现代审美视角下非遗文创品牌的视觉设计及包装插画研究

文章从现代审美视角出发,结合前人的研究论证,探讨与补充非遗文创在品牌视觉设计及包装插画方面研究的理论不足,为设计者提供更加开阔的设计思路和更为新颖的设计手法,从而提升非遗文创的整体设计效果。     

Facilitation of consumer loyalty toward branded applications: The dual-route perspective

Although many brands develop mobile applications (apps) to build relationships with consumers, most branded apps fail to retain consumers’ loyalty. This study examines the facilitation of consumer loyalty toward branded apps (continuance intention, in-app purchase intention, and word-of-mouth intention) from the dual-route perspective. One route is the affective (relationship) route, where brand benefits (functional benefits, experiential benefits, symbolic benefits, and monetary benefits) drive parasocial interactions between consumers and the brand, which, in turn, influences branded app loyalty. The other route is the utility route, where system characteristics (system quality and information quality) affect perceived usefulness, which, in turn, facilitates branded app loyalty. An online survey was conducted, and the research model was empirically tested using partial least squares structural equation modeling. The findings support the dual-route perspective according to which both affective and utilitarian paths facilitate branded app loyalty. The key theoretical contribution of this study is that it moves beyond the utilitarian path and finds the affective (relationship) path to give a more complete picture of the facilitation of consumer loyalty in the branded app context. A strategy is provided to suggest to practitioners how to design branded apps to facilitate consumer loyalty.     

Mapping Sentiments to Themes of Customer reactions on Social Media during a Security Hack: A Justice Theory Perspective

As social media continues to transform firm–customer interactions, firms must leverage customer reactions to generate actionable insights, especially in contexts (e.g., crisis events) where customer reactions are critical. Using the justice theory, we categorize customer reactions of two firms, Home Depot and Target, during the time-frame of a security hack to understand key themes/topics. We then map the themes/topics to customer sentiments in those reactions. We found that customers associate justice with simple procedures than the experience of dealing with the firm. In addition, it is critical for firms to carefully assess and control customer sentiments on social media during crisis events.     

Effects of brand anthropomorphism on consumer-brand relationships on social networking site fan pages: The mediating role of social presence

This study aimed to investigate the effects of brand anthropomorphism on consumer-brand relationships in a social media marketing context. We hypothesized that anthropomorphism on a brand’s Facebook fan page can strengthen the relationships between brands and consumers by yielding both social presence and a positive inference regarding the brand’s quality as a relationship partner. Our longitudinal experiment confirmed the effects of brand anthropomorphism on consumer-brand relationships on social media and the mediating role of social presence. The results suggest that when the anthropomorphized brand had relationships with consumers, a favorable attitude was shown toward the brand. Further, the participants perceived the anthropomorphized brand as a trustworthy relationship partner, giving more “Likes” for the posts from the anthropomorphized brand than those from the non-anthropomorphized brand. Further, the results confirmed that these favorable relationships were maintained even after the participants became aware of a brand transgression.     

山西"德元府"品牌下的产品战略--推出"德元府"地特产品品牌战略研究之三

用全新的理念，分析、策划了在山西“德元府”强大品牌下粗杂粮食品、醋业、乳业、豆制品、食用油、干鲜果、调味品、纯净水系列产品族中，从产品开发、生产到价格、包装、服务等方面的产品战略。     

商业建筑设计中的品牌表现——东京表参道商业品牌建筑的启示

该文章以东京表参道新建成的商业品牌建筑为例,从建筑如何表现品牌、材质运用等角度对近年来日本商业建筑设计的手法和思潮进行了探讨和研究.     

城市文化景观与老字号文化再生的构建研究 ——以沈阳餐饮行业老字号店铺文化景观遗产保护为例

以沈阳餐饮业老字号为调研对 象,通过分析总结归纳老字号景观环境的 现存问题,探讨如何在城市文化景观层面对 我国传统老字号非物质形态的历史文化遗产 进行有效保护和再生利用,重点研究如何挖 掘老字号的非物质文化层面属性,论述将老 字号蕴藏的文化元素转译到景观实体要素 的多种实现途径,使这一项宝贵的文化遗产 得到更好的传承与发展,在认识层面和操 作层面提出相关观点,并以期能作为各地相 关建设的参考。     

建筑设计企业的市场营销策略探讨

建筑设计企业要以市场为导向,明确自身在市场中的地位,直面激烈的竞争。为实现效益最大化原则,建筑设计企业必须采取全新的市场营销策略,从竞争对手中突围,继而处于领先地位。本文通过分析,提出一些市场营销策略以供参考。     

从探路者到领跑者 水石国际品牌塑造之路

一个品牌能有多大影响力、能走多远、能积累多少品牌资产,很大程度上取决于品牌的价值。相对很多同类机构着力于对外品牌宣传的方式,在品牌打造上探索与实践了多年的水石国际则更突出对内的企业文化的建立。同时,它还强调品牌建设中对自身实力与特征的真实反映,避免为推广而推广。     

创建支部特色党建品牌的实践

本文通过某基层党支部创建特色党建品牌的实践,探讨基层党支部如何凝聚党员创建品牌。进而创建有活力的基层党组织,和有战斗力的基层单位,从而全面完成基层单位生产经营目标。