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11.
The advertising and marketing literature have established that celebrity endorsements constitute an effective way to enhance attitudes toward brands and increase purchase intents. However, there are no relevant studies on digital influencers. This study addresses the research gap by examining the effect of digital influencers' attractiveness and the effect of the congruence between a digital influencer and a brand on consumer attitudes and purchase intentions. By applying structural equation modeling to a sample of 307 followers of digital influencers, a model was tested and group analysis was performed for two categories (“entertainment & video games” and “fashion & beauty”). The results show that both brand attitudes and purchase intentions are influenced by the digital influencer's attractiveness (which includes both likeability and familiarity) and by the congruence between the digital influencer and the brand. This study makes several contributions to both theory and practice, which are highlighted in this paper. 相似文献
12.
《Business Horizons》2019,62(5):603-613
This study integrates insights from Self-Determination Theory and Boundary Theory to present scenarios on how flexible workplace designs can trigger multiple motivational processes underlying gendered work/nonwork integration behaviors, and how these affect work/life conflict. We disentangle processes underlying work engagement and work/life conflict, explaining the paradoxical outcomes found with regard to gender inequality in terms of work/life performance, satisfaction, and health. Policy makers and organizations need an increased understanding and a reconceptualization of these issues, realizing that the ideal worker does not exist. Instead, a long-term perspective is needed in order to truly realize the potential benefits of flexible workplace designs for all stakeholders. Organizations need to take responsibility for preventing individual workers’ depletion and stimulating the regeneration of workers’ resources. 相似文献
13.
New technologies enable practitioners to communicate scents in advertisements on various media. The current research examines the importance of matching scent cues to the advertised product, and the joint effect of scent and other cues such as colour on consumer responses to advertising. A 4 × 2 experimental design was conducted, where participants (N = 603) were presented with scented colour print advertisements. Three hierarchical responses were measured: emotional response, attitude, and purchase intention. Findings reveal that higher congruence between scent and the advertised product heightens positive consumer response. Furthermore, this research stresses the significant joint effect of scent and colour cues, and supports the incongruence approach, suggesting that combining scents that are poorly congruent with other sensory cues enhance consumer response. Practical and theoretical implications are discussed. 相似文献
14.
旅游收入是旅游经济活动的重要内容,它一方面反映了旅游者的旅游需求通过旅游经营者的旅游供给而不断得到满足,另一方面又体现着旅游产业部门和企业在产经营活动的价值运行与价值实现。旅游收入与分配是旅游经济运行的前提,对其进行考察分析,是十分重要的。本章从收入和分配两个方面入手,对旅游收入分类、指标、旅游企业收入和分配以及旅游收入乘数的作用等进行了分析和阐述。 相似文献
15.
We argue that charismatic leadership can influence external support for the organization, particularly in making the company more attractive to outside investors. Two studies were conducted to test this general hypothesis. First, an archival study demonstrated that the stock of companies headed by charismatic leaders appreciated more than the stock of comparable companies, even after differences in corporate performance were controlled. It was also found that the effect of charismatic leadership was heightened under more difficult economic conditions. Second, an experiment was conducted in which the salience of charismatic leadership was manipulated, along with information about the prospects for an organization's turnaround. Results showed that appeals from a charismatic leader led to increased investment in the firm, and the leader's influence was greater when the prospects for an organizational turnaround were more difficult. It was also found that an endowment of stock enhanced the influence of charismatic appeals and that charismatic leadership may have affected the general risk propensities of followers. These findings were interpreted in terms of an external perspective on leadership, illustrating how leaders can manage the firm's economic and social environment. Copyright © 2004 John Wiley & Sons, Ltd. 相似文献
16.
文章通过对江西定南县利率改革试点进行个案研究,从宏观和微观两个层面探讨了如何构造信贷市场资金价格形成机制。 相似文献
17.
民营企业集群已成为浙江省区域经济快速发展的主流模式之一。与大型企业、跨国公司一起,已成为参与市场竞争的主角。因此,市场营销理论应用领域已从单个企业营销逐步延伸到民营企业集群式营销。民营企业集群式营销是民营企业集群成长的关键,浙江省民营企业集群的快速发展与其营销管理创新是分不开的。为了提高浙江省民营企业集群营销管理水平,本文着重探讨了浙江省民营企业集群营销战略、策略制定及组织实施问题。 相似文献
18.
农村现行的家庭养老、土地养老、集体养老正在弱化,巩固家庭养老的基础地位,强化土地保障功能,辅之以社区扶持,推行多层次养老保险,符合中国国情和农村生产力发展水平,是解决农村养老问题的必然选择. 相似文献
19.
刘凡 《西安财经学院学报》2004,17(2):71-74
董事会中心主义的确立,董事义务与责任体系的完备,使得对董事利益的保护成为公司经营管理效率提高的必要前提。如何建立符合中国实际的董事利益保护机制是摆在法学研究者面前一个紧迫而重要的课题。 相似文献
20.
该文重点从调整经济结构、发展工业经济、特色经济、民营经济和创新体制等五个方面进行论述,试图探讨一条以科学发展观为指导的发展县域经济的新路. 相似文献