Global Advertising Practices

Abstract

This empirical study of European, Japanese and U.S. multinational companies provides a cross-sectional investigation on the degree of standardization practiced in advertising strategy and message elements, objectives and types of content of standardized advertising and ways of using adapted strategy. Based on the sampled data, no statistical difference was found for any of the analyses at the 0.05 significance level. However, it can be concluded from the data that global marketers are moving toward standardization in their advertising. The contributions of this research can be significant for both academicians and practitioners. Managerial implications and future research directions were also provided.     

英汉双宾构式的共性和个性之比较分析

在构式语法理论框架下,介绍了英汉双宾构式研究的现状,探讨了英汉双宾构式在句式语义、原型特征以及构式义和动词语义的匹配模式,说明英汉双宾构式在以上三个方面存在着共性;在双宾构式的范围、概念模式以及能够进入双宾构式的动词三个方面存在着差异,从而说明:句法结构反映了人的概念结构和对世界的认知方式,包含相同概念内容的句式也会因为对事件的认知方式不同而导致意义上的差别。英汉双宾构式的共性反映了不同民族对世界的认知方式相同,英汉双宾构式的差异体现了英汉民族语言表达方式的不同。     

我国煤炭资源税从价计征的局限性研究——基于征税效果和效率的预评价

从征税效果和效率的视角,对资源税从价征收进行了预评价。评价结果表明,从价计征改革存在2大局限性,一方面无法达到"地方政府摆脱资源大省、财政小省困境"和"提高回采率、保护煤炭资源"等预期效果;另一方面,会造成征税的双重超额负担,导致征税低效率。在此基础上,建议应从整体而非局部推动煤炭资源税费改革,系统地进行煤炭资源税收体系再设计。     

A Perspective‐Based Understanding of Project Success

Answering the call for alternative approaches to researching project management, we explore the evaluation of project success from a subjectivist perspective. An in‐depth, longitudinal case study of information systems development in a large manufacturing company was used to investigate how various project stakeholders subjectively perceived the project outcome and what evaluation criteria they drew on in doing so. A conceptual framework is developed for understanding and analyzing evaluations of project success, both formal and informal. The framework highlights how different stakeholder perspectives influence the perceived outcome(s) of a project, and how project evaluations may differ between stakeholders and across time.     

高中英语教学应加强学生自主学习的培养

学生进入高中阶段以后,教师应让其重新审视自己在整个学习过程中的角色位置,帮助他们转变观念,促使其尽早成为学习的主人。同时,要从个人乃至国家的前途命运的高度教育学生认清外语学习的重要性,培养其不断进取的信念,提高独立自我意识的水平和自我教育的能力。     

Resource Guide

No abstract available for this article.     

浅析任务驱动法在VFP教学中的应用

根据非计算机专业本科人才的培养方案,VFP数据库技术已经列入培养实用型人才的高校计算机课程的教学计划中。面对目前该课程教学效果欠佳,学生学习愿望低下的状态,笔者提出自己在教学过程中的感悟,主要通过任务驱动法和案例法相结合应用在VFP数据库的教学中,使这门对于非计算机专业的学生来说稍难的课程变得不再枯燥、难懂,使学生都能达到掌握数据裤技术的能力。     

Does Religion Matter? A Comparison Study of the Ethical Beliefs of Marketing Students of Religious and Secular Universities in Japan

This study was designed to examine the determinants of and differences between the ethical beliefs of two groups of Japanese students in religious and secular universities. Multiple regression analysis revealed that students of the Japanese religious university perceived that young, male, relativistic, and opportunistic students tended to behave less ethically than did older, female, and idealistic students. Students of the Japanese secular university perceived that male, achievement-oriented, and opportunistic students tended to behave less ethically than did female and experience-oriented students. Opportunism was found to be one of the most important determinants in explaining misconduct. Multivariate analysis of variance (MANOVA) and multiple discriminant analysis (MDA) revealed that students of the Japanese secular university tended to score higher on achievement and humanism, and lower on theism and positivism than did students of the Japanese religious university. In addition, students of the Japanese secular university were somewhat more sensitive to academic dishonesty practices than were students of the Japanese religious university.     

Corruption and Tourism: An Empirical Investigation in a Non‐linear Framework

This article investigates the effect of corruption on tourism demand for a panel of countries during 1999–2009 by using panel least square and fixed effects regressions. Prior research has considered only the linear effects of corruption on tourism. We examine the relationship between corruption and tourism in a non‐linear framework after controlling for economic and heritage factors. The findings suggest that corruption has a significant effect on tourism demand and that this effect is non‐linear. Copyright © 2014 John Wiley & Sons, Ltd.     

商业年金消费决策的行为经济学分析

商业年金是我国养老保险体系的重要组成部分,虽然近年来我国在政策层面不断推动商业年金的发展,但是我国居民的商业年金需求仍然十分低,存在“年金谜题”现象。本文从行为经济学的视角展开对商业年金消费决策的分析,首先从理论层面阐述了行为因素对商业年金消费决策的影响机制,随后设计调查问卷收集个体数据,从实证层面进行了验证。结果发现,主观概率、心理账户、信息感知、金融素养等行为因素会显著影响个人的商业年金消费水平,其他客观因素如性别、年龄、婚姻状况、风险态度以及收入水平等也会显著影响个人的商业年金消费水平。基于本文研究结果,认为未来商业年金回归保障属性、弱化个人账户概念以及发展保险咨询服务等可以带来商业年金需求的提升。