品牌形象的定位一定要顺从消费者的心理图式吗？——产品涉入度与产品类型的交互作用

朱华伟，黄印

Does Brand Image Need to Be Congruent with Consumer Schema?—The Interacting Effect of Product Involvement and Product Category

Zhu Huawei，Huang Yin

营销科学学报 . 2016, (1): 70 -88 .