2013 China Central Economic Work Conference Sets Economic Tasks for 2014

【正】Keer Group Co.,Ltd,a Hangzhou-based textile company,said it will setup a plant in South Carolina,whichwill make it the first Chinese textileenterprise to shi...     

偷师职场男精英

如今的职场女强人丝毫不逊色于男人，但不能忽视的是，男人在职场上的确有些优势，这些优点是他们的性别天生具有的，相比女性的敏感多疑，他们更加注重自己的感受，解决问题也有一套“独门秘籍”。工作中的男人们对于别人的言外之意其实并不那么敏感，他们不觉得有些人的“无心之言”很刺耳，原因就在于男人们只有在问题的确出现、并且摆在他们面...     

展会批文不简单

对于展会主办方来说，比较在意的有三件事，展会批文、展商与观众。 今天先来说说展会批文。 对于第一届举办的展会，一般来说，展会名称不能带中国字样，只能带区域字样，连续成功举办三届之后才可以带“中国”字样.     

Enjoyment or autonomy? The interactive effect of brand ritual and brand personality on consumer purchase

The use of brand rituals is a pervasive tactic in business, but the marketing effectiveness of this practice largely remains unknown. In the present research, we postulate the contingent nature of brand rituals on consumer purchase. Based on the two countervailing processes—the enhancement of perceived enjoyment and the reduction of perceived autonomy, we suggest that the effectiveness of brand rituals is determined by the interaction between the degree of brand ritual (simple vs. sophisticated) and the brand personality (excitement vs. sincerity). By means of field and laboratory experiments in various product categories (i.e., fruit tea, juice, stationery, and hand cream), we show that for a sincere brand, a sophisticated brand ritual elicits higher consumer purchase than a simple brand ritual only via the process of enhanced enjoyment because its sincerity personality weakens the salience of the process of reduced autonomy. In contrast, for an exciting brand, a sophisticated brand ritual elicits lower consumer purchase than a simple brand ritual via the process of enhanced enjoyment but reduced autonomy (the autonomy route dominates the enjoyment route) because its exciting personality intensifies the salience of the process of reduced autonomy. In simple words, a sophisticated brand ritual benefits a sincere brand, but a simple one benefits an exciting brand. Our findings extend the research on ritual and brand ritual and offer implications for marketing practice regarding how to design a brand ritual more effectively.