品牌延伸中母品牌的作用机制

被引：19

作者：

雷莉

马谋超

机构：

[1] 中国科学院心理研究所

来源：

心理科学进展 | 2003年 / 03期

关键词：

品牌延伸; 延伸评价; 情感迁移模型; 联想需求模型; 拟合度; 类化;

D O I：

暂无

中图分类号：

F760.5 [商标];

学科分类号：

摘要：

品牌延伸研究近年来受到了国外营销学界的普遍关注,母品牌在延伸行为中的作用机制是其中的一个热点问题。文章在查阅有关文献的基础上,对该领域影响比较大的两个延伸评价模型,情感迁移模型和联想需求模型,进行了较为深入的介绍、评述和比较。两个模型都从消费者认知的角度来理解延伸评价的形成,其中涉及到刺激泛化、类化和精细计算加工等认知过程。

引用

页码：350 / 354

页数：5

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