The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm

The advent of interactive digital platforms has led people to progressively interact on such platforms, urging organizations to create online communities to engage customers with them and with each other to enhance brand loyalty. This study attempts to investigate what motivates customers to engage in these brand communities. Through a questionnaire survey of 430 Facebook users, this study investigates whether and how the unique characteristics (information quality, system quality, virtual interactivity, and rewards) of online brand communities affect customer engagement. The consequent effect of customer engagement on brand loyalty is also examined. This study frames and empirically validates a model for engaging customers with online brand communities on Facebook, considering the moderating role of gender. The Stimulus-Organism-Response paradigm is solicited to justify the theoretical background of this study. The data were analyzed using structure equation modelling. Results reveal that each of the characteristics positively influences customer engagement, with information quality and virtual interactivity bearing the strongest influence. Customer engagement also exhibits a strong positive impact on brand loyalty. This results further reveal that gender gap in the online environment is declining as the impact of all the four characteristics of online brand communities on customer engagement was invariable across male and female members.     

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。     

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。     

家电行业的质量战略

质量管理要符合品牌价值规律,为品牌价值管理服务,这是品牌质量战略的要点,应该对质量资产进行关注和评估。该文介绍了目前家电行业品牌质量管理需加强的几个重要领域。     

浅述建筑门窗的发展与市场

阐述了我国门窗业经过20年的发展．目前其生产规模不断扩大，形成了多元化的产品结构，推广新型节能产品和城镇现有的建筑节能改造必将带动住宅建设的发展。在未来几年，打造市场需求的品牌门窗，由原来的弱小行业成为一个充满生机活力的重要产业。     

电视频道包装的核心内涵和品牌建设

通过对电视频道整体包装和品牌建设的关系再认识,具体分析了电视频道包装系统的核心内涵,从理念识别系统、视觉识别系统、行为识别系统入手,详细阐述了建立频道形象包装识别系统,打造优势品牌的具体内容,并指出电视品牌时代频道包装的个性化、人文化、内在化、规范化和时尚化的发展趋势.     

企业品牌经营

品牌是企业和产品的象征和代表,品牌在企业的营销活动中发挥着重要的作用。探讨品牌战略的构成具有重大的现实意义,特别是核心战略、辅助战略、维护战略是品牌战略中不可或缺的三个组成部分。实施品牌战略的企业应正确理解名牌战略的意义和处理三者之间的关系,并需依照三者的关系,有计划有步骤地循序推进。     

我国设计类院校的品牌专业推广研究

高等设计院校是品牌专业的载体。品牌专业的建立有利于设计类院校更好的参与教育市场的竞争,扩大招生规模,提高办学效益,也有利于院校明确教育市场定位,更好地适应市场需求。受教育者需要通过品牌专业高质量的教育资源,增强职业素养和市场竞争力;也需要通过品牌专业的宣传作用,对教育产品选挥进行引导。本文就我国设计类院校的品牌推广进行了一定深度的探讨。     

Multivariate classification of rice wines according to ageing time and brand based on amino acid profiles

Discrimination of Chinese rice wines according to ageing time and brand using amino acid profiles was presented in this study. Free amino acids (16) in 98 rice wines were simultaneously determined using high-performance liquid chromatograph-diode array detection (HPLC-DAD). Then the experimental data was subjected to multivariate analysis. Principal component analysis (PCA) was employed to differentiate samples from various ageing times (3, 9, 11 and 15 months) and brands (“pagoda”, “kuaijishan”, and “guyuelongshan”). Partial least square discriminant analysis (PLS-DA) and full (leave-one-out) cross-validation were used to develop classification models. The overall correct classification rate for different ageing times and brands was 99.7% and 94.9%, respectively. The proposed method shows an effective strategy for the detection of mislabelling of rice wines.