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关键词： 影视广告传播   国家品牌形象   研究   对策  

摘要： 国家品牌形象在我国的发展中有着非常重要的意义,是一种国家软实力的象征,是我国综合国力和发展建设程度在国际舞台中的一种具体反映方式.因此,在国家品牌形象的塑造中,影视广告传媒有着十分突出的作用,本文就此对基于影视广告传播视角的国家品牌形象的塑造研究展开探析.

关键词： Personalized advertising   Social media   PLS-SEM   Brand love  

摘要： Purpose This paper aims to test a theory-driven model reflecting the effects of perceived personalization on consumer-brand relationships on social media. Design/methodology/approach The conceptual model is empirically tested through two studies using partial least squares-structural equation modeling. Other techniques, such as common method bias, multigroup comparison, mediation analysis and model fit comparison, are also used to give more insights into the analytical process. Findings Data from two studies show that perceived personalization is positively related to brand-related outcomes including brand self-expressiveness, consumer-brand engagement and brand connection. While consumer-brand engagement and brand connection are positively related to brand love, brand self-expressiveness is not. Research limitations/implications The paper contributes to the advertising and brand management literature by shedding light on a better understanding of the impact of personalization in the digital world. Practical implications Management could learn important lessons from personalization. If a strategy of promoting personalized ads is implemented successfully, those ads could change customer perceptions of brands which ultimately strengthens brand love. Originality/value This research provides an empirical model that helps marketers better understand the factors affecting brand love with personalized ads on social media.

关键词： Store brand   Comparative advertising   Legitimacy   Attitude towards the ad   Attitude towards the brand   Actual purchase   Consumers' price consciousness   Consumers' resistance to national brands  

摘要： Purpose The research aim is to investigate the impacts of comparative ads used by retailers to compare the prices of their store brand (SB) products with those of equivalent national brand (NB) products. More specifically, this research examines if consumers perceive retailers as legitimate when they use comparative ads to compare the prices of their SB products to those of equivalent NB products, and how effective are these comparative ads in terms of actual purchases. This research also explores for which SB type (economy, standard or premium) and consumers are comparative ads most effective. Design/methodology/approach This research investigates consumers' reactions to comparative ads used by retailers to compare the prices of their SB products with those of similar NB products through an experiment within a store laboratory. A between-subject design has been used. The participants of the first/second/third group (n(1) = 93/n(2) = 92/n(3) = 91) were exposed to ads comparing the prices of retailer's economy/standard/premium SB food products with their equivalent NB food products, in the same product category. The participants of each group carried out a shopping trip in the store laboratory. Findings Consumers consider retailers legitimate when they use comparative ads. This favourable evaluation improves their attitude towards these ads. However, the impact of retailers' legitimacy of (1) means, (2) objectives and (3) historical legitimacy on consumers' attitude towards comparative ads depends on the SB type (economy, standard and premium). By contrast, comparative ads are effective in terms of consumers' attitude towards these ads and towards SBs, along with purchase intention and actual purchases of these brands, whatever the SB type. Lastly, this research highlights that comparative ads for SBs are mainly directed at consumers with high levels of price consciousness and resistance to NBs. Research limitations/implications This research only tested the impact o

关键词： Supply chain management   brand advertising   generic advertising   supply disruption   differential games  

摘要： Enterprise captures market share from competitors through brand advertising and increases consumer demand for this category of products through general advertising. In this paper, considering a supply chain with a manufacturer who is responsible for generic advertising and a retailer who undertakes brand advertising, a Stackelberg differential game-theoretic model is established to examine the impact of supply disruption faced by the manufacturer on the optimal decision-making and profits of supply chain members. When the supply of raw materials is disrupted, the optimal advertising strategies and advertising subsidy scheme designed for the initially estimated product sales need to be revised. The key to solving this problem is to explicitly consider possible deviation profit margins of supply chain members and total market demand for products caused by changes in the original product supply. Considering that the deviations of the profit margins and the total market demand are arbitrary, we analytically derive several propositions and obtain the optimal advertising strategies and the advertising subsidy scheme before and after the supply disruption. Then, we explore the impact of supply disruption through numerical analysis and provide management insights that are helpful for managers to re-design the advertising strategies and advertising subsidy schemes under supply disruption.

关键词： 企业简介   英译文   语言经济学   冗余  

摘要： 随着经济全球化的发展,世界各国的经济联系越来越紧密。在这股全球竞争的浪潮下,企业是实现经济增长的重要力量,而企业简介的英译文翻译则显得至关重要。然而目前企业简介英译文并不理想,存在大量的冗余信息;语言经济学则提出语言具有经济属性,正确有效的使用语言可达到预期的经济效益。由此,本文拟从语言经济学视角对己搜集的中国企业简介的英译文中存在的冗余现象从不同层面进行分析和研究,以期探索更加有效的语言分布形式,提升企业简介英译文质量,促使其更好的达成预期收益。

关键词： 奢侈品牌   技术接受度   新媒体广告   千禧一代  

摘要： 为解决服饰奢侈品牌新媒体广告缺乏定量描述消费者接受度的方法这一问题,以技术采纳与利用整合理论为基础,基于中国新媒体广告环境与服饰奢侈品牌特点,构建了中国服饰奢侈品牌新媒体广告接受度模型。研究保留了原模型中的绩效期望、努力期望、社会影响3个自变量,并引入新变量感知风险,采用李克特7级量表进行变量测量。通过问卷调研收集了212个有效样本,采用结构方程模型分析各因素对消费者行为意向的影响,并对研究假设进行检验。研究结果表明:社会影响(1.012^∗∗)和绩效期望(0.696^∗∗)显著正向影响行为意愿;努力期望和感知风险对消费者行为意愿的负向影响不显著。

关键词： 故事性广告   品牌信息   品牌—情节契合度   加工流畅性   说服知识唤醒   品牌态度  

摘要： 社交媒体的广告投放策略对消费者的品牌态度和传播意愿产生重要影响。文章通过实验研究证实,随着品牌信息呈现频率的增加,消费者对社交媒体故事性广告的品牌态度先升后降,这种倒"U"型的关系受到了消费者加工流畅性和说服知识唤醒的影响,而且品牌—情节契合度在品牌信息呈现频率与说服知识唤醒间起调节作用。文章结论对于企业实施社交媒体故事性广告策略有指导意义。

关键词： 营销决策   品牌广告   特劳特   知名品牌   名牌   定位理论   定位时代  

摘要： 经常遇到品牌还在原点期的客户向我咨询"品牌"广告怎么做?作为操盘过50个知名品牌广告的策划老司机,我却全程都在回避跟谈"品牌"这个词!因为你的产品只是有个"牌子",我们不妨先谈谈如何从"牌子"做到"名牌"。打造"名牌"这里我给你总结了五大要点。1.起个好"名字"好名字不能保证成功,但是坏名字一定很难成功!所以首先你要起一个或改一个好"名字"。关于品牌名,定位理论的创始人特劳特和里斯极度重视,在《定位》书中写到:在定位时代,你能做的唯一重要的营销决策就是为你的产品起个好名子。

关键词： 品牌认知度   伴随文本   背景音乐   广告效果  

摘要： 本文回顾了背景音乐对广告效果的影响,提出音乐作为伴随文本影响电子产品品牌认知度的假设,并通过控制变量实验进行实证分析,探究音乐伴随文本与消费者品牌认知的相关相关性。