Brand personality appeal,brand relationship quality and WOM transmission: a study of consumer markets in Vietnam

This study investigates the impact of brand personality appeal on both brand relationship quality and word-of-mouth (WOM) transmission in Vietnam. It also examines the role of consumer attitudes towards advertising and public relations on brand personality appeal as well as brand relationship quality. An empirical test with a sample of 477 consumers by means of structural equation modelling reveals that brand personality appeal has a positive impact on both brand relationship quality and WOM transmission and that brand relationship quality has a positive effect on WOM transmission. Furthermore, attitudes towards public relations have positive impacts on both brand personality appeal and brand relationship quality. Finally, attitudes towards advertising have a positive impact on brand personality appeal but not on brand relationship quality.     

以科学发展观引领铁路集装箱科技创新工作

在竞争日益激烈的运输市场中,中铁集装箱运输有限责任公司积极调整科技发展战略,努力开创集装箱科技创新的新局面.从1996年开始,为适应集装箱运输市场的多样化需求,公司自主研制开发了多种特种集装箱,如台架式集装箱、弧形罐式集装箱、汽车集装箱、折叠式台架集装箱、水煤浆罐式集装箱等,取得了良好的社会效益和经济效益.     

Diffusing market orientation to drive marketing capital: evidence from Vietnam

Although Vietnam’s transition to a market-oriented economy has produced stunning results, the economy is still lacking qualified marketers. This study investigates underlying factors that are fundamental drivers of Vietnam’s economic renaissance, including the role of market orientation at the marketer level (i.e. marketers’ market orientation) in marketing capital pool, and subsequently, marketers’ occupational commitment. Based on data collected from 351 marketers working for various firms in Ho Chi Minh City, the study finds that marketers’ market orientation has a positive impact on marketing capital pool. Further, marketing capital pool invested by marketers has a positive impact on their occupational commitment. Finally, firm ownership moderates the relationship between marketers’ market orientation and marketing capital pool, and gender moderates the relationship between marketing capital pool and marketers’ occupational commitment. Implications for Vietnam and other transitioning economies are discussed.     

Location and the theory of production Clarifications and extensions

This paper has attempted to clarify some weaknesses and flaws contained in Miller and Jensen's analysis. In particular, we have demonstrated that in Miller and Jensen's model, if the production function is homogeneous of degree one and the transport rate functions are independent of quantities shipped, it is impossible to have an interior solution. In addition, we have evaluated the role of the generalized transport rate functions in the profit-maximization location model with and without a prescribed level of output and shown that if transport rates depend on quantities shipped and have constant elasticities, then a linearly homogeneous production function is not sufficient to insure that optimum location is independent of output or the demand function. This result clearly invalidates Miller and Jensen's assertion.     

降钙素原在慢性阻塞性肺疾病急性加重期患者抗生素使用中的价值

目的：探讨降钙素原（PCT）在慢性阻塞性肺疾病急性加重期患者抗生素使用中的价值。方法将120例患者按随机数字表法分为对照组与PCT组,各60例。PCT组结合PCT检测结果指导患者应用抗生素,对照组则由医师结合患者病情发展判断是否使用抗菌药物,比较两组患者的抗生素使用时间、住院时间、住院费用、治疗效果。结果 PCT组患者的抗生素使用时间、住院时间均明显短于对照组,住院费用明显少于对照组,差异均有统计学意义（均P＜0.05）;PCT组患者临床治疗总有效率为91.7%,明显高于对照组的75.0%,差异有统计学意义（P＜0.05）。结论 PCT可为慢性阻塞性肺疾病急性加重期患者的病因诊断、分层级监测治疗、预后评估提供依据,为抗菌药物的使用提供参考,减少抗生素的使用强度及降低医疗总费用,具有重要的经济及社会效益。     

论新形势下的高校校名翻译

教育国际化和高等教育改革不断创新办学模式,中外合作大学、机构性大学、开放大学及应用技术大学等新型大学顺势而生。对这些类别校名的翻译展开分析,发现英文校名需考虑属地专名嵌入、标点符号运用及举办机构突现等因素,去属地专名化变更译写不符合原语文本和目的语文本需保持一致性的规范,Open University 则以译例驱动促进同类译名的类型化,“应用技术大学”必然代表一种新的趋势成为校名的泛化通名,University of Applied Sciences 则较好地代表这个泛化通名与世界的对话。     

Privatization and optimal share release in the Chinese banking industry

This paper establishes a mixed oligopoly model to explore how the government determines the percentage of shares of the state-owned banks to be released to foreign investors under the goal of seeking to maximize social welfare. The theoretical model finds that the release of shares of state-owned banks to foreign investors will reduce the outputs of the state-owned banks. The direction of the change in the profitability of the state-owned banks depends on the percentage of the shares released. The direction of the changes in the levels of social welfare also varies. If the gap in production efficiency between the state-owned banks and private banks is not large enough, we can be certain that a partial release of shares is the government's best policy.