Bundling as a new product introduction strategy: The role of brand image and bundle features

Marketers can bundle an unknown brand with a strong brand as a new product introduction strategy. Drawing upon the categorization theory and the elaboration likelihood model, this study examines how a new brand can benefit from bundling with a strong brand. The results of two studies indicate that consumers’ quality perception of a new brand will be affected by the brand image of a bundle partner, and this effect is moderated by the bundle forms and the complementarity of bundle components. Academic and managerial implications of these findings are presented, along with suggestions for further research.     

The incremental value of a futures hedge using realized volatility

A number of prior studies have developed a variety of multivariate volatility models to describe the joint distribution of spot and futures, and have applied the results to form the optimal futures hedge. In this study, the authors propose a new class of multivariate volatility models encompassing realized volatility (RV) estimates to estimate the risk‐minimizing hedge ratio, and compare the hedging performance of the proposed models with those generated by return‐based models. In an out‐of‐sample context with a daily rebalancing approach, based on an extensive set of statistical and economic performance measures, the empirical results show that improvement can be substantial when switching from daily to intraday. This essentially comes from the advantage that the intraday‐based RV potentially can provide more accurate daily covariance matrix estimates than RV utilizing daily prices. Finally, this study also analyzes the effect of hedge horizon on hedge ratio and hedging effectiveness for both the in‐sample and the out‐of‐sample data. © 2009 Wiley Periodicals, Inc. Jrl Fut Mark 30:874–896, 2010     

Product difficulty incongruity and consumer evaluations of brand extensions

Ever since the appearance of Aaker and Keller's (1990) seminal article, the brand extension research stream has intensively investigated factors that impact consumer evaluations of brand extensions. However, the main effect of product difficulty and the interactions between the parent brand quality and fit variables have not been consistent across studies. We conjecture that this inconclusiveness of findings is due to an equivocal conceptualization and operationalization of the key concepts – product difficulty and product difficulty incongruity. The existing studies mainly focus on product difficulty, i.e., the perceived difficulty level of designing and making the extension, whereas the latter refers to the difference between consumers’ perceptions of the difficulty of designing and making the parent product and the difficulty in designing and making the extension product. We specifically propose that product difficulty incongruity will negatively impact consumer evaluation of brand extensions, and this negative effect is stronger for high parent brand quality and consumers with high levels of need for cognition. The findings from two empirical studies well support our predictions.     

“有性建筑”风格比例的实用存在思索

建筑风格是指建筑设计中在内容和外貌方面所反映的特征,主要在于建筑的平面布局、形态构成、艺术处理和手法运用等方面所显示的独创和完美的意境。建筑一般以平淡,不吸引人眼球而矗立在大地上,也有人预用女性的器官来设计建筑,这样,提出了人性进入建筑的深一步内容。这里所表达的是有柔美空间和强烈深沉感觉的两种设计表达手法,间插一些人性的建筑比例,使人部分感受是在人的活的世界里,主要改变比例的数值,如磁砖长宽比例,窗格玻璃框的长宽比例等等。     

新一代综合宽带接入技术及其发展趋势

阐述了新一代综合宽带接入技术的主要内容及其发展趋势，提出了新一代宽带接入网建设和发展的思路以及设计方案，并总结归纳出了综合带宽接入网的主要技术问题。     

LES系统及收入维持制度下所得税变化对劳动供给的影响

在LES系统中,征收所得税会使家庭或个人依据是否能满足其商品需求性支出为标准,而在工作与闲暇之间做出重新配置;收入维持制度下,在人们的工资性所得达到生活有保障的水平前后,提高税率引起的劳动供给曲线的变化也会不同。     

加快商业银行业务创新的思考

在国际、国内同业竞争日益加剧的今天，加快商业银行业务创新具有重要的战略意义。商业银行业务创新要围绕新兴市场、私人金融服务市场和电子银行来展开；实施商业银行业务创新要以人才为依托。     

城市生态旅游可持续发展策略研究——以深圳市宝安区石岩街道为例

城市生态旅游对于保护城市环境,满足居民休闲、娱乐需求以及促进地方经济发展具有的重要意义。在规范城市生态旅游概念的基础上,文章总结了城市生态旅游的特点。同时,为实现城市生态旅游的可持续发展,文章提出了地方经济、环境与生态旅游的协调发展理念。并根据深圳市宝安区石岩街道发展生态旅游的优势和劣势,提出了一系列的生态旅游发展策略。     

论珠江上游地区旅游商品文化的提炼

珠江上游地区旅游商品文化的提炼有着一些有利条件,也存在着一些不利因素。珠江上游地区旅游商品文化的提炼的基本思路是以旅游商品的开发为载体,以地方文化背景为依托,加强旅游商品的设计和包装,实现传统工艺和现代技术手段的有机结合。     

自创商誉价值形成要素及其计量的分析

商誉是企业的重要经济资源,其价值是由多种要素综合体现的,它不是一开始就有的,也不是一成不变的,而是随着企业的外部竞争环境及内部条件变化而变化。因此说,企业商誉的价值是个变量,它有个形成与发展过程,并且在企业不同的发展阶段中价值构成要素不一样,其计量方法也应该存在多样性。