英国留学生硕士论文：an empirical study of consumer brand loyalty affected by international brand extension

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1、英国留学生硕士论文：Anempiricalstudyofconsumerbrandloyaltyaffectedbyinternationalbrandextension----国际商务管理论文-->AbstractBrandextensionisveryimportantstrategyformanypanies’brandmanagement.Manyresearchershavedonealotoverbrandextensions’influenceforbrandequity.Thispaperbasedonc

2、onsumerbehavior,studieshoallytheory,givesthemodelofinternationalbrandextensioninfluencingbrandloyalty.Brandtrustandbrandsymbolicvalueisthemediatorvariable.Ononehand,brandextensioncandirectlyaffectbrandloyalty;ontheotherhands,itcanindirectlyaffectbrandloyaltythrou

3、ghbrandtrustandbrandsymbolicvalue.Intheempiricalanalysis,itfirstlyteststhatbrandextensionsaffectbrandtrust,brandsymbolicvalueandbrandloyaltyultipleregressionanalysis,itstudiesthemoderating英国留学生国际商务管理硕士毕业论文effectoftheconsumerethnocentrism,oderatestherelationshipsb

4、etodel,itstudiesthemediatoreffectofbrandtrustandbrandsymbolicvalue.Theempiricresultsshobolicvalue,andbrandloyalty,especiallyerethnocentrismmoderatingeffectisnotobvious;andthemediatoreffectofbrandtrustandbrandsymbolicvalue,er’sbrandloyalty,doesexist.Thispaperenric

5、hesthestudiesofbrandextension.Meanarketing.piricalstudyofconsumerbrandloyaltyaffectedbyinternationalbrandextension1Abstract21Introduction51.1Researchbackground51.2Aimsandsignificance71.3Researchmethods71.4Researchframeerbuyingbehavior112.1.4Thenegativeeffectsofbr

6、andextension122.1.5Theresearchinsufficienciesinthebrandextension122.2Brandloyalty122.2.1Theconceptofbrandloyalty122.2.2Factorsforformingbrandloyalty133ResearchHypotheses153.1Theinfluencesexertedonbrandtrust,brandsymbolicvalueandbrandloyaltybyInternationalbrandext

7、ension153.2Theroleofconsumerethnocentrism163.3Brandtrust,brandsymbolicvalueandbrandloyalty1-->73.4Mediatingeffectbetbolicvalue184Empiricalresearchdesignanddatacollection194.1Thedefinitionandmeasurementofvariables204.2Selectionoftestedobjectandstimulus224.3Reasona

8、bletestforselectedstimulus234.4Thedatacollection254.5Datareliabilityandvaliditytest265Hypothesistestandresultsanalysis285.1T-test285.1.1Highfitlevelbrandextens