supervisor–subordinate guanxi, job satisfaction, participatory management, turnover intentions, organizational commitment, China,

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Although one of the key objectives of relationship marketing is to build a strong relationship with customers, the construct of relationship strength is recent and there is little research into its measurement and validation. Based on an intensive literature review, relationship strength is conceptualised and a tridimensional measurement model is proposed that comprises affective strength, cognitive strength and conative strength. Then, a measurement scale of relationship strength in the context of selling services is developed and validated. The empirical results indicate that the measurement scale has acceptable levels of reliability, unidimensionality, convergent validity, discriminant validity and nomological validity.

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The linguistic aspect is the essence of branding and of particular importance for the success of a product. This article adopts a linguistic approach in an attempt to investigate Chinese branding rules, both the general branding principles and the specific rules for different categories of products. The four generalized branding principles based on the analysis of 527 Chinese award-winning products in general specify the requirements in syllable structure, tonic structure, compounding structure and semantic structure. In terms of specific rules, a sample of 151 top brands of two product categories, bicycles and cosmetic products, are analysed. The difference in branding the different products is determined by the semantic field.