Form consumer learning perspective, a theoretical analysis of the structure of brand knowledge is gave. Product concepts will be transformed into knowledge nodes, association links and affective response which are sto...Form consumer learning perspective, a theoretical analysis of the structure of brand knowledge is gave. Product concepts will be transformed into knowledge nodes, association links and affective response which are stored in consumer memory. Consumer brand knowledge is composed of brand awareness, brand image and brand attitude. Data are collected from questionnaire. The structure of brand knowledge is confirmed by exploratory factor analysis. Form a binary logistic regression analysis of brand knowledge and consumer purchase behavior, it found that brand attitude is the main factor to predict and explain the purchase behavior based on product concepts.展开更多
Needs analysis as the central force of EAP has received insufficient practice, resulting in dissatisfactory pedagogy. This study proposes a framework of CEAPNA （comprehensive EAP needs analysis）, and illustrates how...Needs analysis as the central force of EAP has received insufficient practice, resulting in dissatisfactory pedagogy. This study proposes a framework of CEAPNA （comprehensive EAP needs analysis）, and illustrates how the framework helps to shape learning-centered EAP pedagogy. The CEAPNA survey covered 452 undergraduates and 83 faculty members from science and engineering departments, and was triangulated with the researchers＇ retrospection of seven years of pedagogical practice. Major findings in the study suggest multiple sources as a must in a comprehensive and accurate analysis of EAP learner needs. In the meantime, the specificity of learner needs addresses EAP practitioners＇ endeavors to specify these needs in various dimensions, so as to negotiate a satisfactory balance between language, cognition and affect in EAP pedagogy. Due to realistic constraints in specifying and balancing the needs, this paper wishes to oblige with a conceptual interpretation as well as a pedagogical retrospection.展开更多
基金Acknowledgement Fund： the National Natural Science Foundation of China （No. 71172042）. Wuhan University of Technology Innovation Fund （No. 2012-IB-092）.
文摘Form consumer learning perspective, a theoretical analysis of the structure of brand knowledge is gave. Product concepts will be transformed into knowledge nodes, association links and affective response which are stored in consumer memory. Consumer brand knowledge is composed of brand awareness, brand image and brand attitude. Data are collected from questionnaire. The structure of brand knowledge is confirmed by exploratory factor analysis. Form a binary logistic regression analysis of brand knowledge and consumer purchase behavior, it found that brand attitude is the main factor to predict and explain the purchase behavior based on product concepts.
基金supported by the National Social Science Funding Project (17BYY109)~~
文摘Needs analysis as the central force of EAP has received insufficient practice, resulting in dissatisfactory pedagogy. This study proposes a framework of CEAPNA （comprehensive EAP needs analysis）, and illustrates how the framework helps to shape learning-centered EAP pedagogy. The CEAPNA survey covered 452 undergraduates and 83 faculty members from science and engineering departments, and was triangulated with the researchers＇ retrospection of seven years of pedagogical practice. Major findings in the study suggest multiple sources as a must in a comprehensive and accurate analysis of EAP learner needs. In the meantime, the specificity of learner needs addresses EAP practitioners＇ endeavors to specify these needs in various dimensions, so as to negotiate a satisfactory balance between language, cognition and affect in EAP pedagogy. Due to realistic constraints in specifying and balancing the needs, this paper wishes to oblige with a conceptual interpretation as well as a pedagogical retrospection.
