| 顾客满意与零售商品牌资产提升 |
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| 引用本文： | 刘国华, 袁新敏,.顾客满意与零售商品牌资产提升[J].华东经济管理,2008,22(4):113-115. |
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| 作者姓名： | 刘国华 袁新敏 |
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| 作者单位： | 1. 复旦大学,管理学院,上海,200433
2. 东华大学,旭日工商管理学院,上海,200051 |
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| 摘 要： | 品牌资产是营销学研究的重要内容,按照Aaker的理论,零售商品牌资产也可以分品牌忠诚度、品牌知名度、感知质量、品牌联想四个维度.基于品牌联想网络模型的研究表明:高的顾客满意是提升零售商品牌资产的重要途径.
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| 关 键 词： | 顾客满意 零售商 品牌资产 |
| 文章编号： | 1007-5097(2008)04-0113-03 |
| 修稿时间： | 2007年10月16 |
A Study on the Impact of Customer Satisfaction on Retailer Brand Equity |
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| LIU Guo-hua; YUAN Xin-min.A Study on the Impact of Customer Satisfaction on Retailer Brand Equity[J].East China Economic Management,2008,22(4):113-115. |
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| Authors: | LIU Guo-hua; YUAN Xin-min |
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| Institution: | 1.School of Management; Fudan University; Shanghai 200433; China; 2.Business College of South-Central University of nationalities; Wuhan 430062; China |
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| Abstract: | Brand equity is an important content in Marketing Research,according to Aaker s theory,Retailer brand equity can be divided into brand loyalty,brand awareness,perceived quality and brand association.Achieving customer satisfaction is the main objective of many companies.Based on Associative Network Memory Model(ANMM) research shows that high customer satisfaction is an important way to enhance retailers brand equity. |
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| Keywords: | customer satisfaction retailer brand equity |
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