感知趣味性与联合匹配性对联合品牌评价及购买意愿的影响  

The Research on the Influence of Perceived Interest and Alliance Fit on Co-branding Evaluation and Purchase Intention

作　　者：郭向东 刘宇晴 刘诗婷 GUO Xiangdong;LIU Yuqing;LIU Shiting(School of Business,Wuyi University,Wuyishan,Fujian 354300)

机构地区：[1]武夷学院商学院,福建武夷山354300

出　　处：《武夷学院学报》2023年第5期50-58,共9页Journal of Wuyi University

基　　金：福建省哲学社会科学规划项目(J2021B154);福建省教育厅社会科学研究一般项目(JAS20379);武夷学院驻企业科研工作站项目(2020-ZQGZZ-012)。

摘　　要：对品牌联合效应影响因素的研究是学术界及企业界的重要研究课题,通过实证分析的方法研究联合匹配性、感知趣味性与联合品牌评价、购买意愿的关系,结果显示,联合匹配性与感知趣味性显著正向影响联合品牌评价及购买意愿,相对而言,感知趣味性的影响作用更大。研究拓展了品牌联合影响因素的相关理论,研究成果可以帮助企业更为有效地实施品牌联合战略。The research on the influencing factors of brand alliance effect is one of the important research topics in academic and business circles.This article analyzes the impact of perceived interest and alliance fit to co-branding evaluation and purchase intention through empirical analysis,found that both perceived interest and alliance fit have significant and positive impact on co-branding evaluation and purchase intention,compared with alliance fit,perceived interest has a greater impact on co-branding evaluation and purchase intention.This study expands the relevant theories on the influencing factors of brand alliance,and the research results can help enterprises implement brand alliance strategies more effectively.

关 键 词：感知趣味性 联合匹配性 联合品牌评价 购买意愿 品牌联合 

分 类 号：F722.2[经济管理—产业经济]