品牌联合下品牌关系质量对购后行为的影响

Bssed on the Co-branding of Brand Relationship Quality on Post-purchase Behavior

随着市场竞争日趋激烈,品牌联合已成为企业的一个无形资产与企业间竞争的更高级形式。品牌联合对于品牌关系质量以及顾客购后行为有着很大的影响,文中借鉴已有的成熟的量表设计符合本研究的调查问卷,利用结构方程得到三者正相关的关系,最后从消费者的角度对联合品牌企业如何提高其顾客的积极购后行为提出对策建议。

With the fierce market competition,Co- branding has become an intangible assets with the advanced form of competition. Co- branding has great influence on BRQ and customer post- purchase behavior,article using the mature scale has been designed questionnaire,Through the empirical analysis,the three were positive correction. Finally,the article put forward suggestions for enterprise to how to improve its customers actively post- purchase behavior.