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91.
Results of two studies indicated that tasting a familiar product designed to be refreshing (iced tea), without knowledge of the brand, induced positive affect, as did the gift-of-candy (not consumed) induction, used in many previous studies. As compared to controls, these participants showed more positive affect as reflected by 5 implicit measures and 2~explicit ratings of the refreshingness and pleasingness of the product. They performed significantly better on items from the Remote Associates Test (a test of creativity), generated more unusual and more pleasant first associates to a randomly selected letter of the alphabet, and to neutral words (the implicit measures). Results also indicated that similar affect did not arise when participants tasted a less liked, unfamiliar, brand of iced tea, without knowledge of the brand. However, when the brand name (a known brand) of that tea was presented with the less liked product sample, people who tasted that same tea showed positive affect responses on the implicit measures of affect and also explicitly rated the tea as more refreshing and pleasing than the unbranded version of the same tea.  相似文献   
92.
傅俊清  王垒 《心理科学》2004,27(2):347-349
就像每个人都有独特的人格特征,使自己与别人不同一样,品牌也有自己的人格特征。近年来,市场竞争日趋激烈,出现了越来越多的品牌。同类产品的属性通常类似,这时,“身份”、“形象”或“品牌人格”就成为消费者区分产品的唯一因素。品牌人格概念越来越受到研究者的重视,但由于缺乏统一的概念和测量,研究受到了局限。本文总结了不同研究者提出的品牌人格概念,讨论了品牌人格测量方法和量表,并对今后的研究方向作了探讨。  相似文献   
93.
This study investigated the effect of brand personality on brand asset management by using the concept of consumers' identification with a brand. The focus was on one important type of high-technology product, the cellular phone. The authors develop a conceptual framework to explain the effect of brand identification on brand loyalty. The important variables of this framework include the attractiveness of the brand personality, the distinctiveness of the brand personality, the self-expressive value of the brand personality, positive word-of-mouth reports of the brand, and brand loyalty. The empirical results indicated that there are positive relationships between attractiveness, distinctiveness, and self-expressive value of brand personality. These relationships had a statistically significant effect on consumers' identification with a brand. Furthermore, brand identification had a direct effect on word-of-mouth reports and an indirect effect on brand loyalty. The theoretical and managerial implications of the empirical results are presented, and suggestions are made regarding both the limitations of the present study and future directions for research.  相似文献   
94.
消费者自我构念、独特性需求与品牌标识形状偏好   总被引:1,自引:0,他引:1  
市场上品牌标识形状各具形态,它们已成为吸引消费者眼球的重要品牌要素,如何设计出科学实效的品牌标识形状已成为营销策略中基础而又关键的内容。什么形状的品牌标识更能获得目标群体的偏爱?本文从自我构念的水平视角出发,推论认为不同自我构念的个体在"独特性需求"上具有显著差异,由此形成对多角和圆润的品牌标识形状的偏好差异,独特性需求在自我构念与品牌标识形状偏好之间起中介作用。文章通过4个实验,一致证实独立型自我构念的消费者独特性需求更高,偏爱多角的品牌标识;相依型自我构念的消费者,独特性需求更低,偏爱圆润的品牌标识。但上述效应只存在于公开产品购买情境,当消费者购买和使用私人产品时,无论个体的自我构念是独立型还是相依型,他们对品牌标识多角与圆润的偏好没有显著差异。本文推进了自我构念、独特性需求、品牌标识形状等领域的理论研究,为企业在设计、调整品牌标识形状及制定配套营销策略方面提供了丰富的战略启示。  相似文献   
95.
2015年中国300强企业慈善捐款达60.03亿元,形成鲜明对照的是,消费者对企业社会责任行为动机的质疑呈整体上升趋势。企业耗费巨资履行社会责任反遭遇感知伪善,无疑与其初衷背道而驰,而现有理论不能充分解释这一现象的原因。自Wagner等学者2009年在营销顶级期刊开启感知品牌伪善相关研究以来,学者多从社会学借鉴感知个体伪善研究中言行不一的分析框架,把企业社会责任单维化,显然不能反映由多样性利益相关者所决定的企业社会责任类型的差异性和复杂性,所以应从利益相关者视角揭示感知品牌伪善的形成机制。根据利益相关者特征划分企业社会责任类型——技术性和公共性,进而引入其中间机制——合法性理论和感知道德资产理论,最终验证企业社会责任类型的交互作用、企业社会责任类型与宣传的交互作用对感知品牌伪善的影响。考虑到企业社会责任的经济和社会双重影响,这一成果将指引企业正确履行社会责任,促进企业和社会良性互动。  相似文献   
96.
    
The present paper proposes a customer–brand relationships model and empirically tests the following: (1) brandself distance and brand prominence as representing customers' attachment–aversion relationships (AA Relationships) with a brand, (2) key distinguishing differences between the AA Relationships measure and other alternative relationship measures (i.e., brand attachment, emotional valence and brand attitude strength) based on a set of dependent variables, (3) three key determinants of the AA Relationships and the underlying process between the AA Relationships and behavioral intentions and actual brand behaviors, and (4) customer age as moderating the customer–brand relationships specified in the nomological model of the AA Relationships. The results offer strong support for the unique and important contribution of the AA Relationships model as representing consumers' relationship valence with a brand and its salience.  相似文献   
97.
    
The present research investigates perceived fit effects according to the focus that consumers place when evaluating brand extensions. Process‐focus encourages consumers to focus their thoughts on the process of reaching an outcome, thereby affecting extension evaluations on the basis of the process similarity between the original brand and its extensions. Conversely, outcome‐focus encourages consumers to focus their thoughts on the final outcome, thereby affecting extension evaluations on the basis of the final outcome similarity between the original brand and its extensions. With this conceptual framework, the present research demonstrated that for the process‐focus condition, the extension was evaluated more favorably when the similarity between the process of the original brand and the process of its extension was present (Study 1). By contrast, for the outcome‐focus condition, the extension was evaluated more favorably when the similarity between the final outcome of the original brand and the final outcome of its extension was present (Study 2).  相似文献   
98.
99.
    
Prior research established that simultaneously holding discrepant explicit (deliberate, controlled) and implicit (automatic, uncontrolled) self‐esteem gives rise to self‐enhancing behaviours. Given that individuals tend to enhance their self‐concepts with brands that are associated with positive identities, this study examined whether self‐esteem discrepancy was related to the extent to which individuals developed connections with brands that are associated with their in‐groups. Findings from an adolescent sample (ages 16–18) indicated that adolescents with larger discrepancies between explicit and implicit self‐esteem were more likely to construct their self‐concepts using in‐group‐linked brands.  相似文献   
100.
    
ABSTRACT

Building on classic game theory, psychologists have explored the effects of social preferences and expectations on strategic behaviour. Ordinary social perceivers are sensitive to additional contextual factors not addressed by game theory and its recent psychological extensions. We review the results of a research programme exploring how observers judge “players” (i.e., individuals making strategic decisions in social dilemmas) on the dimensions of competence and morality. We explore social perception in several well-known dilemmas, including the prisoner’s dilemma, the volunteer’s dilemma, and the trust dilemma. We also introduce a novel self-presentational dilemma. In research conducted over a decade and a half, we have found that judgements of competence are sensitive to both players’ choices and the dilemma’s (expected and actual) outcomes. In contrast, judgements of morality respond strongly to players’ behaviour and little else. We discuss how these social-perceptual patterns might affect expectations, preferences, and strategic choices.  相似文献   
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