浅谈“苹果”的“人格魅力”

苹果公司作为全球知名公司,拥有着数量极其庞大的＂果粉＂。每逢苹果公司生产的产品有新品发布,都会引起果粉的疯狂尖叫,媒体的广泛关注。在引领世界潮流上,苹果公司无疑是其中的＂弄潮儿＂。无论是产品的外形设计、包装设计还是品牌形象设计上,都让人印象深刻。苹果公司的成功离不开它本身所展现出来的＂人格魅力＂。本文通过分析苹果公司创造出的＂人性＂和＂文化＂,从而得出结论：苹果的出现改变了世界,改变了我们的生活。     

An empirical comparison of two brand personality scales: Evidence from India

Aaker's (1997) brand personality scale has been widely used to measure the personality of brands. However, studies also show that Aaker's brand personality dimensions are not stable across cultures. In pursuance of this issue, we examine the structure of brand personality dimensions in India. This research presents the results of two studies conducted to develop a brand personality scale in Indian context, and to make an empirical comparison between Indian brand personality scale and Aaker's brand personality scale. Results reveal that brand personality in India can be described in six dimensions: sophistication, excitement, popularity, competence, trendiness and integrity. The findings empirically support the reliability and validity of the scale developed. The results also reveal that Indian brand personality scale is a suitable alternative to Aaker's brand personality scale in Indian context.     

The influence of brand personality and relative brand identification on brand loyalty in the European mobile phone market

This study investigates the influence of brand personality on consumer loyalty and the moderating role of relative brand identification for multiple brands in the same product category. Survey data were collected from 1,651 respondents in the United Kingdom, France, and Germany. Results indicate that dimensions of brand personality that are positively associated with consumer brand loyalty vary across brands in the mobile phone category. Furthermore, relative brand identification not only positively affects consumer loyalty, it also moderates the relationship between brand personality and consumer loyalty. Copyright © 2015 ASAC. Published by John Wiley & Sons, Ltd.     

Holiday Destination Image and Personality of a Greek Island During an Economic Recession Period and the Intermediate Effect of the Utilitarian and Non-Utilitarian Needs

The research aim of this article is to investigate the relationship among tourists' utilitarian needs, non-utilitarian needs, destination image, and personality of Mykonos Island. The research objectives of this article are twofold: (i) to investigate Mykonos tourists' utilitarian and non-utilitarian needs; and (ii) to examine the degree to which the destination image and personality of Mykonos affect visitors' behavior and to determine whether this influence can be strengthened. Data are collected on the basis of a structured questionnaire. The research results show that destination image and personality have a direct and positive effect on each other and on tourists' utilitarian and non-utilitarian needs. There is no study until now that investigates the notions of utilitarian and non-utilitarian needs of tourists, in terms of destination image and personality of a holiday destination, during the current economic crisis.     

论学生音乐素质评价方法

众所周知,音乐课是人文学科的一个重要领域。在以往的对学生音乐素质评价中,教师往往采用让学生唱一首课本上的歌曲来给学生评分,有的教师甚至凭自己的主观臆断和对学生的大体印象来给学生打分。带着这样的思考,本文在贯彻落实新《课标》理念教学运作中,在音乐素质检测的内容与形式方面进行了大胆尝试与探索,并取得了一些经验。第一,学生自选强项内容,让检测更具个性色彩;第二,举行班级音乐会表演,让学生检测更具生活情趣;第三,相互评价,让学生的检测更富有人性魅力;第四,音乐档案袋,让检测更具全程性;第五,星级评定制,让检测更富有激励性。     

Personality and domain‐specific risk taking

The concept of risk propensity has been the subject of both theoretical and empirical investigation, but with little consensus about its definition and measurement. To address this need, a new scale assessing overall risk propensity in terms of reported frequency of risk behaviours in six domains was developed and applied: recreation, health, career, finance, safety and social. The paper describes the properties of the scale and its correlates: demographic variables, biographical self‐reports, and the NEO PI‐R, a Five Factor personality inventory (N?=?2041). There are three main results. First, risk propensity has clear links with age and sex, and with objective measures of career‐related risk taking (changing jobs and setting up a business). Second, the data show risk propensity to be strongly rooted in personality. A clear Big Five pattern emerges for overall risk propensity, combining high extraversion and openness with low neuroticism, agreeableness, and conscientiousness. At the subscale level, sensation‐seeking surfaces as a key important component of risk propensity. Third, risk propensity differs markedly in its distribution across job types and business sectors. These findings are interpreted as indicating that risk takers are of three non‐exclusive types: stimulation seekers, goal achievers, and risk adapters. Only the first group is truly risk seeking, the others are more correctly viewed as risk bearers. The implications for risk research and management are discussed.     

高校会计专业人格教育初探

加强高校会计专业人格教育是适应现代社会发展的客观需要。会计人格教育属于德育范畴,应以修身为主线,以诚信为重点,进行“爱岗敬业、诚实守信、客观公正、坚持原则”的会计职业道德教育。高校会计专业教育树人是核心,以德育人,以人育人。     

The effect of relationship orientation on negotiators' cognitions and tactics

Multimethod research was conducted to investigate how relationship orientation affects cognitions and tactics of dealing with conflicts. In-depth interviews by a clinical psychologist revealed differences in perspective on the relationship, and content analysis of a videotaped laboratory simulation revealed differences in tactics attributable to differential concern for relationship preservation. A second laboratory simulation manipulated the duration of the negotiators' relationship to investigate the effects of relationship orientation when situational factors are taken into account. The results generally show that relationship-oriented negotiators tend to view relationships with the other party as continuous rather than episodic, adopt flexible postures, and avoid relationship-impairing tactics; they also show that situation can have a strong effect.     

中国传统古村镇品牌个性特征对游客重游意愿的影响研究——以束河古镇、周庄古镇、阆中古镇和平遥古镇为例

塑造品牌个性是企业获得消费者忠诚、保持战略优势的关键,而再游意愿是旅游业消费者忠诚最重要的维度之一,研究再游意愿与品牌个性的关系具有十分重要的现实价值。文章以享誉中外的束河古镇、周庄古镇、阆中古镇和平遥古镇为背景,在“仁和”、“时新”、“高雅”、“诚信”和“智慧”5个品牌个性维度上,采用单因素方差统计技术对游客的再游意愿进行对比分析,从中找出影响游客再游意愿的关键因素。研究发现,重游意愿较高的束河古镇与其余3个古镇在“仁和”和“时新”这两个维度上存在显著差异,在“高雅”、“诚信”和“智慧”3个维度上并不存显著差异。     

Big Five Factors of Personality and Tourists' Internet Search Behavior

This study aimed at relating tourists' Internet search behaviors and the Big Five Factors (BFF) of personality to identify personality items that better predict tourists' Internet search behaviors. Survey data from domestic tourists to a metropolitan city in South Korea was used to empirically examine the relationships. Results indicate that travel information sought through the Internet vary with the BFF with the exception of extraversion, and the Internet channels used for travel information search also varied with the BFF with the exception of conscientiousness. The Internet is more widely used as a source of travel information but less for travel purchases. The results also suggest that the responses to some BFF items can substantially improve the predictability of tourists' Internet search behaviors. Implications for the use of the BFF in designing travel information systems are addressed.