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经济和科技的快速发展,产品的象征性价值正逐步取代功能性价值成为影响购买的重要因素。本文通过实证研究证明,品牌态度在没有直接使用经历的情况下对第二品牌的品牌态度,甚至是积极的态度,对象征性联合品牌购买意愿的影响也是微弱的;而即使是对从未使用过的品牌,与第二品牌的真实、理想自我一致性仍然会对联合品牌购买行为产生显著的影响,且理想自我一致性对象征性联合品牌购买意愿的影响要更为显著;对个性的需求也对象征性联合品牌的购买意愿产生积极的影响;产品卷入度提高了自我一致性对象征性联合品牌购买意愿的影响。
Rapid economic and technological development, the product’s symbolic value is gradually replacing the functional value has become an important factor affecting the purchase. Empirical research shows that brand attitudes toward the second brand’s brand attitude even without a positive attitude, the influence of the symbolic joint brand purchase intention is weak; and even for the never-used Over brand, the true and ideal self-consistency with the second brand will still have a significant impact on the co-brand purchase behavior, and the impact of the ideal self-consistency on the purchase intention of the symbiosis brand will be more significant. The demand for individuality But also have a positive impact on the purchase intention of the symbiotic brand; the degree of product involvement increases the impact of self-consistency on the purchasing willingness of symbolic syndicated brands.