多维结构的品牌忠诚测量研究

品牌忠诚是营销领域中研究的重要问题,品牌忠诚的测量更是加强忠诚管理的前提。本文在对品牌忠诚相关文献回顾的基础上,提出品牌忠诚的结构包括四个维度:品牌信任、品牌承诺、重复购买和口碑推荐。然后开发一个量表,并先后利用EFA和CFA对这四个结构维度进行规范的实证分析,结果证实这四个维度的可靠性和有效性。文章最后指出了研究的局限性及后续的研究建议。

Multi structure brand loyalty measurement research

Brand loyalty is an important issue among marketing community.Measurement of brand loyalty is the premise of enhancing loyalty management.Based on literature review on brand loyalty,this article arrives at the conclusion that brand loyalty consists of four dimensions: brand trust,brand commitment,repurchase and word of mouth.Then,a scale is empirically developed and used to test the reliability and validity of four dimensions with EFA and CFA.At the end,this article points out limitations and further research directions.