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.     

The effects of power on consumers’ evaluation of a luxury brand's corporate social responsibility

This paper examines how power affects consumers’ responses to corporate social responsibility (CSR) initiatives of luxury brands. The results of three studies show that high‐power individuals evaluated a luxury brand's CSR campaign more positively than low‐power individuals. High‐power individuals viewed CSR activities as being more fluent than low‐power individuals. This study further demonstrates that power influences consumers’ responses to nonluxury brand's CSR activities. Low‐power individuals, who are more receptive to warmth, evaluated nonluxury brand's CSR more favorably rather than high‐power individuals.     

Drivers of eWOM engagement on social media for luxury consumers: Analysis,implications, and future research directions

The rapid industrialization and growth across the world have fostered the consumption of luxury fashion brands. Electronic word-of- mouth on social media (eWOM) is fast becoming an effective and germane strategy to engage luxury consumers through posting pictures, sharing reviews, and communicating information on platforms like Facebook, Instagram, and TikTok. Extant research has not examined the antecedents and drivers that lead to eWOM behavior. We leverage self-congruity theory and through its focal lens, our study addresses this research gap through a survey conducted with 453 consumers in Mexico, Latin America's fastest growing market. Our results indicate that need for status, susceptibility to normative influence, and luxury brand involvement, moderated by authentic pride and social media influencers lead to eWOM behavior on social media. We also demonstrate that luxury brand involvement and susceptibility to normative influence mediate the relationship between need for status and eWOM behavior on social media. The study provides important implications to managers and researchers by suggesting long-term actionable strategies for growth that can help luxury firms develop a sustainable competitive advantage over rivals and competitors.     

Twenty-Five Years after the Fall of the Berlin Wall: An Empirical Revisit of West German Consumers' Attitudes Toward Products and Brands from Former East Germany

More than 25 years after the German reunification, data show that products/brands from the eastern regions of Germany (“Neue Länder”) still do not have significant shares in the country's western part (“Alte Länder”). To analyze potential reasons for this phenomenon, our current study replicates a previous study that investigated selected attitudes of Alte Länder consumers toward products/brands from the Neue Länder. It is shown that factors such as consumer ethnocentrism, product judgment, willingness to buy, and economic animosity continue to influence consumer behavior and as such our study offers potential explanation for the failure of Neue Länder products/brands in the western regions of Germany.     

广东本地服装品牌的市场培育

本地原创品牌的发展塑造需要坚持,也需要本地市场的支持。品牌经营者必须充分了解市场需求,有针对性地进行市场培育,同时结合自身条件进行品牌营销,才能在市场上取胜。文章基于服装品牌消费者层次分析,提出以差异性的品牌推广方式来培育忠诚顾客的若干策略,从而提升原创品牌的市场竞争力。     

欧洲"健康城市"研究评述

在明确"健康城市"相关概念和特征的基础上,回顾了欧洲"健康城市"运动的发端,详细介绍了欧洲"健康城市项目"的运作流程,随后着重从老龄化、城市规划、社会因素三方面与城市健康之间的关系总结欧洲关于"健康城市"的研究成果,最后展开若干思考.     

加强建筑企业职业健康安全管理之我见

无论从建筑企业自身,还是行业发展;无论是近期生存还是长远发展,建立有效的职业健康安全管理体系,可有效保护建筑业劳动人员的健康安全,完善中国社会主义市场经济运行机制,促进社会稳定、经济健康发展。     

大学生心理健康教育刍议

提高大学生的心理健康水平,是大学生健康成长的需要,是时代发展和社会全面进步对培养高素质人才的必然要求。本文提出了大学生心理健康的衡量标准,分析了影响大学生心理健康的因素,在此基础上,探讨了做好大学生心理健康教育工作的方法。     

“绿康城市”论

城市是人类聚集和生活的场所，随着人类的进化不 断发展。理想城市应当符合人类对美好生活的向往，既能满足 生态可持续的绿色发展需求，也能提供有益人类健康的适宜人 居环境。“绿康城市”论就是当今缓解“城市病”与“城市人 群病”的理想模式之一，而日本东京城市中心“大手町之森” 正是“绿康城市”论的实践先驱案例。基于人、自然和城市三 者之间的关系，追溯欧美、日本与中国理想城市的发展历程， 并对进行建设“绿康城市”实践时应坚持的原则与构成要素进 行了较为深入的探讨。     

Does Store Brand Patronage Improve Store Patronage?

Review of Industrial Organization - We investigate the relationship between a household's store brandpatronage and store patronage through its impact on store revenuesand profits. The nature of...