品牌延伸中母品牌的作用机制

品牌延伸研究近年来受到了国外营销学界的普遍关注,母品牌在延伸行为中的作用机制是其中的一个热点问题。文章在查阅有关文献的基础上,对该领域影响比较大的两个延伸评价模型,情感迁移模型和联想需求模型,进行了较为深入的介绍、评述和比较。两个模型都从消费者认知的角度来理解延伸评价的形成,其中涉及到刺激泛化、类化和精细计算加工等认知过程。

A Study on the Evaluation Method and Evaluation Model of the Effectiveness of Consumer Financial Education

With the understanding of the importance of financial education and research, the study of the effectiveness of financial education is more and more, but there have been debate on the effectiveness of financial education and education costs. This paper summarizes and classifies the methods and models to improve the effective research of financial education, including improving the effectiveness of financial education and improving the effectiveness of financial education through the design of different educational methods. The guiding principles of the evaluation of the effectiveness of financial consumer education proposed by the International Financial Consumers＇ Education Network （INFE） and the guidance of our government on the evaluation of the effectiveness of financial education.