摘要
首先从态度和行为两个层面给出了品牌忠诚的全面定义,构建了以品牌体验为自变量,品牌忠诚为因变量,产品卷入为调节变量的结构方程模型。实证结果表明:品牌体验四个维度对品牌忠诚两维度的影响各有不同,但产品卷入的调节作用不显著。这一结论更进一步诠释了品牌体验如何影响品牌忠诚。
Based on the integrated definition of brand loyalty,the structural equation model is built with implies brand experience as independent variable,brand loyalty as dependent variable,and product involvement as moderator.The experimental results show that： effect of four dimensions of brand experience on brand loyalty is different,but the moderating effect of involved product is not significant.The results explain how brand experience impacts on brand loyalty from a new perspective and provide suggestions for brand loyalty construction.
出处
《软科学》
CSSCI
北大核心
2011年第7期126-130,共5页
Soft Science
基金
国家自然科学基金资助项目(71002067)
