網(wǎng)絡(luò)關(guān)系環(huán)境下發(fā)言人互動特征對品牌資產(chǎn)的影響研究
發(fā)布時間：2019-01-23 17:21
【摘要】：基于網(wǎng)絡(luò)關(guān)系環(huán)境,把發(fā)言人互動特征擴展到品牌資產(chǎn)的研究中,旨在探討互動特征對品牌資產(chǎn)最高層次的品牌共鳴影響及對品牌認(rèn)可度的影響。研究結(jié)果表明:商業(yè)互動頻率、社會互動頻率、互動真實性分別對品牌共鳴中的行為忠誠度、態(tài)度依附、社區(qū)歸屬感有正向影響作用;品牌共鳴對消費者品牌認(rèn)可度有正向影響作用。
[Abstract]:Based on the network relationship environment, this paper extends the interactive characteristics of spokesperson to the study of brand equity, aiming at exploring the influence of interactive characteristics on the highest level of brand resonance and on brand recognition. The results show that: the frequency of business interaction, social interaction frequency, interaction authenticity have positive effects on brand resonance in the behavior loyalty, attitude attachment, community sense of belonging; Brand resonance has a positive effect on consumer brand recognition.
【作者單位】： 上海財經(jīng)大學(xué)國際工商管理學(xué)院;
【基金】：國家自然科學(xué)基金項目(71272014)
【分類號】：F273.2;F274
[Abstract]:Based on the network relationship environment, this paper extends the interactive characteristics of spokesperson to the study of brand equity, aiming at exploring the influence of interactive characteristics on the highest level of brand resonance and on brand recognition. The results show that: the frequency of business interaction, social interaction frequency, interaction authenticity have positive effects on brand resonance in the behavior loyalty, attitude attachment, community sense of belonging; Brand resonance has a positive effect on consumer brand recognition.
【作者單位】： 上海財經(jīng)大學(xué)國際工商管理學(xué)院;
【基金】：國家自然科學(xué)基金項目(71272014)
【分類號】：F273.2;F274
【相似文獻(xiàn)】
相關(guān)期刊論文 前10條
1 余可發(fā);;消費者品牌共鳴[J];上海市經(jīng)濟管理干部學(xué)院學(xué)報;2011年01期
2 張U，
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