创业者因“我能”而拼凑：创业震荡的调节效应

遵循自我一致性理论和认知评价理论，引入创业目标清晰度和创业震荡（消极创业震荡和积极创业震荡），揭示创业自我效能感影响创业拼凑的内在作用机制和边界条件。基于297名创业者回溯式调查数据进行实证检验，结果发现：创业自我效能感既能直接促进创业拼凑，又能通过创业目标清晰度的中介作用产生间接促进作用；积极创业震荡能够削弱创业自我效能感对创业拼凑的驱动效应，并且通过创业目标清晰度的中介作用实现；消极创业震荡的调节效应不显著。研究结论部分解释了“面对同样的资源短缺情境，为何有些创业者积极开展创业拼凑，但有些创业者却无所事事”和“积极创业者在何种情境下会开展更多创业拼凑”等问题。     

Brand personality appeal in retailing: Comparing fashion- and grocery retailing

In a mature retail market, branding can offer retailers opportunities for setting themselves apart. This study examines the construct ‘brand personality appeal’ (BPA; Freling et al., 2011) in retailing. Two consumer surveys are administered, on fashion retailing (n = 104) and grocery retailing (n = 101), focusing on (1) store personality, (2) BPA, and (3) retailer brand equity. A SmartPLS estimation shows that ‘enthusiasm’ is a personality trait that appeals to consumers regardless of the retail context, whereas ‘sophistication’ matters more in fashion retailing and ‘unpleasantness’ in grocery retailing. BPA is a significant driver of retail brand equity, regardless of the retail context.