说服策略对消费者再续品牌关系意愿的影响

被引：8

作者：

姚琦 ^{[1
]}

黄静 ^{[2
]}

机构：

[1] 重庆交通大学财经学院

[2] 武汉大学经济与管理学院

来源：

关键词：

说服策略; 自我建构; 品牌依恋; 品牌关系; 再续意愿;

D O I：

10.19616/j.cnki.bmj.2011.01.022

中图分类号：

F273.2 [产品管理]; F224 [经济数学方法];

学科分类号：

0701 ; 070104 ;

摘要：

本文在消费者长显与启动自我建构两种情景下证明了说服策略与自我建构类型的交互作用对消费者感知说服信息可信度的影响,验证了品牌依恋对消费者自我建构类型与说服策略交互作用到感知信息可信度的调节作用,证实了感知信息可信度对消费者自我建构类型与说服策略的交互作用到消费者—品牌关系再续意愿的中介作用。

引用

页码：155 / 165

页数：11

共 10 条

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