品牌不安全感的危害机制与化解策略

品牌不安全感是指消费者对某品牌存在潜在或现实威胁的主观感知和担忧。以往文献中, 与品牌不安全感有关的研究主要隐含在两个领域：一是以产品伤害危机为中心的品牌心智变化研究; 二是以企业伦理责任为中心的品牌心智变化研究。但这两个领域都尚未揭示消费者品牌不安全感的实质、心理表征、危害机制和预警功能等。品牌不安全感是消费者回避或拒绝某品牌的心理根源之一。因此基于产品伤害事件频发的事实和品牌心智理论, 有必要对品牌不安全感作系统研究, 具体探索品牌不安全感的本质内涵、导致品牌不安全感的威胁源、品牌不安全感的心理表征、危害机制、预防和化解策略、以及品牌心理安全管理理论等问题。     

规则空间模型在瑞文智力测验中的认知诊断分析

规则空间模型是一种基于统计模式识别和分类的认知诊断方法,此方法可以根据被试的作答反应,分析诊断被试的认知属性掌握情况。以往智力测验只是报告测验分数,对被试能力解释较为简单,缺乏必要的认知诊断分析。本文根据瑞文标准推理测验的难度层级特点,分析其所包含属性及其连接关系,并运用规则空间模型将所有被试划分在48种典型反应模式中,而且大部分被试都会集在几个典型反应模式中。本文对这些典型反应模式进一步分析被试的认知状态,并为教育辅导与人员选拔安排提供建议。     

The effect of respondents' nationality and familiarity with a product category on the importance of product attributes in consumer choice: Globalization and the evaluation of domestic and foreign products

This study compared the perceptions of 376 Japanese and 191 Canadian consumers concerning the importance of different product attributes for categories of products at various stages of globalization. There was less multivariate statistical difference between the two countries for those products at a more advanced stage of globalization (consumer electronics and clothing vs. food). The joint effects of the degree of familiarity with the category of product and the country of the respondent on the importance of the product attributes were tested. The effect of familiarity was found to result in a significant statistical multivariate difference for the clothing category only. The observed statistical power of the effect of country of respondent confirmed that more statistical difference was apparent for the least globalized product. No multivariate significant statistical interaction was found between familiarity and country of respondent. Using a multi-attribute model, the evaluation of the three categories of product was computed for seven different countries of manufacture. Comparison of the total scores of each country for each product category for the Japanese and the Canadian samples confirmed that the most globalized product showed least difference in its evaluation between countries of manufacture. A well-known strong bias toward domestic products was, however, observed in both samples.     

The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification

This study investigated the effect of brand personality on brand asset management by using the concept of consumers' identification with a brand. The focus was on one important type of high-technology product, the cellular phone. The authors develop a conceptual framework to explain the effect of brand identification on brand loyalty. The important variables of this framework include the attractiveness of the brand personality, the distinctiveness of the brand personality, the self-expressive value of the brand personality, positive word-of-mouth reports of the brand, and brand loyalty. The empirical results indicated that there are positive relationships between attractiveness, distinctiveness, and self-expressive value of brand personality. These relationships had a statistically significant effect on consumers' identification with a brand. Furthermore, brand identification had a direct effect on word-of-mouth reports and an indirect effect on brand loyalty. The theoretical and managerial implications of the empirical results are presented, and suggestions are made regarding both the limitations of the present study and future directions for research.     

God’s Melancholia

Donald Capps’s (Capps 1997, 2001, 2002a, b) male melancholia theory has been of interest to me during the past few years (Carlin 2003, 2006, 2007), and Capps (2004, 2007a, b) himself has been publishing more on the topic. In his psychobiographical book on Jesus, Capps (2000) notes that psychologists of religion have been reluctant to psychoanalyze Jesus, and here I note that even fewer have been willing to diagnose God, one recent exception being J. Harold Ellens (2007). In this article, I explore the melancholia issue further, this time applying the theory to God by means of theological concepts that deal with the Trinity and the passion of God. And while this article is playful (Pruyser 1974; cf. Dykstra 2001), the upshot is more serious: If men are incurably religious and melancholic, as Capps argues, and if men, by and large, are the creators of religion, wouldn’t one expect to find traces of this melancholy in religion, particularly in its sacred texts and doctrines? By identifying these tendencies in religion, especially in God, the pastoral psychologist, I believe, is helping contemporary Christian men—especially fathers and sons—recognize their own melancholy selves and, perhaps, helping them get along a little better.     

消费者品牌联想的建立与测量

品牌联想即记忆中与品牌结点联结的信息结点,它们构成品牌形象,是品牌资产的重要组成部分,具有网络结构性、聚类性、双向性、隐喻性、内隐性和多维性等特点。品牌联想是消费者购买决策和品牌忠诚的基础,因此企业需要建立独特、强烈、有利和深层次的品牌联想群以区别于竞争品牌。对品牌联想的测量包括识别联想内容及其网络结构。品牌联想概念的界定和维度模型的构建、测量方法的改进等都是将来仍需深入研究的问题     

消费者自我构念、独特性需求与品牌标识形状偏好

市场上品牌标识形状各具形态,它们已成为吸引消费者眼球的重要品牌要素,如何设计出科学实效的品牌标识形状已成为营销策略中基础而又关键的内容。什么形状的品牌标识更能获得目标群体的偏爱?本文从自我构念的水平视角出发,推论认为不同自我构念的个体在"独特性需求"上具有显著差异,由此形成对多角和圆润的品牌标识形状的偏好差异,独特性需求在自我构念与品牌标识形状偏好之间起中介作用。文章通过4个实验,一致证实独立型自我构念的消费者独特性需求更高,偏爱多角的品牌标识;相依型自我构念的消费者,独特性需求更低,偏爱圆润的品牌标识。但上述效应只存在于公开产品购买情境,当消费者购买和使用私人产品时,无论个体的自我构念是独立型还是相依型,他们对品牌标识多角与圆润的偏好没有显著差异。本文推进了自我构念、独特性需求、品牌标识形状等领域的理论研究,为企业在设计、调整品牌标识形状及制定配套营销策略方面提供了丰富的战略启示。     

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。     

Career meta-capacities and retention factors of recruitment advertising agencies: An exploratory study

This study aimed to determine the extent to which employees’ career adaptability and employability capacities predicted employee retention factors in the information sector industry. A probability sample of 337 South African recruitment advertising employees participated in the study (females = 65.9%; black Africans = 53.4%, predominantly early career stage (aged > 40 years = 57.9%). The employees responded to surveys on their career adaptability, employability capacities, and job retention considerations. Step-wise hierarchical regression analysis was computed to predict employee retention factors from their career meta-capacities of career adaptability and employability attributes. Results suggest the career meta-capacities to explain 71% of the variance in employee retention factors. Moreover, overall career adaptability (concern, control, curiosity, and cooperation) predict the overall retentions factors of employees. White employees self-reported with higher work retention and career opportunities than employees of other races/ethnicities. Career adaptability and employability capabilities matter for talented employee retention in the information sector industry.