期刊文献+

品牌不一致性对品牌酷感知和品牌跨界联合效应影响的研究

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摘要 越来越多的品牌采用跨界联合的策略来推出新产品并吸引年轻消费者。以往关于匹配度的研究并不能解释跨界联合的成功。本文基于图式不一致理论,研究品牌不一致性对品牌酷感知和品牌跨界联合效应的影响,以及品牌酷感知的中介作用。通过单因素组间实验,发现当品牌不一致性为中度时,品牌酷感知和品牌跨界联合效应最强,品牌酷感知起到部分中介作用。
作者 万莅晨
出处 《现代营销(下)》 2024年第3期58-60,共3页 Marketing Management Review
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