Firm-hosted online brand communities and new product success

Many firms use online brand communities to support the launch of their new products. This study proposes a typology of firm-hosted online brand communities and examines whether such a classification system can improve predictions of new product success. A cross-industry analysis of 81 firm-hosted online brand communities shows that these communities reflect three archetypes. A subsequent survey of 170 community-hosting firms in the consumer durable goods industry reveals that the three types of communities are not equally important for new product success. Moreover, one archetype generally underperforms the other two as a new product support mechanism. Overall, the results demonstrate that firm-hosted online brand communities can be a predictor of new product success.     

Effects of offline ad content on online brand search: insights from super bowl advertising

Individuals watch TV shows while simultaneously and/or immediately searching online. Thus, the content of offline TV ads can affect online brand search, a key predictor of sales. Yet there are few insights on the effect of offline ad content on online brand search. We develop hypotheses relating the informational and emotional content of TV ads on online brand search, independently, and in conjunction with two attentional content elements of the ad campaign, prior media publicity and brand website prominence in the TV ad. We test the hypotheses using a quasi-experimental study, the telecast of TV ads on the annual Super Bowl event between 2004 and 2012 (n = 293 observations). We measure online brand search by online brand search lift, i.e., the growth in online brand search following the telecast of the brand’s ad on Super Bowl. The findings indicate that the informational content of the TV ad increases online brand search, while both attentional content elements decrease this effect. We find no support for the effect of emotional content of the TV ad on online brand search. Our findings extend marketing theory on online search and generate managerial implications for designing TV ads to increase online brand search.     

虚拟品牌社区成员参与的影响机制研究——基于畅快体验的视角

虚拟品牌社区是一个有效的传播平台,也是企业顾客关系管理的有效途径,而促进社区参与是虚拟品牌社区成功运营和发展的重要前提.基于体验的视角,建立包含社区价值、畅快体验、品牌认同的社区成员参与的影响机制模型,并对虚拟品牌社区成员参与的动机进行实证研究,得出结论:互动价值对社区参与有积极的影响作用;畅快体验在互动价值对社区参与...     

C2C电子商务中消费者网络信任影响因素的实证分析

近年来,电子商务在中国取得了长足的发展,我国网民的网购行为多发生在C2C平台。消费者信任在C2C在线交易中起着举足轻重的作用。通过建立影响C2C电子商务中消费者信任的因素模型,在对问卷调查所得数据总结和分析的基础上,采用李克特五级量表对影响因素的层次进行了划分。实证研究结果表明,影响消费者信任因素的重要性依次为:对第三方保障的信任、感知网页质量、对网店服务的感知、个人信任倾向、它人信任和对网店形象的感知。最后提出:加强社会信任体制建设和诚信教育,适时地推出合理的第三方保障手段等增强我国C2C电子商务网络信任的政策建议。     

Enhancing consumer engagement in an online brand community via user reputation signals: a multi-method analysis

Journal of the Academy of Marketing Science - Generating and maintaining consumers’ engagement in online brand communities is critical for marketing managers to enhance relationships and gain...     

社区治理模式改革探索——基于新公共管理理论

现有的治理理论无法为政府主导型的社区模式改革提供具体的实施途径,我国社区治理失灵的现象比比皆是。新公共管理中＂政府再造＂原则、战略与工具为我国社区管理改革提供了可以借鉴的模式,即获得授权的社区、居民驱使的社区、协作型社区、企业型社区与竞争型社区。     

Should a quality sub-brand be located before or after the parent brand? An application of composite concept theory

The author examines the effectiveness of quality sub-brands in creating quality images through the formation of inferential quality beliefs for both weak and strong brands. The sub-brands are examined as either headers (placed before the parent brand) or modifiers (placed after the parent brand). In Study 1, alpha-numeric sub-brands show that both header (e.g., XL500 Hyundai car) and modifier (e.g., Jaguar XL500 car) sub-brands enhance the perceived quality of weak and strong brands but provide greater enhancement for weak brands. Ratings of the 141 subjects indicate that a header sub-brand is more effective than a modifier sub-brand for weak brands (e.g., XL500 Hyundai car > Hyundai XL500 car), whereas a modifier sub-brand is more effective for strong brands (e.g., Jaguar XL500 car > XL500 Jaguar car). The findings indicate greater differences between the header and modifier sub-brands for weak brands than for strong brands. In Study 2, foreign sub-branding stimuli result in similar findings.

在线消费者信息分享意愿的效用研究

文章旨在探索B2C交易环境下在线消费者建立信任、分享个人信息的效用问题。在线消费者受到企业的道德素养、社会影响、环境保护和政治观点等方面的影响,产生信任情感倾向,进而愿意分享个人信息;另一方面,在企业的隐私保护策略和隐私声明条件下,消费者将公开个人信息所获得的折扣、优惠券和赠品等作为收益,将信息在不知情情况下被泄露、误用和滥用作为损失,收益与损失共存的状态下,引入消费者效用最大化原则构建感知价值效用函数。消费者会从效用最大化的角度权衡公开个人信息后将面临的风险与收益,确定是否确立对企业的信任,并考虑是否将自己纳入到企业的知识体系中,帮助其建立完善而有效的知识管理系统。     

与社区自治协同的长株潭城市社区信息化发展模式研究

文章从党和国家加强社会主义和谐社区建设要求出发,论证了社区信息化与和谐社区建设的关系,对长株潭城市社区信息化建设目前存在的问题分析进行了深入的调查分析,在此基础上提出了长株潭城市社区信息化可持续发展思路,即与社区自治协同的长株潭城市社区信息化发展模式,并对“从社区政务入手重构基于IRP的长株潭城市社区信息资源整合模式”等长株潭城市社区信息化一系列措施进行了探索。     

Negative word of mouth can be a positive for consumers connected to the brand

It is widely accepted, and demonstrated in the marketing literature, that negative online word of mouth (NOWOM) has a negative impact on brands. The present research, however, finds the opposite effect among individuals who feel a close personal connection to the brand—a group that often contains the brand’s best customers. A series of three studies show that, when self–brand connection (SBC) is high, consumers process NOWOM defensively—a process that actually increases their behavioral intentions toward the brand. Study 1 demonstrates this effect using an experimental manipulation of SBC related to clothing brands, and provides process evidence by analyzing coded thought listings. Study 2 provides convergent evidence by measuring SBC associated with smartphones, and followup analyses show that as SBC increases, the otherwise negative effect of NOWOM steadily transforms to become significantly positive. Study 3 replicates these results using a combination of a national survey conducted by J.D. Power investigating hotel stays and data drawn from TripAdvisor. Results of all three studies, set in product categories with varying levels of identity relevance, support the positive effects of NOWOM for high-SBC customers and have implications for both managers and researchers.     

B2C网站顾客购物体验与顾客忠诚关系研究——基于整体网络产品的视角

随着互联网发展日益完善,人们逐渐将注意力从产品和服务的质量转移至体验上。文章结合整体网络产品理论,从初始产品用户体验、信息产品用户体验和产品平台用户体验这三个层面来理鳃B2C网站的购物体验。并以顾客忠诚的影响机制为出发点,探讨了体验与忠诚的关系,提出了本研究的模型和假设。通过问卷调查的方法得出了以下结论：（1）B2C网站购物体验对态度忠诚有正向影响;（2）B2C网站购物体验对行为忠诚部分有正向影响;（3）态度忠诚对行为忠诚有显著的正向影响;（4）认知需求在B2C网站购物体验影响态度忠诚、行为忠诚中调节效果不显著。     

Consumer brand relationships: an investigation of two alternative models

Many studies have proposed the use of the relationship metaphor to enhance the understanding of the relationship between consumers and brands. However, few studies have empirically tested consumer–brand relationship models. In this paper, the authors argue that the success of developing empirical models of consumer–brand relationships depends on the adequacy of the metaphoric transfer. The authors compare two models of consumer–brand relationships—the brand relationship quality (BRQ) model and the relationship investment (RI) model on the basis of empirical fit and model interpretation. They modify both models to better accommodate less involving relationships and test them in two studies. The findings suggest that the modified RI model offers a straightforward interpretation of consumer–brand relationships that vary in intensity. The results from the BRQ model are less clear, though further refinements of the model demonstrates the increased potential of the BRQ model compared with traditional attitude models to explain relationships between consumers and brands.     

基于品牌传播模型的搜狐视频品牌传播策略研究——以独播《第二季中国好声音》为例

搜狐视频已经成为网络视频行业品牌传播和品牌建设上的佼佼者。凭借众多品牌传播成功案例,搜狐视频不断提高其自身的品牌建设和品牌影响力。本文以搜狐视频品牌传播模型为基础来研究搜狐视频品牌传播的一般过程,揭示搜狐视频现阶段以传播内容和渠道为品牌传播的重点。在此基础上对2013年搜狐视频借助《第二季中国好声音》独播的成功案例进行分析来具体论述搜狐视频借助强势内容进行的品牌传播的策略和做法。笔者认为搜狐视频在此次品牌传播中的策略主要有三个:第一,在内容上,通过衍生自制来展现自身的内容策划和制作能力,凸显出内容的魅力;第二,在产品上,通过优化多屏互动的用户体验,扩大了搜狐视频在网络视频移动端的优势地位,占领移动了蓝海;第三,在渠道上,搜狐视频利用搜狐矩阵,动员全网的资源为自身进行品牌传播。     

Exciting red and competent blue: the importance of color in marketing

From beverages to consumer electronics, marketers are using color in innovative ways. Despite this, little academic research has investigated the role that color plays in marketing. This paper examines how color affects consumer perceptions through a series of four studies. The authors provide a framework and empirical evidence that draws on research in aesthetics, color psychology, and associative learning to map hues onto brand personality dimensions (Study 1), as well as examine the roles of saturation and value for amplifying brand personality traits (Study 2). The authors also demonstrate how marketers can strategically use color to alter brand personality and purchase intent (Study 3), and how color influences the likability and familiarity of a brand (Study 4). The results underscore the importance of recognizing the impact of color in forming consumer brand perceptions.     

品牌社群认同对品牌忠诚的影响研究

从品牌社群认同切入,以新奇军作为研究对象,构建社群认同影响品牌忠诚的概念模型。实证研究表明,不同层次的社群认同对品牌认同和社群承诺的影响存在差异,并验证了社群认同如何通过品牌认同和社群承诺作用于品牌忠诚的具体路径。     

An exploratory study of business-to-business online customer reviews: external online professional communities and internal vendor scorecards

This research examines the increasing use of online customer reviews in business-to-business (B2B) decision making. In contrast with other research on B2B decision making, we study a unique aspect wherein buyers draw on two sources: external reviews posted on online professional communities and internal reviews in the format of vendor scorecards. This method creates a conundrum: What happens when a buyer is confronted with conflicting reviews from two different sources? To shed light on this problem, we (1) interviewed 48 B2B buyers, (2) conducted a field experiment with 293 B2B buyers to examine the effect of review source, (3) conducted a second field experiment with 587 B2B buyers to examine the effect of conflicting reviews, and (4) solicited insights from 82 B2B buyers regarding the findings. The results indicate that B2B buyers are driven to resolve differences in reviews rather than to dismiss negative reviews. In addition, even positive internal reviews prompt exploration to confirm that relational bias is not present.     

基于第三方平台的C2C网络商店品牌战略的实施

随着我国互联网普及率的显著增大,网络购物呈逐年大幅度递增的趋势,网络开店或是网络购物,不仅是一种时尚,更成为一种生活的方式。笔者从网络商店自身发展需要和消费者心理效应两方面来分析网络商店实施品牌战略的意义,总结出网络商店实施品牌战略的几大可行策略,包括对店铺域名和店名的选择,网店的外观设计和内部布局,网络平台推广渠道、网络公共关系的运用,注重商品品牌和质量等。     

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。     

新型社区公共服务的多维提供模式探讨

我国城镇化进程中,出现了农村社区、农民工社区、企业社区等新型社区,有效提供公共服务是建设新型社区的基本前提。通过对全国31个省、自治区和直辖市的地方一般公共财政支出进行面板数据计量分析,实证结果表明我国新型社区公共服务供给主体单一、提供不足以及非均等化等问题依然存在。应当转变现行新型社区公共服务的政府主导提供机制,构建多维提供模式,提高新型社区公共服务的供给效率。     

Marketers’ use of alternative front-of-package nutrition symbols: An examination of effects on product evaluations

How front-of-package (FOP) nutrition icon systems affect product evaluations for more and less healthful objective nutrition profiles is a critical question facing food marketers, consumers, and the public health community. We propose a conceptually-based hierarchical continuum to guide predictions regarding the effectiveness of several FOP systems currently used in the marketplace. In Studies 1a and 1b, we compare the effects of a broad set of FOP icons on nutrition evaluations linked to health, accuracy of evaluations, and purchase intentions for a single product. Based on these findings, Studies 2 and 3 test the effects of two conceptually-different FOP icon systems in a retail laboratory in which consumers make comparative evaluations of multiple products at the retail shelf. While there are favorable effects of each system beyond control conditions with no FOP icons, results show that icons with an evaluative component that aid consumers’ interpretations generally provide greater benefits (particularly in product comparison contexts). We offer implications for consumer packaged goods marketers, retailers, and the public policy and consumer health communities.