浅谈影响消费者对唐装态度的因素

唐装因其明亮的色彩、华贵的质料、传统的设计和制作工艺而广受好评,既透露出浓郁的东方韵味,而又具有现代服装的自由洒脱,在世界上也引起了一股不小的民族服饰风潮。本文对影响消费者对唐装的态度的因素进行研究,分析消费者心理,总结其中的原因,从而有助于分析唐装市场的发展及前景。影响因素主要包括:民族情感深厚;民族精神的体现;社会地位的差异。本文还对唐装企业提出一些建议,在唐装的设计上,将传统与时尚并举;对于唐装的品牌要开展多方面、多层次、多形式的宣传。     

领跑

这是一个品牌决定市场的年代。经过时光的磨砺,民族产业的发展已不局限于区域空间。经济全球化影响产品的定位与受众．只有传承优秀的民族遗风．才有可能成为世界的领跑者。中国民族饭店产业起步较晚,但凭借东方文明古国富有内涵的文化底蕴．在饭店设计与建筑．管理经营与服务等方面不但与国际接轨,而且形成了独特的风格。其中不乏中国民族饭店品牌中的佼佼者．在     

基于语料库的国外知名医学品牌宣传话语研究

随着公众的健康意识逐年增强,民众对医学类产品有强大的需求。与此同时,比起国内的医学品牌,国外的医学品牌在国内更受欢迎。对于国内品牌的不信任感有很大一部分可归咎于具有误或具有导性的宣传信息。因此,本文运用了语料库和宣传语言分析相结合的方法,对国外知名医学品牌的广告进行了主题词和检索行的分析,从外国品牌的品牌构建,来解读其宣传策略中的特征,从而为中国民族的医学品牌的宣传提供了一些建议。     

从云南白药看民族品牌的振兴之路

民族品牌曾经一度让人理解为“鸡肋”，成长于中国博大精深的民族文化底蕴中的民族品牌在西方现代营销规则的兴起中逐渐被一代强于一代的消费者“淡忘”。我们当然不能将责任归咎于民族文化背景与现代营销的差异，而是应该更多地思考如何让民族文化在现代营销的规则下成为支撑品牌价值的强大力量。也许，误区就在于——人们经常认为民族文化在这个全球融合的品牌意识下本身就是落伍的。但是，云南白药牙膏的成功让我们彻底改变了这个印象。     

云“锦”2009聚焦魅力名城

深厚的文化底蕴,优美的自然风光,在传统与现代的完美结合中展示出精彩与魅力。第七届地产年度风云榜以"聚焦中国魅力名城"为创意;以"绿色、文明、活力、和谐"为主题;以"介绍名城品牌、宣传名城精神"为内容;以"梳理城市品牌理念、提升城市品牌特质""为宗旨;致力于所有元素的主题化表达,在大气中细腻地彰显出中国的"城市品牌、城市精神"。     

旅游开发对民族传统文化影响因子体系及对策研究

旅游对民族传统文化的影响,既有积极促进的一面,也有消极阻碍的一面。不同民族、不同地域、不同文化底蕴、不同民族旅游发展阶段,旅游对民族文化的影响程度也有所不同。分析旅游对民族文化的影响中哪些因素对其影响的程度起到调节或改变作用,并针对这些因素制定相应的调控策略,是解决民族地区经济与文化发展的矛盾的有效途径。     

从消费者心理需求谈商业广告翻译的移情策略

"移情"(empathy)是美国心理学家Edward Titchnner于1909年提出来的心理学命题。消费者的情感因素是影响其品牌态度和消费行为的重要因素。商业广告及其翻译如能从消费者的审美需求心理和消费者的情感出发,以优美的语言和丰富的情感打动消费者,就能起到理想的移情作用,实现情感促销的终极目标。本文从商业广告审美角度入手,分析消费者在广告审美中的心理过程,论述商业广告的审美功能和移情作用,探讨广告语言审美价值的生成技巧与广告翻译的移情策略。     

“集聚智慧,实现梦想” 《品牌》杂志、天和网发起品牌发展战略联盟——专家顾问召集令

正《品牌》杂志是一本高端深度品牌研究推广类杂志,主要研究报道企业品牌发展战略、文化、策划、新闻、人物、活动,以及各地政府对城市形象建设和城市名片打造、对外宣传推广、交流合作等内容,以鲜活的成败案例、广泛的新闻调查、深度的观察思考、丰富的文化底蕴,为读者提供精彩纷呈、赏心悦目     

吉林省民族地区乡村旅游问题及对策

吉林省民族地区拥有丰富的乡村旅游资源,在乡村旅游建设中已经取得了一定的成效,但乡村旅游的发展还存在缺乏合理规划、基础设施不完善、管理水平较低,人才缺乏、品牌意识差,宣传促销薄弱等问题。吉林省政府应坚持科学规划;加大软硬件旅游基础设施建设力度;加快民族乡村旅游的人才队伍建设;塑造特色品牌,加大宣传力度;开发民族文化,发展生态旅游,以便促进民族地区乡村旅游发展,建设社会主义新农村。     

G20期间杭州城市品牌符号体系建构——基于杭州城市形象宣传片的内容分析

全球化与城市化背景下,城际竞争成为了新时代的竞争主题。城市品牌符号作为一座城市所特有的品牌印记,凝聚着这座城市的文化底蕴与精神风貌,也成为了城际差异化竞争的重要资本。本文首先通过明确城市元素、城市符号及城市品牌符号三个概念的相互关联,提出了城市品牌符号的具体内涵与判断标准,并对城市品牌符号体系进行了初步构建;其次,借助百度指数及对G20期间杭州推出的八大城市形象宣传片的内容分析,本文探讨了(1)城市形象宣传片中城市品牌符号的宣传重点与热点;(2)大型活动、会议对城市品牌符号传播的重要意义;(3)在大型活动期间城市形象宣传片存在的思维局限。最后,本文提出"城市事件符号"概念,为城市在大型活动期间的城市品牌符号体系建构注入新鲜血液。     

老字号品牌广告采用流行文化对品牌真实性的影响——一个有中介的调节模型

真实性是中华老字号品牌特有的优势。在当前激烈的市场竞争环境下，老字号品牌更新变得尤为重要。在老字号品牌更新过程当中，更新策略是否会对老字号品牌固有的优势与属性造成负面影响？这一问题在理论与实际上均具有深入探讨的迫切性。本章依托组织合法性理论，探讨了老字号品牌采用流行文化的广告中，消费者感知文化差异对品牌真实性的影响机制。实证研究以三个老字号品牌广告为样本，共搜集到631份有效数据。数据分析结果显示，在老字号结合流行文化元素的品牌广告中，消费者感知传统文化与流行文化的差异性对广告合法性与品牌真实性均有显著负向影响；广告合法性在消费者感知广告中文化差异与品牌真实性之间发挥部分中介作用；而消费者流行文化卷入度显著降低了广告中感知文化差异对广告合法性的影响，以及流行文化卷入度在广告中感知文化差异与品牌真实性之间的调节效应完全通过广告合法性起作用。该研究结果丰富了品牌真实性与品牌合法性领域相关文献，具有一定的理论与实践意义。     

品牌建设视野下本土护肤品牌的发展策略研究

品牌建设是品牌培育和发展的重要途径。本文探讨了本土品牌建设的发展策略:差异化定位,打造民族特色的中草药品牌;注入传统文化,精心设计品牌识别系统;加大研发力度,创新产品类别和功能;树立质量安全观念,树立民族品牌高品质形象;借助网络广告和微博营销,多角度全方位进行品牌推广;维护品牌权益,创新品牌表现形式。     

A comparative analysis of advertising characteristics,strategy, style and form in global and national brand advertising

This paper considers the differences and similarities between national brand and global brand advertising through the use of three analytical frameworks – creative strategies, advertising styles and advertising form. It seeks to identify any differences between national and global brand advertising in terms of creative strategy, advertising style and advertising form. The structural elements of advertisements, such as the length of a commercial, number of camera shots and number or type of characters present, are also examined for a total of 551 television advertisements. A number of significant differences between the advertising of global and national brands have been recorded. In addition, the study identifies a discriminant function, which successfully predicts the advertising strategies, styles and formats for global brands.     

Consumer Purchase Intentions and Perceptions of Product Quality and National Advertising

The relationship between consumer perceptions of brand quality and the level of national advertising is examined using 93 subjects for three brands of peanut butters. The association between these perceptions and purchase intentions is also reported. Results suggest that a strong link between quality and national advertising exists in the minds of consumers. Subjects associated peanut butter brand quality with the perceived level of national advertising. Additionally, purchase intentions were positively correlated with perceptions of brand quality.     

Brands,Friends, & Viral Advertising: A Social Exchange Perspective on the Ad Referral Processes

Advertisers worldwide are designing advertising with an eye toward viral activity particularly within social networking sites such as Facebook. Yet, little is known about the social processes at play when ads are shared. Taking a consumer-centric approach, this study investigates the social processes central to ads going viral within the Social Web. Conducting a national online experiment, the intertwining roles of brand relationships, interpersonal relationships, and sharing motivations in the social exchange of advertising are explored by testing two proposed referral decision-making processes: referral and referral acceptance. Results suggest that brand relationships and interpersonal relationships impact referral of ads within SNSs, and brand relationships interact with sharing motivations to impact decisions; specifically, brand relationships are conduits for ensuring reciprocal altruism in exchange, but their influence is tempered within stronger interpersonal relationships. Practical and theoretical implications are discussed.     

Phenomenology of Aesthetic Organising--Ways Towards Aesthetically Responsive Organizations

Through explication of a visual research method, this paper theorizes how masculine identity interacts with consumption—of imagery, products, desires, and passions in advertising and consumer culture. We analyze the male body as a discursive “effect” created at the intersection of consumption and several marketing discourses such as advertising, market segmentation, and visual communication, balancing between brand strategy—what the marketer intends—and brand community—the free appropriation of meaning by the market. The paper’s contribution rests in extending previous work on male representation into historical, ontological, and photographic realms, providing a necessary complement between understanding advertising meaning as residing within managerial strategy or wholly subsumed by consumer response. We argue that greater awareness of the connections between the traditions and conventions of visual culture and their impact on the production and consumption of advertising images leads to enhanced ability to understand how advertising works as a representational system and signifying practice.     

Attitude Toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising

As a form of advertising, viral video (VV) advertising is distinct in that its communication medium is the social connections between individuals instead of formal media. After viewing VV advertising, people are engaged in two independent but interrelated processes, i.e., video sharing and embedded brand information processing. Previous research has not examined the interaction between the two processes. This study expands on the mediation of attitude toward the advertisement model proposed by MacKenzie, Lutz, and Belch (1986). Experimental results from three viral video advertisements show that attitude toward the VV advertisement is the major factor affecting video sharing, but attitude toward the brand also has a significant impact on sharing activity. Affect transfer hypothesis (ATH) and its extended models are optimal in explaining viral video advertising, which is different from prior research on non-viral advertising that suggests dual mediation hypothesis as the optimal explanatory theory.     

Adapted or standardized copy: Is non-cultural English the answer?

International advertisers often wonder whether to adapt their copy to each country they operate in or to globally standardize their message, especially in non-Anglophone markets. While the current business lingua franca is English, how easily can it be introduced into advertising without alienating consumers, and would a simpler English message work better? Does the culture of a brand also influence the impact of English use in non-Anglophone markets? This research examines the interaction between language choice and brand culture in a non-Anglophone market. Specifically, the studies review the value of Globish, a non-cultural form of English. The results suggest that using standardized English copy has relevance in non-Anglophone countries for global brands, but that Globish can also be useful for local brands seeking to upgrade their value in a local market. Globish is shown to be an interesting alternative option in adapting or standardizing advertising strategies. Managerial implications close the paper.     

‘Thinking and feeling’ products and ‘utilitarian and value-expressive’ appeals in contemporary TV advertising: A content analytic test of functional matching and the FCB model

Brand equity is now receiving significant attention, both as a result of changes to international accounting standards relating to intangible assets and as a result of the renewed focus on the impact of marketing communications on brand performance. This paper reports on an investigation of the perceptions of senior marketing and advertising agency personnel regarding (1) the importance of brand equity as a valuation and performance measurement tool and (2) whether financially based brand equity measures and marketing-oriented measures can be translated into a single composite measure of brand equity/value. The findings reported herein indicate that, although financially based brand equity valuations have been a low priority in the past, there is increasing interest in this area and in the evaluation of the long-term impact of promotional activity as part of a wider drive for marketing accountability.     

The Effects of Vertical Individualism on Status Consumer Orientations and Behaviors

Values have been shown to explain advertising response and consumer behavior. Expanding the individualism–collectivism cultural framework, this research primarily focuses on the vertical individualism (VI: emphasizing independence and competition) value given its prevalence in the U.S. culture. Results of a survey among a national U.S. sample (a pilot study) showed that VI values were positively related to status consumer orientations, including tendencies to be brand conscious, buy branded products, and shop at upscale retail establishments. Moreover, in two experiments, the causal impact of VI values on status consumer orientations and behavior was demonstrated. Specifically, Study 1 showed that participants who were primed with VI values via a campus scenario (vs. control) indicated higher ratings of status consumption, brand‐buying behavior, and brand consciousness. Study 2 revealed further that an incidental exposure to a news story reflecting VI values (vs. horizontal collectivism values emphasizing cooperation and interdependence) influenced participants’ choices of a pen. Theoretical contributions to the study of values, advertising, and consumer orientations and practical implications for marketing are discussed.