摘要
对于品牌忠诚度的研究,过去一直局限于产品品牌上。本文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建议。
The research on brand loyalty has been confined to the product brand in the past. This paper applied brand loyalty theory to B2B service brand. Through empirical research, this paper reflected the effect of the brand recognition and brand image to action loyalty and attitude loyalty, and put forward some suggestions for the B2B service brand management
出处
《北京市经济管理干部学院学报》
2012年第3期36-39,共4页
Journal of Beijing Economic Management Institute
