The effect of physical environment on passenger delight and satisfaction: Moderating effect of national identity

This study aims to examine the influence of an international airport's physical environment on passengers' delight and satisfaction. This study also aims to assess the moderating role of national identity on the relationship between physical environment and passengers' delight and satisfaction. A convenient sampling technique was used to select the sample. A total of 271 questionnaires distributed at Kuala Lumpur International Airport, Malaysia were used for data analysis. The result from the structural analysis suggests that physical environment in an international airport influences passengers' delight and satisfaction. Moreover, national identity portrayed in airport moderates the relationships between physical environment, passengers' delight and satisfaction. Overall, findings of this study extends the understanding of physical environment, passengers' delight and satisfaction and national identity in the context of an international airport and offer implications for international airport authorities. Discussions and implications for airport practitioners, limitations, and suggestions for future research are also provided.     

Crowded identity: Managing crowdsourcing initiatives to maximize value for participants through identity creation

In this article, we consider crowdsourcing from the consumer perspective. Specifically, we examine the identity value (i.e., sense of self) that consumers accrue by participating in creative crowds. How can managers structure crowdsourcing initiatives to maximize value for participants through identity creation and expression? We strive to answer this question first by examining the different types of crowdsourcing initiatives from a value co-creation perspective. Then we evaluate how consumers construct identities through consumption and review the literature on identity theory. Finally, we link the identity type—personal, extended, or social—to the management of crowdsourcing ventures and offer suggestions for practitioners.     

空中乘务专业认同测量模型及其实证研究

综合采用文献分析与深度访谈，提出了空中乘务专业认同四维度测量模型，它包括：专业教学、专业前景、专业意识及专业发展。开发并验证了用于测量空中乘务专业认同的量表。实证结果表明：开发的量表具有良好的信效度。对开展空中乘务专业认同优化管理提供参考依据。     

Social Interaction and Beer Consumption

The aim of this article is to describe young consumers’ attitudes and conduct regarding beer consumption, analyzing the consumer as an individual (addressing internal factors) and in a collective (external factors). The research was designed in Brazil involving 52 participants, divided into 16 focus groups, and the respective data was transcribed and analyzed. The findings show three distinct types of consumers were identified. The authors termed these the Inductor, the Induced, and the Sophisticated. The article details how each type of consumer can be distinguished through different attitudes and factors. The results suggest that, rather than thinking of beer consumption as an individual item, beer consumption should be thought of as different types, involving different behavior, attitudes, and social interaction. The article demonstrates originality and value to put forward the notion that beer consumption should not be defined as an individual item. The framework offered in this article will assist future researchers to consider consumption of different types and brands of beer, based on social interaction.     

Effects of ethnic advertising on consumers of minority and majority groups: the moderating effect of humor

The effects of portrayals of ethnic endorsers in advertising are ambiguous. These portrayals strengthen the ethnic identity of ethnic minority groups, thus leading to positive responses toward the ad. They can lead to negative responses, because these portrayals can be perceived as stereotyped. Humor is a tool that can increase positive effects of identity-building and reduce negative effects of stereotyping. In this study, we investigate how humor moderates the effects of ethnic advertising on consumers from ethnic minority and majority groups. We find that humor supports the effects of traditional portrayals for both groups. Moreover, the effect of traditional portrayals combined with humor is strongest for the minority group. These findings provide evidence for the positive effects of humor in ethnic advertising and thus provide new insights to the stereotyping, ethnic advertising, and humor literature. The findings have practical implications for advertising using ethnic endorsers, humor, or targeted at ethnic minority groups.     

品牌背书传播策略的原因分析

文章通过对品牌背书传播策略的描述,提出采用该策略需要深入考虑的因素,如产品组合相关性、品牌发展周期、品牌并购等。     

企业应对劳动力成本增加的品牌战略研究

我国城乡居民人均收入将于2020年翻一番，由此引发的问题是劳动力成本的快速提高。文章在品牌经济学的框架下，分析指出通过品牌战略建设提高产品溢价能力，是企业应对劳动力成本上升的有效手段。通过构建引入选择成本的需求函数，证明了品牌溢价能力与其品牌信用度呈正比关系。在理论分析的基础上，文章提出了应对收入倍增的品牌战略路径，主要包括自主品牌-自主品牌、自主品牌-他人品牌、他人品牌-自主品牌、他人品牌-他人品牌等四种方式。企业可根据实际情况，选择合适路径实现从无品牌到弱势品牌，再到强势品牌的转变。     

基于逆向选择视角下的快递企业品牌建设研究

基于信息不对称性产生的逆向选择一直是微观经济学、信息经济学研究的重点。随着电子商务的蓬勃兴起，我国快递行业发展进入快车道。但是，多数快递企业竞争手段单一，服务单一，不注重品牌建设，集中于低端市场，顾客忠诚度低。本文利用逆向选择模型分析快递市场，指出品牌建设有助于缓解和改善信息不对称性对于企业和消费者的伤害，明确品牌建设对于快递企业的意义和作用。     

基于城市品牌构建的旅游城市竞争力提升研究——以内蒙古旅游城市为例

旅游城市不仅是旅游目的地建设的重点,也是我国旅游业发展和世界旅游强国建设的关键.随着旅游城市之间的竞争不断升级,城市品牌在旅游城市竞争力构成因素中的地位日显重要,城市品牌可以为城市吸引优质竞争资源,获取差异化的竞争优势,为城市发展提供持续的竞争动力.内蒙古的优秀旅游城市也应走品牌化的道路,结合城市自身独特的资源优势,塑造自己的城市品牌,提升旅游城市的竞争力.     

论产业集群背景下的浙江高等职业教育发展

近年来,浙江省高职教育发展迅猛,高职人才培养质量不断得到提升,然而在以产业集群为优势特征的浙江经济发展对人才需求特点,与高职院校人才供求之间存在错位。应有效培养浙江省高职教育针对产业案群对高职人才需求专业性、行业性、区域性、层次性特征,特别是在发挥政府职能之余,要挖掘院校潜力,吸引行业协会参与,搭建多渠道＂立交桥＂,创建出高职教育的品牌。