赵建彬,景奉杰,余樱

• 1:华中科技大学管理学院
• 2:华东理工大学商学院

摘要(Abstract)：

通过构建自我形象一致、品牌信任、解释水平和品牌忠诚的模型,本文发现自我形象一致对品牌忠诚的直接影响不显著,但是会通过情感信任和认知信任间接地影响品牌忠诚;解释水平会调节自我形象一致对品牌信任的影响,高解释水平者自我形象一致对情感信任和认知信任的影响要强于低解释水平者的影响。因此,自我形象一致能够积极影响品牌忠诚。

关键词(KeyWords)： 解释水平;自我形象一致;品牌信任;品牌忠诚

Abstract:

Keywords:

基金项目(Foundation): 国家自然科学基金项目,项目编号:71272124

作者(Author): 赵建彬,景奉杰,余樱

DOI: 10.13902/j.cnki.syyj.2013.08.026

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