| 基于消费者期望价值差异的品牌忠诚测量研究 |
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| 引用本文： | 刘元兵,刘春晖.基于消费者期望价值差异的品牌忠诚测量研究[J].企业活力,2011(7):31-35. |
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| 作者姓名： | 刘元兵 刘春晖 |
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| 作者单位： | 湖南文理学院,常德,415000 |
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| 基金项目： | 湖南省教育厅科研资助项目 |
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| 摘 要： | 要达到品牌资产准确评估的目的,品牌忠诚的定义及其测量指标的设置是关键,而品牌忠诚测量必须考虑产品的差异,从消费者期望价值角度考虑品牌产品的属性价值进而在此基础上对产品分类讨论品牌忠诚测量指标的科学性,显然具有实用性和操作指导意义。
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| 关 键 词： | 品牌忠诚 期望价值 测量 |
Study of the Measurement on Brand Loyalty Based on the Expected Value of Consumer |
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| Liu Yuan-bing,Liu Chun-hui.Study of the Measurement on Brand Loyalty Based on the Expected Value of Consumer[J].Enterprise Vitality,2011(7):31-35. |
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| Authors: | Liu Yuan-bing Liu Chun-hui |
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| Institution: | 1,2.Hunan College of Arts and Science,Changde 415000,China) |
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| Abstract: | To achieve the purpose of accurate assessment of brand equity,it is important to pay more attention to the definition of loyalty brand and the set of index of measurement.So we must take into account diference of the product.The study have practical and operational guidance on the measurement of brand loyalty from the point of the consumer＇s expected value of commodity. |
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| Keywords: | brand loyalty expected value measurement |
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