| 消费者品牌忠诚影响因素实证分析 |
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| 引用本文： | 陆娟,张东晗.消费者品牌忠诚影响因素实证分析[J].财贸研究,2004,15(6):39-46. |
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| 作者姓名： | 陆娟 张东晗 |
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| 作者单位： | 中国农业大学,经济管理学院,北京,100094;中国农业大学,经济管理学院,北京,100094 |
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| 基金项目： | 国家自然科学基金，教育部人文社会科学研究项目 |
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| 摘 要： | 伴随着激烈的市场竞争,消费者品牌转换行为日趋频繁,迫使企业寻找影响消费者品牌忠诚的关键因素。本文以北京市消费者为研究对象,对消费者品牌忠诚的影响因素进行了实证分析,得出了驱动品牌忠诚的若干因素,以期为企业做出正确的营销决策提供参考。
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| 关 键 词： | 品牌忠诚 影响因素 实证分析 |
An Empirical Study on the Factors Influencing Brand Loyalty |
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| LU Juan,ZHANG Dong-han.An Empirical Study on the Factors Influencing Brand Loyalty[J].Finance and Trade Research,2004,15(6):39-46. |
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| Authors: | LU Juan ZHANG Dong-han |
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| Abstract: | With increasing competition in the market, customer brand switching behavior becomes more and more frequent, which forces enterprises to look for the key factors that influence customer brand loyalty. The pur-pose of this paper is to identify the brand loyalty driving factors and to help enterprises make their marketing strategy correctly by an empirical study. |
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| Keywords: | brand loyalty influence factors empirical study |
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