品牌忠诚分类研究

A Study of Classification of Brand Loyalty

通过对品牌忠诚的认识研究品牌忠诚的分类 ,认为根据产品的类型 ,品牌忠诚度可以分为 :消费品市场品牌忠诚、耐用品市场品牌忠诚以及服务市场品牌忠诚。根据顾客认识产品价值的模式 (偏重 ) ,品牌忠诚又可以分为重品牌的品牌忠诚、重价格的品牌忠诚 ,重品质的品牌忠诚以及不专一型品牌忠诚。

Brand loyalty classification has been studied for decades by many researchers. A customer will have different loyalty to different products. In the similar way, different customers will have different loyalty to the same product. So the brand loyalty classification may be based on either product classification or customers' preference for product value. Based on product classification we have consumable product loyalty, durable product loyalty and service product loyalty. Based on customers' preference for product value, we have brand image pursuing loyalty, price pursuing loyalty, quality pursuing loyalty and diverse loyalty.