企业家代言的自我效应影响因素研究

以信息处理理论为基础,从品牌联合视角,探究企业家代言行为的自我效应.基于369份调查问卷的数据表明,企业家为他人企业代言具备以下4个前置变量会显著影响企业家自身企业品牌绩效:企业家形象与代言品牌形象关联性、企业家自身企业品牌与代言品牌关联性、企业家信息展示意外性和企业家自身企业与代言企业的品牌资产不对称性.消费者对企业家代言广告的态度是中介变量.     

Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement

This study aimed to examine the effects of awareness of paid endorsements by social media influencers on followers’ cognitive persuasion knowledge (ad recognition), attitudinal persuasion knowledge (relationships with the influencer), and behavioral intentions, specifically eWOM intention and purchase intention. Employing an online survey (N = 269), this study found that awareness of paid endorsement relates to ad recognition, which is correlated with purchase and eWOM intentions. We also found that awareness of paid endorsement is correlated with influencer-follower relationship, which is associated with purchase and eWOM intentions. However, ad recognition does not affect influencer-follower relationship. Implications for public relations theory, practice, and policy are discussed.     

Proxy communication in crisis response

This study analyzes the role of third party crisis communication during the expansive food contamination crisis caused by Peanut Corporation of America (PCA). The information void caused by PCA's mismanagement of the crisis and subsequent reticence was filled by third party organizations serving as proxy crisis communicators. The need for organizations to plan for and engage in proxy communication when organizations in affiliated industries fail to communicate effectively during crises is demonstrated.     

国际体育产业中的运动员代言——以贝克汉姆为例

随着世界逐渐成为地球村,体育组织开始针对不同的客户群体拓展其市场和扩大球迷人数。贝克汉姆,一位拥有高调的婚姻生活和众多媒体关注的英国足球明星,由于代言过许多产品,因而成为研究当前国际体育产业中运动员代言趋势很好的案例分析素材。本文结论提供了一些关于影响运动员代言成功因素的见解。     

背书限制研究

我国现行票据法对背书限制缺乏系统明确规定,亟须加强研究,以便尽快完善有关立法。出票人记载背书限制的票据,其流通性并不绝对丧失,出票人以外的前手对转让背书的被背书人仍应负票据责任;背书人记载背书限制的票据,后手以此票据又进行转让背书的,原背书人有抗辩权;非转让背书中,应区别明示与默示以确定委托收款被背书人所为转让背书的效力,质押被背书人所为转让背书均不能发生票据法上的效力;以期后票据所进行的转让背书仅可产生民法上普通债权转让的效力。     

论刘商《胡笳十八拍》

署名蔡琰的《胡笳十八拍》引发了一系列同题拟诗,唐刘商《胡笳十八拍》是现存最早的拟作。刘商《胡笳十八拍》为文姬代言,在模拟的基础上融入了创新元素,在当时被广为传诵,对后世产生了深远的影响。     

金元以来“柳永戏”述论——兼及戏曲的文化代言问题

自金元以至今天,有许多剧作家以柳永入戏。柳永之词与其风流人生引发了剧作家的浓厚兴趣。相关的古代剧作表达着文人作家艳羡风流且张扬放荡的个性心理,也有对社会压抑、人生坎坷不满情绪的发泄,当然也满足着民间观众艳羡风流的欣赏期待。降及当代,以柳永故事为题材的戏曲却几乎立场一致地对柳永的人生表示理解,对柳永的道德为人进行辩护,甚至把浪子词人的柳永塑造为既忠实于爱情又居官清明的文人形象。这显然是从某种狭隘的地域文化价值的角度出发,或者从地方经济发展的需要出发,在借历史人物代言的时候,肆意涂饰以政治的色彩或装扮以虚假的道德外衣,既违背历史存在给予人物的性格逻辑,也违背戏曲创作的艺术逻辑。     

Replacement Cost Endorsement and Opportunistic Fraud in Automobile Insurance

Traditional insurance contracts do not offer protection against the replacement value of a vehicle. A replacement cost endorsement gives the opportunity to get a new vehicle in the case of a total theft or in the case of total destruction of the car in a road accident. This type of protection was introduced in Canada in the late 1980's. It is also offered in France and many insurers in the United States are going to move in that direction. We propose tests that separate moral hazard from adverse selection in the analysis of the effect of this additional protection on car theft. We show that holders of car insurance policies with a replacement cost endorsement have a higher probability of theft near the end of this additional protection (usually 24 months following the acquisition of a new car). Our tests indicate that this result is a form of ex post moral hazard or opportunistic insurance fraud.     

A Mediational Model Explaining the Connection Between Religiosity and Anti-Homosexual Attitudes in Italy: The Effects of Male Role Endorsement and Homosexual Stereotyping

This study aimed to better understand the relationship between religiosity and anti-homosexual attitudes in Italy by examining the mediation effects of male role endorsement and homosexual stereotyping. A sample of 5,522 Italian residents (age range = 18–74) was drawn from a cross-sectional national representative survey carried out in 2011. Measures included general religiosity, male role endorsement, homosexual stereotyping, social acceptance of homosexuality, and homosexual rights endorsement. Structural equation modeling was used to test the mediational effects of male role endorsement and homosexual stereotyping on the relationship between general religiosity and attitudes toward lesbians and gay men. Results showed that both male role endorsement and homosexual stereotyping partially mediated the relationship. In a model where religiosity and both mediators positively explained anti-homosexual attitudes, male role endorsement was the strongest mediator. Endorsement of gender role beliefs and homosexual stereotyping may thus exacerbate the connection between religiosity and anti-homosexual attitudes among Italians.     

论商业广告中代言者代言行为的法律责任

近年来，商业广告中代言人代言责任问题备受社会各界关注，也促使了我国相关法律法规的出台和完善。然而，我国对于该问题的研究长期以来一直处于欠缺状态，因此有必要加以深人探讨和研究。对于虚假广告中的代言人代言行为应当加以鉴别和区分，只有荐证行为才承担法律责任，单纯的表演行为不应当承担法律责任。此外，对于荐证责任也应根据产品侵权行为的法律性质，区分不同情况，承担相应责任。