發(fā)布時(shí)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(dòng)特征擴(kuò)展到品牌資產(chǎn)的研究中,旨在探討互動(dòng)特征對(duì)品牌資產(chǎn)最高層次的品牌共鳴影響及對(duì)品牌認(rèn)可度的影響。研究結(jié)果表明:商業(yè)互動(dòng)頻率、社會(huì)互動(dòng)頻率、互動(dòng)真實(shí)性分別對(duì)品牌共鳴中的行為忠誠(chéng)度、態(tài)度依附、社區(qū)歸屬感有正向影響作用;品牌共鳴對(duì)消費(fèi)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(cái)經(jīng)大學(xué)國(guó)際工商管理學(xué)院;
【基金】：國(guó)家自然科學(xué)基金項(xiàng)目(71272014)
【分類(lèi)號(hào)】：F273.2;F274

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