

The role of brand personality in charitable giving: An assessment and validation

Marketing concepts such as corporate identity, image, and branding are important strategies for nonprofit organizations. In particular, brand personality has been advocated by practitioners but has not been empirically investigated in the nonprofit context. According to social exchange theory and trust, the authors argue that nonprofit stakeholders perceive nonprofit organizations at an abstract level because of the organizations’ intangibility and social ideals. This study develops and refines a parsimonious measure of brand personality specifically for the nonprofit context. The authors conduct a series of six multimethod studies of nonprofit stakeholders to validate the role of brand personality in nonprofit organizations. The results yield four dimensions of brand personality for nonprofits: integrity, nurturance, sophistication, and ruggedness. Thus, current and potential donors ascribe personality traits to nonprofit organizations and differentiate between nonprofits on the basis of the organizations’ personality. Finally, nonprofit brand personality may influence potential donors’ likelihood to contribute. Beverly T. Venable (venable_beverly@colstate.edu; Ph.D., University of Mississippi) is an assistant professor of marketing at Columbus State University. Her research interests are in nonprofit marketing, branding, and ethics. She has published in theJournal of Business Ethics and several national and international proceedings. Gregory M. Rose (rosegm@u.washington.edu; Ph.D., University of Oregon) is an associate professor of marketing at the University of Washington, Tacoma. His research interests include consumer socialization and cross-cultural consumer behavior. He has published articles in theJournal of Consumer Research, theJournal of Marketing, theJournal of the Academy of Marketing Science, theJournal of Business Research, theJournal of Advertising, and theJournal of Consumer Psychology, as well as other journals and proceedings. Victoria D. Bush (vbush@bus.olemiss.edu; Ph.D., University of Memphis) is an associate professor of marketing at the University of Mississippi. Her research interests include cultural diversity in buyer-seller relationships, advertising ethics, and Internet marketing. Her research has been published in theJournal of the Academy of Marketing Science, theJournal of Advertising Research, theJournal of Advertising, theJournal of Public Policy and Marketing, andIndustrial Marketing Management, as well as other journals and proceedings. Faye W. Gilbert (faye.gilbert@gcsu.edu; Ph.D., University of North Texas) is a professor of marketing and dean of the J. Whitney Bunting School of Business at Georgia College and State University. Her research interests are in customer relationship management, health care marketing, and sales management. She has published in theJournal of the Academy of Marketing Science, theJournal of Business Research, theJournal of Retailing, Psychology and Marketing, as well as other journals and proceedings.     

论教师人格的作用

教师不仅要传授知识，而且也要承担起培育人的重任，教师的人格对学生的成长有着重大的影响，是学生成长的重要保证：教师的人格对社会发展也具有促进功能；此外，教师的人格能使教师自觉地提高自身的道德修养，能在面对诸多的困惑和复杂的人际关系时，保持一种较高的精神境界。     

论教师人格的作用

教师不仅要传授知识，而且也要承担起培育人的重任，教师的人格对学生的成长有着重大的影响，是学生成长的重要保证：教师的人格对社会发展也具有促进功能；此外，教师的人格能使教师自觉地提高自身的道德修养，能在面对诸多的困惑和复杂的人际关系时，保持一种较高的精神境界。     

Branding strategies,marketing communication,and perceived brand meaning: The transfer of purposive,goal-oriented brand meaning to brand extensions

This article develops and tests a conceptual model of the transfer process whereby perceived similarity organized around shared goals facilitates the transfer of knowledge and affect from a parent brand to an extension of that brand. Empirical results, based on two well-known brands and two hypothetical product extensions for each brand, demonstrate that the availability of well-formed, goal-derived categories associated with a parent brand establishes an organizing framework for consumers' assessments of similarity thatfacilitates the transfer of consumer knowledge and attitude from the parent brand to a brand extension in another product category. This facilitating effect of similarity does not occur in the absence of goal-derived categories. The results also reveal how marketing communication can be used to facilitate the transfer process by framing similarity in terms of common goals. Implications are discussed for the organization of consumer knowledge and affect across product categories and for understanding prior research findings on brand extension. Ingrid M. Martin (imartin@csulb.edu) is an associate professor of marketing at California State University at Long Beach. Her research has examined issues in the area of consumer goals as they guide structuring and processing marketing information, product choice and usage. Her research has been published in theJournal of Consumer Research, Journal of Marketing Research, Journal of Public Policy & Research, and five book chapters. David W. Stewart (david.stewart@marshall.usc.edu) is the Robert E. Brooker Professor of Marketing in the Marshall School of Business at the University of Southern California. He is the immediate past editor of theJournal of Marketing. Dr. Stewart has authored or co-authored more than 200 publications and seven books. Shashi Matta (matta@marshall.usc.edu) is a doctoral candidate in marketing at the Marshal School of Business, University of Southern California. His research interests include branding, and services marketing. Shashi’s research has been published in theJournal of Consumer Research.     

The role of brand communications on front line service employee beliefs,behaviors, and performance

Frontline service employees often vary in their delivery of the brand promise, leaving service firms with less direct control on other stakeholders’ brand perceptions. Internal branding efforts have been suggested as a way to improve employee performance. With this in mind, we develop a two-process model based on identification and internalization theories to explain how internally disseminating brand-relevant information to frontline employees enhances performance. Using multi-source data from the employees, managers, and customers of a business-to-business firm in the hospitality industry, we find that providing brand-specific information directly to frontline employees increases their identification with the brand (as evidenced in perceptions of firm authenticity) and enhances their internalization of brand values. Additional results suggest that firms should make an extra effort to communicate brand-specific information to frontline employees if they desire brand-consistent performance that is observable to managers and customers alike.     

论高校思想政治教育工作者的人格塑造

市场经济在促进高等教育发展的同时也对教育者自身产生一些负面影响———少数高校思想政治教育工作者出现人格魅力缺失现象。为了更好地实施素质教育,做好新时期的高校思想政治教育工作,思想政治教育工作者必须注重塑造和提升自己的人格魅力。     

Consumer ethnocentrism offline and online: The mediating role of marketing efforts and personality traits in the United States, South Korea, and India

Consumer ethnocentrism is an important concept that is used to understand international marketing phenomena. In this article, the authors conduct two empirical studies. Using consumer data from the United States, South Korea, and India (three diverse cultural and economic environments), they explore six hypotheses. In Stage 1, the results suggest that across all three countries, consumer ethnocentrism provokes negative attitudes toward both foreign advertisements and foreign products. The authors identify a set of consumer variables (i.e., consumers’ global mind-set) that may mediate consumers’ unfavorable attitudes toward foreign advertisements and products derived by consumer ethnocentrism. In Stage 2, the authors find that consumer ethnocentrism dampens consumers’ online consumption activities on a foreign Web site. Finally, the authors find that marketers’ e-mail communications to foreign consumers mediate consumer ethnocentrism in online environments. Hyokjin Kwak (hkwak@drexel.edu) is an assistant professor of marketing at Drexel University. His research interests include advertising effects, consumer communications, and strategic marketing. He has publications in theJournal of Consumer Psychology, theJournal of Advertising Research, theJournal of Current Issues and Research in Advertising, theJournal of Consumer Marketing, and other marketing journals. Anupam Jaju (ajaju@gmu.edu) is an assistant professor of marketing in the School of Management at George Mason University. His main research interests are in marketing strategy, marketing-technology interface, and international marketing. His work has been published in theJournal of International Management, Marketing Theory, andMarketing Education Review. Trina Larsen Andras (published as Trina Larsen, larsent@ drexel.edu) is a professor and the head of the Marketing Department at Drexel University. Her research has been published in many of the major professional journals in her field, includingHarvard Business Review, theColumbia Journal of World Business, International Marketing Review, Industrial Marketing Management, Management International Review, theJournal of Global Marketing, and theJournal of International Marketing, among others. Her research is focused on international marketing, specifically, cross-cultural behavioral and relationship issues in international marketing management.     

年龄与个性对二语习得的影响

影响二语习得的因素有很多,年龄和个性就是其中的两个因素。研究表明,年龄的优势主要表现在语音的发展方面,在语法、学习效率方面没有明显优势;个性外向的学习者善于使用学习策略,在交际能力发展方面表现突出,而个性内向的学习者,阅读能力及写作能力的发展显著。     

被信任的代价: 员工感知上级信任、角色负荷、工作压力与情绪耗竭的影响关系研究

伦理氛围是组织环境的重要组成,一定程度上影响着组织的运行效率和发展前景。基于“工作要求-资源”理论框架,构建感知上级信任影响亲组织非伦理行为的双路径被调节中介模型,并采用层级回归和结构方程对模型进行验证。研究发现：感知上级信任对员工亲组织非伦理行为具有正向影响;角色超载、内部人身份认知在感知上级信任与亲组织非伦理行为间分别发挥中介作用,两条中介路径间差异不显著;内群体社会地位负向调节角色超载在感知上级信任与亲组织非伦理行为间的中介作用,正向调节内部人身份认知在感知上级信任与亲组织非伦理行为间的中介作用。组织可通过强化员工道德规范意识、关注员工群体内影响力以及加强信任管理等方式有效减少员工的亲组织非伦理行为,促进组织整体效率提升。     

The effects of exposure-order and market entry-information on brand preference: a dual process model

A dual process model is proposed that identifies the conditions under which two separate and additive effects on brand preference may obtain. The first is an exposure-order effect that can influence attribute-based processing. The second is the effect of market entry-information that can result in theory-driven processing. The model was tested and supported across two experiments, which demonstrate that the effects of market entry-information and exposure-order on brand preference depend on attribute-type and the time between attribute encoding and preference construction. In contrast to previous research, conditions are identified where market entry-information has no effect on preference and where the second-encountered brand is preferred to the first.     

我国公众社会态度的现状及其对社会稳定的影响

在我国当前的社会转型期,公众的社会态度总体上较为乐观,但也有部分群众的社会态度呈现某种不确定性。由于公众的社会态度是反映社会稳定状况最重要的心理指标,它不但能够影响公众的社会行为和社会预期,而且还会影响到社会主流价值观的整合。因此,我国公众社会态度的现状必将对社会稳定构成威胁,需要引起注意。     

阻碍资本外流契约对区域经济的影响

阻碍资本外流契约不仅影响资本优化配置,也削弱代理人在优惠回报契约中的谈判力,从而使区域经济难以实现效用最大化.同时,在存在代理人道德风险的情况下,阻碍资本外流契约所规定的撤资高额违约金会妨碍区域经济总效用最大化的实现.应从制度上消除区域内外资本的等级差别,规定区域融资契约合理的法定有效期,并制定强有力的法律来制止区域融资主体迫使投资者与之签订只体现自己意愿的阻碍资本外流契约.     

基于个性和动机模式的两性领导风格差异性的实证分析

自20世纪70年代以后,两性领导风格的差异问题一直是学术争论和理论研究的主题。本文以政府部门为例,借鉴心理学的概念和工具,从领导者个性和动机角度,通过实证分析的方法,解释了两性领导风格的差异性,也进一步支持了两性领导风格存在差异的观点。     

西方货币金融理论的发展脉络及启示

作为一个独立的体系,货币金融理论在西方已经经历了将近一个世纪的发展历史,其发展历程可大致分为古典金融理论和现代金融理论两大阶段,在经历了从货币面纱论到货币经济论,再到金融经济论这样一个发展过程后,逐渐技术化和标准化。     

上市公司董事会与CEO关系治理理论述评

在上市公司这个结构系统中,董事会与CEO是其中至关重要的两个要素,以何种理论为指导来治理两者之间的关系,对上市公司的最终业绩表现起着决定性作用。鉴于此,本文对国外治理上市公司董事会与CEO关系的代表性理论,即代理理论、管家理论和资源依赖理论三个治理理论,进行了一个简要述评,然后结合三种治理理论的各自特性及董事会与CEO关系的动态性和复杂性进行了总结。     

基于代理理论与管家理论视角的家族企业的公司治理选择:一个理论框架

企业组织是一个非常异质性的组织,企业的不同治理选择潜在影响着企业的代理成本和管家态度,最终体现为能力和企业绩效上的重要区别.本文从代理理论与管家理论这两种不同公司治理视角,分析了家族企业公司治理的四个维度即家族所有与控制、家族领导能力、多个家族成员的广泛参与、以及家族传承计划与实际参与下的各自的代理成本和管家态度,以及对企业能力和绩效的影响.     

多元智能理论在大学英语教学中的实践应用及其启示

20世纪90年代,霍华德.加德纳教授(Howard Gardner)的多元智能理论(简称MI理论)被引入中国,并引起研究热潮。通过对以语言智能、数理逻辑智能、交际智能以及自我意识智能为主的教学方式进行实验研究,能够验证MI理论的切实可行性,并为促进大学英语教学以及学生发展提供有效参考。     

关联理论翻译观与应用翻译

关联理论翻译观为翻译研究提供了新的理论框架,对应用翻译实践有一定的指导意义。在应用翻译中,如果把关联理论中的"关联性"的概念明晰化,使其明确地蕴涵译文与交际目的(翻译目的)的关联性,关联理论翻译观就更能解释应用翻译实践中的问题。     

美国次贷危机形成机理及对我国经济的影响

最近,美国连续和集中爆发了一连串重大金融事件,全球经济增长缓慢,次贷危机的影响越来越大,可以这样说,美国金融危机目前已进入高潮。次贷危机通过金融渠道对中国经济的稳定与健康产生了直接影响,正是在这样的背景下,本文从经济增长的三驾马车—投资、消费、贸易三个角度来分析美国次贷危机对我国经济影响进行分析研究,并在此基础上提出我国应对的策略。