Franchisee-based brand equity and performance

This study focuses on the perceptions of franchisees and analyzes the influence of brand equity on franchisee performance. The factors that constitute brand equity are also assessed. Factor analysis was used to generate valid and reliable scales based on a sample of 205 Portuguese franchisee firms, and structural equation modeling methodology was then employed in the analysis. The results show franchisee-based brand equity (FBBE) to be a multivariate factor with strong influence on performance. This study contributes significantly to the literature by showing the perspective of franchisees toward franchising. It also has implications on the adequacy of corporate strategy in achieving performance.     

Consumer affinity for foreign countries: Construct development,buying behavior consequences and animosity contrasts

PurposeOur purpose is to extend affinity theory in construct domain, scale development, model testing and by discerning affinity and animosity.Design/methodology/approachWe carry out exploratory and empirical research in order to explore the domain and to test the factor structure and the hypotheses through confirmatory analysis.FindingsWe find (1) four target country affinity dimensions, (2) consumer affinity impacts micro country image, buying intentions and actual product ownership, and (3) affinity and animosity are distinct constructs with partly shared and partly unique dimensions.Originality/valueThe study is the first to empirically test the four dimensions, the first to establish a positive relationship with actual product ownership and micro country image, and the first to contrast the role of the dimensions in affinity and animosity.     

合作空间目标双基地ISAR图像畸变分析及校正方法

为了解决双基地逆合成孔径雷达（ISAR）二维图像的畸变问题,以平稳运动的合作空间目标 为研究对象 ,从双基地ISAR回波模型出发,研究了图像的畸变机理并提出了基于畸变角估计的图像畸变 校正方法。基于合作空间目标的精轨信息,算法首先估计出成像期间的双基地角,其次利用 图像畸变角与双基地角的关系对畸变角进行估计,然后利用畸变角计算横向畸变单元数,最 后对二维图像进行反向畸变补偿,完成畸变校正。仿真实验验证了算法的有效性。     

基于小波变换的多规则图像融合方法

针对红外和可见光图像各自特征,提出了基于小波变换多分辨率的不同规则图像融 合方法。首先对原图像进行多级小波分解,产生多频带小波系数,利用像素的局部区域方差 、平均梯度及掩膜滤波等方法对不同频带小波系数计算融合权重,最后将小波融合系数逆变 换实现图像的融合处理。实验结果表明,融合图像特征显著,易于观察。     

电商化转型零售商的品牌权益提升机制与路径研究——基于双渠道品牌形象驱动的视角

网络零售强烈冲击下的国内传统零售业面临行业生存危机,电商化转型已经成为行业的必然发展趋势。文章通过界定电商化转型零售商及其品牌形象、品牌权益的概念,提出其“实体-网络”双渠道品牌形象结构的概念模型,并进一步构建其“双渠道品牌形象——品牌权益”驱动机制模型,以结构方程结合信度分析、效度分析等方法进行了实证分析。研究发现：电商化转型零售商的实体品牌形象各维度变量对网络品牌形象的对应维度变量都具有非常强的直接积极影响（即支撑效应）,价值维度、价格维度、供应维度的支撑效应由强至弱;实体品牌形象各维度变量对品牌权益产生明显的总积极影响（即提升效应）,价格维度、价值维度、供应维度的提升效应由强至弱,但供应维度无直接影响;网络性品牌形象各维度变量对品牌权益产生明显的直接积极影响（即提升效应）,供应维度、价格维度、价值维度的提升效应由强至弱。     

Effects of shopping information on consumers’ responses to comparative price claims

This article describes three studies that examine the effects of shopping information on consumers’ responses to comparative price claims in retail advertisements. Results of the studies show that 1) the opportunity to shop across retail stores reduces the effect of comparative price claims on consumers’ estimates of lowest price for a particular item, but has less impact on their estimates of the store’s regular price; 2) access to advertising from competing retailers has the same pattern of effects; and 3) across exposure to a series of ad claims, these effects generalize from estimates of specific item prices to judgments of the store’s general pricing. For branded shopping goods, the results show that comparative price claims may prove counterproductive for retail advertisers by leading consumers to believe that the store’s regular prices are high without convincing them that its sale prices are low.     

分布式压缩的图像关联重建方法

针对通信网络有限带宽传输大数据量图像信息的瓶颈问题,提出了基于系数整合法的分布式 压缩传输的图像重建新方法,首先通过对原图像进行分块小波变换获得子图像小波系数向量 ,从而大大降低压缩编码系统的数据传输量,再对压缩编解码的子图像小波系数进行关联处 理,形成原图像的整体小波变换系数向量,最后采用小波反变换实现原图像的重构。仿真分 析结果表明,本方法计算量小,数据存储低,并具有高质量的图像重建效果。     

Writing and publishing important scientific articles: A reviewer's perspective

The article discusses various complex and interrelated quality issues mediating reviewers' expectations and standards. Authors must meet or exceed reviewers' and editors' expectations of providing convincing arguments and support of the importance and relevancy of the research topic and questions, evidence of scientific rigorousness, and meaningful and usefulness of the findings making substantial and/or incremental contributions to the scientific body of marketing knowledge. Marketing scholars struggling to publish their research in high-quality marketing journals will definitely benefit from the insights in this article.     

Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image

Traditional human resource management does not consider adopting a marketing approach in creating a positive company image to enable the recruitment of better employees. Recently, however, many scholars have attempted to apply marketing principles to recruitment management. Marketing can help create an effective image for a firm and position the firm as a good place to work. The study here examine ways marketing management relates to recruitment marketing in the hospital industry and finds that a hospital's sustainable competitive advantage, marketing strategy, and employment brand equity can influence the intention of medical doctors to pursue job opportunities.     

基于无人机样方事后分层的作物面积估算

无人机是开展野外调查的一种新型、有效的手段,能够及时、准确地获取地面调查样方信息,为作物面积遥感估算提供精准的样方数据。研究针对无人机抽样调查的样方特点,提出了适合于无人机样方的多层次事后分层指标(多层次-异质性指标、多层次-面积规模指标)。将这些指标分别用于事后分层抽样,估算冬小麦面积。并根据变异系数(coefficient of variance,CV)对其抽样效率进行评价。多层次指标是将多种分层指标分层结果叠加形成的,能够充分反映作物种植空间分布特征、空间异质性及种植规模,可以保证作物种植面积遥感估算的精度。以河南省冬小麦面积估算为例,在冬小麦空间分布空间范围,建立300m×300m抽样框格网,作为抽样基本单元。分别利用实验设计的多层次-面积规模指标、多层次-异质性指标、面积规模指标、异质性指标计算各抽样基本单元的对应指标值。按照累计平方根法计算不同分层指标下的分层界限值。最后进行事后分层估计,计算分层效率,对分层结果与分层效率进行对比分析。计算得到以上4种分层方法的变异系数分别为1.85%、1.41%、2.16%、1.55%。结果表明,结合无人机抽样调查,利用多层次指标法进行分层,各层内作物均质性较好,能够提高农作物面积估算的精度;此外,异质性指标较面积规模指标更能提高分层的层内作物均质性与农作物面积估算精度。