双品牌谣言对消费者品牌评价的影响

Allyn Cascio, Stacie F. Waites, Robert S. Moore, Melissa L. Moore, Douglas W. Vorhies, J. Bentley
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引用次数: 2

摘要

摘要当前的研究考虑了双重品牌,即国家品牌制造商生产与其竞争的商店品牌。尽管协议是保密的,但有关这种做法的传言不断出现。因此,作者考察了双品牌谣言曝光对消费者各自国家和商店品牌评价的影响。研究结果支持谣言暴露通过双重品牌信念和比较质量感知对参与者商店(国家)品牌评价的正(负)系列间接影响。此外,聪明的购物者的认知放大了双品牌谣言曝光对商店品牌结果的间接影响,而不是对全国品牌结果的影响。
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The effects of dual branding rumors on consumers’ national and store brand evaluations
ABSTRACT The current research considers dual branding, where national brand manufacturers produce store brands against which they compete. Although agreements are confidential, rumors about the practice emerge. Thus, the authors examine the influence of dual branding rumor exposure on consumers’ respective national and store brand evaluations. The results support positive (negative) serial indirect effects of rumor exposure on participants’ store (national) brand evaluations through dual branding beliefs and comparative quality perceptions. In addition, smart shopper perceptions amplify the indirect effects of dual branding rumor exposure on store, but not national, brand outcomes.
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来源期刊
CiteScore
6.80
自引率
6.70%
发文量
37
期刊介绍: The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.
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