| 基于广义虚拟价值的品牌形象对品牌忠诚影响机制研究 |
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| 引用本文： | 张明立,任淑霞,王伟. 基于广义虚拟价值的品牌形象对品牌忠诚影响机制研究[J]. 广义虚拟经济研究, 2011, 0(3): 38-46 |
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| 作者姓名： | 张明立 任淑霞 王伟 |
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| 作者单位： | 北京航空航天大学经济管理学院; |
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| 基金项目： | 广义虚拟经济研究专项资助项目[项目编号:GX2011-1003(Y)]; 国家自然科学基金项目(70972002) |
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| 摘 要： | 本研究将广义虚拟经济的二元价值容介态理论引入到品牌关系利益的研究框架中,提出消费者—品牌关系中的关系利益是二元价值容介态中虚拟价值的—种形态,分析了品牌形象对品牌忠诚的影响中关系利益所起的中介效应.研究结果表明:(1)消费品市场消费者—品牌关系中的关系利益是一种广义虚拟价值形态,关系利益包括信任利益、选择利益、荣誉利益...
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| 关 键 词： | 广义虚拟经济 二元价值容介态 品牌形象 品牌忠诚 广义虚拟价值 关系利益 |
Influence Mechanical Research of Brand Image on Brand Loyalty based on Generalized Virtual Value |
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| ZHANG Ming-li REN Shu-xia Wang Wei. Influence Mechanical Research of Brand Image on Brand Loyalty based on Generalized Virtual Value[J]. Research on the Generlized Fictitious Economy, 2011, 0(3): 38-46 |
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| Authors: | ZHANG Ming-li REN Shu-xia Wang Wei |
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| Affiliation: | ZHANG Ming-li REN Shu-xia Wang Wei(School of Economics & Management,Beihang University,Beijing 100191,China) |
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| Abstract: | This study introduces dualistic value Rong-Jie state theory based on generalized virtual economy into the framework of brand relationship benefits,proposes relationship benefits of consumer-brand relations is a form of generalized virtual value,and deeply analyzes the mediating effect of relationship benefit in the chain of brand image and brand loyalty.The results show that:(1) Relationship benefits of consumer-brand relations is a form of generalized virtual value,which include confidence benefits,choice ... |
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| Keywords: | the generalized virtual economy dualistic value Rong-Jie state brand image brand loyalty consumer-brand relationship the generalized virtual value relationship benefit |
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