消费者品牌依恋的影响因素研究

Research of Influencing Factors of Consumers′ Brand Attachment

品牌依恋作为品牌关系管理的新视角,也是影响消费者品牌忠诚的重要因素。然而,目前关于品牌依恋的影响因素的研究尚不够系统。从消费者、品牌及消费者与品牌之间的关系三个角度出发,系统化的研究品牌依恋的影响因素,旨在为企业提出可行的营销建议,提升消费者的品牌依恋程度。

Brand attachment as a new perspective of brand relationship management,is the important influencing factor of consumer brand loyalty.However,the current study of the influencing factors on brand attachment is still not systematic.This article is based on the consumer,the brand and the relationship between brand and consumers,study the influence factors of consumers′brand attachment systematically,aims to put forward feasible marketing suggestions for enterprises and enhance the brand attachment of consumers.