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本文探讨在消费者特性中的两个变量即在解释水平和产品涉入度调节下,消费者的感知契合度对品牌延伸的评价有何影响。分析高解释水平和低解释水平调节下,消费者感知契合度对品牌类型的选择和品牌延伸评价的变化,以及在外部条件的影响下,感知契合度产生的变化对延伸评价的影响。并同时研究了高产品涉入度和低产品涉入度下消费者感知契合度在影响延伸评价中的权重,不同产品涉入度下消费者选择和判断延伸产品时看重的属性差异有助于探索个人的、情境的差异对消费者评价品牌延伸的影响。
This article explores how the two variables in consumer characteristics, the level of interpretation and the degree of product involvement, affect the extent to which consumers’ perceived fit affects brand extension. Under the influence of external conditions, the influence of perceived adaptability on the extension of evaluation is analyzed under the condition of high level of interpretation and low level of interpretation, the choice of brand type and brand extension evaluation. At the same time, it also studies the weight of consumer perceived fit in the extended evaluation under the involvement of high product and the involvement of low product. Differences in attributes that consumers value and judge when extending products are involved in different product involvement Exploring the impact of individual and situational differences on consumer ratings of brand extension.