企业互动导向对品牌延伸评价的影响研究  

A Research on the Effects of Interaction Orientation on Brand Extension Evaluation

作　　者：王晓楠 马向阳[1] 

机构地区：[1]天津大学管理与经济学部,天津300072

出　　处：《经济研究导刊》2018年第25期60-66,78,共8页Economic Research Guide

摘　　要：互动导向是一种全新的营销战略,它强调建立企业与消费者之间良好的互动关系。高互动质量对消费者品牌选择行为有显著影响。尝试将互动导向引入品牌延伸领域,通过实证分析,探讨互动导向对品牌延伸评价的作用路径。研究结果表明,企业良好的互动导向水平可以促使消费者产生品牌信任和正面的品牌态度,进而做出更为积极的延伸评价。品牌态度和品牌信任在互动导向和品牌延伸评价关系间存在中介效应,以期为企业成功实施品牌延伸提供有益的参考。As a new strategy orientation,interaction orientation emphasizes establishing good interaction relations between firms and consumers.High interaction quality has significant impacts on consumer's brand choice. This paper tries to introduce interaction orientation into the research of brand extensions. On the basis of empirical analysis method,this paper discussed the influence mechanism of interaction orientation on the evaluation of brand extension.The research results show that enterprise's high level of interaction orientation can promote customer's brand trust and attitude,then make a more positive brand extension evaluations.Brand attitude and brand trust serve as mediators between interaction orientation and brand exte This study provides reference for enterprise to successfully carry out brand extension.

关 键 词：互动导向 品牌信任 品牌态度 品牌延伸评价 

分 类 号：F272[经济管理—企业管理]