国外旅游目的地品牌化内涵研究综述

旅游目的地品牌化是近年的热点研究问题,但是,到目前为止,旅游目的地品牌化内涵的界定一直缺乏一致性。通过对国外品牌化研究领域的文献梳理,对品牌、目的地品牌化的概念、特点及应注意的问题进行了分析,以期对旅游目的地品牌化内涵的界定提供原则依据。     

公民法律意识现代化转型与法治建设“内卷化”祛离研究

建设民主法治国家,内具现代化品性的公民法律意识是不可缺少的主体性组成部分。以问题意识为逻辑基点,对公民法律意识现实病灶作出时代性诊断,深层研析法治建设“内卷化”与公民法律意识现代化品性缺失的内在制约关系,探究与确定我国法治建设的瓶颈所在,并相应地从制定良法、民主政治、规制权力及落实普法等方面提出了对我国公民法律意识现代化转型及法治建设“内卷化”祛离的建构路径。     

浅谈提高大学图书馆馆员服务意识和服务质量

大学图书馆作为教师和学生的知识信息库在教学和科研上起着至关重要的作用,馆员的素质及服务是大学图书馆发展的关键。高校图书馆应针对目前服务中存在的问题进行分析,结合21世纪高校图书馆的发展目标,明确馆员服务意识及服务质量的重要性,并探讨有效的措施。     

产业集群与企业品牌建设的关系研究

产业集群具有降低交易成本、带来外部经济、提高技术创新能力等效应,为企业品牌簇群优势的形成奠定了基础。产业集群品牌是由多个企业品牌支撑,以乘数增长方式放大了单体名牌效应,能够极大地提高产业集群的区域竞争力,扩展集群产业的发展空间。     

我国日资企业的雇主品牌

雇主品牌的价值是以雇主自身的利益为导向,愿意让渡给员工的价值量。让渡价值的多少取决于企业对提升雇主品牌所带来的期望利益与提升雇主品牌过程中所发生的成本之间的权衡。导致日资企业雇主品牌不佳的三大原因是：成本控制、年功序列和集体主义。     

How long does celebrity meaning transfer last? Delayed effects and the moderating roles of brand experience,celebrity liking,and age

Extending previous research on celebrity endorsements, the study investigates whether the meaning of celebrities is transferred to endorsed brands and how transfer effects develop over time. Additionally, the moderating roles of brand experience, celebrity liking, and consumers’ age are investigated. The hypothesized effects are modeled using a propositional learning approach with an experimental repeated-measures design (panel data). Results confirm the assumed meaning transfer effect. In addition, the effects appear to be substantially stronger after about a week indicating some type of sleeper effect. Furthermore, the effects increase with increasing brand experience and celebrity liking. Adolescent consumers are not differently affected when compared to adults and controlled for the differing levels of brand experience. Results are discussed in light of propositional learning theory. Future areas of research are proposed.     

Understanding value-creating practices in social media-based brand communities

For service providers hosting social media-based brand communities, understanding the use of value-creating practices enables them to enhance their customers’ brand community experiences and facilitate value. Yet, extant social media-based brand community research neglects to examine the uses of practices in commonly occurring, direct service provider customer interactions that may be value co-creative. Thus, for a more holistic view of value creation, and informed by service logic, this study applies netnography to observe participants’ uses of practices in two social media-based cause brand communities, in both direct and indirect interactions. The findings reveal that participants predominantly employ practices in direct interactions and act as value co-creators. The findings extend empirical evidence into value-creating practices in social media-based brand communities. They also highlight how cause organisations should plan their uses of practices to facilitate the types of value-creating interactions they seek (i.e. direct and value co-creating, or indirect and independently value creating).     

The effects of schema congruity on consumer response to celebrity advertising

The trend of celebrity-branded products is on the rise, creating a new domain in which to explore the match-up hypothesis. Moving beyond the celebrity as an endorser, but rather, a brand promoting a brand extension, this article examines how perceived congruence between a celebrity's image and the brand image of products they have developed is related to attitudinal and behavioral measures of advertising effectiveness. Employing a 2 × 3 full factorial design, congruence between the celebrity's image and the brand's image was varied (less vs. more congruent), along with the use of the celebrity's image (present, absent, non-celebrity models) to determine how schema congruity influences consumer's response to celebrity advertising. The results of a multivariate analysis of covariance analysis indicating lower levels of congruence between the celebrity's image and the brand's image led to greater advertising effectiveness compared to higher levels of congruence. Specifically, the means of the attitudinal dependent variables in the less congruent condition were significantly higher than the means in the more congruent condition. These effects were more pronounced when a celebrity's image was featured in the advertisement compared to when it was not featured. The implication of the findings suggests that moderate violations in the consumer's celebrity schema may improve advertising effectiveness.     

What are the Building Blocks of Customer Brand Loyalty in Department Stores? A Multi-Level Mediation Analysis

Building customer brand loyalty through branding strategies to sustain competitiveness in the retail industry has gathered momentum among researchers. The purpose of this study is to examine the role of brand personality and consumer brand identification on customer brand loyalty via the mediating variables of perceived service quality, perceived value, brand trust, brand commitment, and word-of-mouth communication among Malaysian department stores' customers. Using a self-structured questionnaire, 381 usable responses are considered for data analysis by applying a covariance-based structural equation modeling approach. The results of exploratory factor analysis show that sincerity, followed by sophistication and competence, are the most significant dimensions used to predict brand personality in department stores. The outcomes also reveal that brand personality indirectly influences customer brand loyalty via consumer brand identification. Furthermore, perceived service quality, perceived value, brand trust, word-of-mouth communication, and brand commitment mediate the effects of consumer brand identification on brand loyalty. Finally, the proposed competing model implies that the indirect impact of brand personality and consumer brand identification is inevitable in building department stores' brand loyalty.     

调节定向在品牌忠诚动态形成过程中的作用

现有基于消费者—品牌关系对品牌忠诚影响因素的实证研究发现,品牌信任和品牌情感是品牌忠诚的决定因素。尽管很多学者认为应该从动态的视角认识忠诚的概念,却没有随着时间推移来研究消费者品牌忠诚的发展过程的文献。为了弥补现有营销文献中这一理论的不足,文章提供了一个关于品牌情感和品牌信任同时影响品牌忠诚形成过程的动态研究。通过一个纵向情境模拟实验研究发现随着时间的推移,品牌信任和品牌情感在品牌忠诚的形成过程中作用在不断变化,并且消费者自我调节定向与品牌信任或品牌情感的的匹配会增强其在品牌忠诚形成过程中的作用。