Tie the knot: building stronger consumers’ attachment toward a brand

Extant research has promoted the importance and seeking to establish a deeper understanding of brand loyalty. However, it still remains elusive and uncertain. A study with more than 1,500 CEOs worldwide believes that creating a bond with consumers and continuing to learn how to strengthen the bond are essential for realizing strategies and delivering on shareholder expectations. Not surprisingly, firms and researchers are seeking ways to build a stronger connection with consumers, because such attachment acts as a key requisite in a firm’s success. Consequently, understanding how marketers can intensify the attachment is important. This article offers a framework for building stronger consumers’ attachment and testing it based on a survey of 432 participants. Four factors are deemed to be important: ideal self-congruence, sensory experience, responsiveness, and CSR beliefs. Attachment influences loyalty and resilience to negative information. Additionally, attachment fully mediates ideal self-congruence and responsiveness to loyalty, as well as ideal self-congruence and sensory experience to resilience to negative information.     

Revisiting Country Image – Examining the Determinants towards Consumers' Purchase Intention of High Technological Products

ABSTRACT

The purpose of this study is to investigate consumers' perceptions towards a developed country image (e.g. USA) and a developing country image (e.g. China) in relation to evaluating and buying high technological products, more specifically, smartphones. In addition, the research also examines the effects of consumer aspirations and product knowledge as consumption traits towards buying behavior. A self-administered questionnaire was employed for this study using established scales with the questions formulated around two countries, USA and China. It was administered through a mall intercept method and a particular focus will be associated to the comparison of China and USA. The stark contrast between the two countries in terms of their image and stature presents an insightful inquiry into the relevancy of country image and country of origin image importance in modern day context. The results show that country image as an evaluation cue is still pertinent in a generation where globalization is present. Results further highlights that although possessing a positive country image leads to a positive evaluation of the product country image, it however does not ensure a successful purchasing intent. Additionally, it is beneficial to note that the results for both USA/IPhone and China/Xiaomi showed a significantly greater path coefficient as compared to other causal paths. Potential moderating factors such as product involvement or pricing can also be explored. Future research should attempt to account for socio economic or demographic factors such as important controls for education, social status and income that are bound to impact on the relationships at the heart of the proposed research hypotheses.     

企业品牌资产交易费用本质及其双边投资模型

分析了企业品牌资产交易费用的本质,指出,品牌资产核心功能是降低交易费用,消费者专用资产与企业产品市场占有率相交时,品牌投资有均衡解。从微观意义看,品牌资产由消费者专用资产构成,企业品牌投资不仅仅是增加产品销售量,更重要的是增加消费者的专用资产。从社会角度看,品牌资产构建了一个不是由企业主而是由消费者分散决策的效率机制,保护这一效率机制的有效运行是政府的重要职责。     

国外保险精算学科发展、人才培养及启示

金融保险资源的跨国流动及其形成的世界保险关系日益复杂加剧了对保险精算师人才的需求,保险精算便应运而生。源于保险的精算学,在发展中已经吸收了最新数学成果与计算技术,包括随机过程分析、运筹学、动态最优分析技术、系统工程等分析处理手段。英国精算师考试和北关精算学会考试为精算师职业提供了比较科学的准入模式。它启示我们,职业精算师人才培养重在精算技能和执业经验。     

基于优化HRNetV2的高分辨率遥感影像土地利用自动分类

研究目的：基于语义分割模型HRNetV2实现高分辨率遥感影像的土地利用自动分类,以期推动深度学习语义分割方法实现遥感影像的土地利用自动分类研究,并为该类研究提供可参考的案例。研究方法：首先对语义分割模型HRNetV2从损失函数、特征提取方面进行优化,以提高模型的分割精度;其次用优化后的HRNetV2模型对民乐县2 m的高分辨率遥感影像进行土地利用分类,并基于混淆矩阵对分类的结果进行评估。研究结果：（1）优化后的HRNetV2语义分割模型的MIOU达81.9%,相较于优化前提高了4.4%, 证明了优化方法的有效性;（2）针对民乐县进行的土地利用自动分类总体精度达89.72%,Kappa系数达0.888。研究结论：优化后的HRNetV2语义分割模型在高分辨率遥感影像的土地利用自动分类中具有较强的应用前景。     

分块自适应图像稀疏分解

针对图像稀疏分解的计算时间复杂度非常高这个问题，提出了分块自适应图像稀疏分解算法。该算法根据稀疏分解计算时间复杂度和待分解图像大小之间的关系。把待分解图像分成互不重叠的小块。然后对每个小块图像进行稀疏分解。根据每一块的复杂程度。自适应地决定稀疏分解的结束。实验结果表明。在分解原子个数相近或相同的条件下。新算法对稀疏分解后重建图像比在整幅图像上进行稀疏分解重建的图像质量下降0．5dB。但计算速度提高了约15倍。     

张家界森林旅游产品品牌定位研究

张家界具有得天独厚的自然与人文资源优势,森林旅游在产品开发与品牌个性塑造过程中,却存在着森林旅游基础设施薄弱、旅游规划水平和服务质量不高等问题。应对张家界森林旅游产品品牌个性环境进行分析,对相应的森林旅游产品品牌进行市场定位,进行广告设计与营销宣传,将有利于森林旅游地与旅游产品品个性的塑造与成长。     

浅述CI设计与企业文化

CI作为一种创造企业形象、增强企业形象影响力、改善企业管理的有效工具,已经被证明是一种功能强大的企业推进剂。CI系统构建的战略体系同企业文化各个层面密切相关。成功的企业正是在CI设计的过程中将企业文化与企业经营成功的相结合。     

品牌资产引擎视角下的品牌价值模型及其应用研究

品牌资产引擎(Equity Engine)是一种基于消费者认知的评估模型。在该模型中亲和力、功能表现和价格构成了品牌价值的三大要素。亲和力是品牌受到的来自消费者的信任和尊敬。功能表现是品牌资产的另一个重要组成部分。品牌对消费者而言的终极价值是品牌资产和价格的共同作用。品牌资产引擎可以帮助商业企业定量地测量品牌资产,了解品牌的显性和隐性驱动因素和最大化品牌资产。     

传承历史沿革,加强《技术经济学》课程建设

技术经济学是技术科学与经济科学的交叉学科,着重研究技术与经济的相互关系,并以各种成本效益分析方法为手段,为现实社会经济活动提供科学的分析方法和决策方法,寻求技术与经济的最佳结合。本文从技术经济学科的初步形成阶段、发展停滞阶段、全面发展阶段和深入发展阶段等四个阶段入手,对技术经济学科发展的历史沿革进行了整理,并且通过对国家重点学科、国家重点（培育）学科、博士学位授权点的研究方向、目前检索到的1054篇博士学位论文、各高校精品课程网站进行了研究,对技术经济学科的发展现状和趋势、技术经济学课程的建设现状、技术经济学精品课程建设现状及改进方面进行了探讨,希望对技术经济学课程及学科的发展提供参考。