BRAND ACTIVISM: A Literature Review and Future Research Agenda

Brand activism is a new and fragmented phenomenon that has been attracting growing attention from scholars. Research on this topic is still at an exploratory stage and in need of advancement and conceptualization. The aim of this study is to systematize the extant literature on brand activism by attempting an in-depth exploration of the antecedents that identify the construct along with the influencing and consequence factors that will need to be tested and validated by future research. This study adopts the guidelines provided by the SPAR-4-SLR protocol and considers 76 papers with no time limitation. To the best of our knowledge, this seems to be the first scientific systematization of brand activism. From the in-depth analysis of the extant literature, two conceptual frameworks were constructed that can guide both researchers, in their understanding and investigation of the phenomenon, and practitioners in their implementation strategies of brand activism. The no time restriction of the analysis has allowed an investigation of the phenomenon from its prodromes until recent years, also highlighting important gaps that will have to be filled by future research.     

Does character's gender matter in inspirational brand story? Exploring the moderating effect of gender role conformity

Inspirational brand story is a widely used marketing strategy in brand building. However, few empirical studies have investigated the underlying mechanism and boundary conditions of a successful brand story strategy. The current study examined the influence of lead character's gender in inspirational brand story on consumer–brand identification based on the social identity theory, benevolent sexism, and gender schema theory. Results from two experiments demonstrated that the gender of inspirational brand stories has an impact on consumer brand identity through the mediation effect of sympathy. Compared with a male character, a female character elicits viewers' sympathy, which results in high brand identification. Such a gender effect is stronger when there is a high level of perceived gender role conformity. Theoretical and managerial implications are discussed.     

An emerging market multinational Company's internationalization: From original equipment manufacturer to global brand leader

We examine an emerging market multinational company's (EMNC's) transformation from an original equipment manufacturer (OEM) to an original brand manufacturer (OBM) and global leader. Our longitudinal study of Hisense—China's largest TV company (and the world's third largest) spans three decades and involves detailed interviews with over 50 executives. We study how the company's global value chain network evolved, how it reconfigured its organization, upgraded its capabilities, and enhanced its brand reputation. We develop propositions that may contribute to improved explanations for an EMNC's internationalization sequence, development of competitive advantages, overseas management practices, and brand building.     

边境城市发展需求管理理论初探与研究——以广西区崇左市为例

对边境城市的关注与建设是关系到国家社会安定团结的重要策略。以崇左市这个边境城市的建设为背景,从马斯洛需求层次理论和科学建设城市观的角度出发,把边境城市的发展提到了对其城市建设的需求管理上,把成功打造边境城市品牌的名片纳入到了边境城市提升经济地位的中心策略里,强调了满足边境城市发展的需求管理理论,可以有效地建立于邻国的友好往来、互惠互利的关系,并给边民们在心理上建立了有效的安定繁荣的心理效应,使得他们能够在此安居乐业,共创美好和平的新生活。     

The development of a destination brand identity: a story of stakeholder collaboration

Literature has demonstrated the central role of stakeholders and collaboration in destination branding. However, empirical studies on stakeholder interactions and their dynamics in destination and place branding are still rare. The objective of this study is to examine how different kinds of factors and internal stakeholders’ actions contribute to destination brand identity development. Drawing from social identity and place branding theories, and empirical research from a ski destination, we identify five factors and four actions contributing to the destination brand identity development process. Our findings indicate that a strong informal stakeholder group can take the leadership in brand development and that the role of the destination marketing organisation might be overemphasised in the literature on destination marketing and management.     

家庭生命周期与旅游态度的关联研究——以长沙市居民为例

家庭是旅游态度形成的最重要环境背景,也一直是旅游活动的重要组织单元,探究家庭生命周期与旅游态度的关系意义重大.文章依据已有研究成果,建立家庭生命周期模型,制定旅游态度量表,以问卷工具面向长沙市居民进行调查,获得基础数据,运用因子分析得到了追求享受、强调卫生、看重设施、向往体验、关注身心健康等5个方面的旅游态度主成分,通过验证性因子分析后,再用相关分析、多元回归分析探究家庭生命周期与旅游态度5个主成分的关系.结果表明,随着家庭生命周期的演进,人们愈发追求享受、看重设施、关注身心健康.无巢期人群看重设施和关注身心健康的表现低于其他阶段人群,空巢期人群追求享受的表现高于其他阶段人群,空巢期、鳏寡期人群关注身心健康的表现高于其他阶段人群,满巢期人群向往体验的表现高于其他阶段人群.     

桂林市居民品牌消费状况与社会分层研究

消费不仅仅是一个经济的实用过程,而且是涉及文化符号和象征意义的表达过程,品牌消费集中体现了符号消费的特点.文章选取广西桂林市居民品牌消费状况为研究视角,试图通过对各个阶层居民品牌消费状况的分析来探讨社会阶层分化的现状和趋势.     

日化用品行业的品牌扩散与市场进入壁垒

当前,品牌扩散战略己成为许多企业谋求成长、增强市场势力、遏制竞争者进入的重要手段。本文基于中国日化用品行业应用扩展的Hotelling模型分析了在位企业可以利用品牌扩散战略在获取经济利润的同时,成功阻止潜在竞争者的进入。     

苏南模式社会主义新农村社区参与旅游发展的态度研究——以江苏省常熟市蒋巷村为例

江苏省常熟市蒋巷村为典型的苏南模式乡村,集体经济发达,作为全国农业旅游示范点和社会主义新农村建设的典型,近年来乡村旅游迅速发展。从蒋巷村居民参与乡村旅游发展的态度着手,了解居民参与乡村旅游发展及其对旅游影响的感知差异。调查可知,蒋巷居民目前发展乡村旅游的经济、社会基础较好,积极性也较高,但缺乏政策引导和实践经验。在此基础上探讨苏南模式社会主义新农村社区参与乡村旅游发展的方式与内容,提出：可通过首批＂农家乐＂旅游示范户的建设及其示范效应充分调动农民开发＂农家乐＂旅游的积极性;加快旅游新项目建设,吸引村民参与相关工作;鼓励村民参与娱乐、交通、购物设施的建设。以期为同类型村镇的社区参与发展提供必要的理论参考和依据。