“企业文化力-品牌力”模型：一种民族文化视角下的战略选择

随着国内市场经济体制的逐步完善,产品差异化程度逐渐削弱,同质化程度逐渐增强,品牌的效用日趋明显：文章有如下创新和结论：提出了“企业文化力－品牌力关系模型”;一个世界级的企业,既要拥有自己独特的企业文化,还要具备强势的品牌影响力;面对众多世界级品牌的挑战,民族品牌的优势就是中华民族五千年博大精深的文化,民族品牌只有烙上民族文化的独特印记才有可能成为世界的品牌。     

The dark side of innovation: How new SKUs affect brand choice in the presence of consumer uncertainty and learning

New product activity is critical for sustained success of consumer packaged goods (CPG) brands. However, the impact of new SKUs on the perceived quality, quality uncertainty and subsequent choice of the brand as a whole is, as of yet, not well understood. The authors study how new additions to the brand line shape consumers’ quality perceptions, and how this – next to the mere line length effect – influences their choice of brands over time. They do so in the setting of an emerging market (China), where new product activity is particularly pervasive. Using a unique scanner panel dataset of Chinese households over the period 2011–2014, they estimate a Bayesian learning model that accommodates varying quality, on two CPG categories, and for two types of new-product additions (new sensory SKUs vs. new non-sensory SKUs). They show that while adding new SKUs may lift the brand’s perceived quality level, it also makes consumers more uncertain about the quality of the brand – dampening their brand choice. This holds especially for light customers – an important part of the brand clientele. Managerial implications are discussed.     

Fashion and the metaverse: Clarifying the domain and establishing a research agenda

In recent years, the metaverse has garnered significant attention as a term referring to a network of 3D virtual worlds that integrate elements of both physical and digital worlds. Fashion brands have begun exploring the metaverse as a new marketing platform, which is expected to bring about substantial changes in the fashion and retail industry. However, a lack of consensus on the nature of the metaverse and its impact on the fashion industry currently exists, and limited academic research is available on the metaverse's influence on fashion brands' marketing strategies and brand experiences. To address this gap, this study employs a thematic analysis approach on trade journals and industry articles that cover fashion brands' metaverse strategies. Through this analysis, the study provides a typology of current marketing strategies of fashion brands in the metaverse. Based on these empirical findings, this research proposes a theoretical framework that explains how different metaverse strategies affect different dimensions of brand equity. Finally, this study offers research directions for fashion brands' metaverse strategies by presenting an integrated framework that synthesizes the key insights from our research findings.     

Environmental Actions and Consumer Participation: Which Impacts on Brand Relationship? The Multiple Realities of the Hospitality Sector

This paper focuses on the complex causal relationships between consumers’ attitude towards environmental actions, their participation in the hospitality supply and their brand relationship from different perspectives. These relationships are modelled by using fuzzy-set Qualitative Comparative Analysis (fsQCA) on a sample of hotels. The findings show that for each kind of participation, attitude of consumer regarding environmental actions appears to be a necessary condition. Various paths are identified to explain consumer brand relationship in budget and luxury hotels. The models have a good predictive validity and provide useful recommendations in the understanding of consumer behaviors.     

When push comes to shove: How coach versus student athlete misconduct affects event attendance intentions

Though onand off-the-field misconduct is common among U.S. college athletic programs, little is known regarding the ramifications that may result. Drawing on social learning theory, the current research suggests consumers intentions (e.g., likelihood of attending a game) differ depending on violator's team role. Across one qualitative and five experimental studies, we demonstrate that consumers' intentions are influenced by violator's team role, such that likelihood of attending a game is lower when a coach (vs. student athlete) misbehaves, an effect driven by evaluation of the academic institution. This effect is robust across both winning and losing records and moderated by perceived fairness of the university's actions toward the violator.     

Social servicescape’s impact on customer perceptions of the hospitality brand – The role of branded social cues

This research examines how the social servicescape (i.e., employee-customer, employee-employee and customer-customer) impacts brand-related outcomes via branded social cues. Informed by theories related to cue consistency and conceptual fluency, results from three experimental studies conducted across sectors and scales of hospitality businesses (i.e., luxury hotel, high-end restaurant and limited-service hotel), indicate that branded social servicescape cues have direct, indirect and interactive effects on brand-related outcomes. In luxury contexts, when the brand’s personality is absent in employee-customer social cues, the negative effects were buffered if brand personality is reflected in employee-employee social cues. Conceptual fluency mediated the relationship between branded employee-customer social cues and brand-related outcomes, which was moderated by branded employee-employee social cues. Conceptual fluency also mediated the relationship between branded customer-customer social cues and brand-related outcomes. This research sheds light on how hospitality firms can leverage branded social cues to enhance customer evaluation of the hospitality brand.     

Multidimensional brand equity and asymmetric risk

The authors investigate the extent to which central customer-based brand equity dimensions (Differentiation, Relevance, Esteem, Knowledge, and Energy) influence a firm’s systematic risk (i.e., beta) during both market upturns and downturns. The results demonstrate that aggregating upside and downside beta or different dimensions of brand equity masks the true associations which can be seen only in the disaggregate analyses. The authors find that Relevance and Knowledge play roles as stabilizers, showing negative relationships with both upside gains and downside risk, while Esteem plays the role of protector, showing a negative relationship with only downside losses and not influencing upside gains; Energy acts as a booster, being positively associated with a firm’s potential gains in a period of market growth without increasing the firm’s expected losses during a bad market. The positive relationship of Energy with aggregate risk could be misleading as it hides the beneficial effect of Energy as a booster. The authors also find that Relevance is the most important consideration when people make choices in bad market situations, while Energy becomes the most crucial deciding factor in good market situations. Taking advantage of the multidimensional constructs of brand equity while allowing for the asymmetrical characteristics of risk enables managers to capture the differential role of each brand equity dimension in influencing firm risks, which leads to more sophisticated strategic decisions regarding risk management. In addition to general brand strategy, the authors provide tailored brand strategies to firms from different industries or with different financial characteristics.     

Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands

Consumers of luxury brands have been described as seekers of products that can offer a signaling value to present to others but also a value for their self-concepts in an existentialist spirit potentially linked to being “cool or not.” Prior studies have conceptualized brand coolness and evaluated its impact on consumer responses to brands. However, few studies have contextualized the construct of brand coolness concerning luxury brand realism. We assessed the semiotic tension that luxury brand consumers feel between self-concept and self-presentation to others via a theoretical consideration of four antecedents of brand coolness: individual, social, financial, and functional luxury values; and one intentional outcome such as consumers' passionate desire to use luxury fashion brands. Our findings indicated that luxury values positively influence brand coolness, and brand coolness positively influences passionate desire. We further confirmed that brand coolness plays a complementary mediating role between luxury values and passionate desire. A final contribution is to invite brand managers to consider how luxury values and brand coolness might be used proactively to drive consumers' passionate desires in the relationships with luxury fashion brands.     

The role of involvement: Investigating the effect of brand's social media pages on consumer purchase intention

This study examined the influence of consumer's brand familiarity and the information quality of social media content on their involvement with a brand on the brand's social media pages. Also studied were the influence of involvement on consumer's attitude towards the brand's social media page and the effect of their attitude on future purchase intention from the brand. The results indicated that both brand familiarity and information quality had significant effects on a consumer's involvement with a brand on its social media page, yet the brand's social media content had a greater influence on a consumer's involvement with the social media page. Further, involvement with a brand's social media led to a positive attitude towards the brand's social media page, which in turn influences future purchase intention from the brand. However, the involvement did not directly influence future purchase intention from the brand. The results suggest the significant importance of quality of social media content.     

Building value co-creation with social media marketing,brand trust,and brand loyalty

Value co-creation has emerged as a critical challenge for fashion brands in the age of social media. Despite its importance, scholars have not adequately explored the role of social media marketing (SMM) in enhancing value co-creation (VCC) intentions among fashion brand consumers in mainland China. SMM encompasses five hierarchical elements: entertainment, customization, interaction, electronic word-of-mouth (EWOM), and trendiness. This study developed a theoretical framework based on attribution theory and employed the partial least squares–structural equation modeling (PLS-SEM) method to analyze the value co-creation process. The results indicate that SMM positively impacts brand loyalty (BL), brand trust (BT), and VCC. Furthermore, BT positively affects BL and VCC, while also serving as a positive mediator between SMM and BL and VCC. Finally, BL positively enhances the VCC intentions of fashion brand consumers. Our study's unique insights, derived from the attribution theory's advantage point, enrich the marketing literature. These findings also offer practical guidelines and tips for marketing managers seeking to optimize their SMM mix for VCC.