品牌网络发言人互动特征对消费者品牌共鸣的影响

发布时间：2018-02-23 12:19

本文关键词： 品牌网络发言人互动品牌共鸣　出处：《当代财经》2017年04期 　论文类型：期刊论文

【摘要】：在网络关系中,品牌网络发言人与消费者之间的互动对品牌共鸣有着重要影响。研究检验了互动声誉、互动密度和互动权威三个特征对消费者品牌共鸣的影响,发现互动声誉能提高消费者品牌共鸣的行为忠诚度和社区归属感,互动密度能够增强消费者品牌共鸣的态度依附,互动权威能提升消费者品牌共鸣的社区归属感;研究还发现品牌共鸣对消费者品牌关系投资意愿有正向影响。研究结论对于识别品牌网络发言人互动特征及其对品牌关系的影响机制有一定意义。
[Abstract]:In the network relationship, the interaction between the brand network spokesman and the consumer has an important influence on the brand resonance. The study examined the influence of the interaction reputation, the interaction density and the interaction authority on the consumer brand resonance. It is found that interactive reputation can enhance consumer brand resonance behavior loyalty and community belonging, interaction density can enhance consumer brand resonance attitude attachment, interactive authority can enhance consumer brand resonance community belonging; It is also found that brand resonance has a positive effect on consumer's willingness to invest in brand relationship.
【作者单位】：上海财经大学国际工商管理学院;
【基金】：国家自然科学基金项目“产品危机响应中的发言人效应”(G020802)
【分类号】：F274

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