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.     

从“中国制造”到“中国创造”的品牌建设之路

中国是制造大国但不是制造强国，面临利润微薄、产品低端和自主品牌少等诸多尴尬。从“中国制造”向“中国创造”的转变是中国经济的未来发展战略，但目前“中国创造”凸显三大软肋：缺乏核心技术、缺乏全球知名本土品牌和缺乏品牌建设的观念和体制。中国的品牌建设之路势在必行。以企业为主体．品牌建设的路径依赖与品牌建设者对品牌个性的独到理解、品牌策略的灵活运用和品牌战略的长远规划分不开。     

基于计算机数据分析的品牌价格平衡模型

随着计算机网络与通信技术的发展，信息技术在市场预测模型中的应用越来越广泛。基于计算机数据分析的品牌价格平衡模型（Brand Price Trade-Off），成为国外目前最为成功的一种在模拟竞争环境下测试品牌价格策略的高级研究技术。     

Entrepreneurs: Invent a new brand name or revive an old one?

This paper discusses launching an entrepreneurial venture by acquiring a once popular brand name and reviving it. Interviews were conducted with 10 executives who acquired dormant brands and successfully relaunched them into the market. Their comments suggest that, with proper planning, an entrepreneur may be able to substantially increase his or her chances of success by reviving brands, rather than spending the enormous amount of capital required to build new brand image. Conclusions suggest that nostalgia targeting is not enough; the revived brand must be repositioned to satisfy today's customer values. Evidence also suggests licensing a revived brand name to unrelated industries may prove very profitable for the entrepreneur.     

建构品牌管理委员会 保护中国品牌

21世纪品牌成为企业参与市场竞争的利器,也是衡量一个国家竞争力的标准。但是近年来我国品牌屡遭并购,给我国经济带来极大的损失。本文分析了我国品牌屡遭并购的原因,提出通过建立品牌管理委员会发展品牌,保护品牌。     

Brand experience as a moderator of the negative impact of promotions

While price promotions are generally believed to have a positive impact on immediate sales, their effects on attitude towards repurchase, quality perceptions, and repurchase are far less clear. We present a study that tests the effect of brand experience in moderating the negative impact of promotions. The results of the laboratory study indicate that the negative impact of a discount on perceptions of quality and subsequent intent to purchase at full price is eliminated among those who had tried the brand. The moderation of the negative impact of promotions has not been previously shown to occur despite its prediction by a variety of behavioral theories.     

金融企业的服务品牌内化研究

服务品牌内化研究是当前服务品牌研究领域的热门话题。金融企业通过构建基于机制设计下的服务品牌内化模型,能够有效地确定目标市场,进行品牌定位,实现品牌承诺和价值主张,激发员工参与行为,培养客户的忠诚度,实现获利战略目标。论文在研究前人成果的基础上,创新性的提出了"三维客户价值体验公式"、服务品牌构建路径、服务品牌内化"六力"假设模型、基于机制设计理论的服务品牌内化模型,为下一步的品牌内化研究提供了初步的理论模型,并对中国金融企业,以及其他企业服务品牌建设有着较高的实践意义。     

浅谈吉林森工集团品牌战略体系建设

在国家各行业经济体系的快速发展与创新中,林业产业在推动国家经济绿色增长中的地位越来越重要,胡锦涛主席强调"把发展林业作为实现科学发展的重大举措、建设生态文明的首要任务、应对气候变化的战略选择"。国有森工企业要重新确立符合市场经济和企业自身发展的新战略,必须不断创新集团发展路径和管理方式。品牌战略体系的建设呼之欲出,并在国有森工集团发展中起到了至关重要的作用。本文以吉林森工集团为例,浅析品牌战略体系建设的重要性与过程。