Structural effects of cognitive and affective reponses to web advertisements,website and brand attitudes,and purchase intentions: The case of casual-dining restaurants

This study investigates the structural relationships among responses to website advertisements, website attitudes, brand attitudes, and purchase intentions in the case of web advertisements for casual-dining restaurants. Responses toward advertising (Rad) factors were categorized as cognitive responses and affective responses. The SEM model in LISREL was used to examine the interrelationships among the proposed hypothesized constructs. Several empirical results were obtained. First, Rad had a positive effect on website attitudes. Second, website attitudes had a positive effect on brand attitudes. Third, brand attitudes had a positive effect on purchase intentions. Finally, some discussion and implications of the study are provided.     

The influence of service brand orientation on hotel employees’ attitude and behaviors in China

As foreign hotel brands continue to roll out their investment in China, the competitive landscape intensifies. Central to the success of these hotel brands is their ability to offer the unique features of their service offering, as reflected in the brand, in which employees play a key role. However, in the Chinese market, where the introduction of foreign hotel brands is in its initial stages, employee brand knowledge may be limited resulting in service behaviors that are inconsistent with the brand. Therefore, the adoption of a service brand orientation to guide employee attitudes and behavior is considered to be necessary. In an effort to realize productive service employees, this study examines the consequences of adopting a service brand orientation. Results suggest that a service brand orientation is imperative for positive employee brand-oriented behaviors as well as customer-oriented behaviors that are a consequence of an employee customer orientation.     

Measuring the Effects of Event Sponsorship: Theoretical Frameworks and Image Transfer Models

The use of event sponsorship or other types of sponsorship as a means to establish, enhance, or change brand image is a fairly common practice for a variety of organizations. This objective has been identified as one of the two most common goals for organizations to engage in sponsorship programs. The rationale behind the popularity of sponsorship as a marketing tool to achieve image goals is the general assumption that, by linking a brand to an event, the image of the event can be transferred to the image of the sponsor.

Despite the increasing sophistication of event sponsorship and rising academic interest in understanding sponsorship practice, there is still a lack of in-depth understanding of how sponsorship processes work, in particular in what concerns its brand outcomes. The article addresses this issue by documenting, examining, and critically assessing the existing literature. The main explanations of brand image transfer, including theoretical frameworks and models, are presented; empirical research, divided into effectiveness of brand image transfer and the factors affecting such process, is analyzed; and two main issues found in the more recent articles—direction of brand image transfer and multiple sponsorships—are discussed. Finally, existing gaps are identified and research propositions are presented to guide future research.     

Reverse imports, foreign direct investment and exchange rates

This paper investigates linkages among “reverse imports”, foreign direct investment and exchange rates. As an example, we have in mind the competition in the Japanese market of a Japanese multinational firm and a Chinese domestic firm. Products are differentiated based on Japanese consumers’ brand name recognition. The model shows that yen appreciation leads to an increase in Japanese production in China and “reverse imports” and a decrease in Japanese domestic production. Due to the barriers in brand name, the exports of the Chinese firm could fall, because the increase of reverse imports may erode the market share of the Chinese firm, even though total exports from China increase. Further, we find that yen appreciation may improve the profits of the Japanese firm and welfare in Japan under reverse imports, against conventional wisdom. The predictions of the model fit well with the actual numbers and shed light on the current debate on the Chinese currency.     

安徽省茶叶出口现状及对策分析

安徽省是传统茶叶生产大省,茶叶出口量居全国第三。但是面对欧盟、日本等国实施新的农药残留限量标准后,安徽茶叶出口遭遇到严重的绿色壁垒。本文分析了绿色壁垒对安徽省茶叶出口的影响,提出进一步扩大安徽茶叶出口的对策。     

中国服装"老字号"兴衰的品牌经济分析

从经济学的角度出发,概括了中国不同时期服装品牌的发展状况,分析了服装"老字号"产生和存在的经济环境和条件,并运用品牌经济学的理论解释了传统服装"老字号"在当今时代未能发展壮大的原因。     

A collective,undifferentiated accounting profession: an Australian study

A study of 386 potential and current members of the accounting profession in Australia and South‐East Asia provides evidence of the importance of three attributes – brand/reputation, international recognition of qualifications and career opportunities – in the decision to join a professional accounting body. While these attributes are important, logit regression models indicate that they are not discriminatory in the choice of professional body and suggest a perception of a collective, undifferentiated accounting profession. The marketing of brand/reputation and membership benefits may be a more efficient and effective strategy in attracting members and differentiating the profession if undertaken by a combined or coordinated professional body.     

以财富管理为着力点服务浙江经济转型升级

浙江省经济转型将迎来巨大的财富管理需求,这为银行业发展财富管理业务提供了良好契机.同时,开展财富管理银行业务也是商业银行打破同质化竞争、辅助产业资本走出去、实现自身战略转型的必由之路.在浙商业银行实现财富管理转型,必须从传统的资金提供者向综合金融服务商转变,可以从产品创新、品牌塑造、新兴产业、中小企业、信息技术和风险控制六个方面入手.同时,政府和监管机构也应加快完善法律法规,鼓励金融创新,搭建行业交流平台.     

Brand equity in the professional service context: Analyzing the impact of employee role behavior and customer-employee rapport

The study examines whether factors related to customers' perception of employees' behavior in terms of customer perceived role ambiguity, role overload and customer-employee rapport influence the development of brand equity in the professional service context. 632 customers of one of the Big Four auditing companies participated in the study. The results of structural equation modeling show negative effects of role ambiguity and role overload on brand associations, perceived quality and brand loyalty, which constitute brand equity. The findings indicate a positive effect of customer-employee rapport on the enhancement of B2B brand equity. However, the negative influences of role ambiguity and role overload on customer-employee rapport transfer detrimental indirect effects on brand equity. The study contributes to an understanding of how the real interaction between service providers and customers can influence brand equity in the professional service setting.     

Brands: Just for consumers? Introduction to the special issue on B2B branding

Although there is significant interest in branding in a B2C context substantially less research has been conducted in B2B marketing. The research in B2B marketing is somewhat fragmented and a research agenda to develop coherent models and provide guidance to practitioners is required. Despite the disjointed nature of the research in this area, B2B branding has been found to convey a number of benefits e.g. conferring uniqueness. This special issue consists of eleven papers covering a range of topics including brand alliances, brand personality, brand equity and brand relationships, brand identity, corporate branding and social media.