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1.
The growing competitive environment in which Higher Education Institutions (HEIs) are immersed has caused them to be constantly focused on implementing new strategies that allow them to consolidate student loyalty. Among the strategies are those related to the use of social media, virtual brand communities and Brand Fan Pages (BFPs). This research aims to show the HEIs some new ways to increase brand loyalty through their BFP. Both qualitative techniques, 2 focus group sessions with students from public and private universities, and quantitative techniques, 200 interviews with young university students aged 18–23, were used to develop this research. Partial Least Squares (PLS) analysis was utilized to determine the relationship between variables. The main findings of the analysis indicate that it is possible for a higher education institution to increase student loyalty by generating positive experiences on their Brand Fan Page and generating greater platform use intensity.  相似文献   
2.
The purpose of this paper is to examine the utilization of the marketing adaptability of branded mobile applications (apps) in order to understand the relationship between consumers and their attachment to branded apps. We develop a model grounded in the purchaser-brand relationship theory of remarketing in order to develop the consumer-brand relationship through mediator brand experience (BE) and moderator digital footprint. A survey was conducted with 421 participants from different regions in India. AMOS 21.0 and SPSS plugin called “Process Analysis System” proposed by Hayes (2013) were used to analyze the hypotheses. The results corroborate the proposed research model. It approves brand association with brand connection for those brands that are easily identifiable. The result also confirms that the comprehensive consumption values are the major influencing factors in the adoption of branded apps. The study enhances the comprehension of the impact of brand connotation on consumer behavior in terms of the usage of various branded apps and the practical and non-useful esteem attached to them.  相似文献   
3.
高职院校服务社会职能的出现起源于自身发展和区域社会经济发展的双重需要,是我国高等教育发挥服务社会职能的一个重要分支。职业教育是国民教育的组成部分,随着国民经济的向前推动,高职院校将愈加紧密地与区域产业进行结合,其发挥社会服务的职能将愈加重要,意义将愈加重大。目前,高职教育在社会服务职能上存在内涵理解不全面、参与行动力不足、尚未树立品牌效应等问题。因此,高职院校必须提高教职工参与社会服务的驱动力、有针对性地实施社会服务指导策略、促进差异化发展格局的形成,进而构建社会服务品牌效应,着实提升自身社会服务能力,更好地服务区域经济发展。  相似文献   
4.
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.  相似文献   
5.
以党的十八大建设社会主义文化强国战略为切入点,对毕节试验区的政治文化建设进行思考。提出建设政治文化理论品牌的概念及策略:整合毕节试验区民族文化、整合毕节试验区红色文化、整合毕节试验区"同心"文化,以期共同推进政治文化理论品牌建设。  相似文献   
6.
【目的】 探索学科交叉创新背景下,综合类科技期刊发展的策略。【方法】 阐述了近年来《科技导报》采取的一些办刊措施:重视交叉学科的发展,加强其在促进科技创新、学科交叉中的作用;合理布局栏目,形成期刊特色;专题策划聚焦科技热点,增加期刊内容的集中度;利用主办单位优势资源,汇聚优质学术资源,加大期刊推广宣传。【结果】 这些措施提高了综合类期刊的竞争力和社会影响力。【结论】 《科技导报》的办刊思路和做法为新形势下的综合类期刊发展提供了一定的借鉴和经验。  相似文献   
7.
【目的】以Journal of Environmental Sciences(JES)获得中国科技期刊国际影响力提升计划A类资助为契机,探索提升JES国际影响力的方法。【方法】分析JCR数据和JES发表数据,学习优秀国际期刊办刊经验,结合办刊实践,探索一条提升期刊国际影响力的道路。【结果】JES在编委会组建、期刊质量、国际化的投审稿系统及品牌形象等方面,进行全方位的设计与改革,取得了一定成效。【结论】以品牌建设为核心,加强期刊宣传,吸收优秀稿源,提升期刊国际影响力。  相似文献   
8.
品牌企业热衷于创建虚拟品牌社区并对其规范管理,目的是为了进一步稳固忠实队伍和开发更多的潜在客户以获取更大的利润。越来越多消费者参与到虚拟品牌社区进行价值共创,其目的何在?本文将多角度对消费者参与虚拟品牌社区价值共创的动机进行分析。  相似文献   
9.
《Sport Management Review》2016,19(2):133-145
The purpose of this study was to examine Olympic athletes’ self-presentation on Instagram, a social media outlet on which users post photographs as their primary communication mechanism, in order to develop an understanding of the ways in which athletes use this medium as a communication and marketing tool to build their personal brand. Additionally, this research sought to understand whether differences existed between the utilisation of Instagram by male and female athletes. Drawing on Goffman's (1959) theory of self-presentation, this study examined eight purposively selected Olympic athletes’ Instagram photos. Findings revealed similarities to previous research on athletes’ use of written social media outlets such as Facebook and Twitter, as the majority of photos posted by athletes were personal in nature, thus reflecting backstage performance strategies according to self-presentation theory. The results indicated that female athletes were more likely to share photos of themselves and photos taken in private settings, but male athletes who posted a wider variety of photos encouraged greater engagement from their followers. Personal brand management implications for athletes and sport organisations are examined in greater detail in the discussion.  相似文献   
10.
李潇 《出版科学》2016,24(6):72-74
回顾于丹自2006年国庆7天,在央视“百家讲坛”讲述《〈论语〉心得》的作品出版情况之后,关注于丹十年出版,分析于丹媒体形象和品牌延伸的二元互动,探讨于丹品牌出版的十年主题流变与未来走势。  相似文献   
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