消费者品牌忠诚影响因素实证分析

An Empirical Study on the Factors Influencing Brand Loyalty

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。

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.