品牌忠诚度测评指标体系及模型研究

品牌资产在企业资产中的比重越来越高。品牌资产管理是现代企业管理的最高层次与首要任务,而品牌忠诚度是品牌资产的重要组成部分。因此,品牌忠诚度的研究有着重要的意义。本文从量化指标的角度对品牌忠诚度进行研究,提出一系列具体衡量品牌忠诚度的指标及模型。

Study on the Brand Loyalty Evaluation Index System and the Model

The proportion of brand equity in enterprise assets is getting higher.Brand equity management is the highest level of modern enterprise management and the primary task with brand loyalty as an important part.Therefore,brand loyalty is of great significance in our study.This paper proposes a series of indexes for measuring brand loyalty and builds a model from the quantitative index perspective of brand loyalty.