区域品牌群落的影响因素分析——以江苏常州木业品牌为例

品牌生态作为一种新的品牌管理思想,不再局限于单个品牌。品牌生态从品牌建立到成长,甚至品牌衰亡和退出市场,对品牌的内外部环境进行全面系统的观察,以全新的角度为企业的品牌发展以及整个产业环境可持续发展提供助益。本文以常州木业品牌生态为例,探讨目前品牌生态存在的形成机制,从企业内部生态环境和外部生态环境着手,提出构建战略品牌生态系统的策略。     

新疆服务业品牌建设现状及发展对策研究

服务业已进入品牌竞争时代。本文分析了新疆服务品牌建设的滞后现状,认为政府和服务企业均有责任推进新疆服务品牌建设的责任,因此,本文提出了政府和服务企业服务品牌建设的对策。     

The impact of university brand identification and eWOM behaviour on students’ psychological well-being: a multi-group analysis among active and passive social media users

ABSTRACT

Encouraging students to share positive online reviews should not be regarded only as a marketing tool. This study aims to examine (i) the relationship between positive online reviews behaviour for university and students’ well-being; and (ii) the impact of eWOM behaviour on students’ psychological well-being among active (those who share and read information) and passive (those who only read information) social media users. An online survey was conducted to examine the interplay of university brand identification, positive eWOM behaviour, and university life satisfaction on students’ psychological well-being. Results found that students who share positive reviews about university on social media tend to have better psychological health. This study also revealed that active social media users benefit more in terms of well-being through sharing positive online reviews about their universities. Implications for theory and practice of social media marketing in the higher education context are discussed.     

National versus private brand: A regulatory focus perspective

Why do consumers choose a private versus national brand? A between-subjects factorial design was used to address this question in two product categories: shampoo and athletic shoes. Three determining factors were used—regulatory focus: promotion versus prevention; brand types: national versus private; and attribute framing: hedonic versus utilitarian—to predict consumer attitude towards the brand, its ad, and purchase intention. The results provide support for the interactions between regulatory focus and attribute framing for shampoo, and between regulatory focus and brand types for shoes. When exposed to shampoo ads, promotion focused consumers have a more positive attitude toward the ad and a higher purchase intention if the ad features utilitarian rather than hedonic attributes. Further, both promotion and prevention focused consumers prefer national brands of shoes to private labels. One possible explanation may lie in private versus public consumption of shampoo and shoes.     

Functional brand qualities and perceived value: The mediating role of brand experience and brand personality

Brand experience and brand personality have become two important theoretical constructs in the branding literature. However, research on the antecedents of these two constructs has been focused on intangible brand characteristics and qualities, underestimating the role of functional features. This study aims to overcome this gap by postulating that two key functional brand qualities, quality and innovativeness, help shape brand experience and personality, which, we ultimately predict, contribute to perceived value. Investments in quality and innovation have grown substantially, but how they materialize in benefits for customers and firms remains unclear. Accordingly, this study provides insights into how firms can engender the characteristics of their offer to build brands that are perceived by consumers as generating a valued brand experience and personality. The results from two samples provide broad support to the proposed model. Both brand quality and innovativeness contribute to brand experience and personality. Moreover, we observe that both brand experience and personality relate to perceived value. Finally, we also determined that brand personality and experience partially mediate the relationship between brand innovativeness and quality and perceived value. Hence, these results provide relevant implications for both theory and the practice of brand management.     

An omnichannel approach to retailing: demystifying and identifying the factors influencing an omnichannel experience

ABSTRACT

The purpose of this research is to identify the factors that influence an omnichannel experience. Omnichannel is an emerging approach to retailing that responds to the changing nature of how customers shop in alternation between online and offline shops, and the increasing use of digital devices (e.g. smartphones and tablets), as a consequence retailers are focusing and establishing a seamless integrated approach to their services. Omnichannel is now a hot topic in retailing but there is a lack of empirical studies into the factors that influence an omnichannel experience. Using a mixed methods approach, we propose and empirically test a conceptual model that identifies four factors influencing an omnichannel experience: brand familiarity; customisation; perceived value, and technology readiness. We conceptualise omnichannel to include three key channels; in-store, online and mobile. Two hundred and forty-six questionnaires were collected and analysed using PLS-SEM and 11 interviews were carried out with marketing/ omnichannel professionals. Our results indicate that brand familiarity has a strong influence on omnichannel (in-store, online and mobile) while perceived value has a negative impact on the mobile experience. Our results show that retailers need to consider multiple factors, such as brand familiarity, customisation, perceived value and technology readiness as influencing factors of an omnichannel experience, and plan the use of multiple touchpoints simultaneously to enhance their overall customer’s experience. Although this study demonstrates the significant factors influencing an omnichannel experience, questions remain regarding the exact use of each touchpoint by customers and the extent of overlap between the touchpoints. which .     

加入WTO后我国家具企业营销战略的调整

加入WTO以来,中国的家具企业面临着严峻的挑战,必须对其进行必要的战略性调整,才能在这场激烈的竞争中站稳脚跟熏文章综述了中国家具市场的现状及发展趋势熏并对市场态势和潜力作了分析熏为中国的家具工业的发展提出了一些建设性建议。     

商业企业服务品牌建设与经营

在明确服务品牌必须以品牌化的商品为支撑、以个性化的服务为特色、以市场认同为标准、以情感化的营销为载体、以知识化的技能为依托5个基本特征的基础上,阐述了在服务品牌的建设与经营过程中必须考虑的“五要素”及“五度”。提出在现代商业企业培育服务品牌资产、创建良好的服务品牌关系时应该从服务内涵内部化、差异化、建立情感联系、提升服务价值4个战略观点出发,建立商业企业品牌经营的观念,实施以CIS为核心企业形象的策划与宣传,建立以ISO9000为核心的质量管理和质量运行体系。在市场经济的催发下,市场各方主体为了争夺市场份额,抢得生存发展空间,必然产生竞争,为了效益,为了生存而竞争的市场环境使得市场主体创建服务品牌、建设服务品牌,经营品牌成为品牌建设和品牌经营的必然。     

市场份额、品牌及其优化决策

在市场竞争日益激烈的今天,市场份额始终是厂商追逐的重要目标,尤其在我国,更多的品牌厂商都希望通过规模效益来打垮对手。可是在供过于求的环境下,真正的赢家应该是品牌价值最高的厂家,本文通过市场份额的优化分析,进而提出了维护与提高品牌价值的方法和途径。     

Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis

This research focuses on consumer perceptions that are developed on the basis of a firm’s advertising appeals as well as other factors. In conceptualizing brand-image perceptions, the authors extend the frequent use of productrelated images to include corporate and country images attached to brands. The authors report findings based on secondary economic and cultural data at the macro level and the results of a global brand-image survey conducted in the top 20 international automobile markets at the individual level. The findings suggest that while consumers’ attitudes toward corporate image and country image exert main effects on their brand purchase behavior, the effects of certain product-image appeals are moderated by sociodemographics and national cultural characteristics. The empirical results are broadly supportive of the proposed hypotheses and provide a consumer-based extension of Roth’s work on global brand image. Ming-Huei Hsieh (hmh@saturn.yzu.edu.tw), Ph.D., is an assistant professor in the Department of International Business, Yuan Ze University, Taiwan. She has obtained her Ph.D degree (2002) from Warwick Business school of the University of Warwick, United Kingdom. Prior to her Ph.D. study, she conducted several market research projects for major multinationals, including General Motors, Procter & Gamble, Bayer, Johnson & Johnson, and Prudential in Taiwan. She is currently studying a variety of topics in cross-national consumer research. Specifically, she is exploring topics in brand management. She is also interested in the areas of Internet marketing and customer relationship management (CRM). She has articles published in theJournal of International Marketing, theJournal of Product and Brand Management, and theJournal of Organizational Computing and Electronic Commerce. Shan-Ling Pan (pansl@comp.nus.edu.sg), Ph.D., is an assistant professor and the coordinator of the Knowledge Management Laboratory (http://kmlab.comp.nus.edu.sg) in the Department of Information Systems of the School of computing at the National University of Singapore. He received his MBA degree (1993) from the University of Texas at San Antonio, his MA degree (1996) from the University of London School of Oriental and African Studies (SOAS), and his Ph.D. degree (2000) from the University of Warwick, United Kingdom. His primary research focuses on the recursive interaction of organizations and information technology (enterprise systems), with particular emphasis on organizational issues such as work practices, cultures, structures, decision making, change, and strategy implementation. His research work has been published inInstitute of Electrical and Electronics Engineers (IEEE) Transaction on Engineering Management, theJournal of the American Society for Information Systems and Technology Communications of the Association for Computing Machinery, Information and Organization, theJournal of Strategic Information Systems, theEuropean Journal of Information Systems, andDecision Support Systems. Rudy Setiono (rudys@comp.nus.edu.sg) received his Bachelor of Science degree from Eastern Michigan University and M.Sc. and Ph.D. degrees from the University of Wisconsin-Madison in 1984, 1986, and 1990, respectively. He has been with the National University of Singapore since 1990 and he is currently an associate professor in the School of Computing. His research interests include linear programming, nonlinear optimization, and neural networks. He is a senior member of IEEE and serves as an associate editor ofIEEE Transactions on Neural Networks. His publications have appeared in theSIAM Journal on Control and Optimization, theEuropean Journal of Operational Research, theJournal of Optimization Theory and Applications, IEEE Transactions on Neural Networks, IEEE Transactions on Data and Knowledge Engineering, IEEE Transactions on Systems Man and Cybernetics, Neural Computation, Neurocomputing, Connection Science, Management Science, and many other reputable journals.