Hypermarket private-label products, brand strategies and spokesperson persuasion

Chou Hsuan-Yi; Wang Tuan-Yu

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Hypermarket private-label products, brand strategies and spokesperson persuasion

机译：大型超市自有品牌产品，品牌策略和发言人的说服力

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Purpose - The purpose of this paper is to investigate the effects of brand strategies and spokesperson expertise on consumer responses to hypermarket private-label products by combining concepts from consumer attitude change, resistance to persuasion and construal level theory (CLT).

机译：目的-本文的目的是通过结合消费者态度变化，抗说服力和解释水平理论（CLT）的概念，研究品牌策略和发言人专业知识对消费者对大卖场自有品牌产品反应的影响。

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来源
《European journal of marketing》 |2017年第4期|795-820|共26页
作者
Chou Hsuan-Yi; Wang Tuan-Yu;
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作者单位

Natl Sun Yat Sen Univ, Inst Mkt Commun, Kaohsiung, Taiwan;

Natl Sun Yat Sen Univ, Inst Mkt Commun, Kaohsiung, Taiwan;

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原文格式 PDF
正文语种 eng
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关键词
Construal level theory; Hypermarket; Brand strategies; Private-label products; Resistance to persuasion; Spokesperson expertise;

机译：建构水平理论;大卖场;品牌策略;私人标签产品;抗说服力;发言人专业知识;
入库时间 2022-08-17 23:40:55

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Hypermarket private-label products, brand strategies and spokesperson persuasion

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