消费者评价品牌延伸的信息和动机影响 学位论文.docVIP

标题：informational and motivational influences on consumer evaluations of line and brand extensions 原文： theoretical background Line/brand extensions are, by definition, products that are extended from the parent brand. To the extent that consumers recognize a relationship between an extension and the original brand, they will make their evaluation of the extension in relation to the category that the original brand is classified into (original brand category, hereafter). Thus, their knowledge and expectations about the original brand category can have a substantial influence