摘要
品牌联合战略作为推广新产品、提升品牌资产的有效方式,近年来在商业实践中得到了广泛的应用。本研究基于消费者学习理论和认知一致性理论,从产品介入度视角出发,运用实验设计、问卷调查和SEM模型,对品牌联合主效应模型和产品介入度的影响在中国商业文化环境下进行了实证检验。结果显示,联合匹配度对品牌联合主效应存在显著的正向影响,但产品匹配度对消费者联合品牌的购买意图影响并不显著;产品介入度对品牌联合主效应模型中各变量之间的关系强度有调节性的影响,这与消费者学习理论观点是一致的。
As an effective way for us to introduce new products and increase the asset of brand,the strategy of ＆quot;brand alliance＆quot; has been broadly put into use in business experience. Based on consumer learning and cognitive consistency theories, from the perspective of products involvement,with the help of experiments design,questionnaire and structural equation model （SEM）,the author empirically tests the main effect of brand alliance and product involvement in Chinese business cultural environment. The results demonstrate that：（1）perceive fit has positive impact on the main effects of brand alliance,while products fit has no significant impact on customer purchase intention on allied brand;（2）product involvement moderates the strength of relations among different variables in SEM,which is consistent with the view of customer learning. The conclusions mentioned above can not only enrich the researches and theories on existing brand alliance related theories,but also offer vital implications for enterprises to formulate their own brand alliance strategy.
出处
《中国流通经济》
CSSCI
北大核心
2015年第3期86-93,共8页
China Business and Market
基金
新疆维吾尔自治区高校文科基地公司治理与管理创新招标项目"兵团工业企业品牌国际化度量及路径研究"(项目编号:020213C09)
石河子大学高层次人才科研启动项目"兵团农业产业化龙头企业品牌化效应
驱动因素及路径分析"(项目编号:RCSX201003)的资助
关键词
品牌联合
联合匹配度
产品介入度
购买意图
brand alliances
perceived fit
product involvement
purchase intention
