中国商品品牌命名的规则和特点

商品品牌的命名是市场营销活动中的一个重要环节。汉语品牌与英语等西方语言的品牌在命名的原则上有很多不同的特点。汉语品牌命名需要遵守汉语语言的规则。但是,目前国内的市场营销界还没有充分注意到这方面的差别。本文以国内的278种纺织品品牌为资料,分析其在音节、声调、品名结构和语义等方面的特点,以及我们在给商品命名时必须重视的几个方面,以期引起重视。理解品牌命名的原则有助于创造出有竞争力的品牌。     

How can perceived consistency in marketing communications influence customer–brand relationship outcomes?

This paper examines the impact of perceived consistency in marketing communications on customer–brand relationship outcomes. The perception of consistent message and image through different marketing communication tools is one of the basic principles of the integrated marketing communications (IMC) approach. Although literature suggests that IMC might have an influence on customer–brand relationship outcomes, empirical evidence that supports this assumption is still weak and inconclusive. Three main brand relationship outcomes are established for the purpose of the study, i.e. trust, commitment, and loyalty. The relationships between perceived communication consistency and brand outcomes are examined in a hospitality context on a sample of 452 respondents who had to evaluate fast-food brands. Structural Equation Modelling was employed as the main technique for data analysis using Partial Least Squares (PLS). Results reveal that communication consistency has a strong direct impact on brand trust and brand loyalty. Although its influence on affective brand commitment is found to be positive, it is not statistically significant. The interrelationship between three brand relationship outcomes is also corroborated. The study contributes to our understanding of the role of IMC in the relationship marketing paradigm and provides deeper insights into the impact of communication consistency on different relationship outcomes with fast-food brands.     

基于消费者隐性需求的营销模式研究策略

消费者隐性需求的相关理论和实践研究逐渐受到国内外学者的重视,这对于营销理论的再造和营销学的演进具有一定的理论价值。本文从营销范式的演进规律归纳得出,营销范式的转换归根结底源于隐性需求的开发。在此基础上,对传统营销模式及营销组合对隐性需求研究的普适性进行了检验,并探讨了基于隐性需求的4Vs营销模式及其现实意义。     

Employer brand building for start-ups: which job attributes do employees value most?

Although attracting talented personnel is one of the biggest challenges for start-ups, little is known about how nascent ventures can successfully build an employer brand. This study investigates which distinctive job attributes start-ups can use for their employer branding. We identify the unique job attributes distinguishing entrepreneurial firms from large firms and calibrate the relative value of these job attributes from the potential employees’ perspective. Using conjoint analysis we demonstrate that a communal team climate and the early assignment of responsibilities are a start-up’s most attractive job attributes for prospective applicants. We contribute to the entrepreneurial marketing literature by bringing forward the concept of entrepreneurial employer branding, by examining entrepreneurial firms’ unique and attractive job attributes, and by discussing how start-ups can make use of these attributes in their recruiting and employer branding activities.     

Designing brands and managing organizational politics: A qualitative case study of employer brand creation

This study explores intra-organizational processes and structures within the creation of an employer brand. Drawing on a practice perspective that analytically differentiates between practitioners, praxis, and practices, we present a qualitative case study of an employer branding project in a large industrial company. Our theorized account of the case demonstrates the managerial complexities and dynamics of employer brand creation. Based on a detailed content analysis, we identify three distinct sets of activities of employer brand creation: (1) defining and demarcating employer branding, (2) developing and maintaining cooperation within employer brand creation, and (3) confirming and contesting management ideas and structures beyond employer branding. Our study contributes to employer branding research by highlighting how employer brand creation is entangled within strategic, functional design of an employer brand and managing organizational power relations and differing interests. Furthermore, this study particularly emphasizes the emerging character of employer branding and the impact of an established social infrastructure within employer brand creation.     

“名字”,还是“卖点”,消费者如何加工双重信息?

在营销实践中存在大量的仿洋和仿古品牌名称,因为品牌名称作为信息确实会影响消费者的认知和态度。基于信息加工的角度,本文探讨了消费者如何加工品牌名称等多重信息。通过实验研究发现品牌名称与产品功能诉求在互补型匹配时传播效果更好,而且其效果具有一般性。这一结果有助于在更抽象的信息加工层面理解仿洋和仿古品牌名称的应用效果,因而更好地调控消费者的反应。     

Employer Branding: A Brand Equity‐based Literature Review and Research Agenda

Over the past two decades, scholarly interest in employer branding has strongly increased. Simultaneously, however, employer branding research has developed into a fragmented field with heterogeneous interpretations of the employer branding concept and its scope, which has impeded further theoretical and empirical advancement. To strengthen the foundation for future work, this paper takes a brand equity perspective to review the extant literature and create an integrative model of employer branding. Using an analytical approach, the authors identify 187 articles, which they integrate along different employer brand dimensions and branding strategies: (i) conceptual; (ii) employer knowledge dimensions; (iii) employer branding activities and strategies. On the basis of this review, the authors develop an employer branding value chain model and derive future research avenues as well as practical implications.     

The Impact of Service Quality and Service Characteristics on Customer Retention: Small Businesses and their Banks in the UK1

The recent developments in relationship marketing have increasingly focused attention on the beneficial effects of customer retention. The notion of building relationships and delivering quality service in order to encourage loyalty is perhaps of particular importance in the service sector where it is often argued that customer attraction costs are significantly higher than retention costs. Central to the idea of investment in the development of service quality and customer relationships is the belief that such investments will enhance loyalty, retention and profitability. Empirical evidence on the extent to which such links exist is still partial. This paper explores the relationship between service qualitylcustomer relationships and customer loyalty and retention using evidence from the UK banking sector and its small business customers.     

Hand in Hand zum Erfolg?!

This contribution deals with the relevance of the employee??s personality for brand relationship quality in the service sector. The necessity for employees of being conform to a brand to strengthen its image makes the fit between the employee and the brand personality of special interest regarding this study. The so developed causal model is evaluated by conducting an empirical study whereby one of the leading financial institutes in Germany serves as study object. Results show a high relevance of Love/Passion, Intimacy and Partner Quality for brand loyalty. Further, these dimensions of the relationship quality are determined by the fit between brand personality and employee personality with regard to the aspect competence and sincerity. The relations between the personality fit constructs and the influenced dimensions of brand relationship quality are intensified by a positive consumer evaluation of the employees with regard to the relevant personality traits.     

Making sense of sensory brand experience: Constructing an integrative framework for future research

This study asserts that conceptualizing sensory brand experience (SBE) as an independent construct is critical to expanding our understanding of experiences provided by brands. To achieve this goal, a rigorous examination of its foundational knowledge structure underpinning the construct is urgently required. Using co-citation analysis examining 151 SBE-related articles with 4038 citations over more than two decades (1994–2019), six knowledge fields deemed to have constitutive influence on SBE literature have been identified: atmospherics, product evaluation, sensory marketing, service marketing, experiential marketing and brand experience. Combining the results of a hierarchical cluster analysis and a metric multidimensional scaling analysis, the authors located three fundamental premises: (1) brand settings are arbiters of brand meaning; (2) the intrinsic processing of SBE involves the entrainment of exteroceptive and interoceptive processes; and (3) SBE outcomes are non-representational. At the end of the paper, these findings are organized into an integrative framework, highlighting research concerns and research gaps at the antecedent, processing and outcome stages. In doing so, this paper contributes to the conceptual development of SBE by constructing a doctrinal schema for future research undertakings.     

品牌权益影响股东价值的实证研究

市场营销活动对企业股东价值的影响是品牌价值链研究的重要方面。近年来营销学者为了向企业经理证实营销活动能够为企业带来长远效益,不断探索各个营销环节和营销活动对企业股东价值的影响。从品牌的视角探讨营销活动对股东价值的影响,探索品牌权益对股东价值的影响途径和中介变量以及这些影响在不同行业之间的差异;以世界品牌实验室关于品牌价值评估的数据作为品牌权益的测量,以网易网站和东方财富网站的财务数据计算Tobin′sQ作为企业股东价值的测量,采用2005年～2007年的数据进行面板数据分析。研究结果表明,品牌权益能够正向影响股东价值,企业利润是品牌权益和股东价值的中介变量,品牌权益对股东价值的影响受企业所在行业的调节。     

品牌基础问题研究评述

品牌问题一直是国际营销学术界的研究热点领域。对文献总结发现,在品牌基础问题的理论和方法研究中,主要集中在品牌认识、品牌选择和品牌发展3个方面。国内外研究者从不同的理论出发运用不同方法解释了品牌的认识、选择和发展,主要是分别从消费者和企业2个角度来分析和探讨品牌问题,但是缺乏二者之间互动关系的研究,使得品牌基础问题的研究不能为企业品牌创建、品牌战略和品牌延伸提供合理建议。     

公司品牌与产品品牌对购买意向影响的实证研究

以在校学生为研究对象,通过实验研究方法,实证了公司品牌及产品品牌对购买意向均具有显著的正向影响关系,并且,公司品牌比产品品牌对购买意向的正向影响更为显著.进一步实验表明,在产品品牌强度相同的条件下,被试对具有较强公司品牌的购买意向更为显著.研究结果说明,在中国市场,顾客的购买决策主要依赖"从公司到产品"的思维模式.研究结论弥补了现有品牌理论对购买意向实证研究的缺乏,为企业选择公司品牌与产品品牌的创建顺序提供了理论支持.     

Hochschule als Marke

This paper gives an overview of new developments in conceptualizing universities as brands. Brand development in this sense is not an externally-oriented marketing instrument, but an internal strategy. In this internal brand development process, a university sorts out its developmental resources and challenges and structures an identity. Ten steps in this process of brand development are outlined and a concept of brand positioning specific to universities is introduced.     

供应链中断下顾客缺货反应对牛鞭效应的影响研究

传统的关于供应链牛鞭效应的研究,仅关注供应链上游成员间（供应商、制造商或零售商）的协调运作,而忽略缺货发生后顾客缺货反应对供应链动态性的影响。本文利用高层级Petri-net对包含两个制造商、两个零售商的供应链系统进行建模与仿真,定量地研究不同的缺货强度下顾客缺货反应对两条相互竞争的供应链牛鞭效应的影响。研究结果表明,顾客缺货反应对缺货品牌及其竞争品牌的牛鞭效应均存在显著影响,但各种缺货反应对牛鞭效应的影响程度有所差异,且供应链中断强度（主要体现为发生缺货的品牌市场份额以及缺货持续时间）亦对牛鞭效应产生显著影响。我们建议不同产品类型（对应不同的顾客反应组合）的管理者根据品牌的市场占有率、缺货持续时间等因素对不同类型的顾客进行购买行为的引导,以缓解牛鞭效应并保持市场份额。     

Pre-recovery emotions and satisfaction: A moderated mediation model of service recovery and reputation in the banking sector

This study examines the mediating role of service recovery judgments between pre-recovery emotions and post-recovery satisfaction, and investigates the role of firm reputation in this mediation context. Using a moderated mediation framework, the authors test the model with data from 366 customers who experienced a banking service failure and complained to a third party. The results show that distributive, procedural, and interactional justice dimensions mediate the relationship between pre-recovery emotions and satisfaction. Firm reputation moderates the relationship between emotions and satisfaction via distributive and interactional justice, but not via procedural justice. This study provides evidence for the notion that pre-recovery emotion is an antecedent of service recovery process and firm reputation plays an essential role in this process.     

陈素娟：变革堡狮龙

香港知名休闲服饰品牌堡狮龙正随着经济的回升而重拾快速发展的舞步。 尽管席卷全球的金融危机使这家服装大鳄也受到了冲击：2009年10月发布的堡狮龙2008/2009年报显示，堡狮龙当年收益为22．54亿港元，毛利为11．13亿港元，毛利率为49％，都较上年有轻微下降，但企业整体运营非常稳健。     

营销伦理对品牌重生影响的实证研究

本文构建了非营销伦理行为、品脾资产衰减和品牌重生难度三个变量之间的结构方程模型,利用来自教育培训业的数据进行了实证研究。结果发现,非利他主义营销行为和非社会公正营销行为直接影响品牌重生难度;利己主义营销行为对品牌衰减影响显著,并对品牌重生难度产生间接影响;非经典效用营销行为对品牌资产衰减和品牌重生难度都产生了直接影响,并对品牌重生难度产生间接效应;品牌资产衰减对品牌重生难度存在显著的直接影响。消费者从不同视角感知到的企业非营销伦理行为越严重,企业品牌重生的可能性就越小。     

Attracting talent through diversity at the top: The impact of TMT diversity and firms' efforts to promote diversity on employer attractiveness

At a time where firms encounter a “race for talent”, it is crucial for many MNCs to present themselves as attractive employers. Failing to position themselves in the international labor market can reduce firms' ability to acquire valuable international human capital, thereby generating disadvantageous organizational effects. Against this backdrop, drawing on signaling theory and employer branding literature, our paper aims to shed light on the association between nationality diversity in the executive suite and MNCs' employer attractiveness. Our lines of argument build on the notion that top management team composition can affect MNCs' efforts to promote diversity among their employees. This focus on diversity, in turn, can affect MNCs' employer attractiveness. Examining firms from various European countries, we find that top management team nationality diversity is positively associated with firms' employer attractiveness for foreign job seekers. We also show that a firm's efforts to promote diversity mediate the relationship between TMT nationality diversity and employer attractiveness. We therefore advance the academic debate on diversity as an employer branding tool and a means to enhance employer attractiveness. In practical terms, we also provide valuable insights for firms wishing to transform into (more) diverse entities.     

The impact of different fit dimensions on spillover effects in brand alliances

Brand alliances represent a popular business strategy in many industries, because firms hope to evoke positive consumer evaluations of both the alliance’s product and the partner brands. However, extant research offers mixed findings regarding the effects of a brand alliance on its partner brands (i.e., spillover effects). In response, this study separates spillover effects into the effects of the alliance product on the partner brands (brand alliance effects) and the effects between partner brands (brand contrast effects), while also noting the potential moderating impact of perceived attitude- and product-based fit between partner brands on resulting spillover effects. Two experimental studies consistently reveal the existence of brand contrast effects; furthermore, the partner brand’s attitude-based fit reduces undesired brand contrast effects and positively moderates spillover effects in brand alliances, whereas product-based fit does not. Therefore, a third study identifies relevant drivers of partner brand’s attitude-based fit for different brand alliances (i.e., co-branding, ingredient branding, and joint advertising). The findings have notable implications for the design and management of brand alliances.