心理学
人格
新颖性
产品类别
品牌资产
产品(数学)
品牌知名度
流利
广告
背景(考古学)
加工流畅性
五大性格特征
求新
品牌延伸
社会心理学
业务
数学
古生物学
数学教育
生物
几何学
作者
Juan Shan,Hebo Lu,Annie Peng Cui
标识
DOI:10.1016/j.jbusres.2022.01.058
摘要
This study proposes that the interaction effect of brand personality fit and product category fit will influence perceived masstige under a co-branding context. When product category fit is high, low (vs. high) brand personality fit leads to greater perceived masstige. However, when product category fit is low, high (vs. low) brand personality fit leads to greater perceived masstige. Furthermore, the interaction effect of brand personality fit and product category fit on perceived masstige is mediated by processing fluency and perceived novelty. Specifically, when product category fit is low, high (vs. low) brand personality fit can elicit greater processing fluency, leading to higher perceived masstige. In contrast, when product category fit is high, low (vs. high) brand personality fit can stimulate perceived novelty, leading to higher perceived masstige. In addition, we examine how perceived masstige influences brand equity. Focusing on the masstige co-branding strategies between a mass brand and a luxury brand, this study aims to build a bridge between co-branding and masstige.
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