行为修正激励理论与公平理论的探讨

行为修正激励论利用正强化、负强化、消退以及惩罚这些操作性条件反射理论的手段来影响员工的行为;公平理论认为分配的不公平会引起个体行为的改变。将这两种理论结合,运用行为修正激励过程中就会存在10种公平与不公平现象,它们对行为可能产生不同的影响。     

多维辩证视角下的“教育公平”

我国教育公平的理论与实践进入了一个新的探索时期。现阶段,我们依旧需要对“教育公平”的内涵及相关问题的认识进行科学的把握和予以必要的理性澄明。从一般内涵上看,应视教育公平为教育公正与教育平等的结合：从实践角度来看,重要的是应从教育公平的历吏发展性、动态过程性以及主观感受性等多个维度去辨证审视,理解教育公平与教育效率的“非矛盾性”关系。     

Who gets more financial aid in China? A multilevel analysis

The Chinese financial aid system intends to increase the affordability of postsecondary education and provide access to college for disadvantaged students. However, the research base for access to aid in China is extremely thin. Using data from a large cross-sectional survey in Beijing, this study found that attending selective institutions with high-ability peers was positively correlated with the amount of aid awarded and the probability of receiving aid. Female students, students with college-educated fathers, and students from poorer households were expected to receive more aid. Junior and senior students along with more able individuals in science-related majors obtained significantly more financial assistance.     

Dress for fit: An exploration of female activewear consumption

While the female activewear market is growing rapidly, research on activewear consumption and female consumers is lagging. Existing researchers have failed to produce an in-depth understanding of female consumers’ perceptions of activewear, thereby providing limited insights for the activewear industry. Drawing upon brand association theory and the functional, expressive, and aesthetic model, the authors identify important attributes of activewear brands and how attributes lead to benefits pursued by female activewear consumers. Focus groups were conducted with 72 female activewear consumers in Australia. Findings reveal three product-related attributes (functional design, colour, and size and fit) and two non-product-related attributes (price and model imagery) influence the fulfillment of four benefits (mood enhancement, exercise facilitation, healthy and active lifestyle, and physical fit body image). This research contributes theoretical and empirical knowledge about activewear consumption and the vertical structure of brand associations. Findings of this research can help activewear brands deliver benefits to female consumers through improved product designs and marketing strategies.     

Equity-based sustainability and ecocentric management: Creating more ecologically just sport organization practices

Recognizing the shared responsibility all entities with a vested interest in keeping the Earth habitable possess, the authors propose ways in which sport organizations can take action by incorporating ecocentric management principles within their organizational practices and thus become more ecologically just. First, by drawing upon the tenets of the systems thinking paradigm and the four levels of thinking model, the underlying beliefs and values guiding current practices within sport organizations are identified. Next, the authors offer a series of propositions to suggest that by adopting an equity-based perspective, recognizing the interdependent relationships between humans and the natural environment, and acknowledging the manner in which sport organizations hinder the opportunities of the natural environment to thrive, sport organizations can contribute to the health of the planet and all of its inhabitants through their own organizational practices. Additionally, sport organizations can also serve as ecologically just exemplars for organizations in other industries to emulate.     

Explaining attendance through the brand community triad: Integrating network theory and team identification

In this study, the authors empirically test a model of sport behaviour that integrates both team identification and a network theory approach to understand attendance at intercollegiate ice hockey games. Grounded within the brand community triad, ego network data were collected among attendees to measure the fan-to-fan connections that constitute the horizontal relationships of brand community participants. Additionally, a multidimensional team identification measure was used to illustrate the vertical relationship between individual and team. Both measures were included in a structural equation model to test how both fan-to-fan and fan-team relationships explain attendance. The results from the model support the salience of both dimensions of the brand community triad, suggesting that understanding sport fan behaviour necessitates including both psychological and structural elements of behaviour. Future suggestions for extending the study of sport fans through structural networks are discussed.     

城市品牌构建与政府形象策划的协调机制分析

城市品牌的构建与政府形象策划是从行政管理的不同层面展开并且相对独立的两个实现公共管理的手段。城市品牌的构建有利于丰富政府形象策划的内容,增强政府形象策划手段的综合运用,提升政府形象策划的水平。但是城市品牌构建也与政府形象策划存在理念与定位冲突、阶段价值取向冲突、阶段目标冲突,需要通过明确政府形象策划与城市品牌构建的区别、确定党政机关相应部门的职责并开展政府形象建设协作、统筹规划政府形象策划与城市品牌的构建、赋予城市品牌构建的合理功能、立足政府形象策划角度定期评估城市品牌构建等活动,构建协调机制。     

品牌策略与巢湖形象传播

形象对城市发展意义重大,良好的城市形象对外可提高城市竞争力、对内可增强城市凝聚力.在注意力经济时代,要吸引有限的优质资源推动城市发展,就必须打造优质的城市形象,进而形成城市形象的品牌乃至名牌.城市品牌形象的塑造离不开传播.对于巢湖这样一个拥有丰富资源,而欠发达的三线城市而言,更应该积极地实施城市形象品牌策略,以扩大巢湖的知名度、美誉度、影响力,从而提升城市的综合竞争力,促进城市的全面繁荣和发展.     

To be or not to be in social media: How brand loyalty is affected by social media?

There is an ongoing debate over the activities of brands and companies in social media. Some researchers believe social media provide a unique opportunity for brands to foster their relationships with customers, while others believe the contrary. Taking the perspective of the brand community building plus the brand trust and loyalty literatures, our goal is to show how brand communities based on social media influence elements of the customer centric model (i.e., the relationships among focal customer and brand, product, company, and other customers) and brand loyalty. A survey-based empirical study with 441 respondents was conducted. The results of structural equation modeling show that brand communities established on social media have positive effects on customer/product, customer/brand, customer/company and customer/other customers relationships, which in turn have positive effects on brand trust, and trust has positive effects on brand loyalty. We find that brand trust has a fully mediating role in converting the effects of enhanced relationships in brand community to brand loyalty. The implications for marketing practice and future research are discussed.     

浅析企业社会责任营销与品牌

目前我国企业营销战略的选择可与社会责任结合,加深对企业社会责任的理解,将履行社会责任作为主观意愿,将其转变成一种新型的营销手段和方法。由于品牌资产是企业的一项重要战略资产,也是企业的营销成果,因此如何把社会责任营销战略与提高品牌效应密切结合,使企业既履行社会责任,又提高品牌的影响力,获得忠实的消费群体,是一个值得深思的问题。