基于品牌经营数据实证结果的美誉度和忠诚度的相关性研究

Research on the Relativity of Favorite and Loyalty Based on Empirical Data of Brand Operation

在品牌经营指标中,美誉度与忠诚度之间的关系最为微妙。辨析清楚二者的关系,是品牌经营指标定量分析理论的重要内容,对于企业进行的科学品牌管理有着重要的意义。本论文通过对企业案例的实证数据分析结果,从实证的角度论述二者的相关性,并解读了二者关系的性质。

Among the brand management indexes,the relationship between favorite and loyalty is the most delicate one. Analyzing the relationship between these two indexes is an important content of the quantitative analysis of brand operation indexes,which has vital significance to the scientific brand management of enterprises. In this thesis,the author dissertates the relationship between brand favorite and loyalty from an empirical view,as well as interprets nature of the relationship,based on the empirical results of business case analysis.