期刊文献+

论幸福感在增强品牌联系中的应用——基于幸福感与经历回想的定量分析

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摘要 国内外研究发现,幸福感的提升能建立强心理契约,从而增强品牌联系。研究选取了年轻群体试验对象,通过气质类型分类、幸福感测试、经历回想、幸福感再测试环节,分析得到以下结论:一是黏液质人群综合幸福感最高,普通而非非凡经历更容易提升幸福感;二是经历回想对不同气质类型人群的作用强度不同,抑郁质前后变化幅度最小而胆汁质变化幅度最大。未来可在该研究的基础上在营销战略中引入提升消费者幸福感的元素,增强品牌效益。
作者 陈宇
出处 《中国市场》 2024年第12期115-118,共4页 China Market
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