品牌标识感知一致性对品牌态度的影响

本文研究在不同消费者参与度下,品牌标识感知一致性对品牌态度的影响,并且验证感知风险在一致性对品牌态度影响中是否存在中介作用.本研究采用2＊2＊2被试间设计,246名被试参加了实验.研究发现：高一致性品牌标识相比低一致性品牌标识引起更积极品牌态度;感知风险在一致性对品牌态度的影响中存在部分中介作用.消费者参与在品牌标识一致性对感知风险的影响中存在调节作用.

The Effect of Perceived Brand Logo Consistency on Brand Attitude

This study examined how perceived brand logo consistency would impact brand attitude, whether customer involvement mediates this process, and whether perceived risk plays a moderating role. Using a 2＊2＊2 between-subject design, the study carried an experiment with 246 subjects. Research findings include： with high perceived brand logo consistency, customers generate more positive brand attitude; perceived risk has a mediating role on the impact of perceived consistency on brand attitude. Customer involvement plays a significant moderating role between perceived brand logo consistency and perceived risk.