From the perspective of psychological contract,this paper discusses mechanism of consumers' network cluster behavior in the context of brand crisis. On the basis of Simmel's conflict theory,it presented new fi...From the perspective of psychological contract,this paper discusses mechanism of consumers' network cluster behavior in the context of brand crisis. On the basis of Simmel's conflict theory,it presented new findings of network cluster behavior. It is concluded that brand crisis exerts significant influence on breach of psychological contract. Particularly,functional brand crisis more easily leads to breach of transactional psychological contract,while value brand crisis more easily leads to breach of relational psychological contract. Breach of transactional psychological contract more easily leads to realistic network cluster behavior,while breach of relational psychological contract does not necessarily lead to non-realistic network cluster behavior.展开更多
A brand is the identity of a specific product,service,or business.The brand name is quite often used interchangeably with "brand",although it is more correctly used to specifically denote written or spoken l...A brand is the identity of a specific product,service,or business.The brand name is quite often used interchangeably with "brand",although it is more correctly used to specifically denote written or spoken linguistic elements of any product.Developed from the mental space theory,conceptual blending theory is an important part of cognitive linguistic researches.Based on this theory and integration networks,this paper explains the meaning construction of the translated brand names and the way people understand them.This paper takes two successful translation cases and two unsuccessful ones to make the contrast analysis.It proves that conceptual blending theory can provide detailed description and profound explanation of the perceiving process of brand name translation.Meanwhile it points out the direction of brand name translation from the perspective of cognitive linguistics.展开更多
文摘From the perspective of psychological contract,this paper discusses mechanism of consumers' network cluster behavior in the context of brand crisis. On the basis of Simmel's conflict theory,it presented new findings of network cluster behavior. It is concluded that brand crisis exerts significant influence on breach of psychological contract. Particularly,functional brand crisis more easily leads to breach of transactional psychological contract,while value brand crisis more easily leads to breach of relational psychological contract. Breach of transactional psychological contract more easily leads to realistic network cluster behavior,while breach of relational psychological contract does not necessarily lead to non-realistic network cluster behavior.
文摘A brand is the identity of a specific product,service,or business.The brand name is quite often used interchangeably with "brand",although it is more correctly used to specifically denote written or spoken linguistic elements of any product.Developed from the mental space theory,conceptual blending theory is an important part of cognitive linguistic researches.Based on this theory and integration networks,this paper explains the meaning construction of the translated brand names and the way people understand them.This paper takes two successful translation cases and two unsuccessful ones to make the contrast analysis.It proves that conceptual blending theory can provide detailed description and profound explanation of the perceiving process of brand name translation.Meanwhile it points out the direction of brand name translation from the perspective of cognitive linguistics.
