The Relation Between Brand-name Linguistic Characteristics and Brand-name Memory

Copytesting results from a commercial copytesting firm were used to assessthe relation between the presence of linguistic features in brand names and memory for those names. Brand names in the ads being tested (<I>n</I> = 480) were coded on 23 linguistic properties, of which 11 occurred with sufficient frequency to be retained for analysis. Regression analyses tested for the association between linguistic properties of the brand names and brand-name memory as a function ofbrand-name familiarity,controlling forexecutionalvariables.Resultsrevealed thatthree linguistic variableswerepositively related to brand-name memory (semantic appositeness, paranomasia, initial plosives), but only for less familiar brands. Two linguistic variablesshowed main effectsfor brand-name memory: unusual spelling (positive) and blending (negative). However, the effects for unusual spelling and blending were also qualified by the same interaction with familiarity: The effects were stronger for less familiar brands than they were for more familiar brands. These results are interpreted within Craik and Lockhart's (1972) depth of processing framework and implications for the naming of brands are discussed.     

"大牌"的强势悖论

据说,最近最吸引眼球的事情之一是:一批收入最高的中国作家,(我称之为大牌作家)与中国市值最高的互联网公司百度,就百度文库是否侵犯作家版权一事闹得不可开交。     

跨国公司在中国的品牌战略

品牌战略是跨国公司在中国市场的重要战略之一,也是中国企业最不擅长的战略。本文对跨国公司在中国的品牌战略进行了初步总结,从品牌定位、品牌渗透、品牌阻击及品牌本土化四个方面进行分析,并论述跨国公司在中国的品牌战略各个阶段的特点。最后提出应对原则及措施。     

中国家电业OEM/ODM/OBM跨国经营战略的转变

品牌战略的选择决定了企业跨国经营的方式和路径。OEM作为重要的合作加工模式，为中国家电企业迈向国际市场提供了捷径。OEM为中国家电企业带来协同效应、规模效应的同时，也存在边际利润微薄、外销渠道无法控制、市场稳定性差的缺陷。OEM向ODM／OBM的战略转变，预示着以授权贴牌加工为主的中国家电企业创牌经营的决心。OEM向ODM／OBM的战略转变，将帮助企业在多元化品牌输出战略中逐步建立起核心竞争力，为从代加工企业到自有品牌输出企业的角色转变提供战略参考。     

Building and Maintaining Effective Buyer-Seller Relationships

Abstract

O'Grady and Lane (1996) have observed that Americans and Canadians have difficulty establishing the rapport for effective buyer-seller relationships, and that Canadians are especially disadvantaged. This article explored the marketing activities that American and Canadian managers preferred to establish these relationships. Differences were found in both relationship marketing and marketing mix factors. The Americans were significantly more committed to relational activities, building relationships based on respect, shared goals, personal trust and making sure everyone received the expected benefits. The Canadians focused more on pricing, and helping out when asked or needed. To do lists are offered for making each more effective with the other.     

Old Money

No abstract available for this article.     

Maintaining monetary policy top priority in Shanghai

The Shanghai headquarters of the central bank said it will stick to its relatively easy monetary policy in the second half to consolidate local economic growth on July 30.     

浅谈埋刮板输送机链条维护与保养

江苏连云港港口股份有限公司东润分公司主要经营散粮的装卸、堆存及相关港务管理业务服务型单位。在装卸系统中,550T／H埋刮板输送机是我公司输送散粮的主要设备,对于安全生产起着至关重要的作用。埋刮板输送机故障多为断链事故,根据多年的实践维修经验及运行管理,主要就如何正确维护保养链条进行探讨。