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Chan Hsiao,Yi-Hsuan Lee,Yuh-Ting Chih 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.11
This research tends to answer the following question: How do multinational corporations transmit their service brand to the local employees of the host country? Service brand has been discussed from the point of internal marketing, which ensures that employees can demonstrate the authentic value of the service brand in their attitudes and behaviors. However, when a corporation attempts to transmit the service brand across borders, there needs to be a balance between globalization and localization. This research intends to build a systematic internal marketing mechanism from the viewpoint of internal marketing, international service branding and subsidiary brand-specific transformational leadership. This study uses both qualitative and quantitative methods to conduct an in-depth case study and questionnaire survey. This research provides the following theoretical and managerial contributions. Firstly, it proposes a systematic internal marketing mechanism to transmit the service brand across international borders. This includes a brand-specific leadership with cultural sensitivity, a brand norm positively led by the leader and an organizational learning system, which influences the practice of the brand norms. Secondly, in order to transmit the international service brand successfully, this paper argues that subsidiaries’ leaders should have cultural sensitivity and demonstrate a brand-specific transformational leadership style. Thirdly, the paper finds and verifies that brand-specific transformational leadership has a positive effect on the brand norms and organizational learning, which in turn affect employee brand behavior and attitude toward the company’s core brand value. Managerially, the systematic internal marketing mechanism developed by this research can enlighten those service companies who intend to expand their international scope and ascertain their service brand value is transmitted accurately and executed locally.
The Feasibility of Establishing Color Imagery Scales for Various Constructional Landscapes
Wen-Guey Kuo,Yu-Pin Li,Yuh-Chang Wei,Chih-Wen Cheng,Wei-Min Fu 한국색채학회 2017 AIC 2017 Jeju Vol.2017 No.10
A methodology of quantifying the environmental color imagery of color images of constructional landscapes individually was created in this study based on the new color imagery scales designed with combining a modified psychophysical method, Magnitude Estimation Method celebrated in the field of color science and the semantic differential method proposed by Osgood. The color imageries of the cumulated constructional landscape-image samples respectively were further estimated under a conditioned room using the creative experimental methodology. Meanwhile, a set of new environmental color imagery scales LEB were derived from the experimental results, and would be expected to raise the feasibility of computerized prediction in color imagery for the practical environment at speed during the field trial in the near future.
Chan Hsiao,Yi-Hsuan Lee,Yuh-Ting Chih 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
This research tends to answer the following question: How do multinational corporations transmit their service brand to the local employees of the host country? Service brand has been discussed from the point of internal marketing, which ensures that employees can demonstrate the authentic value of the service brand in their attitudes and behaviors. However, when a corporation attempts to transmit the service brand across borders, there needs to be a balance between globalization and localization. This research intends to build a systematic internal marketing mechanism from the viewpoint of internal marketing, international service branding and subsidiary brand-specific transformational leadership. This study uses both qualitative and quantitative methods to conduct an in-depth case study and questionnaire survey. This research provides the following theoretical and managerial contributions. Firstly, it proposes a systematic internal marketing mechanism to transmit the service brand across international borders. This includes a brand-specific leadership with cultural sensitivity, a brand norm positively led by the leader and an organizational learning system, which influences the practice of the brand norms. Secondly, in order to transmit the international service brand successfully, this paper argues that subsidiaries’ leaders should have cultural sensitivity and demonstrate a brand-specific transformational leadership style. Thirdly, the paper finds and verifies that brand-specific transformational leadership has a positive effect on the brand norms and organizational learning, which in turn affect employee brand behavior and attitude toward the company’s core brand value. Managerially, the systematic internal marketing mechanism developed by this research can enlighten those service companies who intend to expand their international scope and ascertain their service brand value is transmitted accurately and executed locally.