Study of the Influence of Parent-brand Similarity,Association,and Complimentary Fit on Co-brand Attributes

In this paper,it investigates the factors affecting successive brand alliance in which two brands from different product categories are featured together to introduce a co-brand.Based on the brand alliance theories,the degree of association,similarity,and complimentary fit between parents brands are important factors in determining successive brand alliance.By using the 5P's,which are premium price,perceived quality,product features,performance,and perceived image,as the measuring scale in brand attributes for each brand,it has reflected the change of brand attributes of the brands before and after brand alliance.400 subjects participate in the research,and 360 of which are valid.From this study,we conclude that when association between parents turns from "-" to "+" and similarity from "-" to "0",there is a trend of descending of co-brand attributes.When fit between parents turns from "-" to "0",there is also a trend of descending of co-brand attributes.While fit between parents turns from "+" to "0",there is a trend of increasing of co-brand attributes.The results show an interesting pattern of interactions among factors,which has important implications for managers in co-brand marketing.These also provide researchers with promising avenues for further study in brand alliance.

Urban Residents' Food Safety Awareness and Purchasing Decisions about Name-brand Livestock and Poultry Products: A Case Study of Beijing City

Through the data on Beijing urban residents' purchasing decisions of the name-brand livestock and poultry products,the article analyzes consumers' food safety awareness about the name-brand livestock and poultry products and the effects on the purchasing decisions of the name-brand livestock and poultry products. Research shows that urban residents obtain information on food safety through TV programs and newspaper and there are a great of problems in food. 55. 43% of the consumers consider that the name-brand livestock and poultry products are safer than ordinary livestock and poultry products. The result of the model shows that food safety awareness about the name-brand livestock and poultry products has dramatically affected urban residents' purchasing decisions of livestock and poultry products. The biggest effect is on the brand of eggs and pork as the major daily consumer goods. Furthermore,income and prices are still the determining factors affecting the consumers' purchasing decisions of the name-brand livestock and poultry products. And the features of livestock and poultry products( nutrition,taste) significantly affect the name-brand livestock and poultry products.

Raising the Awareness of Programme Brand

With the help of 29 teachers and students from China Acrobatic Troupe, the Inner Mongolia Acrobatic Troupe was established in April,1958.Over the half century since its establishment, the Inner Mongolia Acrobatic Troupe has experienced ups and downs.As an artistic group,how can we survive and develop when the reform of so-

China Housing Industry Association under the All-China Federation of Industry and Commerce has now launched its Sustainable Asia-Pacific Greenland Brand

This community of townhouses in Chengdu, SichuanProvince was developed by Dalian’s Wanda Group

Branding and brand equity measurement in the beer industry of Thailand

The objective of this research is to investigate a new concept model of brand equity measurement in the economy beer industry of Thailand by using five factors of brand equity which are brand awareness, brand liking, brand purchase intention, brand satisfaction and brand loyalty along with the consumer behavior. The respondents are 379 males and females who have at least occasionally had a beer during the past few years. The findings show that males are more likely to drink beer regularly and in larger quantities. The average respondent seems to drink beer in order to relax and socialize at parties. Respondents recognize Leo beer more than the other two brands in this study. Descriptive statistics and statistical analysis are presented for individuals, managers, as well as for advertising and marketing professionals. Suggestions and links for personal brand building are also offered.

Factors Affecting Brand Loyalty of Private Universities: Case Study Guangxi University of Foreign Languages

In recent years,China’s private higher education has developed significantly,and private universities have become one of the“two schools”.However,due to the expansion of the scale of public schools,the limited supply of teachers in private colleges,and the mismatch between the supply and demand of graduate employment,the crisis of students in private colleges and universities has become increasingly serious,and the pressure of survival and competition is increasing.The main purpose of this study is to explore the influence of Guangxi University of Foreign Languages marketing mix and brand awareness on brand loyalty,and to provide recommendations for Guangxi University of Foreign Languages private universities.The researchers will use a quantitative approach to study the effect of two independent variables(marketing mix and brand awareness)on the dependent variable(brand loyalty).A total of 414 questionnaires were distributed to students of Guangxi University of Foreign Languages and analyzed using statistical software SPSS.Perform descriptive statistical analysis to understand the sample of respondents;perform reliability and validity analysis to ensure the reliability and validity of the questionnaire;perform correlation analysis to determine the correlation between independent and dependent variables;and perform regression analysis,to explore the influence and degree of influence of various factors on the brand loyalty of private colleges and universities.Research shows that marketing mix and brand awareness have a significant positive impact on brand loyalty of private universities.Finally,based on the research results,five suggestions are put forward from the perspective of private universities to help private university brands improve customer brand loyalty and their own brand competitiveness.

电商直播背景下海南香蕉品牌营销策略研究

随着互联网经济高速发展而诞生的“电商直播”无疑为农产品的推广销售与品牌建设带来了诸多机遇,但同时也带来了挑战。海南香蕉如何站在“电商直播”的经济新风口中,借助电商直播提高销量、扩大知名度,实现品牌化发展是值得深思的。通过对当前电商直播背景下海南香蕉品牌营销的现状及问题进行分析,提出相应的优化策略,促进海南香蕉品牌的发展与提升。

乡村振兴背景下广告品牌认知影响消费者购买意向的实证研究

区域经济是国民经济的基础,是实现国家战略与奋斗目标的重要支撑。党的二十大报告指出要着力推进“城乡融合”与“促进区域协调发展”。“产业兴旺”不仅是解决乡村问题的前提,也是推动区域经济高质量发展的重要途径,品牌的建立可以有效促进“产业兴旺”。本文从消费者品牌认知视角入手,提出假设,构建广告品牌认知对消费者购买意向影响模型,以乡村产业作为研究对象进行实证分析,通过问卷调查等方法获取数据,对统计结果进行相关性分析与回归分析,验证假设。研究结果表明,品牌知名度、品牌形象、消费者感知质量、消费者感知价值均对消费者购买意向有显著的积极影响,并基于此提出政府引导、品牌建设、品牌质量、品牌宣传、品牌形象等方面建议。

浅析文化观念对绿色包装设计的影响

本文探讨了文化观念对绿色包装设计的影响,并深入分析了文化观念在包装设计中的作用。通过理论框架的构建,揭示环保意识、消费文化和品牌文化对绿色包装设计的塑造作用,为设计师和品牌提供启示。本文旨在加深大众对绿色包装设计与文化观念之间复杂关系的理解,为可持续包装设计发展提供指导。

乡村振兴战略背景下乡村体育赛事品牌的生成机理与培育路径研究——以贵州“村BA”为例

运用文献资料法和案例分析法,以贵州“村BA”篮球赛为典型案例,探析乡村体育赛事品牌促进乡村振兴的时代价值、生成机理及培育路径。指出,乡村体育赛事品牌具有促进乡村产业、生态、文化、人才、组织振兴的多重价值。乡村体育赛事品牌的生成需要依赖政策规划做好顶层设计,依赖全民参与形成路径保障,依赖因地制宜凝练独特优势,依赖品牌策略提供有力支撑。在此基础上提出,通过系统培育赛事环境,夯实品牌发展基础;推动多元主体协同合作,凝聚品牌发展合力;利用资源驱动产业融合,拓展品牌发展模式;实施有效的品牌策略,扩大品牌影响。旨在为乡村体育赛事健康发展、促进乡村振兴提供参考借鉴。

西南联大博物馆线上数字化教育发展模式与文创品牌探究

基于数字化推动文旅融合的发展需要,积极推进中国优秀文化的数字化转化,促进博物馆线上数字化体验产品的开发,打造具有广泛知名度的数字文化形象是当下博物馆发展的新要求。同时,西南联大博物馆及其旧址作为中国近代历史的重要文化地标,其精神文化遗产对我们具有深刻启示,保护、传承、转化、激活西南联大文化遗产对弘扬其历史文化价值具有显著意义。

基于AR技术的饮料品牌包装设计分析

探究饮料品牌结合AR技术后对品牌的影响力及相应的设计策略。本研究通过对现有AR饮料包装所展现的精神理念、品牌文化、商品价值感进行分析,归纳了情感化、易传播、年轻化的设计原则。本研究提出了一套标准的AR饮料包装设计流程,即确立共性、主题选定、内容设计、AR技术实现、发布5个步骤,该流程适用于需要结合AR技术的饮料品牌。该流程能够帮助品牌更规范的通过AR内容进行品牌文化的营销,为饮料包装与AR设计的结合提供了设计参考。

喜获热搜时消费者寻求多样化对企业定价和促销力度的影响

考虑两个品牌影响差异的竞争性企业,文章主要讨论当品牌劣势的企业喜获热搜时,消费者寻求多样化行为对企业产品的定价和两个销售期的促销力度的影响。研究发现:(1)如果热搜强度较大,品牌劣势企业的产品定价可能高于品牌优势企业的产品定价,但只要寻求多样化的消费者人群的比例较大,这一情形将被逆转;(2)消费者寻求多样化行为会使企业均在第一个销售期减少促销投入,而在第二个销售期增加促销投入。随着寻求多样化的消费者人群的比例增加,企业第二个销售期的促销投入会大过第一个销售期的促销投入,且两个企业在第二个销售期促销投入的差距逐渐加大,但企业间的需求差距会减小;(3)虽然消费者寻求多样化可能降低品牌劣势企业的利润,但会增加整体消费者剩余。政府和公众应该多给予一些品牌劣势但质量不错的企业更多的关注,以防企业间差距逐步拉大最终导致垄断的市场局面。

浙江省跨境电商生态圈的构建路径研究

跨境电商生态圈的建立是当前我国跨境电商产业发展的重要方向,对现代跨境电商产业发展起关键作用。一个良好的跨境电商生态圈能够提高交易效率、降低成本、保障消费者权益,推动跨境电商产业的繁荣和可持续发展。本文针对跨境电商生态圈的构建进行研究,对跨境电商生态圈的文献进行综述,提出跨境电商生态圈的定义,分析浙江省跨境电商生态圈的构建现状,针对其中存在的跨境电商人才不足、生态圈品牌意识不强、跨境电商生态圈金融服务体系等问题进行了探讨,并提出注重跨境电商人才培养与引进、提高品牌建设意识、防范跨境电商支付冻结风险和开展跨境电商供应链金融服务的解决路径,以供参考。

全媒体时代下速食桂林米粉的“出圈”策略

随着互联网的普及和全媒体时代的到来,消费行为逐渐发生转变,螺蛳粉、桂林米粉等速食食品逐渐进入消费者的餐桌。当前,速食桂林米粉行业面临着区外知名度低、品牌建设落后、工业化标准缺失等问题。速食桂林米粉要利用城市名片、打造本土知名品牌、增强工业化意识以及转变销售模式等策略推动速食桂林米粉产业的可持续发展。

我国职业足球俱乐部发展:历史进程、内涵阐释与推进策略

通过职业俱乐部发展足球符合市场经济与足球发展双重规律。运用文献资料法、历史研究法等回顾我国职业足球俱乐部的历史进程,阐释我国职业足球俱乐部发展内涵,提出面临的挑战以及应对策略。认为20世纪80年代以来,我国职业足球俱乐部经历了探索萌芽期、初创滥觞期、动荡前行期、改革发展期4个阶段;我国职业足球俱乐部体制的形成与我国体育事业发展互促共进,与我国市场经济改革高度契合,与国际足坛发展趋势同频共振。针对我国职业足球俱乐部面临的政策环境、金融财务、文化建设、足球发展等内外挑战,提出应对策略:完善制度体系,建立长效机制;优化管理运营,注重降本增效;加强品牌建设,努力提升形象;兼顾足球事业,积极承担责任。

感官视角下旅游目的地品牌联想测评——以桂林市为例

对城市品牌进行联想测评可以更好地将游客感知到的旅游目的地品牌形象呈现出来,并帮助发现城市品牌存在的问题。基于感官视角,运用网络文本分析和IPA模型相结合的方法,探究游客对桂林城市品牌的联想。结果表明:游客对桂林旅游地的品牌联想以视觉感官为主,其次是味觉,而听觉、触觉、嗅觉占比远低于视觉和味觉。同时,根据长尾理论,游记编码结果的词频分布呈现出明显的“长尾”分布特征。从IPA的分析结果来看,大多数要素在游客心中重要性程度低,但总体而言游客对各感官要素的满意度较高,只有建筑景观和旅游设施在第Ⅳ象限(弱势区),表明游客对桂林的整体感官印象较好,旅游体验质量评价较高。

新时代高校社团育人功能及策略研究——以江苏第二师范学院为例

高校社团是推进素质教育的载体,随着社团数量的增加,其育人功能不断提升,逐渐成为第二课堂的主要阵地。新时代高校需要在社团数量增加的同时重视社团的规范化发展,将其管理育人、价值导向、能力培养、心理教育的育人功能充分发挥出来,推进高校素质教育提质增效。高校社团育人功能的实现可以深化社团思政理念、完善育人机制、拓展育人平台、加强骨干培养、打造品牌社团,不断丰富校园文化建设内容,为学生成长为全面发展的人才打牢基础。

“权力”的游戏:品牌标识中字母大小写对消费者态度的影响

基于符号联想理论,通过两组实验探讨感知权力倾向在字母大小写对消费者态度影响中的中介作用和品牌奢侈程度的调节作用。研究发现:(1)大写字母会提升消费者对品牌权力展示倾向的感知,进而提高消费者对品牌的态度;(2)感知奢侈程度在字母大小写对消费者态度的影响中起正向调节作用。对于高感知奢侈程度的品牌,大写字母标识会获得更好的消费者态度;对于低感知奢侈程度的品牌,小写字母标识会获得更好的消费者态度。

乡村振兴背景下安徽省脱贫地区农产品区域公用品牌美誉度提升影响因素研究——以砀山酥梨为例

乡村振兴是党和国家提出的重大战略,对推动农村地区经济发展和从根本上解决城乡差距、实现共同富裕具有重要意义。而打造脱贫地区农产品区域公用品牌,正是农业农村部办公厅所提出的推动脱贫地区经济发展和实现乡村振兴的重要途径。提升脱贫地区农产品区域公用品牌美誉度正是打造脱贫地区农产品区域公用品牌的关键。因此,文章以脱贫地区农产品区域公用品牌砀山酥梨为研究对象,探索如何提升安徽省脱贫地区农产品区域公用品牌美誉度。最终发现品牌知名度和产品质量感知正向显著影响脱贫地区农产品区域公用品牌的品牌美誉度,且产品质量感知在品牌知名度和品牌美誉度之间起到中介作用。