The luxury branding industry thrives on creating products and services that are exclusive in nature. To achieve this, brands often control for pricing, quality, quantity and availability to create a perception of exclusiveness. The literature showcases a handful of concepts to explain how marketers can create exclusive products and services. However, the literature does not give a theoretical foundation to the creation of the Theory of Exclusivity. This study is the first to address this issue. A number of theories and concepts in marketing, psychology, sociology and other fields of sciences have been reviewed to conceptualise the Theory of Exclusivity. The conceptualisation of this theory gives marketers a better understanding of how they can create exclusive brands.

World Advertising Research Center forecasts that internet advertising will overtake on TV advertising in 2016. The internet will become the largest advertising platform. The form of advertising is continually changing as time changes and technological progress, but the essence of advertising which widely inform information needs have never changed. With declining of advertising credibility, more and more young people prefer to get product information from friends or virtual friends online. Providing a good opportunity for enterprises to employ e-WOM when they making the marketing strategy. Prior to the initiation of new marketing activities, the majority of companies make great efforts to figure out a means of collecting all-round information on overseas target markets and global consumers for the purpose of strengthening competitiveness and then further increasing market share and enterprise benefits. The concept of customer equity has been introduced as a tool to continuously secure customers and create profits in the future. Globalization trends have attached great importance to altering the structure of the fashion industry. In particular, with expectation of conducting innovative marketing, companies engaged in SPA brands are gradually developed into global companies. Furthermore, corporate profitability is very sensitive to consumers’ attitudinal changes due to the short trend cycle of SPA brands. Most of our behaviors are predicated on the attitudes and behaviors of the others. The influence of loyal customers may turn potential customers into loyal customer owing to high customer equity. That is to say, companies may obtain more profits through higher customer equity. The study aims to explore the relationships among social influence, social learning, e-WOM and customer equity. The results of the study can be summarized as follows. First, the study elaborates on the relationships among social influence, social learning, e-WOM and customer equity. Second, by comparing the economic and cultural differences between South Korea and China, the study found the social influence has a positive influence on customer equity in different ways between the two countries.

This paper examines the co-creation of human brands identities exemplified by celebrities in a stakeholder-actor approach. By bringing together the theoretical web of service-dominant logic, stakeholder theory, actor-network theory, and consumer culture theory, we argue that human brand identities are co-created by multiple stakeholder-actors that have resources and incentives in the activities that make a up an enterprise of a human brand, including the celebrities themselves, consumer-fans, and business entities. By utilizing an observational, archival netnographic data from popular social media channels, four exemplars of celebrity identities from the Philippines demonstrate the co-creation of human brands. Findings illustrate key stakeholder-actors’ participations, production and consumption, and integrations of resources and incentives in the co-creation process as articulated in social media. The co-creation process happens through sociological translations codes namely: social construction and negotiation of identities, parasocialization, influence projection, legitimization, and utilization of human brand identities. These dynamics of human brand identity advance a stakeholder-actor paradigm of service co-creation that is adaptive to the predominant consumer culture and human ideals that surround the celebrity. Implications and future research on celebrity brand marketing management are discussed.

There may be not direct path from the psychological selection by the customers to the green behavior owing to the complexity of the green consumption. The specific mode of action still needs being further researched. This paper will research the specific path and mechanism of customer’s green consumption based on VBN theory. Based on a survey of Chinese respondents, environment values bring indirect influence to green customer behavior through individual belief or subjective norm intermediately. However, there are different paths from value to behavior. One path is that egoistic value-subjective norm-green customer behavior while another path is that altruistic value-environment beliefs-subjective norm-green customer behavior which really fits into previous research of VBN theory.

Lu Xun (1881‐1936), one of the foremost thinkers and writers in modern China, has been described by the official ideology as “materialist” and “Marxist” since the year of 1949; however, Lu Xun’s thoughts are actually much more complex than these depictions. Thinking critically on religious issues, Lu Xun put forward many unique perspectives. During the earlier stage, Lu Xun valued the religious function of salvation in the aspect of “saving morals and human minds of the time”, and applied it in his practice to cultivate humanity of the people and to reconstruct belief systems of the nation; in the later stage, he focused on certain elements of religious superstitions and the negative impact of religion on the lower classes, while his later views on religion also constituted an important part of his overall criticism on Chinese traditional belief systems. It is Lu Xun’s unswerving thoughts and practices to transform national characters that hold together his early‐stage ideas on religious culture and his thoughts in the late phase.

The global economic and financial conditions in 2010 and 2011 were positive and the business trade grew at about twice of the rate of that in 2009. The container shipping players started to enjoy a new chapter of international business trade having struggled to operate their vessels since 2008. So we now have to consider if the shipping business will return to its old strategy? What will happen to the container shipping sector in 10 years from now still remains uncertain. Recently, the uncertain situation globally has been giving shipping companies in difficulty the opportunity to make decision as to whether it is necessary to use super slow steaming for containerships. Therefore, the aim of this study is to analyse the necessity of super slow steaming on containerships despite such uncertainty. A Fuzzy Rule-based Bayesian Reasoning method has been used which incorporates the membership function and 14 selected nodes. Finally, the outcome of this study is 48 rules which have been proposed to assist shipping companies in their decision making processes when dealing with the dynamic business environment. Each rule gives a clear-cut understanding of the result which is able to be applied to real situations the containership industry faces.

The present work reports a systematic study of using carboxymethylated cellulose (CMC) as water-bornebinder to produce Li4Ti5O12-based anodes for manufacture of high rate performance lithium ion batteries. When theLTO-to-CB-to-CMC mass ratio is carefully optimized to be 8:1:0.57, the special capacity of the resulting electrodes is144 mAh·g−1 at 10 C and their capacity retention was 97.7% after 1000 cycles at 1C and 98.5% after 500 cycles at5C, respectively. This rate performance is comparable or even better than that of the electrolytes produced using con-ventional, organic, polyvinylidene fluoride binder.

The 47th Session of the UNCITRAL finalized the draft Convention on Transparency in Treaty-based Investor-State Arbitration. It aims to provide a mechanism to allow the UNCITRAL Rules on Transparency to be applied to investment dispute arbitrations mandated by investment treaties concluded before April 1, 2014. This paper intends to examine these UNCITRAL Rules on Transparency and the draft Convention on Transparency. It is particularly in contrast with the relevant rules in the NAFTA, the U.S. Model BIT 2012 and the ICSID Rules 2006, to see if transparency can be enhanced in treaty-based investor-State arbitrations and to extrapolate the implications of the Rules on Transparency and the draft Convention for China’s strategy in BIT or FTA negotiations amid the trendy advancement of transparency standards.

To concern about health increased at well-being world. It reported fault about toxic of lymphocyte cell by Chemotherapeutic agent and antibiotic agent, tolerance of cancer cell and destruction of lymphocyte and marrow cell. Study of natural medicine needed to remedy these shortcomings. In this study verified effect of anti-inflammatory and antioxidant in Ganoderma applanatum. Verify of anti-inflammatory effect checked to derive by LPS. Antioxidant effect assured by DPPH radical scavenging activity and superoxide dismutase (SOD) activity. The result of cytotoxicity by MTT-assay for anti-inflammatory effect of Ganoderma applanatum does not effect in 0.01~1mg/mL concentration. Nitric oxide (NO) inhibition effect was verified concentration dependent in all treatment groups. Inflammatory cytokine (TNF-α,IL-1β,IL-6) formation inhibition effect to derive by LPS was verified to inhibit gene revelation of inflammatory cytokine in all treatment groups. And endotoxin shock inhibition effect does not appear concentration dependent in mouse lethal test. Inflammation mediator activation inhibition effect in shock mouse liver cell decreased gene revelation in IL-1β and IL-6 at 0.5g/kg body weight group and 1.0g/kg body weight group. DPPH radical scavenging activity confirmed concentration dependent in all treatmen tgroups. SOD enzyme activity showed high activity in low concentration than vitamin C and BHT. To conclusion, Ganoderma applanatum was predicted to replace anti-inflammatory medicine and to use great antioxidant material.

Sorghum-Sudan grass which is an annual forage grass in Gramineae have been bred for biomass promotion. The recombinant inbred line (RIL) populations were derived from the F2:3 genetic mapping population of Sorghum 314A×zongke Sudan grass. The breeding selection based on agronomic characters and DNA molecular marker statistical analysis was carried among the progenies of the RIL populations, and 9 recombinant breeding progenies were determined as heterobeltiosis with high yield. According to DNA diversity analysis of simple sequence of repeats(SSR) marker, the genetic varieties were abundant among the families, and the recombinant breeds of high yield were distributed among the different RIL populations.2 family lines, which have similar agronomic characters and yield, and whose genetic distance nearly equal to zero, showed difference on arid tolerance. 4 breeding lines were selected on agronomic characters and resistance in the field trials, and 2 breed lines were qualified for the regional testing.

39 accessions of sickle alfalfa (Medicago falcata L.) collected from different regions of China were evaluated for their tolerance to drought. Differences were observed among accessions in their reactions to drought and 8 good tolerant accessions at populations level and 18 excellent tolerant accessions at individual level were identified based on drought response index (DRI).

To improve water quality of Buji Stream and Shenzhen River, the Bujihe Wastewater Treatment Plant has been reconstructed from the original coagulkation-flocculation sedimentation system into the enhanced hybrid submerged biofilm-activated sludge (EHYBFAS)system developed by the authors. The main design parameters of the EHYBFAS system, process characteristics, operational performance, techno-economic index, and experience in design, construction and operation are described，which set up an example of the municipal wastewater treatment plants using the novel process of EHYBFAS, which has lots of advantages, such as stable and high operational performance with the final effluent quality well meeting 1A-1B standard of GB 18918-2002( Chinese national standard for pollutants of effluent from the MWWTPs), much less footprint of 1ha/(100×103m3/d)) vs 4-5ha/(100×103m3/d), much lower capital and operation costs of 700-800 Yuan(RMB)/(m3/d) and 0.5 Yuan(RMB)/m3 vs 1200-1500 Yuan/(m3/d)and 1.0-1.2 Yuan/m3 and much less sludge production of 0.3g dry solid/g removed BOD5 vs 0.7 g dry solid/removed BOD5 respectively for the MWWTP with AS process.