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。     

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。     

The Effect of Ad Skepticism and Celebrity Preference on Brand Attitude Change in Celebrity-Endorsed Advertising

The use of a celebrity endorser who is well recognized and favorably evaluated by the target viewers is a common strategy used by advertisers to increase the persuasiveness of an advertisement. Yet, at the same time, being skeptical of the claim being made by the celebrity endorser is the typical response of the viewers to such persuasion attempts. The present research examines how these effects potentially counterbalance each other as viewers evaluate the advertised brand in a low-involvement setting. The results show that the degree of ad skepticism and the relative allocation of attentional resources to celebrity and brand elements in advertisements determine how preference for a celebrity endorser is transferred to the advertised brand. The findings provide a more complete understanding of the psychological mechanisms by which celebrity preference influences brand attitude change than has previously been available. They indicate that ad skepticism may be the missing link in understanding the effectiveness of celebrity-endorsed advertising.     

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.     

品牌信任结构及其测量研究

品牌信任就是在风险情境下,消费者基于对品牌品质、行为意向及其履行承诺的能力的正面预期而产生的认可该品牌的意愿。在文献研究和关键事件访谈的基础上,通过筛选条目、形成初步问卷、预测验和正式测验等程序,经探索性因素分析和验证性因素分析,发现品牌信任由品牌品质信任、品牌善意信任和品牌能力信任等三个维度构成。用于测量品牌信任的量表由21个条目组成,量表具有较好的信度和效度。     

Self‐esteem discrepancies and identity‐expressive consumption: Evidence from Norwegian adolescents

Prior research established that simultaneously holding discrepant explicit (deliberate, controlled) and implicit (automatic, uncontrolled) self‐esteem gives rise to self‐enhancing behaviours. Given that individuals tend to enhance their self‐concepts with brands that are associated with positive identities, this study examined whether self‐esteem discrepancy was related to the extent to which individuals developed connections with brands that are associated with their in‐groups. Findings from an adolescent sample (ages 16–18) indicated that adolescents with larger discrepancies between explicit and implicit self‐esteem were more likely to construct their self‐concepts using in‐group‐linked brands.     

“追名弃利”：权力动机与社会存在对亲社会行为的影响

目前关于权力动机的研究主要关注权力动机的阴暗面,但是对权力动机的积极面尚不清楚。本研究从公平与合作行为的角度出发,分别采用最后通牒博弈和公共物品博弈任务,探讨不同权力动机水平个体在内隐(眼睛线索)或外显(他人在场)社会存在下的亲社会行为是否不同。结果发现,在眼睛线索或他人在场条件下,相对于低权力动机者,高权力动机者表现出更高的公平与合作水平。然而当没有社会存在线索时,高低权力动机者的亲社会行为没有显著差异。结果提示高权力动机者出于名誉和地位的策略考虑,也会表现出积极的亲社会行为。     

品牌信任研究脉络与展望

品牌信任就是在风险情境下,消费者基于对品牌品质、行为意向及其履行承诺的能力的正面预期而产生的认可该品牌的意愿。品牌信任结构问题存在“一维”、“二维’’和“三维”之争。品牌信任与多种因素存在着互动关系。有关品牌信任的前因后果有待进行整合研究,从而探讨品牌信任对品牌绩效的作用机制。     

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。     

Reciprocal effects of student-teacher and student-peer relatedness: Effects on academic self efficacy

This study investigated the reciprocal effects between teacher-student relationship quality (TSRQ) and two dimensions of classroom peer relatedness, peer liking and peer academic reputation (PAR), across three years in elementary school and the effect of both TSRQ and the peer relatedness dimensions on academic self efficacy. Participants were 695 relatively low achieving, ethnically diverse students recruited into the longitudinal study when they were in the first grade. Measures of TSRQ and peer relatedness were assessed in years/grades 2-4. Peer liking and PAR were moderately correlated with each other at each time period. As expected, peer liking and TSRQ exhibited bidirectional effects across the three years. Year 3 TSRQ had an effect on Year 4 PAR, but PAR did not have an effect on TSRQ at either time interval. In an additional analysis, Year 4 PAR mediated the effect of Year 3 TSRQ on Year 5 academic self efficacy. Implications for teacher professional development are discussed.