基于品牌至爱的品牌忠诚形成机制研究
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外国经济与管理 2014 年 第 36 卷第 11 期, 页码：33 - 44
摘要
参考文献
摘要
品牌忠诚一直是品牌研究中的重要问题,也是企业追求的目标。随着服务经济和体验经济的发展,消费者对品牌体验和品牌认同日益重视。同时,对品牌形成长期的积极情感和态度,已成为品牌忠诚形成和发展的前提和基础。本文从品牌至爱的视角,探讨了品牌体验和品牌认同对品牌忠诚的影响机制,并构造了以品牌至爱三个维度为中介的品牌忠诚形成机制理论模型。
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引用本文
朱振中, 李晓丹, 程钧谟. 基于品牌至爱的品牌忠诚形成机制研究[J]. 外国经济与管理, 2014, 36(11): 33–44.
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