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.     

Branding strategies,marketing communication,and perceived brand meaning: The transfer of purposive,goal-oriented brand meaning to brand extensions

This article develops and tests a conceptual model of the transfer process whereby perceived similarity organized around shared goals facilitates the transfer of knowledge and affect from a parent brand to an extension of that brand. Empirical results, based on two well-known brands and two hypothetical product extensions for each brand, demonstrate that the availability of well-formed, goal-derived categories associated with a parent brand establishes an organizing framework for consumers' assessments of similarity thatfacilitates the transfer of consumer knowledge and attitude from the parent brand to a brand extension in another product category. This facilitating effect of similarity does not occur in the absence of goal-derived categories. The results also reveal how marketing communication can be used to facilitate the transfer process by framing similarity in terms of common goals. Implications are discussed for the organization of consumer knowledge and affect across product categories and for understanding prior research findings on brand extension. Ingrid M. Martin (imartin@csulb.edu) is an associate professor of marketing at California State University at Long Beach. Her research has examined issues in the area of consumer goals as they guide structuring and processing marketing information, product choice and usage. Her research has been published in theJournal of Consumer Research, Journal of Marketing Research, Journal of Public Policy & Research, and five book chapters. David W. Stewart (david.stewart@marshall.usc.edu) is the Robert E. Brooker Professor of Marketing in the Marshall School of Business at the University of Southern California. He is the immediate past editor of theJournal of Marketing. Dr. Stewart has authored or co-authored more than 200 publications and seven books. Shashi Matta (matta@marshall.usc.edu) is a doctoral candidate in marketing at the Marshal School of Business, University of Southern California. His research interests include branding, and services marketing. Shashi’s research has been published in theJournal of Consumer Research.     

董事责任制度重构： 精准问责、合理容错、宽容失败——以弘扬企业家精神为视角

基于权力（利）、义务、利益、责任与风险相匹配的基本逻辑,新《公司法》既要健全董监高的差异化公平问责规范体系,也要建立人性化合理减免责任制度。董监高问责能力取决于其职位的含权量、含金量、实际控制力与影响力,也取决于所在公司治理实况。要重点锁定并严惩关键少数者,严格区别独董与内部执行董事的法律角色。董监高责任应以过错责任为主、严格责任为例外。为精准识别董监高过错,建议采取法商、德商、智商、情商合一的理性人标准。要坚持责任自负为主、连带责任为辅。连带责任规范要保持统一化与谦抑化,赋予董监高在承担连带责任后的法定追偿权。要坚持有限责任为主、无限责任为辅。董监高对第三人不负责任为原则,负责为例外。建议精准甄别董监高个人责任与公司法人责任。章程或公司决议对法定代表人代表权的限制只要登记、备案或公示,即可对抗相对人。建议导入商事判断规则,允许公司自主豁免或减轻董监高责任,要求董监高自担最低责任限额,导入董监高责任保险制度。董监高问责机制要与股权激励相匹配。     

企业人力资产确认及其计量模型改进

本文认为,企业人力资产的确认与计量应与人力资源管理紧密结合,同时应将“区别考评制度”引入对企业人力资产的确认及对人力资源价值的计量中,并对原有个体和整体人力资源价值的计量模型进行了改进。     

An Empirical Investigation of Composite Product Choice

Prior ingredient branding research has examined the influence of “stated” factors such as fit between partner brands on composite product (e.g., Tide with Downy fabric softener) attitudes. This research focuses on choice of composite products, and addresses three managerially relevant questions: Which consumer segments are more likely to adopt the composite product? Will the choice of the composite product have positive or negative reciprocal effects on partner brands? Will the introduction of the composite product benefit the primary or the secondary brand more? The authors use a brand choice model to investigate the “revealed” choice of complements-based composite products. Study results indicate that (i) despite high fit between the composite product and the primary brand, consumer segments may have different choice likelihoods for these products, whereas prior research suggests equal likelihood; (ii) the choice of a composite product may not provide a positive reciprocal effect to the secondary brand; and (iii) the introduction of a composite product may benefit the primary brand more than the secondary brand, whereas prior research suggests a symmetrical benefit for the partner brands. Finally, the finding that introducing a composite product may not cannibalize the sale of the primary brand extends the ingredient branding literature, which has been silent on this issue.     

Pinning and Promotion: How Local Television Stations Are Using Pinterest for Branding and Audience Connectivity

Over the past decade, social media have become an increasingly important component in the ways broadcasters communicate with their audiences. A relative newcomer to that mix is the social network Pinterest, which enables followers to post photos and other types of visuals based on topics of interest. A content analysis examined how 85 local television stations are using that social network for promotion and branding. Results showed that, rather than promotion, use of Pinterest primarily revolves around lifestyle content, including postings by stations and interactivity by followers.     

The challenge of legitimizing spatially differentiated regulation: Experiences from the implementation of the Danish Buffer zone act

Differentiating regulation is a promising approach to agri-environmental regulation that may potentially reduce the environmental impact of agriculture at the lowest possible costs for the farmers and society, but also possesses a number of challenges. In this article, we explore the challenges to the legitimacy of agri-environmental regulation that occurs when the regulatory regime changes from general regulation to differentiated regulation. The analysis is based on a case study of the implementation of the Buffer zone act in Denmark – a regulation that prevents agricultural production in a 10 (later 9) meter fringe around selected waterbodies. We distinguish between two different ways of legitimizing: Producing knowledge and participation. We conclude that to harvest some of the obvious benefits of differentiated regulation a number of challenges must be resolved, 1) ensuring legitimacy of differentiated regulation is crucial, 2) differentiated regulation imply that farmers are also differentiated, 3) differentiated regulation implies new uncertainties, 4) the current knowledge regime need to be reconfigured, 5) stakeholders feel that they are unevenly treated and 6) it is difficult to establish a win–win solution for all farmers on an individual level.     

Brand value: how affective labour helps create brands

One way brands create value is by engaging the capacity of cultural labourers to animate affective connections with consumers. Brands assemble social spaces that harness the communicative capacities of cultural actors. A mode of branding that works by managing an open-ended social process depends on affective labour. Affective labour involves not only the capacity of individuals to produce specific meanings and feelings, but also the open-endedly social capacity to stimulate and channel attention and recognition. This affective labour does not always depend on making particular “authentic” representations, but on facilitating a general circulation of meaning. By investing in social spaces and relations corporate brands engage popular musicians in new forms of labour. This article examines the participation of popular musicians in branding programmes run in Australia by corporate brands between 2005 and 2010. I examine the accounts of musicians and managers who participate in these programmes to consider how they make their participation in social relations that create brand value meaningful. They employ a variety of practices: identifying with brands, endorsing brands' claims of socially responsible investment in culture, and distancing themselves from their own participation in branded space.     

The role of destination personality fit in destination branding: Antecedents and outcomes

Drawing from fit research in strategic management, this study develops and investigates a model predicting destination attitude and (re)visit intention. The study introduces the concept of destination personality fit on the basis of how well consumer perceptions of a tourist destination's brand personality fits that of what the destination brand manager wishes to convey. A model incorporating destination advertising awareness as an antecedent of destination personality and consumer‐manager destination personality fit is tested on international consumers with the destination personality of Switzerland as the study setting. Structural equation modeling results reveal that destination advertising awareness does indeed relate positively to both stronger perceived destination personality and destination personality fit in consumers’ minds. Interestingly, the subsequent destination personality–destination attitude relationship is moderated by consumer–manager destination personality fit in such a way that the link grows stronger in cases where fit is high. The results have important implications for destination brand managers in that they reinforce the importance of strong and distinct destination personalities. The findings also show the importance of actively communicating the destination brand to consumers since the positive outcomes of a strong destination personality increase in magnitude when successfully communicated, and the vision of the destination brand manager has been adopted by the consumer.     

Coloring the destination: The role of color psychology on Instagram

Color psychology plays important roles in product packaging, the retail environment, and online marketing. This study analyzed current practices related to color composition in tourism-related photographs on Instagram. Data mining and pictorial content analysis were adopted to investigate how lightness, chroma, and hue may influence Instagram posts' popularity. Generally, individuals appeared more likely to respond to brighter and more saturated destination pictures. Orange, yellow, blue, and violet contributed significantly to post popularity based on different photographic typologies. Overall, color is a complex construct that functions within diverse dimensions and can enrich tourists’ destination-related perceptions. Based on brand post popularity and color theories, the study findings provide valuable implications for effective and efficient destination promotion via Instagram. Relevant limitations and future directions are also discussed.