Does character's gender matter in inspirational brand story? Exploring the moderating effect of gender role conformity

Inspirational brand story is a widely used marketing strategy in brand building. However, few empirical studies have investigated the underlying mechanism and boundary conditions of a successful brand story strategy. The current study examined the influence of lead character's gender in inspirational brand story on consumer–brand identification based on the social identity theory, benevolent sexism, and gender schema theory. Results from two experiments demonstrated that the gender of inspirational brand stories has an impact on consumer brand identity through the mediation effect of sympathy. Compared with a male character, a female character elicits viewers' sympathy, which results in high brand identification. Such a gender effect is stronger when there is a high level of perceived gender role conformity. Theoretical and managerial implications are discussed.     

Crypto quanto and inverse options

Over 90% of exchange trading on crypto options has always been on the Deribit platform. This centralized crypto exchange only lists inverse products because they do not accept fiat currency. Likewise, other major crypto options platforms only list crypto–stablecoin trading pairs in so-called direct options, which are similar to the standard crypto options listed by the CME except the US dollar is replaced by a stablecoin version. Until now a clear mathematical exposition of these products has been lacking. We discuss the sources of market incompleteness in direct and inverse options and compare their pricing and hedging characteristics. Then we discuss the useful applications of currency protected “quanto” direct and inverse options for fiat-based traders and describe their pricing and hedging characteristics, all in the Black–Scholes setting.     

企业技术创新行为的内部因素研究

企业技术创新行为是多种合力共同作用的结果，而企业内部环境是其主要影响因素之一。从管理体系、组织目标、资金技术条件、企业文化等几方面入手，阐述了内部环境因素对技术创新行为的影响。     

科学学习和经验学习:概念、特征及理论意义

基于国内外相关研究,系统阐述并比较了科学学习和经验学习两种学习模式的概念起源、内涵、特征及其理论意义,分析两种学习模式与技术创新绩效的关系,并通过案例研究描述了企业的STI学习行为和DUI学习行为。     

浅析交易性金融资产与可供出售金融资产的会计处理

现行企业会计准则将金融资产进行了严格的分类,并对各类金融资产的确认、计量进行了明确规定。交易性金融资产与可供出售金融资产的会计处理有类似之处,但也有不同。本文通过实例对二者的会计处理进行浅析。     

美国对华贸易政策最新发展动向

2006年2月14日,就在西方“情人节”的当天,美国贸易代表办公室(USTR)发表了一份长达29页名为《中美贸易关系:进入更大责任和执法新阶段》的报告。这是自2001年中国加入WTO以来美国就对华贸易发表的第一份全面评估报告,因而引起了国内外舆论的广泛关注。从中,我们可以窥探出美国对华贸易政策的最新发展动向。1美国对华贸易政策的基点:中美贸易关系进入第三阶段二战以来,美国贸易政策一直坚持两个核心原则:①促进建立一个更加开放,以规则为基的国际贸易体制;②在更开放的全球市场中为美国人民寻求经济利益。其贸易政策着重致力于通过在本国…     

现代包装设计标识及其应用技术(二)

二、商品商标的定位与设计1、商标定位商标向消费者表明,商品自身的标识是商品的“身份证”。商标牌名是商品质量的保证,无论是新产品或是人们已熟知的商品,商标牌名的定位都是很重要的。因此,在设计中要考虑以下三个方面:◎色彩选定一种或几种组合使用的颜色来表现公司形象,使     

Household responsibility system and China's agricultural Growth revisited: Addressing endogenous institutional change

The rise of the Household Responsibility System has been widely viewed as a significant contribution to China's agricultural growth. However, this empirical conclusion is rested upon a convenient but doubtful presumption that the process of institutional change, also known as decollectivization, is exogenous. We contribute to this literature by explicitly recognizing the endogeneity of institutional changes, and exploit exogenous variations in lagged weather shocks and initial fixed assets for consistent estimation. With improved data on irrigation, mechanization, weather and institutional changes in a provincial panel data during 1970–1987, the results of panel instrumental estimations reveal that the Household Responsibility System had a significantly positive effect on China's agricultural growth, which was larger than indicated by OLS estimates that suffer from adverse selection and attenuation biases.     

任务驱动法在中职跨境电子商务教学中的应用

任务驱动法对于中职学生们来说,具有极大的推动作用。中职学校对于当代社会发展来说,具有极大的促进作用,也在社会上有极大的影响力,为国家培养无数的人才和后备力量。商务教学在社会发展的潮流中逐渐进入发展阶段,所以,结合任务驱动法,应用中职商务教学模式,实现跨境电子商务教学,是时代发展的趋势。     

中国高新技术政策30年:政策文本分析的视角

从高新技术政策文本的视角,对中国30年来高新技术政策的整个发展历程进行实证分析,并将其划分为5个时期,即恢复与探索期、启动与发展期、应用与成熟期、转型与法制期、跨越与创新期,最后对高新技术政策进行了简要的总结与评述。 ?