科技期刊编辑重构学术诚信的领导艺术

学术诚信是科学发展与创新的核心和基础.科学学术成果公布依赖科技期刊.科技期刊编辑把握学术的诚信度,不仅需要点多面宽的科学知识,而且需要高超老到的驾驭艺术.文章旨在通过分析科技期刊编辑驾驭学术诚信的艺术,找到科技期刊学术诚信建设的路径,推进学术研究“改邪归正”,以提升整个学术研究的诚信力.     

User-generated branding via social media: An examination of six running brands

The increased global popularity of social media has led many consumer brands to increasingly turn to consumer-to-consumer marketing methods in recent years. One such method, user-generated branding (UGB), is defined as “the strategic and operative management of brand related user-generated content (UGC) to achieve brand goals” (Burmann & Arnhold, 2009, p. 66). Other disciplines have identified potential benefits of UGB such as cost effectiveness, the ability to track consumers, and immediate feedback regarding a brand and its products or services (Burmann, 2010). Hambrick and Kang (2015) also posited that UGB might be effective in developing stronger relationships between brands and consumers and eliciting greater engagement with consumers on social media. This study sought to fill the gap on UGB research within the sport management field. Utilising Porter’s (1985) generic strategies as a theoretical framework, the Instagram accounts of six purposefully selected running brands were examined to determine to what extent brands utilised user-generated content on their Instagram accounts and whether differences existed in audience engagement based on the type of content posted. A quantitative content analysis method was employed, and results indicated that those brands utilising a differentiation strategy and posts with an overt focus on the product or brand were most successful in eliciting engagement from followers. Implications for researchers and practitioners are discussed in greater detail in the paper.     

论忻州特色城市品牌形象的打造与推广

城市形象的打造与推广是当今城市营销的主要手段。对一个城市特色资源的准确把握和深入分析是城市特色形象打造和推广的前提。忻州地处晋西北,尽管有独特的产业、文化、历史资源。但忻州城市品牌形象塑造还处在萌芽阶段。遵循城市品牌定位的五项原则,结合忻州现有特色资源,文章建议忻州特色资源的打造与开发要以新型工业城市建设、摔跤之乡文化品牌建设、“五福忻州游”旅游品牌建设为主,运用企业化运行的手段,内外结合多层次、多方位、立体式宣传忻州的特色城市品牌和特色资源,不断提升忻州特色城市品牌形象的知名度和美誉度。     

Does branding impact student recruitment: a critical evaluation

This study focuses on segmentation feasibility within the private college/university market. There is considerable overlap for private and public college/university students with respect to their consideration criteria; however, previous research suggests that there are some criteria that appear to be differentially important based on the type of student and institution. Therefore, using factors considered by university students in a previous study, the current research sought to further explore the existence of segments within a private university. The findings suggested that three segments of students exist – one segment considers all university criteria as important, another places high importance on the financial aspects of attending a university, and another segment moderately evaluates all university criteria. Implications of the findings are discussed.     

Do professors have customer-based brand equity?

This research endeavors to understand whether certain professors have customer-based brand equity (CBBE) in the minds of students. Consequently, the purpose of this study is to conceptualize, develop, and empirically test a model of customer-based professor brand equity. Survey data gathered from 465 undergraduate business students were used to test the model. Structural equation modeling (SEM) analysis findings indicate that certain professors do indeed have CBBE and the transference of the brand-building effort can be successfully applied to professors who are willing to be strong brands. The results show that professor brand characteristics – quality of instruction, competence, and reputation – have an influence on students' feelings of attachment to the professor and to the quality of relationships with the professor brand and therefore, professor brand equity. The ultimate goal of most professors is to inculcate lifelong student learning, but this worthy pursuit gains wings through the professor brand-building effort.     

How Canadian universities use social media to brand themselves

This paper explores social media marketing strategies applied by Canadian universities as a tool for institutional branding, recruitment and engagement of home and international students. The target sample involves the total population of Canadian university-status institutions (N = 106). Qualitative data were collected from two major social networking websites, Facebook and Twitter, over the span of six months to provide a comprehensive picture. Additionally, student enrolment data were compiled with the purpose of associating social media implementation with fluctuations of student enrolment. Results reveal that the Twitter platform is generally much more popular to carry conversations, but that Facebook remains the preferred website for university-initiated postings; most of these university-led postings, whether on Twitter or Facebook, relate to campus/student news and events. Findings point to institutions as only one of many message generators, while students and a host of third parties have become the dominant ones.     

Organizational rhetoric in the prospectuses of elite private schools: unpacking strategies of persuasion

The way in which private schools use rhetoric in their communications offers important insights into how these organizational sites persuade audiences and leverage marketplace advantage in the context of contemporary educational platforms. Through systemic analysis of rhetorical strategies employed in 65 ‘elite’ school prospectuses in Australia, this paper contributes to understandings of the ways schools’ communications draw on broader cultural politics in order to shape meanings and interactions among organizational actors. We identify six strategies consistently used by schools to this end: identification, juxtapositioning, bolstering or self-promotion, partial reporting, self-expansion, and reframing or reversal. We argue that, in the context of marketization and privatization discourses in twenty-first-century western education, these strategies attempt to subvert potentially threatening discourses, in the process actively reproducing broader economic and social privilege and inequalities.     

职教集团品牌建设对策初探

在高等教育快速发展、市场竞争异常激烈的知识经济时代,要提升职教集团的整体竞争力,就必须从理念灌输、文化培育、质量保证、形象塑造、品牌创新等方面进行努力和探索,以创建集团品牌,加强品牌建设。     

公共图书馆阅读推广项目的品牌化研究——以太原市图书馆为例

现如今,图书馆阅读推广项目品牌化在阅读推广中已经占有重要的地位。本文将从公共图书馆阅读推广项目的品牌化、公共图书馆阅读推广品牌化的必要性进行阐述,以太原市图书馆阅读推广品牌化的实践和探索为例,对公共图书馆阅读推广项目的品牌化研究进行思考,以期为今后开展公共图书馆阅读推广项目的品牌化工作提供一些启示。