| 互联网品牌延伸:契合度与联结度的中介作用 |
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| 引用本文： | 吴俊杨,钟建安.互联网品牌延伸:契合度与联结度的中介作用[J].人类工效学,2012,18(2):36-39. |
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| 作者姓名： | 吴俊杨 钟建安 |
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| 作者单位： | 浙江大学心理与行为科学系,杭州,310028 |
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| 基金项目： | 国家自然科学基金资助项目，教育部人文社会科学研究资助项目，浙江省自然科学基金，浙江省哲学社会科学规划课题 |
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| 摘 要： | 为了考察品牌延伸的各类因素间的相互作用尤其是契合度、联结度的中介作用,本研究以互联网品牌为研究对象,收集了303份问卷进行分析.结果显示:品牌形象、契合度对延伸评价有显著的积极影响,联结度作为互联网品牌延伸的独特变量也对延伸评价有显著影响；品牌形象对契合度、联结度有直接预测作用；契合度、联结度对品牌形象与延伸评价之间的关系起部分中介作用.
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| 关 键 词： | 品牌形象 契合度 联结度 延伸评价 互联网品牌 |
E-brand Extension: the Mediation Role of Perceived Fit and Perceived Tie |
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| WU Jun-yang
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ZHONG Jian-an.E-brand Extension: the Mediation Role of Perceived Fit and Perceived Tie[J].Chinese JOurnal of Ergonomics,2012,18(2):36-39. |
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| Authors: | WU Jun-yang ZHONG Jian-an |
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| Affiliation: | (Department of Psychology and Behavior Sciences, Zhejiang University, Hangzhou 310028, China) |
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| Abstract: | To explore the impacts of perceived fit and perceived tie on e-brand extension, 303 effective sam- ples were collected from the online platform. Results indicated that, brand image and perceived fit are cru- cial to e-brand extension as well as traditional brand extension. Besides, perceived tie plays positive role in extension evaluation. The relationship between brand image and extension evaluation is partially mediated by perceived fit and perceived tie, which shows the relationship between the different factors influencing the suc- cess of brand extension. |
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| Keywords: | brand image perceived fit perceived tie extension evaluation e-brand |
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