社交媒体情境下品牌契合研究的新进展:概念测量,前因和结果

来源 :华人学者营销协会,对外经济贸易大学 | 被引量 : 0次 | 上传用户：ersand

【摘要】

：

移动互联网情境下品牌可以借助社交媒体的互动性快速与消费者建立强有力的联系.品牌契合研究为理解社交媒体情境下的消费者品牌关系提供了新的理论视角,成为消费者品牌关系领域的又一前沿话题.在探讨“契合”这一概念的跨学科理论背景基础上,本文梳理并综述了社交媒体情境下品牌契合的相关概念、测量、前因以及结果变量等研究成果,并对未来研究方向进行了展望,以期推动该领域的后续研究.

【作者】

：

刘伟樊晓婷

【机构】

：

西北大学,经济管理学院,西安,710127

【出处】

：

华人学者营销协会,对外经济贸易大学

【发表日期】

：

2017年6期

【关键词】

：

品牌契合社交媒体市场营销消费者品牌关系

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社交媒体情境下品牌契合研究的新进展:概念测量,前因和结果

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