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品牌体验研究的理论回顾与展望 被引量:4

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摘要 伴随着体验经济时代的到来,品牌体验已经取代产品功能利益成为企业在新一轮市场竞争中致胜的关键,然而,目前关于品牌体验的理论研究还不够系统。本文通过对国内外相关文献的整理,对品牌体验概念发展、具体形式以及品牌体验对品牌忠诚影响的相关研究进行了梳理和评述,并提出了未来研究的展望。
作者 姚琦
出处 《商业时代》 北大核心 2011年第16期21-22,共2页 Commercial
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参考文献3

  • 1Bennett Rebekan, Hartel Charmine E.J, McColl -Kennedy Janet.R. Experience as a moderator of involvement and satisfaction on brand loyalty in a business to business setting [J].Industrial Marketing Management, 2004.
  • 2Jjosko Brakus, Bernd H. Schmitt, & Lia Zarantonello.Brand Experience:What Is It? How Is It Measured? Does It Affect Loyalty?[J]. Journal of Marketing, 2009.
  • 3钱佳,吴作民.品牌体验与品牌忠诚关系研究:相关理论研究述评[J].华东经济管理,2008,22(6):143-148. 被引量:15

二级参考文献19

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