| 品牌信任对品牌态度、契合感知与延伸评价关系的影响 |
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| 引用本文： | 柴俊武.品牌信任对品牌态度、契合感知与延伸评价关系的影响[J].管理学报,2007,4(4):425-430. |
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| 作者姓名： | 柴俊武 |
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| 作者单位： | 电子科技大学管理学院 |
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| 摘 要： | 通过对278个有效样本的分析,重点考察了品牌信任对品牌态度、契合感知与延伸评价关系的影响。结果显示:品牌态度、契合感知对延伸评价有正向的影响关系;品牌信任对品牌态度与延伸评价关系具有部分中介作用;品牌信任对契合感知与延伸评价关系具有一定的调整作用。
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| 关 键 词： | 延伸评价 契合感知 品牌态度 品牌信任 |
| 文章编号： | 1672-884X(2007)04-0425-06 |
| 修稿时间： | 2006年10月16 |
The Effects of Brand Trust on the Brand Attitude, Perceived Fit and Extension Evaluation |
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| CHAI Junwu.The Effects of Brand Trust on the Brand Attitude, Perceived Fit and Extension Evaluation[J].Chinese JOurnal of Management,2007,4(4):425-430. |
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| Authors: | CHAI Junwu |
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| Abstract: | How the brand trust influences the brand attitude,perceived fit and extension evaluation was studied through analyzing 278 effective samples.Results show that the brand attitude and perceived fit have positive effects on the extension evaluation and they are effected by the brand trust as an agent.The relation between the perceived fit and the extension evaluation is also moderated by the brand trust. |
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| Keywords: | extension evaluation perceived fit brand attitude brand trust |
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