Fostering international brand loyalty through committed and attached relationships

The relationship-building approach, focused on the building of brand-to-consumer relationships conducive to brand loyalty formation, has become an extensively investigated topic in international brand management studies. However, the theoretical development of this approach manifests obvious diversities, causing managerial uncertainty about how to take appropriate strategic actions to put the relationship-building approach to best use. The current study, orchestrating the main concepts derived from three relationship-building paradigms with necessary adaptations and modifications, develops and validates the Relationship-Building for Strategic Brand Management Model. Its most noteworthy contribution lies in the coalescence of pragmatic utilitarianism, emotionalism and social symbolism, orienting the relationship-building approach to correspond to the principle of holistic consumer experience management. As explicated by the model, committed and attached relationships built upon the relationship foundation mirroring the holistic essentiality of holistic consumer experience are convertible into powerful driver of international brand loyalty. The model structure and causal path pattern prove to be applicable to different international product brand categories in different regions. Strategic implications are deduced from the research findings, which the international brand manager may take into consideration to maximize the effectiveness of relationship-building strategies for fostering brand loyalty in the international market.     

旅游目的地品牌研究

旅游目的地营销经历了旅游地形象、旅游宣传口号之后,迎来了旅游目的地品牌竞争时代,构建旅游目的地品牌已经成为一种必然趋势。通过在前人研究基础上对旅游目的地品牌做进一步研究,探究了旅游目的地品牌内涵及自身发展规律,对旅游地品牌有进一步的认识,更好的促进旅游地可持续发展。     

长期股权投资核算的权益法

长期股权投资权益法,其特点是投资最初以投资成本计价,以后根据投资企业享有被投资单位所有者权益份额的变动对投资的账面价值进行调整的方法。本文主要讨论了权益法的涵义与适用范围,通过实例分析了权益法下的会计处理思路等问题,并提出了相应的解决对策。     

我国高等教育投资机制的经济学分析

大学生就业难和高等教育改革引起了社会广泛的关注,本文从经济公平和投资主体的视角分析我国高等教育投资机制变革,借鉴人力资本理论,联系我国经济发展对高等教育的需求,提出我国高等教育投资机制的变革仍需解决主体多元化、民营化等深层次问题,以推进高等教育的公平与效率,进而促进经济发展。     

产品伤害危机处理与品牌资产恢复关系探析

产品伤害危机处理作为企业管理实务的重要内容,对重获消费者满意、重获消费者信任和促进品牌资产恢复具有战略意义,已被越来越多的危机企业所重视。全面了解产品伤害危机的类型及其处理方式的选择与品牌资产恢复的关系,对企业更好的进行危机处理,保留消费者具有重要意义。     

公平理论下的水利工程移民安置补偿问题

在分析我国水利工程移民安置补偿中存在问题的基础上,运用公平理论,从纵向和横向两个层面分析了我国水利工程移民安置补偿问题的不公平性,并从公平理论的角度提出了保持横向和纵向安置补偿公平的对策及建议。     

私人股权投资在中国的现状、问题和选择

我国私人股权投资所面临的主要问题是私人股权市场主体缺位严重,尚未建立有效的运作机制,投资管理的理念,工具和手段落后,以及退出渠道不畅。本文提出加强政策引导,促进社会资本进入、建立有限合伙制度、强化金融创新和积极培育多层次资本市场等政策建议。     

我国上市公司财务治理结构研究

我国上市公司财务治理结构存在股权结构不合理、财权配置过于集中、财务监督机制失效、财务激励失衡、所有者缺位,信息披露制度不规范等问题.本文分析了产生的后果和形成的原因,提出了置换国有股功能,优化股权结构,适当提高流通股比重、合理配置财权、提高债权人地位、界定清晰的财务主体、加强内部财务监控等建议.     

Creating Global Brand Names: The Use of Sound Symbolism

ABSTRACT

Creating meaningful brand names for international markets can be particularly challenging because translation may distort intended meaning. To mitigate this issue, marketers can imbue meaning into a brand name with sound symbolism, which refers to the direct linkage between sound and meaning. The aim of this article is to examine whether sound symbolism effects are maintained after translating a brand name from English to Hindi. Results of an empirical study with Hindi-speaking subjects indicate that the sound–meaning relationship can persist after translation. A primary contribution is that sound symbolism can help create global brand names with consistent meaning across languages.     

顾客资产管理研究述评

顾客资源是企业资源的一种,也是企业在日益激烈竞争环境中获得优势的来源之一。目前,学术界关于顾客资产的研究和评述已有很多,其研究成果主要集中于顾客资产管理起源、顾客资产分析、顾客筛选和组合、顾客资产的影响因素、顾客资产实施以及供应链中的顾客资产的管理等方面。在现有的研究中,通过利用度量模型,可以有效识别顾客资产和顾客终身价值,有效帮助企业了解顾客的心理与需求,从而建立起营利性的顾客关系。企业在改进产品与服务的同时,实现企业与顾客的共同需求,强化企业与顾客关系,进而增强企业竞争力。