品牌标识感知一致性对品牌态度的影响  

The Effect of Perceived Brand Logo Consistency on Brand Attitude

作　　者：沈青[1] 王风华[1] 

机构地区：[1]上海外国语大学国际工商管理学院,上海200083

出　　处：《上海管理科学》2014年第6期49-54,共6页Shanghai Management Science

摘　　要：本文研究在不同消费者参与度下,品牌标识感知一致性对品牌态度的影响,并且验证感知风险在一致性对品牌态度影响中是否存在中介作用。本研究采用2★2★2被试间设计,246名被试参加了实验。研究发现:高一致性品牌标识相比低一致性品牌标识引起更积极品牌态度;感知风险在一致性对品牌态度的影响中存在部分中介作用。消费者参与在品牌标识一致性对感知风险的影响中存在调节作用。This study examined how perceived brand logo consistency would impact brand attitude, whether customer involvement mediates this process, and whether perceived risk plays a moderating role. Using a 2＊2＊2 between-subject design, the study carried an experiment with 246 subjects. Research findings include： with high perceived brand logo consistency, customers generate more positive brand attitude; perceived risk has a mediating role on the impact of perceived consistency on brand attitude. Customer involvement plays a significant moderating role between perceived brand logo consistency and perceived risk.

关 键 词：品牌标识 感知一致性 品牌态度 感知风险 消费者参与 

分 类 号：F271[经济管理—企业管理]