| 基于消费者感知价值的品牌忠诚研究 |
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| 引用本文： | 董雅丽,何丽君.基于消费者感知价值的品牌忠诚研究[J].商业研究,2008(11). |
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| 作者姓名： | 董雅丽 何丽君 |
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| 作者单位： | 1. 兰州大学管理学院,甘肃兰州,730000
2. 中国人民银行张掖市中心支行,甘肃张掖,734000 |
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| 基金项目： | 甘肃省哲学社会科学规划项目 |
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| 摘 要： | 消费者的品牌忠诚能给企业带来诸多营销优势,消费者的品牌感知价值是品牌忠诚形成的主要驱动因素。消费者的品牌感知价值存在性别差异和品类差异,这种差异直接影响消费者品牌忠诚的形成。对企业进行市场细分及制定差异化品牌营销战略具有重要借鉴意义。
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| 关 键 词： | 品牌忠诚 消费者感知价值 性别差异 品类差异 |
On brand loyalty of customer perceived value |
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| DONG Ya-Li,HE Li-Jun.On brand loyalty of customer perceived value[J].Commercial Research,2008(11). |
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| Authors: | DONG Ya-Li HE Li-Jun |
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| Abstract: | Brand loyalty of the customer can bring plenty of marketing advantages for the enterprises.The customer perceived value is the main driving factor for the formation of brand loyalty which is affected by gender difference and product difference directly.The research on customer perceived value will contribute to market segmentation for the enterprises and formulation of marketing strategy on different brands. |
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| Keywords: | brand loyalty customer perceived value gender difference product difference |
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