网络关系环境下发言人互动特征对品牌资产的影响研究
发布时间：2019-01-23 17:21
【摘要】：基于网络关系环境,把发言人互动特征扩展到品牌资产的研究中,旨在探讨互动特征对品牌资产最高层次的品牌共鸣影响及对品牌认可度的影响。研究结果表明:商业互动频率、社会互动频率、互动真实性分别对品牌共鸣中的行为忠诚度、态度依附、社区归属感有正向影响作用;品牌共鸣对消费者品牌认可度有正向影响作用。
[Abstract]:Based on the network relationship environment, this paper extends the interactive characteristics of spokesperson to the study of brand equity, aiming at exploring the influence of interactive characteristics on the highest level of brand resonance and on brand recognition. The results show that: the frequency of business interaction, social interaction frequency, interaction authenticity have positive effects on brand resonance in the behavior loyalty, attitude attachment, community sense of belonging; Brand resonance has a positive effect on consumer brand recognition.
【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(71272014)
【分类号】：F273.2;F274
[Abstract]:Based on the network relationship environment, this paper extends the interactive characteristics of spokesperson to the study of brand equity, aiming at exploring the influence of interactive characteristics on the highest level of brand resonance and on brand recognition. The results show that: the frequency of business interaction, social interaction frequency, interaction authenticity have positive effects on brand resonance in the behavior loyalty, attitude attachment, community sense of belonging; Brand resonance has a positive effect on consumer brand recognition.
【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(71272014)
【分类号】：F273.2;F274
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