Is advertising for losers? An empirical study from a value creation and value capturing perspective

Does advertising lead to higher profits? This question has preoccupied company executives and academic researchers for many decades. Arguments have been put forth in both directions, and evidence is mixed at best. In this article, we re-examine the question from a value creation and value capturing perspective, which allows us to re-interpret and reconcile the different views and empirically validate the resulting hypotheses. Using a database of the top 500 brands of established companies during the 2008–2015 period, we find that advertising spending has no significant impact on profitability, while both brand value and research and development (R&D) spending have a clearly positive effect. In addition, we observe a positive interaction effect between advertising spending and R&D spending and a negative interaction between brand value and R&D spending on profitability. These findings corroborate the view that advertising in and of itself does not improve profitability; rather, its effect is positive only when it acts in support of customer value creation as a result of R&D.     

以流通产业结构创新促京城老字号腾飞

通过对京城老字号出现危机的原因进行分析,指出了流通产业结构不合理是影响老字号发展的根本原因。进而提出了老字号的发展要以首都流通产业结构创新为前提,在优化所有制结构、进行流通方式和组织形式的调整和创新、推进流通现代化等方面下功夫的整体思路,并以"全聚德"的成功经验为京城老字号的振兴和发展提供借鉴。     

化妆品品名的语言特点及其翻译之得失

化妆品品名翻译是否得当直接影响到产品的销售与推广。从目的论角度出发,探讨中外化妆品品名的语言特点,并且分析成功化妆品品名的翻译策略以及典型翻译失误案例,指出了目的论是指导化妆品品名翻译的有效理论。     

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。     

“感性营销”成就摩托罗拉——析摩托罗拉品牌形象策略

本文主要研究摩托罗拉如何运用“感性营销”方式重塑其品牌形象。具体介绍了摩托罗拉实施“感性营销”重塑品牌形象策略的三大步骤 ,并提出了感性营销对我国企业塑造品牌形象的启示。     

“家即心之所在”——透视霍桑复杂的乡土情结

美国19世纪伟大的浪漫主义作家霍桑对故乡萨莱姆有着一种独特而又复杂的乡土情结,这不仅能从他的旅行日记和<海关>一文中得到直接的印证,而且能从他众多的短篇小说中得到间接的反映;本文试图对<伊桑@布兰德>等小说进行解读,以揭示霍桑内心深处那种复杂而又浓郁的乡情.     

论品牌定位与品牌延伸的关系

品牌定位和品牌延伸是增加品牌资产的两种有效的战略手段,是采用品牌定位战略促进品牌资产的增加,还是利用品牌延伸战略促进品牌资产的增加,一直是理论界争论的热点,本文运用矛盾分析法,对品牌定位与品牌延伸的关系进行了研究。     

论商标名称的翻译

商标是消费者认识产品的重要信号。商标的翻译必须符合目标市场的语言习惯和民族文化心理。本文从文化差异和目标市场消费心理的角度,对商标名称的翻译应遵循的基本原则进行分析,认为准确、忠实、富于联想、易于发音和记忆的商标译名能提高产品的市场竞争力,帮助企业取得良好的经济效益。提出了谐音双关、音译、意译、音意结合、调整法等商标翻译的方法。     

广东培正学院品牌的塑造与发展研究

我国民办高校已经进入了品牌竞争的时代。"广东培正学院"虽然已是广东民办高校的知名品牌,但要在激烈的市场竞争中提高"广东培正学院"品牌的知名度,实现我院的持续发展,必须实施"综合打造、突出重点、长期建设"的品牌发展战略,将"广东培正学院"塑造成成具有自己特色的强势品牌。     

Nonstationary Brand Variables in Category Management: A Cointegration Perspective

Category‐management models serve to assist in the development of plans for pricing and promotions of individual brands. Techniques to solve the models can have problems of accuracy and interpretability because they are susceptible to spurious regression problems due to nonstationary time‐series data. Improperly stated nonstationary systems can reduce the accuracy of the forecasts and undermine the interpretation of the results. This is problematic because recent studies indicate that sales are often a nonstationary time‐series. Newly developed correction techniques can account for nonstationarity by incorporating error‐correction terms into the model when using a Bayesian Vector Error‐Correction Model. The benefit of using such a technique is that shocks to control variates can be separated into permanent and temporary effects and allow cointegration of series for analysis purposes. Analysis of a brand data set indicates that this is important even at the brand level. Thus, additional information is generated that allows a decision maker to examine controllable variables in terms of whether they influence sales over a short or long duration. Only products that are nonstationary in sales volume can be manipulated for long‐term profit gain, and promotions must be cointegrated with brand sales volume. The brand data set is used to explore the capabilities and interpretation of cointegration.