品牌忠诚度研究述评

Review of the Research on Brand Loyalty

品牌忠诚度二维构成的观点在学术领域已经获得了广泛的共识,同时大量的定性研究和定量实证研究已表明品牌忠诚度不仅是品牌资产的重要构成部分,较高的品牌忠诚度还可以带来较高的现实经济收益。在品牌忠诚度测量方面,学者们对顾客忠诚度的测量指标主要可以分为行为和态度两大类指标,但大部分实证研究使用较多的都是行为倾向指标和态度指标,而缺乏对消费者真实购买行为的测量。

This paper reviews the definition,construction,importance and measurement indicators of brand loyalty.The two-dimensional point of view of brand loyalty has received a broad consensus in the academic field through theoretical overview.At the same time,a large number of qualitative research and empirical study has indicated that brand loyalty is not only an important component of brand equity;high brand loyalty can also lead to higher real economic benefits.In the research field of brand loyalty measurement,most scholars take the view that brand loyalty can be divided into two major categories of behavior and attitude indicator.However,in most empirical studies only behavioral tendencies and attitudes indicators are used,and lack the customers＇ actual buying behavior measurements.