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。
Brand loyalty has always not only been an important issue in brand research, but also the pursuit of business objectives. With the development of services and experience economies, consumers pay more attention to brand experience and identification. Meanwhile, the formation of long-term positive feelings and attitude towards brands has become the prerequisite and basis of formation and development of brand loyalty. From a perspective of brand love, it analyzes the effects of brand experience and identification on brand loyalty and constructs a theoretical model of the formation of brand loyalty taking three dimensions of brand love as an intermediary.
出处
《外国经济与管理》
CSSCI
北大核心
2014年第11期33-44,共12页
Foreign Economics & Management
基金
山东省自然基金项目"平台企业的市场导向
动态能力与组织绩效关系的实证研究"(批准号:ZR2011GM002)
山东省自然基金项目"企业内部隐性知识共享系统分析与决策模型研究"(批准号:ZR2011GM006)
教育部人文社会科学项目"基于复杂网络的供应链企业间知识共享研究"(批准号:10YJA630019)
山东理工大学人文社会科学发展基金项目"市场导向
动态能力和企业创新绩效的关系研究:以我国高新技术企业为例"(批准号:2010ZDXM05)
关键词
品牌体验
品牌认同
品牌至爱
品牌忠诚
brand experience
brand identification
brand love
brand loyalty
