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7747企业借助具有市场影响力的母品牌推出绿色延伸品已成为企业有效占领绿色市场的重要战略选择。本文通过三个实验探讨了品牌绿色延伸类型与消费者思维模式的匹配效应对消费者响应的影响，并检验了环境合理性感知在上述影响机制中的中介作用，以及绿色信任在上述影响机制中的调节作用。研究结果发现：（1）启动整体思维模式时，消费者对原型性绿色延伸的响应更积极；启动局部思维模式时，消费者对范例性绿色延伸的响应更积极。（2）品牌绿色延伸类型与消费者思维模式的匹配是通过环境合理性感知对消费者响应产生影响。（3）对于绿色信任程度高的消费者，品牌绿色延伸类型与思维模式的匹配对消费者响应具有积极影响；对于绿色信任程度低的消费者，品牌绿色延伸类型与思维模式的匹配效应不存在。本文的研究结论为品牌延伸研究提供了新视角，并能为企业制定有效的绿色营销策略提供理论支持。
品牌绿色延伸会提升消费者响应吗？——绿色延伸类型与思维模式的匹配效应研究
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引用本文
盛光华, 龚思羽, 葛万达. 品牌绿色延伸会提升消费者响应吗？——绿色延伸类型与思维模式的匹配效应研究[J]. 外国经济与管理, 2019, 41(4): 98-110.
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