8329 
10846在移动互联网背景下，企业家形象在品牌建立过程中发挥着越来越重要的作用，然而有关企业家形象对消费者品牌态度具体作用机制的研究却十分缺乏。本文基于积极心理学中的钦佩感理论视角，将企业家形象划分为能力和美德两个维度，首次引入消费者企业家钦佩感这一构念，旨在研究企业家形象对消费者品牌态度的内在情感作用机制。研究一运用网络志方法在新浪微博和百度贴吧中挖掘质性数据，发现了消费者企业家钦佩感的存在、形成原因和作用结果。研究二通过问卷调查法和有中介的调节检验发现企业家的能力和美德对消费者品牌态度具有显著正向影响；消费者企业家钦佩感在上述过程中具有部分中介作用，并且这一中介作用受到达到意愿的调节。本文不仅深化和拓展了关于企业家形象的理论研究，也为企业家如何树立自身形象来为品牌有效吸引消费者提供了策略建议。
企业家形象、消费者企业家钦佩感与消费者品牌态度
摘要
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引用本文
刘伟, 纪思淼, 齐捧虎. 企业家形象、消费者企业家钦佩感与消费者品牌态度[J]. 外国经济与管理, 2018, 40(3): 121-136.
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