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41.
ABSTRACT

The purpose of this article is to understand the factors influencing Taiwan's Chinese consumers’ purchase intentions toward U.S. and Japanese household appliances. The authors attempt to develop and test a comprehensive model linking such purchase intentions to several constructs including Taiwan Chinese consumers’ openness to foreign cultures, consumer nationalism, product familiarity, traditional cultural values orientation, and product-country image. The result of analysis using structural equation modeling shows that consumer nationalism has a strong indirect effect on purchase intention via the product-country image construct. Taiwan Chinese consumers’ traditional cultural values orientation and openness to foreign cultures have direct effects on consumer nationalism and, hence, are important antecedents in explaining the purchase intentions toward foreign-made goods by Taiwan Chinese consumers. With the growing importance of the Chinese domestic market, this study provides international marketing managers with practical implications in important areas such as market segmentation, branding strategy, and market research and practices in the Chinese consumer market.  相似文献   
42.
Naik  Prasad A. 《Marketing Letters》1999,10(4):345-356
The effectiveness of an advertisement wears out over time; eventually, it becomes totally ineffective. The author proposes a concept for measuring the lifetime of an advertisement and derives closed-form expressions for it under certain conditions. In addition, the author distinguishes the proposed concept, the half-life of an advertisement, from the prevalent notion of the duration of advertising effects. More importantly, the information on the half-life of ads is actionable from a managerial standpoint, whereas that on the duration of advertising effect is hypothetical. To enable advertisers to estimate the half-life of their ads, the author describes an estimation approach and illustrates its use by applying it to the advertising of the Dockers® brand of Levi Strauss and Company. Substantively, the lifetime of advertisements for the Dockers® brand is about three months. Thus, advertisers are well-advised to periodically estimate the half-life of their ads, so that they can plan the timing to replace worn out advertisements.  相似文献   
43.
Internet technology provides a new approach to how gambling is conducted in postmodern times. Drawing on constructivist research and utilising a single case study strategy, this paper examines online social gambling and real money gambling marketing communication practices, as well as offering some insights into the development and implementation of effective marketing communication programmes. In contrast to existing studies, this paper, in part, proposes integrative and higher levels of marketing communication programmes between online social gambling and real money gambling environments. The paper reveals the implicit structure of meanings underlying the link between online social gambling activity and real money gambling practices.  相似文献   
44.
In this paper we examine the valuation effects and long–term performance of US multinational firms involved in forced transfers of their foreign operating assets during the 1965–88 period. The evidence suggests that the operational hedging ability of the firm to address country risk (nationalization threats) is related to the level of its intangible assets. While it is well known that firms with high levels of intangible assets prefer foreign direct investment, our results show that intangible assets have hidden properties of protection against country risk as well. We document significantly negative abnormal returns only for divesting firms with low levels of intangible assets, but not for firms with high levels of intangible assets. In addition, we show that low (high) growth firms are involved in partial (complete) withdrawals, and show that the long–term economic performance of firms choosing the complete withdrawal strategy is better than those that opt to remain. We argue that management's attempt to maintain economic links in a hostile foreign environment can be attributed in part to the firm's low growth opportunities, performance, and lack of contingent plans to address country risk.  相似文献   
45.
This paper investigates conditional return distribution characteristics for seven developed markets (DMs) and eight emerging markets (EMs). With the exception of Germany and Japan, the behavior of monthly returns of DM sample countries is similar to that of the U.S. In contrast, EM returns exhibit a substantially greater degree of serial correlation and a higher incidence of autoregressive conditional heteroskedasticity (ARCH) in monthly data. Aggregation of returns into two- and three-month holding periods decreases the significance of the ARCH effects. However, there are cross-sectional differences in the rate at which ARCH effects become insignificant. The findings of ARCH in monthly returns sample data is attributed to differences in the rate at which information arrives and is transmitted into prices in each market.  相似文献   
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A study of eight rural communities in India indicates that levels of energy consumption vary widely among the communities and that consumption depends on socioeconomic and agroclimatic factors. Irrigation is the most significant factor influencing energy consumption and demand. Fuelwood is not used mainly by the low-income households but by the higher-income households. There is a progressive trend towards monetizationof fuelwood, animal wastes and agricultural residues. Energy planning for rural communities should be location and household-specific, and disaggregated information should be generated for this purpose using baseline surveys.  相似文献   
50.
In asymmetric buyer-supplier relationships, suppliers typically possess more information about the object of an exchange. To ameliorate customers' evaluation problems, suppliers use signals to promise the delivery of a certain quality level to the market. A commonly used supplier signal in asymmetric markets is the manner in which reputation is displayed to buyers. While the marketing literature recognizes the role of reputation in structuring such asymmetric buyer-supplier relationships, relatively little research effort has been directed at the conceptualization and measurement of suppliers' reputation display. To address this gap, I adopt an interdisciplinary perspective and conceptualize suppliers' reputation display as a multi-dimensional construct. Specifically, I argue that suppliers' reputation display represents a latent consisting of three distinct dimensions; (i) specific investments, (ii) advertising intensity, and (iii) certification. The preceding conceptualization implies that reputation display signals a suppliers' past and future conduct to the marketplace. For example, by displaying certification, suppliers expect the market to infer certain firm attributes based on past actions. Likewise, suppliers' investments in advertising and specific assets may provide a signal of future honest behavior to the marketplace. I empirically validate this three factor conceptualization of reputation display by utilizing the technique of Latent Variable Structural Equations Modeling (LVSE). Empirical tests conducted on data obtained from 287 automotive service managers via mail survey support the three factor model of reputation display.  相似文献   
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