现代城市营销策略探析:以福建泉州为例

城市营销是形成城市竞争优势的重要途径,针对泉州内外环境所形成的优势、劣势、机遇、威胁,目前泉州市存在民营企业外迁,总部外迁、资金外流、税收外流,县域品牌和企业品牌高于城市品牌等问题。为此,应选择科学合理的城市营销策略,凸现城市特色,彰显城市竞争优势,为经济社会发展注入活力,达到全面提高泉州市竞争力的发展目的。     

城市品牌建构与传播视野下的城市电视新闻报道分析

传媒是城市的产物,却又反哺着城市,包括城市电视媒体在内的现代传媒对城市品牌的塑造和传播发挥着重要作用。城市电视新闻报道在传播城市品牌方面,有其独特的优势：在内容上关注城市百态、营造城市氛围、倡导城市文化、突出城市特色．报道手法和叙事语言上。多采用平民化的风格,表现形式丰富。它以动态日志的功能,每天以影像的方式记录着城市里发生的一切,它是当之无愧的城市品牌影像志。但它同时也因为其固有缺陷在一定意义上削减了对城市品牌的传播和影响力。我们需要通过主题新闻策划、提升新闻品质、提升媒体形象等举措在一定意义上提高城市品牌的传播效果。     

Examining the Role of Brand Equity in Business Markets: A Model,Research Propositions,and Managerial Implications

ABSTRACT

This paper presents a model of brand equity for business markets. It is argued that the potential benefits of branding and brand equity development have been neglected in business markets and that a general model and stream of relevant empirical research could be useful to managers in business markets depending on the situational nature of their market and competitive structure. The model adapts and extends existing brand equity literature to reflect the unique aspects involved in a business-to-business marketing context. The model developed considers marketing strategies as antecedents, two different classes of moderator variables, brand equity as a perception by the buyer or the market, a series of consequences of brand equity perceptions, and perceived risk as a moderator of the brand equity-consequences relationship. Propositions have been defined and discussed to help facilitate research and provide guidelines for industrial marketing managers.     

论城市营销中的文化管理

城市营销是基于城市资源的一种竞争战略,而城市文化是城市资源的核心组成,由此城市营销要特别关注城市文化管理。城市文化管理包括确立文化管理的价值取向;文化载体管理;创新管理;城市文化品牌创造管理。     

“放心消费”推动许昌消费升级问题研究

消费、投资、出口是经济增长的三大引擎,随着生活水平的不断提高,消费市场的增长显示出稳定增长的态势,本文以许昌市放心消费创建工作开展以来的成果和数据着手,分析许昌市在城市品牌、文化底蕴、商业模式、政策支持等方面的特点和优势,找出现行工作的掣肘和不足,结合消费升级培养经济发展新动能的政策趋势,从打造放心消费品牌、深化消费引导、畅通维权渠道、强化维权执法、创造优良环境方面提出有针对性的对策措施。     

Investigating the Advertising Antecedents to and Consequences of Brand Experience

Brand experience may contribute more to promotional efficacy than concepts such as brand personality/associations/equity/value/attitudes. Yet, little is known about whether managed advertising efforts might evoke more desirable brand experiences and promotional outcomes as a consequence of consumers’ brand experiences. This study examines antecedents and consequences that may be associated with brand experiences. Attitude toward brand name, connectedness to celebrity endorser, message fit, and visual imaging were investigated as antecedents. Brand attitude and brand distinctiveness were examined as consequences. The resulting insights add managerial rigor to advertising processes that currently are often managed more by gut than by reason.     

Interactivity,Inspiration, and Perceived Usefulness! How retailers’ AR-apps improve consumer engagement through flow

This study investigates the antecedents and outcomes of consumer engagement through AR apps and suggests a new conceptual model. The purpose of the paper is to examine how consumer engagement is shaped via AR apps, which eventually leads to a positive attitude towards brand and brand usage intent. To this end, a face-to-face survey instrument was administered to 350 participants in Turkey, where participants tried an AR app and then answered a questionnaire. The structural equation modeling (SEM) and Hayes' Process analyses were applied to test the hypotheses and moderated mediation relationships. Findings showed that interactivity and inspiration are two major antecedents of consumers' flow experience. The flow experience with AR can generate favorable attitudes towards AR apps and more trust in AR apps, which trigger consumer engagement with AR apps and then improve brand attitude and brand usage intent. The outcomes of flow experience with AR (i.e., attitude and trust) mediate the relationship between flow and engagement. Although perceived usefulness increases the effect of consumers' attitudes towards AR on engagement, it has no moderating effect on the relationship between trust in AR and engagement. Furthermore, the results of Hayes' Process revealed that the indirect effect of flow on consumers’ engagement with AR through attitude towards AR is moderated by perceived usefulness. So that, if AR marketers aim to strengthen the link between consumer flow experience and engagement via attitudes towards AR, they should therefore consider enhancing the perceived usefulness of AR. Surprisingly, perceived usefulness had no moderating effect on the indirect relationship between flow and engagement via trust. Finally, this paper discusses both the theoretical and managerial implications.     

Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes?

This paper considers corporate brand image, focusing on cognitive and affective brand attributes in the context of business schools. While previous research on university or institutional branding has studied these elements separately via cognitive (e.g., service or educational quality attributes) or affective criteria (personality traits of the corporate brand), this study investigates them jointly through behavioral responses (leading to positive recommendations about the corporate brand). This is important because brand equity such as positive word-of-mouth (or mouse) is derived from both attitudinal components, rather than being based on only one component. Drawing on an empirical survey of postgraduate (MBA) students from four business schools, the findings reveal that both cognitive and affective attitudinal components appear equally important in shaping corporate brand image. Further, when the mediating effect is investigated, interestingly, students' positive recommendations to schools depended largely on the affective (prestigious, adventurous, empathy and competence) rather than upon the cognitive brand attributes. This paper contributes theoretically to the corporate brand and consumer behavior literature by investigating both attitudinal components at a corporate brand level and investigates their effects on behavioral/conative response. The practical contribution of the paper and its managerial implications lie in the context of defining strategy in relation to positioning business schools in an increasingly competitive higher education market.     

杭州城市居民对会展效应的感知分析

以杭州城市居民为研究对象,通过"定性分析法"来了解城市居民是如何感知和评定会展对举办地城市发展及居民日常生活的影响。调查结果显示了许多不同领域的观点,其中一个较为普遍的观点是"利益感知的权衡取舍"或者可以解释成"两利相较取其重"。以此观点为前提,城市居民即便了解会展所能带来的负面影响,对经济效应的关注依然超过了对环境影响的关注。     

Measuring physical access to ‘healthy foods’ in areas of social deprivation: a case study in Cardiff

This paper examines some characteristics of ‘food deserts’– areas of social deprivation which have poor physical access to food shopping – in a large British city, Cardiff. The stereotype of the ‘food desert’ is critically examined, emphasizing the importance attached by residents of such areas to easy access to food shopping, especially in multiple supermarkets. The case study of Cardiff briefly discusses the identification of potential ‘food deserts’, and then examines the structures of ‘healthy food’ availability and prices in four areas of the city (two in the inner city, two in the outer city) where physical access to large multiple supermarkets is poor. The analysis shows that the local shops in these areas cannot compete generally with large supermarkets on either availability of items or their prices, but that the local shops in the inner city areas are rather more competitive than those in the outer areas. Implications for research and policy formulation are finally discussed.     

The impact of hotel attributes,well-being perception,and attitudes on brand loyalty: Examining the moderating role of COVID-19 pandemic

This research sought to investigate the relationships between hotel attributes, well-being perceptions, attitudes, and brand loyalty in the hotel context considering the COVID-19 pandemic. The results of the study's data analyses revealed how tangible and intangible hotel attributes improved individuals' well-being perceptions before and during the COVID-19, as well as how these perceptions in turn influenced cognitive attitudes, affective attitudes, and brand loyalty during these periods. Furthermore, the moderating role of COVID-19 was identified in the link between well-being perceptions and cognitive attitudes and in the association between cognitive attitudes and affective attitudes. In light of these findings, a discussion and insightful implications for both theory and practice were provided. Finally, the limitations of the study and future research directions were addressed.     

城市品牌依恋影响机理研究——基于上海、泉州、兰州、岳阳的实证分析

文章从消费者行为视角切入,运用结构方程的定量研究方法,通过"消费者—品牌"关系分析了利益相关者(居民、潜在迁入者、旅游者、投资者等)城市品牌依恋对其城市品牌忠诚的影响机理。实证结果表明,城市品牌个性、城市品牌享乐主义价值、怀旧情感、城市品牌涉入度对利益相关者城市品牌依恋的形成具有直接影响;利益相关者对城市品牌的依恋通过消费者—品牌关系(信任、满意、承诺维度)对其城市品牌忠诚产生显著影响。     

Building brand credibility: The role of involvement,identification, reputation and attachment

The aim of this study is to propose a conceptual framework for building destination brand credibility. This research proposes a novel framework to explore the antecedents of destination brand credibility based on four constructs: enduring culture involvement, destination brand identification, destination brand reputation and destination brand attachment. The data used to assess the proposed research model was collected through in-person-administered surveys conducted in Indonesia and Spain. The study shows that destination brand credibility is influenced by enduring cultural involvement, destination brand identification and destination brand reputation. In addition, destination brand attachment partially mediates the relationship between destination credibility and the three antecedents. The findings contribute to the relevant literature by improving the knowledge of the antecedents of destination brand attachment and destination brand credibility.     

Antecedents and consequences of brand attachment: A literature review and research agenda

Consumers develop powerful connections with brands and they feel a strong bond or attachment to favourite brands that can lead to re-purchase behaviour, reduced price sensitivity and increased customer loyalty. Gaining greater in-depth knowledge of brand attachment offers a powerful means of understanding and facilitates modelling the mechanisms for achieving greater profitability and increased revenue for firms. The purpose of this paper is first to map the antecedents, mediators and consequences of brand attachment; second to provide scholars with a map of prior research as a starting point for future research; and third to offer insights to extend understanding of how consumers relate to and engage with brands. The antecedents to brand attachment are categorized under five headings: brand-related concepts; self-brand connection and connection; congruence and the self; emotional drivers of brand attachment; and service-related concepts. The consequences of brand attachment are categorized as: brand loyalty and switching resistance; purchase intentions and willingness to pay; and word of mouth. The review and future research agenda utilize the Theory, Context, Characteristics, Methodology structure: (T) theory and concepts; (C) context and industry sectors; (C) characteristics (antecedents, mediators and consequences); (M) methods used in prior research. Recommendations focus on: social media marketing; social media marketing influencers and psychological ownership.     

An empirical investigation on the antecedents of consumers’ cognitions of and attitudes towards digital signage advertising

This paper investigates the antecedent factors of consumers’ perceived values and attitudes towards digital signage advertising in a structural model. The results of this study revealed that four key antecedents (i.e. informativeness, involvement, entertainment and targeting) affect consumers’ attention to digital signage advertising and perception of advertising values. This study shows that attitudes towards digital signage and perceived interactivity with it also affect consumers’ attitudes towards digital signage advertising. This, in turn, influences positive attitudes towards a brand and higher purchase intentions.     

Exploring the Importance of Gay‐friendliness and its Socialization Influences

Gay men and lesbian consumers are increasingly representing a desired target audience for brands seeking to build brand loyalty in an under‐tapped market. The existing literature on marketing to gay men and lesbians suggests that brands targeting this market should position themselves as gay‐friendly. Nevertheless, little is known about consumer perceptions of gay‐friendliness, its antecedents or the socialization processes relevant to establishing a brand's gay‐friendly claim. This paper attempts to fill this void by reporting the results of a survey of gay men and lesbian consumers. The survey assessed the factors involved in perceptions of gay‐friendliness, socialization sources and the relationship between gay‐friendly brand claims and attitudes towards the brand.     

Brand Authenticity: Testing the Antecedents and Outcomes of Brand Management's Passion for its Products

While customer orientation is accepted as a core marketing principle, this research suggests that an opposing orientation—product orientation—may offer an advantage. Managers who follow a product orientation focus on products that interest and inspire them rather than on products that fulfill consumers’ desires. This research suggests that a consumer's perception that managers follow a product orientation is consistent with prior conceptualizations of brand authenticity. That research suggests that brands perceived as authentic are evaluated more positively, yet that research does not empirically assess brand authenticity's effects nor suggest its antecedents. To fill this gap, the authors develop a conceptualization and model of brand authenticity grounded in self‐determination theory, attribution theory, and extant authentic human brand research. Brand authenticity is defined as the extent to which consumers perceive that a brand's managers are intrinsically motivated in that they are passionate about and devoted to providing their products. The model proposes four antecedents of brand authenticity—two related to rare brand behaviors (uniqueness and scarcity), and two related to stable brand behaviors (longevity and longitudinal consistency). It also proposes two perceptual outcomes of brand authenticity—expected quality and trust. Two 2 × 2 experiments (n = 136 for Study 1; n = 155 for Study 2) demonstrate a positive impact of the antecedents on brand authenticity and of brand authenticity on the outcomes. Brand authenticity mediates these effects.     

我国生态城市公众环境意识现状调查研究——以天津市为例

生态城市作为一个新兴的城市定位,已被广泛的运用到许多城市品牌塑造之中。在生态城市的塑造中,政府大力推动、全社会共同参与,是实现生态城市品牌的有效途径。生态环境意识作为衡量一个国家或地区环境保护水平的重要标志,对生态城市建设发展有着巨大的推动作用。本文选取天津作为生态城市的代表,从公众环境科学知识的认知状况、公众接受环境知识的传播渠道、公众环境保护的参与意愿等几个方面,对天津市公众环境意识现状展开调研。结果表明,天津市公众环境意识在许多方面仍有待提高。并在此基础上,对我国生态城市公众环境意识的提高提出了建议。     

Relationship norms and media gratification in relational brand communication

Brands are increasingly engaging in relational communications, which are personalized or privative messages sent to regular customers as part of a company's relationship marketing strategies. However, little is known regarding the underlying processes governing the creation of targeted relational outcomes. Drawing on the social theory of relationship norms, this study shows that by influencing the nature of media gratification, contextual communal norms rather than exchange norms have a stronger effect on how gratification contributes to attitudes toward the media and brand gratitude as significant media-related antecedents of brand commitment. Of particular interest, this study reveals that communal media gratification (in contrast to exchange media gratification) contributes the most to gratitude outcomes, whereas it only slightly influences media attitudes. The implications of these findings are significant for brand communication researchers and managers.