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1.
Studies examining the persuasive effects of guilt appeals have yielded mixed results. The current study hypothesizes that source motive (profit versus not for profit) is a key moderating variable underlying these inconsistences. A controlled experiment tested the moderating role of sponsor motive on the relationship between guilt-appeal intensity and persuasiveness of the appeal and ad liking. Findings confirmed the notion that sponsor motive moderates the effects of guilt appeals: When guilt appeals are commercially oriented there is a relative failure of high-intensity guilt appeals compared to moderate-intensity guilt appeals. Moderate-intensity guilt appeals cause more-positive brand attitudes than high-intensity appeals. Yet, when guilt appeals are nonprofit, increases in intensity of guilt communicated lead to positive results. As the guilt-intensity increased, ad liking and persuasiveness increased. It appears that guilt-appeal intensity did not have an effect on brand attitudes when the message was nonprofit.  相似文献   

2.
ABSTRACT

In advertising literature, an area rarely explored is cross-cultural studies on celebrity endorsements. A good deal may be learned from understanding how a culture's communication style can shape the type of advertising most effective for that culture. This study examines the creative styles (creative executional factors) found in the advertising of Korea and America. The two countries represent two distinct cultures—Korea being a collectivistic culture and the United States being individualistic. Both cultures affect the norms and rules that guide their inhabitants’ behavior, directly affecting communication styles. The study finds that embedded in the use of celebrity endorsement are cross-cultural characteristics. The details of these findings will be useful to international advertisers executing celebrity endorsement campaigns in different cultural settings.  相似文献   

3.
ABSTRACT

A common source of conflict in the relationship between restaurant franchise and franchisee involves advertising fees. Conflict arises when the franchisee feels that he or she has not received an adequate return on his or her advertising investment. This paper reports the results of a study conducted on both the short-term and long-term effectiveness (duration) of advertising among restaurant chains. The findings suggest that only a small proportion of restaurant chains enjoy immediate, positive returns to their advertising fees. However, over half of all chains examined realized a significant carryover effect of advertising. Several explanations are offered as to why these results are found and recommendations are made as to how restaurant chains should react to these findings.  相似文献   

4.
出版物物流是出版物发行的重要组成部分,是连接出版物生产与消费的纽带和桥梁。本文认为,实现出版物物流标准化是提高出版发行业经济效益,实现社会效益,降低企业乃至全行业流通总成本,促进产业发展的主要途径。文章指出了我国在出版物物流标准的制订、贯彻、执行等方面存在的主要问题即缺乏出版物物流相关标准,尚未形成标准体系,已有的标准和规范执行贯彻不力,企业各自为政、缺乏数据交换与共享等,并在此基础上提出了我国出版物物流标准化的实施建议,为制定出版物物流发展战略与政策,促进我国出版发行业健康发展提供决策支持。  相似文献   

5.
Non-premium brands occasionally emulate their premium counterparts by using ads that emphasize premium characteristics such as superior performance and exclusivity. We define this practice as “advertising up” and develop hypotheses about its short- and long-term impact on advertising elasticity and brand equity respectively. We test the hypotheses in two large-scale empirical studies using a comprehensive dataset from the automotive industry that includes, among others, the content of 2317 television ads broadcast over a period of 45?months. The results indicate that advertising up increases (decreases) short-term advertising elasticity for non-premium products with a low (high) market share. The results also show that an intensive use of advertising up over time leads to long-term improvements (reductions) in brand equity for expensive (cheap) non-premium products. Furthermore, an inconsistent use of advertising up leads to reductions in brand equity. The results imply that managers of non-premium products with a low market share can use advertising up to increase advertising effectiveness in the short run. However, advertising up will only generate long-term improvements in brand equity for expensive non-premium products. Finally, to avoid long-term reductions in brand equity, advertising up should be consistently used over time.  相似文献   

6.
This article discusses the alleged anti-corruption effects of procurement reforms by presenting the European Act on Public Procurement and the increasing number of appeals filed by suppliers due to perceived misevaluations of tenders and perceived impairments of transparency. The delays and costs that arise from this right to appeal are studied in the Swedish context with the aim of contributing to the debate on corruption in two ways. First, instead of using the modern definition of corruption, the ancient definition is introduced to explain anti-corruption efforts, focusing on corruption as deviations from a pristine standard as opposed to corruption as the abuse of public power for private gain. Second, it will be argued that the fight against corruption in the practical implementation of the European Act on Public Procurement jeopardizes efficiency and might devaluate competence. However, striving for the total elimination of corruption–an evil that has to be fought disregarding the consequences–is integral in the war against it. Thomas Taro Lennerfors is a doctoral researcher in Industrial Economics and Management at the Royal Institute of Technology, Stockholm, Sweden (KTH). He is specialised in managerial aspects of corruption.  相似文献   

7.
广告市场发展的不规范性使得政府的广告监管工作成为必然。广告监管的理念应以促进广告行业良性、健康发展为导向,在整体、动态、开放的监管方式下创新监管模式,客观公正地为广告主、广告经营者、广告发布者以及受众服务。  相似文献   

8.
We develop a model to explain why firm behavior differs in the market for small cars. Firms such as Honda compete in output (Cournot) and produce marketing campaigns with universal appeal, while firms such as Scion compete in price (Bertrand) and produce targeted marketing campaigns. We show that this mixture of Cournot and Bertrand behavior can occur when advertising rotates demand. When behaving as a Cournot-type firm such as Honda, it is more profitable to pursue a mass-market advertising campaign that rotates demand counterclockwise when it faces relatively low unit costs and a flat demand function. When behaving as a Bertrand-type firm such as Scion, it pays to pursue a niche-market advertising campaign that rotates demand clockwise when it faces relatively high unit costs and a steep demand.  相似文献   

9.
This study examined the drivers of climate change innovations and the effects of these innovations on firm outcomes in a sample of 203 firms in the South Australian wine cluster. The results of structural equation modeling analysis suggest that absorptive capacity has a direct effect on climate change innovations, and stimulates knowledge exchanges (KEs) between firms in the cluster. KEs between firms in the cluster in turn directly affect the climate change innovations. The findings suggest a perhaps counterintuitive interrelationship between firm- and cluster-level impacts, in which KEs between firms in the cluster play a partial mediating role in the innovation process. The study further finds that climate change innovations are related to firm performance (FP) and reductions in greenhouse gases (GHGs): mitigative innovations lead to greater GHG reductions while adaptive innovations impact on FP. Contributions of the findings are discussed, as are future research directions.  相似文献   

10.
The effects of media, product and advertising strategy variables on consumers' thoughts and feelings are investigated. Both direct and indirect paths from the advertising variables to ad persuasiveness measures are also analysed with the indirect paths leading through affective and cognitive responses. Two hundred and forty television and magazine ads are analysed with respect to advertising variables, affect, cognition and ad persuasiveness. Results indicate that advertising variables are indirectly linked to ad persuasiveness with the indirect path occurring through affective and cognitive responses.  相似文献   

11.
旅游开发作为民族地区政府主导的经济行为,它所造成的社会影响与移民、传媒、族际交流等因素有着本质区别。选取了分别处于旅游影响辐射地带和核心区的两个村庄,采用实证研究法,以风俗礼仪、工艺传承、宗教节庆为测量指标,观测旅游环境中民族文化的变化特征,发现民族文化持有者群体在不同程度表现出实践行为和精神认同的分裂,在旅游业起步、发展阶段的背弃和成熟阶段的回归,集中体现了民族旅游区的文化嬗变是一个通过文化元素的生态制衡和文化主体的自觉选择,最终达成生态适应的过程。  相似文献   

12.
吕波 《商业研究》2011,(5):89-93
中国饭店业是中国改革开放最早的行业,也是最早接触国际先进水平的行业,很多优秀的企业管理方法最先在饭店业中应用进而逐渐推广开来。但因脱胎于计划经济时代的中国饭店业,发展受到我国市场经济发展水平和体制转轨因素的双重制约,同发达国家的饭店业相比,我国饭店业缺乏与之公平竞争的制度平台。为此,中国饭店业面对国际市场的竞争,如何形成有效的走出去战略,是目前尚需充分研究的战略管理领域。  相似文献   

13.
SUMMARY

Sponsorship of the arts is growing as a marketing communication method, and companies are using this tool to achieve various business objectives. These include branding, corporate hospitality, and building community relations. The activities that the companies engage in to promote the sponsorships are guided by the objectives they wish to achieve. Additional leveraging is supported by advertising and public relations for branding. For corporate hospitality, promotional support is vested in personal selling with public relations initiatives. For community relations, promoting the sponsorship is focused primarily on public relations activities with an emphasis on personal selling.  相似文献   

14.
石俊 《北方经贸》2014,(12):50-52
从20世纪后半期开始,印刷术时代没落,随之而来的是电视、广播、互联网乃至手机媒体的蒸蒸日上。以手机为代表的新媒体开始以全时、全速、全域、全民的特点充斥在快速成长的青少年生活中,青少年作为主流文化消费者在文化消费中所表现出来追求时尚、注重体验、忽略发展性消费的特点在一定程度上对传统文化家庭的消费决策产生影响。这种影响从根本上不可逆转地改变了传统家庭交流方式,家长被青少年感染,变身孩童化大人,青少年在相对自由的环境中真正得到了身份认同。由此看来,青少年的流行风格与传统家庭文化的碰撞,技术的发展和创新有利于推动传统文化机制的现代化创新。  相似文献   

15.
New ventures as well as new business units experience significant difficulties in finding a viable business model. They often need to adapt their initial business model due to the presence of uncertainty and ambiguity. Technology-based companies are confronted with particularly high degrees of uncertainty and ambiguity. We hypothesize that adaptation is crucial for the performance (measured as survival) of these businesses, but that this effect is moderated by the (in)dependence of the new technology-based business and by the industry in which it is active. We test the adaptation-performance hypothesis through a survival analysis of a sample of 117 independent new ventures and business units. Our findings suggest that adaptation is beneficial in less mature, capital-intensive and high-velocity industries but not so in more mature, stable industries. Also, adaptation reduces failure rates in dependent business units as compared to independent ventures.  相似文献   

16.
金真 《中国市场》2009,(32):25-26
分析中部物流的特点,正视自然资源分布是影响物流产业分布的重要因素,明了中部物流产业集聚应是依托能源工业和制造业所形成,对河南省能源(煤炭)产业链物流发展进行研究,将有助于找到突破中部物流发展瓶颈的良方。  相似文献   

17.
中药企业的SWOT分析及战略选择   总被引:2,自引:0,他引:2  
本文认为,在经济全球化的浪潮中,传统的中药行业要迈出国门走向世界,就需要实施新的发展战略。第一,加强质量管理,推进中药剂型改革,提高自身竞争力;第二,寻求全球合作伙伴,建立国际化的价值链;第三,注重中西文化的融合;第四,运用绿色产品策略、绿色价格策略、绿色渠道策略与绿色促销策略。  相似文献   

18.
We investigate the moderating role of national openness to foreign markets on consumer responses (attitude to ad, brand and purchase intention) to different degrees of advertising adaptation in Belgium, Iran and India. We operationalize three levels of advertising adaptation (standardization, glocalization and adaptation) by manipulating the model (international versus local celebrity) and advertising copy (international versus local advertising copy). The results show that societies with a low openness to foreign markets respond more positively to fully adapted ads than to glocalized and standardized ads. The differences in responses decrease with national openness.  相似文献   

19.
产业集群是一个复杂自适应系统,其中企业家个人处于将技术、集群向前推进的最好位置.然而,在现有的集群文献中,很少从复杂系统的角度研究企业家与产业集群成长的互动关系.从复杂系统理论研究发现,在企业集群形成和发展的所有阶段,企业家的动力作用都是极其明显的,企业家是集群发展的原动力.  相似文献   

20.
手机对于营销最大的价值,在于无可比拟的精准度及即时互动性,手机营销已成为营销专家们不容忽略的话题。以酒店行业为依托,在研究手机营销意义的基础上,分析了手机营销在酒店行业中的阶段性运用,并探讨手机营销的新模式。  相似文献   

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