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.     

To invest, or not to invest, in brands? Drivers of brand relevance in B2B markets

When allocating resources to brand investments, managers should consider the relevance of brands to the purchase decision process. Past research on consumer markets shows that brand relevance generally is driven by three functions: image benefits as well as information cost and risk reductions. This study is the first to investigate these underlying mechanisms of brand relevance in a business-to-business setting. Our main contribution is that, in contrast with consumer markets, brand relevance in industrial markets depends primarily on risk and information cost-reducing effects. Therefore, business-to-business firms should invest in their brands using tactics that support the reduction of risk and information search costs for customer decision making. This article also demonstrates that brand relevance differs across product categories, such that depending on the specific category, investing in brands may or may not be a promising strategy.     

The industrial brand personality scale: Building strong business-to-business brands

To remain distinct and build strong business relationships in a competitive business-to-business (B2B) environment, an increasing number of industrial marketers attempt to exploit the potential of branding. However, brand management in the industrial sector is still at its starting point. For this reason, the authors introduce the concept of brand personality to industrial markets. Based on a series of qualitative and quantitative studies, the authors develop and validate an Industrial Brand Personality Scale. Furthermore, they examine whether brand personality perception differences exist among different types of industrial transactions and among different members in the buying center. The analysis yields a framework for theoretical discussion and provides B2B managers with a tool to build strong B2B brands in an increasingly competitive industrial market.     

生别调解下高卷入产品品牌体验对品牌忠诚的影响

顾客的品牌体验会影响品牌忠诚,在现有文献中已基本达成其识。本文基于进一步的维度划分,研究了品牌体验五个维度对品牌忠诚两个维度的不同影响,尤其检验了性别差异的调解作用。构建了以品牌体验为自变量,品牌忠诚为因变量,性别为调节变量的结构方程模型,进行实证研究。结果表明：品牌体验各维度对品牌忠诚的影响有不同,并且性别差异的调解效应显著。并提出企业应根据不同的目标顾客群,以不同的体验维度为重点构建品牌忠诚。从一个新的视角为品牌忠诚构建提供了理论指导。     

On the Extendibility of Brands with Subordinate versus Basic Category Concepts

In this paper, we use a series of experimental studies to show that consumers’ response to the extension of a brand associated with a basic versus a sub-category depends on the closeness of the brand's parent and extension categories. When the two categories are close, consumers respond more favorably to the extension of a brand with a basic category concept, but the pattern reverses when the categories are far apart. However, a brand with a basic category concept can mitigate its disadvantage in a distant category by first launching an intervening line extension. Our results suggest that brands with sub-category concepts are not limited in their ability to extend, and can help retailers meet the twin objectives of leveraging the high growth of specialized categories and rationalizing their brand portfolio. They also suggest that managers should aim to extend brands with sub-category concepts into distant categories where the modifier in the brand concept is relevant rather than into close categories.     

跨国公司在华品牌本土化战略和启示

在中国市场，企业的产品竞争正逐渐演变为品牌竞争，品牌战略已成为企业占有市场的有效途径。跨国公司凭借其品牌优势所实施的品牌本士化战略在中国市场的竞争中居于有利地位，而国内企业在品牌战略的一些错误做法导致其在竞争中远远地落在跨国公司后面，实施正确的品牌扩张策略已是刻不容缓.