品牌建设是武汉城市圈现代物流企业发展的催化剂

武汉城市圈内的物流和物流企业快速发展,同时企业对品牌建设的重视程度不够,致使本土物流品牌缺失。通过对品牌建设的分析,充分说明了品牌建设和企业自身发展是相互辅助并不矛盾的过程,相反,推动品牌建设可以帮助企业更快更好的发展。     

发展文化产业 叫响文化品牌

济源市坚持"文化立市"、科学规划布局、打造文化精品、兴建文化"地标",以发展文化产业。未来济源市须构建一个总体布局、叫响一大品牌、开发三大重点文化资源,同时,要深化文化体制改革、以项目建设推动文化产业发展、完善文化产业投融资服务体系、培育新兴文化业态、加强文化人才队伍建设。     

山东半岛零售业视阈下自有品牌与消费者行为意向的实证研究

当前我国零售业快速发展,零售商间的竞争日趋激烈,发展自有品牌成为零售商获取竞争优势的重要途径,对自有品牌的消费行为进行研究具有重要的现实意义。在总结国内外研究的基础上,从品牌认可、感知形象、感知质量、感知价格、价格意识及促销刺激六个方面探究其对自有品牌消费者行为意向的影响,并通过问卷调查对模型进行验证,以期为零售商开发和推广自有品牌提供营销策略上的依据和借鉴。     

中国名山旅游资源个性特征挖掘与“景区名片”打造

名山旅游资源在现代旅游发展中起着极其重要的作用,名山旅游资源个性特征挖掘与"景区名片"打造,是增加名山旅游地的识别度、稳定客源市场、提升竞争力的有效途径;针对旅游者动机和旅游决策因子变化,在挖掘名山旅游资源个性特征,提炼名山旅游资源核心特征、关注区域知名因素、地方特色、市场变化基础上建立名山旅游区景区名片,是打造合理名山旅游地名片的有效措施.     

Disentangling location-based advertising: the effects of location congruency and medium type on consumers' ad attention and brand choice

Research on location-based advertising (LBA) suggests that the merits of LBA lie in the fact that consumers can be targeted with location-congruent ads on their personal mobile devices. However, LBA consists of two underlying constructs: a mobile (vs. point-of-sales) advertising medium and location congruency (vs. location incongruency). This study aims to disentangle these underlying constructs by showing that they differentially affect the efficacy of an ad. Using a virtual reality lab experiment, this study shows that location-congruent ads result in increased choice for the target brand as compared to location-incongruent ads, independent of medium type. However, in location-incongruent situations, mobile ads attracted more attention than point-of-sales display ads. The advantages of LBA thus do not seem to emanate from medium type, but rather from the congruency between the ad and product location. When the ad is received at a different location than the product, the mobile medium is able to enhance consumers' ad attention.     

Transformation and Rebirth of Chinese Brands: A Case From the Hotel Industry

ABSTRACT

Chinese domestic brands have developed rapidly in recent years, and yet few of them have entered global competition as product or service brands brands with exceptions such as Huawei. In addition, the evolution of Chinese brands has hardly been understood or introduced properly by international business educators. In this article, we identify the development patterns of Chinese domestic brands by using a local hotel brand as an example. Particularly, we examine and discuss how a Chinese brand can be established with specific positioning, brand image, and product offering, as well as how the brand can grow by vertical and horizontal extensions based on balancing market opportunities and the brand’s own capabilities. Moreover, we expect this research to facilitate the understanding of Chinese brands among international business education.     

Brands as cultural resources in children’s peer culture

This article examines how children collectively appropriate brands as cultural resources. From the New Childhood Studies perspective, an ethnographic study was conducted in schools to investigate the engagement of 10- to 11-year-old children in brand culture. The findings demonstrate that, through a process similar to Corsaro’s model of interpretive reproduction, children do not simply reproduce brand culture; instead, they actively use branding to fuel their peer culture. Mastering and manipulating brands are thus sources for integration or exclusion within the peer group and for differentiation from the adult world. We show the paradoxical impacts of branding on children’s well-being and participate in the debate on their vulnerability to marketing by highlighting how they deploy brand culture to interact in their social spheres, with the consequence being that their would-be empowerment remains entangled in the “brandscape.” Last, we contribute to a better understanding of the concept of culturally based brand literacy.     

Does Social Media Matter? Investigating the Effect of Social Media Features on Consumer Attitudes

The purpose of this study is to explore the impact of social media's features (i.e., entertainment, usefulness, informativeness and irritation) toward consumers’ attitude toward the brand. Subsequently, this study explores the impact of this attitude toward consumers’ brand loyalty, brand awareness and purchase intention. Data for this study was collected through a large public university in Australia. Paper surveys were distributed to students, their friends and members of their immediate families (N = 724). The findings show that entertainment feature has the strongest impact on consumers’ attitude toward the brand's social media use, followed by informativeness, usefulness and finally, irritation. Consumers’ attitude toward a brand's social media strongly influences consumer loyalty, awareness and purchase intention. The findings of this research provide some insights into the impact of different features of social media which will be useful for practitioners and academics interested in social media.     

国内旅游品牌研究综述

在中国旅游业迅速发展的背景下,旅游品牌对于旅游业发展具有重要指导意义。对近十年国内旅游品牌研究作了文献综述。国内对于旅游品牌研究主要集中在品牌构建、品牌创新、品牌营销、品牌竞争力提升、评价指标体系构建等方面;研究方法由定性描述走向定量评价;研究区域主要集中于东部、中部,以城市旅游为主,近年来也出现不少乡村旅游的文章。通过对国内旅游品牌的研究述评,以探明旅游品牌研究方向。     

The Antecedents and Consequences of Travelers' Need for Uniqueness: An Empirical Study of Restaurant Experiences

Dining out at a restaurant is one of the most important parts of travelers' tourism experience. The purpose of this research was to examine the antecedents and consequences of travelers' need for uniqueness (CNFU) in their restaurant experiences. Based on a literature review, three theoretical antecedents (perceived firm innovativeness (PFI), perceived firm uniqueness, and brand prestige) and three theoretical consequences (utilitarian value, hedonic value, and behavioral intentions) were proposed. During this process, it was theorized that consumers' uniqueness-seeking behaviors can be strengthened and/or weakened by three psychological moderators: attention to social comparison information (ATSCI), face consciousness, and materialism. By integrating the theoretical arguments, a structural model was proposed. The proposed model was tested using data collected from 379 travelers who had dined out at a luxury restaurant in the past three months. According to the data analysis results, PFI, perceived firm uniqueness, and brand prestige were all confirmed to be important factors in enhancing CNFU. Furthermore, it was determined that CNFU bears a positive impact on behavioral intentions, an impact that is mediated by perceived value. Lastly, the moderating roles of ATSCI and materialism were found to be significant. In the latter part of this research, managerial implications derived from the data analysis results are discussed.