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| 消费者涉入及其在品牌延伸中应用的研究 | |
| 引用本文： | 白玥宁. 消费者涉入及其在品牌延伸中应用的研究[J]. 价值工程, 2012, 31(13): 1-2 |
| 作者姓名： | 白玥宁 |
| 作者单位： | 天津大学,天津,300072 |
| 基金项目： | 国家自然科学基金，教育部人文社会科学研究青年基金 |
| 摘 要： | 涉入的概念在市场营销、社会心理学等领域引起了研究者相当多的兴趣。文章基于大量国内外相关文献,探讨了消费者涉入的来源、概念界定、分类,介绍了相关的理论模型和操纵测量方法。并在最后,指出了消费者涉入在品牌延伸这一领域的应用及意义。 |
| 关 键 词： | 涉入 理论模型 品牌延伸 |
Consumer Involvement and Its Application in Brand Extension |
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| Bai Yuening. Consumer Involvement and Its Application in Brand Extension[J]. Value Engineering, 2012, 31(13): 1-2 | |
| Authors: | Bai Yuening |
| Affiliation: | Bai Yuening (Tianjin University,Tianjin 300072,China) |
| Abstract: | The concept of involvement has arouse considerable interest in the area of marketing,social psychology and so on.The article,based on plenty of literature at home and abroad,discusses the source,concept definition and category of consumer involvement,introduces related theoretical models and the approaches of manipulation and measurement.It indicates the application and significance of consumer involvement in the area of brand extension in the end. |
| Keywords: | involvement theoretical model brand extension |
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