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基于消费者视角的品牌隔离研究

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摘要 品牌隔离理论从消费者的态度层面解释了消费者与品牌之间情感联系的弱化或断裂,对该概念的研究有助于预知消费者意欲终止与品牌之间关系的倾向,使管理者在品牌关系解除之前能做出合理评估,采取应对措施留住或赢回重要顾客。本文从品牌隔离的概念出发,分析了品牌隔离与消费者品牌关系解除的关系,指出了品牌隔离对消费者购买决策过程的影响,并提出了研究的方向和建议。
作者 宁欣
机构地区 南京大学商学院
出处 《消费导刊》 2008年第14期3-3,共1页
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