实施微笑服务打造输液室护理品牌

目的:实施微笑服务,提高护理水平,打造护理品牌。方法:改善输液室环境、体现人性化护理、建设品牌的护理团队、从细节入手、从点点滴滴入手,让患者感动,打造品牌服务。结果:患者满意度100%.团队凝聚力增加,护理质量得到了持续改进。结论:从以上几个方面实施微笑护理品牌服务,建设了一整套可推广的输液室护理模式。     

嵌入视野下农业规模经营的实践机理——基于汨罗市C村“千亩大户”的个案分析

在快速城镇化背景下,农业规模经营成为实现我国农业现代化的重要途径。本文从农地流转、劳资利用、农业服务和政府补贴四个角度分析"千亩大户"实现农业规模经营并保持稳定收益的实践逻辑。内生性农业规模经营主体通过集体嵌入、社会嵌入、市场嵌入及行政嵌入突破农业规模经营的多重困境,一是基于集体所有制的中介机制实现低成本的农地规模流转;二是基于熟人社会的人情机制维系道义化的劳资利用关系;三是基于自由市场的竞争机制生成互补性的农业服务共营体系;四是基于政策干预的补贴机制建立一种风险与收益低度平衡的盈利模式。嵌入视野下农地规模经营的实践机理对理解我国规模农业发展的支撑体系具有现实意义。     

中国拥有知名品牌的战略意义和政策取向

随着中国经济发展阶段的变化,品牌消费的时代已经到来,市场竞争的焦点正在由单一的产品价格竞争转向包括质量、技术、服务、诚信、文化等在内的品牌竞争。拥有知名品牌是中央的战略要求和“十一五”发展的重要目标,这对增强自主创新能力和提高国际竞争力等具有重要意义。改革开放20多年来,中国自主品牌没有与中国经济一同发展起来,或许是中国发展的最大缺憾之一。中国要走品牌发展之路,打造品牌大国乃至品牌强国,必须形成统一有效、覆盖全国的品牌战略工作机制和政策支持体系。     

The Devil might wear Prada,but Narcissus wears counterfeit Gucci! How social adjustive functions influence counterfeit luxury purchases

People buy counterfeit luxury goods for a range of reasons, including status and belonging. Previous research has shown these stem from an individual's value-expressive or social-adjustive attitudes. However, there appears to be limited research identifying a clear causal relationship between these and intention to purchase counterfeit goods, or how these attitude functions might be used to inhibit purchase of counterfeit luxury products. Using a mixed (survey/experiment) design, in two studies this research demonstrates an individual's social adjustive function has a positive influence on purchase intent for counterfeit luxury goods. However, the use of value expressive ad appeals can limit this effect on consumer decision making. The findings also demonstrate the existence of contingent effects across different levels of product involvement and product knowledge. The contingent effects help better understand the inconsistent findings in the literature regarding the influence of value-expressive and social-adjustive functions on counterfeit purchase intention, and shed light on the interplay among these variables.     

Uncertainty and affluent teenagers’ luxury buying-decision: The role of avoidance-related indecisiveness

Global teen population constitutes a sizable market in the luxury brands industry. However, little is known about the mechanism through which teens form an attitude towards luxury brands, particularly in the context of emerging economies. Drawing insights from self-concept theory, self-discrepancy theory, and social consumption motivation, our study proposes a theoretical framework to explain how teenagers' self-related perception influence social consumption motives through avoidance-related indecisiveness, thereby determining teenagers' attitude towards luxury brands. Using a sample of 610 affluent private school students across five major cities of India, we empirically validate our theoretical framework through structural equation modelling. Our study contributes to the existing literature by demonstrating the impact of teenagers’ self-perception on the display of avoidance-related indecisiveness and resisting social consumption motives of luxury brand purchases.     

Fast food,ads, and taste in a Russian child’s mind

Research demonstrates that brands can influence children’s food preferences and potentially contribute to unhealthy consumption patterns. This article extends this line of research by investigating the complex and interacting effects of food brand marketing on experienced taste. The empirical field in a remote Russian town enabled the assessment of branding effects when entering a newly established market. Examining the combination of various advertisement features with emotional brand elicitation, we derive hypotheses about the interplay of brands and advertisement components linked to the perceived taste of a fast food meal. In Novosibirsk, Russia, 778 children and adolescents aged 10–18 years were exposed to fast food advertisements with real and imaginary brand logos and varying advertising claims. The advertisements consisted of a warning, an exaggerated credence claim, or both. A subsequently offered fast food meal—a portion of French fries—was experimentally varied and prepared to be either healthier but less tasty and unsalted, or less healthy but tastier and salted. The findings verify strong and positive brand effects on children’s taste satisfaction. Warnings in advertisements “worked” only for novel fast food brands by negatively affecting taste satisfaction, but increased taste satisfaction when applied in advertisements for established brands. Single credence claims did not improve the taste experience, but counteracted the negative effects of warnings for novel brands. Finally, the established brand influenced taste satisfaction positively when the fries were saltier. The findings reveal various opportunities for fast food marketing to artificially create taste satisfaction for potentially unhealthy food. Public health strategies that focus on advertising claim restrictions should be reconsidered in the context of possible evasion strategies of the food industry and counter‐effects of warnings among strong fast food brands.     

Everyday Low Pricing: A Private Brand Growth Strategy in Traditional Food Retailers

This article aims to address the relationship between promotional pricing and everyday low pricing in strategically growing private brands in traditional food retailers. The study aims to expand the domain of previously researched private brands strategies by including a broader sales growth role than is normally found in the branding literature, particularly using private brands as a centerpiece of growth and not solely as a less expensive option to national brands. The gap in research we are addressing, and why our study is different, is twofold: There has been very little research in the area of taking traditional “mass categories” and implementing mass merchant tactics inside a conventional food format, and there has been very little research surrounding using private brands as the tactical fighter for a conventional food retailer.     

When luxury brands meet China: The effect of localized celebrity endorsements in social media marketing

In social media marketing, celebrity endorsement is a widely used strategy. Luxury brands use their social media accounts to post pictures of celebrities using their products. However, they would be confronted with the dilemma of whether to standardize or localize their celebrity endorsers for different markets. This dilemma of whether to standardize or adapt their advertisements to the local market has been haunting luxury brands for a long time. This paper examines the effectiveness of localized celebrity endorsements for luxury brands on Chinese social media. We analyze whether Chinese celebrity endorsers could trigger more social media interactions and enhance perceived brand luxury than Western celebrity endorsers, based on an analysis of online big data and two experiments. We also explore when localized celebrity endorsement is most effective, focusing on the moderating role of patriotism. The results suggest that localized (vs. standardized) celebrity endorsements lead to more social media interactions. Using localized (standardized) celebrity endorsements enhance the perceived brand luxury for people with high (low) patriotism.     

The Future of Private Labels: Towards a Smart Private Label Strategy

Modern day store brands (SB) or private labels (PL), now also popularly called private brands, are brands generally owned and marketed by retailers. They have been active on the market for about 70 years. Over this time span, these brands have evolved from generic, cheap, low-quality economy or budget private labels to lower-priced-than-national brand but acceptable-quality value or standard private labels. Over time, retailers extended the value proposition to the consumer segment seeking higher quality by offering premium private labels. This strategy, called the tiered-private label, comprises offering economy PL to the price-sensitive but not quality sensitive consumers, standard PL to mainstream consumers seeking acceptable quality at lower prices, and premium PL to the quality-sensitive segment seeking value. Over the last 40 years (1980–2020), these versions of private labels have witnessed substantial growth around the world, though the growth is said to be tapering in recent times.As retailers chart the future strategy for their private labels in 2020 and beyond, a pertinent question they face is: Should they continue to offer value or even tiered PL with the same formula that brought them success in the past, or should they morph and adopt new strategies in keeping with current market trends? We support adopting a new strategy that we call the smart PL strategy. The value PL strategy and its manifestation as the tiered PL strategy cater to different consumer segments but focus primarily on price and quality as attributes of choice. In the current marketplace, consumers care not only about price and quality, but also about sustainability, ethics, social responsibility, image, so forth, perhaps more so than earlier generations. They are also more tech-savvy in using digital tools for search and purchase. Retailers, on their part, are now endowed with rich, extensive data that they can tap into to understand customers’ diverse needs, and they are able to harness technology for developing the right product and communication. Thus, the smart PL strategy is a strategy by which retailers can leverage data and technology to market private labels that meet diverse customer needs and achieve greater retail differentiation, store loyalty, margins, and profits. This thought piece provides a road map for developing such a smart PL strategy and directions for future research.     

Brand Analyses of U.S. Global and Local Brands in India: The Case of Levi's

ABSTRACT

This study investigates differences between U.S. global and local brands in the Indian market. Attitudes toward American products and the brand equity of U.S. global and local casual apparel brand in the Indian market are examined. It is postulated that global and local brand influence brand equity, which is composed of brand image, brand awareness, emotional value, perceived quality, brand loyalty, and purchase intention. A total of 411 college students in India participated in the survey. Using repeated measures ANOVA, this study finds that Indian consumers perceive global and local brands differently based on brand equity.