心理词汇法在品牌人格研究中的应用

心理词汇法源于早期对特质词的研究,它以人们对特定事物进行评价所用的词汇为研究对象,能够概括出看似纷乱复杂的心理词汇的内在规律。在品牌人格研究中,其应用范围主要集中在品牌人格维度的提取和品牌特质的研究两个方面。心理词汇法已经不仅仅局限于对词汇进行整理分析,许多相关学科的研究方法,如反应时方法,内隐态度的测量等都被吸收和利用进来;同时,心理词汇法也被应用到品牌人格的其他相关方面,如品牌延伸,品牌定位等     

Market mindset impacts moral decisions: The exposure to market relationships makes moral choices more utilitarian by means of proportional thinking

We show that exposure to market relationships increases people’s tendency to make utilitarian moral choices by means of proportional thinking—the definitional feature of the market mindset. In Experiment 1, participants primed with market relationships made more utilitarian choices in both the trolley and the footbridge dilemmas. In Experiment 2, priming market mindset led to more utilitarian moral choices and to greater focus on the proportion of survivors to victims. Experiment 3 showed that the effect of market mindset on utilitarian choices held only when the numbers of potential deaths and saved lives were clearly specified. A preregistered Experiment 4 demonstrated that the motivation to use proportional thinking mediates the relationship between market mindset and making utilitarian choices. Experiment 5, also preregistered, showed that the main effect we demonstrated is not due to suppressed emotions and that proportional thinking increases utilitarian choices as part of a broader orientation on rationality.     

Consumer evaluation of net utility: Effects of competition on consumer brand selection processes

This study explores how brand-related information is integrated within a competitive environment. Specifically, we develop a structural equation model of competition between two brands, which includes each brand's price-quality characteristics (i.e., net utility). The model simultaneously tests how the net utility of the focal and competing brands affects consumers' attitudes, intentions, and choice regarding the focal brand. This study extends existing research with the findings that price-quality evaluations of a focal brand and net utility perceptions of competing brands influence consumers' attitudes, intentions, and choice regarding the focal brand. Thus, in order to attract consumers to their brands, marketers should focus not only on improving the performance and net utility of their own brands, but also on studying competing brands in the marketplace.     

Consumers' product evaluation: a study of the primary evaluative criteria in the precious jewellery market in the UK

It is normally argued that consumers make their purchase decisions on the basis of their evaluation of, and knowledge about, the product attributes. This paper reports findings from a research study, which was conducted to determine the nature and type of evaluative criteria used by an individual while purchasing a piece of precious jewellery. In doing so, the study looked into the significance of product category knowledge, brand familiarity and brand consciousness in product evaluation. A questionnaire was sent to 500 consumers of precious jewellery in five major cities of the UK. Results indicate that, in general, subjective attributes are more important for people buying precious jewellery than the objective attributes. The significance of specific attributes during product evaluation could vary according to one's level of product category knowledge, brand familiarity and brand consciousness. The paper discusses implications for the marketers. Copyright © 2001 Henry Stewart Publications.     

Attachment–aversion (AA) model of customer–brand relationships

The present paper proposes a customer–brand relationships model and empirically tests the following: (1) brand–self distance and brand prominence as representing customers' attachment–aversion relationships (AA Relationships) with a brand, (2) key distinguishing differences between the AA Relationships measure and other alternative relationship measures (i.e., brand attachment, emotional valence and brand attitude strength) based on a set of dependent variables, (3) three key determinants of the AA Relationships and the underlying process between the AA Relationships and behavioral intentions and actual brand behaviors, and (4) customer age as moderating the customer–brand relationships specified in the nomological model of the AA Relationships. The results offer strong support for the unique and important contribution of the AA Relationships model as representing consumers' relationship valence with a brand and its salience.     

品牌形象系统的因素结构

采用问卷法以446名大学生为被试,运用探索性因素分析探讨了不同产品类别（牙膏、运动鞋和随身听）的品牌形象的构成因素,然后以整体分配法确定了各因素的权重。结果表明:(1)品牌形象是由若干因素构成的有组织、有序的系统,这些因素分别属于功能成分和意义成分。(2)不同产品类别的品牌形象构成有共性,也有个性。(3)低外显产品的功能成分比高外显产品的功能成分重要。     

The Effect of Mental Simulation (Process‐ Versus Outcome‐Focus) on Extension Evaluation:A Bipolarized Fit Perception

The present research investigates perceived fit effects according to the focus that consumers place when evaluating brand extensions. Process‐focus encourages consumers to focus their thoughts on the process of reaching an outcome, thereby affecting extension evaluations on the basis of the process similarity between the original brand and its extensions. Conversely, outcome‐focus encourages consumers to focus their thoughts on the final outcome, thereby affecting extension evaluations on the basis of the final outcome similarity between the original brand and its extensions. With this conceptual framework, the present research demonstrated that for the process‐focus condition, the extension was evaluated more favorably when the similarity between the process of the original brand and the process of its extension was present (Study 1). By contrast, for the outcome‐focus condition, the extension was evaluated more favorably when the similarity between the final outcome of the original brand and the final outcome of its extension was present (Study 2).     

企业为何履行社会责任却落得“伪善”名声?——企业社会责任类型和感知品牌伪善间的关系

2015年中国300强企业慈善捐款达60.03亿元,形成鲜明对照的是,消费者对企业社会责任行为动机的质疑呈整体上升趋势。企业耗费巨资履行社会责任反遭遇感知伪善,无疑与其初衷背道而驰,而现有理论不能充分解释这一现象的原因。自Wagner等学者2009年在营销顶级期刊开启感知品牌伪善相关研究以来,学者多从社会学借鉴感知个体伪善研究中言行不一的分析框架,把企业社会责任单维化,显然不能反映由多样性利益相关者所决定的企业社会责任类型的差异性和复杂性,所以应从利益相关者视角揭示感知品牌伪善的形成机制。根据利益相关者特征划分企业社会责任类型——技术性和公共性,进而引入其中间机制——合法性理论和感知道德资产理论,最终验证企业社会责任类型的交互作用、企业社会责任类型与宣传的交互作用对感知品牌伪善的影响。考虑到企业社会责任的经济和社会双重影响,这一成果将指引企业正确履行社会责任,促进企业和社会良性互动。     

大渐弥留的混沌之态：评《生死有时》一书

在人类命运共同体遭受一场前所未有的大疫威胁之际,上海教育出版社及时地推出了《生死有时》一书。尽管其副标题发问的要点是“美国医院如何型塑死亡”,但这个问题的尖锐性指向几乎是所有的重症医学实践。大疫将人之死的个体性纳入到一个疾病全球化的视野,《生死有时》并没有讨论重大公共卫生危机导致的世界性灾难,然而也能让我们联想到一个存在主义意义的危机问题。那就是大渐弥留的混沌之态。在此书中,涉及生命末端期的混沌问题包括：尊严死何以可能？旨在尊重患者主体性的生前预嘱是否可行？针对重症患者的医疗措施应该何时从常规治疗过渡到临终关怀？

     

我国医院“品牌建设”浅探

随着社会生产力的提升和商品经济的发展,全球经济进入品牌时代。经济全球化的发展将使我国医疗机构进一步与国际接轨、参与竞争,医院“品牌建设”势在必行。从品牌的价值、医疗市场的竞争以及我国医院“品牌建设”的现状入手,重点讨论品牌经营战略。