摘要
本文探讨了消费者品牌体验对消费者品牌满意的影响,同时探讨了消费者品牌体验各维度之间的关系。品牌信任在消费者品牌体验对消费者品牌满意的影响中起中介作用。本文采用了结构方程模型。建议企业多增加品牌体验的措施以增加消费者的品牌体验,从而提升消费者对品牌的满意度。
By employing structural equation model,this paper discusses the relationship between consumer brand experience and brand satisfaction of consumers,and the relationship among various dimensions of consumer brand experience is also discussed.Brand trust plays a mediate role in the relationship between consumer brand experience and consumer brand satisfaction.The empirical results imply that firms should increase more measures related to consumer brand experience to enhance consumer brand satisfaction.
出处
《中大管理研究》
2011年第3期15-29,共15页
China Management Studies
关键词
品牌体验
品牌满意
品牌信任
brand experience
brand satisfaction
brand trust
