|本期目录/Table of Contents|

[1]危华,宋晓兵,原永丹.感知匹配性和卷入度对品牌延伸评价的影响机制研究[J].浙江理工大学学报,2013,30(05):796-800.
 WEI Hua,SONG Xiao bing,YUAN Yong dan.Research on Mechanism of Influence of Perception Matching and Involvement on Brand Extension Evaluation[J].Journal of Zhejiang Sci-Tech University,2013,30(05):796-800.
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感知匹配性和卷入度对品牌延伸评价的影响机制研究()
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浙江理工大学学报[ISSN:1673-3851/CN:33-1338/TS]

卷:
第30卷
期数:
2013年05期
页码:
796-800
栏目:
经济与管理
出版日期:
2013-09-10

文章信息/Info

Title:
Research on Mechanism of Influence of Perception Matching and Involvement on Brand Extension Evaluation
文章编号:
1673-3851 (2013) 05-0796-05
作者:
危华 宋晓兵 原永丹
1. 浙江理工大学经济管理学院, 杭州 310018; 2. 大连理工大学工商管理学院, 辽宁大连 116024;3. 杭州好望角投资管理有限公司, 杭州 310012
Author(s):
WEI Hua SONG Xiao bing YUAN Yong dan
1. School of Economics and Management, Zhejiang Sci-Tech University, Hangzhou 310018, China;2. School of Management, Dalian University of Technology, Dalian 116024, China;3. Good Hope Investment Management Co., Ltd., Hangzhou 310012, China
关键词:
感知匹配性 双重路径的说服理论 卷入度 品牌延伸
分类号:
F270
文献标志码:
A
摘要:
基于双重路径的说服理论,采用2×2×3的实验检验了感知匹配性和卷入度对消费者的品牌延伸评价过程的影响。研究结果表明,感知匹配性和卷入度均会影响消费者的品牌延伸评价过程,但其作用机制不同。感知匹配性会直接影响消费者的品牌延伸评价过程,高感知匹配性能显著提升消费者对品牌延伸的评价;卷入度通过与感知匹配性间的交互作用间接影响消费者的品牌延伸评价过程,高卷入度下感知匹配性的影响更强。

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备注/Memo

备注/Memo:
收稿日期: 2013-04-08
基金项目: 浙江理工大学科研启动基金项目(1105813Y);国家自然科学基金项目(70903021)
作者简介: 危华(1976-),女,江西吉安人,讲师,博士,主要从事纺织经济与品牌管理研究。
更新日期/Last Update: 2013-10-23