关于B2B服务品牌忠诚度的研究

Research On The B2B Service Brand Loyalty

对于品牌忠诚度的研究,过去一直局限于产品品牌上。将品牌忠诚度理论运用于B2B服务品牌,通过实证调查,研究品牌认知度与品牌形象对态度忠诚度和行动忠诚度的影响作用,并据此为B2B服务品牌的成功管理提出若干可行性方案。

For brand loyalty of research, the past has been confined to the product brand. This paper brand loyalty theory is applied to B2B service brand. Through the empirical research, the effect of the brand recognition and brand image to action loyalty and attitude loyalty, And put forward some feasible solutions of the B2B service brand management .