Is similarity a constraint for service-to-service brand extensions?

Are service brands constrained in launching new service offerings? Both research evidence and managerial wisdom suggest brands should extend to similar categories. However, in five studies using real-life brands - four experiments and one large-sample survey - we provide evidence that similarity is less of a constraint for service brands extending to other service categories (service-to-service extensions), compared to cases involving parent brands or extension categories of a product nature. Importantly, we demonstrate that such an effect occurs because service brands possess associations relevant across the spectrum of service categories. Our results suggest that service brand managers have the opportunity to stretch their brands to dissimilar service offerings; yet, they need to ensure the marketing execution does not make the brands’ service associations inaccessible to consumers. The findings suggest that even product brands can build service associations by adding service components to their offering, thus becoming “servitized” and better able to extend to dissimilar service categories. Overall, our work contributes to the academic debate documenting that the principles governing the management of product vs. service brands are not identical.     

Too cute to be bad? Cute brand logo reduces consumer punishment following brand transgressions

Research on brand transgressions has suggested that when a brand is involved in a transgression and perceived as harmful, consumers will punish the brand. The present research seeks to extend this literature by investigating how having a cute brand logo may reduce consumer punishment of a transgressing brand. Across five experimental studies, this research shows that a brand logo with high (vs. low) levels of cuteness associated with a transgressing brand can motivate consumers to protect the brand from harm, thus reducing consumer punishment of that brand. Notably, such motivations to protect the brand are driven by an incremental belief about the brand’s development. Moreover, the cuteness effect is attenuated in the case of repeated transgressions. Theoretical contributions to the literature on cuteness, brand logo, and brand transgression are discussed, as well as practical implications.     

The impact of airline internal branding on work outcomes using job satisfaction as a mediator

Within the context of the airline industry, this study offers an integrated approach measuring the effects of internal brand communication, brand-centered training, transformational leadership, brand ideology, and internal brand communities on job satisfaction and work outcomes. It further explores the role of job satisfaction as a mediator between internal branding and work outcomes. Following an analysis of 485 responses, we find that leadership, ideology, and communities positively influence job satisfaction, which in turn affects intention-to-stay, team performance, and brand commitment. Job satisfaction is also found to mediate the relationships between internal branding (i.e., transformational leadership, brand ideology, and internal brand communities) and work outcomes. These findings highlight that appropriate branding strategies can enhance airline development through employee satisfaction.     

城市旧住宅小区管理模式研究

城市旧住宅小区管理模式有物业管理模式、社区管理模式和单位自管模式之分。旧小区管理模式改革和创新是建立政府行政管理与居民(业主)自治管理相结合、社区管理与物业管理相结合的混合型管理模式,其实现途径是加强政府对旧小区管理的领导和支持,充分发挥小区自治组织的作用,积极推行物业管理模式,更新思想观念,提高物业管理服务水平,建立物业管理与社区管理相结合的运作机制,加强法制建理服务设。     

我国商业银行私人银行业务的发展现状与对策

随着我国富裕阶层队伍的不断壮大,我国私人银行业务显示出巨大的市场潜力,中外银行因此展开了激烈的竞争。但是,我国商业银行发展私人银行业务也面临着诸多制约因素。因此,我国商业银行应在市场细分、产品的研发与创新、品牌建设、组织架构、专业人才的培养、外部环境建设等方面采取切实措施,以促进私人银行业务的发展     

New Labour and Community Protests: the Case of the Govanhill Swimming Pool Campaign, Glasgow

Taking the case study of a community based protest against the closure of a swimming pool in Glasgow, this paper seeks to raise important critical questions about some of the key ideas informing New Labour's urban policy agenda: social capital and active community. It argues that normative notions of active citizenship seriously conflict with bottom-up community protests, highlighting in the process issues of power and inequality. Against claims that New Labour is promoting government through community, here we claim that in the context of this community protest, there was government against community.     

农村税费改革相关问题的深入思考

针对进一步扩大农村税费改革试点的要求，章从农村税费改革成功与否的衡量标准入手，对农村税费改革中难点问题的根本症结进行了深入分析．指出问题的根本源自不同利益主体间利益的重新分配，并在此基础上提出了解决问题的基本思路。     

品牌共同体:企业与消费者沟通的新方式

品牌共同体是国外兴起的一种新型的企业与顾客互动的方式。品牌共同体的构建有助于增加顾客的社交利益，对于顾客间互动以及体会品牌的内涵意义重大。本文通过介绍品牌共同体的定义、特征、意义，从而向企业提出创建品牌共同体的建议。     

THE LAST MILE: AN EXAMINATION OF EFFECTS OF ONLINE RETAIL DELIVERY STRATEGIES ON CONSUMERS

The Internet has increased the level of importance of the end‐consumer market to transportation carriers. In two between subject experiments, carrier disclosure on retail merchant websites is examined as a strategic differentiation strategy. Predictions are offered concerning effects of carrier disclosure strategies on product delivery‐related expectations, consumer attitudes, and intentions to purchase a product online. Results from Study 1 reveal significant differences between disclosure and nondisclosure of the carrier for numerous product delivery‐related variables, as well as many differences between the six carriers examined in this first study. Study 2 extends these findings by showing that providing consumers with a choice of carrier leads to increased levels of satisfaction with the online experience and greater willingness to buy, relative to nondisclosure and disclosure strategies.     

森林生态效益价值会计核算研究

森林生态效益是有价值的无形资产,这些价值不仅可以计量,而且应作为会计核算的对象。随着人们日益关注环境问题,营林企业应该将纳入企业会计核算的范围。本文着重研究了不同性质的营林企业如何进行森林生态效益价值的会计核算。