首页|CP形象对品牌联名效果影响的实证研究

CP形象对品牌联名效果影响的实证研究

扫码查看
研究了当前市场环境中两个知名的品牌策略:品牌联名和品牌拟人化,以及它们结合的形式—联名品牌的拟人化couple形象.系统地研究了联名品牌的拟人化couple形象对消费者的影响.通过问卷调查,结果揭示了拟人化couple形象如何影响消费者对联名品牌的态度和行为.这项研究的发现旨在为学术界和营销实践提供有意义的洞察和建议.
An Empirical Study on the Impact of CP Image on the Effect of Brand Collaboration
This study focuses on two well-known brand strategies in the current market environ-ment:brand collaboration and brand personification,as well as their combined form-the personified couple image of collaborative brands.We systematically investigate the impact of personified couple ima-ges of collaborative brands on consumers.Through a questionnaire survey,the results reveal how per-sonified couple images affect consumers'attitudes and behaviors towards collaborative brands.The find-ings of this study aim to provide meaningful insights and recommendations for both academia and mar-keting practice.

brand collaborationpersonified CPpurchase intentionword-of-mouth

孟金霖

展开 >

浙江旅游职业学院,浙江 杭州 311231

品牌联名 拟人化CP 购买意愿 口碑

2024

佳木斯大学学报(自然科学版)
佳木斯大学

佳木斯大学学报(自然科学版)

影响因子:0.159
ISSN:1008-1402
年,卷(期):2024.42(7)
  • 5