摘要
品牌忠诚度是品牌资产的一个重要组成部分。了解品牌忠诚度的内涵 ,并能够从行为、态度两方面对品牌忠诚度的有效测评进行研究 ,研究成果将为企业更好地进行品牌市场定位和产品市场细分 ,提供有价值的理论依据。
Branding loyalty is an important part of the branding assets. We should understand the connotation of branding, and have an effective measurement of the branding loyalty from the aspects of behavior and attitude. The research achievements will provide a valuable theoretical foundation for the enterprise to make the branding's market definition and product's market breakdown.
出处
《现代财经（天津财经大学学报）》
2002年第10期8-10,共3页
Modern Finance and Economics：Journal of Tianjin University of Finance and Economics
关键词
行为忠诚
态度忠诚
品牌忠诚度
测评
Branding Loyalty
Behavioral Loyalty
Attitude Loyalty
