Why Celebrity Sells: A Dual Entertainment Path Model of Brand Endorsement

This article introduces a dual entertainment path model that integrates insights from media entertainment and transportation theory to show how links between entertainment motives (aspirational and playful) and experiences (celebrity fantasy and emotional investment) influence endorsed brand attitude. Results of two studies validate the salience of two paths. Fans, who hold parasocial bond with the celebrity, are driven by both aspirational and playful motives to engage in celebrity-induced entertainment experiences. Nonfans lack aspirational motive and are driven predominantly by playful motive. In either situation, celebrity-induced entertainment experiences enhance endorsed brand attitude. This model complements the existing celebrity endorsement literature by positing entertainment as a salient dimension of brand endorser effects. Its findings provide new insights on how advertisers promote their brands.     

Distribution Channel Relational Cohesion Exchange Model: A Small‐to‐Medium Enterprise Manufacturer's Perspective

This study investigated the influence of dealers' expert, referent, and legitimate sources of power on small‐to‐medium enterprise manufacturers' relationship commitment in distribution channel systems. A theoretical model drawing on the relational cohesion theory and the extant marketing literature is developed and tested empirically using a sample data set of 452 from Zimbabwe. In this model, expert, referent, and legitimate powers are the predictors, whereas trust, cooperation, and relationship satisfaction are the mediators, and relationship commitment is the outcome variable. Analysis reveals that these three powers positively influence the mediators and outcome variable in a significant way, except for legitimate power to cooperation relationship. Managerial implications and future studies are suggested.     

Performance effects of category assortment and stock allocation decisions for a cash-and-carry wholesaler

This study develops and tests a model of how category assortment, category stock level and within-category stock allocation decisions might affect category sales and stock turnover and reflect category-varying levels of sales heterogeneity and sales volatility. In doing so, it addresses recent calls to consider multiple dimensions of assortment planning. It uses the cash-and-carry wholesaling setting to isolate non-space-related assortment planning and performance variables otherwise difficult to treat in a conventional retailing (e.g. supermarket) context. It develops a structural equation model of how category sales volatility and heterogeneity, as antecedents, might influence both category assortments and stock allocations and thus, in turn, influence category performance.     

Community Connections to Enhance Undergraduate International Business Education: An Example of Business Consulting Projects

Practical project experience as a means of augmenting traditional classroom learning has long been viewed as a value adding curricular exercise. While students participating in the projects gain valuable skills that will enhance their personal marketability, successful projects also benefit the client companies involved and help enhance the image of the university. Substantial effort goes into planning and implementing such an experience and involves extensive coordination with multiple constituents. This article details how a project-based capstone experience was developed in partnership with the local business community and the College's Center for International Business as part of the degree requirements for a relatively new Bachelor of Science in International Business program.     

基于单片机的节能照明控制系统设计

为了减少公共场所尤其是学校教室、写字楼办公室等照明用电的浪费现象,研究并设计了基于单片机控制的智能照明系统,提出采用红外对射管计数器与热释电传感器双重检测、纠错的方法,提高了常规照明系统的工作效率,克服了单一采用热释电传感器时可能出现判断有误的不足,实现室内照明的智能控制,从而达到了人性化的节能控制目标.     

城镇建设用地生态适宜性评价研究  ———以重庆市荣昌县为例

为更加深入地了解县域尺度城镇建设用地生态适宜性情况,实现土地资源的合理可持续利用。以 重庆市荣昌县为例,采用AHP法和GIS空间分析技术,选择了地形、社会条件和生态安全3大类8个指 标,建立了适用于浅丘区土地生态适宜性评价指标体系,分析了荣昌县中心城区生态景观格局和建设用地 生态适宜性分布。结果表明:荣昌县不同景观类型之间生态景观指数差异较大,但各种景观类型分布比较 均匀。荣昌县中心城区适宜分布建设用地的面积大,未来城镇建设开发潜力大,其中最适宜和适宜开发的 面积为1.288 55万hm 2 ,占中心城区面积的34.85%;可适度开发的土地面积为1.0 59 878万hm 2 ,占中心 城区面积的28.67%。因此,今后荣昌县应在生态环境许可的条件下,采取差别化政策对待不同区域土地 利用与保护,更加充分合理利用每一寸建设用地。     

关于钓鱼岛争端面临的形势与对策的几点思考

钓鱼岛列屿自古以来就是中国的神圣领土.日本垂涎钓鱼岛潜在的政治、经济及军事价值,使得钓鱼岛权属问题不断引发争端,美国基于自身利益的介入使得局面更加复杂.钓鱼岛争端的未来发展趋势仍存在许多不确定因素.在当前新形势下,中国亟需加强维权战略研究,做好统筹协调、完善法律法规体系建设,为维权提供制度保障、实现海上执法队伍从整合到融合,形成整体战斗力、以科技为支撑提升维权装备和水平、实施军地协作与两岸协作执法模式、完善人才培养机制,建立强大的维权队伍.     

我国水产养殖业保险发展特点、问题和建议

我国水产养殖保险处于起步阶段,产业间、地区间发展水平不一,商业保险和互助保险模式并存。水产养殖业具有投入高、产出高和风险高的特点,其发展迫切需要保险予以支持。水产养殖保险已经包含在农业保险体系中,各地也积累了水产养殖保险的部分经验并开展了相关技术研究。但该行业发展面临承保操作难度大、灾后查勘定损难、财政补贴体系尚不健全、道德风险防控难等挑战,需要从明确定位、完善体系、争取扶持、扩大试点、健全机制等方面加以解决。     

公益性地质调查工作社会化服务形式探索——以曹妃甸项目为例

河北曹妃甸滨海地区海岸带环境地质调查评价项目从需求出发,有效组织实施,＂专业＂与＂服务＂结合,优化工作部署。注重成果时效,项目实施中及时总结编制专项成果和阶段成果,在第一时间内提供给曹妃甸新区管委会,项目成果成功地应用到曹妃甸区域规划与建设中。采取＂抓现状、做预测、提建议＂的工作策略,使地质调查工作在重大工程建设区为地质资源合理利用、重大工程规划建设和环境功能区划调整等方面发挥重要作用。积极探索成果表达形式,成功搭建三维可视化地质环境信息服务平台。探索＂供需互动＂机制,主动服务的意识始终贯彻项目运行全过程。建立与规划建设管理部门定期会晤机制,建立供需链接的纽带,搭建＂供需交流＂平台。     

涉林公益事业“一事一议”财政以奖代补工作的思考——基于江西省的调查

为巩固集体林权制度改革成果,完善涉林公益事业建设,江西省开展了涉林公益事业"一事一议"财政以奖代补试点工作,解决了林改后部分地区急需的林业公益事业建设问题。但试点的过程中也出现了发动执行不到位、制度成本过高等问题。在实地调研的基础上,对该政策的实施情况及出现的问题进行了分析,并提出了政策建议。