农技人员推广导向对农户品牌行为影响的作用机理——基于扎根理论的探索性研究

本文立足农资品牌成长的特定环境, 从农技基层推广人员的视角出发, 运用扎根理论研究方法, 归纳不同推广导向下形成的不同类型产品推广方式, 构建农资产品推广导向对农户品牌行为的作用机理模型, 为探讨中国特殊背景下农资产品推广导向与农户品牌行为的关系提供有益的理论依据和研究框架, 以期在实践中发挥促进农资品牌推广和推动农资品牌成长的指导作用.     

Hybridizing local and generic information to model cropping system spatial distribution in an agricultural landscape

For quantitative water management, fine analysis of spatial and temporal interactions between cropping systems and water resources helps identify time and site-specific withdrawal situations. However, it is a methodological challenge to provide fine-resolution analyses at the scale of large watersheds used for crises management. In this study, we present a methodology based on multiple methods and mixed sources of information to finely model an agricultural landscape (AL) that represents the spatial distribution of cropping systems. Our approach is based on progressively hybridizing databases and local actors' and experts' knowledge to produce a spatially explicit and dynamic model. The Land Parcel Identification System database, which resulted from the European Common Agricultural Policy, is crucial for our method since it provides the spatial and temporal basis of our model (i.e., geographic delineation of islets and information about crop sequences). Local knowledge is used to identify factors determining spatial distribution of cropping systems and to build a generic model that simulates farmers' crop-management strategies. The model was qualitatively and quantitatively evaluated using a multi-agent simulation platform (MAELIA). We asked local experts on quantitative water management to evaluate the ability of the platform to reproduce intra- and inter-annual dynamics at different levels when using our model of the AL as input. The experts were satisfied with the results; they validated the predicted dynamics of the variables, and some discussed the objectivity of the values. We discuss the method’s contribution to current challenges in modeling large agricultural areas and the associated tradeoffs. The approach is promising for policy makers who wish to develop integrated, locally adapted land-management strategies.     

区域化党建视域下流动党员政党认同现状及提升途径研究--以宁波北仑为例

流动党员个体在政党认同强度上的差别，一定程度上影响着全党政治行为的整合性和驱动力。根据当前流动党员在政党认知、政党情感、政党评价及政党认同的行为四个层面的两面性分析，应从价值内化、情感维系、社会引导等三方面进行运作，以提高流动党员政党认同度。     

The determinants of FTA use in Southeast Asia: A firm-level analysis

The spread of free trade agreements (FTAs) in Southeast Asia has ignited a debate about their impact on enterprises including the business costs from the Asian ‘noodle bowl’ effect. This paper undertakes a comparative and firm-level analysis of the determinants of FTA use in Indonesia, Malaysia and the Philippines. The likelihood of firms using important ASEAN+1 FTAs (e.g. the ASEAN-China FTA, the ASEAN-Japan FTA and ASEAN-Korea FTA) is positively associated with acquiring knowledge about FTAs, building technological capabilities, and membership in industrial clusters. Non-use of FTAs is explained by a lack of information about FTAs and the absence of FTAs with major trading partners. Key policy implications are the need to improve business support for FTAs, to conclude FTAs with major trading partners, and to create a database on FTA preference use.     

品牌社交媒体广告内容对消费者社交媒体参与度的影响

基于参与度理论与社交媒体特点定义消费者社交媒体参与度与它的四个维度：意识、产生情感、产生理性思考、认同。建立社交媒体广告内容分类标准，收集二手数据后使用方差模型分析品牌社交媒体广告内容对消费者社交媒体参与度的影响。结果显示社交媒体广告内容类型显著影响消费者社交媒体参与度，新产品内容效果最好，其次是促销、游戏/抽奖、社会责任内容。此研究结果不仅可丰富消费者行为视角的品牌社交媒体广告相关理论研究，也可为品牌设计社交媒体广告内容营销提供管理建议。     

Unveiling Urban Sprawl in the Mediterranean Region: Towards a Latent Urban Transformation?

The relationship between form and function in European Mediterranean cities has been widely addressed from various perspectives. A number of studies indicate that, until the 1980s, compactness was a key trait of several cities of the Northern Mediterranean. However, after the ‘compact growth’ period, these cities experienced patterns of urbanization that differed from their traditional trends. Since the 1990s, sprawl, coupled with population decline in the inner cities, has become the main pattern of urban development. This article explores the key features of exurban development in the Mediterranean region in order to provide material for a discussion based on the differences and similarities in the characteristics of sprawl processes originating in the US and Northern Europe. It concludes that any debate on policy responses to sprawl must be specifically formulated according to the scope, administrative level, housing and planning system, territorial and socioeconomic characteristics of the urban system under examination. It is our belief that sprawl requires site‐specific analyses and policy strategies for the region being studied if the process is to be effectively controlled.     

How virtual brand community traces may increase fan engagement in brand pages

Brand pages in social media are a great way to foster consumer gathering around a brand, but it can be challenging to keep fans engaged and coming back to see updated content. Brands with millions of fans on Facebook have seen organic reach fall below 2% of their base. In this article, we describe how the creation of virtual brand communities can help brand managers increase fan engagement. We suggest the steps, conditions, advantages, and limitations involved in nurturing a brand page as an online social gathering that assumes some of the characteristics of a virtual brand community. The results of our study show that a brand page can have some of the characteristics of a virtual brand community—topical information exchange, identity communication, and establishment and internalization of cultural norms. We also show the importance of having celebrities among fans in order to foster social interactions and legitimate social practices on brand pages.     

Examining strategies for maximizing and utilizing brand prestige in the luxury cruise industry

The purpose of this research was to examine the antecedents and consequences of brand prestige in the luxury cruise industry in order to provide luxury cruise managers with practical strategies for maximizing and utilizing brand prestige. Based on the existing theoretical background, it was hypothesized that eight types of cruise experience factors influence the formation of brand prestige: food quality, service quality, staff/crew attractiveness, entertainment, ship facilities, ports of call, programs/places for children, and cabin quality. In addition, it was proposed that brand prestige can result in three managerial outcomes: well-being perception, customer brand identification, and brand loyalty. A conceptual model was developed and tested using the empirical data collected from 330 U.S. luxury cruise passengers. The results showed that all of the proposed hypotheses were statistically supported. The key theoretical/managerial implications that were derived from the analysis are presented and discussed in the last part of the article.     

Cultural Differences in Online Community Motivations: Exploring Korean Automobile Online Brand Communities (KAOBCs) and American Automobile Online Brand Communities (AAOBCs)

To gain a better understanding of online brand communities, this study has examined why people joined in online brand communities and whether there were some differences in the motivations of Internet users based on different cultures. Open-ended questions were asked to the community members from both South Korean Automobile Online Brand Communities (KAOBC) and American Automobile Online Brand Communities (AAOBC) in the first stage and then generated and utilized an online survey for the study. The study found that KAOBC members tended to have a stronger social network, business, and communication motivations than AAOBC members. As a primary motivation, information seeking is the strongest motivation for members of both KAOBC and AAOBC. They had a similar level of information motivation.     

Use numbers not words! Communicating hotels’ cleaning programs for COVID-19 from the brand perspective

After hotels in many countries were forced to close in government-imposed lockdowns during the COVID-19 pandemic, there is an inherent need to communicate how they deal with the coronavirus to motivate guests to visit. However, lack of knowledge about how to persuasively communicate about hotels’ cleaning programs for COVID-19 can challenge the industry’s survival. We investigated how hotels that position their brand as a particular personality (sincere vs. exciting) could benefit from different communication styles (inclusion of numerical vs. verbal quantifiers) when presenting their COVID-19 cleaning procedures. Study 1 explored tourists’ central attitudinal responses toward hotels’ cleaning programs. Study 2 demonstrated that sincere hotel brands would benefit from using numerical and verbal quantifiers to communicate their cleaning policies, whereas exciting hotel brands would benefit only from numerical quantifiers. Our results invite hotel managers to use their brand personality positioning to influence tourists’ attitudes and intentions in a pandemic context.