欢迎您！东篱公司
退出
-
申报数据库
-
立项数据库
-
成果数据库
-
项目获奖数据库
中文摘要：
为了考察品牌延伸的各类因素间的相互作用尤其是契合度、联结度的中介作用,本研究以互联网品牌为研究对象,收集了303份问卷进行分析。结果显示：品牌形象、契合度对延伸评价有显著的积极影响,联结度作为互联网品牌延伸的独特变量也对延伸评价有显著影响;品牌形象对契合度、联结度有直接预测作用;契合度、联结度对品牌形象与延伸评价之间的关系起部分中介作用。
英文摘要：
To explore the impacts of perceived fit and perceived tie on e-brand extension, 303 effective sam- ples were collected from the online platform. Results indicated that, brand image and perceived fit are cru- cial to e-brand extension as well as traditional brand extension. Besides, perceived tie plays positive role in extension evaluation. The relationship between brand image and extension evaluation is partially mediated by perceived fit and perceived tie, which shows the relationship between the different factors influencing the suc- cess of brand extension.
同期刊论文项目
同项目期刊论文
期刊信息
位置：