空间和社交距离对犯错品牌评价的影响

被引：26

作者：

黄静

王新刚

童泽林

机构：

[1] 武汉大学经济与管理学院

来源：

中国软科学 | 2011年 / 07期

关键词：

品牌犯错; 空间维度; 社交维度; 品牌评价;

D O I：

暂无

中图分类号：

F273.2 [产品管理]; F274 [企业供销管理];

学科分类号：

1202 ; 120202 ; 1201 ;

摘要：

运用心理距离理论的空间和社交两种维度,通过两个实验的研究,验证了空间或社交维度对品牌犯错事件的心理距离感知存在主效应,并且发现它们对犯错品牌的评价存在显著的交互效应影响。

引用

页码：123 / 130

页数：8

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