Ruizhi Yuan
Deparment: International Business School Suzhou

Items: 2

Views: 490

1. Reciprocal transfer of brand identity and image associations arising from higher education brand extensions

Author:Yuan, RZ;Liu, MJ;Luo, J;Yen, DA


Abstract:The purpose of this study is to discuss the concepts of brand identity and brand image from a brand extension perspective in the higher education sector. It addresses how consumers identify and transfer the parent university's brand identity into the extended brand image of an international satellite branch, and further explores the underlying causes of the backward reciprocal transfer from the extension to parent brand. The interview results reveal that the identity-image linkage is influenced by consumers' perceived congruence and legitimacy of the brand extension. Other than the impact of functional, symbolic, and self-image congruence between the parent brand and extension, the main factors of extension legitimacy are: regulative legitimacy, brand extension authenticity, desirable values to audiences, and cultural adaptation. The findings also suggest the importance of marketing exposure, exploitation avoidance, and resource transfer in enhancing the reciprocal influence of the extended brand image on the parent brand. (C) 2016 Elsevier Inc. All rights reserved.
2. The Emergence of Collaborative Tourism: An Application of Intimacy Theory

Author:Yuan, RZ


Abstract:The emergence of collaborative tourism presents a rich vein for advancing the empirical and theoretical understanding of tourists' satisfaction towards the destination. Recent literature suggests that the social and networked nature of social media is an ideal environment for peer to peer interaction in the travelling scenarios. However, there has been limited research into defining and developing collaboration tourism, including how do collaborative tourists interact and how do these collaborative behaviours influence their emotional reactions towards the travel destination. This study provides insights into the impact of tourism collaboration on tourist satisfaction due to tourists' perceived intimacy towards the destination. A sample of collaboration members was drawn from tourism community in China. The structural equation modelling results show that information sharing and behavioural collaboration have significant impacts on tourists' physical, verbal, spiritual and intellectual intimacy towards the peers in the destination, which lead to higher level of satisfaction towards the place. This study contributes to the existing literature on collaboration tourism by examining that: (1) the collaborative tourism becomes important to consumers, and is an interpersonal relationship; (2) the collaboration behaviours among tourists create intimacy within the tourism experience, and (3) those physical and emotional sensations/intimacies increase tourists' satisfaction towards the destination.
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