本文選題：代言人吸引力 + 感知匹配性　； 參考：《中國流通經(jīng)濟》2013年01期

【摘要】：文章基于雙重路徑的說服理論,采用2×2×2實驗檢驗不同卷入度下代言人吸引力、感知匹配性對消費者品牌延伸評價過程的影響。研究結果表明,代言人吸引力對消費者品牌延伸評價具有顯著的正向影響,且該影響不受卷入度調(diào)節(jié);感知匹配性對消費者品牌延伸評價具有顯著的正向影響,其影響受卷入度調(diào)節(jié),高卷入度下,感知匹配性影響更強;代言人吸引力與感知匹配性之間不存在顯著的交互作用�？梢�,品牌延伸是企業(yè)利用已有品牌優(yōu)勢推出新產(chǎn)品的一種重要方式,選擇知名度高的代言人是企業(yè)提升品牌延伸效果的有效策略;企業(yè)通過操控消費者接觸延伸產(chǎn)品時的卷入度,可有效提升品牌延伸的接受程度;企業(yè)在進行品牌延伸決策時,應充分考慮延伸產(chǎn)品與母品牌的匹配性。
[Abstract]:Based on the theory of dual path persuasion, this paper uses 2 脳 2 脳 2 experiment to test the influence of the attractiveness and perceived matching on the evaluation process of consumer brand extension under different involvement degrees. The results show that the spokesman's attractiveness has a significant positive impact on the evaluation of consumer brand extension, and the influence is not adjusted by the degree of involvement, and perceived matching has a significant positive impact on the evaluation of consumer brand extension. The influence is regulated by the degree of involvement. Under the condition of high involvement, the influence of perceptual matching is stronger, and there is no significant interaction between the attractiveness of spokesman and the perceived matching. It can be seen that brand extension is an important way for enterprises to make use of the advantages of existing brands to launch new products, and the choice of well-known spokesmen is an effective strategy for enterprises to improve the effect of brand extension. Enterprises can effectively enhance the acceptance of brand extension by manipulating the degree of involvement of consumers in contact with extended products, and the matching between extended products and parent brands should be fully considered when enterprises make brand extension decisions.
【作者單位】： 浙江理工大學經(jīng)濟管理學院;杭州好望角投資管理有限公司;
【基金】：浙江理工大學科研啟動基金(項目編號:1105813-Y)資助
【分類號】：F273.2;F224

【相似文獻】

相關期刊論文 前10條

1 孫瑩;杜建剛;;汽車“產(chǎn)品召回”對消費者心理和行為的影響研究[J];統(tǒng)計與決策;2011年13期

2 ;[J];;年期

3 ;[J];;年期

4 ;[J];;年期

5 ;[J];;年期

6 ;[J];;年期

7 ;[J];;年期

8 ;[J];;年期

9 ;[J];;年期

10 ;[J];;年期

，

本文編號：1986118