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文章在对服务品牌延伸有关研究回顾的基础上,探讨了服务品牌延伸的内涵与维度,着重研究了顾客互动、母品牌体验和相关度对于服务品牌延伸的影响,并基于消费者视角构建了服务品牌延伸的评估模型,为服务品牌延伸研究提供了一种新的理论视角。
Based on the review of service brand extension, the article explores the connotation and dimensions of service brand extension, focuses on the impact of customer interaction, parent brand experience and relevance on service brand extension, and constructs service based on consumer perspective The brand extension evaluation model provides a new theoretical perspective for service brand extension research.