华商文化传播与中国品牌国际化发展研究

华商文化应是一种弘扬传统华商文化之精髓、吸纳全世界文化之优点、创新、融合、发展中的文化集合体。华商文化应当是中国品牌的灵魂,而中国品牌应当是华商文化的主要载体。在华商文化国际化与中国品牌国际化的进程中,华商文化是神,中国品牌是形,按自然界的规律,只有神形合一,神形相谐,二者才能实现较好的发展,也才能实现最终的中国品牌国际化的目标。     

Attitude and Willingness to Pay for National and Store Brands of Milk in the South of Chile

ABSTRACT

In Chile the milk consumption has maintained between 124 and 134 Ls per capita since 1996. To determine the attitude and willingness to pay for national and store brands of fluid milk in the south of Chile, a survey of 400 people was conducted. A conjoint analysis determined that the consumers experienced a positive reaction toward two national brands (traditional and those emergent in the market) and expressed negative reaction to a store brand. The consumers were determined to pay lower prices in relation to the market value for the store brand and higher prices for national brands.     

An Empirical Investigation of Brand Equity: A Cross-Country Validation Analysis

ABSTRACT

The purpose of this article is to propose and test a model in order to better understand brand equity. The goal of this research is to identify the drivers and determine how they influence brand equity performance in the researched industry in order to develop a more effective brand strategy. Quantitative data collected are used to test a model of brand value in the context of the food industry. The findings of this research provided evidence that the customer-based brand equity model can be applied to the food industry context and be used to guide marketing activities internationally. Brand awareness has a positive influence on brand associations and perceived quality. Brand associations have a positive influence on brand loyalty. Finally, brand loyalty, perceived quality, and brand associations all have a positive effect on brand equity. This study contributes to the scarce international brand equity literature by testing the proposed model using data from a sample of consumers in two European countries.     

A study of trust over time within a social network mediated environment

Abstract

Trust is central to many marketing models; however, few studies have measured its components over time. Many longitudinal studies have relied on retrospective recall. This study builds a theory of trust development and undermining over time within the context of social-network media.An inductive study phase used phenomenological webnography to build a theory of trust development. 352 peer-review comments were analysed over six years. Outcomes of this phase informed subsequent deductive tests.Four dimensions of trust emerged – ability, benevolence, integrity and predictability – with different salience over time. Ability, a cognitive-based dimension, was important in initial trust-building. Integrity and predictability, linked to the brain’s emotion area, became important later. Undermining of trust was a shorter process than its development.     

Celebrity influences on consumer decision making: new insights and research directions

ABSTRACT

Throughout human history, people have expressed admiration for heroes who possessed extraordinary abilities and achieved superhuman goals. For many, modern-day celebrities fulfil this role and are prominent in various marketing communications activities. This paper addresses the literature review gaps and provides an in-depth review of the psychological and social psychological perspectives which are relevant to the celebrity endorsement literature. The contributions of this paper consist of a detailed analysis of important types of consumer-celebrity relationships, key emotional drivers (e.g. envy and admiration) of celebrity influence and the development of an original conceptual model. The conceptual model pulls together the past research and identifies new research gaps, which synthesises different research perspectives and provides a sound theoretical basis guiding future researchers and marketing managers.     

从体验营销的视角谈体育赛事助力运动品牌的建设

高质量的体育赛事能够在短时间内提高新顾客的注意力,提高老顾客的忠诚度。究其原因在于体育赛事是实施差异化、个性化营销策略的主渠道,进而成为打造运动品牌的主阵地。随着人们生活质量的提高,体验经济成为一种经济发展的先导模式,而体育赛事成为发展这一模式的有效载体。因而,如何从体验营销的视角借助体育赛事推动运动品牌的建设值得思考。     

奢侈品品牌社群对品牌延伸评价的影响研究

国内目前为止几乎没有将品牌社群与品牌延伸领域相结合的研究文章。本文分别从这2个领域中选择了既有很强理论价值又是品牌企业十分看重的品牌社群认同度、品牌社群参与度和品牌延伸评价三个潜变量,通过对来自汽车行业某奢侈品品牌社群的社群成员样本进行基于结构方程模型的数据分析,探讨了品牌社群认同度和参与度对品牌延伸评价的作用机理。研究结果证实了研究假设：品牌社群认同度对品牌延伸评价有正向作用,并且通过品牌社群参与度这个中介变量对品牌延伸评价有间接的正向影响。这个结论不仅为品牌社群作用的机理理论提供了较为有效的补充,还为奢侈品品牌企业建设、培育品牌社群和发展延伸品牌提供了较为有力的指导。     

实施微笑服务打造输液室护理品牌

目的:实施微笑服务,提高护理水平,打造护理品牌。方法:改善输液室环境、体现人性化护理、建设品牌的护理团队、从细节入手、从点点滴滴入手,让患者感动,打造品牌服务。结果:患者满意度100%.团队凝聚力增加,护理质量得到了持续改进。结论:从以上几个方面实施微笑护理品牌服务,建设了一整套可推广的输液室护理模式。     

马克思的奢侈品生产理论及其现实意义

本文认为,马克思的奢侈品生产理论给我们的启示是:奢侈品和必要消费资料是相对的、互相转化的。随着人们生活水平的提高,奢侈品就变成必要消费资料。在社会主义条件下奢侈品消费者是一部分先富裕起来的群体,扩大奢侈品消费群体的过程就是提高人们生活水平的过程。越来越多的奢侈品成为必要生活资料,应当成为劳动力价值的构成部分。要提高工资水平以适应部分奢侈品消费的需要。当必要消费资料基本满足后,生产奢侈品是发展生产的方向。     

The Retailer's Perspective on the Link Between Logistical Resources and Perceived Customer Loyalty to Manufacturer Brands

The objective of this study was to investigate the relationships between logistics and brand‐related resources, and assess their impact on the retailer's perceptions of customer loyalty to manufacturer brands. On the basis of theoretical underpinnings of the resource‐based view, this study explores the relationships among four main variables: (1) variety of collaborative logistics technologies shared between retailers and manufacturers, (2) manufacturer's logistics operations quality provided to retailers, (3) retailer's brand differentiation orientation, and (4) retailer's perceptions of customers loyalty to manufacturer brands. An online survey was conducted on 313 senior marketing and supply chain managers from retailer firms. The results of the structural equation analysis support a mediated relationship between logistical resources and perceived loyalty to manufacturer brands. The retailers believe that shared logistics technologies enable manufacturers and retailers to offer higher levels of availability and visibility of preferred brands to their end‐user customers. In turn, the end‐users become more confident with their decisions to repurchase the same brand offerings.