摘要
早期研究者对品牌忠诚的定义多是操作性的,主要为行为论和态度论观点。将品牌忠诚看作复杂多维度概念,则成为当前研究者广泛接受的观点。品牌忠诚度是对消费者品牌忠诚的测量,依研究目的不同而有多种形式。消费者认知、态度和行为方面的一些变量,和品牌忠诚相互作用。
Early researchers gave brand loyalty an operational definition based on behavioral approach or attitudinal approach. Now, that brand loyalty is a multi-dimensional conception is widely accepted and its measurements are various in different studies. Some consumers cognitive, attitudinal and behavioral variables interact with brand loyalty.
出处
《心理科学进展》
CSSCI
CSCD
北大核心
2004年第4期594-600,共7页
Advances in Psychological Science
关键词
品牌忠诚
品牌忠诚者
品牌忠诚测量
brand loyalty
brand loyals
the measurement of brand loyalty.
