The influence of brand association on brand extension evaluation of garment was studied in the paper through experimental study.
运用实证研究的方法研究品牌联想对服装品牌延伸评价的影响。
How the brand trust influences the brand attitude, perceived fit and extension evaluation was studied through analyzing 278 effective samples.
通过对278个有效样本的分析，重点考察了品牌信任对品牌态度、契合感知与延伸评价关系的影响。
Brand Equity; Product Complementarity; Perceived Fit; Extension Evaluation; Cobranding.
品牌权益；产品互补性；知觉契合度；延伸评价；共品牌。
The evaluation of brand's near-extension from customer depended on the brand association of the brand's prolocutor while the far-extension evaluation did not depend on it.
品牌联想中对服装品牌知名形象代言人的印象越深刻，消费者对服装品牌近距离延伸的评价越高，但对其远距离延伸评价没有显著影响。
The evaluation of brand's near-extension from customer depended on the brand association of the brand's prolocutor while the far-extension evaluation did not depend on it.
品牌联想中对服装品牌知名形象代言人的印象越深刻，消费者对服装品牌近距离延伸的评价越高，但对其远距离延伸评价没有显著影响。
应用推荐