Relationships among community interaction characteristics,perceived benefits,community commitment,and oppositional brand loyalty in online brand communities

To stand up for the brands they support, members of brand communities develop “oppositional brand loyalty” towards other rival brands. This study identifies how the interaction characteristics of brand community affect the perceived benefits of community members, and whether the perceived benefits cause members to develop community commitment, as well as the relationship between community commitment and oppositional brand loyalty. This study examined members of online automobile communities in Taiwan, and obtained a total of 283 valid samples. The analytical results reveal that interaction characteristics of brand community make members perceive many benefits, with “brand community engagement” being the most noticeable. Furthermore, hedonic, social, and learning benefits are the main factors to form community commitments. When members have community commitments, they will form oppositional brand loyalty to other rival brands. Based on the analytical results, this study provides suggestions to enterprises regarding online brand community operations.     

高校教练员工作与家庭冲突及其相关变量

以湖北省36所高校135名校队教练员为对象,对教练员工作-家庭冲突现状及其与工作满意度和组织承诺的关系进行研究。结果表明教练员工作-家庭冲突远高于家庭-工作冲突;教练员受教育程度和每周工作时间对工作-家庭冲突有预测作用;教练员工作-家庭对组织承诺没有影响。研究表明工作特征和弹性工作制两个因素对教练员平衡工作-家庭冲突具有重要调节作用。     

The NASCAR experience: Examining the influence of fantasy sport participation on ‘non-fans’

While NASCAR has traditionally been among the most watched sports in the US, the brand has suffered due to economic conditions and waning interest. As a result, NASCAR has focused its promotional efforts on new marketing and revenue-generating strategies to raise awareness of the sport. One way to increase awareness is through fantasy sports, which have seen a marked uptick in global popularity. However, using fantasy sports to activate involvement among self-described non-fans of a particular sport remains a relatively unexplored area. The purpose of this study was to examine the influence of fantasy sports on attitude and certain behavioral factors using a mixed-method, comparison group design. Employing the path analytic model to examine relationships among variables, results indicate significant differences between study conditions and regression analyses show how patronage intentions were influenced. Focus group data buttress the quantitative results and support the use of fantasy sports as a way to convert self-identified sport non-fans into involved fans.     

国有企业员工身份多元化与情感承诺关系研究

利用326份问卷调查的数据对国有企业员工身份多元化与情感承诺之间的关系进行实证研究,并探索了工资合法性和雇佣形式对上述关系的调节作用。研究结论显示,国有企业员工身份多元化的程度能够显著地降低员工的情感承诺,而工资的合法性能够正向调节上述消极关系:工资合法性越强,国有企业员工身份多元化对情感承诺的消极影响就越弱。但是,雇佣形式能够负向调节上述消极关系:正式身份员工的身份多元化程度对情感承诺的消极影响,要显著地高于非正式身份员工的身份多元化程度对情感承诺的消极影响。     

当代青年大学生对“中国梦”的认同现状和培育践行--基于浙江部分高校的调查

当代青年大学生是中国特色社会主义事业的生力军和接班人,承担着推动和接力实现“中国梦”的伟大使命。在大样本问卷调查和深度访谈的基础上,从理性认知、情感认同和行为实践三个维度探索分析了当代青年大学生对“中国梦”的认同现状和主要特征,继而提出用“中国梦”引领当代大学生坚定理想信念、强化责任担当和激发文化气质。     

中国侠义精神论释

运用文献资料法和逻辑分析法对中国侠义精神进行了研究。认为:侠义精神与文人思想感情的高度一致性,成就了千古文人侠客梦;旨在躬身践道的侠义精神得到历代百姓与文人的称颂与首肯,其深层原因就是重诺轻生的侠义行为和为国为民的侠义信条;由于近代国家内忧外患和革命需要,仁人志士将侠义精神作为救国救民之道,侠义精神也由此迎来了发扬光大的暖春。研究旨在总结中国侠义精神特质,促进当代体育文化的复兴和民族精神的弘扬。     

临床实习阶段影响护理本科生专业承诺的相关因素及策略研究

临床实习作为护理本科生接受护理教育的最后阶段,即将面临择业和就业问题,是护理专业承诺的形成关键阶段,此时形成的专业承诺与未来职场上的专业承诺显著相关。通过探讨临床实习阶段影响护理本科生专业承诺的相关因素,制定提高护生专业承诺水平的相关策略,从而为减少护士离职率打下坚实的基础。     

Achieving organizational de-escalation: Exit strategy implementation among United States collegiate athletic departments

Given the increasing commitment associated with NCAA Division I participation, higher learning institutions in the United States have recently engaged in initial stages of de-escalation behavior, or the reversal of escalating commitment via project termination or redirection. However, difficulty arises upon implementation of the selected alternative exit strategy. Applying escalation of commitment theory, this collective case study explored exit strategy implementation among institutions (N = 8) having achieved organizational de-escalation. Participants (n = 32) included decision makers involved in athletics exit strategy implementation. NVivo 9 was employed for analyzing collected data throughout the course of a three-step coding process. Findings revealed the importance of presenting stakeholders with objective data concerning the true costs of participation in a non-consulting manner. Additionally, exit implementation should consider the most timely departure possible, accounting for project-specific consequences potentially hindering de-escalation achievement. Finally, decision makers at institutions incorporating newly formed athletic-related initiatives did not exhibit impression management in de-institutionalizing the former course of action.     

Exploring sport brand development strategies to strengthen consumer involvement with the product – The case of the Australian A-League

The branding of sport leagues represents an emergent area of scholarship. The current research capitalised on an opportunity to explore the strategies sport leagues can implement to develop their brand and consequently better satisfy their consumers. The Psychological Continuum Model (PCM) was used to guide the examination of sport brand development strategies recommended by consumers of a sport league. Mixed method data were collected from football consumers in Australia (N = 230). Seven themes were uncovered through qualitative content analysis representing three brand development strategies – market penetration, market development and product development. The study contributes to sport management literature by (1) identifying strategies that can be used to position sport brands; (2) indicating how these strategies may be used to influence consumers’ brand associations; (3) demonstrating the close brand relationship between leagues and their clubs and (4) enhancing market research sampling knowledge. The study also provides sport managers with strategic brand management directions.