企业与消费者品牌互动认知差异探析

企业与消费者之间的互动是品牌建设的重要方式,但调查数据显示了目前企业与消费者在品牌互动态度、内容、行为及评价认知等方面存在着显著差异,严重影响了企业品牌建设的效果。本文认为,要缩小企业与消费者品牌互动认知的差异,需要企业和消费者双方都能对自身的角色和行为进行合理和有效的定位。     

品牌的耀升与陨落——“旭日升”品牌决策失误分析与启示

决策是企业管理的重中之中,其正确与否直接关系到企业的生死存亡。在旭日升成长历程研究中,我们发现其决策者过于盲目追求规模经济,决策中缺乏科学性、民主性和战略性。研究与实践均表明,决策者动态适应性、接受和运用新知识的能力、利益整合能力、危机管理能力、经营管理和信息处理能力等六项素质是其进行正确而有效决策的关键。     

品牌性别如何影响品牌时尚——一个跨行业多品牌实证研究

可从品牌管理语境审视社会学、文化学领域关于时尚与性别关系的规范性价值判断,引入消费者性别和品牌类别两个调节变量,借鉴荣格原型梦验证方法,利用多行业、多类别品牌调查数据考查时尚品牌性别气质。结果发现,时尚在所有品牌特征变量中表现最为鲜明,具有原型特征和意义;品牌女性和中性气质对品牌时尚性的正向影响远高于品牌男性气质的影响,消费者生理性别对此无调节效应,消费者气质性别仅对品牌女性和男性气质有较弱调节效应,对品牌中性气质无调节效应,显示了品牌性别对品牌时尚作用模式的稳定性;品牌类别调节效应显著,与新品牌相比,老字号时尚性较弱,且受品牌女性和男性气质影响较大,品牌中性气质同样不受调节,因此老字号提升时尚感宜弱化其传统、严肃的男性历史印象,增加品牌女性和中性气质。性别气质的复杂性、生物进化的雌性选择理论可以解释这一商业现象的生物和社会学基础,即为何品牌女性和中性气质对品牌时尚性的影响高于品牌男性气质。这为品牌时尚管理提供了一个性别视角,即营造时尚不仅要在品牌图形、字体、发音、代言人等可见层面进行性别调整,更要全面发挥和协同女性智慧,而这不仅需要女性管理者更多参与,而且需要男性管理者借鉴吸收女性智慧和思维。     

The Role of Retail Equity,Value and Relational Benefits in Building B2B Relationships in Retailing

Abstract

The present paper aims to examine if variables widely studied in B2C contribute to building strong relationships in B2B markets. Moreover, it analyzes the existence of differences across retailers related to percentage of purchases from the main supplier. Through a personal survey to retail store managers regarding their relationships with their main suppliers, a structural equation model is estimated through PLS to test the hypothesized relations between retail equity, value, relational benefits, trust, and commitment. A multi-group analysis is performed to test the moderating role of the percentage of purchases from the main supplier. Three types of relational benefits identified have unequal influence on relationship value. In particular, special treatment benefits and social benefits, together with retail equity, emerge as the main drivers of value in the relationship between retailers and their main suppliers. The percentage of purchases from the main supplier plays a moderating role in some of these relations. This research provides evidence in the sense that, in the relations held by retailers with their main suppliers, retail equity contributes to relationship value creation. Relational benefits are relevant in building B2B relations since special treatment and social benefits have a positive influence on value that is positively related to trust and commitment. To build strong relations with their customers, suppliers of retailers should mainly concentrate their efforts on building brand equity and providing evidence of the existence of special treatment benefits beyond the service delivered, in view of its ultimate influence on customer trust and commitment.     

Why negative brand extension evaluations do not always negatively affect the brand: The role of central and peripheral brand associations

This research introduces the concept of brand association centrality and distinguishes central brand associations (CBAs) and peripheral brand associations (PBAs). Study 1 shows that the consistency with CBAs and PBAs influences perceived brand extension fit. However, the brand extension consistency with CBAs positively affects consumer–brand extension evaluations, while the brand extension consistency with PBAs does not have a significant effect. Study 2 demonstrates the mediating role of perceived fit between brand extension consistency with CBAs and brand extension evaluations. The study shows that the more inconsistent the product extension is with CBAs, the more the brand's image is altered and the faster brand evaluations deteriorate. In contrast, the brand extension inconsistency with PBAs does not affect brand evaluations.     

实施生产者责任延伸制度对中国自主品牌汽车企业的影响——基于挤出效应的实证研究

中国已经进入汽车社会，报废汽车回收利用产业不仅关系到资源利用、环境保护，而且关系到汽车产业的健康持续发展。本文基于挤出效应理论，实证分析了EPR 制度的实施对中国自主品牌汽车企业的影响。研究表明：① EPR 制度的实施对中国自主品牌汽车企业具有挤出效应，同时，合资品牌汽车企业推进EPR 制度的活动具有技术溢出效应，这一外部效应可以缓解EPR 的实施对自主品牌汽车企业的挤出程度；②基于受益者负担原理、责任原理和竞争原理，文章提出了实施生产者责任延伸制度的相关政策建议。     

“Listening to Maybach in My Maybach”: Evolution of Product Mention in Music Across the Millennium's First Decade

A content analysis of 2004 and 2010 song lyrics from popular music genres was conducted to identify the extent of product mention in music as well as the nature of the mentions. Overall, product mention in music increased from 2004 to 2010. Likewise, incidence of product mention was most prevalent in rap across both time periods. Additionally, vehicles and fashion top the references with luxury brands dominating rap. Country mentions consistently centered around nonluxury brands.     

Tensions between Value Capture and Value Slippage: The Case of Brand Communities

With the development of intangibles, the issue of value capture has become of paramount importance, especially for firms that have a community of users gathered around their brand. While the notion of utilizing communities may be appealing, transforming the relationship between firms and communities into profit for the firm is less obvious. The dual challenge for firms is capturing the value created by the brand community, while avoiding any kind of value slippage to another actor. From a re‐examination of five cases of value creation with brand communities in different industries, we delineate three assemblages of actors and episodes manifesting value slippage, and two manifesting value capture by virtue of the attitudes and behaviours of the firms that own the brands. Copyright © 2018 ASAC. Published by John Wiley & Sons, Ltd.     

Associative and dissociative comparative advertising strategies in broadening brand positioning

When marketplace dynamics prompt a familiar brand to change its positioning, consumers often meet such attempts with resistance. This research demonstrates how familiar brands can incorporate new attribute information into the brand's position via comparative advertising in order to broaden the brand's marketplace positioning. Study 1 shows how the use and nature of comparative advertising affects the ability of a familiar brand to broaden its positioning. Studies 2a and 2b demonstrate that a comparative advertising strategy that incorporates a specific sequencing of dissociative and associative comparative advertisements best broadens brand positioning.