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消费者对品牌情感依恋的演进历程 被引量:1

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摘要 通过梳理营销领域中关于品牌的不同概念,我们发现这些代表了消费者对品牌不同反应的概念间存在着层次分明的递进关系,且品牌依恋位于该等级关系的最顶层。进一步分析表明,该递进关系反映了消费者对品牌情感依恋的演进历程:1)相知,消费者对与己相关品牌熟悉的过程;2)相知,消费者对令自己满意品牌信任的过程;3)相恋,消费者对信任品牌情感依恋的过程。
出处 《现代商业》 2013年第27期18-19,共2页 Modern Business
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