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品牌延伸中母品牌的作用机制 总被引:9,自引:0,他引:9
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。 相似文献
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This paper presents empirical research which demonstrates how snacks brands can satisfy certain personal values for female 11–12 year‐old British and Spanish consumers. The qualitative research design uses a means‐end approach, based on a laddering technique, to uncover the links between brand choice and personal values. After reviewing the means‐end model and other relevant theory, the research methodology and design are presented in detail. The findings reveal significant scope for positioning snacks brands using the values of well being and fun and enjoyment (UK and Spain), while the value of friendship and belonging emerges as an extra dimension for the British respondents. Copyright © 2001 Henry Stewart Publications. 相似文献
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Daniel Statman 《Ratio》2023,36(1):32-40
The topic of standing to blame has recently received a lot of attention. Until now, however, it has focused mainly on the blamer's perspective, investigating what it means to say of blamers that they lose standing to blame and why it is that they lose this standing under specified conditions. The present paper focuses on the perspective of the blamees and tries to explain why they are allowed to disregard standingless, more specifically hypocritical, blame. According to the solution proposed by the paper, while hypocritical blamers present themselves as caring about justice or about the moral or material good of the blamees—and they themselves half-believe this presentation—their real motivation in blaming is less respectable. It is this problematic motivation that explains why blamees are permitted to disregard hypocritical blame. Ill-motivated blame is often unreliable, and readiness to even consider it often involves a compromise on the self-respect of the blamees. 相似文献
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Holly S. Howe Lingrui Zhou Rodrigo S. Dias Gavan J. Fitzsimons 《Journal of Consumer Psychology》2023,33(1):107-114
We examine whether the cleverness of a brand's humor attempt affects consumers' brand attitudes and engagement. A clever humor attempt is any humor attempt wherein the consumer feels she must make mental connections to solve the joke (e.g., understand a cultural reference, understand the dual meaning of a pun). Across five studies, we demonstrate that as the cleverness of a humor attempt increases, consumers report higher brand attitudes and are more engaged with the brand. This effect is mediated by perceptions of brand warmth and competence and moderated by consumers' need for cognition. 相似文献
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全球化进程的加快和贸易战的发生让人们处于一种本体不安全的状态中, 即人们的本体安全感受到了威胁。本文研究了消费者本体安全感威胁对家乡品牌偏好的影响。三项研究的结果表明, 相比本体安全感没有受到威胁的个体, 本体安全感受到威胁的个体对家乡品牌的偏好度更高, 其中家乡依恋起到了中介作用。具体而言, 本体安全感受到威胁的个体更倾向于依恋可以提供常规生活和构建个人身份的家乡, 以此寻求本体安全感恢复, 从而增加了对家乡品牌的偏好。实验结果还发现, 自然栖息地情境展露在本体安全感威胁对家乡品牌偏好的作用中起到调节作用。具体而言, 当展露于自然栖息地情境时, 本体安全感受到威胁的个体能够通过对自然栖息地这一更广泛的地点依恋来对抗本体安全感威胁, 不再需要寻求家乡依恋来缓解本体安全感威胁, 从而使其在对家乡品牌和非家乡品牌的偏好上不再呈现出差异。本研究的发现丰富了现有本体安全感和品牌偏好的相关研究, 为品牌提供了一种新的本土营销策略, 具有丰富的理论贡献和管理启示。 相似文献
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Why Don't Moral People Act Morally? Motivational Considerations 总被引:2,自引:0,他引:2
C. Daniel Batson & Elizabeth R. Thompson 《Current directions in psychological science》2001,10(2):54-57
Failure of moral people to act morally is usually attributed to either learning deficits or situational pressures. We believe that it is also important to consider the nature of moral motivation. Is the goal actually to be moral (moral integrity) or only to appear moral while, if possible, avoiding the cost of being moral (moral hypocrisy)? Do people initially intend to be moral, only to surrender this goal when the costs of being moral become clear (overpowered integrity)? We have found evidence of both moral hypocrisy and overpowered integrity. Each can lead ostensibly moral people to act immorally. These findings raise important questions for future research on the role of moral principles as guides to behavior. 相似文献
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产品评价的来源国效应 总被引:1,自引:0,他引:1
自Schooler(1965)开始对来源国效应进行实证研究之后,来源国效应引起了人们的广泛关注。学者们分别在个人购买和工业购买领域,采用调查、实验、联合分析、元分析及其它方法(如深度访问法)进行了大量的研究。研究结果表明,来源国效应是一种普遍存在的现象,但是受到多种因素的影响,这些因素包括其它外在产品属性、消费者的知识背景或经验、产品属性信息、产品类别以及消费者的民族差异。为了解释来源国效应这一现象,研究者提出了多种假说或模型,代表性的是信号假说、独立属性假说、概构模型和弹性模型 相似文献