“国际金融中心”需要怎样的城市形象广告片?——上海城市形象广告片的受众认知和态度比较研究

上海立志建设成为国际金融中心,打造这一城市品牌形象是一个系统工程,营销传播工作是重要的组成。本研究从广告效果空间论角度,对上海现有的四部城市形象广告进行了受众认知和态度效果的比较,并引入中外受众所代表的不同涉入度作为调节变量。我们根据结果绘制了四支广告在认知-态度二维图上的位置,并发现不同涉入度对认知效果没有调节作用,而对态度效果上则有调节作用。基于这些发现,我们提出了如何创作有效的国际金融中心城市形象广告的建议。     

The co-movement of stock markets in East Asia: Did the 1997–1998 Asian financial crisis really strengthen stock market integration?

This paper examines the integration and causality of interdependencies among seven major East Asian stock exchanges before, during, and after the 1997–1998 Asian financial crisis. For this purpose, we use daily stock market data from July 1, 1992 to June 30, 2003 in local currency as well as US dollar terms. The data reveal that the relationships among East Asian stock markets are time varying. While stock market interactions are limited before the Asian financial crisis, we find that Hong Kong and Singapore respond significantly to shocks in most other East Asian markets, including Shanghai and Shenzhen, during this crisis. After the crisis, shocks in Hong Kong and Singapore largely affect other East Asian stock markets, except for those in Mainland China. Finally, considering the role of the USA shows that it strongly influences stock returns in East Asia – except for Mainland China – in all periods, while the reverse does not hold true.     

Evaluating small firm performance in local context: A case study of manufacturers in Columbus,Ohio

This research approaches corporate restructuring from a place-based perspective, departing from firm or industry-specific analysis and focusing instead on the performance and problems of a local economy. The study systematizes data from a survey of small manufacturing firms in Columbus, Ohio, offering a methodology that can be used for comparative analyses of sectors within or among communities.We link the performance of firms and local context using a sampling strategy that represents local industry mix. We recognize the multidimensional character of performance and employ several indicators, stated in both static and dynamic terms. We use these indicators to identify patterns of firm performance, relative to both national and local standards. Discriminant analyses reveal variables that account for differences among groups of firms, identified by level of performance, industry, and mode of labor-management relations.Results indicate that small manufacturers in Columbus are relatively uncompetitive. The few high performing firms are investing more in labor than in capital, but most firms are investing more in capital than labor. These findings are consistent with American corporate tradition that deemphasizes workers. Effective restructuring entails more than technical change, which enables competitiveness but does not itself engender it.This project was funded by the Ohio State University Committee on Urban Affairs, #724520.     

Exploration in product usage: A model of use innovativeness

In this article a conceptual model of use innovativeness is proposed. Use innovativeness is positioned within the broader innate innovativeness construct. Use innovativeness is conceptualized as a consumer's receptivity/attraction to and creativity with using products in new ways. Thus, use innovativeness focuses on the origination and production of new product uses rather than the adoption of new products. Relationships between innovativeness, use innovativeness, and use behaviors are explicated. In addition, issues in construct measurement and validation are also highlighted. Finally, a research agenda that flows from the proposed model is suggested. © 1994 John Wiley & Sons, Inc.     

Extending the concept of shopping: An investigation of browsing activity

In many previous studies of consumer behavior, shopping has been equated with buying. This research examines the concept of browsing—the examination of a retailer’s merchandise without a current intent to buy. Results indicate that for the product classes of clothing and personal computers, browsing is related to perceptions of relevant dimensions of the retail environment. In addition, heavy browsers are more involved with the product, are more knowledgeable, and are more likely to be opinion leaders than are other consumers. Suggestions for future research are also noted.