7402 
7448企业的品牌促使营销人员对产品和服务赋予标志性的意义，因此营销人员投入大量时间和精力通过策略性的品牌管理来进行自身的品牌形象建设。然而，一些品牌接触并不符合品牌定位策略的常规做法，比如一线员工与顾客的服务接触，现有的文献尚缺乏这方面的实证研究。本研究通过两个实验，探讨了员工沟通行为与品牌个性的匹配性对顾客品牌态度的影响，并检验了信息处理流畅性对上述关系的中介作用，以及产品涉入度对上述关系的调节作用。实验一表明，员工沟通行为与品牌个性的交互作用会影响顾客品牌态度，信息处理流畅性在其中起部分中介作用。实验二进一步证实，当顾客的产品涉入度低时，员工沟通行为与品牌个性的匹配性会正向影响顾客品牌态度。本文的结论丰富了有关服务接触中员工沟通行为与品牌构建之间关系的实证研究，并且能为企业培训员工和提升顾客的品牌态度提供参考。
员工沟通行为与品牌个性的匹配性对顾客品牌态度的影响
摘要
参考文献
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引用本文
叶生洪, 吴国彬, 郝爽. 员工沟通行为与品牌个性的匹配性对顾客品牌态度的影响[J]. 外国经济与管理, 2017, 39(7): 91–104.
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