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自我一致性对品牌依恋的影响:解释水平的调节作用

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摘要 品牌依恋是维系消费者与企业品牌的重要纽带。本文从个体解释水平的视角,探讨不同的解释水平下,消费者的自我一致性对品牌依恋影响的差异。研究发现,消费者的自我一致性将有助于消费者对品牌的情感依恋的建立,解释水平会调节消费者自我一致性与品牌依恋之间的关系,解释水平低的消费者现实一致性对品牌依恋的影响更强,解释水平高的个体理想一致性对的品牌依恋的影响更强。
作者 苏淑芬
出处 《现代商贸工业》 2020年第23期47-49,共3页 Modern Business Trade Industry
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